At IGB Live Barcelona 2025, one of the highlights was a conversation between Rahul Pant of Affnook and Mark Elvynn, Head of Affiliates at Yesplay.bet. Their discussion gave valuable insights into the South African iGaming market, affiliate marketing challenges, and the importance of robust tracking tools for scaling performance.
Introducing Mark Elvynn
Mark Elvynn leads the affiliate program at Yesplay.bet, a South African casino and bookmaker licensed locally. With a focus on the South African market, Mark is responsible for managing relationships with affiliates from around the globe, driving traffic, and expanding the brand’s reach. His expertise in player acquisition and affiliate management has positioned him as a key figure in the region.
During the interview, Mark shared that IGB Live Barcelona is an important event for him and his team. It’s an opportunity to meet affiliates, explore potential partnerships, and gain insights into the latest trends and innovations in iGaming.
South African Market Focus
Yesplay.bet primarily targets the South African market, which comes with unique opportunities and challenges. Mark explained that although regulation in South Africa is comparatively less strict than in other countries, the main challenge lies in finding affiliates who truly understand the local market.
“Our key challenge is connecting with affiliates familiar with South African players and behavior, no matter where they are from,” said Mark. Affiliates working with Yesplay.bet come from across the globe — the USA, Israel, Europe, Asia, and Africa — which adds complexity to ensuring campaigns are effective and compliant.
The Role of Conferences
Mark emphasized that conferences like IGB Live are essential for building these connections. While online meetings are convenient, face-to-face interactions provide a better understanding of potential partners, foster trust, and open doors for new collaborations and growth opportunities.
“The quality of attendees at this conference is excellent. It’s definitely one of the biggest events our team has participated in,” Mark noted. For affiliates and operators alike, such events are a hub for exchanging ideas, learning from peers, and spotting trends that can shape their strategies.
The Importance of Accurate Tracking
A significant part of Mark’s discussion revolved around affiliate tracking platforms. With millions of clicks and hundreds of thousands of signups each month, Yesplay.bet requires tools that can process large volumes of data quickly and accurately.
Mark shared that the key features they look for in a tracking tool include:
- High scalability: The platform must handle tens of millions of clicks monthly without slowing down.
- Rapid processing: Allocation of clicks, leads, and conversions needs to be near real-time to ensure affiliates have accurate performance data.
- Robustness: The system should be reliable under high traffic and capable of supporting a global affiliate network.
He highlighted that a reliable tracking platform is not just a nice-to-have but a critical component for affiliate success, enabling affiliates to make informed decisions and optimize their campaigns effectively.
Challenges in Affiliate Management
Managing a global affiliate network is never simple. Mark described the challenges of working with affiliates across different regions, each with their own experience, expectations, and methods. Ensuring consistency and providing accurate performance metrics is key to maintaining trust and long-term partnerships.
“Affiliates need correct and timely data to know if they are performing well,” said Mark. Without this, campaigns can underperform, and the partnership can lose momentum. The right tracking tools and data transparency help mitigate these risks.
Opportunities in South Africa
Despite the challenges, Mark sees enormous growth potential in the South African iGaming market. As more operators enter the space and regulations remain supportive, there’s room for affiliates to expand, experiment with marketing strategies, and drive meaningful results.
For Yesplay.bet, connecting with affiliates at conferences like IGB is about more than immediate campaigns — it’s about long-term relationships that can scale over time. Building trust, understanding local preferences, and providing reliable tools all contribute to sustainable growth.
Final Thoughts
Mark Elvynn’s insights from IGB Live Barcelona 2025 highlight several key takeaways for anyone in the affiliate and iGaming space:
- Understanding your target market is crucial. Affiliates and operators need to know the players and local regulations inside out.
- Technology is a cornerstone of success. Reliable tracking platforms, real-time analytics, and scalable systems make a huge difference in campaign performance.
- Conferences are valuable for networking. Face-to-face interactions create trust, foster collaborations, and help uncover opportunities that digital communication can’t replicate.
- Data transparency builds trust. Affiliates need accurate performance insights to optimize campaigns and maintain motivation.
Mark concluded the interview by wishing everyone a successful conference and reiterating the importance of building strong, lasting partnerships. His perspective reminds us that in the fast-paced world of iGaming, relationships, technology, and strategy are all equally important for success.
IGB Live Barcelona 2025 served as a powerful platform for these conversations, reinforcing the value of networking, collaboration, and staying ahead in the dynamic affiliate marketing ecosystem.
