Interactive CODETA
Can an affiliates- savvy business break mainstream?
Codeta is a new online casino, an innovative brand that is targeting table players with Live Casino solutions as a signature product. G3 interviewed owner and igaming veteran, Edward Ihre about the launch of Codeta
THE STORY BEHIND THE LAUNCH... Edward’s background in iGaming started back in
Edward Ihre, Owner & CEO, Ihre Consulting AB
Codeta is owned by Ihre Consulting, a company that works with more than 120 gaming operators and over 25,000 affiliates, and which started this ambitious project by raising €2m in exchange for 40 per cent of the shares in the company.
P50 NEWSWIRE / INTERACTIVE /
247.COM
2000, as part of the dotcom sports-focused media enterprise,
www.Sportal.se, which had set out to become the ESPN of Europe.
www.Sportal.se is Sweden’s largest independent sports site and back in 2000, was part of the pan-European network of eight Sportal sites. Sportal was the main sponsor of Euro2000 and held the prestigious assignment to develop and operate the official Euro2000 site (
www.euro2000.org). Te Euro2000 site had 16 million unique visitors with 129 million page impressions. Backers at the time included Nomura Group, and the well funded Sportal peaked with a burn rate of 450 employees, boasting the largest sports journalist department in Europe. “We employed more sports journalists than the biggest sports newspapers combined,” described Edward. “But we were part of the dotcom bubble, burning through money like no tomorrow.”
While Sportal gained market share, its problem was finding advertising spend when there were scant few companies with web ad budgets. Te progressive ones that did have budgets, were online bookies, such as Betsson, Expekt and Unibet, though links to their sites would prompt a call from Sweden’s Justice Department looking
to protect state-operator, Svenska Spel. Edward’s role as Commercial Director for Sportal in the Nordics, meant that he had to improvise, working closely with the sports-betting companies to promote their services through editorial content, producing 50+ sports articles per day related to betting, but referring to odds without linking to them.
Sportal was acquired by Sponsio, Ladbrokes’ Nordic Partner in 2001, as part of Ladbrokes’ Nordic strategy to raise its profile with Swedish sports fans as well as media channels that provided sports content. Having built close ties with the founders of Unibet and Expekt, Edward was approached to become the MD of Parbet, a
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