‘An affiliate team needs a strong understanding of the iGaming market, lots of patience, and vision’ – Spiridione Palmiotti

Spiridione Palmiotti, Co-founder at Naxo Entertainment Ltd, joins the latest series of affiliate interviews on Affiliate Grand Slam

After meeting some affiliates at a land-based Casino in Malta, Spiridione Palmiotti of Naxo Entertainment Ltd has immediately understood that this was his future – follow his story below.

Spiridione Palmiotti at Naxo Entertainment Ltd

How did your affiliate business take off? And, is iGaming your only vertical?

iGaming is the only vertical at the moment, it took off thanks to social media as most big affiliates are exclusively focused on SEO content.

How did you first get into the affiliate space? And, were you always focused on the Gaming space?

Being a poker enthusiast, I got into the affiliate space after my first trip to Malta where I met some affiliates at the local Dragonara Casino together with my friends and business partners; I immediately understood that it was the next big thing. I can definitely say iGaming was the focus from the very beginning.

What can operators do to increase support with affiliates?

They need strong and motivated affiliate managers which can patiently understand their needs and provide solutions. When I had success with a program it was ALWAYS because of the competent affiliate manager I was assigned to.

How can affiliates be more unique in their approach?

Content, content, and content! A constant stream of quality content is what you need, people will naturally approach you when you have it.

Which markets do you focus on and do you see any potential in the emerging markets?

I am currently focused on Europe and Africa; I can see USA and LatAm markets exploding soon.

Are you contemplating bringing in investors to scale or grow your business? Or, with such a big M&A market, have you ever contemplated selling the business?

I would definitely be interested in bringing investors in, if they share our vision and values.

Which qualities and skills are essential in an affiliate team/business?

An affiliate team needs a strong understanding of the iGaming market, lots of patience, and vision.

What sets you apart from other affiliates?

Most of them are SEO oriented, we are social media oriented.

How does technology play a part in your day-to-day?

Technology plays a big part; without technology we wouldn’t be here.

Which emerging technologies like AI and big data will impact the affiliate industry in 2020 and beyond?

I can see how AI can help chatting with multiple customers at the same time, speeding up the process greatly.

Is the grass greener on the other side – have you considered going down the operator route?

I actually considered it very much but you need lots of money in order to make things work. Any investor interested?

Which markets are you eyeing up as a priority in 2020, and why?

Definitely Africa, it’s emerging stronger than ever.

How has the fragmentation of regulated markets affected your business? UKGC, Swedish regulator and now also the German regulator is mulling regulating this space.

Not much, through social media you can easily reach any GEO.

How is the Asian market shaping-up for affiliates?

I think there is still some time needed. Nowadays, the language and time zone barrier are still an issue.

What do you know now that you wish you knew when starting out?

I cannot really talk about it or I would reveal my secrets, right?

What’s been your biggest nightmare to date?

When SkyBet unexpectedly shut down its affiliate program, really something to forget.

What are the main challenges for the sector in 2020?

Understanding the new social media trends and the younger generation; market is evolving fast.

What are your predictions for the future of the sector?

I can definitely see e-sports betting grow exponentially.

How do you manage relationships with multiple operators?

I speak to them separately so I don’t really know how to answer this question.

What are the benefits of attending large iGaming events, and what can they do better?

You can meet people in person, a live meeting will never be replaced by an email or a Skype call.

Have you ever been to SiGMA? Would you consider attending SiGMA Manila or SiGMA Malta at some point?

Yes, I’ve been to SiGMA Malta various times. I would be happy to attend SiGMA Manila too.

Tell us a bit about yourself – after all, business is done with people, not just companies!

Apart from the iGaming world, I’m an avid poker player and video gamer. I also love marketing and communication. I helped design the gameplay of a free-to-play non iGaming related mobile videogame called Showdown: Poker Legends, it will hit the American market very soon.

Which quote do you live your life by?

I would say any quote from Steve Jobs is very inspiring, just live your life and don’t be afraid of being called crazy or stupid.

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About Affiliate Grand Slam:

Affiliates are gold in the iGaming industry and the SiGMA Affiliate Grand Slam is our own bespoke Affiliate Club that gathers all major, upcoming and affiliate startups within the industry.  Being part of the SiGMA Affiliate Grand Slam will ensure that as an affiliate you will automatically qualify and benefit from what we at SiGMA, being the world’s largest iGaming festival, can provide you with. It’s free to join the SiGMA Affiliate Grand Slam. Affiliates requesting to join will be vetted through a membership application process upon submitting a request to JOIN.