Being a family run organisation has its challenges, but Jack Carter has grown the business by focusing on maintaining flexibility - follow his story below.
Five/Six years ago I was snowboarding in the Alps and someone in our group ran an affiliate gaming business. When I returned home I started writing content for him and within a few months had created our first affiliate site called “bigbonusbingo.co.uk”. A huge shout out to him as his generosity in showing me the affiliate ways. It has benefited me and my family's lives immensely, I couldn’t thank him enough. I am an example of someone that serendipity changed forever.
It is a family run organisation but from the very beginning we have focused on maintaining flexibility for employees. Nobody has set hours, everyone sets their own holidays entitlement, everyone works from home – a truly modern family.
We have recently invested in a twitch streaming business, and a sports betting tipping site called Tipya.com where users share tips and compete against each other. We think that diversification across markets helps us understand the up and coming player market.
We probably have the largest collection of slot offers available anywhere as we post updates and new offers everyday. So giving the player the largest choice possible is what we think drives business loyalty. We are currently in the process of creating a new offering where we invite players to become a member, in this way we can tailor what is presented to customers and provide more exclusive offers.
We have looked at white labelling several times but it didn’t align to our core business principle of flexibility working. Plus, when you do the maths the margin is small for the risk and effort involved. The sports betting market is saturated hence why we took a different route via Tipya.com
There is an ever increasing effort required to keep sites compliant. Luckily we have a very good relationship with the operators who generally give us advance notice of the changes required. That said as some markets become tighter others are opened up so being worldwide focused has advantages
All our traffic is exclusively SEO driven, we have never paid for clicks or back links. Hopefully this gives us a small advantage because it means you have to be pure to SEO principles and hopefully not suffer too badly when the google algorithms change. Others are not so ethical and will find it hard to remain “King”
We are fortunate not to need investment to upscale and continue to grow. We have had enquiries previously regarding selling the business but our primary focus is maintaining control and driving revenue through expansion and diversification.
Most of the operators are professional and transparent. There are a minority who try to complicate the payment of commissions in an attempt to delay and avoid payments which just wastes everyone’s time.
It is difficult to build an affiliate business given the competition that exists. So to succeed you need to have a great knowledge of SEO and above all perseverance to keep trying. We have as many sites that don’t make a profit as the ones that do.
I wouldn’t say we are technology led business, we would rather change our requirements to fit the technology than try to build something bespoke. Luckily the web is full of great techies who create inexpensive widgets that can pretty much do what we want. In this way we can move forward quickly and cheaply.
The Asian market is insignificant in our current business. We are developing a truly global affiliate platform in which we hope to target Asia, among other global regions.
SEO is a science and a lottery. Just because one site becomes popular, another based on the same principles might be a flop.
No huge nightmares just the occasional bad dream like keeping abreast of compliance across the world.
We keep strictly to the White Hat SEO practices to avoid any potential nightmare scenarios that Google might throw at us.
We work well with our operators and will do everything we can to help them promote their products. As our USP is the large choice of offer we provide, we probably work with over 100 operators, many of which seem to come and go very quickly. This always brings challenges.
We always attend the large European events and enjoy meeting the operators to share progress and a drink. We always return with some new insight or new relationship. What can they do better?…. bigger glasses
We always attend ICE London and we have attended the Malta conference previously.
Snowboarding but travelling generally
Terry Pratchet Disc World series
I used to live a Barcelona so I would probably go back back there
Google only loves you when everyone else loves you first.
Skateboarding and Dale Winton (R.I.P)