We met Asaf Gozlan, Chief Strategy Officer at CLiQ Media, for an interview about his business and thoughts about the industry.
Hello Asaf, how are you? Are you ready for SiGMA17?
Hi Marius, I’m always excited about Sigma as its one of the more productive conferences throughout the year. I’m also honored to have been selected by Videoslots as their partner at the Tallinn Grand Slam.
How did you come to enter the online gaming space and set up your company?
I’ve been involved in online marketing for over a decade with most of that time also spent in the online gaming space. I was fortunate to help co-found CLiQ almost 2 years ago.
Can you tell us a little about how your company business is structured?
CLiQ is a marketing firm which delivers valuable, high intent customers to our partners in a select number of industries. We differentiate ourselves from competitors by developing partnerships based on complete transparency. Using CLiQ’s proprietary platform, our partners can visualize our bidding strategy, KPIs, user data, and other valuable metrics in real-time. CLiQ’s platform optimizes operators’ marketing budgets by providing a comprehensive analysis of user acquisition. This is the antithesis of the current affiliate marketing experience whereby an operator is kept in the dark while vague traffic sources and channels are utilized to deliver users at a disproportionately high commission structure.
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 at all, I appreciate that the affiliate marketing space is undergoing a paradigm shift away from revenue share-based annuity structures. As operators shift toward performance-based acquisition partners,commercial structures will reflect the funnels those partners develop. Marketing directors can help drive this paradigm shift by allocating significant budgets for affiliates who are able to deliver valuable users from competitive markets such as paid search.
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, and we are not interested in such a proposition. CLiQ’s marketing solutions have been developed to deliver exceptional results for operators who are competent in converting and engaging with the users directed through our funnels.
Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?
Our primary focus will be on the consumer experience and the ease of navigating through our channels. We will also focus on coordinating branding strategies which align with our partners’ internal marketing efforts.
Which markets do you focus on and do you see any potential in the emerging markets ?
We deliver to a broad range of markets internationally and have a policy of allocating our resources to countries which are of strategic interest to our partners.
How do you find UK market and competition?
To have your finger on the pulse of the gaming industry, you must have an active channel providing significant volumes from the UK to operators. The UK market can determine the direction of the entire online gaming industry.
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
They haven’t! We don’t bother with disreputable or nefarious methods to generate our SEO traffic – we prefer developing organic, instructional, and engaging high quality content for all of our sites.
Are there any exciting plans in the works that you can tell us about?
New revolutionary updates to our platform for use in the gaming industry will be released in June. Data-rich tracking will make user-acquisition transparent for operators and allow them to more efficiently invest their marketing budgets. Our hope is that CLiQ’s platform will truly disrupt the current affiliate marketing experience, whereby a campaign is based on 1 or 2 individuals. From finance to content to social teams, our platform will enable multi-departmental involvement that will help streamline a uniquely valuable affiliate partnership.
What is the main thing that you’d like Sigma readers to know about your sites?
We don’t negotiate with our partners; we simply provide access to our bidding strategy and take the BS off the table! Online marketing affiliates who expect to consolidate their commercial terms with no transparency are doomed to repeat the negotiation process at the expense of a long-term partnership.
What challenges and opportunities has the move to mobile presented you with?
It’s vital for me to identify which operators are more adept at developing high quality games through systems dedicated for mobile gaming. The challenge for the next few years will be to identify which new technology will shape the online customer life cycle. The online experience is evolving away from desktops, and in a few years, smartphones will be presented with the same evolutionary challenges but only by something like VR systems next. Integrating Out-of-Home advertising strategies will begin to play a role in CLiQ as other home-based sources of how people prefer to navigate the internet become obsolete.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
Affiliates must possess significant capital and the requisite resources to invest heavily on processes that generate new consumers.
What two pieces of advice would you give to any new affiliate starting today?
Have a unique selling point to acquire your initial market share.
Raise the necessary funds required to reach break even. Be prepared to spend heavily on competent developers and customer acquisition.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
I never gamble because I’m naturally very unlucky at it (or admittedly not an intelligent gambler, simply an impulsive one). If I won 1 million euro then I would donate the winnings after taxes to something my mother would be proud of… NOT
In 2006, Asaf Gozlan migrated to Israel from Miami, where he completed voluntary service in the IDF as a tactical sniper. Over the last two decades, Asaf has been involved in the affiliate online marketing sector and most recently co founded the performance marketing firm, CLiQ.
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.