Interview with Christian Skoglund from

We met Christian Skoglund, the owner of, who will take part in SiGMA17.

Christian SkoglundHello Christian, how are you? Are you ready for the Tallinn Affiliate Grand Slam 2017 or SiGMA17?

Hi Marius, I’m great thank you! Very excited, we always attend all the conferences and as an affiliate it’s really interesting to meet other affiliates and exchange ideas and experiences.

How did you come to enter the online gaming space and set up your company?

I have a lot of friends on Malta that works within the iGaming industry and several of them are successful affiliates so 1,5 years ago me and two friends decided to start up an affiliate company.

Can you tell us a little about how your company business is structured?

We started the company on Malta even though we all live in Sweden but in August we will move to Malta and workfull time with this. We have several multilingual affiliate sites and we only do organic SEO.

With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?

I’m not surprised at all, there are some big players in this market that are very profitable in an industry that grows rapidly around the world. In addition to this they have built up trust in their business model with banks which means that they can lend a lot of money. So I’m not surprised that the big players are aggressive on the market and that the valuation of smaller affiliates have increased.

A number of your competitors have gone down the real money operator route, and tried their hand at white labels. Have you also done this?

Our time is our most important resource so we only focus on what we are good at and that is affiliate sites with organic SEO.

Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?

Basically to keep doing what we are doing by creating more sites, expand to new markets and get more casinos on our sites.

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

Primarily UK at the moment and Scandinavia. The two most interesting emerging markets for us are Brazil and Japan.

How do you find UK market and competition?

We get most of our traffic from UK and we are growing each month so we are doing something right. I would say that the Swedish market is a lot tougher as an affiliate and for operators as well. The bonuses in Sweden are a lot better due to the competition between casinos.

How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?

In a good way! Wayne Gretzky was the best ice hockey player ever and one of the reasons behind this was that he always skated to where the puck was going to, not where it had been. Google always tries to make updates that makes good sites for the end-user rank better and when we create new sites we always try to make it as user-friendly as possible with a nice design.

Are there any exciting plans in the works that you can tell us about?

That we will be moving to Malta in August, really looking forward to it.

What is the main thing that you’d like Sigma readers to know about your sites?

That they are awesome!

What challenges and opportunities has the move to mobile presented you with?

None, since the beginning we have always developed our sites for mobile use first. The good thing with mobiles is that you can use them anywhere so you must have a responsive design on your website today in any industry.

What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?

If Google comes out with a new update it will change the rankings and the more sites you have the less risk it is for you. I think that “https” and mobile will become two even more contributing factors when it comes to SEO and that links from PBN:s with irrelevant content will become less effective.

What two pieces of advice would you give to any new affiliate starting today?

My best advice is to get advice from successful people in SEO or other affiliates. When you are new you will make a lot of mistakes and if you have someone that can give you advice and direction you can avoid some of them and progress more quickly.

The second advice is to look at the sites that ranks the best for your keywords and learn from them, this is a very transparent business so it’s quite easy to do.

Do you play slots and what would you do with 1 million Euro from jackpot winnings?

No I don’t but my favorite slot is Jack and the Beanstalk. A white Lamborghini Aventador Roadster.

Have you attended SiGMA last year? Relive the highlights from our last show and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.



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