F E AT URE
have content like this, but it is not featured on the
website, it is more in the background. The main
informative topics are featured on the front page.
iGBA: What is your SEO strategy?
PS: We actually don’t do any SEO for our casino
websites, we just provide content and it is kind of
a natural SEO strategy.
iGBA: What proportion of your traffic is now
coming from mobile rather than desktop,
and what challenges does this present?
PS: Well, it depends on the country and the topic.
I believe that for some content mobile now
accounts for 60%. The minimum is about 50/50
but it goes as high as 60/40 based on the topic.
Most of the brands nowadays are mobile-friendly;
it is quite easy to join a casino on a mobile. Some
people even find it more entertaining than playing
on their desktop, so I believe it is part of the
technology world and there is no problem with
mobile traffic. We’re working on our websites to
make them mobile-friendly as well, and by that I
mean user-friendly, not just mobile-friendly.
iGBA: How has the recent increase in
compliance demands from UK operators
impacted your business?
PS: It took some time to make the updates, but
the most challenging part was that it was quite
hard to communicate with some brands because
I believe they were flooded with compliance
emails from different affiliates. Some of the
brands didn’t even know what they should do
and were confused, but I think that we handled
it quite well.
iGBA: Were there any companies you
stopped working with due to this?
PS: There were companies that stopped
working with us by closing our accounts.
So me of them introduced an affiliate quota,
which was quite unfair but it wasn’t just our
accounts; a lot of affiliates were also unhappy
with the closure of their accounts. But now it
is fine because we don’t work with these
brands and they don’t work with us. We just
keep going with our business
“We have a lot of content writers,
mostly journalists who cover the news
and we have writers of guides for casino.
This is the biggest part of the team”
iGBA: Are you still optimistic about the UK
affiliate market despite these issues?
PS: It will always remain an interesting
market and a market with a lot of
opportunities because even after the UK
leaves the European Union, it will still
remain a country which has economic
strength. People can afford to play and this is
the most important thing: if people have their
budget to spend on entertainment they will
spend it on all different kinds of
entertainment. We also know that British
people are quite used to betting; not
necessarily a huge amount, just a small sports
bet on a horse or a sports team. This is part
of the culture so the UK will always remain
an important market.
iGB Affiliate Issue 69 JUN/JUL 2018
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