- STRATEGY
Royal Partners is an affiliate programme that distinguishes itself by focusing on long-term, sustainable partnerships rather than the quick-profit, ‘smash-and-grab’ approach that has often characterised the industry. Elena Andreichuk, the head of two robust teams within the programme overseeing traffic sources across multiple global markets, explains how.
The German philosopher Immanuel Kant once said that experience without theory is blind but that theory without experience is mere intellectual play. So it is with Royal Partners, founded six years ago, whose team, says a smiling Andreichuk, were “far from newcomers in the industry” and wanted to use their experience to drive theory. The goal from the off was to set the company apart from competitors in order to stand out, thrive and prosper.
Every business is essentially a network of agreements between people. Royal Partners’ ethos is one of understanding that “trust is a cornerstone built gradually and from small beginnings”, according to Andreichuk. The company’s slogan ‘Drive Earn Repeat’ and its policies underline its steadfast commitment to building a business founded on sustainable, extensive partnerships with affiliates.
“From day one, we’ve been deeply invested in long-term partnerships with our affiliates,” says Andreichuk. “Our model involves a continuous stream of new projects, constantly offering fresh options for affiliates to funnel their traffic into.”
This long-term approach benefits both sides, fostering growth and stability. To recognise and nurture lasting relationships, Royal Partners also rewards affiliates with tailored terms, creating a partnership rooted in trust and mutual growth.
Quality over quantity
The company’s model of nurturing partnerships is grounded in transparency, collaboration and shared goals. Across its 11 licensed brands, the decision has been taken to avoid traffic from many regulated and ‘grey’ geos despite many competitors accepting it. This is to ensure a “service that aligns with a commitment to quality”, according to Andreichuk.
We only enter regions where we’re confident we can deliver the right experience and uphold our internal standards
“At Royal Partners, we conduct a careful analysis of each market, collecting data and insights to ensure a high standard of user experience,” she notes. “We only enter regions where we’re confident we can deliver the right experience and uphold our internal standards.”
The company recognises that every market has unique characteristics and they respect these distinctions. Royal Partners understands that the igaming industry faces increasing scrutiny from regulators and the public. By fostering a culture of transparency and compliance, the company builds trust not only with its partners and players but also with regulators. In the long run, this strategy positions Royal Partners favourably in an industry where regulatory challenges can pose significant risks.
Learning curve
“Our affiliates quickly recognise the advantages of our approach, even if they aren’t familiar with it initially,” notes Andreichuk. “Building relationships from scratch isn’t an issue for us.” For Royal Partners, the aim is to create an ecosystem where affiliates can grow alongside the company, sharing in both the risks and rewards over time.
Building relationships from scratch isn’t an issue for us
“There are many ways to reach the top,” stresses Andreichuk, “but reliability is non-negotiable.” The company has specialised account managers and dedicated departments for affiliates across various budget levels and needs to ensure solidity for its partners along with in-depth personalisation of the offerings. “We categorise our partners to ensure that each receives a level of service aligned with their requirements, ensuring they feel fully supported and can grow with us effectively.”
Foot in the door
Compliance pressures always make it harder for new affiliates to get accepted into major reputable programmes. So, what does Royal Partners suggest to ease the process?
According to Andreichuk the first thing is always to communicate openly. This may sound obvious but is a step that often gets overlooked in the maelstrom of business. On the back of this is a requirement to have honesty. There’s no need to exaggerate as clarity and simplicity is always beneficial in a successful relationship.
To facilitate clarity, it is critical that new affiliates should always ask clear questions. If a partner or potential associate is unsure of something, then it is always best to come to an understanding at the earliest possible opportunity.
Andreichuk also stresses that new affiliates should discuss their key expectations early, outlining terms and setting realistic goals. Part of this is familiarising themselves with the key performance indicators to be able to track progress and success.
The currency of transparency
Royal Partners has always had a good reputation in the market and this is something the company takes extremely seriously. Transparency is increasingly important for trust-based partnerships and Royal Partners backs up its reputation with tangible achievements like industry awards and certified audits by leading affiliate publications.
“We engage directly with industry challenges, always meeting market standards and openly addressing any issues,” says Andreichuk. “Nothing is swept under the rug here; we value openness in all aspects. In short, we’re a dependable team, fully transparent in our operations.”
Nothing is swept under the rug here; we value openness in all aspects
Speaking of industry awards, Royal Partners recently won Sigma’s Best Workplace award. Andreichuk is adamant that the award “reflects our commitment to providing an exceptional environment for our team”. In her view, it also recognises the company’s fostering of conditions which serve to reduce staff turnover and churn as well as promoting transparent interactions within the market.
“We’re known for drawing talent from all over the world,” she says. “And our reputation is built on the testimonies of colleagues across the industry. People see how our employees find fulfilment, a sense of belonging and a place to shine for themselves and the company alike.
This reputation speaks volumes to potential affiliates about the stability and integrity of Royal Partners and takes us back to Immanuel Kant, who said: “To be is to do.” The best reflection of who you are is to show what you do.
Transparency, in other words.
About the interviewee: Starting as an Influencer Manager, Elena Andreichuk successfully opened up the German market by collaborating with streamers. Within six months, she built a dedicated Influencer division targeting Tier 1 traffic, and subsequently expanded her expertise to develop other sources such as SEO, PPC, and mailing. Currently, as the head of two robust teams, Elena oversees all traffic sources and drives growth across multiple markets, including Europe, Canada, and Japan. Her strategic vision and leadership have been instrumental in enhancing Royal Partners' market presence and performance.
Cover photo by Charlie Firth on Unsplash