Oleksandr Hloza, PIN-UP Partners: “We are flexible, transparent and a trusted partner in affiliate marketing”
Shows & conferences - 23 October, 2025
Focus Gaming News caught up with Oleksandr Hloza, Team Lead Affiliate Manager at PIN-UP Partners, during the latest edition of SBC Summit Lisbon 2025 to discuss the affiliate programme’s evolution, growth strategy and how it builds long-term relationships with partners.
Hloza opened by underlining PIN-UP Partners’ multi‑regional footprint and decade in the market: “PIN-UP Partners is a direct advertiser of igaming offers for the CIS region, LatAm, Africa and Asia… we have been operating for almost 10 years.” He said the team’s ambition is to keep expanding: “We have a lot of plans to start new geos, maybe some new products in future.”
On traffic and deal structures, Hloza highlighted breadth and flexibility. “We accept all traffic sources and we have different payment models like CPA, revenue share and hybrid,” he noted, adding that the team can also work with spend‑linked models. The value proposition, he stressed, rests on reliability: “We are flexible, transparent and [a] trusted partner in affiliate marketing.”
Trust, Hloza said, is earned through consistency and openness. “We share a lot with our partners and we always keep our negotiated terms… and don’t change rules after we negotiated,” he explained. That predictability makes planning easier for affiliates and enables scaling. Beyond terms, PIN-UP Partners actively supports performance with intelligence and custom assets: “We exchange some tips… which geo [is] better to run, target audience, creatives and funnels… we can share landing pages [and] do it well‑tailored and private for our partners… and consult during all the stages of launch.”
Reflecting on a decade of change, Hloza pointed to three pillars of internal transformation. First, the company “restructured” and “reimagined” its team for greater effectiveness, with CEO Alex Riddick credited as "our visionary." Second, analytics were overhauled: “We received more advanced analytics and understood new KPIs… previous [ones] didn’t work properly.” Third, new goals and frameworks—“new KPIs and new goals, OKR”—have driven faster growth: “How to grow two, three times faster than before.”
Geographically, while rooted in the CIS, PIN-UP Partners has gone global: “We moved to LatAm… and in some perspective we will get much more geos from that side and Africa and Asia.” A packed “backlog” of launches is expected to go live soon.
Asked how the company avoids losing top‑producing partners, Hloza returned to relationships: “It’s not only business, it’s all about human relationships… meaningful conversation [and] exchanging… not only business KPIs.” The team prioritises personal connection—meeting beyond screens, travelling with partners, and sharing experiences. He also flagged a new loyalty programme where affiliates who scale traffic earn in‑house coins redeemable for gifts: “We appreciate our partners… and do our best that our affiliates get satisfied.”
In sum, PIN-UP Partners’ pitch blends multi‑geo coverage, model flexibility, customised performance support and a people‑first philosophy. As Hloza put it, predictability and partnership are the differentiators: “Our affiliates really appreciate that… they know we are predictable,” which makes it “easy to plan how to work” and scale together.