Hello Thorsten, how are you? Are you ready for the Tallinn Affiliate Grand Slam 2017?
Hi Marius, I´m great thanks! And Thanks for giving me this opportunity. Yes I´m really looking forward to see you all at AGS in Tallinn, which btw is a very nice city. And very cheap compared to Stockholm.
How did you come to enter the online casino space and set up your company?
I joined my brothers company. I was in the entertainment business for many years before I entered the affiliate and the iGaming industry. My brother has been my mentor in business terms since early years.
Can you tell us a little about how your company business is structured?
We only handle Affiliates as today.
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
Well I am, but my brother has been in the industry since 1998, so he’s more cool about it and seen the ups and downs. Of course this gives me a personal kick to work harder.
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’re not planning for the nearest future, but who knows?
Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?
We do as we do right now but with a few tweaks. There is one project right now which is very much based on a character and his style of content writing which will be interesting to see how it´s going to be received and convert.
Which markets do you focus on and do you see any potential in the emerging markets?
Focus is Sweden for some of the brands and Europe.
If we manage to get the manpower it would of course be interesting to go Asia and North and South America.
How do you find Scandinavian markets and competition?
As a gaming market fantastic, but lately the competition is horrific. We see an increasing competition. Lots of new luck seekers. But I think it´s the genuine affiliates that will survive in the long run.
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
Holy Cow! Google has refined the algorithms so though now there are almost no back doors at all left to tweak. You just have to work harder and invest more hours to really work with your keywords, SEO and content has to be 100% unique.
Are there any exciting plans in the works that you can tell us about?
Hmm. Yes actually there is, but nothing I can share here right now.
What is the main thing that you’d like Sigma readers to know about your sites?
Our vision and goal is to be a trustful and reliable competitor to the big major affiliates sites out there today.
What challenges and opportunities has the move to mobile presented you with?
Our platforms have been 100% responsive since start, so the transition to the mobile devices was very smooth. I can’t really see any downsides with it. The oppertunities are massive since the Scandinavian People are picking up their phones 150 times per day in average. Mobile devices have about 70-85% today.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
I think there will be a bigger competition, so in terms of SEO the work will be harder, and more time consuming.
What two pieces of advice would you give to any new affiliate starting today?
Stay out of it! Just kidding 😉
1. Make sure you understand the work of SEO. This takes time, so be patient!
2. Go to the conferences and meet people like SIMGA Conferences can offer. When you sign up with a casino affiliates, milk the account managers on all crusial details you need to know to promote their welcome offers etc. It’s in their interest you get a win/win scenario!
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
Yes I do play slots, but not like I used to do. Got too much work these days.
If I won 1 million Euro I would definitely spend it on investing in future projects, secure some money in stocks for my kids. Get a nice and long vacation, which I haven’t had in years.
Thorsten Andreassen have been working as a Head of Projects of Intergalaxy Media Malta Ltd from 2014. Besides that he also works as an Festival Director/Artistic Director for Stockholm Street Festival.