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Affiliate Grand Slam: Meet Max Hoog

Max Hoog, CEO and Owner at iCyber joins the latest series of affiliate interviews on Affiliate Grand Slam

How did you first get into the affiliate space, and were you always focused on the iGaming sector?

I got introduced by plenty of friends being active in the area, it was intriguing to me how you could create value in that manner. iGaming, Health and Economy combined was/is my niche.

How is your affiliate business structured, and what aspect of business development are you currently focused on?

Today we operate in a couple of verticals but mainly iGaming. Our head goal is to archive results by organic traffic however in 2020 we look to add a PPC channel as well. My job is to make sure everything works/is updated, technical SEO, quality content etc.


sigma igaming Affiliate Grand Slam: Meet Max Hoog Max Hoog, CEO and Owner at iCyber.


Which markets do you focus on and do you see any potential in the emerging markets? 

When it comes to iGaming our markets are the following: mainly Sweden, but lately also Finland, Norway, Italy, Canada, Slovakia, England. There are a lot of Chinese speaking people outside of China.

What makes your traffic proposition/traffic sites unique? What can you offer that others don’t? Are there any exciting plans in the works that you can tell us about?

We strive to deliver high value, good experience for the end-user experience. I wouldn’t consider us unique since there is a very high standard these days, but we try to find gaps content-wise and deliver it before our competitors.

Is the grass greener on the other side - Have you considered giving white label casino or sports betting a go?

The affiliate position fits me well. However, I look up to the operators today because they constantly, in an innovative way, develop the experience for the casino and sports player in an impressive way!

Are you concerned by the impact on the affiliate sector from shifting regulatory environments? (In particular UKGC, Sweden’s Spelinspektionen, and Germany’s 2020 State Treaty on Gaming Regulation)

I'm a little worried when it comes to taking away rights from the individual overall. The fact that governments also do not have sufficient knowledge about iGaming, and are unclear as to what the guidelines are, makes it very difficult for the operators.

I still believe regulation is a natural development but I would like the operators to be invited in the process.

What is the main thing that you’d like SiGMA readers to know about your traffic? Are you focusing on SEO? PPC? Any other traffic sources?

Our main focus is on Sweden, Italy, Finland and Canada today however if you aren’t active in these areas, we are always looking for new possibilities, so feel free to reach out in any matter.

Are you contemplating bringing in investors to scale or grow your business? Or, with such a big M&A market. have you ever contemplated selling the business?

Not currently.


sigma igaming Affiliate Grand Slam: Meet Max Hoog Transparency, and direct communication is vital in any business.


What can operators do to increase support from affiliates? 

I believe transparency and direct communication is vital in any business. My experience from the iGaming area is that sometimes operators and affiliates focus too much on their own angle, instead of the common value they can bring together.

Which qualities and skills are essential in an affiliate team/business?

Perseverance when it comes to updating content, releasing new, updated technical SEO etc. Also being open-minded and sharing experiences with other affiliates.

How does technology play a part in your day-to-day? 

It’s essential for the business, today we all expect fast, tight and relevant information given to us in any business, product.

How is the Asian market shaping-up for affiliates?

The Asian market is very interesting.

What do you know now that you wish you knew when starting out? 

To just focus on a couple of sites and have a higher quality in the product overall.
When you do too much usually that lacks.

What are the challenges in managing relationships with multiple operators?


What are the benefits of attending large iGaming events, and what can they do better?

Build relationships with operators, insights in game providers and payments companies, as well as meet other affiliates.

Have you ever been to SiGMA? Would you consider attending SiGMA Manila or SiGMA Malta at some point?

Yes and yes.

Tell us a bit about yourself – after all, business is done between people, not just companies!
Favourite holiday?


Favourite book ever read?

The power of positive thinking, Norman Vincent Peale

Favourite book you look forward to reading someday?

How to win friends and influence people, Dale Carnegie

Where would you relocate with family if you had to pick one city?

I’m actually quite satisfied with Stockholm.

Favourite quote?

Winning doesn't always mean being first

Favourite sport and childhood idol?



Get to know other great affiliates, responsible for killer traffic! Click the link below to read more insights from affiliates:


About SiGMA LatAm Focus:

This event brings the Americas closer to delegates from Europe and Asia, with an interesting agenda featuring a line-up of speakers that showcases the company’s commitment to covering the various gaming verticals. Explore the full agenda here and register now, this one’s on us!



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