Novara Limited (Yesly)
- Founded
- 2019-01-01
Novara Limited, branded as Yesly, is a direct iGaming advertiser that operates its own in-house network of proprietary brands, acting as both advertiser and publisher within the affiliate marketing ecosystem. Founded in 2019, the company focuses on Tier-1 and Tier-2 markets, leveraging SEO, Google Ads, ASO, and UAC channels to drive high-quality traffic. Its platform combines gamification mechanics with a unique bonus system designed to improve player retention and lifetime value. Yesly emphasises quick payment processing and transparent rules to attract quality traffic sources, positioning itself as a disruptive alternative to traditional affiliate networks. The company has exhibited at major industry events such as SiGMA Europe and SiGMA World, indicating active B2B engagement. Led by Founder & CEO Alea Alexandre Tomic, Yesly maintains a lean public profile but appears well-positioned for scalable growth in the iGaming performance marketing sector.
Detailed Review
Business Model
Novara Limited (Yesly) is a direct iGaming advertiser that has built its own network of owned brands rather than relying on third-party affiliates. This vertically integrated approach allows full control over the user acquisition funnel, from traffic sourcing through to monetisation. The company accepts traffic exclusively from premium sources such as SEO, Google Ads, ASO, and UAC, ensuring high-intent users enter its ecosystem. Revenue is generated through player activity on its in-house brands, with retention boosted by a proprietary gamification engine and bonus system.
Market Position & History
Founded in 2019 (per SiGMA World sponsor/exhibitor data), Yesly quickly established a presence in the competitive iGaming performance marketing sector. It targets both mature Tier-1 markets (e.g., UK, Germany, US) and emerging Tier-2 countries, suggesting a balanced growth strategy. The company has participated in major industry gatherings such as SiGMA Europe and SiGMA World, demonstrating investment in B2B visibility and partnerships. Its value proposition centres on offering a direct, transparent alternative to conventional affiliate networks, appealing to traffic partners seeking reliable payments and fair terms.
Products & Platforms
Yesly’s core platform is the Yesly Performance Network, an in-house network of owned iGaming brands that serves as direct advertising inventory. Complementing this is a Gamification Engine that employs game-like mechanics and a unique bonus system to improve player engagement and extend lifetime value. The infrastructure is designed to accept only premium traffic from SEO, Google Ads, ASO, and UAC, maintaining high-quality user flow.
Leadership & Team
Founder & CEO Alea Alexandre Tomic is the only publicly confirmed executive. A SiGMA Europe 2026 profile lists Tomic as Founder & CEO, and also mentions a Co-Founder & Head of BizDev under the initials “NO,” but the full name has not been resolved from public sources. No other C-level roles (CTO, CCO, COO, CFO) have been identified. Headcount and detailed financials are not publicly disclosed.
Recent Developments & Outlook
Yesly continues to participate in industry events and has maintained a consistent positioning as a direct iGaming advertiser with a proprietary brand network. As the iGaming industry moves towards vertically integrated solutions, Yesly appears well-placed to offer a turn-key traffic and retention platform. However, the lack of public information on financials, licensing, or specific brand names limits a deeper competitive assessment.
Key Products
Yesly Performance Network
An in-house network of owned iGaming brands that serves as direct advertising inventory, allowing Yesly to control the full user acquisition funnel.
Gamification Engine
Engages users through game-like mechanics and a unique bonus system designed to improve player retention and lifetime value.