Royal Partners: "Building strong, ongoing relationships is part of our DNA"

Royal Partners made a strong impression at this year’s SBC Summit Lisbon, highlighting the reach of its 14 in-house iGaming brands and meeting affiliates from around the world. As competition and regulation in the affiliate space grow tighter, the company continues to expand its footprint and invest in personalized support for partners.

During the show, Yogonet spoke with Ksenia Vasilevskaya, Affiliate Team Lead at Royal Partners, about the importance of face-to-face connections, how the team stays agile in a shifting global landscape, and why transparency and trust remain central to the company’s long-term success.

SBC Summit is a key hub for networking and innovation. What were some of your main objectives for the event?

Our main goal was definitely to connect. We already know many of the people in this space, but sometimes you only interact with them online. Meeting face-to-face at an event like SBC Summit adds that very human dimension: you’re no longer just names on a screen, you’re real partners. For us, that’s crucial. We want to be closer to our affiliates, strengthen relationships, and build more trust.

This year was also special because Royal Partners was nominated for Affiliate Program of the Year and Best Affiliate Program. It shows that our work is being recognized, and it motivates the whole team. When you walk into the office and see the awards we have received, you feel proud to be part of a company that makes such an impact in the industry.

The affiliate space is evolving quickly with tighter regulations, new markets, and strong competition. How are you adapting to stay ahead?

A big advantage for us is that we operate our own in-house casino brands. That means our teams are fully integrated, from product to compliance. We constantly research regulations, monitor how they are changing, and make sure we’re always one step ahead. Our goal is that no regulatory shift ever causes issues for our affiliates, our brands, or our players.

We also put a lot of effort into data analysis — understanding how players behave, what changes in their activity, and why. Having everything in-house lets us react quickly and adapt without disruption.

Royal Partners currently runs 14 in-house iGaming brands and offers CPA, RevShare, and hybrid commission models. What makes your program stand out for affiliates?

Without a doubt, it’s the people. Affiliates often tell us stories about competitors where managers don’t respond, and in some cases, they even have to pay to get attention. That’s something we never allow. We train our managers to always be in touch, especially with top-tier partners. Building strong, ongoing relationships is part of our DNA.

On top of that, we provide 24/7 support, so affiliates know they can get help at any time. And of course, we back this with strong converting materials: landing pages, promo tools, push notifications — everything designed to work well with our brands. It’s a win-win approach.

Can you share some success stories or insights from affiliates who have scaled significantly through your platform?

It’s difficult to pick one specific case because there are so many. We have around 10 managers, and each of them could point to several great examples — affiliates trying new markets, testing different types of traffic, and achieving impressive results.

What I can say is that the foundation for all these stories is trust and transparency. Our affiliates know they will always get their commission on time. We never delay, we never disappear. That reliability is essential to long-term success.

What regions and markets are offering the most unique opportunities right now? And how does your emphasis on localized content and engagement support that?

The market is constantly evolving — one quarter may bring rapid growth in regions like Poland, and the next can look entirely different. Right now, we’re putting a strong emphasis on Eastern European markets, where we study not only regulations but also player behavior: how they play, why they play, when they play, and how much they’re comfortable depositing.

Localization plays a major role in this process. For example, LEX is fully localized for Italy, while FLAGMAN and Starda focus on the Polish market. Nearly all of our projects are also adapted for Germany, which helps build stronger user trust and improves conversion rates — both in registrations and deposits. Players are much more likely to engage with a project that offers local payment methods, speaks their language, and provides customer support in that same language.

Localized engagement is at the heart of our strategy, and streamers play a key role in bringing it to life. They present our brands in ways that feel authentic, entertaining, and trustworthy. Before entering any new market, we take time to understand its streaming landscape — identifying active creators, learning the rules around casino content, and observing how audiences respond. Through this approach, streamers become powerful allies in building awareness and credibility, ultimately driving stronger conversions.

As the industry becomes more globalized, how do you balance worldwide coverage with tailoring to regional markets? And what are your priorities for the year ahead?

We’ve structured our affiliate team around these regions such as Latin America and Europe. Each region has its own dedicated managers who are true experts in their markets. They know the players, the streamers, the payment systems, and the regulations in detail.. That depth of specialization is what allows us to scale while staying locally relevant.

Looking ahead, our priorities are to continue strengthening these regional teams, working closely with streamers, and ensuring that affiliates always feel supported. By combining global reach with local expertise, we can keep growing while maintaining the high standards that partners expect from Royal Partners.