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Game Lounge appoints Keith Cassar as Chief Product & Technology Officer to drive data-led growth and AI innovation
Keith has led key initiatives that strengthened the company’s data standards and transparency work. This includes the Affiliate Trust and Data Index, which set a benchmark for data quality across affiliate platforms, and reporting initiatives that improved how operators and affiliates work with performance datasets. He has also guided the company’s shift towards AI-powered tools that support analysis, content optimisation and faster decision-making.
In his new position, Keith will oversee all product and technology activities, including product strategy, engineering, AI adoption, data governance and UX. His focus will be on scalable data products, measurable performance, and closer alignment across technology, product, data, SEO and content operations.
Industry context and Game Lounge’s leadership role
The iGaming affiliate sector is moving towards higher data standards, clearer reporting practices and more measurable outcomes for operators. Affiliates are adopting advanced analytics, user intent modelling and AI-powered content, driven by regulatory expectations and new search patterns shaped by large language models.
Game Lounge has been active in this shift, promoting transparency and stronger data practices across the industry. Through its work on the Affiliate Trust and Data Index and its focus on accurate tracking, the company has positioned itself as a reference point for data quality and responsible reporting.
Comments
Richard Dennys, Chief Executive Officer of Game Lounge, said:
“Keith has been central to our progress in data and technology. His leadership helped us raise our standards and build stronger internal capabilities. This promotion supports our strategy to lead with data, product quality and responsible marketing.”
Keith Cassar added:
“I’m looking forward to building on the progress made so far. My focus will be on data-driven products, AI-powered workflows and improving the experience for users and partners. Transparency and reporting accuracy remain key priorities as we grow in our markets.”
Looking ahead
Game Lounge plans to increase its focus on data-driven content, AI-assisted optimisation, and stronger visibility on search engines and LLMs. The Product and Technology team will continue developing capabilities that support accuracy, faster decision-making, user trust and long-term scalability. The company will also adapt to shifts in affiliate marketing with more personalised experiences and new data-led offerings shaped by LLM-driven search behaviour.
Game Lounge, founded in 2011, is a global affiliate company with a strong presence in casino and related verticals. It continues to invest in talent and new capabilities to support sustainable growth in a changing industry.
