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Affiliate growth and why investors need to bring more than just money to the table
The funding trap
“Finding money in iGaming isn’t the problem,” she says. “The problem is that many take money just for the sake of it – and then fail.”
In her view, too many young affiliate or media-buying startups rush toward the first cheque that comes their way, often from investors who add no real value.
LY Group plans to address that head-on, connecting startups not only with capital but with companies willing to test their ideas “on real products.” It’s a model that ties funding to function and weeds out vanity projects early.
Tokenomics: the underestimated science
Levkovich’s work extends deep into Web3, where she helps clients design tokenomics and go-to-market strategies. It’s an area, she insists, that most founders still underestimate. “Tokenomics isn’t about deciding what percentage goes to founders or the market,” she explains. “It’s about creating a sustainable balance between scarcity and demand.”
That balance, she argues, takes months to design and costs serious money if done properly. LY Group’s tokenomics division is led by Mohammed Ezeldin from Animoca Brands, and their first test is always the same: how willing is the team to listen? “If they’re not open to expert advice, that’s an immediate red flag,” she says.
Short-term thinking is another killer. “Founders who chase quick money fail before they even launch,” she says flatly. LY Group’s own investment focus, by contrast, stays on RWA (real-world assets) and AI – areas where she sees “tangible utility and revenue, not dreams of billions in a million years.”
Across the broader startup ecosystem, investors in the creator and affiliate economy are shifting focus from influencer metrics to performance-based partnerships and AI-driven analytics that prove real ROI. The days of “growth at any cost” are fading, replaced by what VCs now call “measured momentum.” It’s an ethos that mirrors Levkovich’s own approach of strategic funding tied to measurable value rather than hype.
A similar shift is playing out in Web3. According to a 2025 industry analysis on Token Architecture Strategies, many projects still collapse under the weight of flawed tokenomics – from unrealistic timelines to supply-demand mismatches and regulatory blind spots. The report argues that only projects with clear monetisation pathways attract long-term capital. In that sense, Levkovich’s insistence on structure before speculation is perceptive.
Matchmaking with thought
At the first LY Group event, seven projects pitched to sixty investors, a strong turnout for a debut. But for Levkovich, the goal wasn’t just numbers. “Each project signed an agreement with us, and we’ll take a percentage from any investment raised. But what matters more is how many meaningful encounters they have after the event.”
Her idea of success is refreshingly modest: “If even one project raises funds and brings its idea to life, that’s a win.”
Future editions, she says, will be “less about more caviar and champagne and more about real 1-on-1 sessions and deeper conversations.”
Measuring what really matters
In affiliate marketing, Levkovich divides the field into two tribes: those who experiment relentlessly, and those who stick to proven traffic. “Both can win,” she says, “but it depends on the founders’ mindset.”
Her company recently launched a Master Affiliate service that tailors outreach based on each client’s risk appetite – a data-driven model that reflects the industry’s growing sophistication.
As privacy laws tighten, she also sees a coming revolution in how tracking and attribution work. Having started her career in affiliate tracking, she’s candid about the flaws in today’s systems. “I’m still surprised no one has built a proper blockchain-based tracking solution,” she says. “It would bring transparency and trust for everyone. Whoever cracks it first will change the industry.”
The real and the hype
Levkovich’s background, including a stint at an Animoca Brands portfolio company, gives her a sharp eye for substance. She only reviews projects that show real monetisation potential. “Launching a token should come after you’ve built something sustainable,” she says. “Only about 2% of tokens actually survive. The rest? Fundraising tools disguised as innovation.”
A 50K question
Asked how she’d spend €50,000 on a three-month growth sprint, Levkovich doesn’t hesitate: context is everything.
“For Web3 B2B, I’d host 2–3 side events at major conferences like Token2049 – that’s where deals get done. For B2C, hire a social media specialist who can go viral organically.”
And for iGaming? “If it’s B2B, invest in creative PR and memorable giveaways during events like SiGMA or SBC. If it’s B2C, test traffic sources relentlessly – and scale what works.”
A builder’s mindset
Yana Levkovich’s pragmatism stands out. Her formula is simple: take your time, find investors who add value, and design systems that last.
“I don’t believe in luck,” she says with a small smile. “I believe in preparation. The rest is just timing.”
Yana Levkovich is the Founder of LY Group, an investment and advisory boutique bridging Web3, affiliate marketing, and iGaming ventures.
