Affiliate Success
Affiliate Interviews: Håkan Klingén of NicerOdds.co.uk
In this new Affiliate Interview you can get to know a true veteran of the industry.
Name: Håkan Klingén
Age: 48
Hometown: Stockholm
Living in: Sweden
Profession/Job title: Everything at NicerOdds.co.uk
GAV: Hello Hakan, tell us a bit about yourself, we would like to get know the real Hakan, the main person behind Nicerodds.co.uk. What was the main idea of developing this great odds comparison website?
Håkan: I was a professional bettor for many years and needed a tool for odds comparisons. At that time no odds comparison site was good at outright odds or novelty bets odds, so that is my focus.
GAV: We know that you’re active in the industry since the late 1980’s! What were the bumps on your road when you got started and how did you overcome them?
Håkan: Well, I started to place bets at different bookmakers in the 80’s, but you got higher and higher odds for every year… If we talk about my business, I had worked with outsourcing since the 80’s and today it is much easier for you to focus on what you do best and find freelancers to help you with the other things, even if it is small things.
GAV: We have surfed your site and found some high quality content. Are you writing it by yourself or you have a team of people writing for you?
Håkan: Thank you. I have NicerOdds.co.uk in 29 languages and have one freelancer for every language version and some extra for the English one – let’s say one for every sport.
GAV: How do you keep the content always fresh and devoid of clutter when a lot of fluff and nonsense appear on the Internet on a daily basis?
Håkan: Take help with what you don’t have time to do.
GAV: We are sure that you receive daily messages from Affiliate Managers showcasing their products. You of course select them by the brands they work with; but what are your thoughts on how Affiliate Manager-Affiliate relationships should be built?
Håkan: Well, of course it is more fun to answer messages from people I had met. After seven years of affiliate conferences some people has changed company sometimes. What was the question again?…
GAV: How do you see the future of the online betting industry? For instance, will it become a truly global phenomenon in the near future?
Håkan: Yes, some politicians think that if you turn off the crane people stop being thirsty, but we all know that that’s not true.
GAV: How was the affiliate industry when you first got started? Fill us in a bit!
Håkan: I started as an affiliate 1999 and started to focus on iGaming 2003. I think it was in 2007 I first had some contact with an affiliate manager (before that there was most self service by the web for affiliates) and 2009 I started to visit conferences.
GAV: Can you name one change that you want to see in the sports betting / online casino affiliate ecosystem?
Håkan: I am looking forward to even more fun odds on novelty bets.
GAV: What advise you would like to offer to the new affiliates who are looking to venture into this great industry?
Håkan: Focus on what you do best. After 14 years with the same site I still only have 1 site (but in 29 langauge versions). I still have focus on odds, because that is what I know best.
GAV: What is your opinion about Binary Options / Trading ?
Håkan: No one..
GAV: How about the BitCoin?
Håkan: I think peer-to-peer is the future. That doesn’t mean BitCoin will be the winner. Google was not the first search engine…
GAV: Do you attend any iGaming or affiliate conferences? If so, which one is your favorite and what is your most fun experience?
Håkan: I visit Amsterdam every year. I am looking forward to meet everyone there.
GAV: How do you rate the chances of Eastern Europe becoming potential gaming hot-spot of the future? Where do you think the region must improve upon?
Håkan: Sorry. I live up in cold Sweden and have no idea…
GAV: Alright, here comes the fun part…., where would you like to travel in Eastern Europe, some part of the region maybe that you haven’t visited yet and favorite destination around the world.
Håkan: I had never been to Budapest. I am sorry I can’t visit the conference in Budapest this year, but hopefully next year…
GAV: Where you wouldn’t want to travel in Eastern Europe?
Håkan: Haha. I think you should focus on what you do – and don’t on what you don’t do.
GAV: What is your opinion about gamblingaffiliatevoice.com?
Håkan: I work alone from my home so it is very interesting to read about other affiliates and other things on your site.
GAV: Thanks for the interview Håkan, it was a real pleasure. We wish you all the best and enjoy the summer!
If you would like to suggest subjects for future affiliate interviews, be sure to send your suggestions to: [email protected]
QMRA is a Compliance Quality Mark for iGaming Affiliates, launched by XY Legal Solutions B.V. (XYLS). XYLS launched a Dutch Quality Mark, KVA (https://kva.nl/), in September 2021, now working with numerous operators (LeoVegas, ComeOn, 711, TonyBet, Hard Rock Casino) and 90+ members.
In February 2024, QMRA was launched. Affiliates from the following markets were able to apply for the Quality Mark: Belgium, Spain, Denmark, Germany, Norway, Sweden, USA Michigan, The UK, Ontario and Estonia. As of today, Italian affiliates will be able to join QMRA as well. Applicants will receive:
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- A Compliance Report, containing compliance feedback if needed, in certain cases usable for obtaining a Meta Ads License;
- A specific Online Certificate about the member website, explaining its compliance (https://qmra.eu/members/affiliates/);
- Possibility to consult the QMRA team on compliance related questions.
Several joined since launch, representing all available markets so far. Among joining companies were Leadstar, ADM Group, BetFans, Game Lounge and Gentoo. Game Lounge and Gentoo decided to make QMRA official company policy. Sitebee, a Gentoo launched Compliance Tool, announced an official partnership with QMRA on legal support last week.
Casino Guru, the world’s largest and most up-to-date database of online casinos, has landed on the shortlist for SBC Awards 2024 in the Casino Affiliate of the Year category.
Casino Guru, which has processed more than 6,930 casinos, and prides itself on the world’s largest forum community built around informing players, enters a competitive field of 12 contestants all vying for the distinction.
SBC Awards 2024 is due to take place on September 26 at the MEO Arena on the final day of the SBC Summit, celebrating industry-wide achievements. Casino Guru is proud to be shortlisted for this important accolade. The company has worked tirelessly to establish itself at the top of the industry.
In embracing the affiliate business model, Casino Guru has created a groundbreaking and industry-shifting paradigm through the introduction of the Safety Index, a complex algorithm powered by big data, consumer feedback, and a meticulously in-house analyst team that has allowed Casino Guru to not only be the go-to repository for online casinos but also provide players with a credible source of information when it comes to the inherent trustworthiness of each casino brand listed in the constantly-growing database.
In welcoming the nomination, Šimon Vincze, Head of Sustainable & Safer Gambling, said: “I am thrilled to see Casino Guru shortlisted for the category again this year! Our competitors for the winner are recognised companies with a considerable impact on the online gambling affiliate business. The criteria for the winner go beyond our unique approach to affiliation and consider growth in multiple areas. I am convinced that we have much to offer in this sense as well, and I am looking forward to the judge’s conclusion.”
The Safety Index in particular has been a dynamic and living ecosystem that has been evolving on a weekly and monthly basis, registering movements in casinos’ overall ranking based on a comprehensive set of factors, such as complaint resolution, terms and conditions, licensing issues and more.
Having those efforts recognized by the SBC Summit Awards is a huge milestone for the company, which has operated with an unwavering commitment to bringing consumers the best possible choices from a database that easily constitutes the world’s largest.
Casino Guru is a trailblazer in building an affiliate business that is fully consumer-focused and consumer-facing, by offering an uncompromising, verifiable and transparent accreditation process that ultimately benefits consumers and helps match their preferences with the best casino brand.
Casino Guru is looking forward to September 26 and is excited about the opportunity to demonstrate to the panel of judges that the company is committed to raising standards for the way consumers engage with the industry in a manner that protects consumers and distinguishes the best operators and brands on the market, helping drive a sustainable and healthy environment for all.
ReferOn, a state-of-the-art affiliate management platform, announces its nomination in the Acquisition & Retention Partner category at the prestigious SBC Awards 2024.
The inclusion in this category highlights ReferOn’s efforts to create and develop a targeted product for the needs of the iGaming industry, recognizing the team’s innovative approach and notable results in the field of affiliate marketing.
ReferOn’s nomination as an Acquisition & Retention Partner confirms that the affiliate management platform has proven its effectiveness and understanding of customer needs, as noted by the judging committee. Designed with years of iGaming experience its team, ReferOn caters to the specific needs of affiliates and managers, offering a flexible and scalable solution for managing large networks of companies in one comprehensive hub.
Alexia Gauci, B2B Sales Manager of ReferOn, commented on the nomination: “Being mentioned in the ‘Acquisition and Retention Partner’ category at the SBC Awards 2024 means a lot for our team. We are providing innovative solutions that meet the evolving needs of iGaming professionals. We’re continuously enhancing the platform’s capabilities so our clients can solve the issues they are facing & achieve business goals.”
ReferOn brings reporting capabilities, robust back-office functions, and unique reward mechanics, all designed to simplify administration and enhance data control. With features like Sub-Affiliation and Independent Deal Calculations (IDC), ReferOn offers transparency and flexibility, helping users with tracking key metrics easily for quick data-driven decisions.
In addition to its technical improvements, ReferOn started educational initiatives & received good feedback from the audience. The team already conducted two free seminars, “ReferOn Insights” for Operators and Affiliates to provide valuable knowledge and strategies for maximizing affiliate marketing success.
The ReferOn team will be exhibiting at SBC Summit 2024 in Lisbon and will showcase its latest developments and offerings at booth F430 from 24-26 September. Visitors will be able to ask ReferOn representatives questions and learn more about the platform’s advanced features and innovations.
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