Recently, we had the pleasure of speaking with GG.Agency, a leader in the mVAS niche.
Olya Fetisova, Head of Affiliate Programs at Golden Goose, shared her expertise on how mVAS operates, the challenges it brings, and the opportunities it offers. Whether you’re new to media buying or a seasoned professional — those insights will come in handy.
Exclusive Interview with Golden Goose
Host: Olya, let’s start with the basics. What exactly is mVAS, and why is it gaining traction in the market?
Olya: mVAS refers to additional services offered by mobile operators beyond their core telecom services. These often include entertainment options like games, music, antivirus software, quizzes, and more.
The key driver for its popularity is the seamless user flow and monetization model, particularly via Direct Carrier Billing (DCB). With DCB, users can pay directly through their mobile carrier, making it incredibly user-friendly. This seamless approach has made mVAS the preferred choice for monetization worldwide.
Host: Golden Goose has been a standout name in this space. Can you share a bit about your journey and achievements?
Olya: Absolutely. Golden Goose was established in 2016 and has since become the largest hub for mVAS offers worldwide. We’ve received multiple rewards, including the MAC Conference 2024 award and recognition at Affiliate World.
Our focus on innovation and supporting our partners has helped us maintain our leadership position in this niche.
Host: What makes the mVAS vertical attractive for media buyers?
Olya: For media buyers, mVAS offers one of the easiest entry points. The flows are simple — like one-click or two-click conversions — and the risk of chargebacks is minimal compared to other niches like crypto.
The payout system is transparent and fast, with daily payments, which is rare in affiliate marketing. Additionally, our offers often require minimal testing investment, making it ideal for beginners and veterans alike.
Host: Speaking of flows, could you explain the different types?
Olya: Certainly. In the mVAS niche, the term “flow” describes the user journey from interaction to subscription activation. Here are the primary types:
- Click Flow: Users subscribe with just one or two clicks — this is the simplest and most popular.
- PIN Flow: Users enter their phone number and verify it with a PIN code sent via SMS.
- Click-to-SMS: Users send an SMS to confirm their subscription by clicking a button.
Each flow is customized to provide a smooth and intuitive experience that promotes high conversion rates.
Host: What GEOs perform best for mVAS, and what trends do you foresee?
Olya: The highest-performing regions include:
- Africa
- Asia
- The Arab world
For example, Nigeria and Kenya are top contributors due to their large populations and high mobile penetration. However, we’re also seeing growing potential in regions like the Middle East and Southeast Asia, with markets like Malaysia and the Philippines showing impressive results. Europe, especially Spain and Germany, is also profitable but more competitive.
Host: Transparency is a big concern in affiliate marketing. How does Golden Goose address this?
Olya: Transparency is one of our core principles. Every conversion is tracked and reported in real time.
Our reputation speaks for itself — we’ve never had issues with delayed or withheld payments. What’s more, we employ a quality control team to filter out fraudulent traffic, ensuring our partners and advertisers can work with confidence.
Host: What’s next for the mVAS industry, and how is Golden Goose preparing for the future?
Olya: The mVAS industry is evolving rapidly. We are entering new GEOs and developing our services to complement our existing offerings. This year, we’ve presented a global marketplace where media buyers and advertisers can collaborate more effectively. We’re also improving our own services.
Our Last Words
The mVAS niche remains a strong opportunity for both advertisers and affiliates.
With its focus on innovation, transparency, and user experience, Golden Goose is at the forefront of this growing space. Whether you’re an experienced media buyer or just starting out, this vertical offers unbeatable opportunities.
For more details, visit Golden Goose’s official blog or connect with their team for personalized guidance.
And also, don’t forget to follow the Keitaro Tracker blog for more interviews and insights in the future.
