Record £105M horserace levy from BGC
According to newly released data, members of the Betting and Gaming Council have contributed a record £105 million in levies to the Horserace Betting Levy Board last year.
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G.Partners – iGaming Voice by Yeva
As part of a recent interview with AffPapa, the Founder and Co-Owner of G.Partners, Inna Babich, discussed how the company was able to grow at pace and shared her insights on which trends will change the iGaming industry in the coming decade.
Yeva: Let’s quickly introduce G.Partners to our audience to start off our interview. What are the main offerings of the company and what is its mission, Inna?
G.Partners is a large CPA network working all over the world. The company has been on the market for more than 4 years. From a small niche affiliate program within the CIS region, it has turned into an international company with more than 500 offers in practically all the countries around the world.
At the beginning of this year, we decided that we will work not only with our own offers, but also with external advertisers. Our goal for the next few months is to reach the break-even. In the next few years, we want to create a unique service for webmasters and advertisers, which will become a useful and indispensable tool in their work.
At the moment we are building the CPA-network on friendly relations, mutual help and support. This is the main focus. Affiliate and advertiser managers are not dragging each other, webmasters, and advertisers, but working as a single machine. I think that’s a big help to us over the distance.
Our plans are to scale up, increase our expertise, attract qualified personnel from the market, and thereby develop the CPA network. As of today, we are on such a strategic path.
Yeva: Having been on the market for just three years, G.Partners has managed to generate over 50 million dollars for its affiliate partners. In your view, what has been the most influential factor for the company’s success?
I guess it was a symbiosis of good products and quality partnerships with webmasters who provide good traffic. That is what has influenced the success. However, I think this amount is quite small in the market. There’s room to grow. We will surprise everyone in the future.
Yeva: Which jurisdictions does G.Partners operate in, Inna? Does the company have any plans of expanding to new regions, or strengthening its presence in jurisdictions it already operates in?
We are definitely going to strengthen our own offers in the CIS. We are also interested in Tier-1 countries. If we talk about third-party offers that we work with, we already have almost the whole world covered.
Yeva: G.Partners has many market-leading offers available for its partners, such as a revenue share rate of up to 60% and a CPA rate of up to 400 dollars. Do you think having such offers makes the partner selection process easier for the company?
These are rather usual conditions. I can’t say that they are unique in some way. This is the limit that the market basically gives all over the world. But, of course, the fact that such offers exist is very attractive to partners. The more you pay, the more people want to work with you.
Yeva: As an established affiliate network, has G.Parters ever had to deal with fraudulent affiliates? What is the company’s strategy when dealing with such threats, Inna?
Here’s one prescription: there must be strong anti-fraud. Thank God we haven’t run into any scammers, but certainly traffic is different. There has to be a very professional department that checks this quality and can stop the payment before it’s gone. And we have such a department.
Yeva: G.Partners has an ongoing special raffle for its affiliate partners, which was started around a year ago and will soon come to an end at the end of June. Can you share a bit about this raffle with our readers?
We decided to launch this contest last year to support our favorite affiliates, add more confidence in the future, and motivate.
The current contest kicked off on June 1, 2022 and will run until June 30 this year. It is open to absolutely all webmasters working with our affiliate offers. The total prize pool to be shared among the Top 40 arbitrageurs will be $500,000!
We will know the names of the winners by June 30 and will be happy to congratulate them.
Yeva: In your view, what industry trends do you think will have the most impact on the gambling sector in about a decade? Additionally, what is G.Partners’s strategy on such trends?
How can you make a 10-year plan? I know for a fact that since we operate in the gambling niche, I think that in 10 years it will only increase. Now we see the growth trends, analytics on the current market and, consequently, forecasts. That growth is there, and obviously it’s going to continue.
Today we are not talking about physical slot machines, but rather about casinos as an IT product. When we say “betting”, we no longer imagine a racetrack where you have to bet. We represent a technological IT product that people create.
For example, let’s take the last 15 years. If you look at how slots have changed, it would be akin to flying into space. From lemons and strawberries, we are moving on to cosmic, varied slots, as beautiful as a work of art. It’s a huge step forward.
In terms of trends, I think that in 10 years, gambling will enter the Arabic world, Africa, where it is almost absent at the moment.
What is the future of the market? Everyone talks about the era of VR. To be honest, I did not believe in the combination of VR and gambling at all. But after the presentation of Apple’s VR helmet, I think anything is possible. I don’t want to say that in 10 years everything will be in augmented reality, but definitely a casino will exist in it. Just imagine – the player presses a button and the strawberry flies right in front of him. He would be able to feel it, smell it, etc. The whole industry would change from that.
As for our strategy, we’ll see in 10 years (smiles). Of course, we will keep up with the market, the time, trying to meet all current and future trends.
Yeva: If you were to found G.Partners again and grow it to where it is now from zero, what do you think you would do differently? What were some of the most interesting lessons you learned from your experience as a founder in the iGaming industry?
What would I do differently? I would initially focus not only on my own offers, but also on those of my colleagues on the market. You get valuable expertise from them, and see a lot of fascinating cases. You understand what you need to do in your product and which GEOs are of interest right now.
I would definitely start an affiliate market with a resale. It seems to me that this is the reason we “underearned” a lot, although the niche seemed to me “burnt out”.
As for the lessons, I can say the following: you have to build the most “white” company. This is because fruitful cooperation and the principles of honesty and transparency towards partners are the foundation of all the work. And the competition must be healthy.
Yeva: Now that we’re at the end of our interview, it is time for us to get off-topic. Do you have any hobbies outside of work, Inna? What do you enjoy doing the most in your off time?
I travel a lot, but I can’t say it’s not work-related. I have visited about 50 countries so far. My job allows me to travel a lot, and it can already be referred to as a hobby.
I am also happy to run my Instagram, I am fond of blogging. At home I like to cook, and when I travel I often visit various restaurants. But I really miss Kyiv’s restaurant culture: its restaurants are one of the best in the world, if not the only ones. If you compare it to the laudatory European restaurants, the quality of service and food are typically nowhere near as good as in Kyiv. For example, my favorite BEEF restaurant has been one of the 100 best restaurants in the world for two years in a row.
I also had a dream to buy a sailing boat and learn how to sail it. Since the beginning of the invasion of Ukraine, I live in Cyprus, by the sea, so there is time and opportunity for this. And yachting is something I love very much.
Most of all, I enjoy the company of my husband. Due to frequent business trips, we don’t spend much time with each other, so every minute together is precious.
Company: G.Partners
Interviewee: Inna Babich
Date: 28.06.2023
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