Influencers serve as crucial attractors for a novel generation of gamers, according to Anastasia Borovaya.
In this exclusive interview with our news outlet, Anastasia Borovaya, the illustrious Head of Affilka by SOFTSWISS, delves into the trends that are expected to dominate the affiliate marketing landscape in 2025. With a keen eye on Artificial Intelligence, gamification, and influencer marketing, she highlights the challenges and opportunities these trends present for businesses seeking to thrive in the future.
Anastasia, the year is already in full swing. What do you see as the main trends that will define 2025 in terms of affiliate marketing opportunities and challenges?
Anticipated trends for the affiliate marketing sector involve regulatory changes, data-driven decision-making, AI integration, gamification, and influencer marketing. These forces are catalyzing innovation and driving efficiency in the industry.
We are entering an era of increased scrutiny and regulation, with affiliates held to more robust standards. Has this impacted business, or has it proven to be an opportunity for enhanced growth?
Regulatory adjustments and stricter compliance requirements pose significant challenges for affiliates, affecting commission rates, the scope of content promotion, and market focus. Pressure from regulatory bodies may necessitate adjusted marketing strategies for some companies, leading to increased costs and nuanced challenges. On the plus side, these changes offer a chance for those equipped to navigate the intricacies of regulatory compliance and adapt to emerging markets to gain a competitive edge.
Artificial intelligence is redefining business strategies and consumer preferences. Can we discuss the most significant ways this has already happened?
AI streamlines operations by identifying player preferences, lifetime value, and return on investment. It complements data-driven analysis by highlighting patterns in player behavior. AI also excels in content creation, transforming graphics, design, and copywriting, making SEO and copywriting tasks more efficient.
Beyond AI, there's been a considerable shift toward data-driven solutions. What valuable insights do operators gain from these data points, and are they positively impacting business?
Data analysis is crucial for understanding market trends, making informed decisions, and optimizing marketing strategies. Sophisticated data tools help operators and affiliates make informed decisions on profitable partnerships and fine-tune marketing campaigns.
SOFTSWISS Affilka is uniquely positioned to witness the latest trends in affiliate marketing. What do you think about influencer marketing?
Influencer marketing remains a powerful tool for attracting new audiences. Traditional marketing methods do not always resonate with evolving generations, while influencer marketing strikes a chord with emerging demographics, as illustrated by the popularity of platforms like TikTok, YouTube Shorts, and Instagram Reels.
What do you envision for SOFTSWISS Affilka in 2025?
In 2025, we plan to introduce innovative features, such as Cohort Analysis, enhanced Subaffiliate Module, and a Traffic Report. These additional tools significantly enhance user insights, campaign optimization, and fraud detection. Furthermore, I will be attending the Affiliate Management course as a guest lecturer at the Gaming Operations Academy, sharing practical skills and expertise in affiliate recruitment, relationship management, and performance optimization.
- Anastasia Borovaya, Head of Affilka by SOFTSWISS, predicts regulatory changes, data-driven decision-making, AI integration, gamification, and influencer marketing as the main trends shaping affiliate marketing in 2025.
- While regulatory adjustments and stricter compliance requirements pose challenges for affiliates, they also offer opportunities for those skilled in navigating regulatory compliance and adapting to emerging markets.
- AI is transforming the affiliate marketing landscape by identifying player preferences, lifetime value, and return on investment, streamlining operations, and improving the efficiency of content creation.
- Operators and affiliates benefit significantly from data analysis, helping them to make informed decisions on profitable partnerships, fine-tune marketing campaigns, and understand market trends.
- In 2025, SOFTSWISS Affilka plans to introduce innovative features, such as Cohort Analysis, an enhanced Subaffiliate Module, and a Traffic Report, while Anastasia Borovaya will also be attending the Affiliate Management course as a guest lecturer at the Gaming Operations Academy.
