SiGMA met Mathias, Anton and Erik from CasinoDaddy Group Ltd, for an interview about his business and thoughts about the industry.
Hi Marius, yes very excited for both events. Major affiliate conferences are always a lot of fun, and it’s great to be able to catch up with a lot of our contacts that we don’t see very often and find out what exciting new things they’ve got planned.
Can you tell us a little about your company and how the business is structured?
Our company is equally owned and operated by myself and my two brothers. We have occasional assistance from friends and freelancers, but the vast majority of our work is done by the three of us.
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
We haven’t found the changes very surprising at all. The affiliate industry has become extremely saturated, and in a saturated environment not every company or site will effectively be able to carve out a profitable niche for themselves.
In situations like that mergers and consolidations make sense. Many brands quite rightly believed that they are simply stronger together.
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?
It’s something that we’ve discussed, but it’s certainly not something we’re looking at moving forwards with yet. If the right opportunity came up i’m sure it’s something that we would be interested in exploring, but for now we are just enjoying our success as an affiliate.
Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?
Our YouTube and Twitch.tv presence is growing every single day, and that is a testament to the amount of effort we put into creating unique and exciting content for our viewers. We are rapidly becoming one of the Internet’s top providers of live casino video content, and it has been the key to our success as affiliates.
Over the next six months we’re going to double down on both platforms. More streams, more videos, more reasons to watch, and more of the same great content that has got us where we are today.
Which markets do you focus on and do you see any potential in the emerging markets?
We primarily serve the Nordic market, with a special focus on our home nation of Sweden.
There is undoubtedly a lot of value in the emerging markets, and it seems like we get requests for offers for new countries almost every day. We never want to turn players away without giving them something, so it would be great to be able to offer more to those coming from emerging nations. But ultimately we know where our best strengths lie as affiliates, and that’s in our home region.
How do you find Scandinavian market and competition?
There are a number of competitors operating in a very similar space to us in the region, but we are confident that we can offer value above and beyond what they do.
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
The short answer is that we now have to put a lot more effort into the creation and curation of our web content. Today, affiliates simply can’t afford to not think “SEO first” when it comes to managing their sites.
We are in a very privileged position because we generate a lot of organic traffic through platforms other than Google. Our YouTube and Twitch.tv channels attract significant audiences based on the merits of the content contained therein. Then, we use those platforms as a springboard to drive viewers towards our affiliate pages and offers.
Are there any exciting plans in the works that you can tell us about?
What is the main thing that you’d like Sigma readers to know about your sites?
The biggest thing to know about our sites is that they are just one part of our growing content and affiliate brand. Each site is able to stand alone, but because they are supported by the CasinoDaddy YouTube and Twitch.tv channels, they both attract a lot of organic traffic.
What challenges and opportunities has the move to mobile presented you with?
Mobile has presented obvious challenges regarding how we manage and optimize our websites, but it has also helped to create some amazing opportunities for us.
Mobile has changed the way players consume and browse content. As people that create the kind of on-demand and streamed video content that players now love to watch through their mobile devices, mobile has brought huge benefits for us.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
The biggest challenge for our business is certainly going to be ensuring that we use our time effectively. As we increase the effort and time we put into creating great content, we don’t want other important affiliate responsibilities to take a back seat.
What two pieces of advice would you give to any new affiliate starting today?
Firstly, if you’re just starting out as an affiliate, you need to spend a good amount of time thinking about how you’re going to set yourself and your brand apart from the rest of the affiliates out there. What is it that you can do or offer people over and above what others already provide?
Secondly, if you want to be a successful affiliate you need to throw yourself into it completely. Set a lot of time aside to maintain your site and brand, and never start viewing your affiliate responsibilities as something that you “just do on the side”.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
We certainly do play slots, and honestly, if we hit a 1 million Euro jackpot we would share a big chunk of it with the CasinoDaddy community. Without our viewers and players we would be nothing, so we always like to give back to them whenever possible.
Mathias Joelsson is the co-founder of CasinoDaddy Group Ltd and also runs a few Scandinavian facing gambling guides including www.aboutslots.com and www.dincasinobonus.se/.
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