Anastasiia Shcherbyna on the evolution of iGaming affiliate strategies
Affiliate programmes in iGaming are undergoing a structural transformation. Regulators are tightening requirements, and competition for quality traffic is growing. Operators are reviewing their payment models, shifting their geographic focus, and restructuring their work with affiliates.
Why is RevShare replacing CPA? How can you build transparent relationships with partners? What determines success in the African and Middle Eastern markets? These questions were answered by Anastasiia Shcherbyna, CMO of MelBet Partners & Affiliates – a company operating since 2011 and present in over 60 regions. Anastasiia Solomakha conducted the interview during the SiGMA Eurasia summit.
Payment models: why RevShare beats CPA
Amid changing regulations, betting brands are increasingly moving away from one-off fixed payments (CPA) towards a revenue share (RevShare) model. According to Anastasiia, this approach is more beneficial for the company in the long term: “Working under a recurring revenue share model is generally more beneficial for the company than waiting for a return on a one-off payment. Our brand was originally built on this model. One-off payments, of course, require higher-quality traffic sources so that we can start earning as soon as possible, rather than waiting for revenue months or years down the line”.
Africa as a strategic priority
When asked about the most promising regions, Anastasiia unequivocally points to the African continent: “We are focusing on the entire African continent. We are expanding there, securing as many licenses as possible, and gaining a deep understanding of cultural nuances. We are just as interested in French-speaking and English-speaking Africa as we are in the MENA regions”.
The company is actively expanding its geographical reach: around 45 regions are publicly available, but around 60 are accessible to trusted partners. Most of the new regions are in Africa, with Asian countries being the next priority.
Transparency and monitoring tools
Anastasiia describes the issue of transparency in affiliate programmes as the most challenging, particularly for companies with a long history: “When you have a huge organisation, it’s very difficult to change certain details. We are currently integrating with API teams to transmit all necessary information in real time”.
This year, the company plans to update the partner dashboard with enhanced functionality. At the same time, MelBet Partners is committed to data transparency: “We hide nothing and want to provide our partners with as much information as possible about deposits, repeat deposits, volumes, and the actual revenue figures involved. We don’t even hide our profit from them, simply so that they can optimise their businesses and improve the quality of traffic”.
Localisation: more than just translation
The strategy for entering the markets of Africa, the Middle East, and Latin America requires a deep understanding of cultural nuances. In this context, Anastasia emphasises the importance of hiring local specialists: “Around 80% of my colleagues live in or were born in the region they are developing. It is much easier for someone from Kazakhstan or India to understand the mindset of their own country”.
Localisation encompasses a multitude of factors. Anastasiia stresses the importance of understanding how ‘aggressive’ a particular region is, how it receives information, and whether the audience responds well to additional engagement or push messaging. For example, in Arab countries, people tend to dislike intrusive communication, notes Anastasiia.
It is also worth analysing which sports are of interest, which words are most effective, and which colours and button placements resonate most. Anastasiia gives examples of regional differences: basketball dominates in the Philippines, while football leads in Africa, although hockey and cricket also have strong followings.
In addition, when placing outdoor advertising, check the location for proximity to schools and religious institutions.
What determines success in iGaming affiliate marketing
MelBet Partners’ experience demonstrates several consistent trends in the development of iGaming affiliate marketing:
- RevShare is becoming the dominant model in iGaming affiliate programmes due to its stronger long-term monetisation potential.
- Africa is the main focus of expansion, with a focus on licensing, localisation, and cultural adaptation.
- Transparency is achieved through API integrations and full disclosure of financial data to partners.
- Localisation is not simply translation but a comprehensive adaptation of the product to the audience’s behaviour, preferences and culture.
Firstly, the RevShare model is evolving from an alternative into an industry standard: it aligns the interests of the operator and the affiliate, incentivising a focus on traffic quality rather than volume. Secondly, the African continent is becoming the key area of competition. Companies that invest in licensing and cultural adaptation now will gain a significant advantage within the next five years. Thirdly, transparency is becoming an operational requirement: partners expect access to real-time data, and operators who cannot provide this level of openness risk losing key affiliates.
The main takeaway from the interview with Anastasiia Shcherbyna is that success in iGaming affiliate marketing is determined not by payout size but by a deep understanding of local markets and a willingness to share data with partners responsible for player acquisition.
This article was first published in Russian on 30 March 2026.
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