Today you get the chance to meet Sirp who is the Managing Director of PokerListings, the world’s most comprehensive online poker guide with in-depth reviews of online poker sites and exclusive bonuses, promotions, tournaments and freerolls, Sirp is active in Igaming since 2009.
Name: Sirp de Wit
Hometown: The Hague, THE NETHERLANDS
Living in: Sliema, MALTA
Favorite Food: Italian/French cuisine
Must Read Book: Papillon (Henri Charrière)
Job title: Managing Director at HighLight Media Group
GAV: Hi Sirp, first of all tell us and our readers as well, a little bit about yourself, we want to know who Sirp really is. How did your career start in the iGaming industry? Since when are you active at PokerListings?
SDW: I graduated in 2008 in the UK and moved straight over to Stockholm, SWEDEN, after receiving a call to join a Lead Generation company (HighLight Media Group) that is active primarily in the iGaming vertical. My career started as a Site Manager for the Dutch Market and I have been with the company ever since, taking on different roles throughout the last 8.5 years and currently the Managing Director running the Poker side of the business. We control many different poker affiliate sites that generate traffic from Europe to North/South America and Asia. The biggest brand in my portfolio is PokerListings.
Out of office you will find me a lot in the park, spending time with my 2.5 year old baby girl. Other than that I will try to watch as much football as possible and enjoy good food/drinks with my better half.
GAV: Do you still remember when you first heard about poker or played it?
SDW: Yes, this was during my time as a under graduate student in the USA. We played quite some poker on campus and around that time I also got introduced to the online version.
GAV: Since there are thousands of websites and portals in this niche out there, where do you think PokerListings stands at this moment and what is that plus that the other poker portals don’t have?
SDW: PokerListings is up there with the other big players. We still hold a leading position in the industry while looking at traffic numbers, returning visitors, and value per lead. With the latter being the most important KPI.
PokerListings has a true identity which is the key to lasting in this industry. There are more poker portals that have one, but the majority of the websites don’t. They focus only on the business side, while not catering for the primary need of the customer. We, as well, are running a Poker portal that focuses on the business side in order to exist, but we do focus more on delivering for the true need of the customer, even though in most cases this is not directly connected to our business model. We cater for all different types of poker players, delivering the best strategy articles to introduce players to the game, bring the latest industry news, have the most in depth reviews, the rules covering all the different poker games, an extensive video section and even have our own annual live tournament, The Battle of Malta, taking place in Malta with a guaranteed prize pool of 500k EUR. From a business perspective we could deliver the same bottom line without half listed above, but we don’t, as we know that we fill a gap that nowadays others are leaving behind which gives us the opportunity to take on a leading role.
GAV: How do you see the online poker market/industry at this moment?
SDW: Poker industry is not what is was, and for smaller affiliates a tough environment to gain market share. However, there will always be a place for online poker affiliation within the iGaming vertical and it is now all about adjusting to a new level of normal.
GAV: What are the strong points of PokerListings and what makes it stand out from the other niche websites/guides?
SDW: Identity, history, value. We are a poker guide that is over 14 years old and has something to offer for all kinds of poker players.
GAV: We have analyzed PokerListings and found some great content. Are you writing it by yourself or do you have a team of people writing for you? How about the blog section?
SDW: We have a Content Team in place in HQ in Malta and have freelancers located all over the world. In order to be top of the game in poker affiliation, you need to deliver top notch content. You won’t survive long enough to tell the tale if you try to do this with half work. Content is King in the world of SEO. In order to keep the visitors engaged and thus the Search Engine valuing you, you need to see this as an investment rather than a cost.
GAV: Tell us about the online marketing and SEO of PokerListings, do you have someone inhouse for that our you outsourced it?
SDW: Also the marketing team is situated in HQ in Malta. We focus primarily on onsite SEO strategies. On top of that we spend time on email marketing, social media marketing, and PPC where allowed.
Our Marketing/SEO strategy has changed over the years, as we needed to adjust due to updated guidelines from the biggest Search Engines. Important to keep up to date with the latest trends as no strategy last forever and you need to keep adjusting.
GAV: How do you manage to keep the website fresh and relevant, when a lot of fluffy and nonsense appear on the Internet non-stop?
SDW: We run our own content agenda. Yes, from time to time stories need to be covered as they are too big to skip, but most of the fluffy nonsense we don’t touch. The online media landscape is changing to focus primarily on clicks and traffic in order to justify the media budgets. We keep it simple, focus on the world of poker, strategy, bonuses and a bit of fun. So far this has been serving us well.
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?!
SDW: Yes, we do. I think –honesty- is still most important. We have worked with almost all poker brands available. And no matter how good your product pitch is, sooner than later your real performance will be public.
GAV: How does the online poker affiliate ecosystem look at this moment, how about the future? Let us in on a few secrets…
SDW: The affiliation part has seen a negative market trend over the last 7 years. However all about adjusting and setting a new strategy with new goals to reach. Still big upsides on the horizon: US market to open, South America/Asia is emerging, possible liquidity sharing between some Southern European countries etc.
GAV: Tell us one change that you want to see in the online poker industry?!
SDW: I would like to see the US open up and get the ball rolling with California. This will happen eventually and this will give a boost to the industry. Politicians should to stop talking BS, and start doing their jobs. Too much talk, too little actions. It does not make sense to me that now in 2017 the fast majority of the US landscape is blocked from online poker. Not only are you depriving the US citizens from such a fun game, you are also missing out on extra income you can strike up on a state/federal level. This so called land of the free is not so free after all.
GAV: Do you have any advice you would like to offer to newbies who are looking to venture into this majestic industry!?
SDW: Whatever segment within iGaming you go into, keep the full focus on the visitor. Keep adding value to the chain. It might be a slower and more costly path to success, but once you are there it will last way longer.
GAV: How about iGaming/online casino conferences, do you attend any of them? If so, which one is your favorite and what is your most fun experience?
SDW: I myself only go to those in London and Berlin. I normally skip Amsterdam, Barcelona and the Nordic Conference but then have my Account Managers on the ground. London and Berlin both are special cities. I enjoy coming down every year for some days.
GAV: What do you think the chances are for Eastern Europe to become a potential gaming hotspot in the near future? Where do you think the region must still improve upon?
SDW: It will take time. These things won’t just happen overnight. Not only does the IT infrastructure need to be in place but capital as well. This is still lacking in most of these countries on a scale that it would be interesting to invest. We always set up products in new places where we see potential in the future so that we are ready when needed, but for now keep the marketing spend to a minimum.
GAV: Where would you like to travel in Eastern Europe, any favorite country or region?
SDW: Big fan of Prague. Still has the vibe of a medieval town while excellent place to party and enjoy good food.
GAV: Where you wouldn’t want to travel in Eastern Europe 🙂 ?
SDW: No place comes to mind.
GAV: How about a favorite celebrity or a mentor, do you have one?
SDW: Tommy Cooper
GAV: Tell us your opinion about the Gambling Affiliate Voice?
SDW: Fine site. I check the site from time to time for industry latest news headlines.
GAV: Thanks for your time Sirp, we really value it.
If you would like to suggest subjects for future affiliate interviews, be sure to send your suggestions to: firstname.lastname@example.org .
AffiliateINSIDER hosts first-of-its-kind Business Coaching Workshop at AIBootcamp with George Swift , Bigger Brighter Bolder
Celebrated UK entrepreneur business coach George Swift will host an exclusive ‘Elevate and Thrive’ Affiliate Business Coaching Workshop at March’s AffiliateINSIDER Bootcamp, the first time such an initiative has ever been offered at an igaming affiliate event.
Held at Under the Bridge, a unique and stylish venue positioned underneath Chelsea’s Stamford Bridge Stadium, the two-day event on 21-22 March has been designed to help igaming affiliates growth hack and gain expert digital knowledge for driving traffic to their sites.
Swift, who runs business coaching group Bigger, Brighter, Bolder (BBB), will ensure affiliate entrepreneurs focus on their individual journey in obtaining business success and have the right business mindset to drive revenue growth.
The workshop is built around the ‘hero’s journey’ – a powerful metaphor for the journey to business success. While learning tools and tactics is essential, equally important for success is having the right business mindset.
Business coaches can be an invaluable resource when it comes to bolstering your business model, with the International Coach Federation suggesting they can increase
profit margins by an average of 46%. Further research has demonstrated a 570% return on initial investment in coaching.
This coaching session is not only unique to the AffiliateINSIDER Bootcamp conference, it is the first time an affiliate event will host a dedicated business coaching workshop.
Curated by AI founder and CEO Lee-Ann Johnstone, the event boasts a full two-day agenda of digital expert speakers, an experts mentor panel and several opportunities to make new introductions, giving attendees the chance to grow their business network.
“We are delighted to be hosting the first curated affiliate business coaching workshop for iGaming affiliates at Bootcamp this year. Affiliates who are looking to growth hack their business will certainly get the digital insights they need to get ahead of the curve and we’ll help them build a stronger entrepreneurial mindset to support their business success,” Johnstone explained.
Swift added: “I believe entrepreneurism is the greatest vocation on earth and offers an unprecedented opportunity to those that step up to its calling. However, that opportunity comes at a price: it’s hard work, challenging and can be very lonely.
“Whilst every journey is unique, there are commonalities we all share and those are what I will be sharing on the day. I’m really excited to be part of the AffiliateINSIDER Bootcamp and I’m looking forward to sharing the Entrepreneurial Journey of Success with all present.”
LeoVegas really is making dreams come true this Christmas
LeoVegas is giving away 5 nights under the Northern Lights!
It’s that festive time of year when our customers begin to dream of log fires, Christmas trees and dashing through the snow on a reindeer-drawn sleigh with mince pie crumbs in their laps. Well, good tidings are here as LeoVegas would like to spread the festive cheer by making two of these lucky customers’ dreams come true this New Year!
We will send two players and their plus ones to the Kakslauttanen Arctic Resort in Lapland on a once in a lifetime trip where they’ll sleep under the stars in glass roofed igloos – and may even see the Northern Lights flickering above while tucked up cosy and warm in a comfy bed as the snow falls around them.
This incredible trip also includes six activities which winners can choose themselves. These include a 4-hour husky safari, Aurora hunting on a horse drawn sleigh, visiting reindeer on a snowmobile or learning how to master Nordic skiing.
To be in with a chance of winning, new customers just need to deposit and wager 50 in the Live Casino or Casino (from 10/12/18 to 01/01/19) on any game to get one ticket into the raffle. The winners will then be drawn randomly on 2nd January.
A geo-targeted landing page promoting the campaign will be available by end of this week. Please contact your account manager or AffiliateTeam@leovegas.com for the media ID or if you have any queries. This campaign will be live in all markets except Italy from 10th December.
Leo really is making dreams come true this Christmas at LeoVegas!
The LeoVegas Affiliate Team
Affiliate Interviews: Steven Hubbard, of SweGaming and BettingLounge
This is our second interview with Swegaming. We are checking how they are doing right now.
GAV: Hi Steven, first off we’ve been talking with you before, around 2 years ago to be exact, and first wanted an update on what Swegaming and BettingLounge have been up to since then.
The last two years have been hectic for Swegaming as a company, and since I joined this year we’ve been ramping up our efforts towards the UK market with our site BettingLounge.
We’ve launched a completely new look and feel to the site while adding new sections including our popular betting tips. We have also added new functionality and content to help our visitors make the right decision when choosing which betting sites to use.
GAV: Could you tell us some quick facts about you?
Name: Steven Hubbard
Living in: Gothenburg
Favourite Food: Pizza
Must read book: Running: The Autobiography
Best dart player: Phil Taylor
GAV: Tell us more about yourself, we want to know exactly who Steven is, the product owner of Bettinglounge. How was it to move to a new country? How is it to work at a big affiliate company as Swegaming?
Well, I grew up in a small town in Norfolk, England. I spent most of my working life as a Lifeguard and Swimming teacher but decided to go travelling for a change.
There I met my Swedish girlfriend and moved to Gothenburg, where I met Andreas and David (founders of SweGaming AB). Moving to Sweden was a lot harder than the travelling I had done, but I had great support from my girlfriend and her family.
Working at SweGaming has been a wonderful opportunity to learn and develop new skills. They have a lot of valuable experience in the Swedish market and exciting ideas for the UK.
GAV: What would you say is the biggest competitive advantages for Bettinglounge? What makes Bettinglounge stand out from the crowd?
We are looking to change the affiliate industry by offering an honest, transparent and personal product. All while promoting safe and responsible gambling.
We have some really exciting long-term projects that I think will add a lot of value to BettingLounge, while continuing with our personal touch instead of hiding behind a brand name.
GAV: What is the biggest challenge for you as a product owner?
The need for constant innovation is the biggest challenge facing us. There are a massive number of affiliates in the UK, and we have to offer something special to stand out.
GAV: We have done some reading at your site and found out some really interesting betting tips, how can you know so much!?
Well, I am in no way a betting tipster or expert. But, I have been following sports, mainly football and darts for most of my life. Of course, you learn a lot from that over the years.
But, the most valuable information is gained by a bit of research. All of our tips are well researched with key stats and facts for the match. It is not a foolproof way of betting, but it will help in your decision making.
See our betting tips as a guide, or if you agree, of course, you are welcome to back them. But, remember to do so in a fun and responsible way.
GAV: Steven, who is your favourite model? Is it Zlatan or David Beckham?
Ah, that’s a tough one. Of course, David Beckham is my favourite model. I mean his boxers are not great, but what a man he is!
GAV: What betting tip has been your best in ROI?
The best betting tip so far has been a 12/1 win treble with Betway. Three away wins, Lincoln City, Leicester and Doncaster.
Although, Doncaster finished 3-2 and we had a nervy 7+ minutes of extra time that was not appreciated.
GAV: What is the best with TheGamblingAffiliateVoice?
The best thing is definitely to find new gaming conferences and read comprehensive articles . You are doing a great job writing about the conference Sigma on Malta. More affiliates and operators should definitely go to Sigma which is the best conference in my opinion.
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