Back

How Trust Drives Affiliate Growth at Big Betty Partners — Interview with Valeria, Head of Brand Marketing

The affiliate market is often reduced to surface metrics: traffic, conversions, short-term results. But sustainable growth in iGaming is built on something deeper — structure, discipline, and trust shaped by strong brand leadership.

Valeria, Head of Brand Marketing at Big Betty Partners, understands this from firsthand experience. She started in foundational roles and consistently expanded her expertise across SMM, PR, paid acquisition, and brand partnerships. This path gave her a system-level view of marketing — where every tool works toward a single, measurable goal.

With over 7 years of marketing experience, Valeria grew alongside the company, taking on increasing responsibility as the brand scaled. Her strengths in analytics, strategic planning, and performance evaluation became the foundation for Big Betty's brand positioning and long-term partner growth.

In this interview, Valeria explains how the affiliate market is maturing in 2025-2026, why brand marketing has become a strategic function inside affiliate programs, how trust is built in practice, and which marketing directions enable growth without sacrificing control.

If you want to understand how a modern affiliate program turns brand, structure, and transparency into real business results — this conversation is worth reading to the end.

The affiliate market in 2025 feels louder than ever. What's really happening — and where is it heading next?

Valeria:
Let's cut through the noise. The market isn't overheating — it's maturing. In 2025, close to 74% of iGaming operators use affiliate programs as a core acquisition channel. That's not a trend, that's infrastructure.

According to open-source data and internal analytics, the global iGaming affiliate segment reached $6-7 billion in 2025, clearly showing steady affiliate industry growth rather than speculative spikes. Looking ahead, my expectation for affiliate marketing 2026 is pragmatic: +4-7% year-over-year. Not hype-fueled expansion, but structured, professional scaling.

This is exactly the phase where strong systems outperform loud promises — and where weak players quietly exit the room.

Why do affiliate programs remain so influential in a fully digitalized environment?

Valeria:
Because technology scales reach — but people scale relevance.

In iGaming, affiliate channels consistently generate 30-40% of new depositing players, making them impossible to ignore in sustainable acquisition. This isn't accidental. Affiliates understand GEO-specific behavior, cultural nuances, regulatory pressure points, and real user intent far better than any centralized media buy.

If we look at affiliate marketing trends 2026, personalization and local expertise sit at the center. A strong affiliate isn't just sending traffic — they're translating markets. That human layer is why affiliates still outperform many automated channels in quality and retention.

What role does brand marketing play inside an affiliate program today?

Valeria:
Brand marketing is no longer decoration — it's risk management and growth strategy combined.

Effective affiliate program branding positions you as a long-term business partner, not a temporary source of deals. Clear terms, predictable payouts, transparent reporting, and real support are how you build credibility at scale. That's the foundation of any serious affiliate brand strategy.

A strong brand naturally filters traffic quality. It attracts publishers who think in lifetime value, Tier-1 GEOs, and scalability — not fast cash. That directly impacts portfolio quality, partner acquisition costs, and revenue stability. In practice, brand marketing becomes a measurable lever rather than a soft metric.

How do you approach affiliate program management across different partner levels?

Valeria:
There's no universal playbook — and pretending otherwise is the fastest way to fail at affiliate program management.

For new partners, the priority is structure. We invest heavily in onboarding: monetization models, payout mechanics, KPI logic, and traffic evaluation. We test together, select GEOs and formats, and explain decision-making, not just execution. This is the practical answer to managing affiliate program growth at the entry level — with education, not pressure.

For experienced affiliates and networks, the focus shifts to speed, flexibility, and scale. They don't need micromanagement; they need reliability, autonomy, and clean tools. With them, we work on data-driven optimization, custom incentives, and long-term scaling — always within a consistent brand framework.

Trust is a recurring theme. How do you build it with affiliates in practice?

Valeria:
We build trust by consistently matching expectations with reality.

For us, partner trust building starts with transparency: no hidden conditions, no delayed payouts, no blurred metrics. Communication stays direct, and support is available where it genuinely adds value. Over time, this creates a stable affiliate partner relationship built on predictability rather than promises.

Strong trust doesn't just feel good — it shortens sales cycles, improves traffic quality, and increases partner retention. That's operational value, not philosophy.

Big Betty has become highly visible through awards and industry events. How does that reflect your positioning?

Valeria:
Visibility follows execution. Always.

Receiving the Best Newcomer award at iGB L!VE confirmed what our partners already knew: Big Betty Partners is scaling fast and doing it properly. We're present at key industry events, meet partners face-to-face, and invest in long-term collaboration — not transactional deals.

The Big Betty affiliate program prioritizes clarity, performance, and selectivity. Our Big Betty marketing strategy supports that with consistent messaging, strong market presence, and tangible value beyond contracts — from exclusive offers to year-round engagement.

We don't aim to blend in. We strive to lead — and stay there.

What marketing approach does Big Betty Partners actually use?

Valeria:
At its core, our approach is rational. No smoke, no vanity metrics. The rule is simple: every investment must pay back. That principle shapes our entire affiliate brand marketing model.

We build marketing on analytics and data, not intuition. Every campaign, channel, and activity is measurable and evaluated through performance. If it doesn't bring value to the business and to partners, it doesn't stay. This mindset is especially critical in iGaming affiliate marketing, where scale without control quickly turns into losses.

Our partnership formula is straightforward: WIN-WIN or nothing.

What does a WIN–WIN partnership look like in practice?

Valeria:
It starts with comfort and fairness. We design our marketing and operations so that partners clearly understand how the system works and why it's safe to scale with us. That's the foundation of a transparent affiliate program.

We reset negative balances when player behavior changes — meaning partners don't bear unpredictable risks from short-term fluctuations. This creates stability and signals long-term intent. We don't optimize for quick gains. We optimize for durability.

That's our approach to building trust with partners: concrete mechanisms, not promises. It's also how we maintain a consistent brand positioning affiliate strategy — selective, stable, and focused on professionals.

Which marketing directions are key for Big Betty Partners today?

Valeria:
We operate across several core directions, each tied to outcomes — not appearances:

• Performance-oriented marketing. Every action must drive revenue growth for both sides. This is non-negotiable in any serious casino affiliate program.
• Content & expert marketing. We invest in expertise-driven content to demonstrate how our team thinks, analyzes, and builds systems. This directly supports our trust marketing strategy.
• Events & networking. Conferences, panels, one-to-one meetings. These aren't branding rituals — they're deal-closing environments, especially valuable in the online gambling affiliate space.
• Digital & SMM. Targeted campaigns, email marketing, and social presence increase visibility and partner engagement without wasting reach.
• Data-driven marketing. Continuous KPI, LTV, and retention analysis allows us to test hypotheses and refine communication channels with precision.

Together, these pillars support a scalable iGaming affiliate program that grows without losing control.

What does this approach actually give partners?

Valeria:
First — peace of mind. Negative balance resets protect partners from unpredictable swings in player behavior. That alone changes how confidently affiliates plan campaigns.

Second — rational budget use. We don't try to be everywhere at once. We allocate every dollar to channels that deliver measurable returns. Partners know we treat their traffic and spend with the same discipline we use for our own.

Third — clarity. When the system is understandable, risks are lower. That's how we build reliable affiliate partnerships in the iGaming affiliate marketing ecosystem — through structure, not pressure.

And finally, access. Live meetings at events, open discussions about performance, and constant support from our affiliate team. Partners always know there's a real person on the other side — someone who shares expertise, materials, and strategic input when it matters.

Why do people often describe Big Betty Partners as a fast-growing company?

Valeria:
Because we grow deliberately, we founded the company in 2021 and, in a relatively short time, secured strong visibility and recognition across Tier-1 markets. We show up at the right industry events, appear consistently in leading industry media, and stay sharply focused. No dilution, no noise. Quality over quantity — always.

The "Betty Best Newcomer Award" at iGB L!VE was a public confirmation of that trajectory. It recognized not just speed, but how we grow — with structure, discipline, and a clear market position.

That's why the market sees Big Betty Partners as a fast-scaling brand — not because we chase visibility, but because we earn it.

Can you share any numbers or percentages around partner growth?

Valeria:
Yes — and these are numbers we're comfortable standing behind. Our approach delivered a 20% year-over-year increase in new partners, which aligns well with the broader affiliate marketing statistics 2026 we're seeing across the industry.

Behind that growth is very tangible work: 500+ meetings with existing and potential partners. These weren't just intro calls — they included working sessions, in-person meetings, conference dinners, and closed-door business events. Many of those conversations converted into signed agreements, directly expanding our pipeline of exclusive iGaming deals and strengthening our position within a growing betting affiliate network.

That's how we look at scale: relationships first, numbers second — but numbers always follow.

What activities are we planning for 2026?

Valeria:
2026 is about depth, not just reach — very much in line with our 2026 affiliate market forecast.

First, we're investing heavily in digital interaction with partners. Better tools, smoother communication, and smarter workflows are essential for any modern iGaming partner program.

Second, we're expanding our brand portfolio. At the start of the year, our marketing portfolio included five brands. By year-end, we scaled it to seven. In 2026, we're already in discussions to add another strong brand to the portfolio — one we're confident our partners will value, because real choice is essential for building sustainable campaigns.

We're also continuing platform UI improvements to ensure partners have all the tools they need for stable performance and long-term growth. That includes analytics, reporting, and access to expert insights through our blog and social channels. Partners can choose the information format that works best for them — clarity is part of good affiliate partner support.

Beyond that, we're increasing our expert presence in external media, on our own platforms, and at conferences. And yes — we're taking merch seriously. Our annual exclusive merch pack isn't a one-off giveaway. It's a collectible concept built on quality, design, and respect for partners.

In 2025, we attended five major conferences. In 2026, we're planning seven: more presence, better conversations, and stronger long-term partnerships.

What trends in affiliate brand marketing do you see shaping 2026?

Valeria:
The biggest shift is toward quality partnerships built on trust. The market is saturated with offers, so a "good deal" alone no longer works. Partners want to know who stands behind the offer. That's where strong affiliate brand awareness becomes decisive.

The second trend is value beyond money. Leading programs invest in expertise, access to analytics, shared testing, and education. This is the real future of affiliate marketing — where the affiliate brand is an asset, not just an image.

Strong players focus on affiliate brand building through ecosystems: personal contact, transparency, and strategic collaboration. When done right, this attracts top-tier partners and improves traffic quality organically. That's what separates mature programs in 2025-2026 from the rest of the market.

Big Betty Partners recently attended iGB Affiliate. What key takeaways stood out for you?

Valeria:
First — scale. Each year, these events get bigger, reflecting the overall growth of the affiliate program market. Conferences don't grow in isolation. They mirror what's happening in the industry. The signal is clear: the market is expanding, and publishers who haven't entered the niche yet should study it closely.

Second — AI. Even small examples show how deeply it's integrating into our workflows. At iGB, AI already helps recommend meetings and connections inside the platform. In SEO, AI-generated answers now dominate search results. This is just the beginning.

Strategically thinking programs — and we're among them — have been analyzing and implementing these trends for a while. That's part of our brand marketing strategy, affiliate approach: anticipate change, not react to it.

Built for the long game — join Big Betty Partners

Big Betty isn't chasing volume. We build partnerships that scale, last, and pay back. If you value clear terms, real support, strong brands, and a team that treats partnership as a business — not a slogan — you're already thinking our way. It's time to move from interest to action.

👉 Become a partner today: BigBetty.io