Royal Partners: “Our mission is to build win-win relationships where we grow together with our affiliates”

Royal Partners has positioned itself as one of the industry’s most dynamic affiliate programs, combining scale with a partner-first approach. With more than 7,000 affiliates and a portfolio of 17 in-house brands, the company continues to expand its footprint across key markets while maintaining a strong focus on long-term relationships and sustainable growth.

In this exclusive interview with Yogonet, the team behind Royal Partners discusses how they balance competitive commissions with business stability, the role of localization and data in driving performance, and why retention and personalized support remain at the core of their strategy as they look ahead to further expansion in 2026.

Royal Partners has grown into a major affiliate powerhouse with 7,000+ affiliates and 17 in-house brands. From your perspective, what has been the key to sustaining growth while keeping the program flexible and partner-focused?

The key to our sustainable growth lies in the balance between partners and brands. Each year, we launch several multilingual brands in English, German, and French from the start.

We do not believe in short-term gains. Our mission is to build win-win relationships where we grow together with our affiliates. By offering competitive conditions and stable brands, we create an environment where partners feel confident investing their time and resources into our brands for years, not just months.

For our partners, we prioritize competitive commissions, stable payouts, and exclusive deals. 

Royal Partners offers competitive terms: CPA up to €700 and RevShare up to 60%. How do you balance attractive commissions with long-term sustainability for both affiliates and the business?

We follow a principle of balance. We have an analytics department that not only analyzes our partners’ traffic but also examines how it interacts with the product and provides practical recommendations to improve performance.

Different types of traffic require different strategies, and our analytics help us identify these characteristics. This is why we take a tailored approach with each partner. In addition, we work extensively with influencer traffic, which increases trust in our products and improves conversion.

Another key factor is strong LTV (lifetime value). Our work does not stop when a partner brings in a player. That is when our multi-level retention system comes into play. It is highly developed and allows us to retain users within the product for longer.

As a result, players continue to engage actively with the platform, the business remains stable, and partners receive consistent payouts. This approach allows us to maintain attractive terms without compromising our long-term strategy.

Which GEOs are particularly strong for Royal Partners right now, and how do you adapt strategies for different regions?

Our brands are localized in English, German, French, and Polish. Poland, in particular, serves as a benchmark for full-scale localisation, with BEEF, MARTIN, FLAGMAN, IRWIN, and STARDA fully adapted for this market. 

Another strong example of regional customisation is LEX, which has been specifically tailored for Italy. This is a new and promising market for us, and we expect it to generate substantial traffic growth.

As you mentioned, you place strong emphasis on player retention and lifetime value. What systems or approaches have proven most effective in driving higher LTVs for your affiliates?

Our player communication system is built on a personalized approach and includes a wide range of bonus offers and targeted communications based on user behavior and activity. Our players receive offers that align with their playing style and preferences.

It is difficult to single out specific mechanics as the most successful. We use a comprehensive model that combines multiple elements, which allows us to maintain a high level of communication effectiveness.

Royal Partners is known for personalized support and dedicated affiliate managers. How does this hands-on approach translate into better performance for partners?

Every partner has their own dedicated manager who they can turn to for anything — to discuss terms, review analytics, order promotions, clarify payments, and so on. Managers act as mentors to their partners, supporting their development by coordinating creative assets and offering exclusive bonuses and deals — for example, on sporting events.

In other words, the manager is a reliable point of contact who supports partners in growing their business. Over many years of working with the same partners, we have built more than just a business relationship — we have become work friends. And of course, every manager is a true professional in their field.

What’s next for Royal Partners in 2026? Are there any strategic directions or priorities you can share?

We are focused on strengthening our expansion in the EU. This includes consolidating our position in the DACH region, Poland, and other key markets. We’ve mapped out a regional growth strategy, but we’re keeping the finer details under wraps for now. 

As you know, we recently launched a new brand, FUGU, and we are actively preparing for the IPL and other major sporting events, including the World Cup. If you would like to discuss this or other GEOs with us in person, the next opportunity to meet will be at iGB Live! 2026 in London. We’ll also be heading to Malta at the end of April to meet with our partners.