The Future of Affiliate Marketing in Africa: Why Tracking Matters – A Podcast with RavenTrack
Affiliate marketing in Africa’s iGaming industry is undergoing a transformation, one that goes far beyond traffic numbers and short-term acquisition. On Episode 12 of the iGaming AFRIKA Podcast, the team from RavenTrack, an advanced affiliate tracking platform, unpacked the opportunities and challenges shaping this shift.
The conversation brought together three of RavenTrack’s key experts: Max Bennett, Technical Account Manager, Aron Myerthall, Head of Sales and Partnerships and Warren Blake Vercueil, the Customer Success Manager. Together, they painted a clear picture of why the future of affiliate marketing in Africa lies in trust, community, and long-term relationships—and why retention, not just acquisition, is the real measure of success.
Traditionally, affiliates have been seen as acquisition partners, focused only on bringing in new players. But as RavenTrack’s experts highlighted, the real value comes when affiliates are viewed as growth partners. This shift changes the conversation entirely: it’s no longer about how many players can be pushed through the funnel, but about how affiliates and operators can collaborate to ensure those players remain engaged, loyal, and valuable over time.
In a market like Africa, where many players are entering the online betting ecosystem for the very first time, the need for education, trust, and long-term engagement is even more pronounced. Affiliates who act only as acquisition engines risk high churn and wasted spend, while those who focus on retention build lasting revenue streams. “Retention is the bread and butter of sustainable business,” explained Warren Blake Vercueil. “One client we work with didn’t bring in the most signups, but their net revenue was significantly higher because their players kept coming back. That’s where the real growth happens.”
Unlike Europe, where affiliate marketing is highly digital and data-driven, Africa’s affiliate ecosystem is built on personal, community-driven relationships. Affiliates are often the first point of contact for new players, serving not just as promoters but also as trusted guides. They operate through local shops, call centers, taxi ranks, and even WhatsApp groups, embedding betting into everyday social interactions. In many cases, these affiliates act as educators, explaining how platforms work, helping with sign-ups, and ensuring that new customers feel confident in making their first wagers.
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The financial infrastructure of the continent has also shaped this model. With mobile money deeply embedded in daily life, affiliates have adapted strategies to make deposits and withdrawals simple and familiar, dramatically lowering barriers for first-time players who may not have access to traditional banking. As Aron Myerthall put it, “Africa is buzzing with energy. It’s youthful, fast-moving, and built on trust. You can have the fanciest tech in the world, but if it doesn’t fit the culture, it won’t work.”
The data backs this up. Warren Blake Vercueil noted that the biggest growth stories in Africa don’t come from brands with the most registrations but from those with the strongest retention. “One client’s net revenue was far higher than others, not because they signed up more players, but because their players kept coming back,” he explained. “Retention is where sustainable growth lies.”
For RavenTrack, this means shifting the focus away from vanity metrics like clicks or impressions toward what truly drives revenue: player lifetime value, traffic quality, and cross-vertical behavior. Data privacy is equally critical. By assigning anonymous IDs, RavenTrack ensures all tracking is fully General Data Protection Regulation (GDPR) compliant, safeguarding sensitive information while still delivering the insights affiliates and operators need to optimize performance. Or as Warren summed it up: “We’re not just counting numbers, we’re looking at the real story behind them.”
When it comes to marketing campaigns in Africa, authenticity is everything. Warren pointed to Betika’s “Bet on Yourself” campaign in Kenya, which featured Brazilian football legend Ronaldinho Gaucho. The campaign stood out not just because of the global star power, but because Ronaldinho genuinely engaged with local communities, meeting fans, creating memorable moments, and sparking conversations offline that quickly spilled over into online buzz. This blend of cultural connection and star appeal turned the campaign into more than just an advertisement; it became an experience that players felt part of.
As Aron Myerthall explained, success comes from more than visibility. “Successful campaigns need three things: a strong brand, a clear hook, and modern technology adapted to local culture,” he said. In a continent where trust and community drive adoption, campaigns that resonate on a personal and cultural level carry far more weight than glossy, one-size-fits-all promotions.
With fragmented and tightened regulation across the African markets, operators are understandably cautious. But for affiliates, regulation is an opportunity to prove long-term value. Those who focus on compliance, transparency, and sustainable relationships will outlast the “smash and grab” operators. “It’s like dating,” Aron joked. “You can be the one-night stand, or you can be the guy who sticks around, meets the family, and gets invited to weddings. Long-term affiliates are the ones who survive.”
Max Bennett added that beyond creative execution, the real differentiator is how campaigns are measured and optimized. “It’s not enough to launch a flashy campaign—you need to track whether it’s actually building long-term relationships with players,” he noted. For Max, that means evaluating not just initial sign-ups but also repeat engagement, cross-product activity, and whether players stick around once the hype fades. In other words, authentic campaigns must be backed by smart tracking and retention-focused strategies to deliver real business value.
RavenTrack will be exhibiting at SBC Summit in Lisbon from September 16 to 18 at Stand F911, where the team will be available to connect and discuss the platform’s innovations.
