We met Sebastian Delsinger, Managing partner at Reactivation Group and GEM Affiliates, for an interview about his business and thoughts about the industry.
Hello Sebastian, how are you? Are you ready for SiGMA17?
Hi Marius! Life is great thanks. I’m really looking forward to it. Knowing Eman and Dennis I’m sure it will be a successful and fun event.
How did you come to enter the online gaming space and set up your company?
I have been in this joyful industry for a few years now. But the decision to start my own business came after a spontaneous chat with my old friend Harpo who was keen to start a new business in the gaming industry. I told him about this idea I had and he loved it. Shortly after he brought his partners and a few of his employees to Malta to set up Reactivation Group and GEM affiliates.
Can you tell us a little about how your company business is structured?
We run two companies today, Reactivation Group and GEM affiliates. But since this interview is about Tallinn Grand Affiliates I will focus on the latter one. At GEM we work very differently to other affiliates. We communicate with potential players through phone calls and SMS, we collect iGaming leads through surveys and other channels.
Through www.speltipset.com and www.casinoopas.fi we have compared the most popular sites in the Scandinavian market in order for our agents to be able to easily guide the players to the site we think fits them best. We are also in regular contact with our players and try to collect as much feedback as possible from their casino journey and experience. Today the average Scandinavian casino player is very aware of the terms and conditions that different casinos offer and are therefore more than happy to discuss new and old casinos with our agents.
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
I´m not surprised at all. Catena Media has done extremely well so it’s obvious that competitors try to copy their concept and strategy. The industry is fairly verdant so changes will be part of the evolution.
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?
I totally understand why they do it. Today there are some great white label solutions you can set up in a short amount of time for a small fee. We haven’t looked into this yet. For the moment, we are focusing on growing our current business.
Which markets do you focus on and do you see any potential in the emerging markets?
Today we’re only operating in Sweden and Finland. But are planning on kicking off in Norway, and German speaking countries within the near future.
How do you find Scandic market and competition?
It’s a tough market, both the players and the operators from Scandinavia are among the best in the industry. But I guess competition just makes it more fun and makes you work harder. Plus, for us who are new in the affiliate world we can learn a lot from the more experienced companies.
Are there any exciting plans in the works that you can tell us about?
Right now, we are looking into a collaboration between Reactivation Group and Scandinavian affiliates. Today most of the affiliates have around 50% sign ups who never made a deposit and 80% of their players are inactive. We are doing some tests now together with other affiliates where we call up their inactive players at a specific casino and try to reactivate them. This is both valuable for the casino and the affiliate who triggers their rev share or CPA.
What is the main thing that you’d like Sigma readers to know about your sites?
That all our reviews are 100% accurate. We have had a few casino fanatics doing thorough tests on all the casinos. Took them an average of 20 hours per casino.
What challenges and opportunities has the move to mobile presented you with?
We haven’t had any major challenges so far. Our designer made an excellent job with the sites to make sure they are mobile optimized and user friendly. For us it’s just positive that the players use their mobiles to play more frequently. We send SMS with the links straight after the agent spoke to the player and it makes the whole sign up process much faster and easier.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
The biggest challenge for us will be to find new and improved ways of collecting leads.
What two pieces of advice would you give to any new affiliate starting today?
Work harder than your competitors. Use affiliate networks in the beginning to get an easy start, attend every conference you can and read and keep updated about the industry.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
Never tried any slots. but if I won 1 million Euro I would give them to Djurgården’s IF so they could sign a decent striker so that we could win the Swedish Championship in football this year.
Have you attended SiGMA last year? Relive the highlights from our last show and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.