Anastasiia Shcherbyna, MelBet Partners & Affiliates: “Our team puts heart and soul into everything we do”

MelBet’s CMO spoke to Focus Gaming News about the company’s expectations ahead of iGB L!VE 2025.

Exclusive interview.- On July 2 and 3, London will host iGB L!VE 2025, an event that will bring together more than 15,000 attendees across the igaming ecosystem.

MelBet Partners & Affiliates will be attending the event, and to learn more about their expectations, Focus Gaming News spoke to Anastasiia Shcherbyna, CMO of MelBet Partners & Affiliates. She shared her insights on the current state of the industry, the development of the company’s affiliate and promotional programmes, the changes she has observed across different markets, and why she believes RevShare remains relevant in affiliate marketing.

What are you looking forward to at iGB L!VE?

Networking, new connections, and meaningful introductions — that’s what you expect from any conference, and iGB L!VE never disappoints. The mid-year London event marks the business year’s equator.

iGB L!VE is always about scale, industry news, and the kind of inspiration that drives you to reach even greater results.

Amid so much competition, how do you ensure Melbet Partners’ loyalty and promotions programmes stand out?

Our team puts heart and soul into everything we do. We see every act of loyalty not as a routine obligation, but as a creative expression of gratitude to our partners for staying with us.

A strong team, bold ideas, and the determination to bring them to life — these are the key ingredients behind our visibility and impact.

What changes have you seen in affiliate marketing trends, and what role does new technology play?

Undoubtedly, more and more campaigns are being implemented with the help of AI technologies. This tool significantly helps our partners save time, analyse user behaviour, and test more variations.

On the other hand, the widespread use of AI is leading to an increase in advertising noise, which will inevitably affect the end consumer in the long run. That’s why we encourage our partners not to sacrifice quality and creativity in the pursuit of volume.

“The widespread use of AI is leading to an increase in advertising noise, which will inevitably affect the end consumer in the long run.”

Anastasiia Shcherbyna, CMO of MelBet Partners & Affiliates.

Do you think RevShare is still relevant in affiliate marketing?

Absolutely. The choice of partnership model largely depends on the company’s business model, initial conditions, traffic sources, and the audience of each specific affiliate or group.

Streamer platforms, UGC, and first-person content—where bloggers or websites engage with an already loyal audience—are much more profitable when monetized through a RevShare model. This model supports longer-term and closer collaboration between the brand and the affiliate.

If a partner is investing in retaining their audience and growing their platform—whether it’s a blog, social media page, or video channel—the RevShare model provides stable, long-term income that justifies their effort.

What aspects does Melbet use to improve local reception in different markets?

First and foremost, when entering new markets, we study the audience’s interests, preferences, and passions. One of the company’s main focuses right now is attracting ambassadors. We identify opinion leaders who matter to specific regional audiences and build loyal relationships with them. These ambassadors can be not only athletes but also celebrities from the entertainment industry. Even in the age of technology, people continue to trust people.