Raketech Group Holding has announced that Chief Financial Officer Måns Svalborn has decided to depart from his role to pursue another opportunity.Raketech has already...
Interview with Mariia Shmelova – CEO at Aff.Tech
In an interview with AffPapa, Mariia Shmelova, CEO of Aff.Tech, an affiliate management platform powered by GR8 Tech, spoke on the company’s establishment in the iGaming market and explained how Aff.Tech’s operations work.
Yeva: Mariia, Aff.Tech was first built to handle GR8 Tech’s own affiliate operations, yet it’s now evolved into a platform used by others in the industry. What pushed the expansion, and what kind of problems were you seeing out there that made you say, “We can do this better”?
We initially created Aff.Tech to solve our own challenges. With discrepancies in the data, delays in postbacks, and issues with commission calculation, we started to lose trust for affiliates. So we built a tool that could handle huge volumes, scale faster, and onboard affiliates in real time. Once we solved these issues, we decided that we could share it with others.
Yeva: Real-time visibility can be a game-changer. From your perspective, how does having live insights change the way affiliate teams actually work day-to-day?
When you have immediate visibility, it helps both affiliates and operators to scale faster and react instantly to any changes, such as scaling or stopping campaigns, without delays or wasted budgets. It’s game-changing and an absolute must-have today.
Yeva: Budgets can move fast. How does Aff.Tech help operators react quickly and keep costs under control without sacrificing performance?
As I have already mentioned, it’s about seeing in real time what is working in your campaign and what isn’t, and knowing where to scale and where to stop. It also enables quick onboarding, as you don’t have to wait months or even hours for integration; it can be done immediately. You see results instantly, build trust faster, and control budgets efficiently. For example, you can stop low-quality traffic and scale high-quality sources. Affiliates can also react quickly if there’s an issue with the product. It’s a win-win because both sides can easily manage their budgets.
Yeva: You’ve built a lot of flexibility when it comes to commissions. How do you customize payout models while brands motivate affiliates and keep incentives aligned with bigger business goals?
In our system, brands can create a single deal or offer that covers multiple GEOs and currencies, while customizing payouts for different scenarios and traffic qualities. This flexibility allows incentives to be tailored not only for the first deposit but also through progressive scales, keeping affiliates motivated while aligning with broader business goals.
Yeva: Could you break down how the Aff.Tech smart link system improves the quality of the traffic, making campaigns more effective?
With our smart link, you can provide affiliates with a single link that covers all your brands and GEOs, distributing traffic through just one redirect based on user behavior or device. This reduces unnecessary redirects and can save 5–10% of traffic that would otherwise be lost. It saves time for affiliate managers, and later, using this one link, you can break down statistics, analyze what performs best, and drive only targeted traffic to your website.
Yeva: In the process of handling large-scale programs with thousands of players, the first thing that can easily take a hit is performance. How does Aff.Tech ease the operational loads and help teams stay efficient?
From scratch, we built the system for scale. Our goal was to handle heavy loads and support large teams. With role-based permissions, we can manage data access effectively and process huge volumes of clicks, impressions, and conversions. We can even analyze each spin and provide full transparency to affiliates.
Yeva: Running campaigns across multiple regions can create operational headaches. What are some of the everyday pain points that you face?
For each region, we have our separate ways of working. In LATAM, it’s mostly influencer traffic, in another case, it’s streamers, but in our system, we can cover it with one setup and deal with each of them separately. Everything is about saving your time and keeping these headaches away from the clients.
Yeva: The affiliate tech space keeps getting more crowded. Where do you think the market is headed, and what separates Aff.Tech from the rest?
It’s not only about real-time insights and flexibility. We also build trusted relationships with our clients through 24/7 support, helping them at every step, including finding the right approach for each region.
Yeva: And to conclude our interview, if you had to summarize the core philosophy of Aff.Tech in one sentence, what would it be?
It’s all about transparency, flexibility, and scalable growth, creating a platform designed for champions to grow together.
Company: Aff.Tech
Interviewee: Mariia Shmelova
Date: 08.12.2025
Boyd Gaming Corporation recorded strong performance during Q4 with $1.1 billion in revenue; however, stocks dropped by 0.92% in after-hours trading.Boyd Gaming achieved...
