Already Media: Data is everything - an interview with COO Nata Shchedrina
Tech-driven affiliate and media company with over a decade of experience, Already Media is a major player in the global iGaming market and a regular exhibitor at SiGMA. In an interview for SiGMA News, the company’s COO, Nata Shchedrina, discussed key areas of development in 2025, such as the value of data, risk management, the impact of regulation, and building a cohesive team. She also discusses how women are influencing the changing landscape of iGaming.
On expansion
What new geos require development in 2025, and which ones do you plan to strengthen your position on?
We have serious expansion plans in 2025 in different geos and Tiers. Stay tuned. From what I can tell, the focus is on retaining and strengthening top positions in Asia (India and neighbouring regions), Brazil, and other LatAm countries. We are also building a presence in Africa, where we are prioritising South Africa, Nigeria, Kenya, and a number of emerging markets with high growth potential.
How do you start to strategise when entering a new geo?
When we enter a new geo, we always start with data collection and analysis. We study the specifics of the market, the target audience, and the local products and operators. We look at the overall development of the economy and the gaming industry. Conducting in-depth SEO analysis, looking at key queries, competition, niche leaders and their link profiles. Also, we assess regulatory restrictions and potential risks.
Based on this data, we formulate an exit strategy, determine which project formats we will launch and their USP (Unique Selling Proposition), plan the budget and allocate resources. We then create a roadmap and assign responsibilities to clearly organise the process.
The strategy is constantly adapted according to objectives, resources and market dynamics, as the market situation can change rapidly.
On Already Media’s significant acquisitions
Last year, Already Media made a big move with the acquisition of PokerListing.com. Are you planning to surprise the iGaming world with another acquisition?
We definitely will, as we are actively looking for new acquisitions and partnerships (M&A). This is an opportunity for us to expand our portfolio, strengthen our expertise and enter new geographies faster. Sometimes, it is more profitable to buy an existing project than to start from scratch. A ready-made project already has an audience, traffic, search positions, domains with a history and an established link profile, which gives you an SEO advantage.
In any case, it all depends on the price and potential of the project, so before we buy, we carry out in-depth analysis, strategic planning and budgeting to assess the real benefits. We only select projects that fit our vision and strategy so that the integration is effective.
On the value of data
How are modern technologies such as Big Data impacting the growth of Already Media?
In today’s world, data is everything. If you want to stay afloat, you not only need to collect data, but you also need to be able to interpret it, analyse it and draw hypotheses and conclusions from it.
Analytics is a key factor in SEO efficiency. All management decisions at Already Media are based on data analysis, be it scaling, entering new markets or evaluating actions on current projects. We analyse the market, competitors, partners and their products, traffic and conversion rates, user behaviour, financials and other key metrics to make informed decisions. One of the ways we do this is by developing and enhancing built-in tools that help automate the collection and processing of this data.
On risk management
I would like to ask you about your experience in risk management. How often does the knowledge you have gained help you in your current position?
My experience in different companies has shown that it is much more effective to anticipate risks and develop strategies to minimise them than to react after the fact.
At Already Media, we take a systematic approach to risk management – we create a risk matrix to prioritise risks and then define strategies to minimise risks and mitigate their consequences. There are many risks and challenges in our industry, from regulatory and Google algorithm changes to data and technology leaks. This approach allows us to mitigate some of the risks.
On increasing Already Media’s brand visibility
You’ve talked about your plans to increase brand visibility. What marketing channels are prioritised for you in this direction?
To strengthen the Already Media brand, we are focusing on event marketing, content strategy and brand persona development. Participation in industry conferences, strategic partnerships, and media collaborations helps us build market presence and expertise.
Key marketing tools include LinkedIn, YouTube and a corporate blog where we share analyses, news and market insights. This helps to build long-term trust, attract new audiences and maintain an ongoing dialogue with partners.
On regulation
What regulatory trends are likely to impact the affiliate market in 2025?
Regulation is generally positive for the market, making it more transparent. But a lot depends on how countries implement it: strict restrictions, high taxes or conflicting requirements can reduce interest in geo for both operators and affiliates. For example, in Brazil, a complex bureaucratic licensing process, high financial requirements, banking restrictions and other regulatory barriers have created additional challenges for affiliates and operators.
The main factors that may affect the affiliate programmatic market in 2025 are increased taxes, tighter restrictions on advertising and the need for a licence for affiliates, which has already been implemented in some countries. An unsystematic or ill-conceived approach to regulation can also significantly complicate the work of all market participants.
The way the government implements regulatory measures directly affects the interest in geo and the strategy of working in it. This influence can be both positive and negative. That is why we are waiting with hope and interest for well-considered and competent regulation in those markets where there are no clear rules of the game yet.
About the team
What specialists are always in demand in your company?
Recently we have been expanding rapidly, so we are looking for specialists in different areas. Among those vacancies that remain relevant all the time are SEO specialists and content managers. To ensure that teams have time to grow with the workload, we often open positions of linkbuilders, developers and affiliate managers,
When it comes to qualities, hard skills depend on the requirements of the individual lead. We take soft skills and team design seriously in order to form a team where it is comfortable to work and develop.
About Women in iGaming
How would you describe the role and contribution of women in iGaming?
I believe that professionalism, ambition and hard work are gender-neutral. However, I feel that the role of women in iGaming has grown significantly in recent years, and this has had a positive impact on the industry.
When I started in affiliate marketing about 10 years ago, there were far fewer women in the industry. Over time, the situation has changed, and today, we see more and more women in key leadership positions such as COO, CMO, HRD, Head of Affiliate, and SEO TL. They are actively influencing corporate strategy and bringing new approaches to business development. Their contribution can be seen in the creative process, in marketing, in management, in the development of HR processes and the corporate culture of companies.
Personally, I have repeatedly worked with strong and professional female colleagues in the iGaming and Affiliate sectors, and their impact on the industry cannot be underestimated. I am sure this trend will only continue to grow.
In conclusion
The success of companies specialising in affiliate marketing in iGaming is based on proper data analysis, emphasises Nata Shchedrina, CCO of Already Media. With the constant changes in the market, including government regulations, it is crucial to be able to prevent risks and change strategy in time. As Already Media’s example shows, creating a balanced team not only allows you to meet all market challenges but also to expand in the M&A format.
This article was first published in Russian on 20 March 2025.
