Anastasiia Shcherbyna, Melbet: “If partners come to us, we will give them everything about people who make a bet or play a game”

Shows & conferences - 21 October, 2025

Melbet’s global affiliate strategy was a key topic of discussion at SBC Summit Lisbon 2025, where Focus Gaming News connected with Anastasiia Shcherbyna, the company's CMO, to learn about their focus on emerging markets and their comprehensive partner support system.

Shcherbyna identified Africa as a region of primary importance for the brand, where they already hold seven licences with seven more expected soon. She explained their hands-on approach, which involves regional managers who study local player behaviour. This knowledge is then passed on to their partners. “All the time we learn behavioural patterns of the local players and all the time we share our knowledge with our partners,” she said. This localised strategy is further boosted by the use of high-profile brand ambassadors.

While Africa is a key focus, Melbet’s reach is global, accepting traffic from over 45 GEOs across LatAm, Asia, and MENA. Shcherbyna detailed the extensive support infrastructure in place for affiliates, which includes dedicated chats with affiliate, support, and regional managers. She emphasised their commitment to empowering partners with deep market insights, promising: “If partners come to us, we will give them everything about people who make a bet or play a game, and you will know everything about the application, about conversion, about behaviour patterns.” This support extends to practical assistance with creative reviews, landing pages, and translations.

The commercial relationship is built on a lifetime rev-share model, which Shcherbyna described as a “lucrative proposition” for partners, with percentages increasing alongside traffic volume. Key traffic sources for their affiliates include social media platforms like Facebook and Instagram, as well as in-app advertising and SEO. Looking ahead, Shcherbyna highlighted the MENA region as the next major target for expansion, reinforcing that Melbet is constantly testing and opening new markets in collaboration with its regional managers.