“Upcoming taxes on free plays offered by online operators will lower the CPA rates that casinos are willing to pay.” We met Alina Muresan, Head of the Branding Department and Frida Toft-Nielsen, Affiliate Manager at Fable Media, to talk about the latest industry issues and the challenges the company is facing at the moment.
Hello Alina & Frida, how are you?
Hi Marius, we are very well, thanks for asking.
How did you come to enter the online gaming space and set up your company?
It was circumstantial if I have to be honest. I have joined the industry one year ago after I came randomly across a great job opportunity. At that time, I had no idea what Fable Media was and what they were doing. My background is in retail and e-commerce. We actually do not own the company even though it feels like its ours. I am the Head of the Branding Department and Frida is our Bingo Affiliate Manager. The company is owned by Frederik Falbe -Hansen and Anders Holm Christensen.
Can you tell us a little about how your company business is structured?
Sure. We have three separate entities. Fable Media is the mother company which has acquired two companies: Spotlight Online Gaming Ltd. and Code That Ltd. Spotlight Online Gaming contains all of our bingo and casino brands and Code That has full responsibility for all our affiliate traffic and content.
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 do not believe it is industry specific, as there is a similar trend across all markets at the moment. So no, not at all, I think if anything the gambling industry is becoming more professional and growth-oriented than it has been in the past.
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?
We have 10 white label brands at the moment. We believe that you can acquire certain information from the market by looking at all the information we come across by having our white label brands. There is definitely a synergy between the two, it gives you a better understanding of your target group.
Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?
We will primarily focus on further developing some of the existing sites and we are looking in to some new European markets.
Which markets do you focus on and do you see any potential in the emerging markets ?
Our main focus is and will be the UK, at least for the following year. At the moment, we are working on our Scandinavian sites and the Eastern European market too.
How do you find UK market and competition?
Challenge is always good – I believe the competition will lead to a better player experience. There is still place for development and growth in the UK market. It is just a matter of finding the right niche.
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
We haven’t really experienced any issue in relation to the changes in the algorithm so far. We like to be ahead of the game and take pride in keeping up to speed with changes.
Are there any exciting plans in the works that you can tell us about?
Yes, I would say keep an eye on Fable Media as there will definitely be developments on our side in the upcoming months in both affiliate traffic and brands.
What is the main thing that you’d like SiGMA readers to know about your sites?
As I said before, we take pride in what we do. Relationships with our partners are essential for us and the quality of the traffic we supply is essential.
What challenges and opportunities has the move to mobile presented you with?
None really. We’ve always started our developing our sites with the functionality and usability on mobile devices in mind, since at least 70% of our players come from mobile.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
The biggest challenges by far are the upcoming changes in the regulation both in terms of taxation and the anti-spam law. I believe that the upcoming taxes on free plays offered by online operators, that will take effect on the 1st of August this year, will lower the CPA rates that casinos are willing to pay. With regards to the casinos, we will probably see a decrease in the amount of bonuses allocated to players as a consequence.
What two pieces of advice would you give to any new affiliate starting today?
Focus on putting out a high-quality product and building long lasting partnerships. Also, always have a honest approach, know the true value of your traffic and be open about it.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
Just for fun, I am testing all of them before we review them. I would probably donate a part to charity.
Are you ready for SiGMA17?
We are still felling energized after the last conference and we are very much looking forwards to the next SiGMA Conference.
|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.
||Are you an operator looking for top affiliates? Are you a top affiliate looking for a nice treat with like-minded affiliates playing at the same level?