Interview with Lucas Gerhardsson, Slotsia

“Don’t try to conquer the world directly. Focus on one or two websites on one market in the beginning and give it all your love.” We met Lucas Gerhardsson from Slotsia.

Hello Lucas, how are you?  

Hey Marius! I’m great, thanks.

How did you come to enter the online gaming space?

I’ve been working within the digital marketing field for quite some time now, but I’ve only been in the iGaming space for about one and a half year. Back in 2015, it was a friend who introduced me to the great team at Betit Group  and when I was offered a job I couldn’t resist the challenge. I worked at Betit for one and a half year, before joining Slotsia.


Can you tell us a little about how your company business is structured?

At the moment we’re three friends working full-time with Slotsia together with some content writers and project managers on freelance basis.

To some extent, we do have different responsibilities. For instance, when it comes to sales, CRO, design and content but in the end of the day, we are all very focused on performance marketing in general and SEO in particular.

With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?

No, actually not. It’s nothing but natural that some companies have become huge and needs to continue to grow, both organically and through acquisitions. A lot of industries follow this path when they mature and it doesn’t surprise me that the affiliate industry is no exception.

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 have so many other ideas and so much left to do within the affiliate industry, so at the moment we have no such plans.

Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?

Unique content is of course, as you said, a key pillar for us. I mean, the content is what our visitors consume so it also has to be top quality content. For us content is not only an article containing x number of words. It’s also infographics, video content, interactive quizzes and so forth. For the upcoming months we will continue to create high quality content and we have a lot of super exciting stuff coming up this fall – stay tuned!

Which markets do you focus on and do you see any potential in the emerging markets ?

Our main focus has been Sweden, Finland and Japan. A couple of weeks ago we launched Slotsia UK which is a great challenge for us as well. There’s many truly exciting markets still to conquer, but for now these four markets will be our main focus.

How do you find Scandic market and competition?

The Scandic market is very competitive and demands a lot of attention, but it’s also extremely fun – if you succeed you’ll get a lot back. You need to find new ways to conquer the competition and I think innovative and creative ideas is a very big part of Slotsia’s success.

How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?

It hasn’t affected us. We are focused on building a truly great website that is crystal clear to Google and brings true value to our visitors, which we think Google always will appreciate.

Are there any exciting plans in the works that you can tell us about?

As I mentioned before, we have a lot of exciting content plans for the upcoming months. There will be even more engaging content on Slotsia, but I can’t really tell you more about that at this point.

What challenges and opportunities has the move to mobile presented you with?

We are very focused on conversion and our mobile site is basically treated as a totally different website. We are constantly monitoring the mobile traffic behaviour and optimising all functions for mobile devices. It’s more a great opportunity for us to be excellent on mobile, than a challenge.

What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?

The competition is constantly increasing and the customers is getting more and more educated, which means we need to continue to work very hard, be creative and produce content our visitors loves and is worth returning for. It’s very exciting times for us and being creative is what we do best.

On a broader scale, it will be interesting to follow the development regarding possible regulation in Sweden and other markets. It will be very exciting to see how both affiliates and operators act this autumn and further ahead, in 2018.

What two pieces of advice would you give to any new affiliate starting today?

Don’t try to conquer the world directly. Focus on one or two websites on one market in the beginning and give it all your love. If you’re going down the SEO route, remember to have a lot of patience and a strong focus. Learn to love digital marketing and everything around it, otherwise it will be very, very hard.

Do you play slots and what would you do with 1 million Euro from jackpot winnings?

As soon as we launch new games on Slotsia, I’ll give it a few spins. If I won a million euro I would probably waste half of it on crazy business ideas and the other half on some better ideas. An iPad would be great as well.

Are you ready for Affiliate Grand Slam Bucharest and SiGMA17?

Me and my colleagues are super excited to visit Bucharest and the Affiliate Grand Slam, our expectations are really high!

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?

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