Maria Shmeleva on managing affiliate programmes on a large scale
In the iGaming market, each type of partner requires a unique commission structure, tracking requirements and relationship management. That is one of the most essential Rules of Champions, which the affiliate programme management platform Aff.Tech and gaming platform developer GR8 Tech will present at the SiGMA Central Europe summit.
In an exclusive interview with SiGMA News, Aff.Tech CEO Mariia Shmelova explained how champion operators create diversified affiliate ecosystems that scale across multiple traffic sources simultaneously. In particular, she discussed the technologies and values that enable them to cope with such operational complexity.
Overcoming traffic source limitations
Maria, from your experience, what complicates the diversification of affiliate programmes from an operational point of view?
Affiliate diversification becomes complex fast because every partner, from content creators to media buyers, plays by different rules: tracking setups, commission logic, traffic sources. Once you go beyond a handful of partners, managing these relationships manually turns into chaos.
Without the right tech, operators either stay safe with a few partners and cap their growth or try to expand and drown in operational noise. Aff.Tech aims to eliminate that trade-off, giving operators complete control, automation, and transparency so they can diversify and scale without limits.
From a technological standpoint, what capabilities must an affiliate management platform have to enable large-scale diversification?
At scale, technology isn’t just about tracking clicks; it’s about orchestration. A true platform must make hundreds of partnerships operate as one ecosystem:
- Visibility: complete performance insights to drive data-led decisions;
- Flexibility: adaptable commission structures to match each partner’s value;
- Control: segmentation tools to focus on quality traffic, not just volume.
Real diversification happens when technology turns operational friction into structured growth, enabling operators to experiment, optimise, and scale seamlessly across multiple sources.
About large-scale
Does a tech platform solve the problem of managing affiliate programmes on a large scale?
Aff.Tech was engineered for scale from day one, and now it serves hundreds of thousands of partners, millions of tracked actions, and collaborations with top iGaming operators.
Our strength lies in turning complexity into opportunity.
The platform connects, automates, and analyses every element of affiliate performance so operators can expand into new markets and channels without losing control. It’s not just scalable, it’s a performance-driven infrastructure that lets operators compete, grow, and win like champions.
GR8 Tech’s ‘Rules of Champions’ campaign explores what separates successful operators from those who struggle. How does managing the partner ecosystem impact operator success?
Winning operators share one mindset: they treat their affiliate ecosystem as a living network, not a list of partners. They act fast on real-time data, support and motivate affiliates continuously, and make every relationship contribute to business impact.
At Aff.Tech this philosophy is captured in the Aff Yourself Club Rulebook, empowering operators to set their own rules, master their ecosystem, and turn strategy into tangible results. Championship-level performance always starts with ownership and clarity, and that’s exactly what our technology delivers.
How does the affiliate marketing strategy differ in developed markets and Tier 2/3 emerging markets?
In established markets, affiliate marketing is a precision game: optimising proven channels, nurturing top partners, and maximising efficiency.
In emerging Tier 2/3 markets, it’s a speed and discovery game: success belongs to those who experiment, diversify, and localise fast.
That’s why operators need adaptive technology and real-time data to capture opportunities before competitors do.
Mature markets reward discipline; emerging ones reward agility.
What enables brands to survive and thrive in the highly competitive iGaming affiliate market? What qualities and approaches are crucial?
The strongest brands win through strategy, adaptability, and partnership. They don’t just chase traffic; they build ecosystems where affiliates are motivated, performance is transparent, and every action is measurable.
Agility is everything: in a market that changes daily, leaders are the ones who can test, learn, and optimise faster than anyone else.
Sustainable success in iGaming comes from the combination of vision, operational discipline, and genuine collaboration.
On the evolution of the affiliate market
What changes would you like to see in the industry in 2026, particularly in relation to affiliate marketing?
By 2026, I want to see affiliate marketing evolve from transactional to intelligent partnership ecosystems.
Data should flow transparently, affiliates should be empowered, and success should be measured by long-term value, not just volume.
I also expect agility to become the ultimate competitive edge: those who test, optimise, and adapt in real time will define the next generation of iGaming leaders. The future belongs to operators who combine innovation, strategy, and authentic partnership.
This article was first published in Russian on 29 August 2025.
All roads lead to Rome, 03–06 November 2025. SiGMA Central Europe takes centre stage at the Fiera Roma, uniting 30,000 delegates, 1,200 exhibitors, and 550 speakers. This is where legacies are built, and the future takes shape. Connect with the innovators’ driving change.
