The future of affiliate marketing in Africa
Affiliate marketing in Africa’s iGaming sector is shifting, extending beyond traffic numbers and quick acquisition wins. A panel of experts from RavenTrack, an affiliate tracking platform, discussed opportunities and challenges shaping this transformation during a podcast held by iGaming AFRIKA. They stressed that the future of affiliate marketing lies in trust, community, and sustainable relationships with players.
For years, affiliates were treated mainly as acquisition partners, valued for the new players they delivered to operators. The panellists argued that this perspective is too narrow to sustain growth. Affiliates create greater value when recognised as growth partners, collaborating with operators to keep players engaged, loyal, and profitable.
This shift is especially critical in Africa, where many players are experiencing online betting for the first time. Affiliates focusing solely on sign-ups risk high churn rates and wasted marketing budgets. Those who choose to emphasise on education, trust-building, and retention can create consistent revenue streams. In some cases, operators with fewer sign-ups have outperformed competitors by securing higher net revenue from loyal players.
Africa’s affiliate model
Unlike Europe, where digital strategies dominate, Africa’s affiliate ecosystem is shaped by personal and community-driven connections. Affiliates often serve as first touchpoints for new players, guiding them into betting platforms while building comfort and trust. They assist customers with sign-ups, explain betting platforms, and ensure players feel secure when placing their first wagers. Affiliates in Africa embed themselves in daily life routines, from call centres and shops to taxi ranks and WhatsApp groups.
Africa’s financial infrastructure also influences this model. The continent is mobile-first, so affiliates build strategies around mobile money transactions and flexible payment methods. Affiliate marketing is still young compared to mature markets like Europe, but that youth has its advantages.
“But this is an advantage because this allows one to do things differently and actually get it right from the get-go,” says Aaron Myerthall, Head of Sales and Partnerships at RavenTrack. Success in Africa depends on trust and community above all other factors. Listening to and understanding the market remains essential for affiliates seeking long-term success. Affiliate marketing in Africa is, to put it simply, far more humanised.
From acquisition to retention
The panellists noted that Africa’s strongest growth stories come not from high registration numbers but from improved retention performance. Operators now prioritise player lifetime value, traffic quality, and cross-vertical engagement for stronger growth and long-term success. At the same time, they ensure tracking remains GDPR-compliant through anonymised IDs that protect sensitive player information.
“Affiliates need to be viewed as more than just acquisition partners and more linked growth partners,” says Max Bennett, Technical Account Manager at Raventrack. Affiliates sustain engagement by creatively promoting in-play betting, daily spins, and sharing top-level player data with operators. Retention-driven strategies ensure players remain active even after initial excitement fades.
“At the end of the day, it’s about building proper relationships, understanding regulations and moving with the times.”
Aaron Myerthall, Head of Sales and Partnerships at RavenTrack
Authentic campaigns that work
Warren Blake Vercueil, Customer Success Manager at RavenTrack, shared an example of an effective campaign.
“There was a campaign run by Betika called ‘Bet on Yourself’. They enlisted Ronaldinho, who visited Kenya for charity events and football exhibition matches. What made it successful was the authenticity behind it. Ronaldinho’s presence wasn’t just for clout, and this resonated with the local demographic. In turn, it amplified online content and engagement.” The panellists agreed that visibility alone does not guarantee success.
Campaigns must balance brand strength, compelling hooks, and localised technology reflecting Africa’s diverse cultural realities. In markets where regulations remain fragmented, affiliates who prioritise compliance, transparency, and long-term partnerships will ultimately thrive. Those chasing only quick wins risk losing ground as the industry matures.
Flashy campaigns matter only if they build genuine, lasting connections with players. Operators and affiliates must evaluate not only sign-ups but also engagement across multiple products and loyalty after campaigns end.
Regulatory shifts
Affiliate marketing’s success in Africa also depends on the ability to navigate evolving regulations. Markets across the continent are adjusting regulations as the industry grows, which at times may cause uncertainty among operators and affiliates alike. The affiliates who adapt during these periods of regulatory change are the ones who remain successful long term.
“At the end of the day, it’s about building proper relationships, understanding regulations and moving with the times,” Aaron points out.
Authentic campaigns supported by solid tracking and retention strategies are key to delivering lasting business value in Africa’s iGaming sector. Sustainable affiliate marketing requires commitment to compliance and alignment with long-term industry development.
Where is affiliate marketing headed in Africa?
Affiliate marketing in Africa is no longer only about fast sign-ups and traffic numbers. Its future lies in creating trust, strengthening communities, and building relationships that extend beyond short-term wins. Operators who view affiliates as true partners will foster stronger engagement and greater player loyalty.
Africa’s youthful market, mobile-first infrastructure, and community-driven culture make it unique compared to other regions. By prioritising authenticity, retention, and compliance, affiliates and operators can unlock sustainable growth in the years ahead.
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