Interview with Kristina - HELL Partners

My career in the industry began back in 2017 in retention. After working in that field for nearly three years, I transitioned into affiliate marketing, where I continued to grow and gain experience. A few years later, I joined HELL Partners.

Every single day starts with reviewing the previous day’s statistics. This allows me to react quickly, prevent potential issues, take control of risky cases, and closely monitor deals that raise concerns. At the same time, it helps ensure that promising campaigns are given the attention and time needed to scale profitably.

Maintaining balance is quite manageable — over the years in the industry, I’ve developed a strong ability to stay on top of my tasks. Anything related to traffic is always handled immediately; I never postpone it. I also set reminders for tasks that require follow-up. Other responsibilities that don’t directly impact revenue are given lower priority.

What I’m most proud of is the growth of affiliate managers who have significantly improved their knowledge and skills under my guidance. Seeing this growth translate into increased traffic, higher company profit, and, of course, their own income is especially rewarding.

“Hell” isn’t just a name—it's an attitude. We move fast, think big, and aren’t afraid to challenge the usual way of doing things.

For us it means being confident in decisions, transparent with partners, and focused on results—no empty promises, just performance.

Inside the team it’s the same energy: ambitious people, direct communication, and a mindset of always going bigger.

Hellspin has a very distinctive and memorable design that our players really enjoy, along with a wide range of engaging promotions. We’ve also recently added a sportsbook to Hellspin, expanding its offering even further.

IviBet stands out for its strong sportsbook, making it especially appealing to players who enjoy sports betting. It offers a wide variety of events to suit any preference, a broad betting line, and competitive odds.

In my opinion, one of the most important factors in today’s market is reliability and a strong reputation—and that’s exactly what Hell Partners offers. Our affiliate program has been on the market for a long time; we consistently launch new brands and expand into new geos each year, and we’re constantly working on improving our products—and isn’t that what really matters?

By the way, within the next month we’re expecting to launch our new sportsbook (which will also include a casino).

What I most often notice is that partners tend to focus on deposit amounts. If the average deposit is high, they immediately expect higher payouts. However, deposits are not the same as casino revenue—players withdraw at least half, if not more, and there are also many additional costs such as providers, payment processing, bonuses, and more.

We evaluate traffic holistically, taking into account the average deposit, the number of players who make repeat deposits, the share of minimum depositors, withdrawals, and many other factors.

I believe that any type of traffic can be profitable — it’s just a matter of finding the right payout model for it. However, it’s not always possible to achieve that in practice.

We select the GEO where the product performs best and provide insights into what players in that region prefer and engage with. This helps our partners build an effective funnel and improve traffic conversion.

Recently, we’ve been focusing on hiring senior affiliate managers, and during my time at Hell Partners, I’ve personally conducted up to a hundred interviews. For me, the key qualities are the following:

• A manager should not only be able to negotiate and discuss payouts but also understand the partner’s funnel across different traffic sources, analyse it, and provide actionable recommendations on how to improve it.
• They should be able to analyse traffic from multiple angles, rather than relying on surface-level metrics like average deposit alone.
• It’s important to understand player behavior depending on the traffic source.
• They should know which payment methods are essential in different GEOs and stay up to date with any changes.
• And overall, I value independence — the ability to rely on their own experience and continuously learn from every case, both their own and those of their colleagues.

I mostly read fiction. I used to read books on management and leadership, but in my opinion, they often contain too little useful or new information—most of what is stretched over 300+ pages could easily be condensed into 40–50 pages at most.

About two months ago, I took a team management course with a Ukrainian expert, and I really enjoyed it.

I really love reading, so if it weren’t for affiliate marketing, I think my work would somehow be related to books. When I was studying at university (about 10 years ago), I set a record — I read 100 books in a year.

This year, as I already mentioned, we are expecting a new sportsbook, and in the fall there will also be the launch of another casino!