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.
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