Media24 – iGaming Voice by Yeva
AffPapa recently had the opportunity to talk to the Chief Executive Officer of Media24, Martins Lasmanis, who shared the challenges of targeting dozens of GEOs as an affiliate and talked about how the firm maintains its high standard for traffic quality while rapidly increasing volumes.
Yeva: To start off, let’s quickly introduce Media24 to our readers. What does the company do and what is its mission?
Media 24 is an affiliate marketing company focusing on creating websites in the iGaming niche. Our business is to promote our own iGaming websites in search engines and monetize them through the affiliate model. We started in 2018 as a media agency, also owning a couple of websites, but changed our business model and focused on launching a series of affiliate websites two years ago.
At the moment our main office is in Riga, Latvia. In total our team consists of 30 people. If we talk about our mission it is creating a great experience for users of our sites giving them fair and quality information on gambling. If this part of our business is taken good care of then our partners on the other side undoubtedly will be happy – win-win situation.
Yeva: Media24 targets over 90 GEOs all around the world. Are there any challenges associated with having such a widespread reach, Martins?
It’s not an easy task to manage a large amount of websites and GEOs but it is possible. It is the main reason why we spend a lot of time and money on building the management structure and motivation system inside our company. I believe that a strong team with a clear understanding of business processes is one of the main things for success. Especially if you want to make a business in a highly competitive environment like iGaming. Challenges with managing so many projects are several but the main thing is to do the right things at the right time.
Yeva: Expanding on our previous question, does Media24 have any plans of growing its already immense reach? Additionally, does it have any other expansion plans you would like to share with our audience?
We’ve got ambitious plans for the future, including a few new directions such as new traffic sources (PPC, ASO), new GEOs and new concept websites. Also, we are active in acquiring other websites, but in general, I would say the main thing is to find a balance between polishing our existing business and jumping in on new opportunities.
Yeva: In light of Media24’s recent participation in the SiGMA Eurasia conference, how important do you think are comparable industry events in the expansion of various iGaming firms?
In my experience all the best deals have been made at offline conferences. I’m sure that conferences will be fruitful for the company only when you choose the right persons for this part of your promotion. It should be employees with excellent sales and communication skills. Another way it doesn’t work. Our company sees value in participation in the biggest events. One of the reasons is that we have a great sales team, which knows how to provide results from this kind of activity.
Yeva: How does the company manage to generate a high volume of leads while maintaining the quality Media24’s partners have come to expect from its services?
It’s really a complicated question but in general we believe that there is only one way to develop a successful business in our industry is to work on long term partnerships. It is why at the start of the partnership with each advertiser our sales managers try to understand what exactly is important for them right now. Based on it they make a proposal about the step-by-step expansion of the partnership. We don’t like to rush things and we are focusing on the long term in every aspect of our business.
Yeva: Has Media24 ever dealt with fraudulent or difficult operators? What would the firm advise other affiliates to avoid such situations?
Based on my experience I can recommend to request reviews about the operator from your network if you’ve got any doubts. It is not the case where the risk is worth it. We care about the relationship between our company and our partners, always thinking about how to build long-term partnerships and not focusing on quick profits. Maybe that is why we have not seen a lot of cases of fraud.
Yeva: What qualities do you think are essential for an ideal business partner in an operator-affiliate relationship, and why?
I believe that the most important quality in our industry is honesty from both sides. If it is not there the business will not work on either side. If you want to have excellent quality for long-term cooperation then I suggest investing your time building trust between operator and affiliate. Do not try to sell what you are not – people respect that. And that works in both directions.
Yeva: In your view, what have been some of the iGaming industry’s most important trends over the past five years? Based on this, where do you think the sector is headed in the upcoming half a decade?
The iGaming affiliate industry has undergone significant changes and advancements over the past five years. Some of the most important trends that have emerged during this time include:
- Increasing focus on compliance: As the iGaming industry continues to grow and mature, there has been a greater emphasis on regulatory compliance. Affiliates must ensure that they are following all relevant laws and regulations, such as GDPR and responsible gambling regulations.
- Shift towards mobile: With the rise of smartphones and mobile devices, more and more players are accessing online casinos and sportsbooks through their mobile devices. This has led to a shift in focus for affiliates, who must now optimise their websites and content for mobile users.
- Consolidation and M&A activity: The iGaming affiliate industry has seen a significant amount of consolidation and M&A activity in recent years, with larger companies acquiring smaller ones and forming strategic partnerships. This trend is likely to continue as the industry grows and matures.
- Increased competition: With more and more affiliates entering the industry, competition has become increasingly intense. This has led to a greater focus on innovation, content quality, and user experience in order to stand out from the crowd.
- Use of technology and data: The use of technology and data has become increasingly important in the iGaming affiliate industry. Affiliates are using advanced analytics tools and machine learning algorithms to optimise their websites, personalise content, and improve user engagement.
The iGaming affiliate industry is expected to continue its growth trajectory over the next five years, with several trends likely to shape the sector in the coming years.
Overall, the iGaming affiliate industry is expected to continue its growth trajectory over the next five years, with a focus on compliance, technology, and innovation. Affiliates that are able to stay ahead of these trends and adapt to changing market conditions are likely to be successful in the years to come.
Yeva: To close off our interview, I’m sure our audience would like to learn more about you, Martins. What do you enjoy doing in your free time?
As someone who leads a busy life, I often find it hard to make time for myself. But when I do have some free time, I enjoy doing things that help me relax and recharge. Two activities that I particularly enjoy are riding my road bike and traveling.
There’s something about the rush of wind in my face and the feeling of freedom that comes with riding my bike that I find incredibly exhilarating. Whether I’m taking a leisurely ride through the countryside or challenging myself to go further and faster, cycling is a great way to stay in shape, clear my head, and appreciate the beauty of nature.
Traveling is another passion of mine. I love exploring new places, meeting new people, and immersing myself in different cultures. Whether I’m backpacking through Europe, visiting ancient ruins, or lounging on a tropical beach, I relish the sense of adventure and discovery that comes with traveling.
Interviewee: Martins Lasmanis