Interview with Irina Makarova

Irina, let’s start with your story, can you share your journey into the iGaming industry?

Sure! It’s been quite a ride. My career started over a decade ago in a totally different space—IT, as a content producer. Over time, I tried my hand at all areas of marketing, from PPC campaigns to ABM strategies.

Then, about three years ago, I got the chance to dive into iGaming with a smaller affiliate brand. Since then, I’ve been fully committed to this field and its incredible opportunities.

Now, as the CMO of PIN-UP Partners, I have the privilege of leading talented teams and contributing to one of the most exciting affiliate programs in the industry.

Since we are just back from ICE and iGB Affiliate events in Barcelona last week. First of all, would you tell us about your impressions of the first ICE and iGB events in Barcelona, and also the PIN-UP Partners representation over there?

As expected, iGB Affiliate Barcelona and ICE lived up to their reputation as top-tier events for the iGaming industry. The energy, networking opportunities, and sheer scale of the events were truly impressive.

For us at PIN-UP Partners, it was about making an impact. We had an eye-catching booth where we not only showcased what we offer but also created a space for real conversations, content creation, and plenty of fun moments with our partners. It was a fantastic way to connect and grow our network.

In 2024, you exhibited at 14 events with a massive crew of over 430 delegates. How does PIN-UP Partners use iGaming events to strengthen affiliate relationships and grow the program?

For PIN-UP Partners, it’s all about connection. Connection on a personal and an emotional level. We use iGaming events to meet our affiliates face-to-face, hear their feedback, and share ideas. These events are also fantastic for meeting new partners who are exploring what affiliate programs can offer. It’s the perfect chance to introduce them to PIN-UP Partners, explain what makes us unique, and demonstrate how we can help them succeed.

At iGB Affiliate in Barcelona, I noticed your booth felt more like a content studio - you were constantly creating engaging video content with your team. I’m really impressed with how you’re following trends and adapting your content marketing strategy to promote your affiliate program. Can you please walk us through the content types that work the best for promoting your affiliate program?

You noticed that, huh? We believe content should go beyond simply informing—it should inspire, connect, and spark genuine engagement. It’s one of our most powerful tools for building relationships with affiliates and showcasing what PIN-UP Partners truly stands for.

Short-form video content is a big part of our strategy. Platforms like Instagram are perfect for grabbing attention quickly, so we focus on snappy, visually engaging videos that highlight the fun and dynamic side of our brand. Whether it’s behind-the-scenes moments, event highlights, or quick partner shoutouts, these videos keep our audience engaged and excited.

At the same time, we rely on long-form content for deeper storytelling. On YouTube, we share educational videos, case studies, and industry insights that give real value to our affiliates.

This combination allows us to inspire and inform, providing actionable takeaways that empower our partners to grow and succeed alongside us.

I follow your content on social media and it’s clear there’s a fine-tuning in how you communicate on different social media platforms. On LinkedIn, for example, you’ve started sharing more educational and informative content to keep your audience up-to-date with industry trends. On Instagram, you focus on engaging video content. What’s your strategy for creating and effectively distributing content to promote your affiliate program across your marketing channels?

Our strategy is all about knowing who we’re talking to on each platform and giving them exactly what they’re looking for.

On both LinkedIn and Instagram, we share updates about conferences we’ve attended, behind-the-scenes moments, and news about our affiliate program. We also mix in expert content to give our partners and followers valuable insights. The difference is in how we approach it. On LinkedIn, we keep things more formal and professional to match the audience, while on Instagram, we go for a relaxed, casual vibe that feels more personal and approachable.

At the core of it, we keep things consistent. No matter where people see us, they’ll recognize the energy and values of PIN-UP Partners. And we’re always looking at what works—metrics are our guide to keep improving and making sure we’re connecting with the right people in the right way.

Your merch has become iconic. You even had a fashion show for it and there are currently 2 limited editions for your merch. How does merchandise fit into your overall marketing strategy?

It’s funny—when we first started doing merch, the idea was pretty straightforward—something fun to share at events! But the demand quickly surpassed our expectations, and now merch has grown into a full-fledged direction for our design team. The buzz and enthusiasm around it have been incredible, and we knew we had to take it seriously.

For us, merch isn’t a freebie you hand out at events. It’s more about creating a real emotional connection with our affiliates and our audience. We put a lot of effort into making it stylish and high-quality, so people actually want to wear it. Remember the buzz around our “Get Rich or Burn Trying” collection? That was a big moment for us.

And yes, we held a fashion show in Malta, which was just an unforgettable experience. It was at our Imperium Rave party, and we really went all out—lighting, music, the whole runway experience. Showcasing the merch on an actual catwalk took the entire concept to the next level.

Another great thing about merch is the sense of community it builds. When people wear our merch, it creates a sense of community. It reminds them they’re part of something bigger, and that connection is invaluable for long-term relationships.

The Limitless 8 campaign was such an exciting and creative way to engage affiliates. The gamification aspect of it was especially brilliant and also it was the largest affiliate marketing promotion of 2024. How do you come up with bold ideas like this and make sure if they serve your goals?

Limitless 8 was an incredible promo to be a part of and one of the biggest campaigns in affiliate marketing! The idea actually came about quite spontaneously during our 8th anniversary celebration. In August 2024, we had the party, celebrating the fact that PIN-UP Partners had officially hit 8 years on the market. Our CEO, Alex Riddick, turned to the Head of PR and Content and said, “Alright, we’re 8 years in—let’s do something BIG to mark the occasion.”

By the next day, we gathered the marketing team for a brainstorming session, throwing around ideas that matched the scale of this milestone. After a lot of creative back-and-forth, the concept of Limitless 8 started to take shape. And that’s how we landed on the idea of a three-stage promo with jaw-dropping prizes, especially Ferrari Roma for the final stage.

But it wasn’t just about the prizes (though they were amazing!). The goals behind Limitless 8 were clear:
1) Boost brand awareness—we wanted everyone in the industry to know who we are and what we stand for.
2) Engage affiliates, both new and existing—this was a chance to re-energize our current partners and attract new talents to our affiliate program.
3) Drive strategic outcomes—from social media engagement to partner acquisition, every element of the promo was designed to align with our bigger picture.

What made Limitless 8 special was how we combined creativity and strategy. The gamification element added excitement, and even the smaller rewards were picked to keep affiliates motivated and engaged. And honestly, seeing the incredible response from our affiliates made it all worth it.

Just last year, you distributed over 10 tons of merch. How do you measure its success as a marketing tool for your affiliate program?

That’s a lot of merch, right? It still amazes me how much people love it! When it comes to measuring success, we look at both numbers and the stories behind them. On the data side, we track things like social media mentions—how often people are posting about our merch, tagging us, or sharing photos from events. We also pay attention to engagement at events: are people excited to get it? Are they wearing it right away? And, of course, we love spotting it “in the wild,” whether it’s someone rocking a hoodie at a conference or using our branded accessory in their day-to-day life.

But beyond the numbers, it’s the feedback that really matters. When affiliates tell us they love the designs, or when someone mentions “how can I get your hoodie from the Get Rich or Burn Trying collection”, that’s when we know we’ve nailed it. It’s not just about giving something away—it’s about creating a connection and keeping PIN-UP Partners at the top of people’s minds. Those little moments, those personal stories—they’re what turn merch into more than just a marketing tool. They make it part of the experience.

Do you view merchandise more as a brand-awareness tool, or does it also drive tangible results like partner acquisition?

Oh, Faruk, it’s definitely both! Our merch is like a handshake—it’s how we introduce ourselves and leave a lasting impression. When people see our branded items, it’s not just about the logo; it’s about the story behind the brand. It builds awareness and makes us memorable.

But here’s the interesting part—it also opens doors for conversations. Affiliates might start with, “Hey, that’s a cool hoodie,” and before you know it, we’re discussing partnerships. So, while merch might start as a brand-awareness tool, it often evolves into a driver for tangible results.

It’s one of those tools that work on multiple levels—branding, networking, and relationship-building.

Before we move to a different topic, my last question about the marketing of your affiliate program, I wonder - What are some of the key marketing goals and priorities for PIN-UP Partners in 2025?

That’s a great question! In 2025, our marketing strategy is all about focusing on three key areas to create real impact. First, we’re doubling down on expert content. This means rolling out educational videos for affiliate managers, detailed case studies with game providers, and practical insights that affiliates can actually use to grow their success. We want to give our partners tools that feel actionable and valuable, no matter where they are in their journey.

Second, we’re working on strengthening our brand identity through local meetups—like last year’s The Legend Meet-Up series that focused on specific traffic sources like ASO and SEO— iGaming events, and exclusive merch that not only showcase our unique style but also create meaningful experiences for our partners.

Lastly, we’re excited about fostering deeper partnerships. One way we’re doing this is with the launch of our Affiliate Store, where partners can access exclusive products and events as a way to reward and strengthen our collaboration. It’s all about building connections that go the distance. 2025 is going to be an exciting year!

Today we mostly focus on the marketing side of PIN-UP’s affiliate program but when attracting affiliates high conversion rates are essential. How does PIN-UP consistently achieve this?

PIN-UP Partners achieves high conversion rates (we have the highest Reg2Dep on the market, which is 1:3) through a combination of expertise, innovation, and a partner-centric approach. First, we focus on delivering premium, localized content and landing pages that resonate with users in specific GEOs, improving the likelihood of conversion.

Second, we provide our affiliates with a wide variety of promotional materials—banners, videos, and exclusive offers—all optimized for different platforms and audience types. And if our partner asks for a specific, personalized promo, we help with this as well.

Finally—and I can’t stress this enough—analytics equals results. Our advanced tracking and analytics systems enable affiliates to monitor performance and optimize their campaigns effectively. This is all supported by a dedicated team of professional affiliate managers who offer tailored advice and strategies to help partners maximize their results.

Your team is incredibly dynamic and full of energy, with so many talented young professionals. I’m curious - what does your marketing recruitment process look like? What key skills, experiences, or personality traits do you prioritize when building such a talented team?

Thank you for noticing, Faruk! We are very proud of our team. When it comes to recruitment, we aim to find people who are not just skilled but also passionate and eager to grow.

Of course, we look for the technical know-how—experience in digital marketing, campaign management, or content creation—but it goes deeper than that. We value creativity, problem-solving, and the ability to adapt quickly in a fast-paced industry like ours.

Personality traits are just as important. Resilience, curiosity, and a sense of teamwork are non-negotiable. During the hiring process, we include practical tasks to see how candidates think on their feet and collaborate with others. And we believe in creating an environment where team members feel empowered to share their ideas and push boundaries.

While I was at your booth, I met your talent acquisition team, and they mentioned that you even ran interviews during the event. That’s such a unique approach! Could you share how you use iGaming events to discover and attract new talent for the PIN-UP Partners team?

Of course! iGaming events are an amazing opportunity to connect with talents directly. Our Talent Acquisition team is always at the booth, not just chatting about career opportunities but actively spotting people who could be a great fit for PIN-UP Partners. Once they’ve had an initial conversation and feel someone aligns with our values, they send them my way for an interview—sometimes right there at the event!

It’s a really dynamic process. The recruiters focus on building connections and assessing cultural fit, while I handle the technical evaluations. It’s a seamless system where we combine their expertise in sourcing talent with my input to ensure the best hiring decisions.

What I love about this approach is how approachable and efficient it is. We make sure our booth is set up not just to impress but to create a welcoming space for real conversations. By the end of the event, we often leave with incredible talent ready to join our team, and candidates walk away with a clear picture of who we are and how we work. It’s a win-win!

As we are just beginning of the year, what would you recommend to iGaming affiliates for better utilisation of their potential and make 2025 an exceptional year for them? And also, how can they reach you out to learn more about your affiliate program?

Such a timely question, Faruk, and such a relevant one as we kick off the year! For affiliates, 2025 is the year to think outside the box and take a strategic approach. Diversifying traffic sources is crucial—don’t rely on just one channel, you know that this could end sadly. Explore emerging GEOs, like Ecuador, test different platforms, and optimize based on performance data.

Also, pay attention to personalization. Audiences respond better to tailored content, so use data insights to craft messages that resonate. Staying informed about regulatory changes in the industry is another must—it’s a fast-evolving space, and being proactive gives you an edge.

As for reaching us, it’s easy! Affiliates can visit our website, connect with us on social media, or reach out directly to our affiliate managers at the conferences. We’re always open to new partnerships and love collaborating to help affiliates unlock their full potential.