In a bid to better understand the intricacies of affiliate marketing, iGaming AFRIKA sat down with Sasha Boerma, former Head of Casino and Affiliates at White Label Casinos and currently the Commercial Director Africa at Split The Pot.
With her experience spanning both operational roles and hands-on work with affiliates, Sasha has a unique perspective on what it takes to build lasting partnerships in this fast-evolving industry. She shares her journey, dives into the challenges of navigating Africa’s diverse markets, and offers valuable advice on forging trust and adapting strategies for long-term success.
In Africa, particularly, there’s also a strong focus on fostering long-term relationships. So, when affiliates know that they’ll get paid on time, they’re more likely to commit to your brand and continue promoting your products. Delays in payments erode that trust, and once the trust is gone, it’s very hard to get it back.
IGA: That makes sense. For companies looking to enter the African market and recruit affiliates, what advice would you give them?
Sasha: My main piece of advice would be to truly understand the market you’re entering. Africa is a vast continent, and each country behaves differently when it comes to affiliate marketing. You can’t have a one-size-fits-all approach. Understand what payment models work best, the kinds of deals affiliates are expecting, and how to communicate effectively in each region. It’s also essential to have honest and transparent conversations with your affiliates from the start.
You should also let your affiliates know that you’re in it for the long haul. Many affiliates worry that brands will just take their traffic and leave the market once they’ve achieved their short-term goals. If you can prove that you’re committed to building a long-term relationship and investing in the region, you’ll have a much better chance of success.
IGA: You mentioned earlier that South African affiliates behave similarly to tier 1 affiliates in other regions. How do you gather this kind of data? Is it based on operator feedback, or are there specific analytics tools you use?
Sasha: A lot of the insights we gather come from operator feedback. We’ve been in this space for quite a while, and over the years, we’ve had the chance to work with various operators across different markets. So, we ask questions, observe trends, and compare behaviours across regions. Operators who have worked in both tier 1 European markets and Africa provide valuable input on how player behaviour differs or aligns across these regions.
Most of the models we use to predict player behaviour are based on years of experience and data from operators who have worked with affiliates in multiple regions. It’s about asking the right questions and gathering feedback from both affiliates and operators who have boots on the ground.
IGA: How has technology impacted affiliate marketing in Africa, especially with the rise of mobile devices and data-driven marketing?
Sasha: Technology has had a huge impact, particularly in Africa, where mobile-first strategies are essential. With data costs being a concern for many users, everything we do needs to be optimised for mobile, and it needs to be data-friendly. That includes affiliate websites, apps, and the ads we run.
From an affiliate’s perspective, it’s all about making sure that their platforms are mobile-optimised. The use of tools like Google Ads and social media advertising is also critical. But above all, the experience must be seamless and user-friendly on mobile devices, which are the primary way people access the internet across much of Africa.
IGA: What are the key areas of focus for operators looking to implement affiliate marketing for the first time in Africa? What challenges should they be aware of?
Sasha: One of the biggest challenges is regulation. For example, South Africa has one of the most regulated environments in the world when it comes to online gambling and affiliate marketing. It’s crucial for operators to understand and comply with these regulations. In some regions, you can’t use traditional forms of online advertising, so you need to explore alternative traffic sources, like influencers or social media.
Speaking of influencers, we’ve seen massive success with them in countries like Nigeria and Ghana. TikTok, Instagram, and other social media platforms are huge, especially among the youth. Understanding how to leverage these influencers to drive traffic can be a game-changer. But again, the key is knowing your market. What works in one country might not work in another, so you need to be flexible and willing to adapt.
IGA: Many influencers are hesitant to become affiliates because they prefer fixed fees over revenue share models. How do you approach this, and how can education play a role in shifting their mindset?
Sasha: The reason influencers often prefer fixed fees is that they’re worried the brand will just take their audience and leave them behind once they’ve delivered the traffic. There’s a fear of losing control over their audience. That’s why they want a fixed payment—they want security.
But if you’re a trusted brand, you’ve been around for a while, and you can show them real data on how revenue share works, you can start building trust. You need to educate them, showing them that long-term, they will earn more through revenue share than they would with a fixed fee. And it’s not just about education—it’s about being patient and transparent, showing influencers the potential financial gains with real-world examples, and working with them over time to prove that you’re in it for the long haul.
IGA: Lastly, what advice would you give to affiliates or influencers looking to enter the affiliate marketing space?
Sasha: My biggest piece of advice would be to know your audience and build authentic relationships. Whether it’s with your affiliate manager or your social media following, trust is key. Always be honest and transparent in your content. Make sure your promotions are real, and engaging, and speak to the interests of your audience. The more genuine you are, the better results you’ll see. Relationships are everything in affiliate marketing, so take the time to build them.