Melbet continues to actively expand its presence in Africa. Over the past year, the brand has received several local licenses in countries such as Cote d’Ivoire, Cameroon, Senegal, Kenya, Congo, and Burundi, as well as concluded important sponsorship agreements, rapidly gaining players’ trust.
Ahead of SIGMA 2025 in Cape Town, the largest iGaming conference in Africa, we asked Anastasiia Shcherbyna, CMO of Melbet Partners & Affiliates, a few questions about the company’s development strategy and interaction with partners.
What are Melbet’s key priorities for growth in Africa in 2025?
Melbet has been developing its brand in Africa for several years now. We have focused our efforts on two regions: MENA and Sub-Saharan Africa. Although these regions are different in many ways, our local teams work hard to improve relationships and brand awareness in each GEO.
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How has the Melbet affiliate program evolved in Africa, and what are the most successful traffic sources?
Last year, at SiGMA Africa, Melbet Affiliates won the award for the best affiliate program on the continent. We do our best to ensure that our partners not only earn with us but also feel part of Melbet – a brand filled with the energy of victory.
This year, we launched a competition for everyone ready to bring traffic from Sub-Saharan Africa and collaborate with us on RevShare. The results will be known in April.
We do not limit our partners’ choices of traffic sources. Our company knows that high-quality traffic can be obtained anywhere if you know how to work with it. We trust our partners in this matter, but we also pay attention to the analysis of the players brought, their LTV, behavior on the product, etc.
Are there any specific challenges affiliates face when promoting Melbet in Africa?
The heterogeneity of the continent, as well as its uniqueness and closeness to the international community. In fact, the world does not know much about Africa, its traditions, and its culture, so we see the prospect of expanding the number of local partners. International agencies will not be as effective in attracting an audience as local companies and affiliate marketing enthusiasts.
What commission models work best for affiliates targeting the African audience – RevShare, CPA, or hybrid? How does Melbet ensure fair and transparent payments to its African affiliates?
It is impossible to say which payment models are more popular. It depends on the affiliate’s business, traffic source, etc. We encourage companies to focus on the RevShare model, which is most attractive for long-term partnerships and companies confident in the quality of their traffic.
What tools and resources does Melbet provide to help affiliates succeed in Africa?
Our company is ready to help every partner, both experienced market players and beginners. Our regional managers thoroughly study the markets and are happy to help with campaign analysis and advertiser feedback.
I would like to highlight our library of advertising materials, which we are constantly developing, expanding, and supplementing for sports events and new sponsorship contracts.
Where can affiliates meet MelBet and discuss opportunities for further collaboration?
After registration, you can contact us via support service on the affiliate program website. If you prefer a face-to-face meeting, our team will attend SiGMA Africa in early March. We will be glad to meet everyone at booth 11G, talk in person, and start collaborating. See you in Cape Town.