An Overlooked Opportunity in Morocco's iGaming Affiliate Market

Morocco stands out as an iGaming affiliate market that receives little attention but has high potential. According to Anastasiia Shcherbyna, CMO of MelBet Partners & Affiliates, success in this region depends on the quality of visitors rather than their number. The level of localization and the trust placed in the brand also play a decisive role in building sustainable player loyalty.

Shcherbyna advises partners not to copy strategies that worked in other countries word for word. Morocco's distinctive cultural structure and advanced digital infrastructure make the country attractive. Football sits at the center of this structure. The national team's run to the semi-finals of the 2022 World Cup further increased interest. In 2030, Morocco will co-host the World Cup with Spain and Portugal.

Shcherbyna suggests looking less at the size of the event and more at how fans respond to it. Following the content types that generate the most engagement, such as videos, highlights, discussions and comments, makes it easier to understand what local audiences enjoy. However, football being popular does not mean users are ready to engage with a betting product.

The core target audience is men aged 20 to 35. These users consume mobile content heavily and react quickly, but they do not decide on the spot. They first encounter an offer, and if they find it appealing, they search for the brand in a search engine, review the website, and only then return to the product. For this reason, the quality of the user journey is critical. The first contact should spark interest, and the following steps should provide enough information for the person to evaluate the product. For audiences in Morocco, trust is built by establishing these steps one at a time.