Affiliate Marketing in Africa: Mikhail Semenov on How Alanbase is Leading the Shift
Affiliate marketing has steadily gained global recognition for its efficiency, accountability, and scalability. And now, it’s carving a path into emerging markets like Africa. In a conversation with iGaming AFRIKA at the SiGMA Africa 2025 conference, Mikhail Semenov, Business Development Manager of Alanbase, provided insight into the growing relevance of affiliate marketing and the role of Alanbase in shaping its success.
Compared to traditional advertising methods, affiliate marketing offers a more flexible and performance-driven model. Unlike upfront advertising spend on TV, radio, or billboards that may or may not deliver results, affiliate marketing works on a pay-for-performance basis. As Mikhail put it, “Operators do not make pre-payments. So affiliate marketing helps operators diversify the risks.” This means businesses only spend when they gain value, whether it’s clicks, leads, or actual customers, making the strategy inherently low-risk and results-focused.
Beyond risk mitigation, affiliate marketing also offers significant benefits in terms of cost, expertise, and operational ease. Mikhail emphasized this by stating, “Affiliate marketing is a ready-made solution with quite fair prices… they save money, they save time when they work with affiliate marketing software.” With platforms like Alanbase, companies don’t need to build and maintain complex systems or hire full-time developers. The infrastructure is already in place, tested, and continually updated.
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As affiliate marketing gains traction globally, Africa presents both a challenge and an opportunity. It’s still relatively new on the continent, and according to Mikhail, “there is a lack of knowledge about affiliate management” but the potential is undeniable. He believes it should be prioritized because it empowers operators to tap into previously untapped traffic channels, leading to higher profits and broader market reach. It’s an affordable and scalable growth engine, especially for startups and local brands looking to compete in a growing digital economy.
Among various affiliate management systems available, Alanbase sets itself apart through its flexibility and user empowerment. Mikhail highlighted, “Alanbase gives full freedom for operators… it’s not just a platform, it’s a builder.” Unlike rigid platforms, Alanbase allows users to customize formulas, edit statistics, and conduct cohort analysis to calculate metrics like lifetime value, essential for long-term strategy and optimization. This adaptability makes it more than just a tool; it’s a dynamic engine for business growth.
But Alanbase isn’t just about features, it’s about fit. It’s tailored to meet the needs of African operators. With built-in support for QR codes, referral links, and promo codes, it enables seamless integration with influencer campaigns and other modern traffic sources. What’s more, Alanbase remains hands-on even after integration, connecting operators with affiliates and maintaining a constant line of support. “If there is a request from an operator… we support them. We do not lose the contact with them,” said Mikhail, underscoring their commitment to long-term collaboration.
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