Joker Partners Prioritises People Over Traffic: A Partnership-First Approach to Affiliate Success

Affiverse Founder and CEO, Lee-Ann Johnstone, sat down with the Joker Partners team at iGB Live to explore how authentic relationships are reshaping affiliate marketing in the iGaming sector…

In an industry often dominated by performance metrics and conversion rates, Joker Partners is taking a refreshingly human approach to affiliate marketing. During a candid conversation at iGB Live, the team behind this emerging affiliate program revealed their core philosophy: “We work with people, not with traffic.”

This people-first mentality represents a significant departure from the transactional relationships that have historically defined affiliate marketing partnerships. As the iGaming sector becomes increasingly competitive, Joker Partners’ emphasis on genuine collaboration and long-term partnership development offers affiliates a compelling alternative to the traditional volume-driven approach.

Building Expertise Through Diverse Digital Backgrounds

The Joker Partners team brings a wealth of experience from various corners of the digital marketing ecosystem. Alex’s journey began in general performance marketing before transitioning into casino marketing eight years ago, while Valeriia progressed from traffic management to affiliate management. Darius contributed digital media experience before specialising in iGaming and affiliate marketing.

This diverse background creates a unique advantage for affiliates seeking partners who understand the broader digital marketing landscape. Rather than operating in an iGaming silo, the team can draw from cross-industry insights to optimise campaign performance and identify emerging opportunities.

The team’s combined expertise becomes particularly valuable when navigating new markets. During the interview, they highlighted Indonesia as an emerging opportunity that affiliates are bringing to their attention, noting the market’s substantial population, societal progress, and current market conditions as factors that make it “very welcoming” for future exploration. This responsiveness to affiliate insights demonstrates how experienced affiliate managers can identify and evaluate new opportunities collaboratively with their partners.

The Power of Authentic Relationship Building

What sets Joker Partners apart is their commitment to authentic relationship building over transactional exchanges. Darius emphasises the importance of “being natural” in affiliate partnerships, viewing negotiation as an opportunity to build both business relationships and genuine friendships. This philosophy extends throughout the team, with Valeria highlighting the value of honesty and charm in affiliate interactions.

This approach addresses a common pain point in affiliate marketing: the lack of genuine partnership between affiliates and program managers. By prioritising authenticity and open communication, Joker Partners creates an environment where affiliates can develop trusted relationships rather than merely transactional connections.

However, this people-first approach requires significant investment in relationship management and may not scale as efficiently as more automated systems. Affiliates should consider whether they value personalised support over potentially faster approval processes or automated reporting systems.

Preparation and Transparency: The Foundation of Successful Partnerships

The Joker Partners team consistently emphasises the importance of preparation and transparency in affiliate partnerships. Alex advocates for affiliates to “know what they want to do” and “be definite about your current and future plans,” while the team encourages affiliates to come prepared with specific partnership objectives rather than generic enquiries.

This preparation-focused approach benefits both parties by streamlining the onboarding process and ensuring alignment from the outset. Affiliates who arrive with clear traffic sources, target markets, and growth objectives can expect more tailored support and strategic guidance.

The team also values industry awareness and encourages affiliates to ask questions when uncertain. This educational approach suggests that Joker Partners invests time in affiliate development rather than expecting partners to navigate challenges independently.

Actionable Takeaways for Affiliate Marketers

1. Develop Comprehensive Partnership Proposals: Before engaging with Joker Partners or similar relationship-focused programs, prepare detailed information about your current traffic sources, target markets, and growth objectives. This preparation enables more productive initial conversations and demonstrates professionalism.
2. Embrace Long-Term Partnership Thinking: Focus on building sustainable relationships rather than seeking immediate high-volume opportunities. Programs like Joker Partners that prioritise relationship building may offer more stability and growth potential over time.
3. Leverage Cross-Industry Insights: Seek affiliate programs managed by teams with diverse digital marketing backgrounds. These managers can provide strategic insights that extend beyond basic campaign optimisation, potentially identifying new traffic sources or market opportunities.

Redefining Affiliate Success in iGaming

Built to deliver you long-lasting revenue by giving you agile products across the globe. Established by professionals with years of experience, Joker Partners expands the sequel of over a dozen profitable thriving brands.

Ready to experience a partnership-first approach to affiliate marketing?

Join the Joker Partners affiliate program today
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