Pining up the world: Pin-up partners speaks to SiGMA Magazine
Pin-up.partners is an online casino and sportsbook affiliate program with a vivid brand that conjures up a free-minded, retro narrative centered around the popular ‘50’s pin-up style
To understand more about Pin-up.partners, SiGMA’s Kai Dowling sat down with their CEO, Marina, who gives us an in-depth analysis on their current operations and future aspirations
Pin-up.partners is quickly establishing itself globally, becoming one of the leaders of the CIS market and planning to take over other international markets. We take a look at Pin-up’s current situation and where they are heading in the near future.
Currently, PIN-UP gets traffic from more than 10 countries. What are the next steps?
We localise our product in many GEOs and our firm is represented in more than ten countries. We know how to tailor our work both for the players and the affiliates. We always perform a market entry assessment analysing a variety of parameters, such as market conditions, product competitiveness, available types of traffic, regional economy, localisation costs, and so on. The market entry costs have to match the expected profit in that new region.
Moreover, Africa is definitely somewhere we will look at. It is an extremely interesting and promising market but it is not within our short-term plans.
PIN-UP has many competitive advantages. Which would you name as really worth noting? What can be done better?
When launching the product in any region, we always analyse two key points – payment arrangements and traffic type. The success of our interactions is the key to an effective start of operations in a region. We will find a way to retain a player if the traffic flow to our product is beneficial for a webmaster, if the conversion rate from registration to deposit is at a competitive level. Regarding retention – we have dedicated local customer service teams and automated marketing services that operate according to players’ behavior and their reaction to our product.
Do you consider yourself an innovator/leader in converting traffic into money for your partners?
If we are talking about our top GEOs – I would definitely say ‘yes’. The conversion rate from registration (reg) to deposit (dep) is reflected in the market performance indicators. We also know how to customise the product for traffic sources – so that a webmaster can gain maximum benefit.
Our product shows excellent results with respect to customer lifetime value. A personal manager will explain to webmasters all relevant indicators which will help them pick the best way to monetise their traffic.
Your company is relatively young, what obstacles have you encountered when becoming one of the leaders in the CIS market and beyond?
Young products often face distrust from both the players and the affiliates. This is why we carefully focus on quality of our product as well as timely payments. We are proud to say that since day one we have never delayed a single payment to our webmasters regardless the amount of dollars at stake. As for players, 80% of payments are made automatically, while the average processing time of manual payments is about three hours. We work 24/7 to ensure that the players get the top service and that’s why they choose us.
Why was India more attractive for you compared to other Asian countries, like the Philippines?
You would be surprised, but honestly speaking we took the path of least effort. Our product was localised in English, while the local payment arrangements had been made before simultaneously with other countries. We only had to fine tune our product – we added game providers and adjusted the sports feed for the region and local currency, and here we go, we are in the Indian market! Having seen the potential and that the region had started to become more popular, we decided to fight for it as well. I am sure that by the spring of 2021 we will be able to get a sizable market share in India.
Now that you are working with over 10,000 active webmasters, what is next?
We have more than 10,000 active webmasters for different GEOs. In the future, we are heading to regulated regions and planning to open representative offices. We will strive to get licenses in the CIS, Europe and Latin America markets.
SiGMA adds Hindi as its 7th language:
SiGMA Group is excited to announce the launch of a 7th language to its website. Users can find all content, including the SiGMA News website, in Hindi. The latest addition to SiGMA’s portfolio of languages will run alongside the recently launched French, Russian, Mandarin, Spanish, and Portuguese content, and aims to cater to SiGMA’s global vision.
