Interview with Tetiana Bratchykova

Let’s begin with your personal journey. The iGaming industry is incredibly dynamic, and we see many professionals coming from diverse backgrounds. I noticed you hold a Master’s degree in Sociology and a Doctor of Philosophy, an impressive academic foundation that’s not so common in this space. How did your career begin, and what ultimately led you to become part of the iGaming world?

My background in sociology turned out to be one of the strongest foundations for my career. It gave me the ability to work with large datasets, spot behavioural patterns, connect dots across complex systems, and understand what drives people.

While still at university, I joined a marketing research company. That was my first deep dive into real business challenges — developing guides for focus groups, analysing audience behaviour, and learning how companies think about branding, product fit, and positioning. That experience helped me turn insights into action — a skill I use every day to this day.

Later, I moved into digital marketing and SMM. My PhD research was all about how information spreads through social networks, so it was a natural transition. From there, I entered affiliate marketing, where I could combine my analytical background with hands-on marketing. I started as a junior affiliate manager, grew into team leadership, and eventually became COO. Each step along the way added something to how I think and lead today.

From your early steps to now leading operations, how has your role evolved? As the COO at V.Partners, you wear many hats. Can you walk us through a typical day in your role and share some of the strategic responsibilities you handle behind the scenes?

My journey at V.Partners has been full-cycle — from junior to team lead to department head and now COO. That gives me a unique perspective on what teams actually need as they grow. I’ve been in their shoes, and I know what support makes a difference.

If we’re talking about a typical day in the life of a COO — the truth is, there is no such thing. No two days are ever the same. One day might be full of operational deep-dives and urgent issues to solve; the next could be focused on tactical planning with team leads or aligning cross-functional projects. Some days are all about numbers — budgeting, forecasting, reviewing KPIs. Others are about people — coaching leaders, unblocking processes, or supporting hiring and onboarding. It’s a constant mix of priorities, and that’s exactly what keeps it exciting.

I lead through collaboration — I believe in servant leadership. I see it as my job to clear the way, make decisions where needed, and ensure the team has what they need to move fast, stay focused, and keep growing.

We often see V.Partners making a strong presence at major iGaming events, backed by standout marketing and an attractive affiliate program. Could you tell us more about your affiliate program and what sets it apart from others in the industry?

Many affiliate programs offer similar tools — but what sets us apart is the way we combine strong brands, smart flexibility, and real relationships.

Our brands are recognised across multiple markets and have consistently proven their quality.

We’re quick to adapt — whether it’s testing a new approach, adjusting tech, or responding to partner feedback. We actively collaborate with our brands to fine-tune offers based on analytics and conversion performance.

We offer weekly payouts, near real-time stats (updated every 30 minutes), and a deeply data-driven approach to optimisation. Our deal structures are flexible — CPA, RevShare, hybrid — so we can match different traffic types and business models.

But above all, what really defines us is how we build partnerships: long-term, open, optimistic, and built on mutual respect. That human connection is what makes everything work better.

You have brands operating in several markets. Expanding into new regions often comes with both risks and opportunities. How do you select your next market move, and what are the key strategic drivers behind your expansion efforts?

Entering a new market is never a quick decision (though sometimes speed is essential — and we act fast when the opportunity is right). We evaluate the overall health of the iGaming market, the competitive dynamics, and the extent to which our partners are already engaged in the region.

Operational readiness is more than a checkbox — it’s about having the right payment flows, trusted provider relationships, localised support teams, and the tools to build lasting player engagement from day one.

It’s usually a joint decision between product management and the affiliate team, combining market data with partner feedback. And if we can deliver full operational quality and value to affiliates, we make the move.

I know you’re passionate about product development. Have there been any recent product features or updates at V.Partners that you're particularly excited about? What impact do you expect them to have on your partners or players?

Yes — a few that I’m particularly proud of.

• Self-service postback setup — allows affiliates to quickly and easily configure their tracking without waiting for manual assistance.
• Telegram bot — delivers up-to-date stats without logging into the affiliate panel, a huge convenience for partners who rely on Telegram.
• Near real-time statistics — our system updates key performance data roughly every 10 minutes, which is exceptionally fast given the volume of traffic and scale we operate at.
• Brand redesign — one of our flagship brands (VulkanSpiele) recently underwent a full visual and UX refresh, which noticeably boosted player engagement, conversion rates, and retention across several markets.

Each of these changes is rooted in one goal: making the partner experience smoother, more transparent, and more results-driven. We build with intention, and we love seeing the direct impact these tools have on performance.

Conversion rates are critical to affiliate success. In such a competitive industry, affiliates are increasingly selective, often basing their partnerships on data-driven performance. How do you ensure your brands consistently deliver high conversion rates and attractive lifetime value?

I’m genuinely passionate about conversion because it’s where data turns into real impact. With my background in sociology and analytics, I naturally approach it through the lens of behavioural patterns and performance insights.

We have a strong analytical setup — from detailed reporting on traffic and user behaviour to a dedicated CRO specialist and product analyst. We continuously test hypotheses, refine user journeys, and work closely with our brands to improve both conversion and retention.

We don’t stop at internal data — we benchmark against competitors and stay in constant contact with partners to understand what’s working and what’s missing. That combination of sharp analytics, strong tech, and partner feedback helps us consistently grow LTV — not just short-term gains, but long-term partner value.

Once players join, keeping them active is the next big challenge. With player retention being a key revenue driver, what’s one proven tactic or philosophy that you think more operators should adopt to boost loyalty?

For me, it all comes down to understanding player needs and meeting them in a relevant, respectful way. Retention isn’t about being aggressive — it’s about timing, personalisation, and offering real value without overwhelming the user.

The best approach is balanced: not too pushy, not too quiet. We aim to be present, helpful, and genuinely engaging — not just to sell something, but to build ongoing relationships that players enjoy being part of.

Data drives everything, from player journeys to product innovation. In your role, you're likely exposed to a wide range of performance metrics. Are there any underrated or often-overlooked KPIs that you believe can offer valuable insights for iGaming brands?

Absolutely. One of the most insightful metrics is the time between key actions — from first click to registration, or from registration to first deposit. These windows tell you a lot about friction in the journey.

We also keep a close eye on bounce rates and churn at each step. For example, when we look at different regions, we notice how players from some markets go straight to bonus T&Cs, while others explore the game library first. Those micro-patterns help us tailor flows, messaging, and offers for each audience segment.

Technology continues to disrupt iGaming, especially over the last few years. What recent tech developments are you personally most excited about? And how do you see them integrating into the future of V.Partners?

AI is clearly the big one right now — and with good reason. We’re already exploring how it can help with localisation, bonus logic, and personalisation at the brand level.

For the affiliate program, we’re looking at how AI could assist in generating tailored reports, suggesting campaign improvements, or even automating communication triggers based on partner performance. It’s exciting because it opens up ways to scale smartly while keeping things relevant and human.

Having met several members of your team, I can confidently say the energy and professionalism they bring are exceptional. What’s your approach to recruitment? What traits, mindsets, or values do you prioritise when building your team?

Hiring, for me, is both structured and human. I come from a background of in-depth interviews and focus groups, so I approach recruitment with a strong sense of what to look for — not just in skills, but in mindset.

We map hard skills, soft skills, and culture fit separately. We look for people who are curious, open to change, professional — but also easy to work with. And honestly, a sense of humour is a must. In a fast-moving and often turbulent industry like ours, it’s the glue that holds teams together.

Our team values growth, openness, and the courage to try new things — and we look for that same spark in every candidate.

What advice would you give to young professionals who aspire to take on strategic or executive roles in this industry?

One of the most valuable skills in leadership is being able to see both sides — strategic management and team needs — and translate between them. They often don’t speak the same language, but you have to.

Also, when you step into a higher role, you need to shift perspective. It’s not about doing more of the same — it’s about zooming out, seeing the whole system, and understanding how your impact now works at a broader scale.

So my advice is: practice altitude — the ability to shift between ground-level details and high-level vision. And never stop refining your ability to understand people, because that’s what drives everything else.