“Do more networking – that’s how you will get more info about the niche. Work hard and be patient, all truly great results need time (like a good wine).” We met Roman Doroshenko, Owner of SlotsUp.com.
Hello Roman, hope you are well in this festive season?
Hello Marius, I’m really good, thanks for asking. Summer is the time when I feel work/life balance the most.
How did you come to enter the online gaming space and set up your company ?
I was working as an SEO specialist and 4 years ago I was hired to try myself in gambling niche. After a great success of my projects, I wanted to launch my own project, but the company’s policies were against own projects in the same niche. So, after I quit my job I launched SlotsUp.com to repeat my previous success and I did just in one year. Along with my own projects, I also got a full time job where I’m a co-owner of such projects as OnlineCasinoHEX.ca, OnlineCasinoHEX.de, and other affiliate projects dedicated to specific countries.
Can you tell us a little about how your company business is structured?
Yes, easy one There only 3 key people in this structure and a few copywriters on freelance. I’m doing all the design, SEO, affiliate deals, testing, ideas generation, etc. My girlfriend and partner Marina is responsible for the social medias, content and copywriters management. My developer Max is handling all the tech side, manages servers, develops all backend and frontend.
With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?
Even though I’m only 4 years in this niche, I’m not surprised at all. Big fish eats small fish, I guess that happens in any business. But for the past year I was more surprised with the price of those acquisitions.
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 didn’t. Maybe I will in the future (I guess that is hard, but interesting experience), but for now I’m more than happy to be an affiliate.
Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?
Regarding the content, it’s not enough to have it unique anymore. Now it’s even more complicated, as you should get a golden mean of all the criteria that content should match. As for my focus, I think I’ll be doing more media partnerships, more testings on my sites and more development of new cool features.
Which markets do you focus on and do you see any potential in the emerging markets ?
I want to conquer most of them. For now I have a great success in US, UK, Canada and all other english-speaking countries, followed by Germany, Netherlands & Finland. Next in the list are Sweden and Norway, obviously Also, this year I plan to go after Brazil, Japan and maybe a few more exotic countries.
How do you find UK market and competition?
One of the best markets, but the competition there is just crazy. I worked with many markets over the last 8 years, but this one is one of the strongest.
How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?
I’d rather say that Google is helping me, as he fights all the rubbish sites and spammy webmasters. As for the SEO and content, for the last year I had a chance to sharpen my knowledge even more, so now it’s easier for me to create something Google wants to see in his top 10.
Are there any exciting plans in the works that you can tell us about?
I guess the most exciting plans are to launch projects in exotic markets, because I’ve never worked with them before.
What is the main thing that you’d like SiGMA readers to know about your sites?
My sites like huge icebergs, everyone is seeing just a tip of them, but there are many algorithms, functions, tests and other things underneath. All of present and ,what’s more important, future things are developed to deliver the maximum value to the player in the first place.
What challenges and opportunities has the move to mobile presented you with?
Not much, as we try to make every site mobile-ready from the start. Back in 2009 when I was working with the huge diamond/jewelry US brand and we launched the mobile version of the site, that was the first time I realized that in a few years it’s gonna be a crucial for any business online.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
Winning in new markets. Mobile app development. New algorithms and content for my websites to deliver even better value for my visitors.
What two pieces of advice would you give to any new affiliate starting today?
Do more networking, that’s how you will get more info about the niche. Work hard and be patient, all truly great results need time (like a good wine).
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
I have a few thousands free slot games on my websites, and I’m pretty sure I played more than 1000 games already, to experience them and know them better. Sometimes I play them for real money.
If I win 1 million Euro, I guess I would buy a house in Italy for my mom, some money I would invest in business and some I would give to the charity.
Are you ready for Affiliate Grand Slam and SiGMA17?
I was born ready
|Relive the highlights 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?