Meet Kristoffer Holten from Fable Media & Affiliates

We met Kristoffer Holten, the Head of SEO at Fable Media & Affiliates, for an interview and asked about his business and thoughts about the industry.

Meet Kristoffer Holten from Fable Media & AffiliatesHello Kristoffer, how are you?  Are you ready for the Tallinn Affiliate Grand Slam 2017 or SiGMA17?

Hi! I’m doing great, thanks. Things are still very busy since the LAC, but I’m looking forward to Tallinn Affiliate Grand Slam 2017.

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

Fable Media & Affiliates was started by Frederik Falbe Hansen in 2015 and I joined the company in 2016 as the Head of SEO. We own ten casino and bingo brands in the UK and several affiliate sites too – you could say we have got plenty on our plate at the minute.

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

Fable Media & Affiliates is a high-end casino and affiliate company based in Copenhagen, Denmark. The team consists of 15 people all of whom are online marketing specialists, working hard to keep the company ticking, but also growing and expanding.

Meet Kristoffer Holten from Fable Media & Affiliates

With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?

The remote gambling industry is highly dynamic, so I’d say all of the mergers, acquisitions and other huge shifts in the way the business is done are natural. I’m sure we’ll continue seeing lots of new acquisitions this year and for the years to come as the industry matures and expands further.

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?

Under the Fable Media umbrella, we have several white label casinos including and We are also represented in the bingo business by So we are definitely in the real money operator business now!

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 have a brilliant content team based in the UK with six employees, led by Martina Danelaite, our Head of Content. They entire team has years of experience in the industry and are capable of delivering more than 40 unique, high quality across all of our brands and affiliate sites on a weekly basis.

Needless to say, the content team is working closely with our SEO team in Denmark to deliver the best results and hopefully dominate the UK casino market real soon

Which markets do you focus on and do you see any potential in the emerging markets?

In 2017 our focus will remain on the huge mobile casino market that is the UK.

We also recently launched six new Scandinavian affiliate sites that we will focus on in the near future. We are very excited about the potential of expanding into this highly promising market.

How do you find UK market and competition?

The UK market has changed a lot in the past six months as people started investing a lot in SEO and SEM. Luckily for us, here at Fable Media we have the resources to compete with the big guys and remain at the very top of Google.

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

All our sites have survived the Fred update that took place in early March. The new real-time algorithm is also treating us very well and our SERP visibility has only increased this year. We deliver what people are searching for and this is why search engines love us. Subsequently, we rank well too – win-win.

Are there any exciting plans in the works that you can tell us about?

We’re currently still overwhelmed by all of the interest in our affiliate program that was shown during and after the LAC. Here’s a picture!

Meet Kristoffer Holten from Fable Media & Affiliates

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

At Fable Media, we are on both sides of the divide as we operate online casinos and affiliate sites. Because of this, we know exactly what our affiliates need and we know what kind of traffic the casinos need. Due to this, we are very well respected in the remote gambling and the affiliate businesses.

Kristoffer Holten Madsen works as the Head of SEO at Fable Media & Affiliates. Since the company that operates online casinos as well as gambling affiliate websites, Kristoffer has lots of professional experience in both industries. His main goal is to build links with white, grey and black hat methods, focusing on the British gambling market. You can contact Kristoffer at LinkedIn.

Are you a startup? Then apply for the SiGMA Startup Pitch 2017 and meet hungry investors. Find out more about our new Gaming Hub and register your interest.

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