Point of View #4
Welcome to the next issue of our regular “Point of View” series, where we dive into the most pressing topics in the affiliate marketing industry. In this edition, we are thrilled to feature expert opinions from Serj Zakharenko, Business Development Lead at Already Media, and Anastasiia Shcherbyna, CMO MelBet Partners Affiliates. Together, they share valuable insights and predictions on the evolution of affiliate marketing in 2025, offering strategies and recommendations for staying competitive in a rapidly changing market.
In this section, we explore how changing user behavior will impact affiliate marketing strategies in 2025. The rise of mobile traffic, the growing importance of personalization, and the shift towards value-driven content are all factors that will require affiliates to adjust their approaches.
What changes in user behavior will impact affiliate strategies in 2025?
In 2025, shifts in user behavior will reshape affiliate strategies. Mobile traffic will dominate, requiring affiliates to optimize page load speeds, integrate mobile payments, and leverage apps, messaging platforms, and games for promotion. Hyper-personalization will deepen with tailored offers based on user behavior, localization, and AI-driven insights. Transparency and value will drive advertising success, with native and value-focused content replacing intrusive formats. Seamless shopping experiences through shoppable videos and instant purchase features will further align content with user needs. For guidance on integrating these changes, MelBet partners can always rely on their dedicated managers. — Anastasiia Shcherbyna
Content-driven approaches will dominate as users grow increasingly weary of aggressive advertising. Native formats, reviews, and educational content will become essential tools. Influencer marketing will play a significant role, as people trust recommendations from real individuals, particularly in Tier 2–3 countries. The prevalence of mobile traffic demands full platform optimization and the integration of mobile payment systems. Personalized offers will become a critical factor for successful affiliate strategies. — Serj Zakharenko
Which Market or Region Will Be the Most Promising for Affiliates in 2025, and Why?
In 2025, markets with rapid internet penetration and growing mobile economies will be most promising for affiliates. Asia will lead with countries like Indonesia, the Philippines, Vietnam, and Thailand driving e-commerce and mobile internet growth. In India, expanding internet access and affordable smartphones in rural areas open opportunities for educational and financial offers.
Regions like Africa offer vast opportunities for MelBet partners, supported by our tailored strategies and insights. — Anastasiia Shcherbyna
In 2025, Latin America and South Asia will be key regions for affiliates. LATAM continues to offer high potential, despite regulatory uncertainties in Brazil, as other countries in the region show steady growth in interest for online gambling. South Asia, particularly India and Pakistan, offers vast audiences with low advertising saturation, creating significant opportunities for expansion. Africa is also rising, with increasing operator presence and mobile adoption making it a strategic focus for long-term growth. – Serj Zakharenko
This section will address the growing impact of legislative changes on affiliate marketing. Both experts share their thoughts on the evolving regulatory landscape, including stricter data protection laws and local regulations in key markets.
What Legislative Changes Could Affect Affiliate Marketing, and How Should We Prepare?
Changes in legislation, particularly around data protection, will have a significant impact on affiliate marketing. With growing regulation of the digital space, stricter laws like GDPR and CCPA are likely to expand globally, creating new requirements for affiliates regarding transparency in data collection, user consent, and secure storage. Additionally, local regulations, especially in sectors like gambling, will become more prevalent, requiring affiliates to stay informed and adjust their strategies to comply with new rules on native advertising and affiliate link disclosures.To prepare, affiliate programs should invest in legal training and compliance systems, working with tax and legal experts to ensure adaptation to new rules. Automation tools for data management and compliance will be crucial. These changes will pose challenges but can also strengthen trust with audiences and improve business resilience, requiring affiliates to stay agile and proactive. — Anastasiia Shcherbyna
We expect stricter requirements for local licenses in key markets, which will necessitate early preparation to comply with new regulations. There may also be an increase in taxes on advertising revenues, requiring a reassessment of business models and tax optimization. Tighter advertising rules will require a focus on SEO, neutral content, and collaboration with local experts to ensure compliance. The risk of blocks in certain countries calls for diversifying efforts into less-regulated regions. — Serj Zakharenko
The role of affiliate managers is evolving. In this section, we dive into how affiliate managers will need to adapt, the new skill sets in demand, and how data-driven decision-making will become central to their success.
How will the role of affiliate managers evolve, and which skills will be most in demand in the future?
The role of affiliate managers is set to evolve significantly, becoming more multifaceted and strategically essential. With advancing technologies, growing data volumes, and increasingly complex processes, managers will need to combine analytical thinking, technological expertise, and creative approaches. We are already preparing our managers by developing the skills required for the future. A key shift will be a focus on data management. Affiliate managers can no longer rely solely on intuition or experience; they must master analytics tools, understand key metrics, and extract valuable insights. This will enable more accurate partner evaluations and tailored offers. Proficiency in working with big data and leveraging AI for task automation will likely become essential. However, technological expertise must be paired with creativity. In a competitive market, managers must generate unique ideas to capture attention. Crafting innovative advertising materials, exploring new partnership formats, and adapting to market changes will be crucial. — Anastasiia Shcherbyna
Additionally, communication skills will play a larger role. Affiliate managers will act not just as coordinators but as strategic partners, fostering long-term relationships. Strong negotiation abilities, partner motivation techniques, and conflict resolution skills will become competitive advantages. In summary, the role of affiliate managers will evolve to blend the functions of analyst, strategist, and creator. Those who adapt to these changes will drive the success and efficiency of affiliate programs. — Anastasiia Shcherbyna
This part examines the future of the relationship between affiliates and brands. Both experts share their views on how these relationships will shift, from an emphasis on long-term partnerships to the potential for increased competition.
How do you see the future of collaboration between affiliates and brands? Do you expect closer partnerships or heightened competition?
The future of affiliate-brand relationships will be defined by quality over quantity in partnerships. As the market becomes increasingly saturated, success will hinge on building long-term relationships with reliable partners. Companies will aim to identify the top 20% of affiliates or operators delivering 80% of the results, following the Pareto principle. Deep traffic analysis will play a pivotal role in this collaboration. Regular feedback on traffic quality, access to advanced statistics, and attribution insights will help optimize campaigns. This approach will foster trust between affiliates and brands, ensuring a higher-quality user flow and paving the way for sustainable success. — Serj Zakharenko
The future of affiliate-brand collaboration is likely to lean toward closer partnerships. Both parties increasingly recognize the value of long-term relationships over short-term gains. Brands will focus on creating exclusive programs with top-performing affiliates, while affiliates will seek partnerships with companies offering stable and transparent conditions. At the same time, independent affiliates will continue to play a significant role in the market. Their adaptability and innovative approaches make them valuable assets for brands. To attract and retain such affiliates, companies must be prepared to offer flexible terms and share actionable insights to ensure effective collaboration. — Anastasiia Shcherbyna
In this section, we explore the key strategies and channels affiliates should focus on to attract high-quality traffic in 2025. Video SEO, influencer marketing, and effective use of paid media will all play important roles in driving traffic that converts.
Video SEO: Video reviews will become essential for driving high-quality traffic. Short formats, such as YouTube Shorts, will excel at capturing attention quickly, while longer videos will engage audiences on a deeper level and build trust in the brand. Local influencers will play a pivotal role, as their recommendations are perceived as more authentic by their followers. Beyond traffic generation, video content will strengthen brand reputation. PPC and Social Media: Paid advertising will become increasingly complex due to rising competition and costs, demanding a professional approach with precise targeting and analytics. Automation trends will continue, but success will hinge on deep audience segmentation. In social media, combining Facebook with PWA (Progressive Web Apps) will provide both broad reach and enhanced user experiences, making this combination a powerful tool for scaling high-quality traffic. — Serj Zakharenko
Affiliates face various risks in the changing digital landscape. This section discusses how affiliates can manage these risks, particularly around fraud and traffic quality, and how to stay ahead in a competitive environment.
What risks may affiliates face in the future, and how can they be minimized to stay competitive?
Affiliates will encounter risks such as the rise of fraud and challenges in maintaining traffic quality. Fraudsters may exploit fake traffic, clicks, or conversions. To counteract this, implementing traffic monitoring systems, AI algorithms, and transaction verification technologies will be essential. Traffic quality will be a critical success factor. Poor-quality traffic not only reduces conversions but can also lead to the loss of partnerships. Affiliates should focus on attracting targeted audiences, leveraging analytics for segmentation, and optimizing marketing strategies. Adaptation, investment in technology, and continuous traffic quality improvement are the key steps to mitigate risks and maintain competitiveness. — Anastasiia Shcherbyna
The affiliate marketing landscape is undergoing rapid transformation. With evolving user behavior, emerging markets, changing legislation, and increasing competition, affiliates need to stay agile and proactive. By adapting to these changes and investing in the right tools, they can navigate the challenges ahead and build sustainable, long-term success. The insights shared by Serj Zakharenko and Anastasiia Shcherbyna in this edition of “Point of View” will help affiliates and brands align their strategies for a successful future in 2025.