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Interview with Lena Lapina – Affiliate Team Lead at Immerion Partners
AffPapa interviewed Lena Lapina, Affiliate Team Lead at iWild Partners under Immerion Partners, who spoke on the brand’s affiliate strategies, commission models, and more.
Yeva: As the Affiliate Team Lead, you play a big role in partnership management. Can you tell us about your nature of work and what’s your team’s main focus?
As the Affiliate Team Lead, I focus on guiding and supporting my team so they can effectively manage and optimize existing affiliate partnerships. We oversee campaign performance, ensure smooth communication with partners, and collaborate with other teams to align strategies.
Our main focus is cultivating sustainable, mutually beneficial relationships that drive consistent growth and positive outcomes for both our partners and our company.
Yeva: iWild Partners has commission models ranging from RevShare to Hybrid options. Could you tell us which ones seem to be the most popular among your affiliates?
From our experience, RevShare is often the most popular model for many of our Top-Affiliates, as it provides fixed, long-term income, especially if they are focused on customer retention. However, as of late, we’ve also seen a growing interest in hybrid options, as they combine CPA part of payment and Revshare income. Ultimately, the choice depends on each affiliate’s goals and the nature of their audience.
Yeva: With flexible payout methods of both crypto and fiat payment available, which option is more preferred by your global partner base across Europe, the United States, Canada, and Japan?
Our partners are not restricted in their choice of payout methods and there is no particular most popular one at the moment, be it fiat or crypto payment. It all depends on the preferences, legal and financial rules of their campaigns.
Crypto-payments are always received instantly to partners’ accounts, so we have noticed that they are now becoming more popular over time
Yeva: iWild Partners offers fully tracked performance with advanced analytics. What tools do you use for optimizing affiliate campaigns and performance monitoring?
In iWild Partners, we prioritise data-driven decision-making using advanced tools such as Humbl.
This tool provides us with in-depth market insights, competitor analysis and creative performance measurement, allowing us to track industry trends and accurately optimise campaigns. Combined with Affilka’s robust tracking and management capabilities, we provide seamless performance monitoring and deliver transparent, high-impact results for our partners.
Yeva: With more than 250 streamers and 6000+ live streams going live yearly, streaming seems to be one of your main focuses. Why do you think streamers are such a relevant and major part of the whole affiliate strategy?
Streamers play a pivotal role in affiliate strategies due to their ability to create authentic, engaging, and highly relatable content. With over 250 streamers and 6000+ live streams annually, we understand the unique connection streamers build with their audiences.
Unlike traditional advertising, streamers foster trust and loyalty through real-time interaction, making their recommendations more impactful. They also cater to niche communities, enabling precise targeting and high conversion rates.
By integrating streamers into our affiliate strategy, we tap into their influence to drive engagement, expand reach, and deliver measurable results for our partners.
Yeva: You also have bonus programs to boost marketing campaigns and increase conversion rates. Can we get an example of these in-house retention strategies?
In addition to our regular bonuses, such as 20% cashback on losses, Fortune Reactor, and weekly Friday emails with deposit bonuses, we also run themed marketing campaigns every month. For instance, some of our recent major campaigns included the Christmas Advent and Halloween Fest. We experiment with various mechanics, such as raffles, deposit marathons, or advent calendars where we announce the bonus schedule in advance. Our users usually respond very positively to these themed festivals, so we strive to make them more engaging and generous each time.
Yeva: As iWild Partners keeps expanding, are there exclusive features or projects that you will bring out in the near future?
We are committed to delivering innovative solutions and personalized support to our partners. One of our key initiatives is to improve our own platform, designed to optimize Conversion Rate. We also focus on flexibility and partner loyalty, we aim to make commission payouts 2x per month. In addition, we are improving our bonus systems to increase player engagement and integrating new deposit and withdrawal methods.
To further empower our partners, we offer a tailored approach to campaign management, including the ability to create custom landing pages that meet specific requests and drive exceptional results.
Yeva: For those thinking about joining Immerion’s affiliate program, what do you think is the number one tip that will guarantee from the start?
The advice for success is simple – take advantage of our personalised support and resources right from the start. We believe in a personalised approach, so feel free to work closely with our team of professional Affiliate Managers to fine-tune your campaigns.
Take advantage of the tools we provide, such as detailed analytics, flexible bonus systems / creating unique bonuses and landing pages, to align your strategy with your audience’s preferences. Understanding your target market and consistently optimising your campaigns based on performance data will lay the foundation for long-term success.
Company: Immerion Partners
Interviewee: Lena Lapina
Date: 20.01.2025
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