Seven Star Digital (SSD) was founded by Luke Eales in 2016 with the aim to provide better gambling comparison services to consumers in the UK and beyond. Since then, SSD’s first website TopRatedCasinos.co.uk has consolidated a very strong position in both PPC and SEO channels within the UK Casino industry, delivering thousands of FTDs to licensed casino operators every month. With a vision for creating a truly comprehensive global online gambling comparison site across all verticals, the company launched Compare.bet in October 2017. Seven Star Digital currently employs a dozen talented marketers and technologists in its London HQ.
Name: Luke Eales
Living in: London
Favorite Food: Italian
Must Read Book: The Pig That Wants To Be Eaten by Julian Baggini
Job title: Founder & CEO
GAV: Hi Luke, tell us and our readers as well, a little bit about yourself, we want to know who Luke really is. How did your career start in the industry? What was your first job?
Luke: This is my first real activity in the gambling industry. But if we’re talking digital marketing, I got started back in 2003. Personal SEO projects made for a nice side earner while studying – at the time I had no inkling that it’d become a career.
GAV: Do you still remember when you first heard about gambling or online casinos?
Luke: It was probably about fifteen years ago – I set up a very small and unsuccessful affiliate site with my brother called Bonkers Betting! It’s hard to avoid the industry when working in digital. Partly because it’s an incubator for bleeding edge acquisition tactics.
GAV: Since there are thousands of websites and portals in this niche out there, where do you think your websites stand at this moment and what is that plus that the other comparison portals don’t have?
Luke: One of our strengths is we’ve come from outside the industry with a fresh perspective. Our inspiration also comes from outside the industry – the big travel and insurance comparison sites for starters. They’re a long way ahead of gambling comparison, but we’re aiming to catch up fast – in terms of content, user experience and brand.
GAV: Tell us about your team a bit!
Luke: We’re based in Shoreditch – hipster central in London. The area has a great buzz, full of startups, as well as vibrant bars, restaurants and galleries. There are currently around a dozen of us at the company, spanning marketing, commercial and tech. We’ve got a great bunch of people all striving to take gambling comparison to the next level. Also, we’re hiring!
GAV: What kind of SEO, digital marketing or affiliate techniques do you follow this year, and how about any new upcoming trends?
Luke: For us, the definition of good digital marketing doesn’t necessarily change monthly or even yearly. Paid search, paid social, organic search – the platforms and behaviours evolve, of course. We’re less focused on the next new thing, tactical marketing trick or short-term win. For us the differentiation is in execution, organisational agility and deep understanding of our lines of business. This allows us to adapt to the evolving landscape, including from a regulatory perspective. Of course, the big change happening right now for data/permission marketers is GDPR. We’re hopeful that this will succeed in ensuring users’ interests and personal data is protected.
GAV: What are the challenges that you and your team face in regards to affiliate marketing in 2018.
Luke: Put simply, the ever-increasing ferocity of competition in the sector. Everyone wants a piece of the pie – we are acutely aware that in order to maintain and grow ours, we have to earn it. This keeps us at the top of our game. We wouldn’t have it any other way.
GAV: How do you manage to keep the websites fresh and relevant, when a lot of fluffy and nonsense appear on the Internet non-stop?
Luke: The crusade for ‘fresh content’ has created a cottage industry of content churners who prioritise volume over quality. We take a different approach – while we do aim to create vast and comprehensive sites, we’re not fans of expansion for expansion’s sake. We find that writing for people rather than search engines acts as an automatic fluff filter.
GAV: We are pretty convinced that you receive messages from Affiliate Managers on a daily basis showcasing their best products. You, of course select them by the brands they work with. What are your thoughts on how a real Affiliate Manager-Affiliate relationship should be built, and how not?!
Luke: Trust, transparency and sharing of insights. When you’re providing a quality service and valuable traffic, there is no need for smoke and mirrors in the partner relationship. This honest and open approach makes everything easier and is best for all in the long run.
GAV: Next to the UK market, which are the other ones that you already target or want to expand into?
Luke: We have our eye on several regulated/soon-to-regulate markets in Europe. We’re also growing Compare.bet with a global scope – the recent US news creates great potential, but we expect to pick up traffic from a real long tail of geographies.
GAV: How do you see the Nordic market?
Luke: Having been a fairly stable and attractive region for some years, things are starting to change – with regulation in Sweden and moves to restrict in Norway via payment blocking etc.
Our first step into Scandinavia is with our Swedish comparison site ToppOnlineCasinon.se – we already work with most of the top operators in the region but are being very careful not to make assumptions about user behaviour and what will work over there. Our eyes and ears are open to the requirements of Swedish players and operators alike, and we expect the user experience to diverge from our UK sites based on what we learn about specific local needs over time.
GAV: Tell us one change that you want to see in the online gambling industry?!
Luke: We want running a ‘gambling affiliate site’ to be as well respected as running a ‘finance comparison business’. This will only happen with the industry taking more of a user focus and thinking bigger. There are certainly signs that this is starting to happen.
GAV: Do you have any advice for newbies who are looking to venture into this majestic industry!?
Luke: Get into the data. Not only will it allow you to improve your own metrics, but it will create transparency with partners and the opportunity to work together to grow based on real insights.
GAV: How about iGaming/online casino/gambling conferences, do you attend any of them? If so, which one is your favourite and what is your most fun experience?
Luke: We try to attend as many as possible. It’s rare to leave without a killer insight or two, at least. Face time with partners is also invaluable We’re looking forward to Lisbon this autumn – the weather should in theory be better than Berlin, which is a plus!
GAV: Where would you like to travel in Eastern Europe, any favourite country or region?
Luke: I haven’t seen much of it, so I’d have quite a long to-do list! In particular, I’ve heard great things about Slovenia.
GAV: Where you wouldn’t want to travel in Eastern Europe?
Luke: I wouldn’t rule anywhere out!
GAV: How about a favourite celebrity or a mentor, do you have one?
Luke: I’m not a big follower of celebrity. I have however been fortunate enough to have worked with a range of experienced and knowledgeable senior colleagues throughout my career, all of whom have had a great influence.
Bojoko crowned Affiliate of the Year at EGR Nordic Awards
Popular online casino listing site fends off stiff competition to take home the trophy at prestigious awards ceremony
The Bojoko team is celebrating once again after being named Affiliate of the Year at the prestigious EGR Nordic Awards 2021.
This is the second EGR award that Bojoko has taken home after being crowned Casino Affiliate of the Year at the hotly contested EGR Operator Awards 2020.
Bojoko fought off stiff competition from some of the biggest names in the affiliate industry including AskGamblers, Better Collective, Blexr, Catena Media and the Gambling.com Group.
EGR judges said it had been “another excellent year” for Bojoko and that its SEO performance and overall conversion “really shines”.
The EGR judges added: “A more unique idea than most affiliates with great growth and sustainability. A very clever and new type of affiliate that is showing great success. Well done!”
Bojoko allows online casino operators and game developers in the Nordics to create their own dedicated listing page and tell their story through their own words, images and videos.
Bojoko members, of which there are now 30,000+, then rate and review each casino and game and share their honest opinion about the experience they receive.
During the judging period Bojoko built out its team dedicated to the Nordics which led to a 10x increase in unique site visitors and a 25x increase in registered Finnish players.
Joonas Karhu, Chief Business Officer at Bojoko.com, said: “We will need to find more space for our trophies after scooping our second EGR award in as many months but seriously, the entire team is thrilled how have been recognised for our work in the Nordics.
“The Nordics remain a key focus for us and we see plenty of opportunity to drive growth from the region by providing players with our award-winning online casino listing product and service.
“Our mission from day one has been to help players quickly and easily select online casinos through transparency and community feedback and it is a concept that has proved to be hugely popular.
“I would like to thank the EGR judges for recognising our efforts and successes in the Nordics by crowning Bojoko Affiliate of the Year 2021.”
GGPoker strengthens its commitment to compliance by partnering with Rightlander.com
Supplier to help tier-one operator improve affiliate compliance via its innovative compliance solution
GGPoker, one of the world’s leading online poker rooms has partnered with compliance specialist, Rightlander.com to help boost their responsible gambling measures.
Rightlander.com provides operators with a comprehensive solution to mitigate compliance risks. Using Rightlander.com allows GGPoker to ensure that affiliates sending traffic to their websites are acting responsibly. Furthermore, it allows them to protect their brand in a constantly changing environment.
Rightlander.com’s proprietary technology scans over 15 million web pages and more than 150 million links every month, analysing content and providing customised reports to protect operators from harmful brand violations or regulatory risks. It analyses links, text and images reporting potentially non-compliant content that could pose a risk to GGPoker’s brand.
The Compliance Monitor helps detect non-compliant content across territories and flags potential violations such as missing terms and conditions, outdated offers, incorrect marketing assets while the PPC Monitor identifies ads that could be harmful to the brand.
Commenting on the partnership, Nicole Mitton, Head of Customer Success at Rightlander.com, said: “Compliance is a vital yet time and resource-intensive aspect of the business. As GGPoker continues to grow its network of affiliate and marketing partners, maintaining efficient and effective compliance monitoring practices will become ever more critical. We are delighted to be working with GGPoker to assist in improving affiliate compliance in this regard.”
Raghav Ghei, Compliance Manager at GGPoker, said: “As a gambling operator, affiliate monitoring is very crucial. The Rightlander platform has made our lives much easier by providing efficient tools and systems enabling us to effectively conduct affiliate monitoring on an ongoing basis.”
PartnerMatrix releases Top Affiliate Networks Report 2021
Affiliate software provider PartnerMatrix publishes the Top Affiliates Networks Report 2021, an in-depth analysis of the most popular and trustworthy affiliate networks and media within the iGaming space. The report gives casino and sportsbook operators a full view on affiliate media, allowing them to find and initiate partnerships with relevant affiliates.
The Top Affiliates Network Report helps operators answer essential questions such as:
- Which are the most popular iGaming affiliate platforms?
- How to find the perfect match for your brand’s needs?
- How can operators assess the potential of affiliate networks?
- What types of traffic and activity can you expect?
The fast development of the iGaming industry has positively impacted affiliate media and networks over the years, helping both established and niche affiliates grow at a stable rate and build substantial gaming communities around their platforms.
With a high return of investment in iGaming, the data gathered from PartnerMatrix’s vast network of over 60,000 gambling affiliates shows that the average CPA varies around $50-$100 per acquisition. As a proven marketing channel in many industries, the search interest for affiliate marketing is up over 200% since 2015, which shows that the industry is expanding at a healthy pace.
Levon Nikoghosyan, PartnerMatrix CEO, says: “When operators are looking for business opportunities, they have to focus on networks and media to promote their platforms. The new tech we have at our disposal allows operators to find media and affiliates based on their regions of interest, business model, expectations, and this report aims to show a glimpse of the market and help them find relevant partners who are already vetted by our team.”
Download a free copy of the report: https://everymatrix.com/top-affiliate-networks/.
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