“Focus on what you do best and take help with the other things. And always think long term.” We met Håkan Klingén, the owner of nicerodds.co.uk to talk about his extensive experience in sportsbook business.
Hello Hakan, hope you are well in this festive season?
Hi Marius! Yes, I work with my biggest hobby – the life can’t be better.
How did you come to enter the online gaming space and set up your company?
In 1987 I was 18 years and opened betting accounts in London. I placed my bets by email, fax or phone. I got coupons from three bookmakers every week, so the odds comparison work was very manually. After 16 years I started to doing my living from my betting and also started my odds comparison site.
Can you tell us a little about how your company business is structured?
I had worked on a temporary service company since 1988 so for me outsourcing is something very natural. I don’t have any employees but many consultants and freelancers.
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
No, it’s the same in all new businesses.
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 don’t have the money to compete with the biggest bookmakers, so I continue to focus on what I do best.
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 already have odds comparisons on like everything, but will have even more pages about next manager in different football clubs.
Which markets do you focus on and do you see any potential in the emerging markets ?
Well, my English site has visitors from the whole world and many people in the emerging markets speak English – that’s the boring answer you got from me… But of course gambling on internet has just started…
How do you find Scandic market and competition?
Well, I live in Sweden and since 4 years I am biggest in Sweden on odds comparisons, but to be honest it is not so many competitors.
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
Nothing. We focus on good content.
Are there any exciting plans in the works that you can tell us about?
Next step will be odds comparisons on the transfer windows.
What is the main thing that you’d like Sigma readers to know about your sites?
That you can compare odds on the matches everywhere, so we focus on special bets, outrights and novelty bets.
What challenges and opportunities has the move to mobile presented you with?
I am 48 years old, so for me a computer is something you have on a desk… But I have help with developing the mobile sites.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
I understand what you mean. But my answer is preparing for the winter Olympics and football World Cup 2018.
What two pieces of advice would you give to any new affiliate starting today?
Focus on what you do best and take help with the other things.
And always think long term – it took me some years to get trust from Google but after 14 years…
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
Sorry. My focus is on odds.
Are you ready for Affiliate Grand Slam Bucharest and SiGMA17?
Yes, I had been on many conferences but not this two, so I am very excited.
|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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