With over a decade in marketing—starting in IT and evolving through PPC, ABM, and beyond — Irina Makarova has built a career driven by innovation and strategy. Three years ago, she made the leap into iGaming, and today, as CMO of PIN-UP Partners, she leads one of the industry’s most dynamic affiliate programs.
In this interview, Irina shares insights on the biggest affiliate marketing trends in 2025, the power of long-term partnerships, what makes PIN-UP Partners a standout in the iGaming industry, and much more.
1. The iGB Barcelona 2025 event recently took place. How was it for the PIN-UP Partners team? What key takeaways did you have?
Oh yeah, iGB Barcelona was an absolutely amazing experience! It’s always a major event on the calendar, but this year, it felt bigger and better than ever. The energy was insane, the networking opportunities were top-notch, and the sheer scale of everything was next level.
For us at PIN-UP Partners, it was a huge milestone because, for the first time, we had enough space to design our booth exactly how we envisioned it. Not every event gives you that kind of creative freedom, but in Barcelona, we went all in—fully immersive, bold, and completely on-brand. And the feedback? Phenomenal. People really felt the PIN-UP Partners vibe.
As for takeaways, one thing that stood out loud and clear—face-to-face networking is still king in this industry. Sure, we’re all about digital, but when it comes to building trust and locking in long-term partnerships, nothing beats that in-person handshake.
2. PIN-UP Partners is a well-known name in the industry. What makes your affiliate program unique compared to competitors?
Yes, PIN-UP Partners has built a solid reputation in the industry, and it’s not just by chance. What sets us apart? It all comes down to five things that make our affiliate program one of the best in the game.
First, transparency—because let’s be honest, that’s what every affiliate values most. No hidden terms and fees, no vague conditions—just clear info. We believe that trust is the foundation of long-term success, so we keep everything straightforward. Second, competitive payouts. Affiliates working with us can earn CPA up to $200 and RevShare up to 50%, giving them the flexibility to choose the model that works best for their traffic.
Third, detailed analytics. We provide in-depth statistics so affiliates can track, analyze, and optimize their campaigns with precision. Understanding performance is key to scaling, and we give partners the tools to make data-driven decisions. Fourth, dedicated support. Every affiliate gets a personal manager—not just someone answering emails, but an experienced expert who helps fine-tune strategies, maximize earnings, and find the right approach for specific traffic sources.
And finally, the best Reg2Dep conversion rate in the industry. With a 1:3 Reg2Dep ratio, affiliates aren’t just driving traffic—they’re driving real, profitable conversions.
Put it all together, and that’s what makes PIN-UP Partners unique—a program designed for growth, transparency, and long-term success. Plus, killer marketing comes with the package.
3. How do you see the current trends in affiliate marketing, and what strategies do you consider the most effective in 2025?
Right now, AI is completely reshaping affiliate marketing, especially when it comes to ads and content quality. The number of AI-powered tools out there is growing fast, and they’re changing the way we create, test, and optimize campaigns. But let’s be real—AI isn’t here to replace human creativity. It’s a tool, not a magic button. The real winners will be the ones who know how to mix AI with strategic, human-driven insights. When used right, AI can supercharge content—speeding up copywriting, fine-tuning video editing, developing bold creatives, and instantly turning ideas into visuals.
Another moment is hyper-personalization. It’s no longer just about targeting the right audience—it’s about anticipating their needs before they even realize them. And this goes beyond iGaming products. Affiliates and advertisers who tailor their offers with laser precision—delivering the right message, at the right time, through the right channels—are the ones cutting through the noise. Audiences today are harder to impress than ever, so generic approaches just don’t cut it anymore.
And let’s not forget trust and value. People want guarantees, transparency, and brands that actually understand their priorities. Expertise matters, sure, but the real key is emotional connection. What does your audience truly care about? What’s non-negotiable for them? The brands that master this level of personalization and trust-building? They won’t just survive in 2025—they’ll dominate.
4. How do you build long-term relationships with partners, and what kind of support do you provide to ensure their success?
For us, partnerships are always about people. Long-term success doesn’t come from quick wins; it’s built on trust, transparency, and real collaboration. That’s why we take a partner-first approach with every affiliate, making sure they have the right tools and support to scale.
Every partner gets a dedicated manager—a real strategist who helps improve campaigns, boost conversion rates, and maximize earnings. Whether it’s optimizing traffic sources, testing new GEOs, or adjusting payout models, our team is always there to help partners stay ahead of the game.
But we don’t stop at direct support. We invest in affiliate success with real-time analytics, exclusive promos, and expert content—all designed to help partners convert better and earn more. At PIN-UP Partners, we don’t just offer an affiliate program; we create a long-term, results-driven ecosystem where our partners can grow and thrive.
5. Can you share insights into the most successful campaigns or partnerships you’ve had recently?
Yes, for sure! Without any doubt, you’ve heard about Limitless 8. It’s one of the biggest promotions in affiliate marketing. This campaign has been a major driver of engagement, offering affiliates an exciting incentive structure with incredible prizes. 3 stages. Over 100 winners. And the grand prize - the supercar Ferrari Roma.
But it was not just about that one jaw-dropping supercar. We designed Limitless 8 so every affiliate, regardless of their traffic volume or experience, can win something. That means multiple touchpoints and rewards at every level. We wanted to create a campaign that keeps everyone in the running, driving engagement and building excitement throughout.
So instead of a single winner-takes-all approach, we’re giving affiliates a reason to stay motivated and push for more conversions. That’s really been the key to Limitless 8’s success—it’s inclusive, it’s thrilling, and it’s proven to be a massive driver of affiliate engagement and growth.
And one thing to add: on February 26th at our RED VELVET party during AW Dubai, we’ll be awarding 50 winners, including the absolute champion who will receive the keys to the Ferrari. It’s going to be an unforgettable moment, and we can’t wait to celebrate the success of our affiliates in true PIN-UP Partners style!
6. PIN-UP Partners operates in different markets. Which regions are your priority in 2025 and why?
Yes, PIN-UP Partners accepts traffic from over 10 different GEOs, covering the CIS, LatAm, North America, and Asia—with flexible terms that cater to each region’s unique needs.
As for priorities, Latin America is our big focus for 2025. Markets like Chile, Peru, and Mexico have been fantastic for affiliates, offering solid conversions and strong player engagement.
But if there’s one GEO that’s making waves right now, it’s Ecuador—it’s our newest GEO. So far, that market is absolutely on fire: low competition, cheap traffic, growing interest to gambling and betting, and seriously impressive results. Just to give you a snapshot:
ASO traffic hits up to 86% conversion for new registrations
FB+iOS apps see around 68%
Branded SEO leads the pack in deposit conversions at 24%
That’s huge potential for affiliates, especially for those who are dealing with these traffic sources. But I have to be honest—I don’t think this low-competition window will stay open forever. We’re already seeing a surge of new affiliates jumping in, so if you want to capitalize on that gold rush, now’s the time to move and get in touch with our affiliate manager.
7. What role do technology and innovation play in your affiliate program?
Technology and innovation are at the heart of everything we do at PIN-UP Partners. We’re not just jumping on every new trend—we’re focusing on tools and features that actually help affiliates boost conversions and grow their earnings. Right now, our partners get access to a robust stats system that covers everything from general performance metrics to cohort analysis, player stats, promo stats, and referral stats. That level of detail means affiliates can really dig into the data and optimize every aspect of their traffic.
Our ultimate goal is pretty simple: give affiliates the best tech arsenal to monetize their traffic effectively. The industry’s always evolving, and we want to make sure our partners have every possible advantage to stay ahead of the curve. After all, when our affiliates win, so do we.
8. What advice would you give to new affiliates looking to start working with PIN-UP Partners?
Honestly, the best advice is to tap into everything we, at PIN-UP Partners, bring to the table. We’re talking high-converting promo materials, a robust stats system, and most importantly, the expertise of our affiliate managers—they’re like your personal coaches, ready to help you fine-tune campaigns, test new angles, and boost conversions.
And don’t be afraid to experiment. Sometimes your audience will surprise you—so try different offers, tweak your creatives, and analyze what sticks. The affiliates who really push boundaries and keep testing new approaches are the ones who see the biggest wins long-term.
Also, know your audience inside and out. Tailor your messaging to their needs, whether they’re casual players or high rollers. That’s how you’ll stand out in a crowded market.
At the end of the day, working with PIN-UP Partners should feel like a true partnership—we succeed when you succeed. So lean on us, keep learning, and don’t be shy about trying new things. That’s how you’ll turn those conversions into real, lasting profits.
9. How important are networking and participation in industry events like iGB Barcelona for your team?
They’re absolutely essential. Events like iGB Barcelona and others let us connect with affiliates on personal and emotional levels, exchange fresh ideas, and stay ahead of industry trends. Sure, digital communication keeps the conversation going day to day, but nothing beats face-to-face for building genuine trust and sparking new collaborations. It’s where you get those lightbulb moments, and the bonds formed there tend to lead to long-term partnerships.
Honestly, it’s not just about handing out business cards; it’s about meeting people in real life, hearing their stories, and figuring out exactly how we can help each other thrive. That kind of connection is priceless in this industry.
And personally, I really love these events because they’re where the most exciting things happen. If you didn’t get a chance to meet me at iGB Barcelona, feel free to connect on LinkedIn — I’m always happy to discuss trends, strategies, and potential partnerships.
10. What future do you see for PIN-UP Partners in the coming years? Are there any major goals or developments to look forward to?
I see a really bright future for PIN-UP Partners. We’re not just trying to keep pace with the industry—we’re aiming to define where it’s headed. Over the next few years, we want to solidify our status as one of the top affiliate programs in iGaming by expanding into new markets, refining our offers, and consistently innovating.
One of our biggest priorities is expanding in high-growth GEOs, especially in Latin America. We’ve already had some major successes in regions like Ecuador (as I told above), and we’re ready to push even further. At the same time, we’re heavily investing in AI-powered predictive analytics and automation tools. The idea is to help our affiliates boost their performance and increase earnings, without adding extra steps to their workflows.
Another big focus is community-building. For us, PIN-UP Partners isn’t just an affiliate program—it’s an ecosystem where affiliates feel supported, valued, and geared for success. We’ve got plans for more exclusive networking events, meetups, new merch collections, and strategic partnerships to create deeper collaboration opportunities.
11. Finally, how can potential partners get in touch with you and start working with PIN-UP Partners?
Getting started with PIN-UP Partners is as easy as it gets. Just head over to our official website or hit us up on LinkedIn or Instagram — we’re active on all those channels. If you’re looking for a quick direct line, feel free to text one of our managers.
If you prefer a more personal touch, you can always catch us at major industry events like iGB, SiGMA, or any of the other conferences we attend. Just swing by our booth or grab one of our managers for a quick chat—we’re always thrilled to connect with new affiliates who are serious about scaling up.