Richard Hillerström’s reflections on the Gozo Affiliate Retreat

Richard Hillerström, one of our Sales Managers, participated in the retreat and shared a personal take on why this wasn’t just another iGaming event.

“The Gozo Retreat struck the perfect balance of serenity, culture, and valuable networking,” he said. “It wasn’t just another industry event; it felt like a reset that made connections both genuine and forward-looking.”

Held just before the Euro-Med Summit, the retreat deliberately favoured intimacy over scale. With no packed conference halls or endless queues for coffee chats, the setting gave affiliates space to connect in a way that felt purposeful.

“What stood out to me was how the retreat felt,” Richard explained. “With such a small group, you had the time and space to build real relationships, rather than just quick exchanges on a crowded conference floor.”

From speedboats and Blue Lagoon lunches to Xarabank rides ending in a village feast, the programme might have looked like leisure from the outside. But for Richard, these shared experiences provided something more valuable. “The whole atmosphere broke down barriers,” he reflected. “Instead of competing, we were collaborating. We discussed emerging technology, regulation, and compliance, and communication happened very naturally over dinner or on deck.”

And those discussions carried real business weight, Richard explained. Affiliates, once seen primarily as acquisition machines, are now stepping into roles that support brand-building and retention. “Affiliates are evolving into long-term partners,” he said. “We’re no longer just about sending traffic; we’re fundamental in shaping content, building communities, and adding real value to brands in regulated markets.”

For him, the backdrop of Gozo wasn’t just beautiful scenery, but it reinforced the bigger picture. “Gozo showed us that hospitality and strategy can go hand in hand,” he noted. “The island’s charm set the tone, but the bigger takeaway was how it framed affiliates as long-term partners in brand-building and innovation.”

Richard also highlighted how technology is accelerating this shift. “AI, automation, and data tools are giving affiliates the chance to be more creative,” he said. “They free up time for storytelling and user value, which is what really builds loyalty.”

The retreat also reminded Richard how important reputation is. “In such a small industry, your reputation is everything. Quick wins fade, but trust and genuine connections last,” he added.

As Malta prepares to host 12,000 delegates for the Euro-Med Summit, the Gozo retreat acted as a warm-up lap, ensuring affiliates like Richard entered the main stage with deeper relationships and sharper objectives. “It was the perfect onboarding,” he said. “By the time we got to Malta, we weren’t strangers. We’d already discussed all that matters in the industry.”

For Richard, the retreat’s value lay in how seamlessly it blended the personal with the professional. “Yes, the Blue Lagoon was stunning, and yes, the fireworks were memorable. But the real highlight was the feeling that we’re part of something bigger, an industry that’s maturing, innovating, and realising that collaboration beats competition.”

Gozo may have provided the sunsets, but for affiliates like Richard, the real glow came from a renewed sense of where iGaming is heading and fresh motivation for what comes next.

Richard Hillerström, Sales Manager, plays a key role in driving strategic partnerships and expanding our global affiliate network. His prime focus is on performance and relationship-building, ensuring that every collaboration delivers long-term value for our partners and for Game Lounge.