At iGB Barcelona 2025, the Affnook team caught up with Yonathan Michaux, Head of Marketing at B2Tech, for another insightful episode of NookTalks. Hosted by Rahul Pant, this conversation highlighted how B2Tech manages multiple brands across Africa and why flexibility in tracking systems is key to affiliate success.
About B2Tech — Managing Brands and Building Growth
B2Tech is a powerhouse in the affiliate and gaming industry, operating both B2B and B2C platforms. The company currently manages over ten brands across Africa, driving engagement and customer acquisition through strategic affiliate partnerships.
Yonathan explained that the company’s growth mindset is centered around one principle — finding the right systems to grow effectively. In a fast-moving market like iGaming, scalability and adaptability can make all the difference.
“We are managing more than 10 brands in Africa, and we’re always looking for the right system to grow correctly,” said Yonathan.
Conferences That Matter — Where the Industry Connects
When asked about key events for the iGaming and affiliate community, Yonathan highlighted the importance of both iGB Barcelona and SiGMA South Africa.
While iGB serves as a global meeting ground for operators, affiliates, and tech providers, regional events like SiGMA South Africa are critical for local growth.
“iGB is great to meet most of the people in one place, but for our business, we also go to SiGMA South Africa because it helps us find the right channels, media, and affiliates for local traffic,” he noted.
This dual-focus approach — balancing global presence with regional partnerships — is what keeps B2Tech competitive in multiple markets.
Affiliate Challenges — Communication and Negotiation
Managing affiliate programs across several brands and regions isn’t without challenges. Yonathan was candid about one of the biggest hurdles: constant communication and negotiation.
In a highly competitive environment, pricing and expectations can shift quickly. Maintaining strong relationships and clear communication with affiliates becomes crucial to long-term success.
“There’s a lot of competition. Every five minutes, someone wants to renegotiate. That’s one of our main challenges,” Yonathan shared.
This dynamic landscape demands agility, not just from teams, but also from the platforms and systems that support them.
Tracking Technology — Flexibility is Everything
One of the most valuable insights from the conversation centered on affiliate tracking tools. For Yonathan, the key factor isn’t just accuracy — it’s flexibility.
Affiliate marketing moves fast, and systems that can’t keep up can quickly slow business growth.
“If I have a new idea, I can’t wait six months for development. I need a system that grows with me,” he explained.
This adaptability allows teams to experiment, optimize, and expand without being limited by technology backlogs or rigid processes.
Platforms like Affnook align with this vision — providing a flexible, scalable solution that helps affiliate programs adapt and thrive in real time.
Partnerships That Drive Progress
For affiliates looking to promote exciting brands in Africa, B2Tech offers a wide range of opportunities through its affiliate program, Africa Bet Partners.
Yonathan and his team welcome connections from affiliates, media partners, and networks who can help expand their reach and deliver localized traffic.
