Brendon Spiteri — Head of Commercial at Routy
Brendon is an experienced digital marketer with over seven years of expertise in the iGaming industry. He has held key roles in iGaming and affiliation, and is passionate about digital marketing.
His data-driven and commercially-focused approach is paired with a belief that self-development and a strong network are key to his success. As the Head of Commercial at Routy, he is continuing to focus on driving growth and fostering strategic collaborations.
You’ve worked across some big names in iGaming. What were the key lessons you brought with you into this new chapter?
Having worked with both large and smaller brands, the biggest lesson I’ve learned is the importance of adapting to opportunities as they arise. I have a strong commercial and entrepreneurial mindset, and my journey so far has been broad and diverse. I’m now excited to bring that experience into my new role as Head of Commercial at Routy.
What first attracted you to the iGaming industry, and how has your perspective on it evolved over the years?
I initially entered the iGaming industry through a friend’s referral, starting out in Customer Service for the UK market. However, I quickly developed a strong interest in the broader industry, particularly in areas like marketing and commercial operations.
Over the years, I’ve seen the iGaming space evolve significantly, especially with advancements in technology. When looking specifically at marketing, it’s clear that iGaming has begun adopting innovative strategies from e-commerce and other verticals, making it an exciting and ever-changing field to be part of.
You’ve worn many hats in your career, from customer service to commercial leadership. Which role shaped you the most?
The role that had the greatest influence on my career was affiliate account management. It gave me deeper exposure to marketing, particularly in understanding how to build funnels and manage traffic sources effectively. Later, transitioning into the events side of the industry provided me with the opportunity to meet and engage with numerous industry leaders, which further inspired my shift toward the B2B commercial side of the business.
Collaboration seems to be a big part of your approach. What do you think makes a strong and lasting partnership in this industry?
Collaboration plays a vital role in business, as it helps build trust, something I strongly advocate for. I'm a firm believer in trust and transparency, and when two companies enter a partnership with a mutual commitment to deliver value to one another, that's when you know you’ve established a truly lasting and meaningful relationship.
What’s the best piece of advice you’ve received in your professional journey?
Always strive to improve and never stop learning. The moment you stop learning, you risk falling behind, and that can become a major setback over time, especially in the iGaming industry, which is adapting to changes so frequently.
You are deeply committed to self-development, what’s your go-to method for learning something new?
I mostly listen to podcasts and read books by both growing and established entrepreneurs. Learning about their struggles and how they achieved their goals helps put me in a positive mindset and inspires me to find my own path to success.
Looking back, what’s a mistake that taught you an important lesson?
Looking back, it might be hard to believe, but I used to be very shy and afraid of failure. Like many, I often focused solely on outcomes. However, what I’ve come to realize is that the most important factor in personal growth is our mindset.
The way we approach challenges, respond to feedback, and commit to continuous learning has a direct impact on our development. I’ve learned that failure isn’t always a setback, in many cases it’s a valuable learning opportunity that pushes us forward.
Who has been a mentor or inspiration for you in the industry?
Two people who had a notable impact on my early career in affiliate marketing were Andrew Vilks, then Head of Acquisition, and Fotis Bachtsevanis, CMO at Media Panthers. I learned a lot from working with them, and their influence helped shape my direction in the industry. I also have a close friend who genuinely inspired me and helped shift my perspective on several things: Simon Honeywood from ReadySalted. Learning that he started a company with nearly no capital as a designer and successfully scaled it into a digital consultancy over the course of 20 years has been impressive.
In iGaming, messaging can make or break trust. What do you think makes content credible and persuasive in this space?
In the iGaming industry, many companies market their products and solutions in vague or overly complicated ways. Whether in B2B or B2C marketing, I’ve always focused on keeping things as simple as possible. Complex campaigns often appeal only to expert users, while clear and straightforward messaging ensures your brand resonates with new and broader audiences.
What’s one piece of content (an ad, a campaign, or even a simple email) that really impressed you in this industry?
During my time in affiliation, I had the opportunity to explore various traffic funnels, but one that particularly stood out was targeting the US market. A sports bar owner I was speaking to had partnered with local online sports betting operators, using QR codes placed in the bar to drive registrations and first-time deposits. As an added incentive, customers received discounts on food and beverages after signing up.
The approach was especially effective during American football games. By running tailored campaigns during live games, the promotion creatively combined the excitement of the sport with the chance to win bets, all while enjoying a meal. It was a smart and engaging way to bring new users to online operators in a highly competitive space.
You’ve spoken on panels and interviews. How important is thought leadership content for building reputation in iGaming?
I initially started participating in panels and interviews simply because I enjoyed them. However, I quickly realized that the more active I became, the more people began to reach out and engage with me. This experience showed me that active participation not only builds trust but also helps you become more integrated within the iGaming community and creates the opportunity for valuable discussions with other industry professionals.
If you were advising a brand starting fresh today, what content formats would you tell them to invest in first?
If I were starting fresh today, I would begin by creating a website and building a strong social media presence. In today’s landscape, whether B2B or B2C, everyone is on social platforms. Customers are more likely to engage with companies that maintain an active and credible online presence. One of the most effective ways to attract new clients is by building a community through social media, while diverting the traffic to your website, which, as a byproduct, will help in terms of SEO.
When you think about commercial growth, what role does content play in winning partners or clients?
While working in the event industry, I saw firsthand how powerful a strong media presence can be for B2B brand and product marketing. This can take many forms, such as webinars, articles, guest posts, or simply maintaining an active in-house social media presence. I once heard a business owner say, “If a company isn’t online, is the business even operational?” That really stuck with me.
The reality is that partners and clients prefer to work with companies that are visible, engaged, and proactive. A strong online presence signals that a company is not only active but also capable of offering ongoing support and solutions well beyond the initial sale or partnership.
Congratulations on your new role at Routy! How has the transition been so far?
Thank you! The transition is going well, slowly settling in. My official start date was September 11th, and I had to travel to SBC the following week. Fortunately, the conference went really well, and I received positive feedback from potential new partners and clients, so fingers crossed on that front. I’m genuinely excited about this new challenge. I’ll be overseeing sales, business development and marketing for Routy, areas I truly enjoy. Coming from the affiliate marketing space, you naturally become a bit of a jack of all trades, so this role feels like a great fit.
What sets Routy apart from other tools in the affiliate space?
Routy has already built a strong foundation of partners and clients, earning a solid reputation within the industry. One of my key goals is to maintain that trust and credibility while also expanding our client and partner base.
What sets Routy apart is its flexibility. We're a highly adaptable team with strong technical and business intelligence (BI) expertise. This allows us to cater to a diverse range of publishers, from novice users to expert-level professionals and companies. That adaptability is a major strength as we continue to grow and serve the evolving needs of the market.
Affiliate marketing is constantly evolving. What excites you most about where the industry is heading right now?
Affiliate marketing is undergoing significant changes, which puts increased pressure on publishers to diversify their traffic sources. Relying on a single traffic channel has become increasingly risky, making it essential to integrate multiple sources into their marketing funnels.
In particular, social media, programmatic advertising, and other less traditional channels are gaining traction, especially within the iGaming space. These emerging platforms are becoming both more popular and more important for running effective and scalable campaigns.
What’s one feature or idea at Routy you’re personally most excited to champion?
Routy is a traffic tracking platform designed to aggregate data and deliver detailed business intelligence insights. But beyond its core functionality, Routy plays a key role in promoting trust and transparency across the affiliate marketing ecosystem.
By providing publishers with actionable data, Routy empowers them to truly understand their performance and confidently engage in discussions with advertisers. This enables publishers to negotiate better deals and ensure they’re receiving the full value they’re entitled to.
What resonates most with me is the idea that Routy isn’t just a tracking tool, it’s a strategic partner for publishers. We help them dive deeper into their traffic sources, maximize their earnings, and avoid leaving money on the table.
If you could give one piece of advice to someone just starting out in iGaming, what would it be?
One of the most valuable ways to understand your own path in the industry is by speaking with people from different sectors. The affiliate and iGaming space is vast, with opportunities in commercial, marketing, compliance, business intelligence, and beyond. There truly is something for everyone.
Engaging with professionals across these areas can provide new perspectives, challenge your assumptions, and help you better define your own journey.
Always keep an open mind when it comes to exploring new strategies and tactics , adaptability and curiosity are key to growth in such a dynamic environment.
Is there anything else you’d like to add?
I really appreciate the opportunity to do this interview with you. I’ve been following your content on social media, and I have to say, Content Lab is doing some truly impressive work.
Thank you again for having me! Hopefully, we’ll catch up soon, whether at a conference or back in Malta!
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