Fresh from signing a high-profile agreement with UFC legend Kamaru Usman, G3 sits down with Anastasiia Shcherbyna, Chief Marketing Officer at MelBet Partners & Affiliates, to discuss the company’s RevShare affiliate model and anti-fraud protections.
Anastasiia underlines the importance of initiatives such as the recent Safari for FTDs contest, having a localised strategy tailored to diverse regulations, and offering affiliates robust support and scalable opportunities.
How do ambassadors shape the MelBet global image and reputation?
Ambassadors play a key role in shaping the MelBet global image and reputation. As an example, our collaboration with Kamaru Usman was a crucial step towards combat sports. This segment is rapidly gaining popularity in the MENA, LATAM, North America, and Europe regions.
Through partnerships with sports legends, we convey the MelBet values: determination, skill, and leadership. Such names strengthen brand recognition and lay a solid foundation of trust — both from players and partners.
What qualities does MelBet look for when selecting new ambassadors?
We are not only looking for those who win in the ring or stadium. We value individuals with strong character, strategic thinking, and the ability to inspire millions. Their values must align with the MelBet philosophy – continuous development, discipline, and ambition.
Kamaru Usman is a prime example of such a symbiosis of personal qualities and achievements. His journey is a story of struggle, growth, and leadership. It is precisely such figures who become symbols of the brand and help us speak the same language as our audience.
What role do ambassadors play in attracting users?
There is a simple truth in affiliate marketing: people work with people. That’s why the participation of famous personalities in our campaigns is not just PR, it’s a powerful credibility trigger. When users see their idol featured on a banner, in a video, or at an event, they start to see the brand as part of their world.
It provides affiliates with more work opportunities. For example, they can use branded creatives with ambassadors, which increases CTR, strengthens audience trust, and directly affects conversion. It is noticeable in the quality of traffic and player retention.
At the same time, the recognition of the MelBet Partners & Affiliates brand grows, and as we know, it is much easier and simpler for affiliates to work with a brand that they know and trust.
Could you explain how the MelBet RevShare model works for partners?
RevShare is the foundation of the MelBet affiliate model, proven over time and adapted to the realities of modern affiliate marketing. We have been developing it for over 13 years, and today it remains a key driver of stable income for thousands of partners around the world.
The essence of the model is simple: you attract a player and receive a percentage of their net gaming revenue throughout the lifetime of their account.
You place the tracker once and receive income every time the player returns. It allows you to build a predictable and growing revenue funnel. We offer competitive terms for branded and non-branded traffic.
Personalised terms for affiliates provide additional scope for scaling. Partners receive a percentage of real gaming turnover, without complex schemes or opaque deductions. It’s the most honest and transparent model for those who want to build a stable business.
Fraudulent traffic is always a concern in affiliate programmes. How does MelBet protect its partners’ income?
At MelBet, we take the security of our partners’ earnings very seriously. We have implemented a multi-level anti-fraud system, ranging from automatic source analysis to manual moderation and behavioural pattern checks.
We do our utmost to ensure that our relationships with partners are transparent. If a dispute arises, we resolve it mutually. Each controversial case is examined individually.
Every partner can be confident that their work is protected and their profits are safe. We build long-term relationships, which is why we invest in technology rather than in compromise.
The Safari contest from MelBet drew attention. Could you tell us what this contest is about and how partners could participate in it?
As part of the MelBet expansion strategy in Africa, we launched a large-scale affiliate competition, Safari for FTDs, running from January 15 to April 15, 2025. The region demonstrates growing potential, and we strive not only to expand but also to build a strong community with engaged and ambitious partners.
The terms of participation were completely transparent: 10 partners who showed the best results in traffic volume, registration quality, and player retention advanced to the final. But the main intrigue of the competition lay in its offline final in Kenya. It was a real adventure that became not just a reward, but an integral part of the MelBet philosophy.
- Each finalist went on a unique safari trip. They were with their managers from the Melbet team. The safari tour was in the Masai Mara National Reserve, one of Africa’s most famous parks, accompanied by local rangers.
- We watched the sunrise together in a hot air balloon. All participants had the opportunity to observe herds of wild animals. The group saw a rare black rhino.
- Dinner at the legendary restaurant Carnivore in Nairobi. It’s a cult location serving the finest African cuisine.
- Everyone received unique branded gifts from MelBet.
- Direct communication with the MelBet top management. Everyone had the chance to discuss strategies, ask questions about the affiliate programme, and explore the company’s future.
- The conversations weren’t limited to business – most meetings took place in an informal and friendly atmosphere.
The contest evolved into more than just a reward for the KPIs. It became a genuine example of emotional involvement and recognition of partners as integral members of the MelBet team. The welcoming vibe, lively communication, and unique format helped strengthen connections, inspire growth, and set a high standard for future initiatives.
What value do contests such as Safari create for partners and the MelBet brand?
The Safari for FTDs contest served as living proof for MelBet of how business relationships can evolve into emotional and memorable events that foster trust and engagement for years to come.
The partners’ feedback speaks for itself. Everyone highlighted not only the breathtaking routes and the scale of the trip, but most importantly, the attention to detail, the warm atmosphere, and the genuine care created by the MelBet team. The journey to Kenya once again proved that our partnerships are built on respect, personal involvement, and the ability to turn KPIs into a true adventure.
And our approach has an impact on the result. We have seen a growth in trust in the region, along with an increase in new partners and a noticeable rise in FTD among participants. But most significantly, new connections have been established between the brand and those who work with us.
It’s essential for MelBet not only to achieve results but also to create an environment where partners feel valued. Safari has become the best example of how this works. Therefore, we will continue to develop this approach.
How do differences in regulations across regions affect the branches’ operations?
iGaming market regulation varies from region to region: from strict licensing and advertising restrictions in Europe to flexible or emerging rules in Africa, Asia, and Latin America.
Hence, MelBet has built a decentralised but synchronised model for its branches, where each local team has the freedom to adapt its marketing strategy, product, and communications to the specifics of a particular market.
We analyse the regulatory framework of each country, work with local legal advisors and payment providers to ensure full compliance with requirements, and maintain a comfortable user experience. It applies not only to licensing but also to creatives, media plans, bonus mechanics, working with influencers, and ways of communicating with the audience.
Deep localisation lets us create campaigns that are perceived organically by users, thereby fostering trust and establishing a sustainable brand reputation across all markets.
Such an approach makes cooperation with MelBet safe and strategically beneficial for partners — they gain confidence in the legality of their work, a transparent reporting system, and support from local specialists who know the market from the inside.
Which markets are the top priority for MelBet today?
Nowadays, we focus primarily on Africa and the MENA regions — two places where we see sustainable and scalable potential. These markets share several key factors: a young and engaged audience, a high interest in sports, active mobile tech adoption, and rapid digital infrastructure development.
We’ve already achieved significant results in Africa and continue to invest in expanding our presence. We pay particular attention to localisation: interfaces, payment solutions, support, and offers. Everything is adapted to the preferences and expectations of local users.
As for MENA, we follow the same strategy here: we create the most comfortable ecosystem for players, considering cultural characteristics, language specifics, and local regulations.
We view both regions not as temporary growth points, but as a strategic foundation for the MelBet development in the coming years.
What kind of support can partners expect?
The MelBet affiliate ecosystem is designed to ensure that every affiliate feels confident, receives all the necessary tools, and can scale up without unnecessary barriers.
We provide localised advertising materials that are created with the cultural context and media behaviour of a specific GEO in mind. It applies to visuals and creatives, as well as landing pages, bonus mechanics, language versions, and working with influencers. The teams in priority regions work directly with partners, quickly adapting materials to meet the needs of their target audience.
We have simplified the entire operational process to the fullest extent possible: the dashboard provides quick access to analytics, allowing you to track performance in real time, adapt campaigns, and remain in constant contact with our support team. For us, a partner is a co-author of success, not just a source of traffic. That’s why we do everything we can to make it convenient, profitable, and stable for them to grow together with the brand.
The post MelBet’s Partners & Affiliates: building a connected ecosystem appeared first on G3 Newswire.
Fresh from signing a high-profile agreement with UFC legend Kamaru Usman, G3 sits down with Anastasiia Shcherbyna, Chief Marketing Officer at MelBet Partners & Affiliates, to discuss the company’s RevShare affiliate model and anti-fraud protections. Anastasiia underlines the importance of initiatives such as the recent Safari for FTDs contest, having a localised strategy tailored to…
The post MelBet’s Partners & Affiliates: building a connected ecosystem appeared first on G3 Newswire.