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Affiliate Interviews: Tom Lasten, Editor-in-Chief at CasinoBonusesIndex.com

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We have browsed around and have found a casino bonus comparison site that indexes the best bonuses from the most reputable online casino operators all over Europe and the Rest of the World. It seems that this website has been around for quite a while and it’s run by a great team which has a front man who has been writing about gambling professionally over 10 years. So, without any delays, here is our interview with Tom Lasten, Editor-in-Chief at CasinoBonusesIndex.com

GAV: First, we would like to thank you for the opportunity to interview such a highly appreciated professional of the industry. Could you fill out the short form below so our readers can imagine your profile?

  • Name: Tom Lasten
  • Age: 35
  • Hometown: London, United Kingdom
  • Living in: London
  • Favorite Food: Japanese
  • Must Read Book: Beat the Dealer by Edward O Thorpe

GAV: Tell us a bit about yourself, we want to know who Tom Lasten really is, Editor-in-Chief at CasinoBonusesIndex.com. Where were you born? What was the key idea of developing this great website?

Tom: I was born in London but have travelled most of Europe, Asia and America and I’ve lived in Las Vegas and Malta for what I would call an influential period of time.  The idea behind the website came from a mix of my days of playing blackjack and my degree in Journalism.  I played at a pretty decent level and casinos are what I know, I’ve written about gambling professionally now for well over 10 years.  I wanted to give players a great resource with which to learn the games, but from someone who actually plays them, not simply a nameless face spinning an article.  So I’m the Editor-in-Chief at www.casinobonusesindex.com but the face behind all of our brands is Blue Window Ltd, we’re an agency of around 15 people based in Malta and we operate our sites in many different languages, across 20+ countries such as France, Sweden, Germany, Finland etc. 

GAV: Since there are thousands of casino review websites out there, where do you think CasinoBonusesIndex.com stands now?

Tom: I think the beauty of this website is that it has a younger, more relevant take on online casinos.  Gambling is seen as such an old mans game, but in reality its the younger generations who spend 24/7 online, they’re on their smartphones constantly and are always looking for the next big thing. We have the exact same hunger for the newest tech and the latest games, exactly like our players.

GAV: What are the strong points of the website and what makes it stand out from the niche websites?

Tom: It’s easy to navigate and there are a lot of exclusive bonuses on there, this is thanks to the great partnerships we’ve built over the years with all the different online casinos.  We’re fiercely honest with all our reviews as well, I think it’s still nice to have a bit of integrity in this business, if something doesn’t fit with a game or casino we’ll let our players know about it straight.  It’s the same concept in play across all of the language versions of this particular brand.

GAV: What were the bumps on your road when you got started and how did you overcome them?

Tom: Not very many to be honest, I guess like most you have little experience of the actual money side of the business when you first start out, so negotiating can be tricky not knowing how much everything is potentially worth, other than that we took a very measured approach to the business and building the website so as such it built up over time, anything that required extra attention or any problems we just made sure was resolved so we felt no negative impact.

casino-bonus-index-logo

GAV: We have browsed your website and found some high quality content. Are you writing it by yourself or you have a team of people writing the reviews?

Tom: A lot of the content such as the news, casino reviews and casino game guides on the site were written by me, mainly because I have a lot of actual gambling and online casino experience, especially blackjack.   I also have a great writer who specializes in online slots.  She actually writes great slot reviews because she plays the games so much herself.  For the other languages there are separate teams all within Blue Window Ltd working on each of the websites and they all have a similar setup with multiple writers and main editors.  It’s a truly international agency in that sense.

How do you keep the content fresh and devoid of clutter when a lot of fluff and nonsense appear on the Internet on a daily basis?

Tom: As an editor, it’s a question of choosing content that you think your audience will love and also content that you can write with authority about.  I’m very honest when I write, I see a lot of articles written for the sake of traffic and it’s obvious the person writing the article doesn’t know the subject at all.  Our content is good for both attracting new traffic and satisfying our existing audience plus we’re complete geeks when it comes to the subjects we cover! so we write with passion as well as relevance and authority.

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?

Tom: There needs to be a bit of give and take of course, but I’ve met both sides of the coin.  I work with some great affiliate managers who are very down to earth and we do business easily because there’s no bullshit.  On the reverse I’ve worked with many in the past that come across all ‘Wolf of Wall Street’ and I’m just not interested.  My advice is just be a normal human being with your clients, business doesn’t need to be painful for either parties, it should ideally be mutually beneficial and a good working relationship leads to a better and healthier business for both in the long term.

GAV: How do you see the future of the gambling industry? For instance, will it become a truly global phenomenon in the near future?

Tom: I think it’s always been a global thing on the whole but now you will definitely see a second explosion in online gambling, there are so many markets opening up around the world, in countries where everything is very new so there’s lots of potential for fast growth and a chance for more product diversity in those newer markets.

GAV: Can you name one change that you want to see in the casino affiliate ecosystem?

Tom: More parties? Haha, I think this is a tough one to answer because it constantly evolves but I was thinking the other day how cool it would be to see more direct interaction with the software developers than just at trade shows.  It’s always fun to try new tech or new games before they’re released and get some proper advanced previews out for the players, at the moment it’s a side of the industry that has great crossover potential but developers tend to be a shy and secretive bunch.

GAV: What advise you would like to offer to the new affiliates who are looking to venture into this great industry?

Tom: For your sites you need to find your own voice and be true to it, sounds simple but it’s hard sometimes not to just rubber stamp everything that comes through.  For the business side if it’s something you’ve never done before then there are plenty of very good resources and on the whole the affiliate community is quite approachable for general advice, just don’t ask about any trade secrets and you’ll be fine!

GAV: Who is your favorite celebrity?

Tom: (Chelsea Footballer) John Terry

GAV: If you would just open your YouTube search bar, what would you search for?

Tom: Usually some really good jazz funk or house music for while I’m working, for actual videos I tend to watch a lot of old football matches from the 80’s on YouTube and older WSOP tournaments are also a personal favorite at the moment.

GAV: Back to work. Do you attend any iGaming conferences? If so, which one is your favorite and what is your most fun experience?

Tom: We do go to a few of them, I really enjoy ICE for all the cool new games and tech previews, the London Affiliate Convention is always fun to catchup with old acquaintances and the newer SiGMA summit of igaming in Malta was a really good event last year.

GAV: How do you rate the chances of Eastern Europe becoming potential gaming hotspot of the future? Where do you think the region must improve upon?

Tom: I think there’s a lot of great potential in these markets, but care must be taken by the relevant authorities to ensure the players are looked after before the casinos, not the other way around.  I think improvements like this go a long way to building trust in new brands and especially trust in new markets which is very important.  Good reputation is everything after all.

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.

Tom: One of the places I would love to go to still is Poland, but I’d love to take a few weeks to really explore the country a bit and get to know the history from the people’s perspective.  My favorite destination? At the moment I love Mexico and it may sound cheesy but also Las Vegas, there’s just something special about Vegas.

GAV: Where you wouldn’t want to travel in Eastern Europe?

Tom: I don’t know if there’s anywhere I wouldn’t go, I’m always up for adventure and experiencing new cultures and places.

GAV: What is your opinion about EEG/GAV (Eastern European Gaming – eegaming.org)/Gambling Affiliate Voice – gamblingaffiliatevoice.com?

Tom: I have followed you guys for a while, I read your website regularly for insights into the Eastern European markets to get a better idea of what’s going on currently in that sector so I really like what EEgaming.org does for the industry, you really bring something relevant to the niche.  Gambling affiliate voice in particular is a great resource, especially for newer affiliates.  There are many pitfalls out there if you’re not careful and this site can go a long way to helping them get started, talking to reputable affiliate managers and other key people in the industry can help to answer many important questions newer affiliates may have.

Affiliate Success

MyAffiliates announces its rebranding

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MyAffiliates announces its rebranding

MyAffiliates, the affiliate marketing software provider, announced today a major rebranding of its product image to reflect the company’s evolution in the online betting, gaming, forex and binary industries.

Clemence Dujardin, General Manager at MyAffiliates said: “MyAffiliates has been around since 2007. Our technology and our products have evolved considerably since then. It was high time for a rethink of our brand to plot our journey in the years ahead. We have been very successful over the years working with an ever growing number of online operators worldwide. Our new brand is an invitation to them to join us as we continue to improve our offering.

“The new brand recalls MyAffiliates’ sterling reputation as the most flexible affiliate marketing software on the market. This flexibility is built on the features we developed along the years. But our success also rests on transparency in our pricing structure and the support we provide our customers anytime they need it, whichever time zone they are in. Our vision remains to build software that answers the needs of the industry, backed by reliable and scalable technologies.”

Steven Harris, MyAffiliates’ founding Director said: “Over the years, our professional and well-grounded team, managed to evolve our product into the affiliate marketing software affiliates love. For us it is crucial that our clients find all they need and more to run a successful affiliate program and grow their business. It is equally important for us that the end users — the affiliates — continue to enthusiastically approve of our solution. We will not rest on our past successes.

“This rebranding tells the story of our evolution and better represents MyAffiliates as the young and dynamic company that we are, continuously striving to develop the best product of its kind on the market as we help our clients grow.”

Visit www.myaffiliates.com.

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iGaming Focus Areas and СРА Selection to Be Discussed at Kyiv iGaming Affiliate Conference

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iGaming Focus Areas and СРА Selection to Be Discussed at Kyiv iGaming Affiliate Conference

 

The second Kyiv iGaming Affiliate Conference organized by Smile-Expo will come back to the capital of Ukraine on September 26. Relevant case studies, networking, and afterparty: the conference program will be as efficient and useful as possible.

 

What issues will be raised by speakers

Kyiv iGaming Affiliate Conference will involve expert speakers: webmasters, affiliates, arbitrage specialists, marketers, and specialized lawyers. Presentations by most of them sparked the great interest of the audience at the previous event. This time, professionals will introduce new presentations and recent case studies of their practice.

  • Tatiana Nasonova, CEO at Gambling Pro and an arbitrage expert, will analyze why advertisers and affiliates need to work closely to reach the maximum result. She will talk about core factors in the brand confidence as well as explain how advertisers can offer the best possible conditions to webmasters so that it won’t cost a bundle. At the past event in Kyiv, the speaker revealed how to enhance the conversion of your own offer tenfold. Tatiana is a frequent guest at international events as well as the founder of ‘Tough Arbitrage of St. Petersburg’ and Black Inc public pages.
  • Roman Bout, Founder of Quints – a developer of affiliate program software, will illustrate how operators can seamlessly shift from Revenue Share to CPA and stress the importance of the registration to deposit conversion when selecting the СРА model. Besides, the speaker will mention special features of player behaviors and traffic analysis. At the first Kyiv iGaming Affiliate Conference, Roman shared examples of the high-quality support increasing online casino revenues and gave use cases of reducing the customer attrition by 50%.
  • Viacheslav Ustimenko, CEO at LAWBOOT and an expert in legal consulting of IT, fintech, and gambling companies, will tell attendees about the legal difference in gambling, games of skill, and loot box projects as well as examine pros and cons of work with them. Moreover, conference guests will discover all about the banking compliance in 2019 from the expert: what has changed since 2018, what should be taken into account, what is already inefficient in comparison with the last year. At the previous conference, Viacheslav clarified where to register a company for the affiliate program and why the GDPR was a significant aspect for iGaming company operations.

“LP and LLP partnerships are no longer legal solutions. If you need a reliable banking account, change LP for Hong Kong,” the expert stated.

For the first time, Kyiv iGaming Affiliate Conference will engage Vitaliy Stetsenko, a speaker at top conferences and events dedicated to arbitrage, CPA, and online marketing, and the founder of Initium Group (the holding company includes RichAdvert traffic arbitrage school). As an entrepreneur and infopreneur, he frequently provides the audience with interesting arbitrage best practices. At Kyiv’s second event, Vitaliy will present workable strategies for mobile traffic arbitrage and examples of efficient creatives and advertising campaigns.

Panel discussion

The conference will feature a panel discussion allowing influencers to talk about prospects of such areas as casinos, betting, and esports. They will highlight what to emphasize this year and how to find the necessary balance between the above-mentioned sectors. The discussion will be moderated by Levon Nikoghosyan from PartnerMatrix.

Target audience

If you are an operator, a developer, a webmaster, an arbitrage specialist, an affiliate, or a SEO expert, the major affiliate marketing event is a crucial point in your schedule.

Networking and afterparty

Kyiv iGaming Affiliate Conference means not only beneficial presentations and case studies. Event guests will also be able to take part in fruitful networking and obtain new partners for cooperation as well as for business promotion and growth.

The afterparty will be available to owners of VIP tickets, sponsors, participants, and speakers. It is the best chance to negotiate on professional issues in a relaxed atmosphere.

Organizer and partners

The conference is organized by Smile-Expo, an international company that has been holding business events on innovations for 13 years. Media Gambling Sponsor of Kyiv iGaming Affiliate Conference will be a business online publication called Login Casino, while Media Sponsor will be YOGONET International Edition.

The event program can be found on the official website of Kyiv iGaming Affiliate Conference.

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Boots on the ground: What it’s like being an affiliate in the US sports betting market

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Boots on the ground: What it’s like being an affiliate in the US sports betting market
Photo Source: imgarit.pw

 

Mike Murphy, founder of BettingUSA.com, talks about the challenges and opportunities that await those getting in on the action in the US sports betting affiliate sector

The Supreme Court’s decision to strike down the Professional and Amateur Sports Protection Act (PASPA) in May 2018 has unleashed a sea change in the regulated US sports betting market.

What was once illegal and the realm of shadowy offshore sportsbooks has now come into the mainstream with legal in-person and online sportsbooks slowly but surely funneling gamblers back onto regulated platforms headquartered in the United States.

Change can be uncomfortable, but it also provides opportunity. Many affiliates made a lot of money and got comfortable during the unregulated offshore days, but those days are dwindling and a new order is rising.

The question for sports betting affiliates is whether or not they will adapt to the changing environment and capitalize on the new opportunities before them. We suggest taking full advantage while the getting is good but acknowledge we will all face challenges moving forwards.

Let’s consider what we face and what we stand to gain.

Challenges Facing Affiliates in the Legal US Sports Betting Market

The greatest opportunities in life always come with challenges, and the newly-regulated sports betting market in the United States is no exception.

The good news is these challenges will sharpen and diversify your skills. Overcoming these challenges will make you a better, smarter and more well-rounded affiliate.

You will also find these challenges act as a sort of filter such that when you emerge on the other side, your competition will be reduced in number. The competitors who remain will be skilled affiliates like yourself, but there will be fewer of you competing for a piece of the action.

Higher Quality Competition

The regulated online gambling and sports betting market in the US has already attracted the attention of big players with deep pockets. The quality of websites that appear in search results is a night-and-day difference compared to just a few years ago when the only real opportunities to make money as a US-focused gambling affiliate were either questionably legal or outright illegal.

Legalization and regulation have resulted in major media companies finally entering the US market now that they can do so in a fully legal and transparent manner. These companies have big budgets, hire the best writers and churn out high quality websites in bulk.

Competing against these types of affiliates is challenging, and there are no indications things are going to get any easier. If you’re an independent affiliate with a website, you have your work cut out for you. The bigger companies can outspend you and likely have better connections.

That doesn’t mean there is no room left for independent affiliates like some of the doomsayers have taken to claiming of late. It just means you’ll need to be agile, pick your target markets carefully and cultivate a real relationship with your viewers.

New Licensing and Compliance Hurdles

One of the most challenging and frustrating hurdles we see in the US market today is the introduction of regulations that impact affiliates. States such as New Jersey and Pennsylvania require all affiliates to acquire a license in order to make money promoting licensed sites to players in those states.

The magnitude of this challenge remains to be seen as additional states pass legalization laws. New Jersey’s affiliate licensing process really isn’t all that difficult. Getting licensed in Pennsylvania has proven to be fairly complicated. Meanwhile, we have seen no indications affiliates need to be licensed in West Virginia.

The types of laws passed in the future will determine the true startup costs associated with licensing. Our best advice to smaller affiliates here is to target states in which the licensing hurdles are minimal or nonexistent and build out from there.

Additional compliance hurdles are likely to materialize at some point as well. We can look to recent developments in the UK online sports betting industry for a preview of what may come in the future.

Advertisers in the UK are subject to an increasingly complicated set of rules regarding how to promote gambling responsibly, for example. The US has not gotten to this point yet, but it is worth keeping in mind additional regulatory hurdles remain a distinct possibility.

A Fractured Market

Online sports betting and gambling are regulated at the state level, which means the rules vary from state to state. You may need an affiliate license in one state but not another. A particular betting site may be available in one state, but not in the next one over.

This means you’ll need to take a state-by-state approach to your affiliate business by promoting particular sites to visitors from particular states. Some operators have opened shop in multiple states, but you’ll need to stay on top of which sportsbooks are available where so you can direct your visitors to the proper websites.

The upside to this challenge is it too provides opportunity. As legal sports betting spreads across the US, people are going to have many questions regarding the law, where they can bet online legally, where to find licensed mobile betting apps and much more. Affiliates are well-suited to educate consumers and earn some money at the same time.

Opportunities

Now that we have the biggest challenges out of the way, we can move on to the fun stuff: the opportunities that await affiliates who are able to deal with the aforementioned obstacles. The United States presents some very big opportunities for those intrepid affiliates who dare tackle this market.

There is A Lot of Money to be Made

The US online sports betting market has enormous potential for simple reasons. The US has a large population, it has a pro-sports culture and the people have high levels of disposable income.

We also have a strong pro-gambling culture with hundreds of casinos spread across the US and widespread familiarity with sports betting even if it was limited (officially anyways) to Nevada for several decades.

Consider this: The American Gaming Association (AGA) has estimated that one quarter of the US population participated in a sports pool in 2017. The AGA has also estimated Americans already wager upwards of $150 billion per year on sports through illegal channels. That is a lot of pent up demand.

This isn’t just us talking up the industry – major industry players have been staking their claims in anticipation of widespread legalization. Caesars Entertainment, FOX Sports and even Buffalo Wild Wings have all made moves to position themselves for a piece of the pie.

Some affiliates have already made a fortune even though the industry is just now gearing up. We have seen multiple eight-figure sales of sports-oriented affiliate websites in recent times for monthly multiples that would have been unthinkable during the turbulent, uncertain offshore sports betting days.

Case in point: The Better Collective Group recently purchased 60% of the RotoGrinders network for $21 million up front, plus a plan to purchase the remaining 40% “at a valuation based upon an EBITDA multiple between 5x and 10x.”

We also saw Catena Media purchase BonusSeeker last March for $6.5 million with a potential additional payout of $9.5 million based on performance after two years. Mind you, this was before the Supreme Court decision. BonusSeeker was restricted to legal online casinos in New Jersey at the time, and still it sold for that much.

The financial potential for affiliates is almost overwhelming to consider, and yet the industry is still just getting started. Many more states have yet to pass legislation to legalize online sports betting and gambling.

Industry is Ripe for Innovation and New Ideas

This is an exciting time to be an affiliate with operators and traditional media companies alike exploring the possibilities of legal sports betting. We’ve seen the likes of PointsBet hit the market with innovative new ways to bet on games while other operators have greatly expanded their in-play wagering capabilities.

The United States, home to Silicon Valley, has a strong culture of innovation. Even though the European markets have had a lengthy head start when it comes to legal sports betting, nobody can innovate like motivated US companies.

Not only does this make it more exciting and interesting to be an affiliate, but it gives affiliates even more opportunities to show value by answering questions and sharing interesting updates with viewers.

It is Still Early in the Game

The US online gambling industry is still in its infancy. Yes, some of the bigger affiliate networks have already paid millions for well-established websites, but we haven’t even come close to reaching peak saturation.

Consider the acquisitions discussed above: BonusSeeker being purchased for $6.5 million up front with a final sale price of up to $9.5 million after two years; 60% of the RotoGrinders network being purchased for $21 million up front with a very real chance of the final deal being realized for $50 million or more a few years from now.

Consider that these purchases happened when the majority of states still haven’t legalized online sports betting or gambling. Major affiliate companies are not paying that much money for digital assets just for fun. They see the market potential. They know the US market is just barely getting started.

Now, imagine the types of buyouts that will be possible after 20, 30 or 40 states have legalized online sports betting – or if Congress steps in and passes nationwide legislation.
We see the occasional discussion among smaller affiliates bemoaning the “corporatization” of the affiliate business.

Some will tell you it’s too late to get in the game now with the likes of Catena Media and Better Collective out there spending millions on marketing, acquisitions and staff.

It’s true the level of competition has increased and affiliates do have to jump through new hoops with licensing requirements in some states, but the market is still just barely getting started. Those challenges can be overcome, and the rewards will be very much worth the trouble.

There are plenty of opportunities even for the lonely one-man operation. Those who work hard and provide informative or entertaining content have a world of opportunity open to them with the US market just now getting off the ground.

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