In the high-stakes world of iGaming, affiliate marketing remains one of the most powerful yet constantly evolving growth channels. At SiGMA Asia 2025, the panel Affiliate Marketing Mastery: Strategies for Success brought top industry minds together to unpack the latest tactics affiliates are using to gain visibility, drive traffic and secure meaningful partnerships.
With experts such as Bhavesh Parthi, CEO & CMO at M21 Media BV, Maxim Makovetskyi, Head of Affiliates at PM AFF, Lesley Li, Head of Partnerships atChargeblast and Karl Uy, CEO of GIG Rewards, this session delivered a fast-paced look into the tools, platforms and commission models that are reshaping how affiliate marketers operate in an increasingly competitive digital landscape.
Scaling smart with affiliate marketing
For Maxim scale is built on process. We have a dedicated team that tries to hunt as many affiliates as possible. We launch about 100 affiliates a month, he said. PM AFF doesnt focus on niche SEO affiliates, instead, their strategy is broad and trust-based. Because we are a very big brand, we dont have issues finding affiliates.
While some brands use strict funnels, Maxim noted that flexibility can improve onboarding and long-term performance. We try to track as much traffic as possible and have a process to manage and detect better affiliates.
Tech-first partnerships
Lesley offered a strategic counterpoint. We dont rely on affiliates like Maxim, she said. We strategise around our emergence, try to see what payment providers theyre using. Chargeblast seeks partners aligned with its tech stack and operator ecosystem to ensure seamless integration.
A lot of what we do comes down to a good due diligence process, Lesley added, citing tools like Slack for real-time visibility and automated payout systems to ensure accountability.
Karl showcased a hyper-local incentive strategy. In a market like the Philippines, 97% of the population is still on prepaid, he explained. Giving airtime, which is as good as the local currency, creates really high ROI. The GIG platform uses gamification to create multi-step user journeys that prevent reward abuse. The best campaigns on our platform are the ones that have instant rewards.
Maxim emphasised that adapting to local markets means rethinking infrastructure. Moving to the Asian market means technical infrastructure tailored to the region, to get the best speed and performance for the end player, he said. The affiliate equation is still about finding the balance between EPC, ROI and player behavior he stressed.
Social media was another key theme. We get pitched a lot by agencies, so we built an in-house marketing team, Lesley shared. We want to know where the decision-makers are. Even with the rise of new tools, she said LinkedIn remains a top-performing channel, calling it old school but very effective.
Hybrid models
For Karl, the goal is full transparency, online and offline. He explains that even for offline players, the verification process happens online, We track everything and cut the user journey into manageable steps. We even ask users to upload a selfie so we can verify offline campaigns. That way, everything is transparent and working properly.
Maxim also noted his team works closely with influencers, saying We have a dedicated department managing influencer agencies, you need strong controls in these areas.
What stood out from the discussion is as competition tightens, affiliates who adapt, innovate and understand the full picture will lead the next phase of iGaming growth. Whether youre a seasoned affiliate or just stepping into the space, the strategies shared at SiGMA Asia offer a roadmap to stay ahead. Check out SiGMA Affiliate for the latest insights, connections and opportunities shaping the future of affiliate marketing.
For more insights, expert tips and exclusive interviews from the heart of SiGMA Asia 2025, keep locked in for your front-row seat to the future of iGaming.
