Interview with Irina Makarova

Irina, let's begin by hearing about your professional path. How did you find yourself involved in the iGaming industry?

Absolutely! It has been an exciting journey. I began my career over a decade ago in a completely different field—IT, as a content developer. Gradually, I explored various aspects of marketing, from running PPC campaigns to executing Account-Based Marketing (ABM) strategies.

Then, about three years ago, I was presented with the opportunity to step into the iGaming industry with a smaller affiliate brand. Since that pivotal point, I've been fully dedicated to embracing this field, enthralled by its vast opportunities.

Currently occupying the role of CMO at PIN-UP Partners, I'm fortunate to lead an incredibly talented team and play a part in steering one of the most thrilling affiliate programs within the industry.

Returning from our recent participation in the ICE and iGB Affiliate gatherings held in Barcelona, I'd love to know your insights on these first-time events in the city. Additionally, how was the presence of PIN-UP Partners felt during these occasions?

As anticipated, both iGB Affiliate Barcelona and ICE delivered on their promise of being premier events for the iGaming industry. The vibrancy, networking opportunities, and sheer magnitude of the events were truly awe-inspiring.

For those of us at PIN-UP Partners, our objective was to leave a lasting impression. Our visually striking booth wasn't simply a showcase but also served as a platform for genuine interactions, content production, and countless memorable moments shared with partners. It was an incredible avenue to connect and expand our network.

In the year 2024, your team showcased an impressive presence at 14 different events with a strong contingent of over 430 delegates. Could you elaborate on how PIN-UP Partners utilizes these industry events to fortify relationships with affiliates and expand your program?

At PIN-UP Partners, fostering connections—both personal and emotional—is paramount. We utilize iGaming events to engage with our affiliates face-to-face, value their insights, and exchange ideas. These occasions are equally brilliant for welcoming new partners curious about the benefits of participating in affiliate programs. They provide the ideal setting to introduce them to PIN-UP Partners, highlighting our unique qualities and showcasing how we can facilitate their success.

While attending iGB Affiliate in Barcelona, I observed that your exhibition booth resembled more of a content creation hub, where continuous video content was developed with your team. It's commendable how you're adapting to current trends and integrating them into your content marketing strategy to promote your affiliate program. Could you provide an overview of the types of content that effectively promote your affiliate initiatives?

Did you really notice? We firmly believe content must transcend simple information—it should inspire, connect, and encourage genuine interaction. It stands as one of our most powerful methods for building relationships with affiliates and projecting what PIN-UP Partners represents.

Short-form video content constitutes a significant element of our strategy. Platforms such as Instagram are ideal for quickly capturing attention, so we invest in creating crisp, visually stimulating videos that spotlight the vibrant and spirited aspects of our brand. Whether showcasing behind-the-scenes moments, event highlights, or partner acknowledgments, these videos maintain audience engagement and excitement.

Simultaneously, we depend on long-form content for in-depth storytelling. On YouTube, educational videos, case studies, and industry insights are shared, offering real value to our affiliates.

This blend enables us to both inspire and inform, delivering actionable guidance that empowers our partners to evolve and achieve success alongside us.

I regularly follow your updates on social media and have noticed the strategic adjustments in your communication across different platforms. For instance, on LinkedIn, you seem to focus more on educational content that informs your audience about industry trends. Meanwhile, Instagram features engaging video content. What's your approach to crafting and distributing content effectively across your marketing channels to enhance your affiliate program?

Our approach centers on understanding our audience across each platform and providing them with precisely what they seek.

Across LinkedIn and Instagram, we disseminate updates on conferences we've participated in, offer behind-the-scenes glimpses, and share news about our affiliate program. Additionally, we intersperse expert content to provide our partners and followers with valuable insights. The primary difference lies in our approach—LinkedIn calls for a more formal and professional tone to match the audience, while Instagram allows for a more casual and relaxed style, fostering a friendly and approachable vibe.

Consistency is at the heart of our strategy. Regardless of where people encounter our brand, they should recognize the vibrant energy and core values of PIN-UP Partners. Constantly evaluating what works—guided by our metrics—ensures we keep enhancing our approach and maintain effective connections with the right people in the right manner.

Your bespoke merchandise has really set a trend. You even organized a fashion showcase, and there are currently two exclusive editions of your merchandise. How do these items fit into your overarching marketing strategy?

Interestingly, our merchandise journey began quite simply—a fun item to share at gatherings! However, the unexpected demand propelled it into a significant focus for our design team. The enthusiasm and excitement surrounding it have been astounding, prompting us to treat it with the seriousness it deserves.

For us, merchandise represents more than a freebie handed out at events. It's about forging a genuine emotional bond with our affiliates and audience. By ensuring our merchandise is stylish and of high quality, we create items people are eager to wear. The excitement around our 'Get Rich or Burn Trying' collection, for example, was a pivotal moment for us.

Indeed, we orchestrated a fashion show in Malta, which became an unforgettable highlight. Part of our Imperium Rave party, the event was a full-fledged spectacle—featuring lighting, music, and the complete runway experience. Bringing the merchandise to life on a catwalk elevated the concept to new heights.

Moreover, merchandise acts as a community-building element. When individuals don our merchandise, it fosters a sense of belonging. It reminds them they are part of a bigger entity, and this association is invaluable for nurturing enduring relationships.

The 'Limitless 8' campaign was an exceptional and innovative approach to engaging affiliates. It featured an element of gamification, which was brilliantly executed, and it was recognized as the largest affiliate marketing event in 2024. How do you come up with such audacious ideas and ensure they fulfill your objectives?

Being part of the 'Limitless 8' campaign was exhilarating and one of the most celebrated in the sphere of affiliate marketing! The campaign's concept arose rather spontaneously during our celebration of our 8th anniversary. In August 2024, celebrating eight prosperous years in the market, our CEO, Alex Riddick, prompted the Head of PR and Content with, 'Okay, we're eight years in—let's do something extraordinary to mark this occasion.'

The following day, we coordinated a brainstorming session with the marketing team, bouncing around ideas that mirrored the magnitude of our milestone. Through a process of lively conceptual exploration, 'Limitless 8' evolved into a three-phase promotion boasting awe-inspiring prizes, including a Ferrari Roma for the ultimate phase.

Yet, it wasn't centered solely on the prizes (as impressive as they were!). The campaign's objectives were clearly delineated:
First, we aimed to elevate brand awareness—ensuring everyone in the industry knew about us and our mission.
Second, there was a focus on engaging affiliates, both current and potential. It was a chance to invigorate our existing partners and entice new talent to our affiliate ecosystem.
Lastly, we sought to achieve strategic outcomes—from increased social media interaction to acquiring new partners, each facet of the campaign was tailored to align with our comprehensive business goals.

The unique charm of Limitless 8 lies in its perfect blend of creativity and strategic planning. We spiced things up with a gamification feature, which really brought an extra layer of excitement. To keep our affiliates constantly intrigued and engaged, even the smallest rewards were carefully selected. Looking back, the overwhelmingly positive feedback from our affiliates made all our efforts truly rewarding.

You distributed more than 10 tons of merchandise just last year. What metrics or indicators do you use to gauge its success as a marketing tool for your affiliate program?

Isn't it astounding how popular our merchandise has become? It never fails to amaze me! When evaluating our success, we don't just stick to the numbers; we dig into the narratives they represent. On the quantitative side, we keep a keen eye on metrics like mentions on social media – observing how frequently our merchandise is shared or tagged in user posts from events. We also gauge enthusiasm at events: Do people react with excitement? Are they eager to start wearing what we offer right away? Additionally, an incredible thrill comes from spotting our merchandise in real-world scenarios, like seeing someone sport one of our hoodies at a conference or using one of our branded accessories in their everyday activities.

Still, it's not solely about the metrics; the real treasure is the feedback we receive. When affiliates express admiration for the designs, or someone is keen to snag a hoodie from our 'Get Rich or Burn Trying' collection, it serves as affirmation of our success. It's more than just handing out free items; it's about forging relationships and ensuring PIN-UP Partners stay fresh in people's minds. These tiny interactions and personal stories transform merchandise from a mere marketing tactic into a cherished part of the broader experience.

Do you primarily view merchandise as a tool for heightening brand awareness, or does it also contribute to tangible outcomes, like the acquisition of new partners?

Faruk, you'd be right in saying it's a mix of both! Our merchandise acts like an introduction – it's our way of making a memorable first impression. When people encounter our brand's items, they're not just seeing a logo; they're engaging with the narrative behind what we represent. It's a crucial tool for building brand awareness and ensuring we're the name that sticks in people's memories.

Moreover, it serves as a springboard for conversations. Often, a comment like, 'That hoodie is awesome,' begins a dialog that can lead to discussions about partnerships. While our merchandise might start as a means of boosting brand recognition, it often evolves into an essential driver for tangible outcomes.

It's an instrument that operates on various levels, encompassing branding, network-building, and establishing long-lasting relationships.

Before we switch topics, I have a final query regarding the marketing of your affiliate program. What key targets and priorities does PIN-UP Partners have set for 2025?

What a thought-provoking question! In 2025, our marketing approach is concentrated on three pivotal areas to create a significant impact. Initially, we're amplifying our focus on expert content. This entails launching educational video content for affiliate managers, providing in-depth case studies with gaming providers, and sharing actionable insights that affiliates can utilize for their success. Our aim is to offer partners tools of real value, no matter their stage in the journey.

Following that, we're intensifying our brand identity through local gatherings – akin to last year's series of Legend Meet-Ups which focused on specific traffic channels like ASO and SEO. iGaming events and exclusive items that display our distinctive flair and foster meaningful connections with our partners are part of this strategy.

Lastly, we're thrilled to strengthen our partnerships. Initiatives like launching an Affiliate Store, where partners can access exclusive items and events, help build and consolidate these relationships. It's all about forging connections that last, and 2025 is shaping up to be a thrilling year!

Currently, while we revolve around the marketing facets of PIN-UP’s affiliate program, securing affiliates requires impressive conversion rates. How does PIN-UP consistently manage to achieve these rates?

PIN-UP Partners excels in optimizing conversion rates – boasting the industry's leading Reg2Dep ratio of 1:3 – through a blend of expert knowledge, innovation, and a partner-centered mindset. Firstly, we provide premium, localized content via landing pages designed to resonate with specific geographical areas, boosting the odds of conversion.

Additionally, we supply our affiliates with a broad spectrum of promotional tools – including banners, videos, and exclusive offers – designed to fit various platforms and audience segments. If a partner requires a custom promotional effort, we're ready to assist with that too.

Finally, and I want to emphasize this, the power of analytics cannot be overstated. Our advanced tracking and analytics enable affiliates to monitor and fine-tune their campaigns with precision. Supported by a dedicated team of professional affiliate managers, partners receive individualized guidance and strategies aimed at maximizing their outcomes.

Your team exudes remarkable energy and dynamism, filled with many young and talented professionals. I'm curious about your process for recruiting new members for the marketing team. What essential skills, experiences, or personality traits do you prioritize?

Thanks so much for noticing, Faruk! We're incredibly proud of our team. When recruiting, we don't just look for technical skills; we seek individuals who are passionate and enthusiastic about growth.

While experience in digital marketing, campaign management, or content creation is essential, they only scratch the surface. We hold creativity, problem-solving abilities, and adaptability in a fast-paced environment like ours in high regard.

Personal attributes are equally critical. Resilience, curiosity, and teamwork are must-haves. Throughout the hiring process, we incorporate practical tasks to assess how candidates think on their feet and collaborate. We prioritize fostering an environment where team members feel encouraged to share ideas and explore new horizons.

At your booth, I had the chance to meet members of your talent acquisition team, who mentioned conducting interviews right at the event. That's quite a novel approach! Can you share how you leverage iGaming events to scout and recruit new talent for the PIN-UP Partners team?

Absolutely! iGaming events present unique opportunities to find potential talents. Our Talent Acquisition team actively identifies individuals at events who might fit well with PIN-UP Partners. Once they've engaged and determined that someone aligns with our values, they send them my way for further talks – sometimes conducting interviews right at the event!

It's a dynamic process. While recruiters forge connections and evaluate cultural fit, I handle the technical assessments. This seamless combination of recruiting expertise and my evaluations ensures the best hiring outcomes.

What I truly appreciate about our approach is its welcoming and efficient nature. Our booth isn't just designed to impress but to foster genuine dialogue. By the conclusion of an event, we've often connected with incredible talent ready to join, giving candidates a robust understanding of who we are and how we operate. It's mutually beneficial!

As we embark on a new year, what advice would you give to iGaming affiliates to maximize their potential and make 2025 an outstanding year? Furthermore, how can they reach out to you to learn more about your affiliate program?

Indeed, Faruk, it's a timely topic as we dive into the new year! Affiliates should seize 2025 as a year for inventive strategy. It's crucial to diversify traffic sources – relying on a single channel might end disastrously. Investigate emerging regions, such as Ecuador, test new platforms, and leverage performance data to optimize.

Additionally, tailor your content; personalization is key. Craft messages using data insights that resonate with your audience. Stay ahead of industry regulatory developments – it's a swiftly changing field where proactive efforts provide a competitive advantage.

Connecting with us is straightforward! Affiliates can explore our website, engage with us on social media, or contact our affiliate managers during conferences. We're always eager to form new partnerships and collaborate to unlock our affiliates' utmost potential.