“If a new company wants to be part of the online digital business, instead of creating a totally new brand to compete with the existing brands, it would be “smarter” to do the opposite – merging with a bigger brand that is already in place and start generating revenue together.” We met Aminata Diallo, CEO at Afiliapub.com, for an interview about Latam market and her network of 10,000 affiliates.
Hello Aminata, how are you?
Hey Marius, I’m doing very well! Thanks for asking.
How did you come to enter the online gaming space and set up your company?
I’ve been working for the past 10 years in the online gambling industry. I have been lucky enough to meet people who believe in my skills and allowed me to partner with them. Simon Godreau has been one of them. He came up with the idea of Afiliapub, as the first affiliate network dedicated to the Spanish and Portuguese speaking markets. After 2 years, Simon left for new adventures while I kept on developing and pushing Afiliapub to meets its best potential. Today, I’m handling Afiliapub with a network of over 10,000 affiliates. This being said, I’ll never thank enough my team and my Spanish and Brazilian affiliates who have been fundamental supports from the beginning. Thanks to them and the well-negotiated deals at the beginning, Afiliapub is definitely one of the affiliate networks that you have to partner with if you want to generate revenue on these markets.
Can you tell us a little about how your company business is structured?
Sure! Afiliapub is a partnership business established in 2011 in Costa Rica by Simon Godreau and myself. We started with a team of Costa Rican and Brazilian affiliate managers, who developed the commercial aspect of Afiliapub while Simon and I were working on the site and the program itself. Once everything was settled, we decided to move to Madrid willing to conquer the regulated Spanish market too. Since 2013, we have been based in Madrid, with our team of Affiliate Managers Latam – España – Brazil and Portugal, and with our freelance team taking care of our site.
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. This industry generates billions so it was obvious that the government would have to control it. Plus, there are too many brands competing with each other. If a new company wants to be part of the online digital business, instead of creating a totally new brand to compete with the existing brands, it would be ‘smarter’ to do the opposite, meaning, merging with a bigger brand that is already in place and start generating revenue together. However what I dislike – because this happened to me – is when brands merge together; this means changing the conditions and deals, uncaring of the affiliates working for them for many years. It is a lack of consideration for the affiliates who gave them top exposure in the past. I think this is unfortunate.
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, Afiliapub is an Affiliate network so we do not really need it. We fly on our own!
Which markets do you focus on and do you see any potential in the emerging markets?
The Brazilian and Spanish speaking Markets. We are seeing an interesting evolution on the Mexican market but a total recession on the Portuguese market. The Portuguese government puts the taxes so high that we have to admit that this market is not profitable for the brands or for the affiliates.
How do you find Latin America market and competition?
We have to be very smart when entering this market. Latam market is actually a big deal for 6 top countries: Brazil, Mexico, Chile, Peru, Argentina and Colombia. However the governments are also trying to regulate these markets with new laws that create difficulties for companies that want to enter this market with new brands. I’ve seen Spanish brands trying their luck and closing down after running only few months on the Mexican market.
What is the main thing that you’d like SiGMA readers to know about your sites?
That Afiliapub is an affiliate network handled by a team of qualified and experienced managers. We have the skills and know how to adapt to offer suitable services. Our strengths are based on the quality of the work we deliver and on the fact that we are working hand in hand with our affiliates and the campaign manager. We make a point of traveling to meet them personally. This is why we are attending events like SIGMA17, to meet you. We can share advice, support each other, exchange ideas and experiences about the online gambling industry and the global digital marketing. We are, of course, professionals, but human first and thus make a point of having a solid personal involvement.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
When I see how companies merge with each other or acquire each other, for instance Ladbrokes / Coral, Betfair / PaddyPower, Betsson which has purchased Premier Casino, France Pari which has also purchased Suertia and many other operations that are happening over and over again, I fear about the effects it has on affiliates. I believe that affiliates should not be affected by all these changes. Therefore in my view, the biggest challenge would be to maintain all the exclusive deals and conditions that we are currently benefiting from and offering to our affiliates, despite all these changes.
What two pieces of advice would you give to any new affiliate starting today?
1- To work hard, only hard-work pays back, there are no shortcuts
2 – Will be regarding their revenue, so I cannot share it here
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
I do not play slot, but if I win a million, I’d invest in any organization that helps women worldwide to create their businesses and to make a living out of their business. I could count with support when creating Afiliapub, and in a way it is normal to give back to others in need. When you use your success to help others thrive, even more, you bring real value to the business.
Are you ready for Affiliate Grand Slam Bucharest and SiGMA17?
Yes, I’m ready to attend the SIGMA17!
One day, one of our affiliates told me that, ‘The good thing about Afiliapub is that you always offer new campaigns to your affiliates. This helps refresh the content of our sites with new brands that emerge in the market’. So I’m very excited about going to SIGMA; finding new brands, meeting their managers, starting new deals and bringing them back to our affiliates!
|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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