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Meet Andreas Holmsten, COO at Casino Wings

We met Andreas Holmsten, COO at Casino Wings, for an interview about his business and thoughts about the industry.

Hello Andreas! Are you ready for the Tallinn Affiliate Grand Slam 2017 and SiGMA17?

Hello Marius! Everything is great here! We are definitely excited to visit both Tallinn and the Affiliate Grand Slam for the first time. It’s always fun to see new events like these popping up and we can’t wait to meet and greet with new faces!

Earlier visits to SiGMA has proven to be fruitful for our business, and we will definitely be attending this year as well.

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

Like most great ideas, it all started while having a few innocent drinks in Malta in 2015. At that time, I was living on the island working in the iGaming sector already. I didn’t know a lot about SEO or affiliation, but Robert was no stranger to any of the concepts, having sold his first affiliate company at the age of 17. The cream of the crop was Sebastian’s insane design and developer-skills. We went to high-school together, and even back then he was a pure talent!

Adding our skill sets together, we realized we could potentially come up with something solid, and a few months later – Casino Wings was born.

Andreas Holmsten

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

As mentioned, we work in a team of 3. Robert and Sebastian are currently living in Sweden, and I am based in Malta.

Naturally we started out in Sweden and our flagship site Casino Wings is a straight up SEO site. At the moment we have sites on a variety of markets, and we’ll be launching a Finnish version of Casino Wings in time for the Affiliate Grand Slam.

We focus on quality rather than quantity, and to stay assured of that, we only partner up with casinos we’d play on ourselves.

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 strive to be on the customer’s side in the jungle of casinos that is out there today. Our content is always based on personal experience and I believe that this is where we stand out the most. Building trust is something we are working hard with as well. We want to be the source for the most accurate casino and bonus information on the market.

How do you find Scandic markets and competition?

The Swedish market is by far the trickiest one. As mentioned, the competition is tough and has been for a long time. On top of that, Swedish casino players are probably the most experienced and educated ones today. They are also a quite spoiled when it comes to preferences. We try to treat them accordingly.

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

We do a lot of work towards optimizing the user experience for our visitors. Google is updating their algorithms to give their visitors the most relevant and accurate information out there, so that is “simply” what you need to bring to the table.

An example is from 2015, when Google started giving priority to websites that displays well on smartphones. Pure logic, since the smartphone traffic was increasing significantly at that time. I guess what I am trying to say is that we try to be one step ahead at all time.

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

As previously mentioned, we are launching in Finland very soon. We have a couple of other projects that we are working on, but I can’t really give you any further information right now.

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

What’s not to love? More mobile users means that we can interact with casino players even when they are out and about. We had our site fully optimized for mobile even before we launched, and since the mobile users represent 50 % of our visitor-base, Mobile’s always been a core pillar of our business.

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

Our biggest challenges for 2017 will be entering new and exciting markets, while constantly developing new and cool features for our flagship sites.

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

  1. The classic one: Go deep rather than wide
  2. Study the market and stay up to date

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

Sometimes, but not very often. I think after a few crazy nights of drinking, we’d invest what’s left of it!

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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