BUSINESS

Gary Myers: Industry needs new affiliates that can generate value

TAGs: Gary Myers, Ladbrokes Partners, Video

In this interview with CalvinAyre.com’s Stephanie Raquel, seasoned affiliate Gary Myers talks about the challenges of looking for new affiliates.

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The online gambling industry is in need of new affiliates, but not just any affiliates will do.

Gary Myers, head of UK Sports Affiliates at Ladbrokes, said the industry is very saturated right now, and the challenge is always finding new blood.

“We know who the established ones are. We worked with, I would say, pretty much all of them whether it’s sports gaming, whether it’s casino, whether it’s poker and bingo. We know who they are,” Myers told CalvinAyre.com. “It’s finding the new affiliates that can not only generate traffic but can also generate value. That’s absolutely crucial.”

Myers is a seasoned affiliate with more than a decade of experience under his belt, and has seen many affiliates come and go.

“When I started in the industry, which was around 2002, anybody could come along, put up an HTML page, [and] start earning money. It doesn’t work like that anymore,” he said.

Nowadays, affiliates have to keep ahead of competition, while also keeping up with the changing landscape as well. The key, according to Myers, is content.

“First of all, you have to understand what’s going on in the industry. Over the years, we’ve seen different products become more important, whether it’s sports, casino and so forth. Now, people are looking at social gaming, you’ve got daily fantasy sports coming through as well, eSports is being spoken about,” Myers said. “I think the key for an affiliate these days is content. It’s making your site worthy for people to come to and keep coming back to, and that is the key.”

Oddschecker, for instance, figured that offering a more holistic solution to customers rather than just having a pure acquisition mentality will help the company stand out from competition. Recently, Oddschecker launched integrated betting slips, which enabled the site to become a “one-stop shop for betting.”

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