“Be unique! Don’t copy-paste, and try to identify and satisfy the exact needs of each operator you work with.” We met Yotam Peretz, Head of Affiliation at 10Bet.com – one of the hosts of Affiliate Grand Slam Bucharest and SiGMA17 exhibitors.
Hello Yotam, hope you are well during the summer heat!
Hi Marius! Thanks for asking. I’m doing well even though it’s 40 degrees here. Good job we have excellent air conditioning!
How did you come to enter the online gaming space?
I was always attracted to a career in online marketing – I’m one of those super-logical types and I like the fact that everything you do is measurable down to the most granular level.
I was an Affiliate for a year, before completing my bachelor’s degree in Economics & Management. I then began working for an iGaming company, initially as Affiliate Manager and then as Media Buyer for a couple of years. For the past year, I’ve held the position of Head of Affiliation and Media at 10Bet.
Can you tell us a little about how your company business is structured?
10Bet’s operation consists of a number of large and growing departments, including Acquisition, Sales, Retention, and Customer Support. We also have teams of legal advisors, content writers, and designers, as well as awesome analytics, R&D, payments, and finance units – everything required to run a world-class business.
Did I forget anything? Don’t think so!
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you at all surprised by the changes happening in the industry?
Consolidation is a natural process in many industries – look at how Google and Facebook just keep buying companies – it’s basically the law of the jungle.
However, it’s much less of an issue for us. We like to hold the widest possible portfolio and maintain strong relationships with small and medium-sized affiliates as well the larger ones.
In terms of how the current consolidation trend will redefine the industry, only time will tell, but I think we’re always going to see new entrants to the marketplace bringing fresh ideas and innovative approaches.
Which markets do you focus on and do you see any potential in the emerging markets ?
Currently, we’re focusing on the UK, the DACH countries, and the Nordic markets, all of which are extremely competitive environments. We’ve also just begun operating in Brazil, which is a very exciting territory for us.
What’s your view of the international market and the overall level of competition?
Global market conditions are pretty tight right now, and the level of competition is very high. That’s why one of our priorities is stay right on top of every industry trend and to constantly seek out ways to differentiate ourselves from our rivals and achieve real competitive edge.
In practice, that means identifying new regions, developing new features and working hard to develop and sustain great relationships with our affiliates.
Are there any exciting plans in the works that you can tell us about?
We’ve always got several big projects in the pipeline, and one that I can confirm to you in the coming launch of our new responsive design. This has been a major endeavor, involving a great deal of planning and resources and we’re confiddent that it will provide players with the best user journeys in the industry.
Beyond that, we’re also placing increased emphasis on our mobile product, streamlining the registration process and developing some very exciting features in the area of gamified betting experiences.
We are also investing heavily in our marketing technology. The coming few months will see us adopt a full attribution model and integrate additional industry-leading technology to increase both our marketing efficiency and our conversion rates.
What is the main thing that you’d like SiGMA readers to know about your brand?
10Bet was launched in 2003, but it’s over the past three years that we’ve seen some of the biggest growth. We’ve invested heavily in bringing on board some high-level staff to extend our reach, bolster retention and boost turnover across all markets.
Our average player value increased by 200% over the past year, and this is due to intensive CRM efforts and to improving our product and user journey across the board.
For example, we now offer the complete in-play betting experience with live video feeds of thousands of top-tier events on any device.
We’re present at all the affiliate conference and our share of voice is increasing all the time.
What challenges and opportunities has the move to mobile presented you with?
With Sports, the move has been easier because it’s inherently a more social activity, with people betting in front of the TV with friends or down the pub, but with Casino, it’s been more challenging. Many people are still looking for an experience that can be enjoyed on a big screen, and this is one of the issues we’ve addressed with our new responsive design.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
The affiliate environment looks set to become more and more competitive, and innovation will prove the key to success. This, of course, applies equally to operators and affiliates. 10Bet’s main challenge will be to get the message out there regarding all our new features and functionalities, but I’m confident that our family of existing affiliates – as well as the host of new ones we’re talking to – will be up to the task.
What two pieces of advice would you give to any new affiliate starting today?
Firstly, I’d say: be unique! Don’t copy-paste, and try to identify and satisfy the exact needs of each operator you work with. Secondly, I’d stress the importance of building long-term relationships by always being both flexible and reliable.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
To be honest, I can count on one hand the number times I’ve visited a casino. Sports betting is much more my thing. But with 1 million Euros, I’d buy my dream apartment, complete with a state-of-the-art music studio.
Are you ready for Affiliate Grand Slam Bucharest and SiGMA17?
I’m really looking forward to both events! We’ve got so much to talk about with our partners and it’s always great to meet our contacts from across the industry.
|Relive the highlights from our last show and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.||Are you an operator looking for top affiliates? Are you a top affiliate looking for a nice treat with like-minded affiliates playing at the same level?|