Psychological safety: How to resolve igaming affiliate conflicts

In the dynamic and competitive igaming industry, leadership goes beyond just achieving targets and driving results. To create a high-performing team, leaders must also prioritise psychological safety and be equipped to handle conflicts effectively. This article will explore the importance of leadership fundamentals, psychological safety, and conflict resolution in the workplace, offering strategies that affiliate managers, directors, sales teams, or affiliates themselves can create a more collaborative and productive environment.

What is psychological safety?

“Psychological Safety is an employee's ability to be open and secure in interactions with their leaders and peers.” - Ecsell Institute

It refers to an environment where individuals feel safe to take risks, share ideas, and make mistakes without fear of judgment or retribution. In an industry like igaming, where rapid decision-making and innovative strategies are essential, psychological safety is crucial to fostering creativity, open communication, and continuous improvement.

In a psychologically safe environment, team members are more likely to:

• Voice their concerns without fear of criticism
• Share innovative ideas or solutions without hesitation
• Learn from mistakes and setbacks without being penalised

Why is psychological safety important in the igaming Industry?

Affiliate managers, affiliate directors, sales teams, and affiliates are often required to work under pressure to meet targets, manage relationships, and stay ahead of trends in a highly competitive market. A psychologically safe environment allows team members to:

• Collaborate effectively: Open communication and mutual respect lead to better cooperation across departments.
• Adapt to change: Psychological safety helps individuals navigate uncertainty and new challenges with confidence.
• Foster innovation: A safe environment encourages new ideas, improving campaigns and customer acquisition strategies.

Conflict resolution in the igaming industry

In any workplace, conflict is inevitable, especially when different personalities and priorities collide. In the fast-paced and performance-driven igaming industry, conflicts can arise among:

• Affiliate managers and affiliates: Miscommunication or unmet expectations can lead to frustration over performance, revenue share agreements, or campaign strategies.
• Sales teams and affiliate directors: Pressure to achieve KPIs and sales targets can sometimes create tension, particularly when resources are limited or priorities conflict.
• Teams in general: Competition, misunderstandings, or differing work styles can lead to interpersonal conflicts that disrupt collaboration.

As a leader, it is vital to address conflicts proactively to prevent escalation and maintain a healthy work environment. Below are five key strategies for resolving conflict and creating a psychologically safe workplace.

Establish clear communication channels

Clear, open communication is one of the best ways to prevent conflict and resolve issues when they arise. Misunderstandings and lack of transparency are often the root causes of workplace conflict.

Example: For an affiliate manager, ensuring clear communication regarding expectations, timelines, and performance metrics can prevent frustration when affiliates feel like they haven’t been given adequate support or guidance.

Solution: Implement regular check-ins with affiliates or sales teams to ensure everyone is aligned on goals and strategies. Use collaborative tools like Slack or Microsoft Teams to keep communication transparent and streamline problem-solving when conflicts arise.

Encourage active listening and empathy

Conflict resolution is not just about “finding a solution” but also about understanding the emotions and perspectives of everyone involved. Encourage active listening, where all parties feel heard and understood.

Example: If an affiliate director is receiving pushback from an affiliate about the terms of a partnership or a campaign strategy, instead of defending the company’s position, the director should first listen carefully to the affiliate’s concerns and try to understand their point of view.

Solution: Foster a culture where listening is prioritised rather than reacting. Encourage your team to practice empathy by acknowledging the emotions behind a conflict before moving to resolution. Saying, “I understand how this might feel frustrating” can go a long way in making the other person feel respected.

Create a structured conflict resolution process

Without a formal structure in place, conflicts can fester and lead to long-term issues. By establishing a clear, structured approach to conflict resolution, you can productively tackle disputes head-on.

Example: For a sales team facing tension due to differing approaches to prospecting new affiliates, a clear process can be implemented. This could involve gathering both perspectives, evaluating the impact of both strategies and then jointly agreeing on a solution or compromise that serves the team’s overall goals.

Solution: Introduce a formal process, such as a conflict resolution meeting, where issues are discussed in a structured manner. Define clear steps for resolution, such as:

• Step 1: Acknowledge the issue.
• Step 2: Understand each party’s perspective.
• Step 3: Collaboratively work toward a mutually beneficial solution.
• Step 4: Agree on action points and follow-up steps.

A valuable framework for navigating feedback effectively is Radical Candor, a concept introduced by Kim Scott in her book of the same name. Radical Candor emphasises the balance between “caring personally” and “challenging directly”, forming a quadrant that helps individuals deliver feedback that is both kind and constructive. The framework distinguishes between Radical Candor (both caring and challenging), “obnoxious aggression” (challenging without caring), “ruinous empathy” (caring without challenging), and “manipulative insincerity” (neither caring nor challenging). By adopting Radical Candor, teams can foster open, honest communication that strengthens relationships and drives growth

Foster an environment of mutual respect

Psychological safety thrives when team members feel that they are respected and valued, regardless of their position or role in the organisation. Conflict often arises when individuals feel disrespected or unheard. Leaders must set the tone for respect and inclusivity.

Example: An affiliate manager may experience conflict when they are not consulted before decisions are made regarding their affiliates' campaigns. In this case, it’s important to respect the affiliate manager’s expertise by involving them in decision-making processes.

Solution: Lead by example. Show respect to your team members through your actions and language, whether you're dealing with a partner, an affiliate, or a direct report. Acknowledge the value of each person's contribution and avoid undermining or belittling their role.

Promote accountability and personal growth

A healthy workplace culture is one where everyone is accountable for their actions and takes ownership of their role in any conflict. Encouraging personal growth, self-awareness, and responsibility can prevent issues from escalating.

Example: An affiliate might blame the affiliate manager for poor campaign performance. However, the manager can guide the affiliate through a reflective process, asking questions like, “What changes could we have made to improve results?” This encourages the affiliate to take responsibility for their part in the outcome.

Solution: Promote a culture of self-awareness and responsibility through coaching and development programs. Encourage employees to reflect on their behaviour and how it contributes to the overall team dynamic. Regular performance reviews and feedback sessions can help reinforce accountability.

A safe and productive environment

In the igaming industry, psychological safety and conflict resolution are integral to creating a high-performing team that works collaboratively to drive results. By fostering open communication, empathy, mutual respect, and accountability, leaders can ensure that conflicts are resolved quickly and effectively, allowing for continued growth and innovation.

Implementing these strategies including clear communication, active listening, structured conflict resolution, mutual respect, and accountability will not only improve the dynamics within different teams in the affiliate sector but also cultivate an environment where everyone feels safe to contribute, take risks, and thrive.