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Interview with Denis Petuhov – CEO of Lucky Media
In a recent interview with AffPapa, Denis Petuhov, CEO of Lucky Media, talked about initial challenges, key affiliate trends, 22Bet Partners, and more.
Yeva: Denis, as CEO of Lucky Media, what challenges did you face early on in building Lucky Media, particularly in the affiliate marketing space, and how did those challenges shape the company culture you lead today?
When we founded Lucky Media, one of the biggest challenges was assembling a strong team to work with affiliate programs. Lucky Media is a full-service marketing agency—we handle everything from A to Z. We develop creative PR concepts, manage collaborations, initiate sponsorships, run SMM campaigns, and much more. To deliver on all of that, you need a strong, skilled team capable of executing standout PR and marketing strategies for affiliate programs in the industry. And putting together not just a team, but a crew of talented and ambitious individuals—that’s no easy feat. After all, the team is the core of any success.
I personally came from the affiliate marketing space, so I understand how it works, what partners and affiliate programs need, even their psychology, so to speak. But I needed a team I could fully trust to bring big projects to life. I should add that my management style is not about micromanagement—I prefer giving people the freedom to act and create. I give the team space to realize their ambitions and ideas, and over time, that has clearly paid off. This approach forms the backbone of our corporate culture: trust, initiative, and professional accountability. In my view, that’s the right strategy for building a modern brand.
Yeva: Affiliate marketing continues to evolve rapidly, especially in the iGaming sector. From your perspective, what are the key affiliate marketing trends brands need to prioritize in 2025 to remain competitive and ensure sustainable growth?
To be honest, there aren’t that many “revolutions” in affiliate marketing. Its core has always been—and still is—a game of at least two parties, and the most important part of that relationship is keeping your promises: clearly, reliably, and on time. Reliability and predictability are what truly matter, and always will.
From personal experience, this principle has underpinned the sustainable growth of programs like 22Bet Partners, PlayAmo Partners, and Hell Partners. Their stable presence on the market for over 8 years is the best proof that real partnerships are built not on flashy promises but on actual results and actions.
As for 2025 trends, I’d recommend spending less time chasing trends, hype and more time actually listening to your partners. Just ask: what do they really want? Put yourself in the affiliate’s shoes and you’ll get a clear picture. What always takes priority?
- Product conversion.
- Transparent and favourable conditions.
- Consistent and frequent payments.
- Reliable and quick communication.
Add to that solid PR support, and you’ve got a clear formula for sustainable growth. Success doesn’t come from hype, but from how honestly and professionally your partnerships are built.
Yeva: Lucky Media has been at the forefront of performance-driven marketing. How do you balance data-driven strategies with creativity in your affiliate marketing approach, especially when entering new or culturally unique markets?
Balancing data and creativity is really the foundation of any successful marketing, especially in iGaming. From the beginning, we designed our processes not to pit analytics and creativity against each other, but to make them parts of one unified system.
Data gives us a clear picture of user behaviour—it tells us what works and what doesn’t. But dry numbers alone don’t evoke emotion. And in gambling, emotions are key to engagement. That’s why we keep our creative approach alive: we test hypotheses, validate strategies, adapt the tone of voice for each audience, collaborate with local influencers, and incorporate cultural nuances into our messaging.
When entering a new market—especially one with a strong cultural identity—it’s not enough to just “translate” your marketing. You need to understand the context: values, language, visual cues. This is where teamwork really helps. At Lucky Media, we’ve built an environment where data and intuition don’t compete—they complement each other.
We believe marketing works best when it includes both clear analytics and emotional appeal. One sets the direction, the other earns attention and trust.
Yeva: 22Bet Partners has gained a strong reputation within the affiliate community. Can you share the foundational principles behind how the program engages and retains its affiliate partners? What makes your approach stand out from competitors?
At the core of 22Bet Partners is a very clear—and seemingly simple—principle: keep your promises and do so consistently. Affiliate marketing is, above all, about trust. You either earn it through your approach, or you lose it.
We’ve always focused on building relationships through predictability, not slogans. Clear terms, responsive communication, regular payments, respect for partners’ time, flexibility, and a personalized approach.
What makes our approach unique is its systematization. We’re not trying to be everywhere at once—we focus on key directions and build processes that make it convenient for partners to work with us. If something doesn’t work—we discuss it and find a solution. If a partner needs a custom offer—we’re open to that.
We don’t position ourselves as “the most creative,” but we’re valued for our consistency, clarity, and practical approach. These are the qualities that lead not to a quick flash of success, but to steady growth. And that’s why we’re chosen by those in the industry who are in it for the long haul.
Yeva: Many affiliates are looking for flexible and tailored solutions today. How does 22Bet Partners personalize or adapt its offerings to meet the diverse needs of partners in different regions and verticals?
We understand that today, a one-size-fits-all approach just doesn’t work—there’s too much variation in audience specifics, traffic sources, geographies, and even monetisation models. That’s why at 22Bet Partners, we prioritize flexibility and personalisation.
We don’t have a rigid structure that prevents us from adapting terms for a specific partner. We’re open to discussing custom payout models, focusing on particular verticals or geos, and adjusting the collaboration format as needed.
But everything starts with a dialogue. We don’t offer top-down solutions. We listen to the partner, ask the right questions, and then build an offer that actually works for their unique case.
This approach gets results: partners feel like they’re being spoken to in their own language—not with a template. That’s what allows us not just to onboard new partners, but to retain and build long-term relationships.
Yeva: 22Bet Partners will participate in iGB Live in London. What will be your key objectives going into the event, and how will the experience align with your expectations?
This year, our goal at iGB Live is to go beyond standard formats. We’re not just attending—we’re creating a vivid, memorable experience for our partners.
In addition to strengthening relationships and connecting in person with current affiliates, we want to engage visitors with something truly unique. Lucky Media has developed a one-of-a-kind quest that ties together three booths: 22Bet Partners, PlayAmo Partners, and Hell Partners.
It’s going to be an exciting activity where participants go through three different gaming stages, collect stamps, and enter a raffle with truly valuable prizes. We’re talking MacBooks—and even a ticket to Wimbledon, which takes place literally the day after the conference.
We want iGB Live in London to be remembered not just for good meetings, but for real emotions, engagement, and fun, human interaction. That’s the essence of our work: connecting brands, partners, and people not just through numbers, but through experiences worth repeating.
Yeva: Lastly, Denis, how do you leverage events like iGB Live not just for brand exposure but to deepen relationships with current affiliates and spark meaningful conversations with potential new partners?
For us, participating in such events is, first and foremost, about real human interaction. Yes, visibility matters, but we always focus on relationships, not just “being in the shot.”
Many of our partners have worked with us remotely for years, and conferences like iGB Live offer a unique chance to sit down together, talk without rush, understand each other more deeply, or simply catch up. That’s a whole different level of connection. Often, it’s during these kinds of conversations that non-standard solutions, new directions, and long-term agreements are born.
When it comes to new partners, our goal isn’t just to “show up,” but to really hear what they need, how we can help, and what kind of collaboration would be effective for both sides. These dialogues are much more valuable than formal presentations.
We see the event as a platform for honest, respectful conversation. Brand awareness is simply the result of doing things right. That’s why every meeting at these events is not just an opportunity to show the brand—but a chance to strengthen trust and lay the foundation for future victories—together with our partners.
Company: Lucky Media
Interviewee: Denis Petuhov
Date: 18.06.2025
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