Meet Ben Norregaard, founder of

We met Ben Norregaard, founder of for an interview about his business and thoughts about the industry.

Hello Ben, how are you? Are you ready for SiGMA17 ?

Hi Marius, I’m just fine, thank you, and thanks for the invitation to Tallin, I had a great time, and I am looking forward to the next Sigma conference in Malta.

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

I started playing Blackjack and hunt for bonuses back in 2002, when online gambling still was a wild west market. I was introduced to the affiliate business by a friend, and in late 2004 I moved to Malta and set up the company.


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

Today the company is still primarily run by a team in Malta, but over the years some tasks have also been outsourced to freelance agencies and consultants around the world.

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 I haven’t and I have no interest in white labels.

Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?

As you say, developing unique content is a key pillar in a good SEO strategy, so the primary focus is just that; developing unique content.

Which markets do you focus on?

We primarily focus on Scandinavia and regulated markets in general.

How do you find Scandinavian market and competition?

The competition is getting harder, and there are already many affiliates and operators on the relatively small Scandinavian market. It’s tough.

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

Google updates are always a challenge, the same goes for black hats and spammers. But we try to keep up.

What is the main thing that you’d like Sigma readers to know about your sites?

If you are an operator and want danish traffic, you need a danish license!

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

I think Cross-Device Tracking is a big challenge. I don’t believe the current affiliate tracking software in the gambling industry reward affiliates for multi-device purchasing journeys. Many people research on mobile devices, but some still prefer to signup via the laptop. In this example, the affiliate loses the sale.

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

Sometimes, when casino operators get too big, they get arrogant and devalue their affiliates, and try to cut us off by changing exciting contracts etc. This can be a serious problem for smaller affiliates, if they don’t have the muscles to fight back. There is a lot of rogue programs out there.

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

Find a niche and stick to it.
Choose your partners very carefully.

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

I mostly play slots in Vegas. My favorite is Wheel of Fortune. If I won a big jackpot, I would buy a new hammock. The old one is getting tired.

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?

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