Maxim Makovetskiy, Head of Affiliates at Parimatch Affiliates, anchors a feature in of SiGMA Magazine, unveiled at SiGMA Asia 2025 in Manila. The piece explores Makovetskiy’s nine-year journey across global markets and his culturally nuanced approach to affiliate marketing—rejecting one-size-fits-all solutions in favour of hyper-localised strategies that resonate deeply across Asia’s diverse territories.
Cultural fluency in action
Makovetskiy’s methodology begins with rejecting assumptions. “We carefully study local cultural norms, player behaviour, and media consumption in each Asian region,” he explains. This means developing distinct strategies for every country—adapting messaging, bonuses, and promotion channels to align with regional preferences. In some markets, this focuses on messengers and influencers; in others, SEO content and mobile advertising take priority.
An important lesson emerged early; entering Southeast Asia with football-themed creatives, only to discover that local traditions and mobile-first gaming had a greater impact than European sports icons. “Since then, we start every market entry with local advisors,” Makovetskiy notes. “It’s about being relevant, not just present.” This philosophy extends to emerging sectors like esports, where campaigns now leverage Twitch, YouTube, and Discord communities to meet younger audiences “where their passions lie.”
Trust as operational currency
For Makovetskiy, success in Asia hinges on transcending transactional relationships. Parimatch Affiliates provides partners with “a comprehensive toolkit: localised landing pages, flexible monetisation schemes beyond standard models, dedicated managers, and 24/7 support in native languages.” This investment in relationship capital addresses a key regional trait: Asian audiences exhibit stronger brand loyalty and heightened user-experience sensitivity compared to European counterparts.
The approach fosters what Makovetskiy terms a “shockwave effect”; large-scale sponsorships with sports teams or cultural figures rapidly build brand awareness, creating momentum for affiliates. “Our strategies are co-created with partners,” he emphasises, highlighting collaborations yielding “transparency, performance consistency, and mutual growth.”
Preparing for Asia’s regulatory future
Makovetskiy anticipates Asia becoming “one of the most powerful growth drivers in global affiliate marketing,” accompanied by tighter regulations. Parimatch Affiliates addresses this through proactive compliance; regular policy updates, pre-approved creatives for regulated regions, and on-demand legal guidance. “We make it a point to be proactive, not reactive,” he states.
This meticulousness stems from Makovetskiy’s core belief; “the price of greatness is responsibility.” He observes that “people trust consistency more than promises,” explaining why native specialists and localised teams are non-negotiable. By speaking partners’ linguistic and cultural language, Parimatch builds relationships that outlast market frenzies.
As affiliate marketing evolves, industry dialogue continues at the SiGMA Euro-Med summit in Malta (1–3 September), where strategies for sustainable growth take centre stage.
