"El momento oportuno es vital" - M. Schumann, NoLimit Casinos

Michael Schumann, proud author and co-founder of NoLimit Casinos, joins the Affiliate Grand Slam interviews

Michael Schumann, proud author and co-founder of NoLimit Casinos, says that his site is for experienced players and not for people looking for bonuses, he also talks about ISTG 2021 which caused an information vacuum and how this led to the creation of his business. Below, we tell you her story.

How did you get started in the affiliate business? Have you always focused on the gambling sector?

Well, before I answer this question, let me briefly talk about my academic and research background because I think it’s relevant to the content of the question. I graduated from California International Business School in 2017, and my thesis was to research the regulations of the iGaming industry in both the United States and the EU. I thoroughly studied the field, researched both the US and EU iGaming industries quite thoroughly, compared their pros and cons, learned about the specifications of each of these markets, and so on.

After that, as I already had theoretical knowledge of the gambling industry, I decided to work as a researcher-editor with quite large and important online publications, such as Business Insider, Gambling Insider, IGB, Sportbild, etc. With up to 7 work experiences in the belt and the German Interstate Treaty on Gambling (ISTG 2021) on the way, I finally decided to shift my indivisible focus to the homeland. Enrollment in the new ISTG 2021 became the catalyst for me and, later, for my team, which eventually led us into the subsidiary business. The thing is, the whole of ISTG 2021 changes the German market, and the changes are often followed by many questions, which often result in information gaps. That information gap was the opportunity we saw and decided to build an entire business around it.

Tell us a little about the business model, concept and culture and what sets you apart from other affiliates.

As I have already briefly mentioned, the ISTG 2021 caused an information vacuum. We saw that there was not enough information about this new treaty, what it did and the limitations it brought for German players. This was one of the main reasons why we started our activity. Our goal was to fill this information gap for operators, game providers and, of course, players. Therefore, we decided to investigate the current situation and offer unique, high-quality content that answered those questions. Yes, it was difficult at first, but what helped us a lot was that we were already working on the EU market.

I am happy to say that our strategy has worked successfully: we are in the top five search results when it comes to the ISTG and in general for keywords related to the German regulations.

Why are your proposals/web traffic unique? What additional value do you provide?

I would say the value of our traffic. Before justifying my statement, let me talk about the limits that ISTG 2021 brings. These are the maximum deposit of €1000 per month between domains and the limit of €1 per spin. Think of it this way, the main reason we have traffic on www.nolimit-casinos.de is that our players want to play without limitations. Nolimit-casinos.de exists for experienced players, not for bonus hunters.

How important is responsible gambling?

We are fully aware of the importance of responsible gambling and make every effort to promote it by providing our customers with comprehensive and reliable information. This benefits them enormously when it comes to making decisions that are beneficial to them. We only cooperate with casinos that have a legitimate and reliable gambling license.

We also protect our players and offer them help with casino sites (listed on our page) if they run into any kind of problem. That’s why www.nolimit-casinos.de has active live chat support.

In addition, we have a transparent evaluation system through which we rate and review the online casinos we offer to our customers. Players can see what criteria we use to choose only the best online casinos that are perfectly suited to the needs of our players.

Do you see potential in any emerging market?

I have a good tip for new affiliates reading the article. An example of how to make 1 million euros very fast, you only have to find a million people with the same problem. Then, you have to figure out how to solve it and charge 1 EUR for each one, it’s that simple. So, going back to the question, “is there potential in emerging markets?” Yes, there is. Any change brings the need for information, millions of questions with answers, which creates great opportunities for affiliates.

What skills are essential for an affiliate team/business?

Patience. It’s the most critical skill of every affiliate…

Well, probably any affiliate business is based on high-quality content, deals (partners), market (users), and marketing (SEO, advertising), not specifically in that order, of course. From there, you could say that research skills, communication skills, creativity, and marketing skills are the key to success.

What role does technology play in your day-to-day life? Do you think emerging technology like AI or Big Data will have an impact on the industry in 2022 and beyond?

I’ll start with the obvious, affiliate business is easy to set up. Yes, if you try hard, you could do it overnight. But… The key is to maintain it. This is where technology comes in handy. The competition overwhelms you if you are not attentive to technology and adopt the novelties. That’s why, yes, at nolimit-casinos.de we have a lot of respect for technology.

Unfortunately, I can’t share many of our secrets. But what already exists and evolves is – Meta. We think it’s the new big thing.

How can affiliates have a more unique approach?

Invest more in content. I would say work for your clients and do what’s best for them; You’ll see how you make money later. So, yes, offer quality traffic, creative design, try to discover new things, and always be in the first place.

What does an affiliate business need to succeed?

Honestly, many things, but the right moment is vital, in my opinion. If you manage to get hold of the emerging market in its early stages, you pretty much will. Of course, we can’t underestimate the power of the right skills, management, and team of professionals, which ensure the prosperity of your affiliate business.

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

We choose operators that fit our evaluation criteria. We understand that our visitors are looking for those that fit their demand. If the operators meet our criteria, then we initiate a relationship called a partnership. Those partnerships are sometimes good and sometimes bad.

At www.nolimit-casinos.de we believe that for the partnership to be good, both parties must be equal (both in goals and rights), respectful (in the partnership and in the data) towards each other, and helpful (willing to contribute to the growth of the other), of course.

We have never had any problems working with multiple operators thanks to the principles we have.

How do you approach the initial stage of a new partnership?

It all starts with research. We collect those potential offers and the bid selection process begins. If a casino goes through the selection process successfully, it means that it fits our basic selection criteria. Subsequently, we evaluate the deal and review past data trends, such as market demand and other characteristics. Finally, if we manage to become partners, operators go through a trial period that usually lasts up to 2 months. After the trial period, if both parties are satisfied, we become more like family than partners, really.

Have you ever been to SiGMA? SiGMA Europe, Africa, Asia or the Americas: which of these four fairs would you book in your agenda for 2022, if COVID-19 allows it?

Unfortunately, due to the global COVID-19 pandemic and the travel limitations it brought with it, we were unable to attend past events. However, we are planning to go to the next SiGMA 2022 event to see our current partners and form new partnerships. In addition, we have new projects in the making that we would like to introduce, so SiGMA is usually the best place to do so.

Read more about the SiGMA Affiliate Grand Slam here.

SiGMA Asia 2022

After all the excitement of the Malta Week 2021 conferences, the SiGMA Group plans to move around the world with destinations like Kyiv andToronto as hubs to attract the best and brightest in the iGaming world together. Our next exhibition will take us to the avant-garde metropolis of the United Arab Emirates for three days of networking, panel discussions and festivities. Stay up to date with the latest and greatest through SiGMA News.