The relationship between operators and affiliates is crucial to the long-term success of the igaming and sports betting industry. Without affiliates, operators lose a key channel for acquiring new users and, without operators, the affiliate industry would die a death.
But all stakeholders are all too aware of how important selecting the right partner is. Affiliates require operators who are trustworthy and reliable and operators need effective and engaging affiliates who have the ability to acquire and retain players on a large scale.
Melbet.Partners, the affiliate program of online casino brand Melbet, chats to SBC to discuss what affiliates should look for in the ideal operator partner. Anastasia Shcherbina, Chief Marketing Officer at Melbet chats about how industry events such as SBC Summit can be crucial for fostering successful, long-term partnerships.
SBC: What are the biggest considerations affiliates should make when selecting their operator partners?
Anastasia Shcherbina: I believe that partner reputation is crucial in the affiliate industry. Often, even before collaboration, partners research information about potential operators. What is said and known about the company in the market is of great importance.
SBC: What are some of the best practices for ensuring that operators and affiliates can enjoy long-lasting and sustainable partnerships?
AS: Strict adherence to agreements is essential for a long-term and reliable relationship. Some of our partners have provided us with quality traffic for many years. The foundation of our fruitful and long-lasting cooperation is built upon clear and transparent terms and conditions respected by both parties.
SBC: How important is it that agreements are reached on key terms such as revenue models, etc to ensure that partnerships are successful?
AS: Affiliates, of course, understand their capabilities to provide traffic to products and their specific needs. Melbet, for its part, is always ready to listen to the wishes of affiliates and fulfil them within reasonable requests. This includes providing test budgets, advertising materials, and expertise in working in different geographies.
SBC: What are the biggest challenges when it comes to operator/affiliate partnerships and how do you overcome these?
AS: Communication and negotiation are essential to overcoming problems. Identifying specific issues can be challenging, as they vary with market circumstances and changes in our partners’ strategies.
The most important thing is to always strive to discuss the problem and reach a consensus. If a partner feels they cannot get a compromise during online negotiations, we are always happy to welcome them to our stands at specialised exhibitions and meet them at offline events to discuss all difficulties face-to-face and achieve win-win results.
SBC: What makes Melbet.Partners the ideal partner for affiliates in 2024?
AS: Over the past year, our partner programs have undergone several changes. We strive to preserve and enhance the best practices in partner interactions. Additionally, we are developing new approaches to attract partners. Our goal is to make cooperation with Melbet not only profitable but also comfortable for each partner.
SBC: What are your top tips when it comes to preparing for exhibitions when you know that plenty of potential partners will be in attendance?
AS: Try to be visible. Make sure all managers are well-prepared for the conference by inviting experienced staff to the booth. Present your offers and conditions clearly. Don’t hesitate to make new connections and contacts. Remember, a conference is always about extensive communication and forming agreements.
SBC: What can readers expect from Melbet.Partners in the coming months and what types of partnerships are you looking for?
AS: We are always looking for suppliers that provide quality traffic to our products. Shortly, our managers can be found at all specialised trade events. We are also developing a new loyalty program in addition to our payments. Stay in touch with your manager to be the first to receive updates.
