"We believe that the human element is still more valuable than big machinery," Maximilian Solz

Maximilian Solz, CEO PMC International, joins the latest series of affiliate interviews on Affiliate Grand Slam

From the day Maximilian Solz started researching affiliate marketing, he built an affiliate website, became an affiliate manager, and is now a master affiliate - follow his story below.

How did your affiliate marketing business take off? And, is iGaming your only vertical? 

I started my business in 2014 as an Affiliate and very fast it became bigger and bigger by end 2019 we were generating already several 100s of 1000s of Euros.

How did you first get into the affiliate space? And, were you always focused on the Gaming space? 

When I started developing my first website an affiliate manager came up to me and requested to advertise on my page. From that day I started researching affiliate marketing and saw big potential in it. More and more I got into the topic and built an affiliate website, then became affiliate manager myself and ended up being a master affiliate.

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

Our main focus is definitely in building strongholds in uprising markets as LatAm and Asia. 

What can operators do to increase support with affiliates? 

16423116_596074037264675_5592114096279218874_oThe most important is not, as most people think, the commission models. In my personal opinion, the trust and technological requirements are: CRM, Customer Support, and Affiliate Marketing Team have to work side by side along to achieve the best results.

How can affiliates be more unique in their approach? 

The Market is very competitive so it's hard to say what can make an affiliate unique or his approach, but quality traffic and audience is definitely the most unique and important thing for any affiliate. 

What makes your traffic proposition/traffic sites unique? 

What makes us unique is the fact that we do not just deliver traffic, but we consult our clients to bring out the best version of their operation. We believe that the human element is still more valuable than big machinery and therefore have an affiliate team which is now 10 people.  

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?  

To be honest, selling the business or bringing in investors was never an option for me and the team I started this operation with. We believed in building something which will last and therefore never considered this as an option.   

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

Great social skills, efficiency, honesty, loyalty, and last but not least, organisation.  

What sets you apart from other affiliate marketers? 

That our company is not only just an affiliate or master affiliate. As previously said, we believe in the human element and that's what our clients respect us for. 

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

Not a big part to be honest as I believe everything should be done manually as much as possible. Of course, there are options to automate certain tasks but as a Marketing agency or master affiliate you want to keep everything clean and checked so technical work is needed for only 25% of the job.  

Which markets are you eyeing up as a priority in 2020, and why?  

Definitely LatAm and Asia as these markets are quite untouched by European operators and of course due to their volume will give a high ROI. 

How has the fragmentation of regulated markets affected your business? UKGC, Swedish regulator and now also the German regulator is mulling regulating this space. 

It makes the business much harder as you have to watch for each country's regulations. For example, in Sweden you can only promote one offer under one license which makes competition very high and operators pull out from the market. 

How is the Asian market shaping-up for affiliates? 

Asia has a bit of a different way to operate with affiliates. But we as the affiliates have to adapt to that and 

understand these differences. So, if we can do that, we have a great future in the Asian market. 

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

Knowing more about my employees. The biggest mistake you can make is to employ as I call them “spot holders” - people who get a big salary and basically do nothing for it. This harms the company massively and must be avoided at any price. 

What’s been your biggest nightmare to date? 

My biggest nightmare would be that the affiliates would get regulated harder, because then we have to find completely new approaches to Affiliates and Operators.

What are the main challenges for the sector in 2020? 

The main challenge for me is to manage a company completely remotely. As I said, I believe in the human element and therefore like to have all people collected in one office, for direct response in case of something. Due to COVID-19 I was forced to learn it and have to say I'm not 100% confident and happy with it.  

How do you manage relationships with multiple operators? 

Of course, we have our account managers which are doing a great job but still I personally meet each of my clients every month just to give a certain level of trust.   

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

I have been at SiGMA when it was still a small venue. Nowadays, I am happy to be there every year and meet some old friends' new clients and great affiliates. 

What’s on your must-read list right now? 

What I can recommend to everyone who wants to be more successful in business is ‘’How to win friend’’ by Dale Carnegie. 

Which quote do you live your life by? 

Everything that you need to achieve what you want is inside you, always believe in yourself and don't give up when hard times occur. 

 

 

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

Following the successful launch of SiGMA Europe (Malta) and SiGMA Asia (Manila), we’re now launching the inaugural SiGMA AMERICAS, covering all three major timezones. The inaugural edition is set for September 22-24, 2020 with a virtual summit focusing on two themes: SiGMA AMERICAS for the Gaming industry and AIBC AMERICAS for the Emerging Tech industry. We wanted to provide fresh content, to help you navigate through these turbulent times. If you’re exploring Americas as a new frontier or wondering which tech solutions to embrace, we've got you covered: tune in on September 22-24, 2020.

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