Looking at the Iraqi Market: Digital Growth and the Kurdistan Difference

MelBet Partners & Affiliates CMO Anastasiia Shcherbyna views Iraq as a market that the international gaming sector often overlooks. When she recommends this country to partners, the first question is usually whether affiliate marketing is worth it here. The country's image abroad is shaped by politics, conflict and economic challenges. However, behind this picture there are millions of active internet users, widespread social media use and rapidly developing digital services.

According to Shcherbyna, Iraq's most important advantage is the rapid spread of smartphones. According to DataReportal Digital 2026 data, the number of mobile connections rose by 2.7 million in one year, and the number of social media user identities rose by 5.8 million. Acknowledging that the number of connections is not the same as the number of unique users, Shcherbyna notes that these figures nonetheless clearly show how important the smartphone is for local users.

Stressing that Iraq is not a uniform country, Shcherbyna says the Kurdistan Region in the north differs from other regions in income level, approach to new digital products and consumption habits. Language is also decisive. Arabic and Kurdish are both recognized in the constitution, and in Kurdistan, Kurdish dialects such as Sorani and Kurmanji are widely used. For this reason, preparing content only in Arabic is not enough.

Shcherbyna says creatives and promotions should be thoroughly localized so they reach every segment of the target audience. Taking local humor, memes and idioms into account is among the key elements that will help the audience trust the brand. She particularly stresses that cultural context must be handled with the utmost care.