with the Barcelona blog alone boasting over three million in English. We use AI to create a large network of YouTube channels focused on club-related topics. We know how to convert social media traffic into website visits and FTD conversions. Tribuna’s website is available in six languages. How has this multilingual strategy expanded your reach and enabled you to tap into different markets? We believe that the development of AI will contribute to the globalization of the media market. Currently, we run club YouTube channels in five languages, recording the video once. This significantly speeds up production and reduces costs. While we don’t yet believe in fully autonomous AI, we operate in a co-pilot mode where a human oversees the AI’s work. Nonetheless, AI has certainly accelerated the process of producing content in multiple languages. Tribuna features affiliate links for both sports betting and casinos. In your experience, how much crossover exists between sports bettors and casino game players? Our goal is to produce quality media for both sports bettors and casino players. We know how to create an engaging product for the end user, and Google values keeping the audience satisfied. Our job is to respond to user intent. What criteria do you use when deciding which affiliate programs to partner with? What key lessons have you learned over the years about selecting the right programs for your sites? We aim to create win-win situations and build long-term relationships. Trusted Community: Users can not only read but also influence what appears on the front page through rankings, comments, and blog posts, which can appear alongside editorial content. High journalistic standards and a sense of humor. Could you provide a glimpse into your team’s size, including both full-time staff and freelance contributors? We are quite a large company, with over 150 staff members. Twothirds are in editorial, and one-third are in development and product. Recently, we calculated that our team is spread across more than 30 countries, from Madagascar to Kazakhstan to Peru. And we continue to grow. If you are interested in developing a powerful sports product, please contact us. What professional path were you on before Tribuna Digital? Did you have any prior experience in journalism or publishing? I was fortunate to know from a young age that I wanted to create and manage sports media. In the sixth grade, I was first published in the top Belarusian sports newspaper. After university, I was invited to become the editor-in-chief of a sports newspaper. A few years later, a classmate and I launched a sports website, and within a few years, we reached an audience of one million users. In 2014, Tribuna.com, an international group, acquired us. Since then, we’ve been part of the same team. Initially, we developed products in Ukraine and Belarus. Then, we entered the global market with a unique offering — powerful apps for Europe’s top clubs: Barcelona, Real Madrid, Liverpool, Chelsea, Manchester United, Bayern Munich, AC Milan, and others. To date, these apps have been downloaded over five million times. We believe we can serve the interests of club fans better than the official apps. The release of the Tribuna.com general football application is planned for the near future, and it will compete with the best live scoring apps. Was affiliate marketing part of Tribuna’s initial business plan, or did it evolve organically from a news-focused platform? Before the onset of Russia’s full-scale war against Ukraine, our model was purely advertising-based. We were a profitable company growing dynamically. The war and the subsequent collapse of the advertising market in Ukraine forced us to introduce two new revenue streams: premium subscriptions and affiliate marketing. I believe it was the right decision. Today, we have thousands of first-time depositors and thousands of premium subscribers. This success proves that our product is of high enough quality that people are willing to pay for it, and it also contributes to the sustainability of our business model. When Better Collective buys media, we don’t need to buy anything; we have our own substantial media product that attracts traffic worldwide. Tribuna has an impressive amount of constantly updated content. In your opinion, does the adage “content is king” still hold true in today’s digital landscape? Absolutely. Even in the age of AI, it is still people who make the difference. We believe our editorial team is among the world’s leaders in content packaging. We know how to create viral content that captures the attention of both hardcore fans and those with a casual interest in football/sports. This approach also aids in affiliate marketing. Barcelona Live’s social media channels have a vibrant community. How instrumental has social media been in driving organic traffic and FTDs for Tribuna? We have more than 15 million followers across our social media platforms, While we don’t yet believe in fully autonomous AI, we operate in a co-pilot mode where a human oversees the AI’s work. Nonetheless, AI has certainly accelerated the process of producing content in multiple languages. 53 GPWAtimes.org
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