“Be creative and don’t be afraid of challenges which you will face in gambling a lot.” We met Alanas Ivšinas, Commercial Manager at Ibus Media.
Hello Alanas, hope you are keeping well in this festive season?
Hi Marius! Thanks for asking. I am doing well as always. I am not too sure which festive seasons you are referring to, as every season is festive for us in PMD. We are now looking at ramping up our casino and bingo even more, and looking forward to my personal-favorite festive season – the upcoming sports-betting season.
How did you come to enter the online gaming space?
I previously headed a Sales team in the TV-advertising market for pharmacy and medicine and one year ago I have joined Performance Marketing Dimensions at the iBus media group. These are totally different industries to compare. Contrary to what I initially thought, online marketing is more about honesty, trust, close relationship with your clients these are the reasons why I am enjoying my time in this industry.
Can you tell us a little about how your company business is structured?
PMD is the performance marketing department of iBus Media – one of the iGaming world’s largest marketing companies. I am a part of the Performance Marketing Department (PMD), which is a standalone unit within the larger iBus Media organization. Unlike the larger group which operates the web portals – like www.pokernews.com, www.casinosmash.com, www.onlineaffiliateworld.com etc. We are offering our own sources and channels of premium, targeted gambling traffic that ranges across casino, sports and bingo as well.
We generate very large volumes of high-quality, targeted gambling traffic to many of our current customers.
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all the changes happening in the industry?
To be honest, it did not surprise me at all, because our industry is maturing, and consolidation and mergers are a a natural part of the business cycle for an industry that is becoming more established and regulated. For us, it makes life more challenging, but a lot more interesting as well. We need to constantly be on our toes, look for new things, new regions, new channels, and new partners that are as innovative and creative as we are. For sure it depends from the kind of the project, quality, quantity etc. But only the strong survives, and fight to stay strong.
Many of your competitors have gone down the real money operator route, and tried their hand at white labels. Have you also done this?
We see ourselves as specialists, not opportunists. And what I mean is that we need to spend every minute of our day looking for new sources, and bringing our customers traffic, of both high volumes and high quality. This requires us to be specialists in our own field, as this is the only way for us to grow and survive. So just like our advertisers specialize in running an eGaming site, and providing the best customer experience, service and relations – we specialize in marketing and promoting them.
Trying to do it all will distract us from our main goal, and not serve our, nor our customer’s best interest.
So, at this stage, that it is not our goal. We are focusing on our own goals that relate to promoting our customers. maybe after some point in the future we will think about the change of our strategy, but not for now.
Which markets do you focus on and do you see any potential in the emerging markets?
Our strongest markets for now are: Western European markets, Canada, New Zealand and many more. We are also expanding into Eastern Europe, Asia and other emerging markets. LATAM is also a very interesting one for us.
How do you find UK/New Zealand/Australian market and competition?
We feel quite comfortable in all these markets. Especially, in UK as we are covering all types of traffic there, so we are not afraid of any competitors, on the contrary – competition makes us work harder, and makes us better. So, we are not afraid at all. Bring it on!
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
We have a very diverse portfolio including mobile applications, mailers, display media, social media and a wide universe of channels through which we promote our advertisers. So thankfully Google is part of our portfolio, but not to the point where changes would cause us a massive turbulence. It does happen that companies are facing problems due to changes, but that is our strongest part, because we can adjust to any of them. This is where our strength is.
Are there any exciting plans in the works that you can tell us about?
Now we are focusing on expansion of our own inventory: new media buying opportunities in new markets for us, building new and fresh databases, new or existing verticals like casinos, sports, bingo and non-gambling alsoalso.
What is the main thing that you’d like SiGMA readers to know about your projects?
Soon we will be ready for the upcoming sports season and we will have a huge inventory of traffic for all verticals of gambling.
We have many promoting opportunities like: PPC, Email marketing, media display, SMS traffic, native mobile adds, and mobile app traffic, as we also have many publishing partners, and we constantly generate leads and refresh and build our marketing databases. Our users are targeted through gambling specific sites, contents and newsletters.
So please feel free contacting us via our website – http://pmdgo.com/ or me directly
What challenges and opportunities has the move to mobile presented you with?
We see a lot of potential to grow as we see a lot of value there. All websites are forced to become more mobile-friendly and to adjust to the industry changes. It is based on costumer’s behavior, when a lot of traffic is coming via mobile devices.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
The biggest challenge which we are facing are regulations changes and to be on the top of things every time as we are not allowed to miss anything and need to be aware of every small change. We must react to every change.
What two pieces of advice would you give to any new affiliate starting today?
Be creative and don’t be afraid of challenges which you will face in gambling a lot.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
I do play slots from time to time, but I am personally more into sports betting. If I would win … I guess I would keep working and after gaining enough experience I would maybe think about my own projects, but part of the winnings I would definitely spend for traveling around
Are you ready for the Affiliate Grand Slam in Bucharest?
Yes, sure! It will a pleasure to attend such an amazing event in Bucharest! See you there!
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