Bulgaria-based affiliate Websa has made its mark across emerging markets, with standout success in Africa. In this exclusive interview, project manager Kristiyan Kyulyunkov shares his journey from football-obsessed freelancer to leading Nostrabet and explores why player education and smart localisation are key for affiliates in African markets.
“A dream come true” is how Kristiyan Kyulyunkov describes working for Bulgaria-based affiliate Websa. The 31-year-old has been a passionate football fan since childhood and is a devoted Manchester United supporter – even the club’s recent slump hasn’t shaken his loyalty one bit.
After graduating from university with a business degree, Kyulyunkov joined real-time score site Xscores as a data operator. The role helped him land a freelance content writing gig at the then-start-up site Nostrabet in 2016, before transitioning to a full-time position a year later. His proudest career moment came in 2023, when he became Websa’s project manager, leading the 15-member Nostrabet team.
We’re always looking for new markets where we can be among the first in the business
Emerging market pioneer
Founded by Kyulyunkov’s university mentor Atanas Tanev, Websa officially entered the affiliate space in 2016, although its key products – the sports betting-focused Nostrabet, Efirbet and the casino-focused Silentbet – had launched a few years earlier, around the time igaming regulation began in Bulgaria. Entering the market early paid off, and all three sites quickly gained traction among local igaming enthusiasts. But Websa’s ambition didn’t end there. Its goal was always to expand across emerging markets globally.
“When we first started developing our products there, we were pioneers in the Bulgarian market. So we’re always looking for new markets where we can be among the first in the business,” Kyulyunkov explains.
Nostrabet soon expanded into Japan, Brazil, India and Arabic-speaking regions. But its most notable success has been in Africa, where Efirbet’s alternative domain is fully focused on providing betting tips to South African users. According to PartnerMatrix’s affiliate traffic update for February 2025, the two sites topped South Africa’s casino traffic, generating around 368,000 clicks in just one month.
When you see how many African players are in top European clubs, it makes sense that people there are passionate about football and sports betting
Kyulyunkov believes the African igaming industry is “developing rapidly” and has “huge potential,” thanks in part to the continent’s population of over 1.5 billion, second only to Asia. He also points to sub-Saharan Africa’s soaring smartphone adoption rate, projected to reach 87% by 2030, as a major driver of access to igaming websites.
“I also think that people in Africa are really passionate about sports, especially football,” he adds. “When you see how many African players are in top European clubs, it makes sense that people there are passionate about football and sports betting.”
Affiliates as safeguards
Like many emerging markets, Africa presents challenges due to patchy regulation. Websa has focused heavily on South Africa, where igaming is more structured and operators are required to follow FICA verification protocols. Nigeria, by contrast, was long held back by a jurisdictional dispute between federal and state regulators – a conflict only recently resolved by a Supreme Court ruling that gave state governments authority over lottery and gaming. Meanwhile, most sub-Saharan countries still lack clear marketing and igaming product guidelines.
Affiliates should work legally and protect (African) bettors by creating a safer, more trustworthy environment
Kyulyunkov says that while such uncertainty “complicates things” for affiliates trying to “maintain a reputable brand and build trust”, it’s ultimately the players who suffer, as they’re more vulnerable to gambling-related harm. As these markets develop, he believes affiliates should lead the way in player protection.
“Affiliates should work legally and protect bettors by creating a safer, more trustworthy environment,” he says. “I think African players often need more education, which is why we create guides and educational content on our African sites alongside casino reviews.”
Creative localisation
Kyulyunkov acknowledges that being based in Eastern Europe can make it harder to grasp the nuances of African betting culture. That’s why he stresses the importance of local expertise. Nostrabet currently works with four African authors, including one full-time writer.
“When the author is based in the country and familiar not only with the profile of the bettors but also with the operators, they can register on the site, try the features and bonuses, and then give an honest opinion,” he explains.
I think English is the better option (for Kenya), but I know Swahili works for some other affiliates successfully too
SEO is central to this localisation strategy. Websa’s SEO experts constantly track regional search queries to guide content production. “Our SEO team always monitors the queries and questions that bettors in African countries search,” Kyulyunkov says. In addition, Nostrabet’s Ask the Expert feature lets users submit questions directly to the team, which not only boosts engagement but provides valuable insight into what users are genuinely curious about – a “win-win” he describes.
Language choice is also strategic, given the linguistic diversity across African countries. Kenya, for example, is home to 68 languages, with English and Swahili as its official languages. Although Nostrabet’s Kenya-facing content is published in English, the team debated whether Swahili might perform better when the site first launched in 2019.
“We analysed it, and I think English is the better option, so we decided to stick with it. But I know Swahili works for some other affiliates successfully too,” Kyulyunkov says. In contrast, for countries like Cameroon, Senegal and Côte d’Ivoire, French-language content localisation is key, which Nostrabet will focus on this year.
Websa also uses Telegram to reach African bettors directly – a platform that’s gaining traction thanks to its relaxed content and group limit policies. “We have a Telegram group where our in-house tipsters post football predictions daily,” Kyulyunkov explains. “They also report whether those predictions were right or wrong. Our African bettors are really engaged, and they usually follow the tips closely.”
This community-oriented approach extends to Nostrabet’s Tipsters league, a free-to-enter game where anyone – professional or not – can submit football predictions and win prizes in Nostracoins. Kyulyunkov says it’s been instrumental for user retention, keeping bettors active and returning even when algorithm changes affect Google traffic.
We want to add rugby and snooker predictions, especially for South Africa, where these sports are becoming more popular
Looking ahead
Confident that igaming regulation across Africa will continue to mature, Kyulyunkov sees major growth ahead. Websa regularly attends iGB Affiliate and iGB L!VE, which he says have helped the team refine its products and connect with global partners. In the future, he hopes to attend more local conferences in African countries to meet industry peers and gain deeper insights into player behaviour.
As for what’s next for Nostrabet and Efirbet, Kyulyunkov plans to expand its prediction offerings beyond football. “We want to add rugby and snooker predictions, especially for South Africa, where these sports are becoming more popular,” he says.
As for his personal goal? Kyulyunkov simply wants to keep doing what he loves – combining his passion for football with a career in an ever-evolving industry that challenges him daily and, in his own words, “makes me feel alive”.