iGB AFFILIATE LONDON 2024 • ISSUE 94 • 101
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INSIGHT
RUNNING UP THAT HILL : PART 3
In the third of his series about starting a US-based affiliate company , Will Armitage tackles the momentous task of going up against the big boys in the affiliate market . When they can offer big bonus gifts to providers , what room does that leave for the smaller affiliates ?
M uch is made of the behemoths
in our space . A handful of affiliates really benefited from talented management who had the gumption to press the accelerator hard at the right time , enjoying favourable tailwinds , a lack of competition , clever technologists , being ahead of the curve and a good dose of luck .
I have always believed that you make your own luck in life by putting yourself in the position for Lady Luck to play her role . So hats off to those executive teams for doing what they did last decade . Their share prices might not be near all-time highs , but you cannot baulk at the revenues and impact that they have on everything that a new entrant faces .
SHARKS IN THE WATER
You can quite easily imagine the water cooler conversations that happen inside the offices of smaller affiliates about the bigger movers in the industry .
“ Look what Catena is doing …”, “ Have you heard what Gambling . com is testing ?”, “ If we had the pockets of Better Collective …” and “ XL is primed to have a great year ”.