Affiliate Success in Africa: Insights from Stanislavs Vaipans, 1win Partners
Africa has become one of the most exciting iGaming markets today. Just a few years ago, it was seen as a promising “future market.” Now, it’s already here — setting new rules of the game. In this article, Stanislavs Vaipans, Senior CPA Affiliate Manager at 1win Partners, answers key questions about what drives affiliates to succeed in this dynamic region. Mobile-first adoption, the explosive popularity of football, and local payment solutions have turned the continent into one of the fastest-growing regions in the industry.
Sports Betting: The beating heart of African iGaming
Which verticals in the African market are growing fastest right now – sports betting, casino or something new?
When it comes to verticals, Africa leaves no doubt: sports, and football in particular, are number one. In Nigeria, for example, 65% of the population regularly watch football, and over 80% support the national team. On a continent of more than a billion people, sport isn’t just entertainment — it’s a cultural phenomenon.
For affiliates, that means one thing: sports betting remains the main entry point to the market. Casino and virtual games are gaining momentum, but sports provide the level of engagement that makes it possible to scale campaigns quickly.
CPA as the natural choice
The CPA model remains the most popular among African partners. Why does it perform so well in this region?
The CPA model has long established itself as the dominant approach in Africa. And it makes sense: many players only show up during major tournaments, place a few bets, and then disappear. For affiliates, a fixed payout per user is often more profitable than hoping for long-term monetization.
That said, the market is maturing. Where brands invest in retention and build trust, hybrid or RevShare models are starting to work. In countries like Kenya and Nigeria, affiliates are already seeing solid revenue growth by combining CPA with Revenue Share — especially after big sporting events.
Mobile-First: more than just a trend
What do you think is the main difference between African traffic and other emerging markets?
In Africa, “mobile-first” isn’t a buzzword — it’s reality. Over 90% of users access the internet via smartphones. And we’re not just talking about premium devices: many people use budget phones with unstable connections. This leads to two clear takeaways:
- Interfaces must be lightweight and fast.
- Creatives need to be mobile-ready: vertical video, stories, adaptive landing pages.
Localization is crucial. An ad featuring a popular football player or a recognizable cultural symbol resonates far more than a generic gameplay creative. Add in local payment options like M-Pesa in Kenya or mobile wallets in Nigeria, and conversion rates rise significantly.
Tech that makes the difference
What should affiliates consider to effectively handle this traffic?
In such a fast-changing environment, affiliates who adapt quickly come out ahead. 1win Partners’ affiliates value stable payment solutions, but that’s only part of the story. Widgets and adaptive landing pages make it easy to test scenarios without overspending. A/B testing can lift conversion rates by double digits. Personalized promo codes help leverage influencers and local opinion leaders — who, in Africa, hold far more trust than mainstream advertising.
Most importantly, everything has to be built on analytics. Conversion rates, repeat deposits, LTV, and player activity are the metrics that show the true effectiveness of campaigns. Without transparent tracking and manager support, even strong traffic can go to waste.
Success belongs to those who localize
What are some important insights you would reveal for newcomers who are just entering the African market?
Experience shows that affiliates win in Africa when they stop trying to copy strategies from Europe or Latin America — and start by understanding local realities. Those who focus on mobile campaigns around football, integrate local payment methods, and work with local ambassadors can see conversion rates jump by up to 30% compared to generic creatives.
The advice for newcomers is simple: don’t spread across the entire continent at once. Pick one or two countries, adapt language, currency, interfaces, and payments to that specific geo. Prepare creatives ahead of major sports events, and always have a few formats ready for A/B testing — in this market, small details often decide the outcome.
What works in Africa right now
To sum it up, the formula for affiliate success in Africa today looks like this:
- Sports as the entry point: football and betting drive the traffic.
- CPA as the starting model: fixed payouts make sense in a market with high churn.
- Mobile-first, no compromises: lightweight UX, fast-loading interfaces, vertical formats.
- Localization: language, culture, currency, payments.
- Tech advantage: A/B tests, adaptive landers, promo codes, advanced analytics.
- Strong partner support: a manager who helps refine creatives and gives geo-specific insights.
Africa is a market where adaptation always beats universality. Affiliates who listen to local players, understand their reality, and adjust fast will be the ones capturing the lion’s share of success.
