“We see many competitors who – when reaching the top in the SERP – stop innovating and developing their sites. We believe that it is a crucial mistake and one that probably will cost them dearly in the long run.” We met Daniel Stensio, owner at Casino Feber to talk about the developing his affiliate website and the increasing competition on the market.
Hello Daniel, how are you?
Hi Marius! I’m great, thanks. Just celebrated my Birthday.
How did you come to enter the online gaming space and set up your company?
I’ve been in the affiliate business for about 10 years and gambling was a natural step for me after a couple of other verticals. The competition – and of course the potential earnings – are intriguing.
Can you tell us a little about how your company business is structured?
At the moment we are a two man team running our company, me and my colleague Lukas. We both have different skill sets and complement each other very well. We run the business like a normal start up. We barely sleep and love our job so much that we forget to eat.
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
Not surprised, but a bit impressed that everything is moving so fast. There are no signs of the speed of change declining either. We are also going towards a license system in Sweden within a couple of years. That will require a lot of adjustments, and I think it will fuel more changes.
A number of your competitors have gone down the real money operator route, and tried their hand at white label. Have you also done this?
Not yet, but in the long term that is one of our goals. We are open for suggestions.
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 have always written content with our primary focus on the end user – the reader – and will continue to do so. The competition only pushes us to do better, and that is one of the things that we love with the gaming affiliate industry. We are planning some really cool stuff where content is blended with unique functions to increase usability and engagement.
Which markets do you focus on and do you see any potential in the emerging market?
Currently we are focusing on the Scandinavian market and have our goal sets for the usual suspects of countries. However, when the time is right there is a thought about entering markets that the competition is easier, but of course I won’t tell you which ones yet.
How do you find Scandic market and competition?
The competition in the Scandinavian market is insane. Almost every competitor in the SERP top 10 has been acquired with a strong team and big bags of money in their backpacks. However the competition is what strives us to do even better and work harder. Of course we don’t have the budget of the giants, but we are hungrier!
“If you cannot do great things, do small things in a great way.” - Napoleon Hill
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
Well. Google has – for sure – updated their algorithms. But they haven’t changed their stance or view on how important the end user experience is. Their algorithm is only getting better at making decisions that are more and more like how humans would decide on a web page. With that in mind, and some other factors of course, we have only gained from the algorithm changes. We will continue to develop sites for the end user and not for Google. This way require a lot of patience, which of course isn’t always that fun when living the life of an entrepreneur.
Are there any exciting plans in the works that you can tell us about?
We are shortly launching our primary site CasinoFeber in Norway.
What is the main thing that you’d like SiGMA readers to know about your sites?
If you are a competitor: We hope you have a good rear view mirror, because we are right behind you, accelerating. Anyone else: CasinoFeber.se has the best casino bonuses available, and our reviews are great!
What challenges and opportunities has the move to mobile presented you with?
Mostly challenges with optimizing the design and call to actions for a smaller screen as we got a lot of content, which not always are what you are looking for when you are on the go.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
The competition won’t stop increasing. Therefore it is imperative to never relax nor be satisfied with keyword positions, content or any other parameter. We see many competitors who – when reaching the top in the SERP – stop innovating and developing their sites. We believe that is a crucial mistake and one that probably will cost them dearly in the long run.
What two pieces of advice would you give to any new affiliate starting today?
Never stop believing in that it will work in the long run and be patient. As soon as the doubt sets in, so does your decline of moral. Don’t think too much. Just do it, review and redo it.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
I mostly play for fun money when a new slot is released to be up to date. With a big jackpot win I would probably host an epic party and buy casino stocks.
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