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Interview with Tom Light (VP at SBTech)



Exactly a year ago, we had the chance to interview you for EEG Report Magazine, Issue 3. First of all, tell us the main SBTech headlines over the past 12 months.

The past year has been one of the most exciting in the history of SBTech. Key partnerships with leading omni-channel operators and state lotteries have enabled us to enter a series of newly regulated markets, each offering massive growth potential.

Uptake of the SBTech Blue semi-managed sportsbook has increased dramatically, giving operators instant access to every betting market and allowing them to adjust the odds, payout ratio and maximum win amount for any of them. As a natural progression from a fully managed sportsbook, it provides our partners with major advantages when it comes to brand differentiation and promotions.

Meanwhile, the rollout of a series of new player features, ranging from Flexible Cash Out and Add to Bet to ‘ProAct,’ our ground-breaking proprietary CRM tool, has enhanced user experience across the board. We’ve also recently launched our complete suite of fully managed services, delivering truly comprehensive marketing and CRM solutions to operators across retail, web and mobile.

The company you represent is the biggest global B2B sports betting provider and is aggressively entering the US market. What can you tell us about your plans? 

With the impending changes in regulation affecting online sports betting and casino gaming, we are currently in the process of applying for licences in various U.S. states, including New Jersey and Nevada.

We’ve already signed deals with a number of major US operators to provide our full suite of products, are currently setting up an office in Las Vegas, and will be announcing our entry into the market by sponsoring the G2E conference in Vegas in October.

We have various product innovations and localised offerings in the pipeline specifically for U.S. players, based on our deep knowledge of American sports, and are relishing the opportunity to introduce up-and-coming operators to the unique advantages offered by our Chameleon360 iGaming platform.

Which are the odd variations that your company offers?

While many our partners take advantage of our fully managed services package, the semi-managed SBTech Blue solution is now the choice of a growing number of operators. It enables them to directly manage any market within their sportsbook while leaving the rest to be controlled by us.

The operator can therefore employ a relatively small team of traders, who are experts in specific fields such as local sports leagues or major competitions, safe in the knowledge that the provider will manage all other markets.

Semi-managed is a natural progression from fully managed – as an operator grows, they inevitably want more control without necessarily wanting to invest additional resources in fully managing the operation.

Which SBTech products are the most popular?

The cutting edge Chameleon360 iGaming platform is at the heart of SBTech’s entire solution, giving operators access to an enormous variety of reports and features used for the day-to-day management of their online sportsbook, casino or omni-channel operation.

The range of options included within Chameleon360 and its user-friendly design has made it the go-to product for dozens of leafing operators. It contains a powerful CMS, a comprehensive communications centre with the newly added ProAct chat tool, a fully configurable automated bonus system and flexible payment gateway integrations.

One of the most heavily used reports is the real-time Bets Monitor, which provides a live view of all bets, including all rejected and cashed out bets. The filtering options within the report allow operators to see exactly what bets are being placed on specific markets or events, and these stats can easy be exported for further analysis.

What upcoming events is the company currently focusing on and how prepared are you for them?

The upcoming Betting on Sports conference in London is one major event where we’ll have a significant presence. Ian Bradley, our Chief Product Officer will be part of the panel on Innovation and Business Development on Day 1, and we’re very much looking forward to meeting with many of our partners and associates to discuss ways to push the boundaries of our industry.

We’re also looking forward to the second edition of the Central and Eastern European Gaming (CEEG) Conference and Awards in Budapest. After winning the award for Best Sports Betting Provider at last year’s inaugural event, we’re hoping for further success, both for ourselves and our partners in this crucial region which includes a number of exciting, newly regulated markets.

At the G2E conference in Las Vegas, we’ll be hosting a dinner party for prospective clients while we watch the MLB Wild Card game. This will be an opportunity for potential partners to learn more about our platform solution, sportsbook product and complete range of managed services.

Then in November, there’s the EiG conference in Berlin, where we’ll be hosting an intensive workshop for sports betting operators, focusing on various new technological and behavioural trends impacting the industry.

SBTech recently collected the Best In-Play Betting Software award at the annual EGR B2B Awards for the second consecutive year, cementing its status as the industry leader in Live Betting. Congratulations! What does this award mean to you? Does it inspire you?

We were very proud to win the Best In-Play Betting Software award once again. There’s no doubt that live betting is the future of the industry, especially with the continuing rise in prominence of mobile gaming. So, as the biggest B2B sportsbook solution provider, it’s important for us to underline our commitment to innovation in in-play and continuously push the boundaries.

We are always focused on taking the product forward, to give our customers even more exciting and attractive live betting features and options. One of the major development areas is in Fast Markets – giving players the opportunity to bet on what will happen in the next minute or 5 minutes of a game has proven to be particularly popular and we are now taking these markets to the next level. As technology advances the sky really is the limit when it comes to in-play, with bespoke player messaging using BI likely to become even more focused on live events.

Tell us about SBTech’s plans regarding the 2018 FIFA Football Cup, and the PyeongChang Winter Olympics. How is the company preparing for these massive sports events, and what new products and services will be launched this time?

At major international football tournaments, acca/combo bets are always popular, since there’s so much action happening on a daily basis. That’s why we’re working on various new acca-based betting features that will appeal to the casual bettors that high-profile events like the World Cup attract.

And whilst the Olympics haven’t traditionally been a major focus for sports betting operators, we’re also working several live betting functionalities designed to cater to those who might not have detailed knowledge of certain winter sports, but who relish the thrill of the moment and want a real stake in the outcome.

Which has been your most gratifying experience since you started working at SBTech?

One of the most rewarding aspects of this job is seeing start-ups grow into major players. That’s exactly what happened with SBTech client Bet PT, which went from a standing start to become the biggest operator in the Portuguese regulated market, hitting GGR of €50 million just a few months after launch and now commanding over 67% market share.

Another very gratifying experience is when operators move over to our sportsbook and platform from a rival solution. Spanish operator Luckia is a good example of a major player which was able to dramatically improve performance across all its KPIs, including margin, average bet amount and player engagement, partly through offering a far wider range of live events, an area in which SBTech is a recognised industry leader.

At the end of the day, success for our partner operators equates to success for SBTech, and it’s only through close collaboration and constant communication that effective, productive and profitable relationships can be created.

What is your personal opinion about the gambling industry in general, in Europe, or in any other regions?

The rapid pace of regulation over the past few years, both in Europe and globally, has created numerous opportunities for agile providers to establish new partnerships and deliver consistent growth. It’s certainly a very exciting time to be working in the iGaming industry, but I’m certain that the best is yet come. Technological advances are already driving ever-increasing levels of personalisation.

If you could change anything about the world of gambling, what would it be?

I think there’s always been a reluctance amongst sports bettors to reveal their selection and strategies. But now that we’ve entered the era of the social media star, I’d like to see more players sharing their tactics and successes with a wider audience, in the way that social trading has shaken up the world of forex.

It all comes down to how you view betting – whether you think there’s something shameful about it, or if you understand that there’s no reason players shouldn’t have the opportunity to be rewarded for their knowledge and passion – as they would be in virtually any other field.

Who is your favorite actor or actress?

I’m a huge fan of Michael Fassbender. He’s just a magnetic screen presence and, more importantly, he’s a genuinely versatile actor. That appeals to me in terms of the nature of our industry, where flexibility and the ability to adapt are at the core of everything we do.

Where do you travel to the most in Central Europe?

With key partners Sky Bet, Bet90 and Sunmaker in Germany, I’m currently spending a lot of time in the EU’s economic powerhouse.

Our partnership with SAZKA, the Czech Republic’s state lottery also takes me to Prague on a regular basis. We’re now partnering with numerous state lotteries, and this represents a key element of our global strategy.

And with several new clients soon to launch in Poland, I’m visiting Warsaw very frequently right now.

Is there anywhere in in Central Europe that you are not interested in and would not like to visit?

That’s a strange question! I’ve been fortunate to travel widely all over Central Europe and I have to say there’s nowhere in the region I wouldn’t like to visit.

Due to the sensitivity of operations in Asian markets, we feel it is more appropriate to focus on the US market, in which we are taking steps to establish SBTech as industry leaders.

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Affiliate Interviews: Lee James Gwilliam, OnlineCasinosVegas



Please meet Lee James Gwilliam, of OnlinceCasinoVegas and Commercial Manager at Blexr Ltd!


Name: Lee James Gwilliam
Age: 35
Hometown: Middlewich, Cheshire, UK
Living in: Sliema, Malta
Favorite Food: Steak
Must Read Book: East of Eden, John Steinbeck
Profession/Job title: Commercial Manager

GAV: Hello Lee, first of all, tell us and our readers as well a little bit about yourself. How did your career start in the industry?

Lee: I ended up in gambling quite by accident! Despite being a keen poker player, I had no ambitions to work in the industry. I’d been involved in online marketing and affiliation in other sectors for many years and semi-retired with my own retail operation to Malta in 2011. A few years ago, I found myself needing to get a ‘proper’ job again and being in Malta, iGaming seemed a good fit with my e-commerce and content background.

GAV: We know little about Blexr other than it is an international performance marketing company, tell us all about it?

Lee: We’ve always preferred to be a private company, small but with a big footprint. We’ve various product verticals across casino, sportsbook, poker, bingo and financial services. I’ve actually just got back from the EGR Power Affiliate event at Goodwood where we are now ranked in the top 50 affiliates worldwide, in fact, top 10 in some of our niches.

The website you contacted us about, OnlineCasinosVegas, or OCV as we call it in-house, was an acquisition made by us rather than an in-house product. It’s one of our smaller properties but not to be underestimated. We bought it last year as part of a wider network from a very well-known UK affiliate and seasoned gambler.

GAV: Since there are thousands and thousands of websites in this niche out there, where do you think stands now?

Lee: What makes OCV stand out, is the very thing that made it attractive as an acquisition. So many modern affiliate sites offer just basic cookie cutter content, OCV was written by a professional gambler and although the design might be a little antiquated to modern eyes, it’s incredibly knowledge driven throughout. This shows through in the quality of the site’s audience and we think this will become even more important in the future. Serious gamblers want serious content.

GAV: How do you see the online slots market/industry at this moment?

Lee: More competitive than ever. Just a few years ago a few some companies, such as NetEnt, were miles ahead of the other developers. Now, you have a whole host of bespoke operations offering great game content and with VR and skill based games on the way these are very exciting times for both the industry and players alike. Sports betting too, with expansion into E-Sports and other niche areas is far more diverse than ever before.

GAV: How did you start and most of all what bumps did you have to overcome at the beginning?

Lee: Once, Blexr was a small affiliate like thousands of others, with a simple poker rake back site. This was successful and led to further acquisitions. The founders have been very careful to re-invest in both the company and its employees which has allowed us to grow to where we are today. Outside of the challenges faced when any affiliate business becomes ‘a real company’ rather than a small team, the biggest roadblocks were managing our migration into a full performance marketing operation instead of ‘just’ an affiliate.

Before several of the modern ‘super affiliates’ landed, affiliate operations simply didn’t have such a wide remit and there was no model to copy for structure. Building such a structure from scratch is a challenge that many have failed, fortunately, we didn’t. As a result, we now offer consulting in CRM, market research, marketing, affiliation and brand launch in addition to the direct acquisition that a stock affiliate provides.


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GAV: We have analyzed OCV and found some great quality content. Are you writing it by yourself or do you have a team of people writing for you? How many slots are there on your website? How about the your news section?

Lee: The nature of my current role sadly prevents me from contributing as much to content as I once did though I still mentor one of our writers and do a little key content to keep my hand in and stay match fit. We’ve a writing team of more than 40 people across the network and they are looking to add more slots to OCV in the coming months in addition to the several hundred already on the site. We’ve also been expanding the detail in some of the older articles and written some in depth guides for skill based games. The news section has fallen a little by the wayside in recent times but we hope to turn that back into an active blog in the future once we’ve dealt with all the existing articles.

GAV: How do you manage to keep the content always fresh and relevant on your website, when a lot of fluffy and nonsense appear on the Internet on a daily basis?

Lee: Hire experienced, well-trained and knowledgeable writers and then pay them well. Really, it’s not that hard when you break it down. A number of slots sites are just concerned about being first to market, they don’t even play the games they are reviewing, they write a preview based on a few screenshots available before launch. Whenever we advertise for a new writer we are inundated by ‘content-writer’ CV’s who’ve been working in the industry for years just on the basis they were native speakers. That isn’t enough if you want deep value content. It’s like auditioning for the national football team because you own a pair of boots and can kick a ball. Writing is a profession like any other and you want the best professionals who have put years into their trade.

GAV: With all the Google updates that we’ve all witnessed how do you guys approach SEO, content and of course generating good traffic?

Lee: Google is being very helpful to us just lately with its move towards prioritising ‘value’ based content. Fluff is yesterday’s content, just being first to write on a subject is barely enough to get you there and certainly isn’t enough to keep you there. The same applies to SEO, spam is dying, both content and SEO must be top notch for you to rank for good keywords and bring in good traffic long term. Things are biasing more and more to user value and this can only help people who are trying to do the job right. I’m not saying there aren’t plenty of tips and tricks or shortcuts still out there, but, the fundamentals are becoming ever more important.

GAV: We are pretty sure that you receive messages from Affiliate Managers on a daily basis showcasing their best products. You of course select them by the brands they work with; but what are your thoughts on how a real Affiliate Manager-Affiliate relationship should be built?

Lee: Literally hundreds, by 9 AM any given day my skype looks like a Christmas tree! A good AM(affiliate manager) will earn their employer a fortune, a bad one will cost them the same. It would terrify some operators to know how much an AM has potentially cost them at one point or another because a relationship went sour. That said, affiliates have a responsibility to try and help bridge the communication gap too and help AM’s gain experience.

I’ve accepted a speaking position at a conference later in the year on managing affiliate relationships from our point of view and am starting a LinkedIn series next week called ‘Friday frustrations’ to try and get some things out there from the affiliate standpoint. It isn’t fair that affiliates complain about the ways AM’s approach them and deal with them when they aren’t making any attempt to feed back the data – we want to do our part in correcting this and contributing to the industry.

GAV: Which markets do you target at this moment and are you planning to break in into emerging markets?

Lee: We are already a global network, with our reach approaching triple digits in terms of the countries we target for. That being said, we think emerging markets and newly regulated markets should be the big focus for affiliates and operators alike.

GAV: How do you see the future of the online casino/gambling industry? For instance, will it become a truly global phenomenon?

Lee: I think my point above indicates that to be so! Yes, some countries are way behind and others have stumbled due to regulatory processes but this will be and, in many ways already is, a global business.

GAV: Tell us one change that you want to see in the casino affiliate ecosystem?!

Lee: Proper affiliate software between the affiliate and the operator. Transparency is the first step to rebuilding trust on both sides of the gambling industry and neither party can optimise their business with each other properly without full accurate data sets.

GAV: How about the UK market, is there still place to grow, what is your position?

Lee: The UK is one of the hardest markets out there right now amongst the premium countries. The existing, and future regulations facing both operators and affiliates only adds to the difficulty. However, this also creates opportunities for those companies which can navigate this and create stable, sustainable business models. It will be a tough market with lots of opportunity for the right businesses.

GAV: Do you have any advise you would like to offer to newbies who are looking to venture into this great industry!?

Lee: Have a niche and master it. There is a new casino every other day, white labels which are all but identical bar their branding. The brave and creative businesses which do something different are the ones we will be talking about as the next success stories in 5 years time.

GAV: Do you attend any iGaming/online casino conferences? If so, which one is your favorite and what is your most fun experience?

Lee: I seem to spend as much time at networking events and conferences as I do at home these days. I’m a big fan of the IGB events and the EGR event recently at Goodwood was an exclusive treat. SiGMA, as our local conference, is very important and we will exhibit there this year. Their local networking events are impressive too and so is the new Affiliate Grand Slam concept.

GAV: Tell us about your experince at the Affiliate Grand Slam in Tallinn?

Lee: An excellent new take on the traditional affiliate conference, the second one coming up in Bucharest is only going to build on the first one. To have a small number of operators and a larger number of key affiliates improves the opportunity to take time over business discussions and keeps networking at maximum value.

GAV: What do you think the chances are for Eastern Europe to become a potential gaming hotspot in the future? Where do you think the region must improve upon?

Lee: If you look at places like Malta and Gibraltar a key ingredient for success in a gaming hot spot is the support of a local regulatory body. Eastern European destinations have masses of opportunity for all areas of the industry both as operating spaces and markets but, the regulatory infrastructure needs work.

GAV: Where would you like to travel in Eastern Europe?

Lee: I’d really love to spend some time in Russia and Kiev is on my hit list too. I spent a lot of time in Romania last year and it’s my favourite country in the world right now. I wintered in Transylvania which was amazing and Bucharest is an incredible city. Will be heading back there this year for the next AGS event and probably again in winter for some much needed down time.

GAV: Where you wouldn’t want to travel in Eastern Europe?

Lee: Never really been attracted to Bulgaria, though, I’d be happy for someone to change my mind.

GAV: How about a favorite celebrity, or a mentor do you have one?

Lee: I’ve had several good business mentors including our current founders. Celebrity wise I’d have to admit a liking for Kate Beckinsale and Robert Downey Jr is a modern icon.

GAV: Tell us your opinion about the Gambling Affiliate Voice?

Lee: It’s incredibly important for affiliates to have a voice in the industry and the GAV gives us exactly that! I think for new/smaller affiliates which are just starting out or attempting to grow resources like this cannot be underestimated.

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Affiliate Interviews: Nina Sparv of (Epicorns)



Name: Nina Sparv
Age: 29
Hometown: Vasa (Finland)
Living in: Andorra
Favorite Food: Seafood, I guess I´m not allowed to answer wine here, am I?
Profession/Job title: CMO & Co-founder at Epicorns

GAV: Hello Nina, first of all tell us and our readers as well a little bit about yourself, we want to know who Nina really is? How did your career start in the industry? Since when are you active at Nya Casinon?

NS: I`m born in Vasa, a small city in the west coast of Finland. It´s a two-language city, so I actually speak Swedish with my family instead of Finnish. An interesting fact that many people might not know about Finland. I kind of ended up in the industry pretty randomly, I was tired of Finland and I was searching for some new adventures. In the same moment, my previous boss in Finland asked me if I would be interested into moving to Cyprus. He had a friend that was working as a CEO for a gambling company that needed a copywriter for both Swedish and Finnish content so he thought I might fit, since I also happen to love playing slots. I had no experience in the industry, but I liked it a lot from the very beginning. After working as a copywriter / content manager for one year, I got promoted to Business Manager, where after I was responsible for the business development of 3 separate casino brands in several different markets. The company was fairly small, so it was great that they gave everyone so much responsibility, since I learned a lot during the 1,5 years as a Business Manager. Without that experience, I wouldn’t probably be where I am today. Many people say you shouldn´t mix work and personal life, I couldn´t quite live up to that, since that´s exactly what happened in Cyprus, I met my soul partner Jaume at work. We moved together and after a while we got tired of Cyprus and moved to Andorra to set up our own affiliate company and online marketing company. It sounds easy and fast, but there was a lot of sweat, tears and endless amount of work before the company first of all, was setup, and second of all, before the sites actually started generating money.

GAV: We know that you’re also active at an international online marketing company, tell us all about it?

NS: Epicorns (our company) was first setup as an online marketing and consultancy company to be able to generate income, that we later could use on investing in our affiliate sites. We have been doing a lot of consultancy and online marketing services during the last year to generate income, such as SEO, web development and content writing. Now that our affiliate sites have started to generate money, we don´t focus much on promoting our online marketing or consultancy services, but it´s always good to have them as a backup plan.

GAV: Since there are thousands of websites and portals in this niche out there, where do you think stands now and what is that plus that the other portals don’t have?

NS: First of all, the Swedish market is very competitive, and it´s difficult to compete against all the giant affiliate companies nowadays. That´s also why we´ve decided to focus on a small niche within the market, which is new casinos, where we should be able to reach some of the top positions in Google with the great domain that we have. It´s still a very new website, and it will probably take some time for it to jump higher in the rankings, but we´re working hard with the content and the SEO constantly.

GAV: Next to the swedish market which market do you target?

NS: With we naturally only target the Swedish market, but we have in total around 150 websites targeting a lot of different markets. Currently we´re focusing mainly in the Finnish, Swedish and Spanish markets, but we also have websites in Norwegian, German, English, Portuguese, Italian and French.

GAV: How do you see the online casino market/industry at this moment?

NS: I don´t think it´s needed to say, but it´s a very competitive industry, although it´s still a fairly new industry. Every time it´s getting more difficult and it´s taking way longer time to be able to reach high rankings for the websites. There´s new affiliates sites and casinos launched every month, so you must keep up with the speed if you want to be in the game. Before you could basically rank a website with few pages and some blogposts, which nowadays is barely impossible.

GAV: Is it hard for a woman in this industry, which are the advantages and disadvantages?

NS: I don´t see it hard as a woman to be in this industry, we´re obviously not the majority, but there´s a lot of professional women within the Igaming industry. I wouldn’t say being as a woman is any different from being as a man in the industry, neither do I have any advantages or disadvantages to mention.

GAV: In your opinion what are the strong points of and what makes it stand out from the other niche websites?

NS: Since I write most of the content myself, I would say unique content and up to date blogposts for the users about the latest promotions and news.




GAV: We have browsed your website and found some great quality content. Are you writing it by yourself or do you have a team of people writing for you?

NS: I try to write as much as I can myself, but since we have already a lot of websites in both Swedish and Finnish, it´s difficult to keep up with everything. Last year I was writing for all the websites, but now there´s too much work in other parts of the websites to be done. The blogposts and news I always write myself, but for the rest of the new content I have 3 freelance content writers helping me out, one in Sweden and two in Finland.

GAV: How about the online marketing and SEO of your website, how many team members do you have, let us in on a new trend that you guys are following?

NS: In the marketing and SEO, we´re in total 3 people, and we try to divide the workload by markets or countries, where I usually work with the Swedish and Finnish markets. I would lie If I say that we have some awesome new trend that we´re following, it would sound cool though. Our main target right now is to keep on doing what we´re doing, and keep growing the sites with great content and good links.

GAV: How do you manage to keep all the website fresh and relevant, when a lot of fluffy and nonsense appear on the Internet non-stop?

NS: Since I write most of the blogposts and news myself, it´s not that difficult. I check the news within the industry daily and scrolling through all the available promotions and offers few times a week to be able to write about interesting topics for the users.

GAV: We know for sure that you receive messages from Affiliate Managers on a daily basis showcasing their best products. You, of course select them by the brands they work with. What are your thoughts on how a real Affiliate Manager-Affiliate relationship should be built, and how not?!

NS: Nowadays it depends a lot, since there´s these huge affiliate companies but also small startups like us, so of course the relationship with the affiliate managers is not the same for both. I prefer to work with affiliate managers that are genuinely interested in our business and in us, not just interested in how many players we can bring in one month. We have a lot of affiliate managers that have helped us, and have been interested in us, from the beginning, although we weren’t able to bring much players. These are the relationships that later have turned into friendships, which I think is a beautiful part of the business.

GAV: How do you see the future of the online casino/gambling industry? For instance, will it become a truly global phenomenon?

NS: After visiting Las Vegas this month, I think that the gambling industry will for sure always exist. It provides a bit of excitement to the everyday life for a lot of people. Gambling is already very popular in many places all around the world, so I´m sure it will at some point become a truly global phenomenon. About the online casino business, I think it will become more and more regulated for each year in the countries, but that it will surely always exist.

GAV: How about the swedish market, and the Nordic market, it has seen a huge growth?

NS: Gambling, Poker and Betting is something that have been advertised in the Nordics already for years, so I would say that the Nordics (Finnish people specially) are gamblers by nature. You can´t even step into a food shop without seeing slots and huge lottery jackpots. The “Boom” of the Nordic markets happened already some years back, but there´s constantly entering more and more players due to new younger generations and new innovative marketing campaigns.

GAV: Tell us one change that you want to see in the online casino industry?!

NS: Trust. In countries like Malta, UK and Sweden for example, the casino industry is a normal everyday business. But in many other countries the casino industry is even illegal, although betting and sports is very popular for instance. This is one of the reasons this business is still seen as a bit “dirty” and “not reliable”, although the people like me for example, are doing normal online marketing stuff, just like any other person working in an online focused business.

GAV: Do you have any advise you would like to offer to newbies who are looking to venture into this majestic industry!?

NS: Patience. It will take time, a lot of work and knowledge before you´re able to make a living out of this business on your own.

GAV: How about iGaming or affiliate conferences, do you attend any of them? If so, which one is your favorite and what is your most fun experience? Did you attend the Nordic Affiliate Conference?

NS: I love going to the conferences, I think it´s because I´ve never actually lived in a place where the business is based and where there is a lot of people from the business to talk with, on every day basis, like in Malta for example. The conferences are the only time I have a chance to catch up with friends and colleagues within the business. I would say my favorite conference is the iGB, Berlin Affiliate Conference that I´ve attended a couple of times. This year we haven´t had time to join any conference yet, unfortunately neither the Nordic Affiliate Conference. But we´re heading in September to the Affiliate Grand Slam in Bucharest and in November to SIGMA in Malta.

GAV: What do you think the chances are for Eastern Europe to become a potential gaming hotspot in the near future? Where do you think the region must improve upon?

NS: I´m pretty sure it will become a gaming hotspot, there´s a lot of potential traffic, but it´s still not very popular.

GAV: Where would you like to travel in Eastern Europe, any favorite country or region?

NS: Oh that´s a difficult question, there´s a lot of cool and beautiful places in Eastern Europe. I would like to travel to Romania and Czech Republic since I haven´t been there before. Now we will visit Bucharest in September since we´re attending the Affiliate Grand Slam conference. If I must pick a favorite country I would pick Poland, although I like Estonia a lot as well.

GAV: Where you wouldn’t want to travel in Eastern Europe 🙂 ?

NS: Travelling and exploring new places is awesome, so it would be wrong if I said I didn´t want to travel to some specific place.

GAV: How about a favorite celebrity or a mentor, do you have one?

NS: I have a lot of favorite celebrities, mostly YouTube stars, especially Pewdiepie and a famous Spanish youtuber: AuronPlay. I also like the Spanish president Rajoy, he´s just too funny with his comments that doesn’t make much sense most of the times.

I also have to mention Jaume (my better half) here, since he has been a very big influencer and mentor in my life since the first day we met.

GAV: Tell us your opinion about the Gambling Affiliate Voice?

NS: It´s a good and important iGaming magazine, since I like to keep up to date what´s happening within the business I try to check the website few times a week. There´s a great variety of different news and updates which I usually find very interesting and worth reading.

GAV: Nina, thank you for the interview, if you have any news to share just let us know! We wish you guys all the best!

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Affiliate Managers under interrogation by GAV: Ruslan Legenzov, Affiliate Manager at King Billy Casino



Get to know Ruslan Legenzov Affiliate Manager at King Billy Casino

Name: Ruslan Legenzov

Age: 31

Hometown: Donetsk

Living in: Kyiv

Favorite Food: Steak

Must Read Book: Theodore Dreiser The Financier

Affiliate Manager at: King Billy Casino

GAV: Hi Ruslan, first of all, tell us and our readers a bit about yourself. How did your career start in the industry? What determined you to engage in this activity and start working at King Billy Affiliates?

Ruslan: First of all, greetings to your readers and also to your team at GAV, you‘re doing an amazing job, guys! To answer your question, my career in the industry started more than 5 years ago, when I joined an iGaming project as Affiliate Manager. From the very start, I started dealing with Affiliates and found it a fascinating occupation. However, after having worked for all those years with Affiliates, I felt that I needed a fresh and exciting challenge. I finally found it with King Billy Casino, where all things, including running the Affiliate Department, are done at the highest possible level.

GAV: King Billy Affiliates is an exciting new project. What do you think is the key aspect affiliates appreciate regarding your affiliate program?

Ruslan: We have a nice phrase at our casino which encapsulates the answer to your question: the “King’s Package”. At King Billy, we are never one-sided in what we do and we excel in many areas: attractive welcome deal, plenty of promotional material, exclusive and unique content, all delivered in less than 48 hours and tailor made to our partners’ needs. You want a 10 by 10 pixel visual? We will do it. A 2,000 word original review? This too. And last but not least, we work in an Affiliate Department with the extra mile philosophy: we will do everything we can and then some more, so that we will leave no Affiliate unhappy!

GAV: King Billy Affiliates is relatively new, does your program have any East European affiliates that you manage?

Ruslan: It is true that we are relatively new on the market, but we are adding more and more affiliates, at a very fast rate (good news travels fast)! East European Affiliates are strategically important for us and we are happy to see their numbers on the rise.


King Billy Casino Affiliates


GAV: Are there any super-affiliates coming from those region? We know for certain that a huge group of affiliates come from Eastern Europe.

Ruslan: We do have super-affiliates from the East, although we would like to have some more! By the way, we are very satisfied with our overall super-affiliates performance, since we have managed in a very short time to cover important areas, like the Nordic countries and key English-speaking countries. 

GAV: What is your personal opinion about fair gaming? Do you think there is still room to improve the view of the gambling industry? I mean, is there a new generation prepared to do that? Both Affiliate Manager and Affiliates.

Ruslan: Yes, there is definitely room for improving. The problem with our industry is that just one “black sheep” can discredit the whole flock. So, we need to be vigilant, both Affiliates and Affiliate Managers, double and triple our efforts to improve our image. The time is ripe and the new generation is ready, knowledgeable and committed to not repeating the mistakes of the past.

GAV: Ruslan, please fill us in on your current offer for affiliates and maybe a brief description of your program!

Ruslan: Well, currently, half of our Kingdom is yours! King Billy Affiliates offers a very generous welcome deal for all new affiliates: 50% Revenue share with No Negative Carry-over within 3 months upon registration. Furthermore, our Affiliate program features up-to-date functionality, has a proven record and a user-friendly design which comes in handy not only for newbies but for experienced Affiliate Managers as well.

GAV: What markets target does King Billy Affiliates target, and what makes it stand out in the growing crowd of online casino affiliate programs?

Ruslan: Our main target markets are the Nordic Countries, Germany, Australia, Canada and, obviously, BTC players all over the world. We stand out by offering two Affiliate Programs at the same time: SoftSwiss (BTC players mostly) and Income Access. This is rather uncommon in the industry, but we have a saying in King Billy Casino which also applies to our Affiliates Department: “The King always adds one!”

GAV: Since the Berlin Affiliate Conference is almost here, we would like to ask your opinion about this event, are you guys attending these conferences or are you going to be at SIGMA? How about other events?

Ruslan: Well, didn’t Leonard Cohen sing “First we take Manhattan then we take Berlin”? The King Billy Affiliate Department is planning to “take” Berlin by a storm! Our whole team will be there, attending the Conference and meeting our partners. Regarding SIGMA, personally, I find it one of the best conferences, with an excellent atmosphere that makes new deals much easier. 

GAV: Where do you think the online casino industry will be in 3 years, and of course, on which scale do you see King Billy Affiliates?

Ruslan: I am pretty sure that the online casino industry will move to VR slots and live games. This is inevitable as all software providers are striving to create the most realistic atmosphere for players. As for King Billy Affiliates, our goal is definitely to enter the list of Top 50 European casinos. However, with the positive attitude in the company and our philosophy of hard work, we believe we can rise even more and become a well-known casino all over the world.

GAV: Tell us a bit about your team? As we know it’s quite new but well positioned industry professionals with many years of experience in the field.

Ruslan: Yes, you are right. We have a wonderful team of hard working professionals who know the needs of Affiliates. Basically, we “speak the Affiliate’s language”, which makes life easier for everyone!

GAV: Since Central and Eastern Europe offers a large pool of successful affiliates in the industry, do you think that this region is somehow overlooked by brands that are not applying for licenses in the demographic region?

Ruslan: I believe it is not exactly a case of overlooking, it is rather one of withdrawing. Unfortunately, if one takes into account the latest changes of gambling legislation in Central and European countries, the reaction of the top brands is rather obvious. Very strict rules, regulations and numerous licensing restrictions have been imposed, resulting in lack of interest by the brands.

GAV: Who is your favorite celebrity and if you’d have to a pick a destination in Eastern Europe, where would you travel?

Ruslan: My favorite celebrity: Robert De Niro. I would probably travel to Budapest.

GAV: Where you wouldn’t want to travel?

Ruslan: Well, I wouldn’t travel to locations with poor Internet, since this would mean being away from Affiliates!

GAV: What is your opinion about GAV (

Ruslan: GAV is like coffee, you cannot start your morning at work without it. You have created a unique digital hub for all Affiliate Managers with all the news and information one needs. Keep it up like these guys!


GAV: Thanks for your time and for the nice words Ruslan, keep up the good work and all the best to you for the Berlin Affiliate Conference 2017.

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