"AI will have a transformative impact on the iGaming industry and Melbet intends to be at the forefront of this change"

Following a successful SBC Summit Lisbon, Melbet is reflecting on its key takeaways and the role the event played in strengthening its global growth strategy. With a strong presence in emerging markets and a reputation for building long-term affiliate relationships, the company used the Summit as an opportunity to reconnect with partners, explore new collaborations, and showcase its commitment to innovation.

In this interview with Yogonet, Nataliia Lavruk, Head of Affiliates at Melbet, discussed their experience at the event, insights into their target markets, and the affiliate program developments that will shape the year ahead.

With SBC Summit being such an important and global event, how did this show fit into your broader growth strategy?

For us, SBC Summit was about strengthening relationships and creating new opportunities. Our main goal this year was to reconnect with our key partners while also finding new, high-quality contacts for traffic acquisition. The event aligned perfectly with our growth strategy, as face-to-face interaction helps us build stronger, long-term collaborations in a way that online communication simply cannot.

Shows like this offer opportunities for face-to-face interaction. What did you hope to achieve through direct engagement at the booth? What message were attendees able to take away from meeting your team at SBC Summit Lisbon?

We wanted our affiliates to meet the real people behind the messenger usernames. Building personal connections and trust is crucial, and these direct interactions often allow agreements to move forward faster than when everyone is back at the office, dealing with multiple priorities.

At our booth, we wanted attendees to see that Melbet is made up of dedicated professionals who are fully committed to helping them convert their traffic as effectively as possible.

Which geographic markets are currently a priority for MelBet, and what opportunities do you see in these regions? How do you adapt your approach to them, and what trends are you seeing in player behavior across your key markets?

Melbet is a global brand that works across most Tier 2 and Tier 3 GEOs, so we don't narrow ourselves to just one market. Historically, our strongest regions have been Asia, Africa, CIS, and MENA. However, we're now expanding rapidly in Latin America and beyond.

These regions share a common trait: highly passionate sports audiences who are looking for engaging experiences and competitive offers. We see mobile usage continuing to rise and more players demanding boosted odds to enhance their engagement, and we are well-positioned to deliver exactly that.

Can you share insights on how your team approaches monetisation strategies and payment models in various regions? What makes MelBet's affiliate programme unique compared to other operators in the iGaming space?

One of Melbet's biggest strengths is that we accept worldwide traffic, which gives affiliates a unique opportunity to monetise on a global scale. Even affiliates on pure Revenue Share deals often see higher profits with us compared to typical CPA agreements, thanks to our strong retention strategies and brand loyalty. Importantly, we maintain full transparency; there are no hidden fees. This combination of reach, retention, and trust makes our program stand out in the iGaming space.

How do you support new partners in understanding the programme, and what are the most common questions they have? Are there any personalised offers or creative solutions you provide to affiliates that you believe are particularly effective?

For new partners, smooth onboarding is essential. Tracking is often their main concern, so we ensure technical integration is seamless from the start. Payment methods are another frequent question, and we provide clear information and multiple reliable options.

On top of that, we support our partners with creative solutions such as promo codes for sports and casino, often combined with boosted welcome bonuses, which help affiliates attract and convert players more effectively.

Looking ahead, what innovations or changes can partners expect from MelBet in the coming year? How do you see the iGaming industry evolving over the next few years, and what role do you see MelBet playing in shaping that trajectory?

In the coming year, affiliates can expect an upgraded Melbet affiliate program with more advanced technical features designed to improve usability and insights. We are also exploring ways to integrate AI, for example, to streamline reporting, provide more accurate projections, and optimize operational processes.

More broadly, I believe AI will have a transformative impact on the iGaming industry, and Melbet intends to be at the forefront of this change, ensuring our partners always have the best tools and the most innovative solutions to grow with us.