iGBA
Editorial
With operators flooding every new market opening or opportunity, quickly establishing player trust in your brand has become increasingly pivotal to achieving cut-through and sustainable growth in emerging geos. Using Kenya and Ethiopia as case studies, MelBet Partners & Affiliates CMO Anastasiia Shcherbyna explains why trust-building has become a core pillar of its market entry strategy and for delivering consistent, affiliate-driven growth.
The rules in iGaming are changing rapidly, not least due to the industry’s growth, intense competition among major brands and regulatory changes. In 2024–25, while attracting new partners and scaling operations remain non-negotiable when it comes to achieving growth, trust is becoming increasingly important in deciding the winners and losers in emerging geos.
In iGaming trust is not just a nice-to-have – it’s the foundation of sustainable growth in any new market. Regulatory adherence, ethical operations, secure technology and a strong player-centric approach all contribute to building a trustworthy brand. Without it, user acquisition, retention and long-term market penetration are nigh-on impossible.
From a player’s perspective, trust is vital. Online gamblers are more likely to deposit and play on platforms that protect their personal and financial data, offer fair games and ensure timely payouts. User experience is influenced not only by the design and functionality of the platform but also by its perceived integrity.
Entering new markets with no local audience connection can signal unfamiliarity or lack of commitment so partnering with local affiliates, influencers or media platforms is critical as is adapting content and customer service to local languages and cultural nuance. Speaking to iGB Affiliate, Anastasiia Shcherbyna, CMO of MelBet Partners & Affiliates, explains how the fast-growing operator is addressing two highly promising regions for the coming years – Kenya and Ethiopia – and building a “currency of trust” in these geos despite strict local regulations.
New realities in the Kenyan and Ethiopian markets
“Kenya and Ethiopia have become attractive regions for many companies,” says Shcherbyna. “Their potential is undeniable due to several factors: large populations, steady annual population growth, high levels of digitalisation and internet penetration, cultural enthusiasm for sports, preference for mobile-first formats, a high percentage of young people and highly active and engaged audiences.”
We don’t have a magic wand or a secret shortcut to success. We always work with a long-term vision
Anastasiia Shcherbyna, Melbet
However, despite all these advantages, both markets are tightly regulated by local governments. The legal framework is detailed, constantly updated and frequently expanded with new rules. Many teams trying to enter the African market underestimate this, face challenges and leave prematurely.
Some companies are used to working fast and taking risks, often ignoring regulations. But that won’t work in Kenya or Ethiopia. If you plan to work in these regions, even your promotional materials must comply with local standards. MelBet Partners & Affiliates has built a long-term strategy for operating and promoting its products in Africa – one focused on respecting the audience, providing quality and building lasting trust in the brand.
Key elements of the ‘trust currency’ in 2025
Kenya and Ethiopia are no outliers when it comes to MelBet Partners & Affiliates’ emphasis on building trust with players, as Melbet is now a seasoned brand operating in over 40 geos. According to the company, there is no secret formula behind its consistent growth. As Shcherbyna explains: “We don’t have a magic wand or a secret shortcut to success. We always work with a long-term vision.”
She notes further: “When MelBet Partners & Affiliates enters a new market, we don’t think in terms of just one to two years. We know we want to stay. That’s why we follow a clear strategic process – and trust-building is one of its key pillars.”
New markets – especially regulated ones – demand strict compliance with local laws. In order to build the foundation of trust, operators must demonstrate transparency and fairness by acquiring licences from respected regulatory bodies, undergoing third-party audits and publishing RTP percentages and responsible gambling policies.
As Shcherbyna notes: “We never underestimate or devalue our partners or audience. We respect them – and we know that trust isn’t built overnight. Even though MelBet Partners & Affiliates is well-known across the world, reputation alone isn’t always enough. People need to see it for themselves. They need proof.”
MelBet’s five pillars of trust-building
- Build a local expert team of specialists who understand the culture, mentality and traditions of the target countries. This knowledge helps create marketing that connects with real people
- Deep understanding of local regulations to ensure transparent and legally sound operations
- Invest in true partnerships. In these regions, personal contact, funnel optimisation support, co-creation of effective campaigns and tailored guidance make all the difference.
- Transparent and reliable terms. In a changing regulatory environment, MelBet Partners & Affiliates offers not only rev share and CPA models, but also stability and dependable cashflow.
- Accessible, functional tools. This includes an intuitive dashboard, real-time analytics, A/B testing tools and support for local payment systems.
Playing the long game
Brands chasing short-term profits are brands that are no longer competitive. Brand trust ties into the perception of fairness and reliability. New entrants without established brand recognition must work harder to gain traction.
This is often achieved through partnerships with local operators, marketing campaigns that emphasise social proof, or by securing endorsements from known personalities or affiliates within the local market. Community engagement and social responsibility initiatives, such as supporting local sports or gambling harm prevention programmes, can further enhance brand image and trust
Reputation alone isn’t always enough. People need to see it for themselves. They need proof
Anastasiia Shcherbyna, Melbet
Only those who integrate into the local culture, respect both partners and users and position themselves as true business allies – not just advertisers – will thrive. A one-size-fits-all approach rarely works in diverse and sometimes complex regions.
Trust is no longer a peripheral consideration when entering new iGaming markets – it is the foundation. From compliance and security to localisation and communication, every aspect of the iGaming experience must convey integrity and reliability. Operators that prioritise trust are more likely to win market share, retain customers and build sustainable, global brands in an increasingly competitive and scrutinised industry.
In today’s iGaming landscape, this is what it takes to succeed. For MelBet Partners & Affiliates, the winning formula in Kenya and Ethiopia in 2024–25 is simple: market knowledge, strong tech infrastructure and long-term relationships based on mutual trust.
About the interviewee: Anastasiia Shcherbyna is CMO, MelBet Partners & Melbet Affiliates, a position she has held since 2023. With over six years of experience in affiliate marketing, Anastasia is responsible for the work of the affiliate manager team, cooperation with partners, providing traffic and promotion of the affiliate programme both offline and online.