Affiliate Industry

Parimatch continue “aggressive” affiliate approach into 2020

Published

6 years ago

January 31, 2020

Parimatch’s Chief Marketing Officer, Ivan Liashenko

As one of the leading established brands in the iGaming market, Parimatch is no stranger to using innovation to make a mark in the betting market and 2019 saw them drive their brand in the affiliate sector. As the company pushes further into this new territory its Chief Marketing Officer, Ivan Liashenko and Head of Affiliates, Maxim Makovetskyi, explain why with their new commission-based program and Tik Tok growing swiftly, it’s time for affiliate marketing to shine…

“With our expertise and proficiency in the iGaming industry, demonstrating affiliate value comes naturally,” explained Liashenko. “Despite Parimatch’s affiliate program only being launched recently, we are already receiving promising results. From a short-term perspective, the current period of active work will bring us additional business uplift. As for our ongoing success, we believe that a high-quality product that truly stands out from alternatives in tandem with a strong marketing team is the key. In line with this ethos, Parimatch successfully launched a somewhat aggressive international advertising campaign in 2019, capturing the attention and attracting the interest of potential partners.”

Parimatch is set for a crucial year ahead across its international gambling network with major new partnerships and key sporting events set to drive the brand further into the industry’s spotlight. In addition to sports betting and eSports sector growth, Makovetskyi is also excited by the possibilities for affiliates too. “2020 will bring even more spikes to the affiliate marketing industry,” he said. “For instance, rapid push traffic spiked over the last two years and TikTok has grown significantly in popularity as a traffic source recently. As for future trends, it is worth focusing on the emerging high-demand Tier 3 markets in 2020. From a global perspective, another trend we are going to see is native ads strengthening their position in the market.

In addition, due to major sporting events such as the Summer Olympic Games and Euro 2020, we expect a massive surge of affiliate attention to be attracted by the betting vertical and we will certainly see an increased interest in eSports.”

Affiliate marketing can be a very convenient tool for introducing a product to new markets and its adoption by the betting industry has grown unabated in recent years. With a relatively low cost of marketing, a company can receive maximum uplift in a short period of time. The advantage of this type of marketing in global gaming is its ability to drive new development in new regions with new audiences according to Makovetskyi. “Since local affiliates know the intricacies of the local market, they are, therefore, able to get the best and most suitable traffic efficiently. Besides, affiliate marketing allows collecting feedback on the product and promotional campaigns from the partners, which helps to improve both the funnel and the product itself.

Parimatch’s Head of Affiliates, Maxim Makovetskyi

He added: “There aren’t too many drawbacks to this type of marketing, even in terms of day-to-day running such as compliance, customer service, etc. These are realities that every affiliate program has to face daily. However, with a proper management approach and a decent level of technology, the process of interaction can turn into the most comfortable and automated operation for both parties.”

Affiliate marketing is often seen as a much quicker ROI compared to traditional business models but there is concern over how long the sector can maintain this without saturation. Parimatch entering the field with its robust affiliate program highlights how far the sector has come over the years, something which Liashenko is keen to point out won’t lead to an overload. “Affiliate marketing has been evolving and becoming one of the most efficient tools for monetization and promotion for years now,” he added. “However, oversaturation does not occur for several reasons. To begin with, new traffic sources regularly emerge, making the entry threshold lower for small affiliates, who manage to catch the trend.

“At the same time, competition is growing on proven well-performing traffic sources, engaging large affiliate teams with massive budgets that are already in the business. Therefore, this segment of the market is focused on the most effective monetization of each impression. As for advertisers, they are not lagging behind. On the contrary, they regularly come up with new appealing products and business models.”

Some experts predict tech tracking will impact the future of affiliate marketing forcing companies to review their current software. Going into the first quarter of 2020, Parimatch is keen to highlight how it is not merely future-proofing its platform from a technical aspect, but also preparing to wow the market with its affiliate-focused strategy. Liashenko confirmed: “The technical aspect of affiliate marketing has always been a key factor in this business. The amount of ready-made technical solutions keeps growing, and many large companies focus on developing their in-house solutions. The Parimatch affiliate program also follows the market trends, and by the end of Q1, we plan to fully utilize our platform. In a nutshell, the platform will allow processing all the incoming traffic with even greater efficiency and, as a result, draw the attention of affiliates. Our company’s aim is always to offer the best quality betting products to a growing global community of risk-takers, but with our affiliate program, there is no risk. Affiliates find customers, and we reward them generously, there’s absolutely zero risks and everyone is a winner!”

Affiliate Industry

MelBet Partners to Bring UFC Champion Kamaru Usman to SiGMA Central Europe

Published

2 weeks ago

October 31, 2025

Niji Narayan

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SiGMA Europe is one of the most significant events in the iGaming industry. This year, the event is taking place in Rome and will bring together over 30,000 attendees, 1200 sponsors and feature four stages with 550+ top speakers.

On November 05, in partnership with MelBet Partners & Affiliates, former MMA legend and World Champion Kamaru Usman will join the event as a special guest. At booth 5067G attendees of SiGMA Central Europe have the chance to take photos, hear insights and what it takes to rise to the top on a global stage.

During the conference, there will be two activities available for guests at MelBet’s booth:

Punch Challenge. Anyone can come to the booth on November 4 and test their punching power. The person with the strongest punch will have the honour of competing against Kamaru Usman himself.

Want to get exclusive merchandise and take a photo with the MelBet Partners & Affiliates championship belt? Visit the booth. Follow MelBet’s official Instagram account and take a picture with the belt. Those who post a story with the championship belt and tag MelBet will automatically be entered into a drawing for exclusive UFC-themed merchandise.

There will also be a private party, Triumph of the Gladiators, exclusively for the partners and representatives of MelBet Partners & Affiliates, which Kamaru himself will attend. This evening will be an epic event, where history and modernity merge into one.

The post MelBet Partners to Bring UFC Champion Kamaru Usman to SiGMA Central Europe appeared first on European Gaming Industry News.

Affiliate Industry

When Logic Finds a Face: Meet Refie, ReferOn’s New Living Interface

Published

2 weeks ago

October 28, 2025

George Miller

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Reading Time: 2 minutes

Refie, the new living interface inside ReferOn, it’s here.

ReferOn, the next-generation affiliate management platform, has launched Refie — a built-in interface layer that gives the platform its own awareness, making interaction faster, clearer, and more human.

Refie represents a new level of interaction within ReferOn, designed to make complex affiliate data easier to perceive and act on through visual feedback that turns system logic into something instantly understandable. He now lives inside the platform’s interface, appearing on onboarding screens and system state pages, where he reflects how the system feels and responds in real time.

Refie isn’t a chatbot or a mascot — he’s an integrated UX layer that connects technical precision with human intuition. By reducing noise and guiding attention naturally, he helps affiliate managers work faster while avoiding mistakes and staying aligned with live performance data.

We like to call this approach “lazy intelligence” — systems that think before you do so you can focus on what actually matters. Refie is the first visible step toward that.

Roadmap: From Awareness to Assistance

Refie’s introduction marks the beginning of ReferOn’s next development stage.
He’s the foundation for what comes next: gamification, engagement, and, ultimately, intelligent assistance. Through him, we’ll introduce a more interactive, rewarding experience where every action feels meaningful. Over time, Refie will evolve from a visual signal into a personal AI agent — the intelligent core of the ReferOn platform.

Vlad Bondarenko, ReferOn’s Head of Product, commented, “Refie isn’t just an add-on or feature — it’s a reflection of how our platform and team think. For years, affiliate platforms have been built for reporting, not for people. We wanted to change that. Refie was born to simplify. He embodies how we think about technology: clarity, control, and connection should feel natural, not forced.

With Refie, ReferOn has learned how to say hi — not with words, but quietly, through awareness. It’s how the system shows it understands what’s happening. He represents the moment ReferOn moved beyond functionality and toward awareness, emotion, and intelligence. The launch goal is to show that the era of faceless B2B tools is ending.”

The ReferOn team will showcase the platform’s latest innovations at SiGMA Central Europe in Rome (Booth 5044). There, attendees can explore the system in action, connect with the team, and experience Refie — the living interface making its first public debut.

The post When Logic Finds a Face: Meet Refie, ReferOn’s New Living Interface appeared first on European Gaming Industry News.

Affiliate Industry

IZIGROUP and Gamblers Connect Enter a New Partnership

Published

3 weeks ago

October 27, 2025

George Miller

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Reading Time: 2 minutes

Gamblers Connect, a leading and trusted iGaming Medium & Affiliate website for the iGaming sector, is excited to announce its latest strategic partnership with a true pillar of the European gaming industry: IZIGROUP.

Based in Malta, IZIGROUP is one of the most respected and established operators in the iGaming world. Its influence is immense, serving as the exclusive concessionaire for the National Lottery of Malta through their subsidiary, National Lottery plc. They also operate Malta’s most iconic land-based casino, the Dragonara Casino, a name synonymous with quality and heritage since 1964. The group also has a sports and casino betting platform, IZIBET.

But this partnership isn’t just about land-based prestige. IZIGROUP has powerfully translated its decades of experience into the digital realm with a formidable iGaming presence. This includes their flagship online brands, Dragonara Online Casino and IZIBET which are rapidly expanding beyond Malta into international markets.

Gamblers Connect’s mission has always been to act as the essential bridge, connecting its community with the most trusted, innovative, and responsible operators in the industry.

This partnership is a perfect embodiment of that goal. IZIGROUP’s entire operational philosophy is built on the same values: a deep commitment to safe, responsible, and engaging gaming experiences.

With €920 million in total gaming turnover last year and a clear strategy focused on digital innovation, IZIGROUP represents the gold standard of a modern, successful, and ethical gaming operator.

Gamblers Connect is proud to feature IZIGROUP’s brands and to provide users with a direct connection to their world-class portfolio. This collaboration strengthens the network and, more importantly, reinforces a promise to only partner with the best.

Gregory Busuttil, Acquisition & Retention Executive at IZIGROUP, commented: “This feels like a true partnership, not just another campaign — and that’s what sets it apart.”

Gjorgje Ristikj, Founder & CEO at Gamblers Connect, stated: “Our collaboration with IZIGROUP marks an important milestone for Gamblers Connect. Joining forces with a reputable Malta-based brand allows us to combine credibility with reach, delivering stronger exposure, better performance and a more mature presence in the industry. We see this partnership not as a campaign, but as the beginning of a long-term strategic relationship.”

The post IZIGROUP and Gamblers Connect Enter a New Partnership appeared first on European Gaming Industry News.