Exclusive: Cracking the Code of Affiliate Marketing: Insights from a Pro: Sasha Boerma

In a bid to better understand the intricacies of affiliate marketing, iGaming AFRIKA sat down with Sasha Boerma, former Head of Casino and Affiliates at White Label Casinos and currently the Commercial Director Africa at Split The Pot.

With her experience spanning both operational roles and hands-on work with affiliates, Sasha has a unique perspective on what it takes to build lasting partnerships in this fast-evolving industry. She shares her journey, dives into the challenges of navigating Africa’s diverse markets, and offers valuable advice on forging trust and adapting strategies for long-term success.

IGA: Could you please give us some insight into your background in the affiliate marketing industry? How did you get started, and what has your journey been like so far?

Sasha: Sure! I’ve been working in affiliate marketing for about three years now. It’s been a dynamic space to be in, with constant changes and evolving strategies. Over the years, I’ve had the opportunity to work on both sides—on the operational end and directly with affiliates. This dual experience has given me a deeper understanding of how affiliate marketing operates, not only from the brand’s perspective but also from the affiliate’s side. It’s been an exciting and sometimes challenging journey, but the lessons learned, and the relationships built along the way have been invaluable. The landscape is ever-changing, especially in different regions, so staying adaptable is key.

IGA: It sounds like a fascinating journey! How has your experience working specifically in Africa been? I know this is a key market for your company, and you’re actively looking to bring in affiliates from this region.

Sasha: Africa is an interesting market for affiliate marketing, but it also comes with its unique set of challenges. One of the big hurdles we’ve faced, especially in South Africa, is the strict regulations. For example, with the legal restrictions on advertising for online casinos, we can’t rely on traditional SEO traffic or SEO keywords. This forces us to think outside the box and find new, innovative ways to attract players. It’s more complex compared to other markets, but that’s what makes it exciting.

The behaviour of players is also different in Africa. For example, our player retention models and how we predict player behaviour vary significantly from what we see in other regions. What works in Europe, or the U.S. doesn’t always translate directly here. You have to adapt to the local market—understand what appeals to African players, what kinds of promotions and offers work best, and how to communicate effectively in a diverse and dynamic environment. It’s a steep learning curve, but one that offers immense growth potential.

IGA: That’s quite interesting. Are these challenges you’ve encountered specific to South Africa, or have you seen similar trends across other African countries as well?

Sasha: While South Africa presents its own unique set of challenges due to its regulatory environment, we’ve seen other countries in Africa behave differently. For example, South African players tend to have similar behaviour to tier 1 markets, like those in Europe, especially when it comes to how they respond to bonuses and promotions.

In contrast, in other parts of Africa, like Nigeria or Kenya, the player behaviour mimics more of what we see in the U.S., especially with the increased mobile usage and engagement on social platforms. So, each region within Africa has its nuances, and that’s why it’s so important for us to tailor our strategies to fit the specific behaviours and expectations of players in each country.

IGA: African affiliates can be quite different when it comes to payment models. How important is it to ensure timely payments, and what impact does this have on building relationships with affiliates in Africa?

Sasha: Timely payment is critical. Affiliates have their businesses to run—whether it’s paying staff, covering operational costs, or simply reinvesting in their platforms. If they don’t get paid on time, it affects their trust in the brand and their ability to continue working effectively. Delays can seriously damage relationships. In Africa, as in other parts of the world, reliability is key. Affiliates need to know that they can depend on you. A lot of operators underestimate the importance of this. It’s not just about having a good product; it’s also about building trust by paying affiliates on time.

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In Africa, particularly, there’s also a strong focus on fostering long-term relationships. So, when affiliates know that they’ll get paid on time, they’re more likely to commit to your brand and continue promoting your products. Delays in payments erode that trust, and once the trust is gone, it’s very hard to get it back.

IGA: That makes sense. For companies looking to enter the African market and recruit affiliates, what advice would you give them?

Sasha: My main piece of advice would be to truly understand the market you’re entering. Africa is a vast continent, and each country behaves differently when it comes to affiliate marketing. You can’t have a one-size-fits-all approach. Understand what payment models work best, the kinds of deals affiliates are expecting, and how to communicate effectively in each region. It’s also essential to have honest and transparent conversations with your affiliates from the start.

You should also let your affiliates know that you’re in it for the long haul. Many affiliates worry that brands will just take their traffic and leave the market once they’ve achieved their short-term goals. If you can prove that you’re committed to building a long-term relationship and investing in the region, you’ll have a much better chance of success.

IGA: You mentioned earlier that South African affiliates behave similarly to tier 1 affiliates in other regions. How do you gather this kind of data? Is it based on operator feedback, or are there specific analytics tools you use?

Sasha: A lot of the insights we gather come from operator feedback. We’ve been in this space for quite a while, and over the years, we’ve had the chance to work with various operators across different markets. So, we ask questions, observe trends, and compare behaviours across regions. Operators who have worked in both tier 1 European markets and Africa provide valuable input on how player behaviour differs or aligns across these regions.

Most of the models we use to predict player behaviour are based on years of experience and data from operators who have worked with affiliates in multiple regions. It’s about asking the right questions and gathering feedback from both affiliates and operators who have boots on the ground.

IGA: How has technology impacted affiliate marketing in Africa, especially with the rise of mobile devices and data-driven marketing?

Sasha: Technology has had a huge impact, particularly in Africa, where mobile-first strategies are essential. With data costs being a concern for many users, everything we do needs to be optimised for mobile, and it needs to be data-friendly. That includes affiliate websites, apps, and the ads we run.

From an affiliate’s perspective, it’s all about making sure that their platforms are mobile-optimised. The use of tools like Google Ads and social media advertising is also critical. But above all, the experience must be seamless and user-friendly on mobile devices, which are the primary way people access the internet across much of Africa.

IGA: What are the key areas of focus for operators looking to implement affiliate marketing for the first time in Africa? What challenges should they be aware of?

Sasha: One of the biggest challenges is regulation. For example, South Africa has one of the most regulated environments in the world when it comes to online gambling and affiliate marketing. It’s crucial for operators to understand and comply with these regulations. In some regions, you can’t use traditional forms of online advertising, so you need to explore alternative traffic sources, like influencers or social media.

Speaking of influencers, we’ve seen massive success with them in countries like Nigeria and Ghana. TikTok, Instagram, and other social media platforms are huge, especially among the youth. Understanding how to leverage these influencers to drive traffic can be a game-changer. But again, the key is knowing your market. What works in one country might not work in another, so you need to be flexible and willing to adapt.

IGA: Many influencers are hesitant to become affiliates because they prefer fixed fees over revenue share models. How do you approach this, and how can education play a role in shifting their mindset?

Sasha: The reason influencers often prefer fixed fees is that they’re worried the brand will just take their audience and leave them behind once they’ve delivered the traffic. There’s a fear of losing control over their audience. That’s why they want a fixed payment—they want security.

But if you’re a trusted brand, you’ve been around for a while, and you can show them real data on how revenue share works, you can start building trust. You need to educate them, showing them that long-term, they will earn more through revenue share than they would with a fixed fee. And it’s not just about education—it’s about being patient and transparent, showing influencers the potential financial gains with real-world examples, and working with them over time to prove that you’re in it for the long haul.

IGA: Lastly, what advice would you give to affiliates or influencers looking to enter the affiliate marketing space?
Sasha: My biggest piece of advice would be to know your audience and build authentic relationships. Whether it’s with your affiliate manager or your social media following, trust is key. Always be honest and transparent in your content. Make sure your promotions are real, and engaging, and speak to the interests of your audience. The more genuine you are, the better results you’ll see. Relationships are everything in affiliate marketing, so take the time to build them.