- STRATEGY
African countries undoubtedly offer huge potential for betting companies but building a sustainable business across this vast region depends on navigating the huge variety of social norms, cultural nuances and even humour found in each. Anastasia Shcherbina, CMO, MelBet Partners & Melbet Affiliates, explains to iGBA how the company has succeeded by adopting a top-to-bottom approach to localising not just its products but also how it engages with affiliates via its programme.
In the global landscape of online betting, operators face a constant and complex challenge: how to effectively adapt their brands to different markets. The challenge becomes twofold if leaning on the affiliate acquisition channel.
While the betting industry has flourished in many regions, success hinges not just on replicating successful strategies from one country to another, but on recognising the unique cultural, legal and economic factors that influence consumer behaviour.
Betting companies must avoid the pitfalls of blind replication and instead embrace market-specific nuances to ensure that their products resonate with local audiences and comply with regulatory frameworks.
Getting this consistently wrong exposes betting companies to the inherent dangers of differentiated marketplaces.
Learning curve
For fast-growing brand Melbet, nowhere has this reality and accompanying lessons hit harder than across the vast Africa region. Many of these countries offer huge potential for betting company evolution, growth and expansion. Stable development has become a key economic driver, while rare earth resources and specific agricultural exports drive investments and regional stability. Moreover, the region has a predominantly young population, which has leapfrogged the desktop era straight into the world of modern smartphones and technologies.
“Our biggest markets in Africa are the West African countries,” says Anastasia Shcherbina, CMO for MelBet Partners & Melbet Affiliates (pictured below). “These include Côte d’Ivoire, Cameroon, Senegal and Congo. In East Africa, we have already secured a licence in Kenya. West Africa, as a Francophone region, holds great promise.”
The African region is currently our fastest-growing market. We are signing the highest number of sponsorship agreements here, expanding our presence and prioritising further development
The African continent is diverse, with over 50 countries, each possessing its own unique set of cultural norms, languages and preferences. In many parts of Africa, betting and gambling have long been embedded in social activities, particularly with sports such as soccer, cricket and horse racing.
This means the company must adapt its offerings by considering local sports culture. A betting company that thrives in European markets by focusing on niche sports such as tennis or golf may need to increase its focus on soccer, which is, by a huge margin, the most popular sport in Africa.
However, the approach to betting differs depending on the country. In Kenya, Nigeria and South Africa, sports betting has become widely popular and mobile betting is especially prevalent due to the high penetration of mobile phones and low access to traditional banking systems.
This differentiated approach is something noted by Melbet. According to Shcherbina: “The African region is currently our fastest-growing market. We are signing the highest number of sponsorship agreements here, expanding our presence and prioritising further development. The economic characteristics of this region require greater integration into global logistics flows, which [is something that] accelerates the development of digital technologies, communication infrastructure and internet coverage.”
It’s an ongoing process but, as Shcherbina notes: “Technological parks are being built in African countries, where smartphones and mobile devices are assembled, increasing their availability across the continent.” This leads to accelerated growth and Melbet is riding that wave.
“In 2025, we aim to secure a licence in Burkina Faso, another Francophone country in West Africa. Despite being landlocked, this country shows potential for stable economic growth in the coming years,” says Shcherbina.
A traditional nod on the evolutionary trail
Melbet collaborates with affiiliates worldwide through its affiliate programme. “We work with various payout models, from the traditional RevShare to CPA, CPL and hybrid structures,” explains Shcherbina. “To start attracting clients, affiliates simply need to register for the programme.”
In many African countries, the gambling industry is rapidly growing, but the regulatory frameworks can be inconsistent and underdeveloped. Some countries, like South Africa, have well-established gambling laws, while others have more ambiguous or evolving regulations. In countries like Nigeria, the regulatory framework for online betting is somewhat more developed, but enforcement can be patchy.
“Our support team is always ready to assist and each region has dedicated managers with expertise in local market requirements and igaming brand promotion,” clarifies Shcherbina. “These managers provide insights, conduct campaign audits and help affiliates identify areas for improvement. We ensure timely payments to our partners.”
Language should be no barrier
“English is the primary language of communication, understood by most of the market – but we emphasise the word ‘most’,” notes Shcherbina. African countries have a wide variety of languages and the adoption of multilingual platforms is crucial to ensure wider reach. Brands need to localise their websites, mobile apps and customer support to accommodate various local dialects, ensuring that language does not become a barrier to engagement.
“We aim to find a common language with all our partners, which is why our affiliate programme now includes social media pages in Spanish and Arabic,” continues Shcherbina. “We also plan to expand to Portuguese, French and many others.”
In 2025, we aim to secure a licence in Burkina Faso, another Francophone country in West Africa
Melbet takes this a step further. “In addition, we recruit managers in different regions who are fluent in the local language or dialect,” says Shcherbina. “For example, Spanish in Latin America has many nuances that distinguish it from Spanish in Europe. Understanding these nuances is essential when communicating with both audiences and partners.”
The same applies to the French language in former colonial countries – there are specific regional differences that must be taken into account. To date, with its focus on the Francophone regions, this is critical for Melbet.
Marketing according to marketplace
“In addition to expanding our social media platforms to include multiple languages, we are focusing on engaging African affiliates to better connect with local audiences,” says Shcherbina. “Affiliates from these regions have a deeper understanding of the culture, traditions and preferences of their communities, which results in more effective campaigns.”
In Africa, these social media platforms as well as mobile-driven channels such as SMS and apps, are crucial for reaching bettors. Betting companies may also choose to sponsor local sports teams or tournaments, aligning their brands with the sports that people love most. Celebrity endorsements, particularly of well-known soccer players or local athletes, are another way to build credibility and appeal. It is a route favoured by many and practised by Melbet.
“Melbet has intensified its sponsorship efforts, partnering with African sports icons. In 2024, we signed contracts with Didier Drogba, a legendary footballer for West African countries, and Mohamed Zidan, a football star popular in the MENA region,” says Shcherbina.
At the end of 2024, Melbet also refreshed its branding to be more vibrant, modern and appealing to younger audiences. These updates will also be reflected in an extensive library of promotional materials, available to all affiliate partners.
A collaborative growth strategy into 2025
An affiliate collaboration strategy includes activities that go beyond traditional partnerships. Melbet’s signature events, such as partner appreciation parties, have become something of a tradition. “In 2025, we plan to host similar events,” explains Shcherbina, “along with contests and other incentives for affiliates.”
We are focusing on engaging African affiliates to better connect with local audiences
It’s not just about business of course, but about building enjoyable, positive experiences that strengthen relationships and inspire loyalty.
This will be carried forward into the coming 12 months. “Our main focus for 2025 is attracting high-quality traffic, especially from Africa,” says Shcherbina. “While we remain attentive to other regions, Africa is a key priority. If you specialise in generating quality traffic in this region, we are ready to collaborate. We activate traffic within 24 hours – quickly and efficiently.”
Understanding the cultural, regulatory and economic differences in Africa countries is essential for avoiding the pitfalls of replication and creating a unique, locally relevant experience for consumers. By embracing localisation, focusing on relevant sports and payment systems, ensuring regulatory compliance and developing culturally appropriate marketing strategies, Melbet is establishing strong footholds in these rapidly growing markets.
Anastasia Shcherbina is CMO, MelBet Partners & Melbet Affiliates, a position she has held since 2023. With over six years of experience in affiliate marketing, Anastasia is responsible for the work of the affiliate manager team, cooperation with partners, providing traffic and promotion of the affiliate programme both offline and online.