SIGMA Affiliate Exclusive: CEO Martins Lasmanis of Media 24 speaks out
SiGMA recently sat down with Martins Lasmanis, CEO of Media 24, for a deep dive into the world of sports betting affiliates. With over 15 years of experience in iGaming, Martins shares how his expertise has shaped Media 24’s strategies, from managing SEO across 60+ websites to successfully launching in over 90 GEOs. In this interview, he discusses the role of data-driven strategies, content creation, and long-term partnerships in the industry’s growth. Join us as Martins offers insights into the trends shaping the future of sports betting affiliates.
How has your experience in iGaming affiliate marketing helped you shape the strategies at Media 24?
I have worked in SEO for about 15 years, with around eight years in iGaming, and have been a shareholder in affiliate marketing companies similar to Media 24. This hands-on experience helped me to understand how to make a company like ours successful.
But let’s be honest; it’s not always about having a unique strategy. We had a vision three years ago — to become one of the most recognised names in the affiliate marketing business. A strong commitment to that vision and a huge will to make it all a reality is something that moved us forward.
What do you think sets Media 24 apart from other sports betting affiliates?
Our story is about very fast growth. In under three years’ time, we have grown from a small team to a company that we are today — with over 60 websites, about 40 employees, and 300 partners. We did that, focusing on the speed of our operations. Sure, we might have sacrificed some polishing here and there, but we prioritized getting our websites up as quickly as possible.
We are trying to maintain a similar mentality now, too. As we’re not a huge company yet, we can react much quicker when something changes. Agility and speed are something that truly set us apart.
With over 60 sports betting websites, how do you manage content and SEO across a vast network?
This is not easy. We have a team that is working on updating the content of our websites daily: content managers, editors, and writers. Quality content is a very important part of what we do, as we want to provide real value for the reader. That’s why, instead of relying on agencies, we are bringing local experts into the team for each market in which we operate. They are people who deeply understand the sports betting vertical and are professionals in creating engaging relevant content.
What role do data-driven strategies play in your approach to driving organic traffic and growing your market presence?
We rely on data in many ways. Without data, it would be like shooting in the dark. It’s even more important when you’re focused on organic traffic like ours. But you can’t always rely on data. Sometimes, you have to believe your gut instinct. There are many cases where data doesn’t show a full picture, even when entering a specific GEO. According to data, some markets may not show enough volume to justify the investment. But players are everywhere, and if you have a strong instinct that this market can have potential, you must trust your intuition.
Can you share some insights on how you successfully launched Media 24 in over 90 GEOs?
Our strategy was simple: plant seeds everywhere and water the most promising ones. We wanted to enter all markets with intense sports betting penetration. Then, we focused on GEOs that showed the best results, investing more in content, backlinks, and marketing and engaging with more local partners. This kind of approach allowed us to quickly figure out regions with the highest potential and invest strategically. Additionally, as we already have a presence in so many markets, it allows us to scale very quickly if we decide that we want to be stronger in a specific region.
How do you balance technical SEO requirements with creating engaging, user-friendly content for your audience?
It’s a never-ending discussion. There’s always a battle between SEO and content people about what to prioritise. We are trying to be more and more user-centric in terms of that. We create content that is beneficial for the user, helpful, and enjoyable to read. So we make sure our content is optimised for search engines without sacrificing its value to the reader.
What key factors do you consider when selecting iGaming partners to work with at Media 24?
First and most important — we look for partners who are committed to building long-term relationships. The biggest part of our partnerships is based on a revenue share model. I believe this is the fairest approach. When the operator earns, we earn, too. We have confidence in the quality of our traffic, so we know it’s a win-win.
The second key factor is absolute transparency with data. If a potential partner hesitates to share metrics, that’s a warning sign for us.
How has SEO evolved in the iGaming industry during your 15 years of experience, and where do you see it heading in the future?
In many ways, SEO hasn’t changed much. The focus has always been on providing quality, relevant content to the user. This is something that has been mentioned ten years ago and is still true today. The key is to focus on the reader, not just Google.
One significant change has been the development of AI. For Google, it’s also becoming harder to understand whether the content is written by a real person or generated with the help of LLM. That’s why we are moving towards our content being created by real sports betting experts who understand all the nuances.
Looking into the future, we also need to pay attention to the fact that AI can search the web now. So you have to think about optimising your content and websites for the AI search results as well.
As a speaker at industry conferences, what do you think are the most important trends shaping the future of sports betting affiliates?
Affiliate marketing will continue to be a big part of the iGaming ecosystem. Operators will always need gaming traffic. And I don’t think this business will see significant changes in the near future. What can change is the willingness to diversify traffic sources from the affiliates’ side. This would require building larger organisations, hiring more people, and investing more funds. However, it seems like only larger affiliate companies will be able to survive in the future. We see plenty of examples now where small ones are being acquired, and larger companies are continuing to build their muscles.
We also see a trend in many countries where affiliates move beyond content-based websites. They create products with complex match data, projections, and analytical tools. Some affiliates are developing their own mobile apps. So, to remain competitive, affiliates will need to build better products.
User preferences are changing, too. The new generation of players wants faster and more accurate information. This will require us to rethink how the products are built in general, with a stronger focus on UX. The process of placing a bet or finding the best operator for a bet will need to be simplified. We might have to wrap all that journey into a single click or even a single voice command.
How do you ensure long-term trust and relationship-building within the iGaming industry, especially when working with global partners?
Transparency and openness have to come from both sides of the table. While we expect our partners to be clear about data, we’re equally committed to that ourselves. For example, if we see a decline in traffic, we don’t hide it. Instead, we prefer to discuss the situation with the operator and find ways to improve things. Clear communication is key to demonstrating to our partners that they can rely on us in the long run.
