"¿A qué jugar y dónde?" - Oleksandr Shapovalov, SlotCatalog Ltd

Oleksandr Shapovalov, Business Developer at SlotCatalog Ltd, joins the latest round of interviews from the Affiliate Grand Slam affiliate club

Oleksandr Shapovalov talks about SlotCatalog’s goal, profits, and his SlotRank. Among other topics, it also deals with mail marketing and responsible gaming. Below, we tell you.

How did you get into the affiliate sector?

I got into the affiliate business in 2017. I was 21 years old and I was looking for a field that would be interesting to me. For starters, I wanted a remote job so I would have more time to look for the “job of my life.” It turned out that the remote work I found was what I wanted. I got a job as a content manager at SlotCatalog, and I’m still working here. I am now the business development manager.

How did SlotCatalog take off?

The SlotCatalog project started as a small startup to determine the most popular slots based on open-source data. We continue to work on it and improve the algorithm that determines the popularity of slots, but on a larger scale. Over time, we started to develop other areas, created the largest database of slots on the internet and worked on expanding the casino database, and we continue to do so.

What is the purpose of SlotCatalog?

Our goal is to answer 2 questions from the player: What to play? Where to play?

What are the benefits of SlotCatalog?

Our main advantage is probably the accuracy of the information we provide to players. For example, when players open the page of any game on our site, they can immediately find a casino where this game is safely presented. We also provide the most detailed information about slots and allow you to play a demo before moving on to playing at the casino.

Also, I have to mention our exclusive Hot/Cold Games service, which displays games with RTP in real-time. This service is based on the actual round history of the slots, which are shared with us by our dear data sponsors.

In addition, our site is popular not only with gamers, but also with industry representatives and has benefits for them as well. Using the information gathered during the construction of Slot Rank, game developers can follow slot trends in different markets.

What is SlotRank? How is it calculated?

SlotRank is our unique slot rating system based on open-source data. Every day we scan our casino database and collect slot information from casino lobbies (main pages). Our crawler robot checks which slots have the casino lobby and where they are presented. We then aggregate this information and calculate the average lobby position with some additional points like the casino’s weight (based on the amount of organic casino traffic). The ranking is aggregated by country and currently covers more than 50 markets.

What strategy do you have for email marketing?

Send, track, improve, repeat.

How important is it to divide email marketing by bands? How important do you give it?

Segmentation in email marketing is essential if you want to increase conversions from email campaigns. In our email campaigns, we segment subscribers by countries to send accurate information about where to play the latest slots.

What do you think is the best email campaign you’ve ever created?

This is probably our first email newsletter, which is still active and constantly bringing in new subscribers. Every week we send out an email with all the latest slot releases and where to play them.

What differentiates you from other affiliates and what makes you unique?

I would say it’s our data-driven approach to ranking and providing players with accurate information. And of course, the largest database of slots!

How important is responsible gambling?

We try to educate players and encourage them to do their own research before choosing a casino. We also comply with all regulations of the authorities of countries where gambling is legal such as the UK, Sweden, Spain, etc. In addition, we only promote locally licensed brands in GEOs where gambling is regulated by law.

Which markets do you focus on and do you see potential in an emerging market?

Currently, we focus mainly on the British and German markets. We see a lot of potential in Latin America and Asia and we are already taking steps in that direction.

How important is social media activity to your affiliate business? Is it difficult with Google’s constant updates?

We are not very active on social media and focus mainly on SEO. As for Google updates, we faced them bravely and most of the time we came out victorious with minimal damage to us. In short, they are not as fearsome as many describe them.

Do you think emerging technology like AI and Big Data will have an impact on the affiliate industry in 2022 and beyond?

I don’t think any of these technologies will have a significant impact on the industry this year. Over the years that I have been working in this sector, I have the impression that radically new technologies are gradually entering. If we talk about the future, sooner or later, AI and Big Data will be omnipresent. Without them, it will simply be impossible to cope as the industry is oversaturated with content and the help of technology will definitely be necessary to satisfy gamers and offer them exactly what they want.

How can affiliates have a more unique approach?

Our industry has become more competitive than ever. Creating something unique is very complicated, but not impossible. First of all, you have to think about the players and what they are missing. Look for an opportunity to collect their feedback and you’re sure to get unique ideas.

What does it take to succeed as an affiliate business?

Create a website for players, not Google.

How do you choose the operators and how do you maintain relationships with all of them?

While collecting information is possible to improve SlotRank and make it more accurate, we add almost all licensed casinos. Sometimes it’s difficult to manage the number of accounts we have, but we manage well.

Have you ever been to SiGMA? SiGMA Europe, Africa, Asia or the Americas, which of our conferences would you like to go to in 2022?

I have gone to SiGMA Europe in 2019 and 2020 and I loved it.

Unfortunately, this year I will not be able to attend any exhibitions because Russia has invaded my country. However, I will surely visit SiGMA Europe again after our win.

Tell us a little about yourself: after all, business is done with people, not just companies. Your hobbies, your favorite book, your favorite phrase, if you like the game, etc.

I am fond of cooking. It’s my passion and I like to cook fancy dishes for my friends. I also like video games, especially the retro NES and SNES ones. But unfortunately, I play very little.

Also, I like anime and manga and encourage everyone to watch and read Berserk.

I like to gamble sometimes, but I do it very little. I mainly play slots at crypto casinos.

Read more about the SiGMA Affiliate Grand Slam here.

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