SiGMA met Milica and Bane from AskGamblers for an interview about the company and their thoughts about the industry.
Hello Milica and Bane, how are you? Are you ready for the Tallin Affiliate Grand Slam 2017 and SiGMA17?
Hi Marius, we are beyond excited to be visiting Tallinn and Malta. Meeting people from the industry and having the opportunity to talk to them face-to-face is always a rewarding experience, so we are greatly looking forward to both conferences.
Can you tell us a little about your company and how the business is structured?
AskGamblers is an award-winning casino affiliate website and a prominent name in the iGaming industry. Last year it was acquired by Catena Media, a rapidly growing multi-brand performance marketing company. We are proud to say that AskGamblers has remained an inextricable and important member of the company, and a product that will only continue to grow, expand and set standards in the future.
With the recent wave of consolidation, mergers and acquisitions of affiliates sites, are you surprised at all changes happening in industry?
We believe that these changes are highly beneficial, as can be seen from our very example. Brands are stronger when they’re united and we, too, have only grown stronger with the merger.
A number of your competitors have gone down the real money operator route, and tried their hand at white labels. Have you also done this?
We most certainly haven’t. AskGamblers is an affiliate website and we plan on keeping it that way. Our success is the result of carefully planned affiliate marketing strategies, high quality content and SEO and constant developing endeavors and improvements and we couldn’t be more pleased.
Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?
Our content team comes up with creative solutions on a daily basis and focuses on creating engaging and unique content regularly. As we intend to further expand on the internet, we constantly work on innovative ways to present promotions and harness the strength of our united brands. Furthermore, it is our goal to continue to provide players with unbiased information that will guide them towards quality casino operators and a safe gaming experience.
Which markets do you focus on and do you see any potential in the emerging markets?
While the UK and Nordic markets are our primary focus, we do intend to become a stronger presence in Europe. From there on we eventually intend to explore other market opportunities, as well.
How do you find UK market and competition?
The competition is truly fierce and there are numerous websites trying to get ahead. We, however, try not to be as focused on the competition and, instead, make it our business to be – and stay – the best at what we do with our first-rate content and high-quality offers.
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
We invest incredible amounts of time and energy into creating high-quality content and that is what makes AskGamblers unique. We truly feel privileged to have gained such popularity in the iGaming industry through organic traffic. We’re aware of the importance and benefits of SEO and we constantly work on securing our undisputed position in the industry.
Are there any exciting plans in the works that you can tell us about?
We’re always on the lookout for new and exciting ideas for website improvements. That said, we don’t want to spoil anything beforehand. All we can say is: keep an eye on AskGamblers, stay tuned and you won’t be disappointed!
What is the main thing that you’d like Sigma readers to know about your sites?
Although AskGamblers is a leading website in the iGaming industry, it is also part of Catena Media, a huge machinery that is only going to become stronger and more excellent down the line. We’re proud to be member of the Catena family that, alongside JohnSlots, RightCasino, SBAT and Mr Bet, to name a few brands, is at the very heart of the industry.
What challenges and opportunities has the move to mobile presented you with?
Mobile phones, and more specifically smartphones, have undoubtedly changed the way players consume the generated content. That is why we adjusted our content to be fully accessible on mobile devices a while ago and we constantly strive to follow the latest trends. Hence, the AskGamblers mobile apps for Android and iOS devices are continually improved and updated.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
Some of the biggest challenges are staying at the top and continuing to acquire new users in a purely organic way. Exploring and conquering new markets will surely be a challenge, too, as will the increase of high value leads that operators receive through the partnership with Catena.
What two pieces of advice would you give to any new affiliate starting today?
For one, create a brand that is as different as possible from the others or find a way to improve an already existing idea. And two, give it all you have. It may be difficult and even seem downright impossible at times, but if you power through it, the whole experience will reward you with excitement and creativity and ultimately prove to be worthwhile.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
We’d organize an unforgettable team building event on an exotic island for the entire industry. How’s that sound?