Dmitriy Mariievskiy shares Growe Partners' philosophy
Growe Partners, a direct advertiser of well-known brands including Parimatch and Jugabet brands, is one of the leading affiliate programmes in the world of iGaming. The company celebrated its first anniversary at the end of 2024 and has won two SiGMA Best Affiliate Programme B2C Awards, the first in Sao Paulo and the second in Valletta. SiGMA News asked Dmitriy Mariievskiy, Head of Growe Partners, about the journey to leadership, team values, and approach to selecting markets and partners.
People as the basis of success
The foundation of the success of any partnership programme is people with shared values, goals, approaches to achieving them, and a shared vision of success,’ says Dmitriy. The qualities that unite the Growe Partners team are perseverance, willingness to help, openness to change, and a typical ‘vibe.’ In addition to professionalism in its classic sense, the team is distinguished by persistence and constant striving for more.
Dmitriy also described the advantages of trust in the team: ‘Trust is essential both within the team and directly from me, as the head: I am confident in the team, so I can give it freedom, which gives birth to non-standard approaches, new ideas, and opportunities for their implementation.’
In the competitive environment of iGaming, one cannot just ‘exist’—it is necessary to continually raise the bar, develop, offer new things, be different, and communicate this competently with the market. In Dmitriy’s understanding, the focus on results is this: ‘If you know what you are worth, you will definitely find the right people with whom you will achieve even greater results.’
Work the right way
Dmitriy believes every affiliate programme should always be ready to change and alter its strategy in terms of creatives, approach to affiliates, adaptation to regulation, and changing patterns of player behaviour. In this context, the main thing for him is to ‘work properly’—that is, to set ambitious goals and adapt them to the needs of the market, partners, and the current situation.
‘iGaming is definitely not about permanence, it is more about the ability to create something unique and valuable in all this chaos,’ – Dmitriy Mariievskiy.
Commenting on the use of modern technologies, Dmitriy highlighted the always urgent need for affiliates—a reliable and converting product. In this regard, guarantees and willingness to pay for quality traffic are most important in the affiliate programmes market. According to Dmitriy, even the most innovative technologies will not bring the desired result if the offer itself is not in demand among the audience. It is more important to have a clear, proven way to a stable and scalable result.
Growe Partners’ approach to GEO selection
Dmitriy continues that the Growe Partners team approaches the choice of markets from a position of real benefit for both parties. Operators need promising areas for expansion, and affiliates need sites with a predictable return on investment. With this in mind, the company focuses only on those GEOs where there is investment and access to effective traffic procurement tools with minimum restrictions and demand among webmasters.
Under such conditions, the company acts as a link between operators and partners, providing conditions for transparent interaction and helping to realise its potential. ‘Successful work in the right GEO is not a matter of trend, but of a competent choice of the market where all participants can achieve tangible results,’ explains Dmitriy.
Approach to partner selection
Dmitriy states that Growe Partners is true to its principles when choosing partners and cooperating with them further. The team knows its value and decides to cooperate with those who can offer expertise, ideas, or unique resources in return. ‘What’s important here is real synergy, when each party sees what value they are contributing and what they are getting.’
If the goals align, the team makes an all-in move: offering flexible solutions, sharing lessons learned, and trying new formats. These include developing a custom solution, learning, and jointly experimenting with out-of-the-box ideas. The company only starts work when it is sure that both parties benefit: ‘Conscious choice and unconditional involvement with a coincidence of interests makes us attractive on the market.’
Anything is possible mentality
According to Dmitriy, Growe Partners’ philosophy is that if you set the right goals and work hard to achieve them, anything is possible. The path to the company’s success is based on three components: team, focus on results, and openness to adaptation.
Ambition and team spirit make Growe Partners unique. Partners value the company for its targeted and impactful work, working together to achieve tangible results and share growth for mutual benefit. Therefore, SiGMA events provide the opportunity to network live with such teams around the world.
This article was first published in Russian on 11 April 2025.
Stay in the loop and join the biggest iGaming Community in the world with SiGMA’s Top 10 news countdown. Subscribe for weekly updates from the world’s iGaming authority and exclusive subscriber-only offers.
