Discussion on the African Affiliate Marketing Landscape - Focus on the Importance of Tracking - Featuring RavenTrack Podcast
In the dynamic world of affiliate marketing, Africa stands out as a region where the financial infrastructure, deeply rooted in mobile money, has significantly shaped its affiliate model. This unique landscape, characterized by local shops, call centers, taxi ranks, and even WhatsApp groups, serves as a testament to the adaptability and resilience of affiliates in the continent.
Recent conversations, such as the one on Episode 12 of the iGaming AFRIKA Podcast, have highlighted the future of affiliate marketing in Africa. Industry experts, including RavenTrack's Technical Account Manager, Max Bennett, Head of Sales and Partnerships, Aron Myerthall, and Customer Success Manager, Warren Blake Vercueil, emphasized the importance of trust, community, and long-term relationships.
Aron Myerthall compared long-term affiliates to a trusted friend who sticks around, meets the family, and gets invited to weddings, underscoring their longevity in the industry. This sentiment was echoed by the observation that the biggest growth stories in Africa's iGaming industry don't come from brands with the most registrations but from those with the strongest retention.
One client's net revenue was higher due to strong retention, not the number of players signed up, demonstrating the importance of nurturing these long-term relationships. RavenTrack, a company set to exhibit at the SBC Summit in Lisbon from September 16 to 18, 2025, at Stand F911, is one such organization that shifts focus from vanity metrics like clicks or impressions towards player lifetime value, traffic quality, and cross-vertical behavior.
Successful campaigns in Africa need a strong brand, a clear hook, and modern technology adapted to local culture. Authenticity is crucial, as seen in Betika's 'Bet on Yourself' campaign featuring Ronaldinho Gaucho. Regulation in African markets presents an opportunity for affiliates to prove their long-term value by focusing on compliance, transparency, and sustainable relationships.
Data privacy is critical, with companies like RavenTrack ensuring GDPR compliance through the use of anonymous IDs while still delivering necessary insights. The iGaming industry in Africa is undergoing a transformation, and it's clear that affiliates who prioritize trust, community, and long-term relationships will lead the way.
