You now operate as the direct advertiser for three brands. What prompted this expansion, and what are the key advantages of this model for Makeberry Affiliates?
We decided to take on RocketPlay, WinSpirit and LuckyHills because of our ambition to grow and our understanding of what affiliates need from an advertiser: clear terms, reliable payments and transparent communication. Operating as a direct advertiser allows us to build our processes around those needs and respond faster.
It has also given us greater visibility into revenue and brought us closer to commercial decision-making. Since taking over the programmes, we have introduced clearer processes, strengthened our analytics and tightened cost control.
Better access to performance data and direct communication with partners allow us to make faster decisions, forecast results more accurately and optimise campaigns more effectively. This has given us the confidence to scale the programmes, enter new markets and bring additional brands under our affiliate management.
How do you differentiate those three brands in your portfolio and ensure each one has a clear identity in an increasingly competitive market?
Although all three brands are managed within the same portfolio, they are not interchangeable. They operate on different platforms, focus on different core markets and accept traffic from a range of sources under different commercial terms.
We build the strategy for each brand around its strongest markets and performance data. We assess which GEOs and traffic sources deliver the best results and adapt the commercial terms accordingly.
This gives affiliates a broader choice of offers while keeping each brand distinct within the portfolio.
Makeberry Affiliates is sponsoring the Affiliate Leaders Summit at SBC. What makes this event particularly important for the company, and what are you hoping to achieve there?
SBC Summit in Lisbon brings together affiliates, media buyers, advertisers, product owners and media partners, making it a good place to show the full scope of the Makeberry Affiliates performance ecosystem. Our key focus this year is our role as the direct advertiser for RocketPlay, WinSpirit and LuckyHills.
We are sponsoring the Affiliate Leaders Summit wristbands in the dedicated Affiliate Zone. They will feature our ‘We Buy Traffic’ message and a QR code that attendees can scan to contact us directly and arrange a meeting.
Beyond direct advertising, the Makeberry Affiliates ecosystem includes specialist teams covering in-house media buying, analytics, retention, ASO, SEO, brand protection and Influence. At SBC, we want to strengthen existing relationships and meet new partners across different brands, markets and traffic sources.
More than anything, partners are looking for stability, and that has become increasingly difficult to find
You will also unveil a new stand concept at SiGMA Central Europe. What can visitors expect from the experience?
Holy moly, did we have fun coming up with this concept! We are keeping it under wraps for a little longer because the reveal is part of the experience.
What we can say is that it will be playful and hard to miss.
We want people to stop, interact and start conversations rather than simply see the Makeberry Affiliates logo and move on.
Any more strawberry plushies this year?!
There will definitely be more plushies! Everything has been approved, and the first few have already been produced.
This time, though, it will not be another strawberry. We are introducing a new character from the same series, but we are keeping its identity secret until SiGMA Rome.
To meet the newest member of the Makeberry Affiliates family, you will have to visit the stand.
What are brands demanding from their partners today, and how is Makeberry Affiliates adapting to meet those expectations?
More than anything, partners are looking for stability, and that has become increasingly difficult to find. Markets change quickly, acquisition costs fluctuate and partnerships can become unpredictable, so both brands and affiliates want to know that the people they work with will remain reliable.
For us, stability means clear agreements, consistent communication, transparent data and dependable financial processes. It also means being upfront when conditions change and working out a solution together rather than leaving a partner uncertain about what happens next.
We cannot control every external factor, but we can control how we work with our partners.
Looking ahead, what is the next stage of growth for Makeberry Affiliates and where do you see the biggest opportunities?
We are partnering with new products, exploring new GEOs and building partnerships that give affiliates more ways to monetise their traffic. The priority is finding the right combination of product, market and traffic source, then using the data to decide where it makes sense to scale.
Makeberry Affiliates will be at SBC Summit Lisbon from 29 September–1 October and SiGMA Central Europe in Rome from 2–5 November.
Want to discuss new brands, GEOs or traffic opportunities? Book a meeting with the team via Telegram.
In a recent Trafficology edition, Global Gaming Insider explored five things affiliates should check before entering a new market. Check it out via the landing page
