“View players as partners and not as paying customers. Listen to what they have to say and do your best to give it to them.” We met Eric Fronden, Advertising and Promotions Manager at Bookmakers.bet.
Hello Eric, hope you are keeping well this summer?
Hi Marius! I’m doing really well, thanks for asking! It’s a busy summer as we’re all preparing for the upcoming sports season.
How did your company come to enter the online gaming space?
Creating a portal were we could assist players and work together with the most important operators in the gaming industry had been a lifelong dream for everyone on www.bookmakers.bet. Not too long ago, we decided to make the first step, and although there have been some bumps along the road, we are happy to say we are currently on the right track.
Can you tell us a little about your company’s goals and focus?
Certainly. Our key aim is to assist players by providing honest reviews on the most respected sportsbooks in the iGaming industry. This has allowed us to create a loyal community of players and fruitful relationships with our betting partners. Hopefully we can keep expanding and offer our website in even more languages.
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
To be quite honest, I don’t think this is something new. Ever since operators made the transition from land-based to online, we’ve seen new sites launched and former key bookmakers lose momentum. What I wholeheartedly believe though, is that there’s never been a better time to invest in the iGaming industry.
Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?
Well, I can’t really go into detail on our strategy, as our competitors would surely love to know exactly what we’re planning. Let’s just say that our priority is to keep publishing helpful content for our members and be the first to cover the latest industry news.
Which markets do you focus on and do you see any potential in the emerging markets?
We mainly focus on English speaking countries, meaning that our readers mostly come from the United Kingdom and the US. Additionally, we’ve launched two sister websites based in Greece and Cyprus. In terms of potential, I think Africa and South East Asia are two untapped markets that will see a lot of activity in the coming months.
How do you find UK market and competition?
I think every other country should look up to Britain, seriously. Competition is fierce, but this is balanced with low GGR taxes, meaning that once a sportsbook gets licensed in the UK, it’s a matter of time before it establishes itself. Furthermore, low taxes, also work to benefit players as they generally find high odds on most betting sites.
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
Pretty much like the entire industry, we’re continuously adapting to new updates and improvising to gain a slight edge. Personally, I was happy to see that Google’s latest updates are working towards rewarding quality content and punishing black hat techniques.
What is the main thing that you’d like SiGMA readers to know about your website?
That what matters to us is to provide what’s best to our community. There have been instances where shady sportsbooks have approached us with offers that would possibly entice similar websites. What we believe however, is that you can not put a price on trust and honesty.
What challenges and opportunities has the move to mobile presented you with?
That’s a really good question. Before we launched our website, we took the time to analyze if creating a mobile-friendly environment would help our members. Time has proven we took the right bet, as about 40% of our traffic comes from smartphone & tablet users. Also, according to recent research half of all sportsbook and casino players are now wagering via mobile.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
I think everyone is anxiously watching on how developments unfold in Britain as the proposed tax on free bets is something to look out. Additionally, new legislation in Ireland, Germany and the Netherlands will surely lead to new challenges and opportunities for many affiliates and operators.
What two pieces of advice would you give to any new affiliate starting today?
Not being afraid to take risks is my primary advice. Following other people’s footsteps will only take you to a certain level in this industry. You have to constantly try different things and new approaches. Besides that, I’d say that you have to view players as partners and not as paying customers. Listen to what they have to say and do your best to give it to them.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
Sure, I’ve tried my hands at slots in the past. Now, if I won 1 million Euros, I probably would invest a large sum to make our website even better and keep an even larger sum for future projects. Most likely, a summer house in the Bahamas would be a top priority project.
Are you ready for Affiliate Grand Slam and SiGMA17?
Of course. I am looking forward to the Sigma17 as we’ll have the chance to catch up with our partners and friends. Hopefully this year we can meet even more people and create brand new business opportunities.
|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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