Affiliate discussions which dominated SiGMA Asia 2025
Affiliate marketing is advancing at pace, as evidenced by key sessions at SiGMA Asia 2025. Held at Manila’s SMX Convention Center, the event spotlighted the sector’s dynamic evolution through expert-led discussions.
Industry leaders shared actionable strategies for affiliates navigating this fast-changing landscape. Dmitry Melentyev, Director of Strategy at AdsGram, detailed Telegram Mini Apps’ potential; Trent Lyle, Country Manager AU/NZ at Basher Agency, presented data-driven influencer collaboration methods; and a panel moderated by Bhavesh Parthi (CEO & CMO, M21 Media BV)—featuring Maxim Makovetskyi (Head of Affiliates, PM AFF), Lesley Li (Head of Partnerships, Chargeblast), and Karl Uy (CEO, GIG Rewards)—examined performance-focused affiliate tactics. This press release consolidates key insights from these sessions, providing affiliates with a practical roadmap for digital adaptation.
Affiliate marketing mastery: strategic shifts
This panel emphasised vertical-specific optimisation, noting that Tier 2/3 markets now deliver higher ROI than saturated regions. Speakers highlighted Telegram Mini Apps as a rising traffic source, with AdsGram reporting clients generating “millions through frictionless mini-app funnels.”
Proven tactics discussed:
- Market prioritisation: Tier 2 and 3 regions offer higher ROI than saturated markets, requiring tailored strategies for these emerging areas.
- Hybrid commission models: Combining CPA and rev-share structures balances immediate payouts with sustainable, long-term partnerships.
- Relationship-centric approach: Building direct connections with affiliates is critical for retention and operational scalability.
Telegram Mini Apps: The frictionless traffic revolution
Dmitry Melentyev positioned Telegram Mini Apps (TMA) as a game-changing channel for affiliate marketers. With over 1 billion Telegram users globally, TMAs eliminate traditional barriers, no downloads, registration, or device limitations, while leveraging Telegram’s built-in virality. Melentyev highlighted Nigeria and Indonesia as key growth regions, where 70% of the population engages with TMAs.
Key outcomes from the keynote:
- Seamless user experience: TMAs reduce traffic loss by eliminating login friction, directly boosting conversion potential.
- Cost efficiency: TMA traffic acquisition costs are significantly lower than traditional web2 channels, with CPM/CPC models dominating.
- Web3 integration: AdsGram’s upcoming CPA models will bridge Web2 and Web3 ecosystems, enabling targeted campaigns based on user wallet data.
- Viral mechanics: Built-in referral programs and social sharing features drive organic growth, particularly in iGaming and crypto verticals.
Influencer Partnerships: Trust Over Reach
Trent Lyall challenged conventional influencer marketing wisdom, arguing that relevance and performance take precedence over follower counts. Using data-driven case studies, Lyle demonstrated how mid-tier creators (100k followers) outperformed mega-influencers, generating 5,800 registrations and 1,500 first-time deposits from three posts.
Critical insights from the keynote’s analysis:
- Performance metrics: Prioritise conversions (FTDs), retention, and content alignment over vanity metrics like impressions.
- Creator-brand fit: Deep audience psychographics and historical performance data predict success better than reach.
- Partnership models: Ambassador programs and rev-share structures outperform one-off campaigns by aligning creator incentives with business goals.
- Creative authenticity: Unscripted, platform-native content drives 3× higher engagement than polished ads.
These insights underscore a broader industry shift toward performance-focused, low-friction channels. Telegram Mini Apps and data-driven influencer collaborations are no longer experimental; they’re essential for sustainable growth. For affiliates seeking a deeper understanding, SiGMA Euro-Med (Malta, 1–3 September 2025) will expand on these strategies with dedicated workshops on Web3 integrations and entry into emerging markets.
