Localisation in affiliate programs: secrets of 1xPartners’ success in global markets

How 1xBet’s affiliate program adapts to different regions and why this is the key to its leadership.

Press release.- In the era of globalisation in the igaming industry, universal promo strategies no longer guarantee success in different countries. The effectiveness of bookmaker affiliate programs depends on their ability to consider the cultural, economic, and regulatory features of each market.

1xPartners, the affiliate program of 1xBet, demonstrates impressive results in Asia, Latin America, and Africa, primarily due to deep localisation.

How does the program adapt its tools to different audiences? What strategies allow it to maintain leadership in a competitive environment? And why is its experience especially relevant for markets with high growth potential?

Global reach, local approach

1xBet operates in over 150 countries, and its 1xPartners affiliate program offers the following advantages:

• 70 interface languages;
• 250+ payment systems;
• personalised creatives for local tournaments and sports;
• support for partners through dedicated managers who know the specifics of the region.

Most importantly, the program does not simply translate content, but creatively adapts marketing strategies to players’ behaviour in each country. 1xBet helps partners better understand their source visitors and maximise their income, while simultaneously making unique offers aimed at individual markets.

Asia: focus on basketball, cricket, and local ambassadors

In 2025, 1xBet recorded a 68 per cent increase in active players in India – a significant figure for such a gigantic market. What made this possible? The company points out the following factors:

• Integration of over 50 new slots from Asian providers such as Mancala Gaming and Winspinity Gambit;
• Tournaments featuring a substantial prize pool, namely ₹363,500 for the Indian Casino League;
• Collaborations with sports and cultural stars, such as cricketer Heinrich Klaasen and actress Urvashi Rautela.

In the Philippines, where basketball is incredibly popular, 1xBet became a sponsor of the Philippine Basketball League MPBL and attracted local ambassadors, including the famous basketball player Chris Newsome.

“The strategy considers the regional peculiarities of Asia. For example, in Manila, we focus on basketball content, while in India, we emphasise cricket and new slots with bonus systems,” the 1xPartners representative notes.

Latin America: football, MMA, and local payment systems

In Brazil, Mexico, and Chile, 1xBet has not only launched a platform in Portuguese and Spanish but also integrated itself into the sports culture:

• It became a partner of the Brazil national team in the 2026 World Cup qualifiers.
• It attracted prominent athletes as ambassadors, including Jose Aldo, one of the most well-known MMA fighters.
• It has completed the regulatory process in Peru and Ecuador, and is now actively working on obtaining a full license in Mexico.

“Latin Americans are emotionally attached to their clubs and athletes. That’s why we don’t just advertise bets — we become part of their sports ecosystem,” 1xBet says.

The company views the Latin American market as highly demanding and, therefore, even more attractive. Succeeding in this region is challenging due to the abundance of offers from various competitors, but earning players’ trust here shows that you are really good. With 1xBet’s performance improving each year, the company is confident they are on the right track.

Africa: mobile betting, local leagues, and social initiatives

The African market is rightly considered one of the most dynamic. In 2024, Nigeria entered the top 10 countries in terms of online betting volume, while in Rwanda and Malawi, the audience grew by over 100 per cent.

1xBet responded to the demand in these and other countries on the continent as follows:

• It launched 1xBalance, a responsible gaming campaign featuring African influencers that reached over 10 million people.
• It has expanded its support for the Confederation of African Football (CAF), with which the partnership has been ongoing for several years, as well as for local clubs like PWD Bamenda (Cameroon) and Diables Noirs (Republic of Congo).
• It optimised the platform for mobile devices, since most bets in Africa are placed from smartphones.

“Africa is not one market, but 54 different ones. In Kenya, the bets are regulated at the national level, and in Nigeria, at the state level. Our task is to consider these nuances,” the company says.

How and why does 1xPartners benefit from localisation?

1. Cultural relevance

Creatives featuring local stars and tournaments attract customers more effectively than standard advertising materials. It does not guarantee success, but it allows you to tell players that if their favorite athletes trust 1xBet, then fans should also pay attention to the company’s offers.

2. Trust through local partnerships

Top-level sponsorships (CAF, MPBL, and the Brazil national football team) enhance brand awareness and foster loyalty, while the company actively promotes sports development at the local level, conveying its message in various ways.

3. Technical flexibility

Support for popular payment methods in a specific country makes depositing and withdrawing funds as convenient as possible. Those who wish can even use cryptocurrencies, not to mention regular payment systems favored both within the country and worldwide.

4. Partner support

Personal managers help adapt traffic to regional specifics. Numerous promo materials offered by 1xBet provide a vast selection for various sites and pages. Additionally, the unique betting product, which includes more than just sports betting, enables us to expand our network of partners each year.

What’s next? Localisation as standard!

1xPartners’ experience proves that there are no universal solutions in igaming affiliate programs. Success comes to those who:

• Studies local habits – for example, Latin Americans’ passion for MMA or Africans’ love for Live betting;
• Invests in local sports and influencers;
• Adapts payments and promos to suit each market.

It should signal to the industry that the future belongs to hybrid strategies, which combine global reach with targeted personalisation. 1xPartners has considered this factor, and its growth in Asia, Africa, and Latin America is the best proof.