INSIGHT
“We recently identified
a competitor using
negative SEO in
our sector. Whilst
he hasn’t yet been
‘outed’ in public, the
main bingo affiliates
know who he is. It’s
totally unacceptable.”
Phil Fraser
WhichBingo team at the WhichBingo Awards 2015
project. Make sure you have a written brief
and that you stick closely to it, reviewing
on a regular basis. Don’t try to simply copy
something you’ve seen someone else doing.
What challenges and opportunities
has the move to mobile presented
you with?
SJ: The two main challenges have been to
deliver a mobile-friendly site, and ensuring
that we only promote games that can offer
mobile product and track mobile clicks.
With around 30-35% of our traffic coming
to the site via a mobile it was crucial that
our site redesign could deliver content in
a mobile-friendly format. We successfully
managed to do that, but we are constantly
surprised by competitors that can’t. Initially
we saw many operators putting more
work into creating a mobile product than
a system that could track mobile clicks.
This situation gave the sector a bit of a
false start, with many affiliates refusing
to promote sites that couldn’t track clicks.
Fortunately this issue, in the main, has now
been sorted. Now that most operators can
offer mobile product,the opportunity now
is to see how those products develop as
each one tries to better the other. Mobile
now presents the biggest opportunity in
the marketplace.
What do you see as the biggest
challenges ahead for your business
and the wider affiliate sector?
SJ: Our biggest challenge, as it always has
been, is to remain number one in the online
bingo affiliate space. As market leader we are
there to be shot at, so must continue to strive
to remain one step ahead at all times. We are
in the ongoing process of building a brand,
the recent TV campaign being an integral
part of that, and the challenge is to continue
investing in the product and the marketing
of it to continue that brand building. From