Interview with George Gerakanakis – Senior Regional Affiliates Team Lead at Novibet

Company: Novibet
Interviewee: George Gerakanakis
Interview Date: 12/19/2023
LinkedIn: Click Here

In an exclusive interview presented by The Inside Bet, in collaboration with Affiliate Roulette, we had the pleasure of sitting down with George Gerakanakis, the Senior Regional Affiliates Team Lead at Novibet. As we delve deeper into the dynamic world of iGaming, George shared his invaluable insights on the industry’s latest trends and growth strategies.

Edward: Could you please share your background and how you initially entered the iGaming industry?

I pursued a degree in Communication and Media with the childhood dream of becoming a journalist. During my school days, I would fashion a makeshift microphone by attaching the eraser to my pencil and play the role of a reporter, enthusiastically covering games. In 2006, I began my career with a betting newspaper, quickly progressing to the largest sports publication. Simultaneously, I delved into radio and other journalistic endeavors until 2014. The profession is captivating, allowing me to connect with people from various walks of life—athletes, politicians, and agents I wouldn’t otherwise encounter. However, it’s an arduous undertaking, demanding seven days a week of nearly constant work. A journalist’s day kicks off early, often with interviews or coverage obligations, followed by an afternoon spent in the office translating collected stories, reports, and interviews onto paper. My transition into the igaming industry was serendipitous. A friend and colleague reached out, revealing plans to launch a betting company in Greece and inviting me to join. When I inquired about my role, he responded, “You’ll write, and you’ll handle social media.” Intrigued, I accepted the opportunity despite my initial unfamiliarity with the intricacies of the betting and casino world—a realm vastly different for both players and operators.

Edward: Reflecting on your journey from your entry into the industry to where we are today, what are the most significant concerns you have regarding the iGaming sector?

Over the course of my journey in the iGaming sector, several key concerns have come into focus. First and foremost, navigating the intricate web of evolving regulations across different jurisdictions remains a significant challenge. The regulatory landscape is dynamic, and compliance is a constant effort for operators. Responsible gaming practices are another critical aspect. Striking a delicate balance between providing entertainment and safeguarding players from potential harm is paramount. Addressing addictive behavior and societal concerns associated with gambling is an ongoing commitment. Technological advancements bring both opportunities and challenges. Staying abreast of trends such as virtual reality and blockchain in gaming is crucial for relevance and competitiveness. Last but not least, the customer trust is foundational. Addressing concerns related to fairness, transparency, and customer support is key to ensuring long-term satisfaction and loyalty. In essence, these concerns underscore the need for a collaborative effort among industry stakeholders, regulatory bodies, and operators to ensure the responsible growth and sustainability of the iGaming sector.

Edward: What are some of the biggest challenges you face as an iGaming Affiliate Manager? In your opinion, what are some effective strategies or tools that could help overcome these challenges? For example, how do you distinguish legitimate affiliates from the fraudulent ones?

Being an iGaming Affiliate Manager comes with its set of challenges, and addressing them requires a thoughtful approach. One major hurdle is dealing with fraudulent affiliates, which demands a robust vetting process. We implement stringent due diligence and leverage specialized tools that analyze affiliate behavior, track performance metrics, and identify anomalies indicative of fraudulent activity. Given the intense competition in the iGaming sector, standing out among numerous affiliates is crucial. In Novibet, we develop a unique value proposition for affiliates, offering exclusive promotions, innovative content, and personalized marketing materials. Strong relationships with affiliates, coupled with ongoing support and incentives, contribute to our differentiation. Brand protection is paramount, and we ensure affiliates align with Novibet values through clear guidelines and regular monitoring. Utilizing tools that scan for potentially harmful or inappropriate content contributes to maintaining our brand’s reputation. In essence, a combination of strategic approaches and the right technological tools, such as affiliate management software, fraud detection systems, and analytics platforms, allows us to effectively navigate these challenges and optimize the performance of Novibet’s affiliate program.

Edward: When evaluating potential affiliates, what is your perspective on verifying an affiliate’s past performance? Do you rely on screenshots they provide, or do you have other methods of assessment in place?

When evaluating potential affiliates, we prioritize a thorough and multi-faceted approach to verify their past performance. While screenshots are a valuable starting point, we recognize the need for a more comprehensive assessment. Here’s our perspective: Documentation Review: While screenshots offer a visual representation, we delve deeper by reviewing additional documentation such as detailed reports and analytics data (if available). This ensures a more nuanced understanding of the affiliate’s performance metrics. Industry Reputation: We assess the potential affiliate’s online presence, reputation, and industry reviews. Platforms, forums, and social media discussions offer a broader perspective on their standing within the industry. Performance Metrics Analysis: We look beyond basic metrics, considering a diverse set of performance indicators such as player retention and lifetime value. Evaluating a comprehensive range of metrics provides a more accurate and well-rounded picture. Due Diligence: Thorough due diligence is a cornerstone of our evaluation process. We investigate potential affiliates’ business practices, adherence to ethical standards, and compliance with industry regulations. This ensures alignment with Novibet’s affiliate program’s values and standards.

Edward: It appears that many affiliates are now requesting listing fees and high CPA’s, which seem to have become an industry standard. Do you find it difficult to determine who can justify the fees they charge and who overpromises and under delivers?

Navigating the landscape of listing fees and high CPA demands from affiliates indeed presents a challenge, and our approach is anchored in a careful and discerning evaluation process. We place a significant emphasis on an affiliate’s historical performance. Those with a proven track record of delivering tangible results are often more likely to justify higher fees. Comprehensive data analysis allows us to gauge the effectiveness of their strategies. Also, transparent and open communication is key. We engage in candid discussions with potential affiliates to understand their methodologies, expectations, and the value they bring to the partnership. Clarity at this stage is instrumental in avoiding misunderstandings later on. The affiliates who set realistic expectations are often better positioned to deliver on promises. We assess the feasibility of the targets they propose and ensure that they align with our business objectives. Unrealistic promises can be indicative of potential overpromising. Once a partnership is established, we employ continuous monitoring and performance tracking. This ongoing evaluation helps us assess whether the agreed-upon fees are justified by the delivered results. In essence, our strategy involves a combination of data-driven analysis, transparent communication, and thorough due diligence to distinguish affiliates who can genuinely justify their fees from those who might overpromise and underdeliver. This approach aims to foster partnerships that are not only mutually beneficial but also built on trust and transparency.

Edward: How do you think a platform like Affiliate Roulette can benefit affiliate managers in the iGaming industry? Can you share any experiences or insights on how Affiliate Roulette has influenced your approach to affiliate management?

It is very important to be able to find reviews and verified affiliates with a simple search. The categories in affiliate roulette also based on KPIs is something amazing and helps affiliate managers a lot to find partners based on their needs. A simple browsing of the affiliate roulette is enough to impress you with the options and the potential that appears in front of you and it can certainly help in the development of any affiliate program.

Edward: In closing, what would you like to see offered from Affiliate Roulette that would help you have outstanding performance in 2024?

I thought a lot about this question and really tried hard to find a satisfactory answer. Find something that affiliate roulette doesn’t offer yet. I failed miserably. An idea could be an AI tool with suggestions for each affiliate program. That is, the operator fills in a questionnaire regarding the needs of the affiliate program and the affiliate roulette suggests specific partners that could help achieve the goal.

We extend our heartfelt gratitude to George Gerakanakis, Senior Regional Affiliates Team Lead at Novibet, for sharing his invaluable insights and expertise with us today. His thoughtful perspectives on the iGaming industry and affiliate strategies are truly enlightening. We also want to express our sincere appreciation to our loyal audience at The Inside Bet, in collaboration with Affiliate Roulette, for your continued support. We look forward to bringing you more engaging interviews and content to empower your journey in the iGaming world. Thank you for being a part of our community.