By
iGBA
Editorial
In this latest of our Meet the Manager series, we speak to Anastasiia Shcherbyna, CMO MelBet Partners & Affiliates, on how she got into iGaming, what attracted her to MelBet and what trends she believes have helped shape 2025.
What made you choose a career in affiliate marketing in the iGaming industry?
My journey into affiliate marketing started with dropshipping and classic digital marketing. At that time, I was looking for a field and direction that would excite me. Through some contacts, I learned about the affiliate industry – and from the first moment, I knew I had found the right environment. The speed, energy, and strong networking – all of this was exactly what I was missing.
And when I entered iGaming, the puzzle finally came together. It's a market where you can't stand still. Everything matters here: strategy, people, product and analytics, as well as the ability to adapt and change quickly. Every day is a new challenge. It's this unstable but vibrant pace that still inspires me.
How did you join MelBet?
I went a long way from my first position as an affiliate manager to working with large teams and building processes. I grew quickly, took on more responsibility, got involved in partner communications, PR activities, brand development and strategic tasks.
So the opportunity to join MelBet Partners & Affiliates as CMO became a serious challenge for me and a move to a completely new level. The degree of responsibility and ambition was high, but it was exactly the kind I was prepared for step by step through my experience, industry knowledge and work approach.
Every day I see that I made the right choice. We're growing, strengthening our market positions and launching projects that push the industry forward. Honestly, I truly enjoy it.
What are you paying attention to at MelBet right now?
Right now, my focus at MelBet Partners & Affiliates is growing the partner programme and strengthening the brand in key markets, including Tier-3 regions. We're actively building local strategies, adapting products and improving trust and communication. Brand and partner programme development are moving in several directions at once: new GEOs, new tools, new retention formats and developing the iGaming market culture in fast-growing regions.
We're actively building local strategies, adapting products and improving trust and communication
I strongly believe that in our niche, winners aren't those who run a 'hype campaign,' but those who build a structure – where product, partner, metrics and people form a complete system. And this requires not just resources, but attention to detail, constant contact and the ability to think long-term.
How do you build culture within the team?
The culture at MelBet Partners & Affiliates is built on three pillars: trust, responsibility and maturity. I believe in a team where people understand not just what they do, but why. They can take initiative freely, knowing their decisions matter.
Within the team, we support openness and transparency in work processes: we discuss the context of processes, share analytics and openly explain the reasons behind decisions and actions. All of this creates a sense of stability in such a dynamic and sometimes unpredictable industry.
What leadership principles are key for you in a fast-growing industry?
For me, leadership is about creating a space where people can grow, experiment, and learn. When the team works not out of fear but from inner motivation, the energy appears that builds a strong culture – alive, stable and results-focused.
What do you enjoy most about your work?
Energy. iGaming isn't just an industry; it's a rhythm, constant movement, and dynamic flow. Everything moves here: channels, audience, trends and tools. I love being at the centre of this whirlwind. Watching from the outside is one thing, but experiencing the changes firsthand and influencing where we go next is an unforgettable experience.
I believe in a team where people understand not just what they do, but why. They can take initiative freely, knowing their decisions matter
Over the years in the industry, I've met dozens of talented professionals, and what connects us isn't just work, but shared ideas and a vision for the future. As well as a sense of pace and excitement.
What, in your opinion, makes partnering with MelBet unique for affiliates, and how do you personally support this?
At MelBet Partners & Affiliates, we work with collaborators as full business teams, not just as traffic sources. We provide fast payments, accurate analytics, flexible collaboration models and support you can rely on in any situation.
We develop local expertise, strengthen brand presence and integrate automation. This makes working with our offers easier and results more predictable. It's the combination of strong infrastructure and a human approach that creates the value of working together with MelBet Partners.
What trends do you think have helped shape 2025?
If we talk about affiliate marketing in 2025, I would highlight 4 key trends:
- Automation and AI. From full analytics to creating ads and chatbots in funnels. Automation helps reduce time-to-market and makes personalisation 5 times faster, especially at a large scale.
- Hyper-localisation. General banners don't work – local funnels adapted to language, influencer, design, behaviour, and cultural codes of the audience do. The more precise the setup, the higher the CR.
- Influencer marketing and UGC. This is no longer just a trend but a stable channel. Recognisable faces, honest storytelling and clear formats work better than any promo page, especially in developing markets.
- Personalised approach to collaborators. They aren't looking for one-size-fits-all terms - they value customised solutions. Flexible payment models, transparent analytics, quick responses and dedicated managers are becoming the standard. The better we understand a partner's business and goals, the faster we grow together.
What mistake in your career do you consider the most valuable lesson?
I wouldn't call it a mistake – more like an experience that greatly changed my approach to leadership. I used to think that if I didn't check every step, the process would definitely go wrong. But over time, I realised one important thing: when you control everything, you don't let people grow.
A strong team is built not on total control, but on trust. Sometimes an employee needs the right to make mistakes – it's part of their growth, their own experience, through which real expertise comes. A person doesn't become stronger because everything is double-checked for them. They become stronger when they can handle a task themselves, learn from it, correct themselves and grow.
I used to think that if I didn't check every step, the process would definitely go wrong. But over time, I realised one important thing: when you control everything, you don't let people grow
For me, this was a turning point: letting go of micromanagement, giving more freedom and allowing people to show their abilities. That's when the team becomes stronger and the results more consistent.
What's your favourite TV show that you're willing to watch over and over again?
Honestly, I hardly have time for TV shows. I used to really enjoy Game of Thrones – up until the eighth season.
I'd probably highlight documentaries instead, ones that truly inspire and resonate. Some of my favourites are Whitney Houston: I Wanna Dance with Somebody and Senna. In these stories, you can feel real-life energy, the strength of personality and a journey that's genuinely fascinating to watch.
Sometimes, to switch off, I watch a light movie or TV show with beautiful visuals – just to relax. But if I have to choose, I always go for documentaries that have meaning and truth.
Where do you dream of going on vacation?
Japan. This country has long been on my must-visit list. I'm inspired by their culture – from architecture and food to work ethic and attention to small details. I've always admired how people in Japan have preserved their cultural and spiritual heritage in such a digital and technologically advanced environment. It's not only impressive but also commands respect. I think it's a place where you can recharge and see the world from a different perspective.