Raquel Ocaña Gutiérrez, Marketing Manager at Perfecto Digital Publicidad, gives an exclusive interview to SiGMA News as part of our latest series on affiliates
How did you first get into the affiliate space, and were you always focused on the iGaming sector?
I started working at Perfecto Digital Publicidad S.L. almost a year ago, and this was my first contact with the iGaming industry. I started Translation and Interpreting Studies and continued with Digital Marketing and E-commerce with focus on copy writing and many other marketing fields. However, at that time I didn’t know about the many possibilities that the iGaming sector could bring.
How is your affiliate business structured, and what aspect of business development are you currently focused on?
We are a small media agency located in the heart of Costa del Sol and we focused on many different aspects such as Consulting, PPC, Programmatic Media Buying, and SEO. We all work together to do our best and to share our expertise so we can learn one from another.
As for me, I would say that I am focusing on different projects and tasks that involve creating different affiliate websites, on-page and off-page SEO, PPC, office tasks, etc. Besides, continue learning and doing courses for better performance at Perfecto.
Which markets do you focus on and do you see any potential in the emerging markets?
We focus on many markets, especially in the iGaming industry, sports betting, hospitality, and real estate for example. However, we are all now living an unusual situation in Europe and facing an unexpected turn of events due to the Corona virus. Keeping in mind that it is not over yet, we cannot know for sure the future implications that this will have on the economy of each country… and it’s simply quite hard to predict emerging markets at the moment.
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?
Sometimes less is more. We have many different projects but some of them are focused on specific geos and niches, so we will be there when no one else is. With this approach we are taking some risks, but if we don’t try we will never know what could have happened.
We are currently working on a niche-based project and we are all very excited to see what’s coming up. In this case, I am taking many responsibilities and I am being in charge of new tasks… so this is an opportunity for me to keep learning and improve my skills.
Is the grass greener on the other side - Have you considered giving white label casino or sports betting a go?
We believe being focused on what we do best, is the only way to remain perfecto. Therefore, we will never consider going down another route and shifting our focus.
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)
All regulations made by these organisations indeed affect the iGaming Industry. The stricter the rules are, the more difficult it is for us to work. However, we have to be positive and find new countries and casinos to work with.
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 source?
We focus mainly on SEO and PPC. Depending on the project we do one of these or the two simultaneously. But it also depends on our goals. If we intend to have a long-term project, we need to work hard and implement great SEO.
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?
Why would we? You can just look at several similar cases. What is the end result? The affiliates that sold realised that money is not everything and that they miss the buzz of the industry. The ones who buy the businesses end up with good assets that they destroy in most cases. You can't replace passion with money.
What can operators do to increase support from affiliates?
Many operators could do so much better in terms of quality. As a result, affiliates will be looking forward to working with them and adding their casinos as top choices.
Which qualities and skills are essential in an affiliate team/business?
Apart from being able to tackle the language barrier, I think it is essential to be willing to keep learning and don’t take anything for granted. This industry is always changing, and new rules always come up to change the game. We have to deal with them and keep going and find new solutions to go forward.
How does technology play a part in your day-to-day?
Let’s say that without technology none of this would be possible. iGaming would not be a thing and none of us could do our jobs.
How is the Asian market shaping-up for affiliates?
The Asian market has incredible potential, especially China. There is a huge appetite for gambling and for many it is the number one entertainment activity. However, government censorship on the internet prevents us from being free to grow our business there.
What do you know now that you wish you knew when starting out?
That everyone learns by doing and from self-experience and that is more important than a million books put together.
What’s been your biggest nightmare to date?
My biggest nightmare would be if the European economy were to collapse or anything similar happening in Spain, especially. 2020 hit hard and at this point, anything could happen.
What are the challenges in managing relationships with multiple operators?
We need to be sure of what we want and what these operators can offer. There are a lot of operators out there but not all of them have the same quality. In a few words, we have to look for the right operators for our audience and that’s not always easy.
What are the benefits of attending large iGaming events, and what can they do better?
Thanks to these large events you can always make new contacts, clients, find a job, meet new people and discover new markets.
Have you ever been to SiGMA? Would you consider attending SiGMA Manila or SiGMA Malta at some point?
I have never been to SiGMA but I would love to. Especially to SiGMA Manila, I really want to visit the Philippines someday.
Tell us a bit about yourself – after all, business is done between people, not just companies!
Favourite book ever read? Favourite book you look forward to reading someday?
Angels and Demons – Dan Brown
Where would you relocate with family if you had to pick one city?
Bali or Portland.
“Many small people, in small places, doing small things can change the world”- Eduardo Galeano and
“The Freedom of the mind is the beginning of all other freedoms” – Clinton Lee Scott.
Favourite sport and childhood idol?
Dance and horse riding.
- Skype - ocanagutierrezraquel
- Email – firstname.lastname@example.org
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