In January, PIN-UP Partners took part in iGB Barcelona, where the company officially announced several important updates. One of the key highlights was a partnership with one of Europe’s most recognisable football clubs, Sevilla FC. PIN-UP Partners became the club’s regional partner in Latin America, with the collaboration first presented on January 20–21 during iGB Affiliate.
For PIN-UP Partners, iGB Barcelona was a working platform rather than just an exhibition. The team spent several intensive days meeting with partners, webmasters, media, and industry representatives. These conversations clearly showed how the affiliate program’s growth logic has changed over the past year, shifting from volume to traffic quality and long-term value.
In interviews with RevPanda, the PIN-UP Partners team shared which management decisions shaped 2025 and why traditional performance metrics are no longer enough.
Why Fast Metrics are No Longer Enough
As the affiliate program scaled, PIN-UP Partners reconsidered how channel performance is measured. The focus moved beyond initial monetisation to understanding the long-term value each traffic source brings.
Alex Riddick, CEO of PIN-UP Partners, explains:
We moved away from simplified traffic evaluation. Today, it’s not just about initial monetisation or metrics like LQW and RQ. What really matters is how much revenue a partner channel generates through returning and existing players over time.
This approach directly influenced partner terms. They became more flexible but also more closely tied to real traffic behaviour and quality rather than formal indicators. According to the team, this makes it possible to scale while keeping transparency and predictability for webmasters.
LATAM as the Key Region of 2025
By the end of 2025, LATAM had become PIN-UP Partners’ core growth region. The company sees a strong mix of market potential, traffic quality, and the opportunity to build a more mature partner model.
Alex Riddick says:
For us, LATAM is not just another GEO. It’s a region that required a full rethink of our processes and a much deeper operational focus.
The experience gained in LATAM now serves as a foundation for further expansion and has influenced how PIN-UP Partners approaches new markets.
Standardisation without Manual Exceptions
In 2025, PIN-UP Partners rebuilt its entire system of working with webmasters. Key processes were standardised, from terms and communication to decision-making principles, while keeping the flexibility partners need.
This helped maintain quality as volumes grew and reduced risks linked to inconsistent or unpredictable decisions.
Teams as the Foundation of Growth
Another major step was strengthening teams that work directly with traffic and partners. Over the year, the media buying team doubled in size. Alex Riddick notes:
Scaling without reinforcing key teams quickly leads to overload. Expanding media buying and partner operations was a conscious management decision for us.
PIN-UP Partners continues to hire middle and senior specialists. Alongside technical expertise, the company places strong emphasis on soft skills, including ownership, partnership mindset, and result orientation.
Focus for 2026
In 2026, PIN-UP Partners will continue to focus on LATAM, as well as Africa. These regions are seen as long-term growth markets, where the company is building infrastructure and a clear scaling model in advance. Traffic source diversification and adapting strategies to different platform types also remain key priorities.
What’s Next?
The next major event for PIN-UP Partners will be Affiliate World Dubai, taking place on March 4–5, where the team will be present with a booth.