GPWA Times Magazine - Issue 49 - April 2021

Do you gamble? I’m a casual sports betting cus- tomer. It’s not fair to sell something you don’t buy yourself. It’s, in a way, the skin-in-the-game-prin- ciple. Brick and mortar is important. For many customers, it is an important place where conver- sation, decision making and socializing happens. What should affiliates know about GAMING1 in order to effectively market its brands? We care about transparent communication and re- liability, individual approach and tailored solutions. There are no silos we are unwilling to overcome. Our up to 48 hours response rate towards affiliates is in the heart of our internal setup. Operators often don’t appreciate branding and the retention power of affiliates enough, or how expanded media expo- sure and semantic contextuality matter. Affiliates are our partners and customers at the same time, and we are here to serve them the right way. What are some things you know now about the iGaming affiliate space that you wish you knew 10 years ago? I would say that this relates to the whole digital landscape. Outstanding creativity and being up to date is absolutely essen- tial to capture the attention. Attention spans are shorter and more fragmented in digital. With all the shortcomings from future GDPR and privacy protection measures, it will be more important than ever before in the future to transfer the knowledge of on-site customer behavior towards affiliates, so you can shift efforts the right way. As you grow older, you improve your ability to recognize and identify value better. Interpretation of data is extensive. What do you like most about your job? We operate in the mode of constant change and that requires a blend of different skills. We love to meet new people and spend quality time together that goes beyond the business narrative. It’s amazing to see how different digital channels relate to each other. What would be your advice to an affiliate just getting started in the business? Serve the cus- tomer. This will sound like a “buzzword,” but always provide meaningful semantic context and choose the quality media from operators that will serve like functional informational and an entertaining puzzle for the visitor. On the UX side, make sure that you reduce situations where a visitor could get lost in the blind path. Produce the right content and anticipate new trends. Zoom in and zoomout, while planning ahead. How has the COVID-19 pandemic affected you We miss meeting each other. While working remotely provides a lot of flexibility, it can also improve productivity and efficiency. But human interaction remains essential for our business. I’ve been blessed to meet a lot of interesting colleagues . . . The essence of this industry is in the DNA of our company as we are also games producers . The spirit and passion is here and we look forward to the next chapters of our development in a number of regulated markets . 67 G P W A t i m e s . o r g