Anastasiia Shcherbyna, MelBet: “LatAm is a geography where we see enormous potential”

Shows & conferences - 23 April, 2026

During the SiGMA South America event, Focus Gaming News sat down with Anastasiia Shcherbyna, CMO at MelBet Partners, for an in-depth conversation on the company’s strategy, growth in Latin America, and its 15th anniversary milestone.   The discussion opened with the importance of the Latin American market for MelBet Partners. Shcherbyna described LatAm as “a geography where we have enormous potential”, despite ongoing regulatory challenges. The company remains firmly committed to the region, with plans to enter new markets this year and a clear ambition to establish itself as a strong local brand that resonates with players.   This year marks MelBet’s 15th anniversary — “a major milestone for any company in our industry”, as Shcherbyna put it. She outlined the company’s evolution “from a fast-growing brand into a global ecosystem”, attributing its success to “our ability to adapt to different markets and a strong focus on localisation, both in product and marketing”. MelBet Partners is also recognised for its competitive affiliate offering, including commissions of up to 40 per cent through revshare or CPA models, alongside flexible payment structures and a clear emphasis on building long-term partnerships. On the product side, Shcherbyna explained that the company relies on regional managers who continuously monitor market trends to identify and integrate relevant new titles. In parallel, MelBet supports its affiliates with creative assets, detailed behavioural analysis, and actionable insights designed to optimise campaign performance. A key topic of the conversation was the growing role of Artificial Intelligence in the industry. Rather than viewing it as a threat, Shcherbyna positioned AI as a powerful enabler: “AI is part of our lives right now.” She highlighted its applications in content creation, behavioural analysis, and localisation, particularly in adapting to regional dialects. “There’s no need to fear it — it’s our time, our reality, and we should use it,” she noted, adding that MelBet actively helps affiliates understand how to use AI more effectively, including how to formulate better prompts to achieve optimal results. The interview also touched on MelBet’s high-profile brand partnerships, including its collaboration with Juventus. To celebrate its 15th anniversary, the company has launched a nine-month competition, with the top prize offering a unique “Juventus experience”. Thirty winners will travel to Turin for a once-in-a-lifetime opportunity to take part in a match experience with club legends — not only attending the event, but stepping onto the pitch and “feeling like real footballers”.