Kseniya Vasileuskaya, Royal Partners: “We’re closely watching several key trends shaping affiliate marketing in 2026”
Kseniya Vasileuskaya, Team Lead of Affiliate Marketing team at Royal Partners, discusses the company’s approach to compliance, AI integration, and its strategic expansion into key European and Asian markets.
Exclusive interview.- Royal Partners has cemented its position as a key player in the competitive igaming affiliate marketing landscape. The company is recognised for its direct partnership model, a robust support system for its affiliates, and a growing portfolio of brands.
Focus Gaming News spoke with Kseniya Vasileuskaya, team lead of the Affiliate Marketing team at Royal Partners, to delve into the company’s current strategy and future outlook. During the interview, Vasileuskaya detailed the company’s approach to navigating Europe’s varied advertising laws, the integration of AI to personalise the player experience, and its multi-layered system for fraud prevention. She also shared its expansion priorities for 2025, collaboration plans for the upcoming SiGMA event, and the trends shaping its vision for 2026.
How do you work with advertising laws in new European markets?
At Royal Partners, we take compliance seriously. Before launching in any new European market, our legal and marketing teams conduct a thorough review of local advertising regulations to ensure that all campaigns meet regional standards. We adapt creatives, messaging, and promo mechanics to align with the specific legal frameworks of each country. This approach allows us to maintain transparency and build long-term trust with both partners and regulators.
What support do you offer affiliates for localisation and content creation?
One of the main advantages of working directly with Royal Partners is the wide range of support we offer in content creation and localisation.
Our team analyses which features, games, or promotions perform best in different GEOs and creates special landing pages to improve user engagement and increase conversion rates. For example, if we see that a certain slot or bonus is especially popular in a specific region, we can quickly make a customised landing page to highlight it.
We also provide affiliates with localised marketing materials, such as banners, creatives, and promo content in the local languages of the markets where our brands operate. This helps campaigns look authentic and appealing to the local audience.
Our design and content teams work closely with the Affiliate Marketing department to adapt materials for different traffic sources and audiences – adjusting the tone, visuals, and messaging to achieve the best performance.
“Our team analyses which features, games, or promotions perform best in different GEOs and creates special landing pages to improve user engagement and increase conversion rates.”
Kseniya Vasileuskaya, Team Lead of Affiliate Marketing team at Royal Partners.
Are you integrating AI in your affiliate platform?
Of course, we use AI in the creative process — it significantly accelerates production. We’ve also integrated it across several of our projects. For example, our new brands, IRWIN and Martin, feature an AI-driven recommendation system that analyses player behaviour and curates a personalised selection of games tailored to individual preferences.
How do you manage fraud prevention and traffic quality control?
To ensure high-quality traffic and prevent fraudulent activity, we use a multi-layered approach combining both human expertise and technological solutions. Our in-house analytical team continuously monitors traffic patterns and performance indicators to detect any anomalies at an early stage. In addition, we have a dedicated fraud detection department that utilises advanced tools and algorithms to identify suspicious behaviour.
Furthermore, all affiliate managers at Royal Partners are trained to conduct a first-level analysis of traffic quality. They regularly review key metrics and performance trends to spot irregularities that may indicate potential fraud. When suspicious activity is detected, it is immediately escalated to our fraud detection specialists for a deeper investigation.
“All affiliate managers at Royal Partners are trained to conduct a first-level analysis of traffic quality.”
Kseniya Vasileuskaya, Team Lead of Affiliate Marketing team at Royal Partners.
What markets are you prioritising for expansion in 2025?
In 2025, our main focus will be on strengthening our presence in promising and fast-growing markets. We recently launched a brand fully dedicated to the Indian market. It’s completely localised, with tailored payment methods, language options, and features that reflect local player preferences and cultural specifics. We see great potential in India, as the market continues to grow rapidly and shows a strong interest in our products.
At the same time, we’re actively expanding in Europe, particularly in Poland, where we plan to localise more of our brands to better meet the needs of local players.
Our strategy combines deep localisation, data-driven decision-making, and close collaboration with affiliates to ensure that every new market entry is efficient, culturally relevant, and built for success.
Are you collaborating with operators or tech providers at SiGMA?
Of course! SiGMA is one of the most important industry events for us. It’s not only about meeting affiliates but also about building meaningful connections with operators and technology providers. Even though many of us are technically competitors, we all operate within the same ecosystem, and sharing experiences and insights helps the entire industry move forward.
Royal Partners values open communication and partnership. We actively engage with operators to exchange best practices, discuss market trends, and explore potential collaborations that can strengthen both sides. When it comes to technology, we’re always on the lookout for innovative tools and solutions that can help us scale our business more efficiently and deliver even better results for our partners.
This year, we’re excited to welcome everyone to our stand 5045G — it’s hard to miss! The booth is large, bright, and easily recognisable by its unique house-shaped design. We’ve also prepared several prize giveaways throughout the event, so make sure to stop by, join the fun, and connect with the Royal Partners team in person.
What trends in affiliate marketing are you watching for 2026?
We’re closely watching several key trends shaping affiliate marketing in 2026. Personalisation through data and AI will continue to redefine how offers are targeted and optimised. Transparency and compliance are becoming even more critical as regulations evolve across Europe. We also see strong growth in localised content, social paid traffic, and influencer-driven campaigns, as audiences increasingly respond to authentic, region-specific messaging. At Royal Partners, we’re adapting to these shifts to ensure our affiliates stay ahead of the curve.
