Source – issuewire
Twenty years ago, online gambling was just starting out, and the concept of UK casino affiliate marketing was brand new. Today, it is a multi-billion dollar industry with big casinos welcoming new players with the aid of affiliates.
We had the chance to talk with one of the major players in the field, Joonas Karhu. He is the CEO of the leading UK affiliate service Bojoko.com and has witnessed first-hand the challenges that a young, quickly changing industry brings.
Looking at the current landscape of UK casino affiliate marketing, what have been the most significant challenges your company has faced?
The United Kingdom is the world’s biggest online gambling market, making it a unique environment for affiliates. When you want to be a big fish in a big pond, you are going to face challenges. On our journey, we’ve encountered numerous, notably regulatory shifts and intense competition.
However, the biggest challenge must have been a 2-3 year period of uncertainty surrounding the regulatory changes the UK government’s white paper would suggest. This was an unusual situation as all everyone knew was that change was coming, but what it entails remained elusive. The result was a drastic decrease in new UK casinos, with ripple effects everywhere as players are always looking for something new.
A notable portion of our traffic comes from Bojoko’s new casinos page, which always places the fresh brands first. During this period, we often went for a month, sometimes more, between each new casino we could advertise. Luckily, the white paper came out with far less severe suggestions than initially anticipated, and we are seeing more new casinos again, much to the satisfaction of our users.
Our strategy to stay relevant involves constant innovation and flexibility. We adapt by closely monitoring industry trends and gambling regulations, as well as following all the algorithmic changes in search engines. In this industry, just being good isn’t enough; you also need to be seen.
What qualities do you believe are essential for leading a successful affiliate marketing team?
Leading a team in the affiliate marketing space requires more than just managerial skills; it demands vision, adaptability, and an ability to inspire. I strive to foster a culture of innovation, encouraging our team to think creatively and challenge the status quo.
By promoting a collaborative environment, we can tackle industry challenges more effectively and drive Bojoko toward our collective vision of being the go-to platform.
As a CEO in this market, you need to be quick and learn to lean into the curve. Making quick decisions and finding the right path is crucial in this business. We have updated our site countless times over the years to stay ahead of the curve.
In some industries, change is slow, and finding the one true “right way” of doing things is the key to success, but UK casino affiliate marketing isn’t one of them.
Looking forward, what do you see as the biggest opportunities for growth in affiliate marketing?
The future holds significant opportunities for growth, particularly in enhancing user experience and embracing responsible gambling practices even more. We have always been outspoken about the importance of safe gambling, and we are happy to see the industry moving along with us.
Another clear trend is increasingly personalized information, which we have been at the forefront of for a long time and has been part of our vision from the beginning.
We are, therefore, positioned to capitalize on these trends by continuously refining our platform, ensuring it meets the evolving needs of our users. Our commitment to responsible gambling and user protection differentiates us in the market, and we see this as a critical area for innovation and growth in UK casino affiliate marketing.
Customer satisfaction and trust are paramount in affiliate marketing. Can you tell us how your company ensures high-quality partnerships and maintains transparency with your affiliates and consumers?
Ensuring customer satisfaction and maintaining trust are paramount. We achieve this through rigorous vetting of our affiliate partners and transparent communication.
Our platform is designed to provide unbiased information, helping users make informed choices and find the brands that are best suited for them. We believe in the power of transparency to foster trust, and we’re committed to upholding these values in every interaction and partnership.
One of our primary goals is for a user to return to our site for more information. Being able to give them such good advice that they want to come back is a sign that we are doing things right.
Finally, what lessons have you learned from the challenges and successes in UK casino affiliate marketing, and how do you plan to apply these lessons to future strategies?
Our journey has been filled with both challenges and triumphs. One key lesson is the importance of agility—quickly adapting to market changes has been crucial.
Another lesson is the value of listening to our users; their feedback has shaped our platform and services for the better. As we move forward, these lessons will continue to guide our strategy, ensuring we remain at the forefront of innovation in the online gambling affiliate market.
