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Interview with Luke Cotton, founder of CSGOBetting.com – esports betting

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The earliest known video game competition took place on 19 October 1972 at Stanford University for the game Spacewar. Stanford students were invited to an “Intergalactic spacewar olympics” whose grand prize was a year’s subscription for Rolling Stone, with Bruce Baumgart winning the five-man-free-for-all tournament and Tovar and Robert E. Maas winning the Team Competition. The Space Invaders Championship held by Atari in 1980 was the earliest large scale video game competition, attracting more than 10,000 participants across the United States, establishing competitive gaming as a mainstream hobby.

Fast forward to our times, eSports betting has been born and some affiliates are already taking advantage and ripping the rewards from it. This is the story of eSports Affiliate, Luke Cotton, founder of CSGOBetting.com

GAV: First, we would like to thank you for the opportunity to interview such a highly appreciated professional of the industry. We look forward to this interview and are sure that all our readers also are going to read this with huge interest.

  • Name: Luke Cotton
  • Age: 25
  • Hometown: Haslemere, UK
  • Living in: Birmingham, UK
  • Favorite Food: Seafood Paella
  • Must Read Book: Moneyball – Michael Lewis

GAV: Tell us a bit about yourself, we want to know who Luke really is, founder of CSGObetting.com. Where were you born? What was the key idea of developing this great website?

Skipping the boring, early days, and moving on to how CSGOBetting.com (and our other sites, like LeagueofLegendsBetting.com and Dota2Betting.com) were born, I started playing video games competitively in a team with some friends in early 2004. A couple of summers of not seeing a lot of sunlight later, I started playing at the high end of the competitive esports scene for Battlefield 2, winning a number of events and was fortunate enough to be paid to play throughout college. From then onwards I’ve been involved in esports, running professional teams, leagues and events. Like most Brits, I’ve always had an interest in betting, and was convinced that esports betting could become the next big thing. Back in 2011, I attended LAC and tried to pitch the idea to anyone who would listen, and I ended up working with Paddy Power to test some markets. Whilst initial results were promising, it was something that we couldn’t scale at the time. A couple of years later, we snapped up a lot of esports betting related domains, and now the betting market has matured somewhat, we’ve started launching our network of sites.

GAV: Are you doing this full time? Was there a moment when you have switched from your daily job to being a full time affiliate?

No – currently it’s an evenings and weekends project; currently we are running at a loss as we look to build up our search engine rankings and dominate the space. We’re sure that there will be a point at which esports betting takes off, however currently most is undertaken through black-market skin (virtual item) tote pools, which we have decided to steer clear from, as we only wish to promote legal betting websites.

I am involved in the industry full-time though, I work as Head of Affiliates at Digital Fuel, a marketing agency, running our affiliate network – just on the other side of the table or as an intermediary.

GAV: What are the key markets you are targeting?

We’re English language, as we are native speakers, with a particular focus on the UK & Australia. We intend to remain in regulated markets only, which limits us much further than that. There are a few other countries in mind for the future, at the point that we’re able to hire people who know the languages.

GAV: Since there are thousands of sports betting review websites out there, and the especially the free bets market is quite ruff, where do you think CSGObetting.com?

We’re the first affiliate site focused solely on betting on the video game CounterStrike, which is a market that has only really developed in the past couple of years. I don’t think many professional affiliates understand esports, particularly the intricacies of each game, which means that we have an air of authenticity that is difficult to replicate.

GAV: What are the strong points of the website and what makes it stand out from the niche websites? We can certainly say it jumps out of the routine websites since it employs certain news for this popular Counter Strike games.

The knowledge that we have of CounterStrike means that we can write interesting, unique features ourselves, and hire writers who we believe are interesting for our readers, rather than those that churn out pretty generic content. The CSGOBetting.com domain also shows readers that we have been around the industry for a long time.

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

We’ve sat on our domain portfolio for some time and did not have the skills to really develop websites. We took some investment from our employer, Digital Fuel, whereby they are building out our network of sites and providing knowledge in other areas, such as SEO, where personally we have a reasonable knowledge but aren’t experts.

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 your editorials?

It’s a combination of the two. It’s a market that we are very knowledgeable about, so we do write some articles ourselves, but it also helps in finding writers that can create the quality of content that we think our readers will expect. With all the tasks related to running a network of sites, we like to use writers for the day to day content, but will write key articles ourselves where necessary or when we personally have something to say. It’s an industry we are passionate about.

GAV: 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?

Our content strategy is threefold: tips, where the intention is to be able to create regular content specific to upcoming matches, which our readers are likely to be wanting to bet on; features, which are completely new rather than rehashed from other websites, and informational, where we try to assist with queries like how to bet. It is pretty simple in terms of a strategy, but having people who can write in an interesting way is key.

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?

As I still work as an Affiliate Manager during the day, it’s a difficult question to answer! Personally, I like things to be clear, simple, and with no bullshit. I think affiliates are some of the savviest people in the industry so trying to pull the wool over their eyes is a waste of time, and it annoys me when affiliate managers try and cover up key points that affect my decision to work with them.

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

I can only see growth. Many African countries support online betting, though growth there will be dictated by growth in GDP. In my opinion the USA will regulate at some point in the next five years, as the tax benefits are too great not to. In Asia, it may be further away due to more cultural influences on regulators, and remain grey or black in most key territories for some time.

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

I would like affiliates to be given more access to data around their players’ betting activity. There’s no logical commercial reason not to give affiliates such data; it’s just a question of both the affiliate software providers and operators making technical changes to be able to do so.

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

Find a niche you understand well, and specialize where you can. Outsource the non-essential parts of your business. Do your research into which operators are reputable and make sure you work with those which are trustworthy.

GAV: What about SEO, are the ongoing Google algorithm updates influencing your ranking? If so, is it a positive or negative way?

Given that our website is reasonably new, it’s not something that we’ve closely monitored. We haven’t undertaken any SEO strategies previously that might be affected, and our content is good, so we’re hopeful of winning in the long-term.

GAV: Who is your favorite celebrity?

Eddie “The Eagle” Edwards, not for his ski jumping, but thanks to his glorious performance winning awful reality TV series Splash having being punted in from 40/1.

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

I’m a big fan of Hereford Football Club, so it’d be their YouTube channel (youtube.com/channel/UCEiCmSxoZFgiP_XO987CWLg) which has a ridiculous amount of highlights for a club at such a low level. Either that, or this video that I like to refer to as “heaven on earth”: https://www.youtube.com/watch?v=PgIz1Add98s

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

I go to LAC each year, and try to make at least one of the other affiliate conferences. It’s always good to catch up and have a beer with people I am working with or friends in the industry. As the events are about the attendees, LAC is the best, as it has the most attendees and is the conference everyone sees as “the one to be at”.

GAV: What is your opinion overall about affiliate conferences such as SiGMA?

Conferences in general are essential: in such a fragmented, yet people focused industry, they provide a chance to get everyone in a room together which doesn’t happen frequently away from the conferences. I wasn’t able to attend SiGMA last year, but from all accounts it was a good event in a good location.

SiGMA-logo

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?

It’s not a region that I’m overly familiar with. Culturally, I think there’s a good fit; at least, Poland is one of the more popular countries for CSGO betting. Mostly, I think it will depend on how the region develops economically. I think it has a good chance of developing into an area that operators and affiliates do well in, due to lower costs and skilled employees in internet and development related areas.

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.

I’m not particularly well travelled, but think the most important part is who you are travelling with. I had a great time in South Korea a couple of years ago, which is the most interesting place I’ve visited. There’s nowhere in particular in Eastern Europe on my list, so I’m open to recommendations! If you offered me a free holiday tomorrow in the region, I’d probably go for Croatia.

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

I’d rather keep to the safer countries, but wouldn’t rule anything out permanently.

GAV: What is your opinion about GAV (Gambling Affiliate Voice – gamblingaffiliatevoice.com)?

It’s always interesting hearing other affiliates’ views, and Gambling Affiliate Voice provides a great platform for that with your interviews.

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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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Last Chance to Join Zurich iGaming Affiliate Conference: Event About Online Gambling Operations

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Last Chance to Join Zurich iGaming Affiliate Conference: Event About Online Gambling Operations

 

On June 21, an international event company – Smile-Expo – will hold Zurich iGaming Affiliate Conference. It is Switzerland’s only event dedicated to online gambling operations and online project promotion using affiliate marketing.

The event will be a platform for sharing experience and establishing cooperation between online casinos and land-based gambling venues.

Conference speakers and participants
The specialized event will bring together representatives of the offline and online gambling industry. It will be attended by casino managers, betting providers, SEO specialists, lawyers, affiliates, and digital agencies from the USA, France, Germany, Greece, Liechtenstein, Luxemburg, and other European countries. They will introduce their companies holding leading iGaming market positions. They include: ORYX Gaming, PartnerMatrix, Endorphina, Red Tiger, Lucky Labz, Rombet, Federbet, Global Bet, Buffalo Partners, Astrea, Expozive, PLANZER LAW, etc.

Top industry experts will make relevant presentations on legal aspects of business operations, company performance optimization, and brand promotion.

Francesco Baranca: general secretary at Federbet. This Belgian non-commercial association combats fixed matches and supports betting companies and their customers.

Dan Iliovici: a specialist in business planning, management, and PR. He is former President of ONJN, the Romanian gambling authority, and Vice President at Rombet.

Robert Toth: has more than 10 years of experience in the iGaming sector. Currently, he is Key Account Manager at Global Bet, the largest independent provider of virtual sports.

Reuben Portanier: a professional with executive management experience in gambling, consultancy, technology, and finances. Director of Business Development at GTG Advocates and Founding Partner at Afilexion Alliance. These companies provide legal and consulting services. The speaker is also Co-Founder and Director at Caledo.

Joe Ewens: journalist and author of many materials dedicated to gambling. Now, he is a managing editor at GamblingCompliance, a provider of an independent legal, regulatory and business analytics in the global iGaming sector.

The conference will be followed by the Talks&Drinks party. Participants will be able to discuss critical issues as well as find new business partners and investors to implement future projects.

Location and organizer
The conference will take place at Sheraton Zurich Hotel. The registration of participants will start at 9:30 a.m.
The event is organized by Smile-Expo, a company that has been conducting international specialized В2В and В2С events for 13 years.

Hurry up to buy a ticket at the 20% discount! You should just use a promo code: PR20. Register to the conference right away.
Event details are available on the official website of Zurich iGaming Affiliate Conference.

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