“As a new affiliate, do not expect to make a living from this in the first year – start it as a hobby if you like and dedicate time. Perseverance in this industry, as in many other parts of life, will show results a bit later.” We met NovaCorp Net team to talk about their strategy and challenges within the industry.
Hello, how are you?
Hi Marius, we’re good, thank you, glad to talk to you!
Can you tell us a little about how your company business is structured?
There is not much of a structure per se here, as everyone does almost the same things. This way we handle from new development ideas up to content to SEO. This way we avoid doing the same thing every day and have much boredom among us. There are also many services outsourced, so this is another task that we manage.
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
It is the circle of life that when you grow, you do get to buy other projects that are already established – you do not want to waste time anymore on developing something on your own and grow it. So from this point of view, we are not surprised by these consolidations. However at the same time, these acquisitions are also risky, as any of the acquired projects carry the risk of not returning the value, with the possibility of getting penalized in search engines or simply not keeping up with the market trend.
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, we haven’t done this yet, but it is something we consider for some time now. However, with all the local regulations in the European market, setting up an operator and working in limited markets made it even less profitable than previous years – and this trend will continue.
Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?
Unique and valuable content is important of course. However, SEO is also something of huge value, as regardless of how good of a product you offer, if you do not get it in front of the right audience, you will simply not get the most of it.
Which markets do you focus on and do you see any potential in the emerging markets ?
We’re focused mainly on European markets, and now especially on regulated ones. In terms of emerging markets, we have carried pout tests on other regions as we have traffic from all over the world, but for example we find little value in Africa and Asian markets at this moment, so we’re focusing our efforts on this.
How do you find International market and competition?
Every market has its own particularities: you need to know what brands to promote and what strategies to use to better convert in each country. When you deal locally, you can still find value, but this comes with costs and language barriers. Trying to operate in English language to access a wider International audience is however more difficult, as the competition in this area is higher.
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
It is an important task for us to keep generating valuable content and offering freebies that otherwise you would have to pay for to access them somewhere else, and this in return generates traffic and links to our services.
Are there any exciting plans in the works that you can tell us about?
We are always tweaking our services, trying to improve them all the time. So there is always something new happening, some new projects in works, but we can’t talk about them until they’re completely launched.
What challenges and opportunities has the move to mobile presented you with?
The main challenge in mobile for affiliates is conversions. While most operators offer a mobile optimized website or mobile apps for their services, conversions on these services through an affiliate is limited compared with PC traffic. A way to improve this would be to offer affiliate tracking to mobile apps downloads, as there is a better chance to convert when the app is installed on a user’s phone – but many operators do not offer this sort of tracking at the moment.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
Over-regulated markets in Europe is the main challenge – this affects many operators as well from offering their services in certain countries, and therefore limits your options as well in offering marketing services to them. In the past few years we have seen many countries introducing local regulations, and with that many operators pulling out these markets; This trend will most likely continue, and the lack of a common approach at the European level will only make it more difficult with time to work in this industry.
What two pieces of advice would you give to any new affiliate starting today?
As a new affiliate, do not expect to make a living from this in the first year – start it as a hobby if you like and dedicate time. Perseverance in this industry, as in many other parts of life, will show results a bit later.
Are you ready for Affiliate Grand Slam Bucharest and SiGMA17 Affiliate Conference?
We’re always ready for meeting with the industry fellows, and SiGMA does a great job at organizing these sort of events.
|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?