Ermin Rajic, owner at NewZealandCasinos and OnlineCasinoZed, gives an exclusive interview to SiGMA News as part of our latest series on affiliates
How did you first get into the affiliate space, and were you always focused on the iGaming sector?
I applied to the affiliate world a long time ago when blogging started to become extremely popular. It felt like something to me even though I had no prior knowledge and shortly thereafter, I stuck to this business model. However, it took a little more than 5 years ahead of time before I found iGaming but the same thing happened there, the moment I stumbled across it I got stuck for it too.
How is your affiliate business structured, and what aspect of business development are you currently focused on?
We build our networks with the help of extremely talented people in different areas. The text we outsource to a bunch of talented writers we have worked with for a long time, for development we have a close collaboration with a Swedish web agency that over the years learned what we need and the rest we take care of ourselves.
Right now we focus on developing the site where we aim to create the most useful casino site for the visitor.
Which markets do you focus on and do you see any potential in the emerging markets?
We focus entirely on New Zealand and Canada. There are many other markets that are at least as good and better, but we have chosen to focus only on these two and add a casino product to these markets that few can offer.
What makes your traffic proposition / traffic sites unique? What can you offer that others don’t? Are there any exciting plans in the works that you can tell us about?
Over the past year, we have worked mostly with correct information and development. Therefore, I can also say that the first thing that sets us apart from many others is the information. We always have accurate information, facts with sources and keep our readers updated daily. The second is the development of our product. We constantly analyse the visitor's choices and use this information to constantly improve our product for the visitor.
Right now, our development team is working on a New Zealand Casino Version 2. The new site will offer a number of new features that will help players find what they want easier and faster, such as a game filter just like in casinos, so you can easily find your favorite games and learn more about these.
Is the grass greener on the other side - Have you considered giving white label casino or sports betting a go?
No, we think our grass is pretty green and greener would just mean plastic grass. Jokes aside, but we are affiliates with great knowledge of how to drive quality traffic to the gaming companies. This is exactly what we want to continue to work and develop with.
Are you concerned by the impact on the affiliate sector from shifting regulatory environments? (In particular UKGC, Sweden’s Spelinspektionen, and Germany’s 2020 State Treaty on Gaming Regulation)
No not at all. I have been included in the Swedish Gaming Act, for example, and although it has meant a lot of changes in the market that have been complicated, it is all in all something good for the entire gaming industry. They talk, for example, that player value is falling, but few mention that the market is now secure and will generate revenue for many years, while eliminating bonus costs. In short, I believe that regulations are good for the gaming market as long as the gaming law does not exaggerate.
What is the main thing that you’d like SiGMA readers to know about your traffic? Are you focusing on SEO? PPC? Any other traffic source?
Same as always. We are an affiliate company that strives to deliver the best pride for our readers and in the same way we strive to be the best affiliate for our partners. We are driven by "honesty" and want our visitors to come back to us because they trust us and our recommendations. Exactly the same goes for our partners. We want to help honest and good casino operators grow.
Are you contemplating bringing in investors to scale or grow your business? Or, with such a big M&A market, have you ever contemplated selling the business?
Yes, two years ago, Mediaclever sold a lot of its assets to the listed company Racketech. A deal we are very pleased with and can most likely think of doing something similar in the future.
What can operators do to increase support from affiliates?
They should be honest and transparent!
Which qualities and skills are essential in an affiliate team/business?
Patience and clear goals.
How does technology play a part in your day-to-day?
Technology is increasingly important because with technology we can create products that are easier to maintain and products that are more useful.
How is the Asian market shaping-up for affiliates?
Have no clue to be honest!
What do you know now that you wish you knew when starting out?
Oh, I really wish I knew everything I know today the first time i started.
What’s been your biggest nightmare to date?
Honestly I don’t know!
What are the challenges in managing relationships with multiple operators?
The time it takes to talk to everyone!
What are the benefits of attending large iGaming events, and what can they do better?
Have you ever been to SiGMA? Would you consider attending SiGMA Manila or SiGMA Malta at some point?
Yes I have. Yes sure!
Tell us a bit about yourself – after all business is done between people, not just companies!
Just hopping for sunny weather!
Favourite book ever read?
Think right, be successful by Napoleon Hill.
Where would you relocate with family if you had to pick one city?
Probably to another city in Sweden.
Today belongs to the people that planed for it yesterday!
Favourite sport and childhood idol?
Get to know other great affiliates, responsible for killer traffic! Click the link below to read more insights from affiliates:
About SiGMA Expo:
The iGaming summit SiGMA is setting its sights on Asia. Our ground breaking Asian iGaming expo will be held in Manila, on the 8th & 9th of June 2020. SiGMA's largest venue to date will bring together high quality conferences and content, premium networking opportunities, and luxury networking event. 10,000 delegates from across Europe, the US, and Asia are expected to attend, making this one of the biggest shows to unite East and West in the region. To become a part of the fastest paced Asian iGaming event, book a pass or sponsor & exhibit.
For those planning to attend SiGMA Manila, AIBC Manila and ICE Asia at SMX on June 8-9th, this is the buzzing business environment to be expected: