Interview with Dylan Bushnell – Affiliate Manager at Playa Bets

AffPapa recently spoke to Dylan Bushnell, Affiliate Manager at Playa Bets. He shared his journey into iGaming, the challenges of standing out in South Africa’s market, and how they approach hiring new affiliates.

Yeva: Dylan, let’s start with your own journey. What brought you to affiliate marketing, and eventually to Playa Bets?

I began my journey with Playa Bets in 2024 as a Social Media Specialist. At the time, I was new to the iGaming industry but quickly immersed myself in the space and learned a great deal. From the outset, I wanted to take a fresh approach to how South African operators were using social media. Rather than sticking to traditional methods, I began working with influencers who specifically catered to gambling audiences, and we saw great traction. Managing those influencer relationships gave me an early glimpse into the affiliate world, from onboarding to performance tracking, and I found that I had a strong interest in building and maintaining those partnerships. This naturally led to me stepping into the role of Affiliate Manager in May 2025.

Yeva: Affiliate marketing is constantly transforming. What would you say are the biggest challenges you face in the current market?

I think one of the biggest challenges in the current market is the ability to be different and stand-out from other operators in this highly saturated market. With so many brands competing for visibility, especially in the South African iGaming space, it’s become more difficult to secure high-quality traffic from affiliates who are already being approached by multiple operators.

Yeva: It’s a competitive industry. What sets Playa Bets’ affiliate program apart from other operators in the South African market?

What truly sets Playa Bets apart is the level of communication and collaboration we maintain with our affiliates.We also regularly run affiliate-specific promotions and competitions to help partners not only drive traffic but retain and re-engage their player base. Whether it’s tailored incentives, exclusive bonuses, or content support, we’re always looking for ways to add value and grow alongside our affiliates.

Yeva: How do you approach hiring new affiliates? Are there any certain traits or criteria you pay attention to?

I focus on affiliates who can deliver quality, long-term traffic rather than just quick conversions. We look for partners who understand their audience and align with our brand, especially those who drive engaged, local traffic. It’s also important that they’re easy to communicate with and committed to building a long-term relationship. We want partners who grow with us, not just those chasing short-term wins.

Yeva: With South Africa’s diverse player base and multiple languages, how important do you think is content localization?

Content localization is essential. It’s less about changing the language and more about understanding the culture, preferences, and behaviours of different player groups. When content resonates with your audience, through the right references, themes, and tone, it builds stronger connections and drives better engagement. In a market as diverse as South Africa, relevance is everything.

Yeva: Playa Bets has a strong local presence. What role do affiliates play in brand-building? Are there any standout success stories you’d like to share?

Influencers have played a massive role in our affiliate strategy and overall brand growth. By acting as affiliates, they’ve helped us bridge the gap between the brand and the audience in a more authentic and relatable way. Instead of hard-selling, they create content that feels native to their platforms and that’s where we’ve seen real success. The trust they’ve built with their followers has directly translated into increased player acquisition and long-term brand loyalty. We’ve had creators who started with small followings grow into major voices in the betting space, taking Playa Bets with them every step of the way.

Company: Playa Bets
Interviewee: Dylan Bushnell
Date: 21.08.2025