Anastasiia Shcherbyna, MelBet Partners & Affiliates: “African countries are showing steady growth, and in this way, the brand is establishing itself as a reliable igaming partner”

Anastasiia Shcherbyna, Chief Marketing Officer of MelBet Partners & Affiliates, sat down with Focus Gaming News to discuss the company’s recently launched Safari for FTDS competition in Kenya.

Exclusive interview.- In February, Melbet Partners & Affiliates launched a contest called “FTD Safari”, an incentive-based competition allowing participants to increase their earnings and compete for fantastic prizes, including a safari in Kenya.

To know find out more about the competition, as well as its place within MelBet’s broader strategy in the Kenyan market, Focus Gaming News spoke to Anastasiia Shcherbyna, CMO of MelBet Partners & Affiliates, who also discussed highlights about the winners’ trip, the prize experience and the company’s upcoming initiatives for affiliates and players in the region.

What inspired MelBet Partners & Affiliates to launch this competition focused on traffic to Africa, and why did you choose Kenya as the prize destination?

MelBet Partners & Affiliates launched the Safari for FTDs competition as part of a broader strategy to develop and scale its presence in Africa. African countries are showing steady growth, and in this way, the brand is establishing itself as a reliable igaming partner. We see that African countries are demonstrating steady growth and high potential in the igaming sector, and it is important for us to be part of this movement by offering our partners new opportunities for development.

Kenya was not chosen by chance: it is one of the key markets in the region with a vibrant sports culture, an engaged audience and growing interest in online gaming. In addition, the trip to Kenya itself is not just a prize, but a real dream: an exciting safari, unforgettable landscapes and a spirit of adventure. It is a symbol of what awaits our partners: growth, drive and expansion in new, inspiring directions.

How did the contest proceed in terms of qualification criteria and interaction with partners from January to April?

The Safari for Affiliates contest ran from January 15 to April 15 and was a shining example of transparency and fair competition. The terms of participation were as clear as possible: the final list included the top ten partners who demonstrated the best performance in terms of traffic volume, the quality of players attracted and their retention rate. This approach made it possible to identify truly strong and engaged partners who are capable of not only attracting users but also building a sustainable conversion funnel.

The competition took on special significance in its final phase — an offline event where the winners met in person, chatted informally with representatives of MelBet Partners & Affiliates, shared insights, asked questions and discussed the future of the affiliate program. It was not just an award, but an inspiring event that strengthened the affiliate community and opened up new prospects for joint growth.

Kenya was not chosen by chance: it is one of the key markets in the region with a vibrant sports culture, an engaged audience and growing interest in online gaming.

Anastasiia Shcherbyna, Chief Marketing Officer of MelBet Partners & Affiliates

Can you tell us more about the safari in Kenya? What activities did the winning partners take part in?

The winning partners participated in the following program:

• Safari tour of the Masai Mara Reserve with professional guides.
• Hot air balloon flight at dawn over the savannah.
• Dinner at the iconic Carnivore restaurant in Nairobi.
• Wildlife viewing, including the rare black rhino.
• Personalised branded gifts.
• Full support from the MelBet Partners & Affiliates team.

What feedback did you receive from the winners, and how do you think this experience affected your relationship with your leading partners?

The feedback from the winners was extremely positive — the partners were not only delighted with the trip itself, but also noted the high level of organisation, sincere attention to detail and warm attitude of the MelBet Partners & Affiliates team. 

From our point of view, this experience played an important role in strengthening trust in the brand. This was clearly reflected in key metrics: we saw an increase in new affiliates, significant growth in FTDs among the winners and an increase in brand trust in the region.

Do you have any success stories or highlights from the trip that you would like to share?

The trip was full of memorable experiences, but one that stands out in particular is the encounter with a rare black rhino during the safari—a moment that all participants will remember.

Equally exciting was the morning hot air balloon ride over the African savannah, when the sunrise painted the horizon, and the endless expanses below were filled with wild animals. The busy day ended with dinner at the legendary Carnivore restaurant, where participants enjoyed the atmosphere and authentic flavours of Kenya.

These events brought the partners together and clearly demonstrated that MelBet’s philosophy is not just about cooperation, but about creating impressive experiences, inspiring and giving special emotions.

Are there any plans for future contests or similar initiatives from MelBet in other regions? What can partners expect in the future?

A series of exclusive promotions, large-scale contests and special offers for our partners are coming soon. We are continuing to expand our presence and reach more and more countries and audiences around the world.

Special attention will be paid to meetings with MelBet brand ambassadors. These are not just events, but important occasions that will become key moments of the year. Personal communication, the opportunity to exchange experiences and getting closer to the stars of world sports will give you vivid emotions and strengthen your participation in the global sports community.

Even more opportunities, significant events and memorable experiences await you.