Some brands have a tone of voice that sounds like a friend writing "are you going for coffee?", while others sound like a corporate robot that addresses you as "you" even in a push notification. And the point is not in the wording, but in the feeling and thought that is left after it. Tone of voice is how a brand communicates with the user and works on their impression. For example, let's think about the tone of Starbucks, Grammarly, or Monobank communications, which is the same example of how to communicate with the user in a cool and proper way. But how to do it right and not make mistakes? So, let's figure out what are the five common mistakes in tone of voice that scare people away even when they don't realize it. Mistake: Youthful youthfulness This is...

Rome, Italy — November 4, 2025 — When SiGMA takes over Rome from November 3–6, the city becomes the epicenter of iGaming. But on November 4, all paths lead to one destination: Atlantico Live, where three powerhouse brands — 22Bet Partners, HellPartners, PlayamoPartners, and — will set the stage for the most unforgettable night of the conference: Empire of Success. Headlining the night is Armin van Buuren — a five-time #1 DJ in the world whose sets have defined a generation of electronic music. For one night only, his festival-scale sound and light show will take over Atlantico Live, turning 3,000 affiliates into the biggest crowd SiGMA Rome has ever seen. Not an Invite-Only. A Statement. In an industry where parties are usually small, exclusive, and hidden behind velvet ropes, Empire of Success breaks the mold. Not by lowering the...

The latest episode of ROI Night Show brought together mega interesting characters from the aff-industry for crazy interactions and frank conversations about business. From insights to "Arbitrage Picasso" The episode started with a guest of Lana Rossi, the founder of Conversion Club, who spoke about her unique approach to organizing arbitration events. Listening to her is a pleasure... The most exciting part of the show was the game, where the Crocodile game, drawing, laughter and marketing met. Representatives of Apps4You and TEQUILA lit up the room with their charisma, which you should appreciate! Only giggles? No, there will be pain too! Epic moment where participants received electric shocks for wrong answers about their companies. Among the interesting facts that were revealed during the game: TEQUILA has a corporate villa in Cyprus and plans to open in Bali Apps4You processes more...

Artificial intelligence is no longer the Wild West of marketing. If a few years ago AI seemed to be a limitless space of experiments, today it has already become a part of the rulebook. The European Union adopted the EU AI Act - the world's first law that defines how artificial intelligence can be used in business, advertising, and communication. For marketers, this is not just another document from Brussels. It is a signal that the era of uncontrolled experiments with AI creatives, automated campaigns, and content generation is coming to an end. Now it is not only about speed and creativity, but also about transparency, security, and ethics. Ukraine is not yet in the EU, but Ukrainian agencies, startups, and SaaS companies are already working with European clients. This means that the new standards apply to us right now....

South Korea is one of the most technologically advanced, but at the same time closed markets in the world. In such conditions, iGaming companies have to look for new formats to gain the trust of the audience. Parimatch Affiliates is the official affiliate program of the international iGaming operator Parimatch. The brand is entering the Korean market with the highest profile: with global sponsorships of UFC Asia, Manchester United, and Leeds United, as well as a large-scale tournament Top Gear Korea. Factor #1. Global brand strength Not every operator can boast of such a background. Parimatch is the official partner of UFC in Asia, Manchester United in different parts of Asia and the Middle East and North Africa region, and Leeds United - three icons of world sports. For the Korean audience, this means: an international level of trust, prestige,...

In 2025, a marketer without AI is like a banner without a tracker: you can still work, but it's expensive, time-consuming, and nerve-wracking. While someone is up at midnight choosing a font for a banner, AI has already generated creatives for TikTok, Meta, and Google, launched A/B tests, divided the audience into "hot" and "lazy" users, and then calculated ROI for the week ahead. Teams that realized this a year ago are now saving tens of thousands of dollars and outperforming their competitors at the start of the campaign. Teams that still think that "AI is a toy for geeks" are burning budgets in Excel spreadsheets and waiting for the analyst to return from vacation. We have collected 5 tasks that a marketer in 2025 will give to AI without regret and win time, money, and nerve cells. And there...

From tests and beauty gizmos to soothing buckwheat tea, here's a brief look at what the items in your bag say about working for an affiliate. 07.08, Mayachok, Sempro Fest pre-party — you come in with the thought “I’ll drop by for an hour,” and leave after a dozen acquaintances, three impromptu stand-ups near the prosecco zone, and with a cardholder full of new business cards. We decided to look at the profession from the side: not through presentations and complex professional pitches, but through… handbags. The things that people carry with them on the day of the event can say something unique about them that we would never have known otherwise. So let’s start discussing our friendly “bag raid”! Sabrina, Head of Sales, Affiliate World  Her starter pack of a trendy cappuccino handbag seems like it couldn't be...

HR in our heroes' niches is not just about "finding a candidate." It's a marathon with obstacles: when there are either impostors with glossy resumes or seniors who still need to be persuaded to take a call. It's a speed work, where a candidate can "disappear" in 48 hours in arbitration. It's stress, deadlines, and situations where your online interview falls apart along with the ironing board. We talked to top HRs from MUUS, Leadpanda, and MI Agency about the most scarce candidates, aptitude testing, the most epic firings, demotivation, and keeping a team together when everything is on fire. No theories here. Only real experience, working tools, and a little professional humor. About the candidates who are the hardest to find today Alina, Founder of MUUS Recruitment Agency We work with different niches, and analyzing the market over the...

In the new issue of ROI Show, you will hear three bright stories of women who realize themselves in arbitration, events, and media. Each of them has come a long way, full of challenges, failures, achievements, and drive. Anna Shemyakina, Susanna Gevorgyan and Anna Borisova shared what usually remains behind the scenes: how it all started, what everyday life looks like, what inspires them and what they "kringle" from. Anna Shemyakina is a co-founder of Gentle Partners Anna launches business areas from scratch and knows how to do it calmly, without panic. She believes that in arbitration, the winner is not the loudest, but the most resilient. She says that she can simultaneously run a call, negotiate a cap, respond in a telegram, and not mix up anything. I got into arbitration while lying on the beach in the Emirates...