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Exclusive Q&A with Marinos Shiapanis, CEO at Campeón Gaming Partners

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Exclusive Q&A with Marinos Shiapanis, CEO at Campeón Gaming Partners

 

We shall begin with the iGB award. How do you feel after winning this award? Had you expected this award?

We really didn’t. This was our very first time being nominated at the iGB Affiliate Awards and, given the fact that the competition was really high, we were not expecting to hear our name. Needless to say, we were – and we still are – overwhelmed and very excited. It was a team effort, and this is why we celebrated as a team after receiving the award in London.

This is the first time Campeon has been nominated for iGB Awards. And you hit the bull’s eye in the first instance itself. How do you see this honour: as a reward of your hard work or as a stepping stone for future innovation?

I think it is a little bit of both: it is definitely a reward and a recognition of the whole Campeón Gaming Partners team’s hard work and effort, but, at the same time, this is a stepping stone for us to do more, invest more in innovation, expand and further develop across all sectors. The whole team, and especially the Affiliate & Partnerships team, really devoted themselves to the company and they are the reason we have managed to win this award. Such an award is extremely important for us, as it shows how far we have gone in such a short period of time; we have managed to slowly establish ourselves in the iGaming industry, become a familiar face for affiliates in the market, expand our network and grow as a team and a brand. However, winning this award doesn’t mean we stop here; this is not just a motivation for us, but an obligation as well to work harder, focus more and deliver even better results. I think you will hear more of us the coming months.

The award recognises how Campeon stood out in terms of “transparency, inclusiveness and continuous support”. What are the things unique to the affiliate program of Campeon Gaming Partners?

Since the beginning, our vision was to create an affiliate program that would not only attract affiliates, but it would also keep them engaged. We started off with a small network and as we were building it up, we were also improving our program. Today, our network is comprised of over 1,000 affiliates and our affiliate team has managed to establish personal relationship with each and every one of them. To us, it’s crucial to put a face to the name; it’s not just about numbers, it’s about having a person who you know will listen to you and deal with your issues no matter how big or small. This is our way of thinking: we treat each affiliate’s request as equal, and I believe that our affiliates appreciate this.

In early 2019, our team dedicated themselves into redesigning the program’s strategy, aiming at building stronger, more interpersonal relationships with our partners, and providing them with better models in order to maximize their profits. At the same time, we optimized the affiliate experience, from the registration of the player, all the way to the affiliate statics’ analysis we have successfully merged, integrated, and incorporated all of the Campeón Gaming Partners’ brands into new platforms, ensuring that no affiliate activity was ever disrupted.

The award also mentions how Campeon offered tailor-made program to the affiliates. Could you shed more light into the deeply customizable affiliate programs of Campeon Gaming Partners?

Each affiliate has his or her own needs that looks into serving through a program. At Campeón Gaming Partners, we understand that, and every time we onboard an affiliate, we go into deep discussions with him or her to understand what they are looking for in our program. I think the most important fact for our affiliates is that we assign them their very personal point of contact, who is there for them whenever they are in need. So, when we onboard a new affiliate, we first assign him or her their point of contact, who makes sure to talk to him or her, understand his or her needs and goals and together they create a program tailor-made to the affiliate’s needs.

What are the qualities that you look forward to in an affiliate? Not all affiliates are likely to become successful, right? Based on your experience, what separates the successful affiliates from the rest?

We want our affiliates to treat us the same way we treat them: with respect and transparency. We always do our best to accommodate our affiliates’ needs, so we are looking into building partnerships based on trust. I think this is the most important part for us.

Regarding the second part of your question, I believe that definitely industry knowledge and audience play a significant part in separating successful affiliates from the rest. But besides these, I think that players are looking for affiliates who will be honest with them, affiliates they can trust; I believe it is the only way to build up a players’ audience.

New new social media platforms are increasingly micro-targetting the end customers and automated CRM tools are getting more and more advanced. In this scenario, how do see the future of affiliate marketing evolving?

I believe that affiliate marketing is already changing and with these new tools it will change even more in the future. We are now entering a new era: the digital and customized era. Customers are increasingly becoming more and more demanding; they now know they don’t have to compromise anymore with mass solutions, so they are asking for customized ones. They demonstrate their needs and preferences and demand for an experience tailor-made to them. I believe this is where affiliate marketing will focus in the future, and all the new or upcoming tools available, will give us the advantage of analysing the customers’ behaviours and providing the best solutions to them. Affiliate marketing of the future will evolve around customized player’s experience, in my opinion.

Finally, tell us about any big announcement in the near future. Expanding to more countries? Launching or integrating new products? Or a new marketing campaign? Our readers will be eager to read something first here.

A couple of weeks ago, we launched our first Pay N Play platform for the Scandinavian market, SvenPlay. In a few days, we will be launching our brand new, themed platform, Sons of Slots. This is a challenge for us, as it will be the first time we are introducing such a themed platform to our players. The Sons of Slots story goes back to the motor gangs of the US and it all evolves around that; rough street battles, leather jackets and ripped jeans, long hair, and endless road trips on their Harleys. This is what inspired us and we wanted to bring something very exciting to our players. Entering the Sons of Slots platform, our players will be transferred to a new world, the world of American motor gangs; they will play their favorite games in a new, adventurous environment, with exciting features, which will take their gaming experience to a whole new level. To bring this project to life, we have invested heavily in technology and this is why we partnered with a major agency, MaxCreate, specialized in bespoke front-end design, in order to be able to offer more flexible and versatile platforms to our players and to our affiliates.

I think 2020 is our year, and people will hear more of us: exhibitions, PR, awards… We will make it happen.

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Affiliate Success

Exclusive Q&A with Jeton Kodia Co-Founder at Oddspedia

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Let’s start with a few words about yourself. Our readers love top executives talking about themselves.

My name is Jeton Kodia and I have been in the gambling business since 2009. I became an iGaming affiliate when I turned my hobby into my profession. Gambling is part of my life – I love betting, casino games, and poker. Additionally, with my first name Jeton, it was somehow destiny that I had to step into this industry. I am addicted to football, and I had to lose quite some bets on my favorite team until I learned that when you want to take betting seriously, you need to refrain from your emotional attachment to a particular team and turn your attention more to comparing the odds. Besides football and pro sports in general, I bet on pretty much anything with my friends. This ranges from prop bets about winning at Playstation games to whether my first child will be a boy or girl. There is always something going on in my life which we can bet on.

Now on to Oddspedia. What led to the founding of Oddspedia?

As I already hinted at before, I wanted to focus more on the odds at sports betting. Therefore, I teamed up with Jan, whom I know since we were 18 years old, and who is equally passionate for sports in general and football in particular. Together, we co-founded our company and website Oddspedia. The main goal of our company is to provide valuable, competitive and user-friendly services for sports betting fans, players and publishers. Since its inception and over the course of several years, Oddspedia established itself as one of the biggest international affiliates in the sports betting world.

Could you elaborate on the cutting edge that Oddspedia possesses? There are other companies that offer similar services. What makes Oddspedia “the number one sports companion” of punters?

The website aims to provide as much value to the user as possible, and the information is conveyed in a manner to ensure a great user experience. It starts with guaranteeing a reliable odds comparison – odds on Oddspedia are being scanned in real-time across more than eighty bookmakers to ensure that only the most up-to-date data is displayed. This is complemented by features not commonly found in competing websites, such as geolocation to show only relevant betting sites for the user, direct links to bookmakers’ betslips, full odds movement history and various betting tools. This is part of what makes Oddspedia one of the best sites for odds comparison. But as a matter of fact Oddspedia offers much more than that. The website has amazing sports coverage as well, providing livescore information on more than 30 different sports. Users can also explore sports statistics, bonuses and promotions, or read the latest news on their favourite leagues, teams and matches. All of this wrapped in an app-like web experience, with quick performance and a state-of-art modern design makes it easy for Oddspedia to stand out from its competitors.

You recently overhauled the Oddspedia website. What are the new features that have become user favorites?

In August Oddspedia had the biggest makeover yet with its relaunch. The new version was in development for more than a year, and enabled the development team to apply new tools and technical innovations that were simply not possible on the old site. Major front-end and back-end changes were done to improve the user experience, and the new UI provides much more natural and polished user flow. To ensure seamless operation, updates regarding back-end software, systems,  processing odds nodes, and new integrations are introduced almost on a day-to-day basis.

You have also launched widgets for webmasters and digital publishers which help them monetize their website through affiliate marketing? Tell us more about the widgets and process of monetizing.

One of the main issues from editors, publishers and affiliates is providing real time data to their customers. Is extremely hard to find a proper way to do it. The Oddspedia Widgets fill the gap between the sports data feeds and the operators.

For editors, the Oddspedia Widgets have been developed as a real “all-in one” solution. These tools can be implemented into any site by simply pasting their code, providing that site’s users with real time odds data. Publishers can benefit from the live information by not only providing their users an odds comparison widget for free, but they can include their affiliate link to the respective bookmaker. Clicks are simply shared on a 50/50 basis. The way the split works is that the widgets rotate with two links, one for the publisher and the other for Oddspedia which will be applied with equal chance.

 Publishers will get real time sports data without any cost for them, at same time they offer that to their customers and readers.

The Covid-19 pandemic has affected the betting and gambling companies, especially the traditional forms of betting and gambling. It is not yet done yet. How have the lock-down and social distancing measures affected your business?

In every crisis there’s an opportunity. The coronavirus outbreak has had a devastating impact all over the world and on our daily lives, with many businesses in almost every industry feeling the pinch. That’s no different with the gambling industry, as most major sports were suspended in the first lockdown during spring time.

At Oddspedia we expected that the interest in sports will even grow bigger in times of social distancing and isolation. But with the vast majority of sports canceled we had to find a way to react to the situation. We focused on increasing our sports portfolio and cover almost any event going on worldwide. As crazy as it sounds, the matches from a Table Tennis tournament in Russia were checked over a million times on Oddspedia.

There are still positives that can emerge from the pandemic, with virtual sports and esports being one of them. Virtual Sports truly boomed in interest. Esports betting is a vertical in the industry that was already rising in popularity before the outbreak. But now, it’s well on its way to establish itself as a major offering for operators and affiliates, which is set to continue even after we come out the other side of virus lockdowns.

It has been seven years since Oddspedia was launched. Most of these times, you focused mainly on Europe, especially the German-speaking countries. You are now venturing in to South America. How has the user response so far from the Latin American countries, who certainly love their football? Any plans to start operations in Asia?

Our entry into the South American market has been very successful. The audience there is extremely passionate about sports and betting, and they show a great demand for our product. Of course, we provide local users with well-targeted information from local bookies in their native language. We began with the integration of Spanish and Portuguese languages for our product, then we structured our content to be as engaging as possible for local users. It’s no secret, that for users from Brazil, as well as for other Latin American countries, football is the most popular sport. So when entering our website, we meet users with the most interesting football matches from their local leagues. These are shown first and then followed by popular worldwide championships.

This personalized approach is very successful and we have good and stable traffic coming from these countries

Several Asian countries, like Japan for example, are very interesting for oddspedia, as well. However, we deem it highly important to find the right partner when entering a country like that. It is crucial to have the right partner who is fond of the language, can translate and adapt to the correct betting terminology, and possesses local SEO knowledge. We envision to grant sublicenses for oddspedia if the right company to partner with comes knocking on our door.

The technology is moving at an unimaginably high speed. How do you think artificial intelligence and machine learning would impact the betting industry, and specifically the odds comparison

Automation based on machine learning has been key within ecommerce for years and the igaming industry should apply insights gained in other sectors. Offering a personal user experience in a responsible environment comes from understanding and catering to each individual player’s needs from an entertainment point of view. AI is a type of software or hardware that learns – and it could be programmed to learn mostly about users and their behavior and utilize those insights to drive the developments of new, hyper-personalised gaming and internet betting experiences. The technology is being applied to learn our habits, our likes, and our relationship patterns. Online gaming is an industry that runs on data, such as results, stakes, percentages, odds, stats, and so on. All of these numbers are constantly crunched, calculated and analysed behind every major gaming platform. For this reason, ML is actually playing a growing influential role in the sector, changing the game for both online gaming businesses and their players

Finally, what would be your key advises to any new entrepreneurs starting something new in the gambling industry or affiliate marketing sector?

Don’t start something just on your own if you are a newbie. First, dip your foot in the water and gain some experience in the industry. I would recommend starting with a job at a bigger affiliate company or in affiliate marketing at an operator. If you are smart, you can learn a lot quickly and avoid a bunch of costly mistakes you might have made otherwise. In the next step, you can try out your own ideas. By then, you already have a sound understanding of the industry, which allows you to make even better products right from the beginning and the timeframe until you are able to realize a return on your investment is likely to be much shorter, as well.

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Affiliate Announcements

Bojoko crowned Casino Affiliate of the Year 2020

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Bojoko crowned Casino Affiliate of the Year 2020

 

Online casino comparison site takes home its first EGR Operator Award off the back of a hugely successful year

 The party is continuing at Bojoko after the online gambling comparison site was named Casino Affiliate of the Year at the prestigious EGR Operator Awards 2020.

Bojoko fought off stiff competition from some of the biggest names in the affiliate industry, including Gambling.com Group, Catena Media and Blexr, to take home the trophy.

EGR judges said that Bojoko had showed “very strong growth” over the past three years having been the first to use the Airbnb and Trip Advisor model in the online casino sector.

The EGR judges said: “They continue to be innovative with a number of new features which has allowed them to grow to 26,000+ registered members.

“I really like the concept, it’s a true affiliate giving customers choice who to choose, growth looks decent and operators managing the page ensures compliance and cost control.

“It is a clever idea and model and shows good growth,” the judges added.

Bojoko allows online casino operators and game developers to create their own listing and tell their story through their own words, images and videos.

Bojoko members then rate and review online casinos and games based on the experience they receive, with Bojoko’s member base now standing at 26,000+.

Joonas Karhu, Chief Business Officer at Bojoko, said: “We are thrilled to have been named Casino Affiliate 2020 at the EGR Awards and for Bojoko to be recognised as a true leader in the space.

“The Covid-19 pandemic saw operators pivot to casino as part of efforts to mitigate the impact of the global sports blackout, making the casino comparison sector even more competitive than normal.

“The Bojoko team rose to this challenge and I am so pleased that their efforts have been recognised by EGR and its panel of esteemed judges.

“Our mission from day one has been to help players find the best casinos for them while also meeting the highest possible standards when it comes to responsible gambling and safe gaming.

“We continue to innovate and introduce new tools and features to help players filter and compare the 160+ casinos and 40+ game developers listed on Bojoko.

“We have ambitious plans for the coming 12 months, including expanding into the US market, and look forward to doing this with our first EGR award in the bag.”

 

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Affiliate Announcements

Karhu launches Professional Gambling Affiliates Association

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Karhu launches Professional Gambling Affiliates Association

 

Bojoko’s Chief Business Officer launches industry group with the aim of creating contractual security between affiliates and operators for the first time

Joonas Karhu, Chief Business Officer at Bojoko.com, has launched the Professional Gambling Affiliates Association (PGAA) to help improve the relationship between affiliates and operators and create contractual security for the first time.

Karhu formed the association after becoming concerned with the imbalance in the relationship between affiliates and operators. The PGAA will address this with affiliates coming together as one in order to push for contractual security and fair terms and conditions when promoting operator brands.

At present, there is no contractual security for affiliates who are forced to sign agreements that are one-sided and subject to change at any time. This can see life-time revenues slashed and fees increased with little to no notice.

This is not the case in other B2B industries and makes running an online gambling affiliate business incredibly difficult. Operating an organisation without a secured contract is unsustainable, making it impossible to invest in growth and putting jobs at risk.

The PGAA intends to create a contract that provides the security its members need to be able to promote operator brands now and moving forwards. The contract will be signed by PGAA members and their operator partners.

Bojoko will handle the initial communication between the PGAA and operators, and will also cover the legal cost associated with creating the PGAA contract. This includes any potential reviews or amendments required now and in the future.

Karhu is now calling on affiliates of all sizes to join the Professional Gambling Affiliates Association. Those interested in signing up can do so by requesting to join the dedicated Professional Gambling Affiliates LinkedIn Group here.

Joonas Karhu, Chief Business Officer at Bojoko, said: “The situation online gambling affiliates face is unprecedented when compared with other industries and sectors. Running a business without a secured contract is simply unsustainable and puts organisations and their employees at great risk.

“By creating the PGAA, I hope to be able to provide the contractual security that affiliates need to be able to promote operator brands and be confident that the players they send and the revenues they generate are secured over time.

“I am now calling on all affiliates to join the PGAA and for operators and other industry stakeholders to support the association and its mission to level the playing field for affiliates and to provide the contractual security they need and deserve.”

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