We met Dennis Dyhr-Hansen, the founder of Matching Visions, who is taking part in Affiliate Grand Slam in Tallinn this April.
Hello Dennis, how are you? Are you ready for the Tallinn Affiliate Grand Slam 2017?
I’m great thanks and very excited about the upcoming event. It’s going to be an awesome few days of networking and fun and I always look forward to getting involved in these much-needed industry gatherings.
How did you come to enter the online gaming space and set up your company?
Like a lot of people, I was involved in the poker industry back in the days and that’s what brought me to Malta and into the world of iGaming.
Can you tell us a little about how your company business is structured?
We run Matching Visions, which is a successful affiliate network. We act as the middle man, so we bring together thousands of affiliates and hundreds of operators all under one roof. This makes life a lot easier for the affiliate as they have everything in one place, plus it gives the operator access to a large pool of affiliates through one contact.
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
It’s certainly been a crazy year in terms of acquisitions, but I’m not entirely surprised that this is how things have panned out. There’s a few very big players in the game nowadays and if they see something with potential or that could compete in any way with their business, they want it. Obviously for operators this is not ideal and hopefully it’s something that will slow down in the near future.
Which markets do you focus on and do you see any potential in the emerging markets ?
When we started we focused primarily on Scandinavia, which are obviously great markets. However, after a while we saw the potential with expanding into new markets, all over the world. Now we offer campaigns from over 25 countries, including some lesser known geos such as Poland, New Zealand and Canada for example. This list is growing every month and there’s certainly some countries we have a very close eye on, especially the huge South American and Japanese markets.
How do you find Nordic markets and competition?
The Nordic markets are now very saturated, with new casinos open up almost daily it seems. This gives affiliates more choice and therefore more power to negotiate with older operators, so it’s an interesting dynamic. We see so many casinos coming and going over the years and it’s quite easy to see from the start which ones will still be around in a year’s time.
Are there any exciting plans in the works that you can tell us about?
We always have exciting plans in the works. Recently we just launched our new affiliate gamification tool ‘MatchingMissions’. We’re really excited about this as it’s the first of its kind and there’s a lot of potential for us to grow this product and make it into something really cool!
What is the main thing that you’d like Sigma readers to know about Matching Visions?
We would just like the readers to know that we take a lot of pride in what we do and are very proud of what we have created so far. We have big plans for the future and we’ll continue to do things the right way and have fun whilst doing it!
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
Further consolidation is a challenge for us, as many of our affiliates who we grow with and work with for years get purchased and then can no longer work through us in most cases, which is a shame. A wider challenge is transparency with operators, especially the hundreds of new ones popping up. Knowing where and who you’re sending your traffic to and having peace of mind that you’re going to get paid.
What two pieces of advice would you give to any new affiliate starting today?
The first piece of advice I’d give is to sign up with Matching Visions, as we really do make your life easier as a new affiliate. The second thing is making sure you have something unique and exciting. With so many affiliates out there, you need to make you site and concept stand out, or you need to make your texts catchy and attractive. If you have the concept, work with the right people and put in the long hours, things will hopefully start to fall in place.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
Yes I play slots now and again and if I won the jackpot I’d probably just play more slots!
Originally from Denmark, Dennis Dyhr-Hansen has been at the forefront of the gaming industry in Malta for several years and works closely with hundreds of casinos and affiliates on a daily basis. In 2014 he founded the iGaming affiliate network Matching Visions, which has grown from strength to strength and cemented its place as one of the leading networks in the industry. As well as Matching Visions, Dennis is involved in several other projects and events within the industry.