Hello Jan, how are you? Are you ready for the Tallinn Affiliate Grand Slam 2017?
Hello Marius, first of all I would like to say thank you for the interview. Yes, of course I am ready, it’s an honour for me to be invited to this kind of event, because it tells me that the work we do and our company is recognized as well as being appreciated by the operators.
How did you come to enter the online gaming space and set up your company?
Well it all started when I was a student. I created my first ice hockey tipster website as a hobby, just because there were no ice hockey tipster site in Germany. Later my best friend Jeton helped me to start more sites about football and other sports. While doing my university internship at bet-at-home I got promoted to Head of Affiliates. Jeton continued working on the sites and then one day while playing poker the idea for LuckyLabz was born. We worked one year remotely establishing our business. After that one year together in a little office in Hamburg (lovingly called the chicken box) we were ready to hire people to support us and moved to Varna, Bulgaria – where our headquarters is still based.
Can you tell us a little about how your company and how is the business structured in terms of offices/locations, employees and their specialisms ?
Of course! Our main office is in Varna, Bulgaria, but we also have employees in Germany as well. At first we were 5-6 people, and actually some of them are still working for us. Presently we now have over 50 employees, and from what I see, all of them are motivated, ready to learn and develop their skills.
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
Actually not. Our field is quickly developing and changing a lot. Merger and acquisition is an inevitable part of any business, it is natural to expect it in our field as well.
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 are always open to new opportunities and consider new things all the time, but let me keep those a secret for now.
Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?
The content is not just a text it is more complex, and it is a process which requires attention to details. When I say that the content is not only text, I mean that it can involve many different things like, videos, images etc. – all adding to and improving the user experience. That’s why our primary focus for the next 6 months is exactly that – improving the content beyond just text, which is going to lead to a better user experience.
Which markets do you focus on and do you see any potential in the emerging markets ?
Our main focus is the German speaking world, but we also work in the UK market, and of course we are always seeking new opportunities.
How do you find UK market and competition?
Our first English project started really well in the UK, of course we did the needed research and preparation. We are still figuring out how the UK market is working and we are improving our sites daily.
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
They have not and do not affect us too much, because we try to make everything clean and follow up all the changes of Google’s algorithm, implementing the changes on time in our websites. We actually look forward to each new Google Update.
Approximately, how much of your revenue is driven by sportbook compared to the other products?
Back in 2011 when we created the company, our main focus was Sports Betting, but three years ago we started with Casino as well, which generates really good results. So let’s just say that they both bringing us equally good revenues.
Are there any exciting plans in the works that you can tell us about?
We are always trying to produce something new, but let me surprise you when the time is right.
What is the main thing that you’d like Sigma readers to know about your sites?
LuckyLabz owns some of the best websites on the DACH market. We are doing our best to provide our visitors with all their information needs. As I said earlier our content is high quality and unique, but we are still trying to improve and keep it updated. I am very proud to see the popularity that our websites have gained, good examples being casinobonus.de in the Casino market and wettbonus.info in the Sport market.
What challenges and opportunities has the move to mobile presented you with?
We have been prepared from the outset for the challenges that the mobile market presents, as our key aspect to designs has always been mobile first. All our sites have a responsive design and have been tested on different mobile devices and platforms. We even have sites which contain valuable information for mobile casino and sports apps – casino-apps.com and sportwettenapp.net, for example.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
To be better than our competitors. To be TOP in the mobile friendly market, and to be always aware of the Google Updates. As professionalists we are always striving for perfection.
What two pieces of advice would you give to any new affiliate starting today?
What I would like to advise any new affiliate is to be ambitious, do thorough research and select only trustworthy partners to work with.
Do you bet or play slots and what would you do with 1 million Euro from sport or jackpot winnings?
Part of the winnings I would use for an around the world trip and the other part I would donate to different causes like “International Fund for Animal Welfare” or “Water.org”. Both causes deal with world problems that I actually care about.
Jan Möller is a young businessman and the co-owner of LuckyLabz, an iGaming affiliate company. He originates from Schwerin, Germany, but now resides in Varna, Bulgaria, where LuckyLabz is based. Previously he was employed as head of affiliates at bet-at-home.com.