The online gambling industry has witnessed a huge growth in the past years and all the recent facts point to a much bigger growth in 2016. This growth is thanks to the affiliates that drive players towards online gambling brands. Such is the case of Jeff Grant, founder of www.OnlineCasinosElite.org, an online gambling affiliate website which has lots of potential to become a true super-affiliate within this year.
EEG/GAV: Tell us a bit about yourself, we want to know who Jeff of really is, the main person behind OnlineCasinosElite.com. Where were you born? What was the key idea of developing this great review website for top online casino games and reviews?
Jeff: I was born in Italy but my parents have Italian-American origins. I 33 years old, and I studied in Italy (Pisa) and received a degree in electronic engineering. I live in UK, but I often travel in the States and to Italy whether for business or family relationships. In the beginning, OCE has been developed for pure fun. Over the time I realized that I could pull off something great from it and I slowly started to improve it. I invested the commissions that I’ve received as an affiliate, only to improve the site (development/contents/marketing). Lately I created a team to work exclusively with it. It has been a slow and arduous progress that required years of efforts, but today I can see a solid website, which I will continue to increase for the years to come.
EEG/GAV: As we understand your website has been live for quite a while now and it gains popularity day by day. Congrats for this! Where do you think OnlineCasinosElite.com stands now?
Jeff: In this market the competition is very high, so it’s important stay up to date and never stop publish interesting and useful contents. This is the main job we strive to do and, in time, we got respect and authority for the quality of our work. We just want to stand there, and move forward in small steps.
EEG/GAV: What are the strong points of your website and what makes it stand out from the niche websites?
Jeff: A strict policy at OCE is to provide original/useful contents, and that’s the primary goal we try to accomplish. Contents ranging from useful landing pages like casino/slots directories, unbiased casino reviews, software’s information, and free casino games – to industry news, tips and curiosity. Everything is gambling-related and aimed to please visitors and give them useful info.
EEG/GAV: What were the bumps on your road when you got started and how did you overcome them?
Jeff: When I started as a webmaster in 2007, as many of you should know, search engines (especially Google) had different reactions to SEO. With the evolution and changes of the algorithm, many aspects of SEO have changed. Now, everything needs to be monitored and to be perfect to work. Unfortunately, in the past we have not been as careful as today and we paid our superficiality with much extra hard work; we had to change totally the style and many content of the site to please search engines updates and most of all to please the visitors.
EEG/GAV: You have an interesting approach towards the rating of online casino. Was this the main idea behind the website when you started or was it something you acquired on the go?
Jeff: The idea behind the site has become clearer with the passing of time. By analyzing the behavior and needs of the users that interact with the site we could understand what they was looking for and consequently how to please them.
EEG/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? How many reviews are there on your website?
Jeff: At the moment we have about 600 reviews between online casinos and slot games (excluding affiliate programs and software reviews). A team is working on contents; we select skilled writers only, and we instruct them on what kind of material is required. We usually are looking for friendly and long-term collaborations.
EEG/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?
Jeff: We know that many low quality contents and spammy pages appear regularly on search results. Google is working to fight this and serve better contents. We can’t do anything at regards; we just keep publishing high standard contents and useful info for users.
EEG/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?
Jeff: Keep good relationships are important in this work; we have many contacts with affiliate managers, and they give us to assistance when we need. Usually we ignore those who work for rogue/not recommended affiliate programs.
EEG/GAV: How do you see the future of the gaming industry? For instance, will it become a truly global phenomenon in the near future?
Jeff: I’m a bit concerned about affiliates as individuals, since the trend indicates that more countries are banning online gambling or want to take control over it. So many restrictions are a clear problem for us.
EEG/GAV: Can you name one change that you want to see in the casino affiliate ecosystem?
Jeff: More transparency and controls over affiliate programs and related platforms. I would like that all the affiliates’ efforts were not wasted, since some programs are unfair and think to self-profit only.
EEG/GAV: What advise you would like to offer to the new affiliates who are looking to venture into this great industry?
Jeff: Well, the market is saturated enough, so if you are looking for real success, I think you need to present something new and useful, and at least, to know some new SEO basics.
EEG/GAV: Who is your favorite celebrity?
Jeff: As motor enthusiast, I have a weakness for Lewis Hamilton (F1)
EEG/GAV: If you would just open your YouTube search bar, what would you search for?
Jeff: I usually look for music, in particular electronic and metal bands.
EEG/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.
Jeff: I would love to visit Lithuania, and in particular the “Curonian Spit”, those landscapes seem to be amazing. By the way, out of Europe, my favorite destination is Jamaica.
EEG/GAV: Where you wouldn’t want to travel in Eastern Europe?
Jeff: There is no one European place I wouldn’t want to travel
EEG/GAV: What is your opinion about EEG (Eastern European Gaming – eegaming.org/Gambling Affiliate Voice – gamblingaffiliatevoice.com)?
Jeff: You asked me “what advice you would like to offer to the new affiliates who are looking to venture into this great industry”. Well, this site is a perfect model about what should work and would be useful today in gaming industry; by my point of view, EEG/GAV is a clear example of what is needed to emerge in this hard niche today.
EEG/GAV: Thank you for this opportunity and have a great one!
Jeff: Thanks to you guys and compliments for your excellent work.
Exclusive Q&A with Jeton Kodia Co-Founder at Oddspedia
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.
Affiliate Interviews: Toni Halonen, Co-founder & CEO of Good Game
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.
Affiliate Interviews: Luke Eales, Founder of Seven Star Digital
Seven Star Digital (SSD) was founded by Luke Eales in 2016 with the aim to provide better gambling comparison services to consumers in the UK and beyond. Since then, SSD’s first website TopRatedCasinos.co.uk has consolidated a very strong position in both PPC and SEO channels within the UK Casino industry, delivering thousands of FTDs to licensed casino operators every month. With a vision for creating a truly comprehensive global online gambling comparison site across all verticals, the company launched Compare.bet in October 2017. Seven Star Digital currently employs a dozen talented marketers and technologists in its London HQ.
Name: Luke Eales
Living in: London
Favorite Food: Italian
Must Read Book: The Pig That Wants To Be Eaten by Julian Baggini
Job title: Founder & CEO
GAV: Hi Luke, tell us and our readers as well, a little bit about yourself, we want to know who Luke really is. How did your career start in the industry? What was your first job?
Luke: This is my first real activity in the gambling industry. But if we’re talking digital marketing, I got started back in 2003. Personal SEO projects made for a nice side earner while studying – at the time I had no inkling that it’d become a career.
GAV: Do you still remember when you first heard about gambling or online casinos?
Luke: It was probably about fifteen years ago – I set up a very small and unsuccessful affiliate site with my brother called Bonkers Betting! It’s hard to avoid the industry when working in digital. Partly because it’s an incubator for bleeding edge acquisition tactics.
GAV: Since there are thousands of websites and portals in this niche out there, where do you think your websites stand at this moment and what is that plus that the other comparison portals don’t have?
Luke: One of our strengths is we’ve come from outside the industry with a fresh perspective. Our inspiration also comes from outside the industry – the big travel and insurance comparison sites for starters. They’re a long way ahead of gambling comparison, but we’re aiming to catch up fast – in terms of content, user experience and brand.
GAV: Tell us about your team a bit!
Luke: We’re based in Shoreditch – hipster central in London. The area has a great buzz, full of startups, as well as vibrant bars, restaurants and galleries. There are currently around a dozen of us at the company, spanning marketing, commercial and tech. We’ve got a great bunch of people all striving to take gambling comparison to the next level. Also, we’re hiring!
GAV: What kind of SEO, digital marketing or affiliate techniques do you follow this year, and how about any new upcoming trends?
Luke: For us, the definition of good digital marketing doesn’t necessarily change monthly or even yearly. Paid search, paid social, organic search – the platforms and behaviours evolve, of course. We’re less focused on the next new thing, tactical marketing trick or short-term win. For us the differentiation is in execution, organisational agility and deep understanding of our lines of business. This allows us to adapt to the evolving landscape, including from a regulatory perspective. Of course, the big change happening right now for data/permission marketers is GDPR. We’re hopeful that this will succeed in ensuring users’ interests and personal data is protected.
GAV: What are the challenges that you and your team face in regards to affiliate marketing in 2018.
Luke: Put simply, the ever-increasing ferocity of competition in the sector. Everyone wants a piece of the pie – we are acutely aware that in order to maintain and grow ours, we have to earn it. This keeps us at the top of our game. We wouldn’t have it any other way.
GAV: How do you manage to keep the websites fresh and relevant, when a lot of fluffy and nonsense appear on the Internet non-stop?
Luke: The crusade for ‘fresh content’ has created a cottage industry of content churners who prioritise volume over quality. We take a different approach – while we do aim to create vast and comprehensive sites, we’re not fans of expansion for expansion’s sake. We find that writing for people rather than search engines acts as an automatic fluff filter.
GAV: We are pretty convinced that you receive messages from Affiliate Managers on a daily basis showcasing their best products. You, of course select them by the brands they work with. What are your thoughts on how a real Affiliate Manager-Affiliate relationship should be built, and how not?!
Luke: Trust, transparency and sharing of insights. When you’re providing a quality service and valuable traffic, there is no need for smoke and mirrors in the partner relationship. This honest and open approach makes everything easier and is best for all in the long run.
GAV: Next to the UK market, which are the other ones that you already target or want to expand into?
Luke: We have our eye on several regulated/soon-to-regulate markets in Europe. We’re also growing Compare.bet with a global scope – the recent US news creates great potential, but we expect to pick up traffic from a real long tail of geographies.
GAV: How do you see the Nordic market?
Luke: Having been a fairly stable and attractive region for some years, things are starting to change – with regulation in Sweden and moves to restrict in Norway via payment blocking etc.
Our first step into Scandinavia is with our Swedish comparison site ToppOnlineCasinon.se – we already work with most of the top operators in the region but are being very careful not to make assumptions about user behaviour and what will work over there. Our eyes and ears are open to the requirements of Swedish players and operators alike, and we expect the user experience to diverge from our UK sites based on what we learn about specific local needs over time.
GAV: Tell us one change that you want to see in the online gambling industry?!
Luke: We want running a ‘gambling affiliate site’ to be as well respected as running a ‘finance comparison business’. This will only happen with the industry taking more of a user focus and thinking bigger. There are certainly signs that this is starting to happen.
GAV: Do you have any advice for newbies who are looking to venture into this majestic industry!?
Luke: Get into the data. Not only will it allow you to improve your own metrics, but it will create transparency with partners and the opportunity to work together to grow based on real insights.
GAV: How about iGaming/online casino/gambling conferences, do you attend any of them? If so, which one is your favourite and what is your most fun experience?
Luke: We try to attend as many as possible. It’s rare to leave without a killer insight or two, at least. Face time with partners is also invaluable We’re looking forward to Lisbon this autumn – the weather should in theory be better than Berlin, which is a plus!
GAV: Where would you like to travel in Eastern Europe, any favourite country or region?
Luke: I haven’t seen much of it, so I’d have quite a long to-do list! In particular, I’ve heard great things about Slovenia.
GAV: Where you wouldn’t want to travel in Eastern Europe?
Luke: I wouldn’t rule anywhere out!
GAV: How about a favourite celebrity or a mentor, do you have one?
Luke: I’m not a big follower of celebrity. I have however been fortunate enough to have worked with a range of experienced and knowledgeable senior colleagues throughout my career, all of whom have had a great influence.
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