In the fast-evolving world of iGaming, sustainable partnerships are often the foundation of long-term success. iGBA speaks with Anastasiia Shcherbyna, chief marketing officer of Melbet Partners & Affiliates, to understand how the programme has placed itself in the position to attract and grow new partnerships.
In 2025, the industry is not be just a battle for players. It's a race for affiliates, agencies, media buyers and teams who bring those players into the brand's ecosystem. Competition for quality traffic is getting tougher every quarter and older strategies no longer work. To not only attract but also retain the best, a brand needs more than just fame and popularity. It must be clear, reliable and profitable in the long term – exactly where MelBet Partners & Affiliates has positioned itself within iGaming.
In a saturated affiliate programme market, the winners aren’t those who offer the highest rates, but those who build a comprehensive infrastructure based on trust, retention and fostering strong relationships. MelBet’s experience shows that retention, predictable payouts, flexible terms and localised solutions are far more important than an aggressive CPA model at the entry point.
Why do partners stay? Because they receive not just money, but value: support, transparent terms and growth
“We see that the best partners aren’t those who come for just one test,” says Anastasiia Shcherbyna, chief marketing officer of Melbet Partners & Affiliates. “The best partners are those who stay with us for years.
“Why do they stay? Because they receive not just money, but value: support, transparent terms and growth.”
Partners choose the model that best fits their working strategy and traffic type – CPA, revenue share or hybrid. The MelBet Partners & Affiliates team provides tools for any scale. Attention is given not only at the start but also to how partners earn in the long run.
A foundation built on trust and transparency
One of the main reasons MelBet Partners has established a reputation for lasting relationships is its commitment to transparency. “Transparency is the foundation of trust,” notes Shcherbyna. “It removes tension and lays the foundation for long-term relationships.”
Affiliates are provided with real-time data and detailed analytics that make it easy to track conversions, player activity and revenue shares. By giving partners complete visibility into performance metrics, MelBet eliminates the uncertainty that often plagues affiliate relationships.
“Trust is built over time, and MelBet’s reliability creates a stable foundation on which affiliates can confidently grow their businesses,” she continues. “When partners know they can depend on prompt payments and fair treatment, they are more likely to stay committed.”
A diverse and competitive product portfolio
MelBet’s product range is another reason affiliates remain loyal. The brand offers a diverse selection of betting markets and casino games, which appeal to a global audience. Affiliates can promote a wide variety of products – from sports betting and live dealer games to esports and virtual sports – ensuring they can target different customer segments effectively.
Trust is built over time, and MelBet’s reliability creates a stable foundation on which affiliates can confidently grow their businesses
The company’s affiliate programme succeeds internationally because it combines global reach with a localised strategy. While MelBet operates in multiple markets, it takes care to adapt its branding, promotions and payment methods to local preferences. From the CIS and Asia to LatAm and Africa, a strong point of the affiliate programme is that they don’t offer one-size-fits-all deals to everyone.
“All materials, from payment scenarios and language support to banners and funnels, are adapted and localised according to player behaviour in each country,” explains Shcherbyna. “It is especially crucial in highly competitive markets where local relevance matters more than the brand itself.”
This diversity allows affiliates to adapt to trends and player preferences in different regions. For instance, when certain sports or markets are in high demand, affiliates can tailor their promotional efforts accordingly. MelBet’s flexibility and adaptability ensure that its partners always have fresh opportunities to attract new players and retain existing ones.
Advanced marketing tools and support
Long-term partnerships thrive when affiliates are empowered with the right tools and support. MelBet Partners invests heavily in technology and marketing resources to help its affiliates succeed. From professionally designed banners and localised landing pages to API integrations and deep-linking options, MelBet provides everything affiliates need to run effective campaigns.
“At MelBet Partners & Affiliates, the account manager is not just an account contact but a professional who helps solve real tasks,” says Shcherbyna. “Whether it’s launching campaigns in Chile, localising for Uzbekistan, or testing a crash product in Africa, this is what affiliates value when deciding to stay with the programme for the long term.”
This human touch – combined with a tech-driven infrastructure – ensures affiliates never feel isolated or unsupported.
Commitment to responsible gaming and ethical standards
The relationship between MelBet and its affiliates depends not only on profitability but also on integrity and sustainability. The company promotes responsible gaming practices, ensuring that its operations comply with industry regulations and ethical guidelines. Affiliates are encouraged to market responsibly, targeting adult audiences and avoiding misleading promotions.
At MelBet Partners & Affiliates, the account manager is not just an account contact but a professional who helps solve real tasks
By maintaining these standards, MelBet protects both its brand reputation and the credibility of its affiliates. Ethical practices build long-term trust with players, regulators and partners alike – helping everyone involved sustain growth without compromising values.
Building partnerships that last
Short-term conversion no longer solves today’s problems. Media buyers and affiliates operate in a high-risk environment where traffic costs steadily increase, iGaming regulations frequently change in emerging markets, and content requirements are stringent. Therefore, affiliates are looking not just for an offer but for a reliable partner – a support system they can count on to weather instability and continue scaling.
“Retention is a concrete business,” explains Shcherbyna. “The MelBet team analyses player behaviour, automates funnels, launches reactivation programmes and works with offers that increase ARPU. All of this directly impacts partner income, making collaboration with the iGaming brand predictably profitable.”
Ultimately, according to Shcherbyna, the reason MelBet’s partnerships endure is that “the company treats its affiliates as strategic partners, not just traffic sources”. The affiliate model is designed to create mutual benefit – MelBet gains new players and brand exposure, while affiliates gain steady, scalable income. “When both parties share a vision for sustainable growth, the partnership naturally matures into a long-term collaboration.”
MelBet’s long-term approach prioritises relationship quality over quantity. The company doesn’t just seek to onboard as many affiliates as possible – it seeks to work with committed partners who align with its values and long-term strategy. This deliberate focus on quality partnerships creates a stable and productive affiliate network that endures industry fluctuations.
“That’s why even those who temporarily ‘switched to other offers’ come back to MelBet Partners & Affiliates,” Shcherbyna says. “MelBet is a team, a system and confidence.”
In the end, the secret to MelBet Partners’ long-term success is simple but powerful: it’s about growing together. Through shared values, continuous innovation and mutual respect, MelBet and its affiliates turn collaboration into a sustainable, rewarding partnership – one that it hopes is built to last.