This week we’re spotlighting Marian Melinte, Head of Acquisition at Roobet Affiliates and delving deeper into where the future of iGaming Affiliate Marketing is headed and how he’s experiencing growth within the LATAM emerging marketplace as Roobet’s affiliate program continues to expand globally.
Q: When and how did you join the iGaming industry to head up Roobet Affiliates?
MM: It’s been more than 10 years now since I’ve been bitten by the iGaming bug. My entire work life has actually been in the industry and, like many others in this field, I started as a Customer Support Agent and then worked myself up to heading affiliate programs. Roobet Affiliates is the third affiliate program that I’m running and I celebrated my first year here a couple of months ago.
Q: What are the core advantages Roobet Affiliates program offers to partners in LATAM?
MM: We always strive to expand the Roobet community across the globe and we recognize and celebrate the diverse cultures that our Roobetters hail from. All of our partners can take advantage of state-of-the-art tracking software, the most transparent statistics, unique games and promotions as well as the lowest admin fees but there’s a lot more in store for our trusted collaborators.
By now I think that we are very well known for our amazing ambassadors, from the great Snoop Dogg to an army of UFC fighters, Roobet is being endorsed by international and local stars alike. I think there is an amazing opportunity for LATAM affiliates to create unique content around our friendship with superstars like Canelo Alvarez, Brandon Moreno, Charles Oliveira and Alex Pereira to name but a few.
On top of all of this, we are constantly improving our localisation beyond just translations, with local payment methods being added all the time alongside our internationally available crypto payment methods as well as localized promotions and events. LATAM affiliates will also be happy to find that our affiliate platform as well as the creatives they can use to drive traffic are all translated in both Spanish and Portuguese and that we offer fast crypto payments for their earnings.
Q: What are some of the areas you help publishers with to develop new marketing channels?
MM: We are very proud of the portfolio of exclusive house games we have developed and improved over time, with the most recent title – Snoop’s HotBox being at the top of that list. This is just one of the types of opportunities we create for our publishers to develop new ways to engage their audiences.
One of our priorities is to create a genuine buzz around our brand and savvy publishers can definitely ride that wave and create unique content to leverage the brand awareness we invest millions to create. Be it our world-class sponsorships, our exclusive house games, exclusive titles in collaboration with famous game studios or unique events like the Roobet Cup, there’s something for every type of publisher to take advantage of.
Q: What are some of the trends you’ve noticed as a LATAM focussed brand in terms of market development in this emerging sector?
MM: The Latam markets are still developing and I would say they are about 10 years behind European markets and that comes with opportunities but also with a lot of challenges. We are already aligned with the more mature marketing and compliance practices that have become the standard for European and North-American markets and this has proven at times to be a challenge in developing markets. This being said, we stay committed to offer customers from around the world a place to enjoy iGaming entertainment in a safe, sustainable manner even if this can limit our growth, we are in it for the long game.
Q:What is your gutsiest move or campaign you’ve run as an Affiliate marketer and did it / did it not pay off? If so why and what did you learn from it?
MM: I think our partnership with Snoop Dogg and the slew of marketing opportunities that it creates has enabled some of the gutsiest campaigns I’ve ever had the pleasure to be part of and we’re just getting started.
Q: They say Affiliate Marketing is complex, how do you and your team simplify it for your partnerships to grow?
MM: Indeed, it is very complex and there isn’t really a way to work around that completely. Nevertheless, we make an effort to track and analyze as many data points as we can so as to gain more actionable insights. We have also established procedures that our team follows throughout the various steps of our partnerships funnel to ensure the best chances for our collaborations to grow sustainably.
Q: What do you think the future of Affiliation will look like in 5 years from now?
MM: With more and more competition and with regulation adding complexity and limiting the way we advertise, both operators and affiliates will have to get more creative with the way they reach their target audiences. I think Roobet is at the forefront of experimenting with new methods of creating brand awareness and enabling our publishers to drive customer engagement. I wouldn’t be surprised if more traditional iGaming brands and affiliates start employing some of the still unconventional strategies we regularly use.
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About Marian Melinte:
Marian is a curious individual, fascinated by technology. He has accumulated years of experience in digital-first companies, bringing world-class services to global audiences. Able to leverage strategy and business development skills, marketing and branding skills as well as cross-functional team leadership and project management to bring measurable growth, he is motivated by a keen desire to help useful technology reach millions of users and plays a part in building industry-leading teams and programs within businesses that have a fail-fast learn smart attitudes and takes pride in creating innovation and market disruption.
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