Good Game is an iGaming lead generation company based in Malta. Good Game differentiates itself from its competitors by concentrating only on a handful of sites, focusing on user intent and creating recognisable brands from these few sites. Long-term value for the user and partners has been the key to their success in the Finnish casino affiliate market.
Name: Toni Halonen
Hometown: Ilomantsi, Finland
Living in: Malta
Favourite Food: Traditional Finnish home cooking, Japanese, Indian, Thai
Must-Read Book: The Lord of The Rings, The War of Art
Job Title: Co-founder & CEO
Hi Toni, tell us and our readers a little bit about Good Game. How did your career start in the industry?
I’ve always been fascinated by all sorts of games, be it sports, computer games, board games or gambling. I opened my first online casino account when I turned 18 and started dabbling with online poker around 2004.
After finishing my studies in 2008, I started thinking what I should do for a living and it was then that I came across poker affiliation. The idea of having my own site came to me in 2008, but it took one year of the “real working life” before I jumped into playing poker professionally and chasing my affiliate dream. 🙂
Luckily I wasn’t alone in this, because my childhood friend, Ville Sissonen, also played online poker and showed an interest in affiliation. Our half-serious, half-joke motto in the beginning was: “maximising the passive income”. 🙂 Passwords to our affiliate accounts were always something like “BuyM3rc3d3s2010” back in the day, haha. I still don’t have a Mercedes, but Ville bought his first this year. (The passwords have since been changed, so no point trying to log in. 😉 )
Good Game was established in Malta in 2011 by me and Ville. We came to Malta to play online poker professionally and build affiliate sites on the side. The affiliate business only really started to pay off after our Head of SEO, Jussi Kauppinen, joined the company in 2013. During that time, we also began concentrating only on casino affiliation.
We sold our then main domain in 2015 and went all-in with the money from the first sale straight into building our next project – this time in an actual office 🙂 – and with a team of ten people. That project came to an end at the beginning of this year when our main casino site was bought. Now we’re concentrating solely on our UK project.
Explain your current UK project, Bojoko.com, in one sentence.
Airbnb for online casinos.
What makes it different from other casino affiliate sites based on player communities, casino reviews and social proof?
The biggest difference from our competitors is that Bojoko allows casinos and game suppliers to create their own reviews, and publish their own offers and game reviews. This way they can control their brand (tone of voice, design etc.) beyond their own website and ensure that affiliate marketing for their brand is done according to the UK Gambling Commission’s standards.
Casinos and game suppliers have understood this concept well. New casinos have been especially keen on listing themselves on Bojoko.
What’s the reason behind launching Bojoko? In other words, why does Bojoko exist?
There are a couple of reasons why we’ve built Bojoko. First of all, we wanted to minimise the role of an affiliate in everything the user sees and interacts with on the site. Secondly, we see a big gap in how iGaming is consumed compared to other industries operating online. Selecting, playing and transfering money to casinos could be a lot more fluid and safer than it is now.
Our purpose is to build tools for Bojoko users, which they can then use to create this more fluid, safer vision of iGaming. We want to positively transform the iGaming user experience. This way we can establish casino games as an acceptable mainstream pastime too.
How do you see the UK market?
It’s certainly more competitive than the Finnish casino affiliation market and there are many more established brands which are almost non-existent in Finland. It’s a good challenge to build a site for a large market.
Tell us one change that you want to see in the online gambling industry?
I’d like to see all forms of online gambling becoming as accepted in the mainstream as lotteries are. Offering more user-centric products and safer gambling will move the needle to the right direction. There are good initiatives underway in the UK in these two areas, although I’d like to see us, the gambling companies, driving this change and not relying or waiting for regulators to do it. There’s a much bigger pie waiting to be shared in the long run if iGaming becomes a widely accepted and respected industry.
Do you have any advice for newbies who are looking to venture into casino affiliation?
You should constantly ask yourself questions which reveal what kind of person you are. This helps you find the values and ideals you want to push forward in the industry you’re working in. It will also boost your motivation immensely and endow you with a more holistic approach to building your business.
What do you think will be the biggest trends in iGaming in 2018?
Regulation is one, for sure. It will bring new rules to online gambling once again, but it also brings predictability (such as in Sweden) and new markets (US sports betting) to the table. Predictability and new markets are great things for the entire online gambling industry.
What other new things can we expect from Good Game and Bojoko in the second half of 2018?
Bojoko has just rolled out a new tool which helps users tremendously in their casino selection. The tool is attached to our casino lists and lets users filter and sort online casinos easily with over 30 different data points so you can really get to the one casino that satisfies all your requirements. Just like hunting for the perfect vacation home on Airbnb.
In the coming months, we’ll be focusing on bringing more user features like this to Bojoko. They will help users mainly in two ways:
- Selecting online casinos more quickly and easily
- Interacting with other Bojoko users in our community
If you find this interesting, the best way to stay tuned to Bojoko and join in the fun is to sign up on the site.
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.
AEToken Affiliate Platform Wins Blockchain Pitch Competition for Best ICO 2018
Blockchain based affiliate platform AEToken has won the best ICO pitch competition at the Malta Blockchain Summit. Held at the InterContinental Hotel Malta on November 1 and 2, 2018, the summit is a marquee event in the ICO/Blockchain sector, playing host to over 8,000 delegates and a speaker list that includes the Who’s Who of the Crypto industry including the Winklevoss twins and John McAfee. The highlight of the summit, the ICO pitch contest saw 19 blockchain startups in a head to head battle for two cheques, each worth 25,000€.
Eventually a panel of judges, led by Investor Mark Hamade, judged AEToken (represented by CEO Vadim Fedotov) the best ICO pitch for its unique platform, which is designed to address shortcomings limiting the affiliate marketing industry.
The industry has long struggled with systemic problems including lack of enforceable contracts, fraud (traffic size verification/traffic value skimming), slow payments for services performed, and high minimum payouts. Now, for the first time, using blockchain and smart contract technology, AEToken ensures affiliate deals are secured through smart contract, payments are instant, fees are lower, and scalability is a non-issue.
Founded by Vadim Fedotov, Gene Hoffman and Jason Fernandes, AEToken has a particularly stellar team of advisors including 2017 Ycombinator partner Marcus Segal, Eman Pulis (Founder, SIGMA Conference), iGaming expert Michael Caselli, Walter Komarek (Forbesfone) and Dr. Evan Luthra of Almora Crypto Investment Group.
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Raketech strengthens its position within consumer finance through new acquisition
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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...
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