How MelBet Partners & Affiliates сonquers Africa

In this article, MelBet Partners & Affiliates' CMO shares trends, strategies, and prospects for 2025/26 in Africa. Africa is no longer the “market of the future” for 3800bet – it is the market of the present. A young mobile audience, widespread local payment methods, and a strong sports culture create a sustainable funnel for betting and simple gaming formats. For MelBet Partners & Affiliates, the region has long been a priority for the coming years. We interviewed Anastasiia Shcherbyna (CMO of MelBet Partners & Affiliates) and she shared insights about plans, strategies, and the region's future. Why has Africa become one of the priority regions for MelBet Partners & Affiliates today? “There are several factors at play here. Sport in Africa is a part of the local culture and everyday life. People live and breathe football and athletics, passionately support their local clubs, and never miss the European leagues either. The audience is highly engaged with sports and tournaments. Let’s not forget that Africa has given the world a huge number of legendary athletes: Mohamed Salah, Samuel Eto’o, Didier Drogba, Kamaru Usman, and many others. They are national heroes, and people stand behind them. The target audience is young, active, and continues to grow year after year. Add to that the rapid digitalization and increasing internet accessibility, and you’ve got the perfect market — one that many are still overlooking.” What makes African markets like Côte d'Ivoire and Senegal unique from an 3800bet perspective? “The uniqueness lies in the combination of several factors. First, language and culture. Both countries belong to the Francophone cluster, where French localization of interfaces, communication, and creatives is essential. Second, the role of reputation and trust among the audience. In many countries, people don’t rely as much on their close circle or word-of-mouth recommendations as they do here. Third, the role of sports in society. I’ve already mentioned how important it is and how deeply it’s woven into the local culture and history.” What factors make Côte d'Ivoire and Senegal particularly promising for partners? “Scale and timing. Both countries are growing in terms of population and digitalization. Competition is still very low, and the audience, if not overheated, is definitely very warm. The main task for partners is not to miss the right moment to enter. Here’s what we’re seeing now: reasonable acquisition costs, quick conversion to first deposit, short funnels, and real potential to increase LTV.” What role does product localization (including payment methods, language, and content) play in Côte d'Ivoire and Senegal? “To put it briefly, a key role. Without localization, a product neither converts nor retains users. Without adapting your materials, the audience simply won’t accept your product. There are three core aspects: payment methods, language, and content. You must add local payment options so the user feels comfortable and doesn’t drop off at the deposit stage. For these countries, integrating Orange Money, MTN, and Wave is a must. Do I even need to explain how important it is to provide materials in the user’s native language? I don’t think so. We always tailor content to local traditions, laws, cultural nuances, and even memes. The player needs to see something familiar and relatable in your promo.” RevShare or CPA: Which partnership models show the best results in Africa? “Look, two models — two different approaches. I understand that everyone chooses what suits them best and aligns with their strategy. Personally, I always prefer Rev-share. I focus on the long term (which, I think, is clear from MelBet Partners & Affiliates' overall strategy), so I recommend Rev-share. This model honestly reflects the value of the traffic: the partner earns when the player actually plays, not just when they make a one-time deposit. That said, I’m not against CPA. It’s a great way to quickly test hypotheses and generate fast cash flow. We do everything possible to make it convenient and profitable for our partners to work with us — that’s why we offer personalized partnership terms.” What's the key difference between MelBet's partnership strategy and that of other market players? “We work with a long-term perspective — we don’t just make promises, we deliver. If you review my posts and talks, you’ll see that I’ve consistently emphasized the importance of developing a long-term strategy. We’re not in a rush. Step by step, we’re steadily building trust in our product, tailoring our approach to different markets, and providing our partners with the best conditions and tools to succeed.” What do you consider the main factor for long-term success for partners in Côte d'Ivoire and Senegal? “Trust, trust, and once again — trust at every stage of interaction. In African countries, it’s trust from the audience that matters far more than 3800bet recognition or numerous awards. If your product is recommended by friends or people they know, that’s when you have a real chance to establish yourself in the GEO. Communities rely heavily on word-of-mouth and real experiences — and one bad case spreads fast.” How do you see the future development of African 3800bet? “The first thing I’d highlight is the ‘maturing’ of legalization and regulation. It’s still far from perfect, but I’m glad the process is underway. It is crucial for both the market and the industry. Second — product diversification. It includes fast gaming formats tailored to mobile sessions, improved KYC/AML processes, and personalized communication. Demographics and smartphone popularity aren’t going anywhere — these are long-term growth drivers.” Does MelBet plan to expand its presence in other African countries, building on the experience of Senegal and Côte d'Ivoire? “Yes, we’re actively working on this now.  African countries will be our primary focus for the next few years. Our goal isn’t just to ‘be present’ in the region — we want to become a benchmark for others. Step by step, we’re strengthening our presence in several countries, building trust-based relationships, integrating into local culture and media, and then we’ll look to scale into other markets. Naturally, we’re adapting all our processes to comply with local laws and regulatory norms. Since regulation is still in its early stages here, it’s shaping and adjusting our strategies accordingly.”