Anastasiia Shcherbyna, MelBet Partners & Affiliates: “Ensuring a strong local reception always starts with listening and adapting”

Focus Gaming News spoke to Anastasiia Shcherbyna, CMO of MelBet Partners & Affiliates, about the company’s goals for SBC Summit Lisbon.

Exclusive interview.- In this exclusive interview with Focus Gaming News, Anastasiia Shcherbyna, CMO of MelBet Partners & Affiliates, shares insights on the company’s expansion priorities, the value of face-to-face networking at SBC Summit Lisbon, and the strategies driving sustainable growth and long-term partnerships worldwide.

Who are you hoping to connect with at the SBC Summit Lisbon?

We are hoping to meet our trusted partners and strengthen our existing collaborations, and we are also open to new connections with affiliates, operators, and industry experts who are interested in growing together with MelBet Partners & Affiliates. Summits like SBC Lisbon provide a unique opportunity not only to discuss business opportunities but also to exchange insights about market trends, share best practices, and explore joint projects in an informal setting. We value face-to-face conversations because they help us better understand the needs of our partners and adapt our strategies for long-term success.

What are three reasons why people should visit the MelBet stand?

There are three strong reasons to visit the MelBet stand at SBC Summit Lisbon. First, it’s the perfect opportunity to meet our team face-to-face, strengthen existing relationships, and build new ones. Second, we are always open to discussing tailored partnership opportunities and sharing insights about how to grow together in emerging markets. And third, our stand is a networking hub – a welcoming place to exchange ideas, talk about industry trends, and find inspiration for future collaborations.

Where are you looking to expand at the moment?

At the moment, we are primarily focused on expanding our presence in Africa and the MENA region, as these markets show dynamic growth and strong demand for igaming products. In the MENA region, special attention is given to Jordan, which we see as a highly promising market with strong potential. That is why I highlighted this topic during my presentation at the AWE conference in Budapest. At the same time, we are strengthening our footprint in Asia and Latin America, where we see promising opportunities for long-term partnerships. Our strategy is to enter new geos carefully and sustainably – working with trusted local partners, adapting products to cultural and regulatory specifics, and ensuring that our solutions bring real value both to players and affiliates.

MelBet is building a strong presence in several countries in Africa. Which markets do you see as most promising, and what advice do you have for those looking at these geos?

Africa is one of the most exciting regions for us, and we see great potential in countries such as Kenya, Côte d’Ivoire, and Ethiopia. These markets have a young, digitally active population with a strong passion for sports, especially football, which creates a natural demand for igaming. Our main advice for those looking at these geos is to approach them with careful localisation – from language and payment methods to cultural nuances – and to build strong relationships with reliable local partners. Success in Africa depends not only on competitive products but also on the ability to adapt quickly, respect the specifics of each market, and deliver consistent value to both partners and players.

“Africa is one of the most exciting regions for us, and we see great potential in countries such as Kenya, Côte d’Ivoire, and Ethiopia.”

Anastasiia Shcherbyna, CMO of MelBet Partners & Affiliates.

How do you ensure a strong local reception in different markets, including those with tight regulations? 

Ensuring a strong local reception always starts with listening and adapting. In each market, including those with strict regulations, we rely on localisation at every level – language, payment methods, UX, and even communication style. We also work closely with trusted local partners who understand cultural specifics and regulatory nuances. Compliance is another cornerstone: we invest heavily in monitoring legal frameworks and adjusting our operations proactively. This flexibility allows us to remain competitive, respectful of local rules, and relevant to players wherever we operate.

What’s the significance of MelBet’s new partnership with Monami Ghosh, and do you have further plans for collaborations?

We are thrilled to welcome Monami Ghosh as our brand ambassador and believe that together we are creating a distinctive experience designed to inspire and delight. Our cooperation goes beyond classic ambassadorship – we are working on creative content that will highlight Monami’s personality and bring a fresh emotional touch to our communication with the audience. This long-term partnership reflects MelBet’s commitment to new ideas, authentic engagement, and meaningful connections with players.