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Meet Keith Williamson, Business Manager at Alex Affiliates

“Plan for the future and have faith in your marketing strategies with patience and dedication.” We talked with Keith Williamson, Business Manager at Alex Affiliates on what it takes to always stay on top of the game.

Hello Keith, hope you are well in this festive season?
On the 21st of June 2017 it was the first day of summer and the longest day-light time as it’s officially “summertime” and it’s going to be the hottest on record for many of us around the world. It’s also very exciting times for us in the Online Gaming Industry with many new developments to aid online entrepreneurs to create a successful business as the mobile Apps flood the market place to entice a new generation of players.

How did you come to enter the online gaming space?
It all began back in 2007 setting up a Call Center for the “World Poker Tour” which did not see the light of day for reasons that were beyond my control. But afterwards I was offered the position of International Affiliate Manager and the rest is history until a few years ago as was written in the “Book of Life” to become involved with AlexAffiliates.com and a team of forward thinking entrepreneurs with out of the box ideas & visions for the future.

Can you tell us a little about how your company business is structured?
We are a small tight knitted team with many years of experience between us and because of past experiences in the Online Gaming Arena we began an Affiliate Partner Network in able to provide a true open & transparent relationship with all the operators and to broker the highest deals possible for serious online Publishers/Affiliates in our industry.

With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
I am not surprised at all about seeing these types of mergers and I also predicted that this would happen in our industry as it has been done in other business verticals worldwide.

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?
This is something that we have pondered several times together as we look to the future and gauge the market in this volatile Online Industry and where we stand today as individuals to cross that border into a new side of our 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?
We always choose to write unique content in everything regarding our approach to our Online Gaming business plan and will continue to do so for the next six months and the foreseeable future.

Which markets do you focus on and do you see any potential in the emerging markets?
Our prime target markets are the UK, Scandinavia and Eastern Europe, but we are always looking into new markets as and when they become relevant.

How do you find German market and competition?
The German market is very interesting, but also a difficult one. Competition is tough, so it might be quite a challenge to enter this market without having a decent level of experience in understanding the mindset from the players.

How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
Yes, with all the past and upcoming changes it’s hard to stay on top of the game. That’s why we hire people who specialize themselves in SEO.

Are there any exciting plans in the works that you can tell us about?
We are planning to expand our presence on various markets. But I can’t tell you all the details right now.

What is the main thing that you’d like SiGMA readers to know about your sites?
Our sites are always unique and stand out from the crowd.

What challenges and opportunities has the move to mobile presented you with?
A lot of extra work for our programmers…

What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
New regulations are not making our lives easier. Times are gone when we could just target any country. Now several key markets are falling away for an uncertain period of time, which means for us that we need to focus on a limited number of markets for the time being.

What two pieces of advice would you give to any new affiliate starting today?
The two pieces of advice that I would give to Publishers/Affiliates today is firstly plan for the future and secondly to have faith in your marketing strategies with patience and dedication with an open & transparent business plan to build solid co-operations at all time!

Do you play slots and what would you do with 1 million Euro from jackpot winnings?
I don’t personally play the slots, but if I did and won 1 Million Euro’s from a jackpot winning, then I would treat my close friends to a good night out and place the rest into savings account for that possible rainy day!

Are you ready for Affiliate Grand Slam Bucharest and SiGMA17?
Unfortunately I don’t think that I will make it for the Affiliate Grand Slam Bucharest, but I shall be attending SIGMA17 and my door is open 24/7 for anybody that needs advice or guidance in our Industry.

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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