{"id":11535,"date":"2025-10-28T03:18:33","date_gmt":"2025-10-28T06:18:33","guid":{"rendered":"https:\/\/focusgn.com\/africa\/?p=11535"},"modified":"2026-04-19T12:28:50","modified_gmt":"2026-04-19T15:28:50","slug":"anastasiia-shcherbyna-melbet-partners-affiliates-product-diversification-is-one-of-our-core-principles","status":"publish","type":"post","link":"https:\/\/focusgn.com\/africa\/anastasiia-shcherbyna-melbet-partners-affiliates-product-diversification-is-one-of-our-core-principles","title":{"rendered":"Anastasiia Shcherbyna, MelBet Partners & Affiliates: “Product diversification is one of our core principles”"},"content":{"rendered":"\n

MelBet Partners’ CMO, Anastasiia Shcherbyna, details the company’s plans for SiGMA Central Europe and its global strategy.<\/p>\n\n\n\n\n\n\n\n

Exclusive interview.- Anastasiia Shcherbyna<\/strong>, chief marketing officer at MelBet Partners & Affiliates, spoke with Focus Gaming News about the company\u2019s strategy, highlighting its evolution from a sportsbook to a multi-product platform and its focus on key growth regions such as Latin America and Africa. Shcherbyna also underscored the critical role of trust and transparency in building lasting relationships with partners and players, and revealed details about MelBet\u2019s upcoming activities at SiGMA Central Europe<\/strong> with new brand ambassador Kamaru Usman.<\/p>\n\n\n\n

What are MelBet\u2019s main expectations ahead of SiGMA Central Europe?<\/strong><\/p>\n\n\n\n

SiGMA Central Europe is, above all, an opportunity for us to meet with our partners and personally discuss plans. We see the event as an open platform for dialogue \u2013 both with those working with us for a long time and those just considering joining MelBet Partners & Affiliates.<\/p>\n\n\n\n

Our main goal is to strengthen our partner network in the regions we prioritise:\u00a0Africa<\/a>, LatAm, MENA, and Southeast Asia<\/strong>. We are actively expanding in these areas and will happily discuss this with the audience. We\u2019d also like to remind everyone that we offer personalised conditions for partners, which can be addressed directly at our booth. As part of the exhibition, we also plan to hold several closed meetings and consultations.\u00a0<\/p>\n\n\n\n

Our team won\u2019t be coming alone \u2013 we\u2019ll be joined by our new ambassador,\u00a0Kamaru Usman<\/a>. As part of the ambassador\u2019s official presentation, we\u2019ve prepared a range of activities for both the audience and our existing affiliates. Kamaru will be present at the booth and ready to answer questions. Visitors will also have the chance to test their punching power against the legendary athlete, take photos with the championship belt, and enter the draws for limited-edition merchandise. For our current partners, we\u2019ve planned an exclusive event \u2013\u00a0a gladiator-style party<\/strong>, where in an informal atmosphere, you\u2019ll be able to meet Kamaru Usman in person, get to know the MelBet Partners & Affiliates team better, and discuss plans for collaboration in 2026.<\/p>\n\n\n\n

MelBet has evolved from a sportsbook into a multi-product platform, adding casino, live games, and crash products. How important is product diversification for your competitiveness?<\/strong><\/p>\n\n\n\n

Product diversification is one of our core principles. Over the years in the market, we can confidently say that user behaviour has changed. In 2025, players want flexibility, a rich and varied experience, and a seamless transition between verticals. We\u2019ve observed that the combination of sports betting, live games, and dynamic casino content keeps users engaged in the ecosystem far more effectively than limited offerings. At the same time, long-term user churn decreases, and LTV increases.<\/p>\n\n\n\n

Moreover, each vertical, whether it\u2019s crash games or live dealers, has its own engagement metrics. By combining these verticals, we gather more data for analysis, allowing us to build an increasingly accurate profile of our target player. Based on these insights, we can precisely tailor personalised offers and partner funnels.<\/p>\n\n\n\n

\n

\u201cOver the years in the market, we can confidently say that user behaviour has changed.\u201d<\/p>\n\n\n\n

Anastasiia Shcherbyna, CMO of MelBet Partners & Affiliates.<\/p>\n<\/blockquote>\n\n\n\n

How does Melbet leverage technology to enhance user experience and ensure platform reliability?<\/strong><\/p>\n\n\n\n

We invest in an architecture where fault tolerance, scalability, and security are fundamental principles. Our platform processes millions of events daily with minimal latency.<\/p>\n\n\n\n

When it comes to UX, we actively leverage behavioural analytics and AI models <\/strong>to personalise recommendation blocks and adapt the entire navigation flow based on a player\u2019s behaviour patterns. It significantly boosts user retention metrics and increases session duration.<\/p>\n\n\n\n

We place special focus on the mobile segment of our audience. More than 80 per cent of our traffic now comes from smartphones, and our solutions are adapted accordingly \u2013 not just in terms of design, but also in interaction logic: fast live chats, instant deposits, personalised push notifications, and optimisation for all current mobile device models.<\/p>\n\n\n\n

\n

\u201cMore than 80 per cent of our traffic now comes from smartphones, and our solutions are adapted accordingly.\u201d<\/p>\n\n\n\n

Anastasiia Shcherbyna, CMO of MelBet Partners & Affiliates.<\/p>\n<\/blockquote>\n\n\n\n

Trust and transparency are values you often mention when speaking about partnerships. How do you ensure these principles translate into practical benefits for both partners and players?<\/strong><\/p>\n\n\n\n

Transparency is an operational standard for us. In our affiliate program, this means clear statistics, timely payouts, and access to detailed data for every traffic segment.<\/p>\n\n\n\n

We don\u2019t hide the collaboration rules, working conditions, or payout calculation mechanisms from our partners. We eliminate grey areas and avoid vague wording.<\/p>\n\n\n\n

    \n
  • All terms are fixed and clearly defined in advance. There are no hidden coefficients, \u201cpayout corridors\u201d, or unilateral rate changes during the process.<\/li>\n\n\n\n
  • Partners can access key metrics: FTDs, activity, retention, and payouts \u2013 without delays or \u201cmanual moderation\u201d.<\/li>\n\n\n\n
  • There is ongoing communication with a dedicated account manager. All disputes are resolved through dialogue, and the partner always knows who is responsible for the result.<\/li>\n<\/ul>\n\n\n\n

    Regarding players, what matters most to them is a fair UX model and transparent conditions. They want to understand how the product works. That\u2019s why we offer:<\/p>\n\n\n\n

      \n
    • Bonus offers with transparent mechanics. No \u201cfine print\u201d or conditions that appear after the fact.<\/li>\n\n\n\n
    • Support only in the local language and through convenient channels. We adapt both communication and interfaces to each GEO.<\/li>\n\n\n\n
    • Clear, fast, and secure payment flows. Deposit confirmations and withdrawals are processed with minimal delay.<\/li>\n<\/ul>\n\n\n\n

      We\u2019re building a business that affiliates can join for the long term <\/strong>\u2013 without fear that the conditions will suddenly change overnight. In a highly competitive and often unstable igaming market, partners and players are increasingly looking not just for attractive offers but for brands they can trust.<\/p>\n\n\n\n

      How does MelBet approach player engagement and retention in a competitive gaming industry?<\/strong><\/p>\n\n\n\n

      We view retention as a unified ecosystem of values. We segment our audience into behavioural clusters and build retention strategies based not only on bonuses but on overall experience<\/strong>: personalised challenges, connections to favourite teams, and adaptation to the cultural context of each region.<\/p>\n\n\n\n

      For example, in some GEOs, gamification works exceptionally well<\/strong>, while in others, a respectful tone and fast support make the biggest impact. We don\u2019t copy-paste templates \u2013 we tailor our engagement models to each market, considering local mentalities and cultural codes.<\/p>\n\n\n\n

      Which trends in the global gaming and betting sector does MelBet find most influential for shaping its strategy in the coming years?<\/strong><\/p>\n\n\n\n

      There are three key trends shaping our vision:<\/p>\n\n\n\n

        \n
      • Globalisation with localisation. A global brand must be locally relevant. It applies to payment methods, creatives, and communication alike.<\/li>\n\n\n\n
      • The growing importance of crash\/instant games. We see how this format impacts engagement depth, especially among younger audiences.<\/li>\n\n\n\n
      • The technological shift toward automation. We invest in AI models to optimise workflows, personalise experiences, and enhance predictive analytics. It is not just a trend but a critical factor for survival and growth.<\/li>\n<\/ul>\n\n\n\n

        What are the company\u2019s main challenges and goals for the next year?<\/strong><\/p>\n\n\n\n

        The main task is to maintain flexibility while scaling. We\u2019re growing rapidly, and it\u2019s important not to lose the manageability that sets us apart from corporations. Our goals include deepening analytics, automating partner support, launching new crash products, and entering several new GEOs.<\/p>\n\n\n\n

        We\u2019re also actively testing new acquisition channels, including messenger funnels and hyper-segmentation of content. The primary aim is not just to grow wider but to build a sustainable model where every party \u2013 players, partners, and the team \u2013 gains long-term value.<\/p>\n\n\n\n

        Naturally, we plan to expand our pool of ambassadors. For us, this is an integral part of our philosophy of trust and brand recognition. And of course, we want to remain a brand people trust \u2013 not just because it\u2019s written on our website, but because every interaction confirms that through experience.<\/p>\n\n\n\n

        <\/p>\n","protected":false},"excerpt":{"rendered":"

        MelBet Partners’ CMO, Anastasiia Shcherbyna, details the company’s plans for SiGMA Central Europe and its global strategy.<\/p>\n","protected":false},"author":176,"featured_media":11537,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"is_press_release":false,"is_interview":true,"is_opinion":false,"focusai_summary":"MelBet Partners' CMO, Anastasiia Shcherbyna, detailed the company's global strategy, emphasizing its evolution into a multi-product platform encompassing sports betting, casino, and live games. The strategy focuses on expanding its affiliate network in high-growth regions like Africa, LatAm, MENA, and Southeast Asia, leveraging technology for enhanced user experience and partner engagement. These initiatives, alongside the introduction of brand ambassador Kamaru Usman, will be showcased at SiGMA Central Europe.","focusai_entities":"MelBet Partners, Anastasiia Shcherbyna, Kamaru Usman, MelBet Partners & Affiliates, Focus Gaming News, SiGMA Central Europe","focusai_location":"Africa, Latin America, Middle East and North Africa, Southeast Asia, Central Europe","focusai_target_profile":"ceo_executive (0.95), operator_casino (0.9), affiliate_publisher (1.0), product_ux (0.85), tech_data (0.8), marketing_crm (0.9), investor_analyst (0.85), supplier_vendor (0.7), journalist_researcher (0.9)","focusai_suggestions":[{"label":"LatAm & Africa ROI","query":"What specific KPIs and ROI metrics does MelBet Partners project from its intensified focus on the LatAm and African markets, particularly concerning affiliate acquisition and player LTV?"},{"label":"Diversification Impact","query":"Beyond LTV and churn, how does MelBet Partners quantify the incremental revenue and market share gains attributable to its multi-product diversification strategy across various gaming verticals?"}],"footnotes":""},"categories":[60014,60301],"tags":[60396,60595],"class_list":["post-11535","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-central-africa","category-interviews","tag-melbet-partners-affiliates","tag-sigma-central-europe-2025"],"_links":{"self":[{"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/posts\/11535","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/users\/176"}],"replies":[{"embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/comments?post=11535"}],"version-history":[{"count":1,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/posts\/11535\/revisions"}],"predecessor-version":[{"id":11536,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/posts\/11535\/revisions\/11536"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/media\/11537"}],"wp:attachment":[{"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/media?parent=11535"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/categories?post=11535"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/focusgn.com\/africa\/wp-json\/wp\/v2\/tags?post=11535"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}