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(This interview was originally published in the July 2020 edition of the GPWA Times Magazine)
Please tell us a little bit about yourself. Where are you from and where do you live today?
I was born in St. Petersburg, Russia. My parents moved to Finland when I was small so I spent my childhood there. Now I’m back in St Pete, where I live with my wife.
Before joining Betmaster in May 2019, you worked for a number of different companies and were involved with everything from crypto marketing to esports to a construction company. What attracted you to Betmaster and becoming Head of Marketing?
I tried many different things before I found something I really liked. I started out at my dad’s construction company, but much to his disappointment I wasn’t really interested in it. I was really into esports and along with a couple of friends we made a startup ?a betting exchange. It was my first attempt at a business and it wasn’t as successful as we wished.
After that, I began to study crypto and along with a friend we opened a marketing agency and helped companies conduct ICOs, exchange listings and general traction for their projects. At the same time I was always looking for good traffic sources for gaming and consulting several companies. I was especially interested in affiliate marketing as it was where you got the best players from and generally the most bang for your buck.
I was approached by Betmaster about a year ago. I really liked their product, startup atmosphere and the freedom to test theories and ideas as long as it’s tied to good financial results.
How much has your past experience working with crypto helped you in your current position?
I feel my experience in crypto helped me not only understand the typical crypto player better, but also get a better feel of what the ideal crypto affiliate site is and how to best convert the traffic they bring. Crypto is definitely a very exciting niche. Low volume, but the player values are very high.
What makes the Betmaster Partner Program stand out from other affiliate programs?
We sincerely try to help every affiliate monetize their traffic as much as we can, no matter how small they are.
Affiliation is always a partnership of experience from both parties involved and a good outcome is only possible by working closely with each partner. Plus, we have a great affiliate platform with data that updates every hour, sophisticated tracking infrastructure and several of our own brands with good conversions available for promotion.
Betmaster affiliates can earn up to 51% revenue share Please tell us more about this model and why Betmaster thinks it’s the most effective way to go?
We believe the rev-share model is the most profitable both for us and affiliates in the long run. Unfortunately some affiliates who just entered the market share the “bite and run?mentality, where they charge 200+ CPA (and usually a listing fee on top) in an effort to make as much money in the short run as possible.
These high CPA deals are harmful to the industry, in general, as they drive new, inexperienced casinos into debt. Sure, there are channels like PPC where some investment is required from the affiliate, but there are so few affiliates which can really bring quality PPC and everyone knows them so you can make an exception.
How does Betmaster work to retain players sent by affiliates?
Besides our nonlinear welcome bonus where you get free spins for several weeks after registering, we have great CRM managers that run a lot of weekly campaigns that will appeal to even the most experienced players.
Free bets, free spins, cashbacks, boosted odds for top matches ?you name it, we have it all. We are also super focused on providing the best customer journey and support for our players so they are happy and satisfied. And for high rollers we have our VIP managers that will provide them with unique offers tailored specifically to their playstyle.
What do you most like about the iGaming industry? What do you dislike or what bothers you most about the industry?
I love the fact that it's a really tight community ?everyone knows everyone and your reputation goes a long way.
Everyone knows the key affiliates, so the relationships you develop with them will guide your performance for years to come.
I dislike that due to the nature of some of its processes, our industry is not always transparent. And because there is a lot of money involved and operators are always searching for new traffic sources and better numbers, it attracts a degree of scam and fraudulent behavior.
How has the COVID-19 pandemic affected Betmaster and have you been forced to make any changes to your business as a result?
This is a time for transformation and we are rethinking our strategy to adapt to the new reality. We started pushing our casino brands more and with great results.
What would be your advice to an affiliate just getting started in the business?
Learn SEO, focus on a region or two and look at examples of the best sites there. Buy old domains, add some decent casinos and content and work on your organic search presence. Focus on attracting real casino players from quality sources. Don’t buy low quality traffic as you’ll be shooting yourself in the foot in the long run when you have players depositing 10 euros instead of 100.
Do you gamble yourself?
I enjoy a cheeky football bet once and again. And some poker with friends.
Tell us about your typical work day.
I work remotely so I usually get up around 8 or 9, grab a coffee and check casino performance numbers. I answer messages I received overnight and plan the day. I connect with key affiliates and make sure we are doing our best with them, answer queries and status calls, and onboard new team members.
Before I know it, it's already dinnertime. When I return I check LI and look for prospective hires and contacts, test new traffic ideas or reach out to new partners. In the evening I usually lounge about and watch Netflix with the missus, and after some more work. I like what I do so I usually work quite late.
What's the work culture like at Betmaster Partner Program?
We are a small team but I like working in small teams ?they are more flexible, independent and performance-driven.
What are your hobbies? What takes up your time when you are not working?
I like gaming and enjoy a CS:GO or Dota 2 match with my mates.
Do you have any mentors? If yes, please explain.
It's always important to surround yourself with people that are better than you so you can learn from them ?I try to watch what industrious and motivated people do.
What were you like in high school and in your younger days what did you want to be when you grew up?
I was the nerdy kid that was into video games. I still am (laughs). I don’t think I had a specific profession in mind, it was more that I wanted to manage internet projects and have freedom of movement.
What's your favorite movie?
Not a movie, but a TV series ?Peep Show. It's a British classic which I’ve rewatched countless times and has some of the best comedy from David Mitchell and Robert Webb.
If you could have dinner with three people, living or dead, who would they be?
I’m a big history buff, so it would probably be the leaders of the 19-20th centuries.
Name one thing that people reading this magazine don't know about you.
I went to cooking school and I can make the best Shepherd’s pie.
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30 September 2020, 10:06 am #1
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