Riccardo Busato, director ejecutivo de GameRevolution, se une a la última ronda de entrevistas del Affiliate Grand Slam
Ofrecer servicios hechos a medida a clientes VIP, mantener la cartera de clientes y crear contenido interesante son alguna de las tareas que realiza Ricardo Busato ysu equipo GameRevolution. A continuación, os contamos su historia.
?Cuándo y cómo empezaste a plantearte entrar en el negocio de los afiliados?
Well, we started as a poker school back in 2009, and then in 2013 we decided to expand our reach to other verticals, and with the explosion of social media we jumped into it.
?Cómo empezaste en el negocio de los afiliados y cómo? ?Cuánto tiempo te planteas dedicarle?
We began using mostly social media to promote our partner’s sites and from there we grew to run multiple affiliate sites, covering all the different verticals.
?Cuánto estabas dispuesto a invertir y comprometerte?
Back in 2009 the market was pretty wide open, we started as a small business and we grew it step by step, and by reinvesting all our profits for the first 5 years we managed to grow it into a mid-size company that today is the market leader in the poker market.
?Cuáles son los mayores retos al empezar?
Trust was the main issue at the beginning; getting customers to trust you and to play with you is the biggest challenge of all. After that, finding a good scaling strategy proved tricky.
?Cómo has hecho crecer el negocio del marketing de afiliados?
We started mostly as a poker related site, and once we reached the size that we were looking for, we started reaching out to the other two main verticals, Sport betting and Casino. Right now, our focus is to acquire even more knowledge in those areas to allow us to scale even further.
?Qué te hubiera gustado saber cuando empezaste?
Well, every company has a learning curve and that is something I would never trade since it made GameRevolution what it is today and taught me valuable knowledge. If I could say something to my younger self, it would be to focus even more on Social Media marketing.
?Hay alguna cosa que ayude en el éxito? ?Cuáles son los principales retos?
What makes us different is the tailor-made services we offer to our VIP customers which make sure they get the best experience when they are playing. The main challenges today are to keep your customers engaged, and keep creating interesting content.
?Qué te motiva a promocionarte más y cuál es la fuente de esa motivación?
The gaming industry is an ever-evolving ecosystem and it is really motivating and challenging to have to adapt and to innovate to keep up with the market.
?Cómo está estructurada la empresa, incluyendo el equipo afiliado, y en qué aspecto del desarrollo empresarial se centra actualmente?
Well, we have different team members covering all the aspect of affiliation, from acquisition to retention to support. On top of that we have our in-house team which takes care of design, marketing, and content creation. My main focus is finding new revenue streams, and ways to be innovative.
?Cómo pueden tener los afiliados un enfoque más único?
By providing services. The time of the “big deals” are over. Everyone has them now, and the games are moving towards the companies that provide the best services.
?En qué mercado te centras y ves algún mercado emergente con potencial?
Our main focus is still Italy, but due to the recent changes in the law we are now forced to look outside, and Africa and India seem very interesting markets, which we have started to look at closely. Overall, the emerging markets are the ones we are interested in the most, but it will be a long road ahead.
?Por qué crees que la posición y el tráfico de tu página web son únicos?
We have 2 different approaches: one where we reach out to final users with EvBets, and another channel GameAffiliations, where we reach out to all the small/medium affiliates who need a comprehensive solution to manage all their affiliations in one place, using our management software.
The combination of very competitive offers and multiple options in terms of operators, combined with our expertise and our supporting software make our proposition very appealing in Italy.
?Te has planteado convertirte en un operador?
Yes, we did. However, the ever-increasing regulation in Italy always put us off, now more than ever.
?Es importante la actividad en las redes sociales para el marketing de afiliados? ?Resulta complicado con las actualizaciones constantes de Google?
We base most of our acquisition on social media activity, and as I said before, a big part of my job is to make sure the team and myself keep up with the innovations and changes, because as you said both Google and Facebook and the others keep updating their algorithms.
?Puedes predecir el crecimiento del sector de los afiliados?
Well, in our core market which is Italy we do not see growth, actually we believe many of the smaller companies will go through a really hard time in the coming months. However, we are excited to look elsewhere, especially in the emerging markets where we can replicate what we did in Europe.
?Cómo mantienes las relaciones con múltiples operadores? ?Qué pueden hacer los operadores para apoyar a los afiliados?
Tenemos muy buena relación con todos los operadores con los que trabajamos y eso es lo más importante de nuestro negocio. Trabajamos muy coordinados para crear promociones nuevas y atractivas y para incrementar las adquisiciones. A veces es complicado porque tenemos agendas diferentes, pero con algunos llevamos muchos a?os trabajando, lo que es una pruba del trabajo que hacemos y cómo lo hacemos.
?Cuáles son las ventajas de acudir a eventos grandes sobre iGaming y en qué pueden mejorar?
Intentamos ir siempre a los eventos más importantes como el SiGMA, ya que son una herramienta genial para conocer a nuevos operadores o encontrarse con aquellos con los que ya trabajas y, encima, aprendes cómo va el mercado y cosas nuevas.
?Has acudido a SiGMA alguna vez?
?Llevamos yendo al SiGMA 4 a?os seguidos y tenemos muchas de que termine la situación provocada por la COVID-19 para poder ir al siguiente!
?Conoce otras empresas afiliadas que tienen un tráfico inmenso! Haz clic aquí si quieres saber más sobre empresas afiliadas.
A cerca de la renovación de la página web de SiGMA:
El Grupo SiGMA se enorgullece de anunciar la renovación la su página web. Actualmente, la web está disponible en 5 idiomas (inglés, ruso, mandarín, portugués y espa?ol) y estamos planeando a?adir 5 más durante los próximos meses: francés, tailandés, coreano, japonés e hindi.
