Interview with Henrik from Casinointernet.se
Hey Marius! I’m good thanks! Psyched to come to Tallinn for a couple of days among friends. The conferences throughout the year are always fun and good to participate in but the Grand Slam will probably top that! Me and my colleagues all love Tallinn and are positive that we all will have a great time there together!
How did you come to enter the online gaming space and set up your company?
Me and my two colleagues are all friends way back. One of us had some history within the affiliation business and told us about this. One step led to another, and here we are!
Can you tell us a little about how your company business is structured?
We have a Swedish company and also work mainly from there. All three of us love to travel, more than the average Joe “likes to travel”. That’s another reason why this line of work really suits us. We do some outsourcing for content but most of the business we do by ourselves. A trust issue probably…
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
Not really. Just as in all other industries there are companies wanting to grow. Big and fast. Once this has started, it’s hard to not be a part of it. Even if you are a small time player or a big one, you need to adjust and adapt into it.
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?
No, not so far. Let’s see what the future holds for us…
Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?
Google seems to like unique and relevant content, that are also current. To constantly be on top of things and be among the first sites discovering news within the online casino market has been, and will probably always be, our main focus.
Which markets do you focus on and do you see any potential in the emerging markets ?
So far we have mainly focused on the Swedish Market. Now, when the new bill is coming, we might start looking for other markets. For us it’s very important to be able to ensure unique and relevant content, great link value and such, why we probably mainly will look into English speaking markets.
How do you find Scandinavian market and competition?
Still going strong! The new bill might do some change, but all in all we believe it will still be one of the best markets for casino affiliation in the world.
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
After Penguin was launched, we have doing more research but found that what we did before still works pretty great. There seems to be a possibility to try out more things and be a bit more careless, because of the real-time update. Even so, we haven’t challenged the new algorithm that much.
What is the main thing that you’d like SiGMA readers to know about your sites?
Our main goal has always been to make easy sites that people interested in gambling can use, without any difficulty. On the market of 2017 we notice a lot of newcomers with more technically advanced sites, something beautiful for sure. But they might not always be very user friendly.
What challenges and opportunities has the move to mobile presented you with?
This is actually something we do know that we need to work with. Our sites aren’t AMP compatible which is something we are looking into at the moment.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
The constant updates of Google Penguin will surely be an obstacle for everyone within the SEO affiliation business. We will probably see faster changes in the SERP, something that can be good AND bad of course. Also, there is a lot of money throughout the business which won’t make the competition less great in the future.
What two pieces of advice would you give to any new affiliate starting today?
Make sure you have time not making money for a long time and don’t you dare try to rank on our key words.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
I don’t really, so the probability for me winning that jackpot is less to none. But, if I was I would take my two best friends (that also happens to be my colleagues) to Antarctica for an expedition.
Henrik is the co-founder and co-owner of couple of sites, including CasinoInternet.se – one of the largest Swedish online casino websites, CasinoOnline.Casino – online casino affiliation site in a couple of languages and Nya-Casino.se – a site with new casinos as the main focus.
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.