Uzbekistan is one of the most developed countries in Central Asia (second only to Kazakhstan) with an average income of about 390$. Naturally, the most solvent population is concentrated in large cities, such as Tashkent and Navoi. However, the country itself is not large: Navoi has a population of only about 130,000, while Tashkent has 3 million people (we recommend that you feel free to target residents of this city the size of Kyiv). 

The total population of Uzbekistan is about 35 million people with an Internet penetration rate of 83.3%. This means that about 29.5 million people use the Internet on a regular basis. As you might guess, gambling here is more of a way to earn extra money than just have fun. Officially, gambling is prohibited in the country.

The local (not very stable) currency is the Uzbek Soum. As of 21.05.25, the exchange rate is 12,889.77 Soʻm to 1 USD. There is a clear delineation of the audience: it consists of two layers - Russian-speaking and Uzbek-speaking. It is often about the way of thinking, and therefore, promotion will require different approaches, which will be discussed further.

In addition to gambling, you can also launch betting. Due to official bans, the connections used for betting are gray, but here are some of our observations:

• We use the national mentality and FOMO
• We characterize the national mentality as follows: respect for elders, friendliness, mutual assistance, and adherence to traditions (Uzbeks are an ancient people)
• Eid al-Adha and Ramadan are your no-no's when spilling on Uzbeks, as these are religious Muslim holidays

Gut. It's quite simple: one of the most popular categories for distribution is potency (Facebook/Instagram scheme as placement + pre-order + sales page), as we are dealing with a culture where the level of sexual education is (still) low due to religion and the influence of traditions. A standardized "European" presentation will not work in Uzbekistan, but it is possible to spill over into TikTok with more unobtrusive home production.

Crypto and debit cards are not the right time. Firstly, it is difficult to find an audience, and secondly, the country is dominated by Muslims, which means that it will be difficult to work with de-identification and the de-identification approach in general. Unless you disguise dating sites as sites for long-term relationships: the audience is conservative, values their anonymity, and the younger generation ≠ increased interest in trading and adalt.

According to Digital 2024, 8.7 million people actively used social media in Uzbekistan, which is 24.6% of the country's total population. It seems like not a lot, but it is not: it is enough to have good numbers both in social media outreach and in optimizing the sticks) As for the operating systems of smartphones, from which the vast majority of people access the Internet, we are talking about 10,01% iOS users and 89,89% (!) Android users. 

When covering Uzbekistan, it is important for the web to remain a little more restrained than usual: no explicit images (associations are better), aggression, or references to alcohol. Static with emotions, demonstration of winnings, and the Uzbek language work well. It's also cool to use local realities, such as the game of ashichki, a traditional Uzbek dice game that will evoke nostalgia and trust among the local Uzbek-speaking audience. 

In general, the audience likes simple, clear promises with a WOW effect - quick results or winnings. The visuals should be as clear and rhythmically calm as possible: cozy, trustworthy stories work better than aggressive videos/statics with dynamic transitions.

Two of your concerns when launching in Uzbekistan are localization for the slow Internet and local culture. It's a CIS country, so there are Russian-speaking people and Uzbek-speaking people. The difference between the two is that it will be more difficult to bring Russian speakers to the deputy. But it's easier to work with Uzbek speakers, but we consider such traffic to be of lower quality. In short, the choice is yours - but don't forget about the slow Internet and the Runet/local Internet, because it's the key to this geo's envelope.

Another point: the society here is patriarchal, so it is better to target men, which is what we did (target audience - men 25+). Sors - ASO.

Traffic was pouring in for offers from Parimatch Aff through the affiliate program One Partners.

Paid goal: FTD

Minimum deposit: 20000 UZS

Capa: 30 FTD

Not paid for:  

• Motivated traffic
• Setting the minimum deposit amount in creatives
• Multi-accounts, fraud, chargebacks

Tequila: We launched in 2024. But if you are looking for a story about a "young team that is just gaining momentum" here, this is not for us. We didn't wear a "newbie" badge, but started working right away. We assembled a team, built a partnership, and developed our product.

Yes, we were not in the media - not because we are modest. We just thought it would be good to have something to say at first. And now we do. There is often a stereotype in the market: if we are new, we are still "green". But this is a myth. Just think of Little Groot from the Guardians of the Galaxy. Small does not mean weak. On the contrary, sometimes he holds the whole system.

Pros. Tequila is a team with experience in performance marketing, with its own technique, its own approach, and its own stubbornness to bring everything to a working state. We immediately started with the main things: launching systems, optimizing traffic, and building partnerships.

And now we are going public. Not to impress anyone, but to let you know that we exist. That 300+ partners are already working with us. And that if stability, normal communication, and a product that does not fall apart every now and then are important to you, then we definitely have something to talk about.

CEO Tequila says that the biggest thrill is seeing ideas turn into numbers.

HWYD: Tell us about your approach. What do you like most about what you do?

Tequila: Each team has its own "fuel system". For some, it's hype, for others, it's a quick start. У Tequila - character and people. It all started with a small but very stubborn team, where everyone is in their place, has expertise and a desire to show that it is possible to do things differently. This is what helped us grow and develop.
According to the team, they build processes on the gut feeling that it should work. This is probably about intuition gained through experience. But if something doesn't work, because we're all human, no one looks for excuses. Instead, the team changes its approach. В Tequila do not believe in magic, but in consistency, healthy perfectionism, and a team that does not merge at the first rollback.

HWYD: Why Tequila? It sounds too unusual for the affiliate sphere.

Tequila: It all started with love. For Latin America - its rhythms, colors, fire in the eyes and passion for life. It was even before the name appeared. Just a passion that cannot be imitated. And the idea to name the team after it grew out of it.
We were not looking for "something that sounds good in the digital environment". We were looking for meaning. Tequila - It is something strong, strong, not massive, with character, fiery. This is the choice of those who are not afraid of fire in themselves and in their work.
They say that tequila was born from a bolt of lightning that struck the heart of an agave. It seems that we can't think of a better metaphor for our launch. Because we are not about calm either. We are about energy, about a leap forward. About the drive that gives birth to real solutions.
We do not hunt for simple answers. We work with challenges. And we do it with the same expression with which the first shot is poured - decisively, sincerely, without fear. That's why Tequila is more than just a name. It is our boiling point. It's a symbol of how we see our work, people, and the idea of business: in a real way.

HWYD: How did your journey begin? Did you have any doubts at first?

Tequila: We started with a few people in the team (literally enough fingers on one hand to count). The numbers at the start were nothing special, to be honest. But we were not following the numbers, but the feeling that we knew what we wanted to build.

Each person has already had some experience that is difficult to measure in charts: media buy, affiliate marketing, product - we have already gone through all of this, and more than once. This time we decided to gather our strength in one place and do it our way.

Six months later, there were three times as many of us. And then it only got faster. We're growing so fast that there are times when it's hard to keep up with new names in chats rather than processes (and if someone has trouble with this, they know what we mean 😄).

But this is, in fact, the best indicator: it means we are doing everything right. People join and stay. Because behind the growth, we retain the main thing: the internal charge, the same culture of responsibility and focus on real results, not on beautiful presentations. And as long as we manage to combine expertise with humanity, we will continue to keep up the pace.

HWYD: Looking back at yourself at the start of the company, with your current experience, what would you say to yourself?

Tequila: Don't think that it will all start quickly. Give yourself time and just take it one step at a time. It will be hard, but we can do it. And also: the team is the most important thing. Trust that you have chosen the right people. And remember - the best advertising is returning partners.

Tequila: We are often asked: who are you looking for in your team? And we answer: well, technically, experienced people. But in reality, we are looking for our own people. Those with whom we can build a strategy and exchange memes on Friday.

Our selection process is not entirely based on resumes. We look for that fire in the eyes - when it is important for a person not just to complete a task, but to really dig into an idea, spin it from different angles and bring it to a result.

But we don't live in outer space either - hard skills matter. If you know your way around media buyers, affiliates, and arbitrage, you have a great base. If you are also not afraid of changes, know how to adapt to different people (and, spoiler alert, they are very different 😅), you are our hero.

And yes, we value analytical skills, initiative, and the ability to keep focus. But we value adequacy, humor, and healthy self-irony even more. Without these, how can you do anything? Because a team is not just skills. It is energy. And if it coincides, then the numbers go up and the results come.

HWYD: Is the company at the scaling stage or does it plan to scale?

Tequila: Right now, we are actively scaling up. It's like a lifestyle, so we don't stop:

• traffic is gaining momentum,
• the team is actively recruiting new specialists,
• internal product solutions move from paper to production.

By the way, right now we are actively looking for team leaders of buyer teams, strong media buyers, and business developers who are interested in building something systemic. If you've been looking for an entry point into a project with movement, meaning, and challenge for a long time, this is it.

HWYD: What is the next growth point for the company? How do you see it?

Tequila: Our next growth point is Tier-1. Not just new markets, but a new level of requirements that we are ready to reach. We are also focused on iGaming: we are launching new offers tailored to what works well now and will work even better in the future. The team is also actively building in-house tools and using all possible automation methods.

Do you attend international conferences? Do you plan to sponsor or have stands?

We have already been to iGB and SiGMA, and we are planning some interesting news for this year. We are currently actively negotiating a stand and sponsorship. More details to come. As we can say, it's coming soon. Our approach is to show ourselves when we have something to show.

HWYD: You are now entering the media. Are there any representatives of the company that you plan to make media personalities in the industry?

Tequila: The team is growing, and there are those among them who are already wanted to be heard, seen, and read in the industry. We are focusing on the affiliate and product teams. They have long deserved to be in the spotlight. So get ready - you will soon learn more about them.

HWYD: Tell us about your corporate events/teambuildings. How did they impress you and your guests?

Tequila: Well... we're not quite sure that we can tell you this openly (sly look). But in short: it was hot, loud, beautiful in its own way - and definitely unconventional. The last time we met as a team was at our villa in Cyprus. It's better not to read about it in the text - you'd better watch the video on Instagram. But for that matter, I want to end this block properly. Not with dry summaries, but as we did at the villa.

Finding the right offer means working with those offers that have already successfully proven themselves on the market. The advantage of such options is that they have already been tested by other webmasters who have found out their popularity among users and profitability. To find such an offer, you need to conduct a detailed analysis of the market and competitors.

Signs of a potentially profitable offer:

• high demand from the target audience and great relevance;
• adequate conditions;
• a quality product or service;
• good reputation of the advertiser or affiliate network;
• reliable support from managers.

Signs of a "toxic offer":

• unclear terms and conditions (unclear targeted actions, long hold, unreasonable reduction in the number of conversions, ban on multiple traffic sources);
• low quality of the product or service (the product promises unrealistic results, has many complaints, negative reviews);
• bad reputation of the advertiser or affiliate (negative reviews, lack of adequate support, lack of statistics, promises
• unrealistically high payments for simple targeted actions);
• high competition under unclear conditions. Most often, those who are not afraid to take risks drive traffic to "toxic" offers. However, inexperienced arbitrageurs should avoid such options, especially when the terms and conditions regarding targeted actions and payments are unclear.

Detailed analysis and careful attention will help you minimize all risks and focus on finding really promising offers.

Speaking of the "correctness" of the offer, it is also important to take into account the GEO where you are going to offer it. Experienced arbitrageurs are well aware that the same product may not be of interest to the audience in one area and may be extremely popular in another.

Of course, this is due to differences between markets, namely:

1. Mentality and cultural values. When launching an ad, you should understand that what is normally perceived in the culture of one country may be completely unacceptable in another. For example, Islamic-related offers will only work in certain GEOs with a predominant population of these religions.
2. The local economy and solvency of the population. Consider the average salary of your target audience. An expensive offer that fits perfectly in the Tier 1 GEO may be completely unaffordable for residents of low-income countries.
3. Legal restrictions. Some products or services may be prohibited in certain countries. Strict personal data protection regulations may make it difficult to collect and process data.
4. Competition. In GEOs where the offer is widely popular, it is quite difficult for arbitrageurs to break through and make money due to high competition. The price of a lead in such GEOs will be much higher and the conversion rate will be lower due to high demand.
5. Technologies. In countries with poor internet, offers with a large amount of data that require fast landing page loading will not work well. For video creatives or large pre-landscapes, you need fast internet.
6. Language difficulties. Inaccurate or low-quality machine translation of landing pages and creatives can not only cause skepticism, but also completely alienate a potential client. When translating, it's important to take into account local idioms and language peculiarities.
7. Seasonality and events. Some products are highly dependent on seasonality. For example, summer products and so on. Local holidays can either increase or decrease user purchasing activity.

Before launching a campaign, be sure to do a GEO analysis and take all these factors into account to make the campaign successful and profitable.

An arbitrage engine can influence the effectiveness of advertising campaigns even before the launch. The key is to choose the right advertiser and the offer they offer. Below, we will give you a checklist of recommendations for choosing the best offer that will help you to pour traffic into the plus.

1. Give preference to offers whose operators accept applications from customers 24/7. If a user waits until Monday to leave a request, he or she may forget and change their mind.
2. Statistics. Pay attention to how quickly statistics and orders are updated. Timely data is a guarantee that you will not be pouring traffic blindly.
3. A reliable affiliate network or advertiser. Cooperate only with reliable partners who have a lot of positive feedback from webmasters. Build good relationships with managers. This will allow you to receive specialized offers.
4. Conduct split testing. Choose an offer and test its value, the same offers at the same price from different affiliate programs.
5. Follow the trends. Offers can be seasonal, competitive, or relevant in a particular GEO.
6. Quality of the product or service. Evaluate the product: find reviews about it, study its composition, application features, effectiveness, etc.
7. Assess the quality of the landing page. It should load quickly, be easy to read, have a professional look, be optimized for mobile devices, not mislead the user, and not promise unrealistic results.
8. Your budget and skills. Evaluate whether the chosen offer is suitable for your experience and whether you have the means to scale.
9. Legal aspect. What vertical does the offer belong to? Are there any risks of blocking and legal issues? Does the selected offer comply with the rules of advertising platforms?

Using this checklist will give you an understanding of whether you should work with a particular product and whether you have enough knowledge and resources to do so. This way, you can increase the chances of success of your advertising campaigns.

EPC (Earn Per Click) - earnings per click. This is the average income that an arbitrageur receives from each click on your link. It is calculated as the total income for all clicks. A high EPC rate indicates good traffic monetization. Each click brings more money. A low EPC indicates poor traffic monetization. In general, this is a very important indicator for analyzing the effectiveness of traffic sources and connections. By comparing the EPC of different campaigns or sources, you can identify the most profitable ones.

CR (Conversion Rate) - Conversion rate. Displays the percentage of users who performed the targeted action (e.g., left a request, made a purchase, installed an app) out of the total number of people who clicked on your ad. A high CR means that your audience responds well to the offer and the landing page effectively converts visitors into leads or customers. A low CR indicates that the traffic is not targeted or the landing page does not convince users to perform the targeted action. CR shows how well your traffic converts to the desired result. This is a key factor in profitability.

Hold (Holding period). This is the time during which the affiliate program or advertiser checks the completed conversions before confirming them and paying out the reward. A long hold means that you have to wait longer for the payout. This may be due to product features (for example, the return period) or lead quality checking procedures. A short Hold allows you to receive payments faster and reinvest funds. Hold affects your working capital. The shorter the hold, the faster you get paid.

Approval Rate. Refers to the percentage of leads or actions that have been approved by the advertiser as eligible out of the total number of leads or targeted actions you have generated. A high Approval Rate means that the majority of your traffic is leading to quality leads or actions that the advertiser approves. A low Approval Rate may indicate low-quality traffic, non-compliance with offer requirements, or advertiser dishonesty (caveat). Approval Rate directly affects your income. A high CR can be useless if most of the leads are not confirmed.

By analyzing these metrics in combination, you can more accurately evaluate the effectiveness of your advertising campaigns and optimize them to increase profits.

Seasonality means that demand for certain goods or services varies significantly depending on the time of year, holidays, or other events. Examples of seasonal offers include summer and winter products (swimwear, heaters, gifts for certain holidays, training courses, travel offers, vitamins).

To properly account for seasonality, consider the following factors:

• launch advertising campaigns well in advance of the season to warm up the audience and collect the first leads before the peak demand;
• track the dynamics of demand for goods or services you are interested in throughout the year;
• adapt your creatives and landing pages to the current season.

During periods of high demand, competition can increase, which leads to higher traffic prices. Be prepared to adjust your bids. During periods of decline, you can reduce activity or look for other offers.

A landing page is a landing page that a user gets to after clicking on your ad. Its main task is to convince the visitor to perform the target action (conversion).

The key elements of good landing pages:

• a catchy headline. It should be clear, attractive, and triggering for the audience, grabbing attention from the first seconds of reading;
• visual elements, such as videos or images, should be of high quality and show your product well;
• benefits on the landing page should be clear and understandable. Focus on solving problems or meeting needs;
• use social proof, such as customer reviews, clinical studies, and quality certificates;
• Call to Action (CTA). A bright, noticeable button or form with a clear call to action (for example, "Buy now", "Request a consultation", "Download for free");
• the application form should be simple and clear, requesting only the necessary information;
• provide detailed information about the product/service: characteristics, terms of use, etc. (depending on the offer);
• guarantees (if any): refunds, support, etc., which reduces user fear.

Localization is the adaptation of your landing page to a specific region and target audience.

What localization includes:

• translation of the entire text into the native language of the target audience. It is important not just to translate, but to adapt the content and style;
• displaying prices in local currency;
• payment systems: offer popular payment methods in the region;
• Consider all local traditions, humor, and images. Avoid culturally sensitive topics;
• provide local phone numbers and addresses (if applicable).

Localization helps to increase user trust, improve understanding of the offer, and increase conversions.
Adaptability (or responsive design) means that your landing page is displayed correctly on any device: computers, tablets, and smartphones. This is important because most Internet traffic comes from mobile devices; a non-responsive landing page looks bad on mobile, which leads to a high bounce rate; search engines prefer responsive websites.

To test adaptability:

• view your landing page on different devices;
• use developer tools in the browser to emulate different screens.

Creating trust on a landing page is critical, especially if you are working with a new audience or offering an unfamiliar product/service.

Elements that increase trust:

• reviews of real customers with photos (if possible), ratings, comments;
• certificates confirming the quality of your product;
• Return policy and quality assurance should be clearly stated;
• availability of contact information (phone, email, address);
• privacy policy and terms of use;
• professional, neat, modern design creates an impression of reliability.

All these elements are parts of a good landing page.

White Hat. Promote offers in a legal and ethical manner, in full compliance with the rules of advertising platforms (Google Ads, Facebook Ads, etc.) and the law.

Characteristic features of White Hat:

• use of authorized traffic sources;
• truthful and transparent advertising that corresponds to reality;
• promotion of legal and high-quality goods/services;
• focus on long-term results and building trust with the audience.

Black Hat. Use of unethical, often illegal or directly prohibited by the rules of advertising platforms methods to attract traffic and generate conversions.

Characteristic features:

• violation of the rules of advertising networks (cloaking, fake accounts, aggressive advertising);
• misleading users (misdirection, scam offers);
• promotion of dubious or prohibited goods/services (unlicensed gambling, adalts, pyramid schemes);
• focus on making a quick buck without worrying about the consequences.

Gray Hat. It is located in the middle between the "white" and "black" approaches. Includes methods that do not formally violate the rules directly, but may be on the verge of doing so or may use loopholes in the rules, and may raise ethical questions.

Characteristic features:

• the use of ambiguous methods that may be considered by advertising platforms as violations;
• the use of "tricks" to attract attention (for example, clickbait, but not overtly misleading);
• promotion of offers in "gray" niches (for example, some nurture offers with exaggerated promises);
• the risk of banning accounts is higher than with the white approach, but lower than with the black approach.

What works now?

Advertising platforms are becoming stricter in their moderation, actively fighting violations and improving their algorithms to detect fraudulent advertising. Nevertheless, experienced buyers who know how to work with gray and black offers can make a high profit on such campaigns.
"White" methods have a high chance of success. Although they may require more time and effort to achieve results, they provide stability, predictability, and minimize the risks of blocking and fines. Working with legal offers and transparent methods allows you to build long-term relationships with advertising platforms and audiences.
Although "black" methods can generate quick income, they are associated with very high risks: account bans, loss of funds, and legal consequences. Their effectiveness is constantly decreasing due to the fight against them by advertising systems.

Tier 1 (USA, Canada, Australia, UK): what works? What is the competition like? Features of users.

GEO is highly competitive. These markets are mature, with a large number of experienced arbitrageurs and large teams. To make good money here, you need careful development of creatives, in-depth audience analysis, and often significant testing budgets.
This GEO includes such areas as E-commerce, Finance, Education, Health and Beauty, and Software/SaaS. The Tier 1 audience is characterized by high solvency, online shopping habits, demanding product and service quality, high awareness of online marketing, and the importance of brand and reputation.

Tier 2 (Europe, Latam): current verticals.

Tier 2 markets are more diverse in terms of language, culture, and ability to pay. Localization of creatives and landing pages is required. Competition is lower than in Tier 1, but still significant.

Relevant verticals:

• Europe. E-commerce (with a focus on local brands), finance (taking into account local regulations), gambling/betting (where allowed), various lead generation offers (insurance, auto);
• Latam. E-commerce (a fast-growing market), mobile applications (games, utilities), finance (microcredits), wellness (especially weight loss and men's health), gambling/betting (where regulated).

Tier 3 (India, Philippines, Africa): cheap traffic ≠ easy money.

Traffic in these countries may be cheaper, but conversion rates are often much lower due to the low solvency of the population, user behavior, and the quality of the Internet.

What can work:

• Mobile apps (especially entertainment and utility apps);
• Some gut offers (based on local preferences);
• Lead generation (for example, microloans);
• Sometimes it's simple e-commerce offers with a low price.

Users in this GEO are more price-sensitive. Mobile traffic predominates here, often with slow internet. The population has a low level of trust in online shopping. There is a huge variety of languages and cultures within one GEO.

Ukraine/Kazakhstan/Poland - local nuances and opportunities.

The economic situation in Ukraine affects the solvency of the population. Social media (Telegram, Instagram, Facebook) are popular in this GEO. Developing e-commerce market. Opportunities: E-commerce (especially local goods), finance (microcredits), gut, gaming offers. Competition is lower than in Tier 1.

Kazakhstan has its own specifics in payment systems. Growing e-commerce market. Opportunities: E-commerce, finance, mobile applications, gut. Competition is moderate.

Poland has a mature e-commerce market and a high popularity of local marketplaces. Opportunities: E-commerce, finance, various lead generation offers, gambling/betting (regulated). Competition is higher than in Ukraine/Kazakhstan, closer to Tier 2.

To properly test offers, you need to define the goal, what exactly you want to find out: whether the offer converts, which traffic source is right for you, which creatives work best. Analyze the target audience, available traffic sources, and determine which connections can be successful.

Prepare the necessary materials:

• Creatives (banners, teasers, videos).
• Landing pages/pre-landsing pages (if necessary).
• Set up targeting in the selected traffic source.

Set an adequate test budget. It should be sufficient to obtain a significant amount of data to draw reasonable conclusions. Too small a budget can lead to false negative results.

Determine the volume of traffic: the number of clicks/impressions required to evaluate the effectiveness of the link. It depends on the expected CR and the desired statistical significance.

Set up tracking: make sure you are tracking all key metrics correctly: clicks, impressions, conversions, cost per conversion, EPC, CR. Use trackers (Keitaro, Binom, etc.) or built-in analytics tools of your ad network and affiliate program.

Do not focus only on payout instead of real ROI. Many novice arbitrageurs are tempted by a high payout per conversion without considering other key factors such as conversion rate (CR), cost of traffic in the new geo, and approval rate. A high payout does not guarantee profit. If your CR is low and your cost per lead is high, you may spend a lot of money and get few conversions, even with a high payout. The real ROI (Return on Investment) depends on a set of metrics. Always estimate the potential ROI by predicting the CR and cost of traffic for a new geo. Conduct a preliminary market and competition analysis.

Mistake number two is ignoring cultural and language barriers. Advertising can be incomprehensible, offensive, or simply irrelevant to the local audience. This leads to low CR and budget drain. To avoid this mistake, conduct research on the cultural characteristics, mentality, and humor of the target audience. Provide high-quality translation and localization of all advertising materials.

The next mistake is underestimating the technical support of the offer (bad call center - wasted budget). A bad call center can "drain" your leads without bringing them to a sale (low upsell). Non-responsive or incompetent advertiser support can delay problem solving and lead to loss of time and money. Whenever possible, always ask for feedback on the work of the call center and support team. If possible, test the interaction process. Check the call center's working hours and the language of communication of operators.