Pulse
Affiliates WINLANDIA
With several regulators imposing
restrictions on gambling promotions and social media advertising,
Christoffer Grönlund, Co-founder and Head of Affiliates at rebranded Winlandia, details sustainable
strategies for affiliates to stay one step ahead of regulatory changes.
affiliates for branding
about the creation and execution of the marketing plan. He asked me to join his new company, Finlandia Casino.
Christoffer Grönlund Co-founder and Head of Affiliates, Winlandia
Christoffer, can you begin by introducing yourself and your role at Winlandia?
I joined the industry in late 2007 at Betsson Affiliate Lounge back in the heydays when I oversaw affiliation in the Nordics mainly working with Finland and Sweden, as well as the Netherlands. In this role I met Matti Pekkanen, CEO of Pelikassa, one of the first casino affiliates in Finland.
We started collaborating, working
together and after about three years I joined ComeOn! as part of the original crew. Here, I worked with affiliation of course, but took on greater responsibilities as a Country Manager for Sweden centred more
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I did join working on the side because at that time I also wanted to broaden my horizons, so I joined a digital marketing agency here in Stockholm working mainly with performance marketing such as Google Ads and search engine marketing, as well as getting into what was called Programmatic or real-time bidding, RTB.
I became the head of Programmatic at that agency, and then I was hired at another agency working with big clients. Te whole time I had Finlandia Casino on the side as well as raising two toddlers, so that was quite an experience.
Winlandia recently underwent a brand evolution, having previously been known as Finlandia. What sparked the decision to undergo this transformation?
Finland is introducing stricter legislation where you can't really market directly to the Finnish public, so we had to cease being Finlandia casino. We are a white label
Winlandia: From mid to lower funnel, you absolutely need
operating together with SkillOnNet. Tey contacted us we have three months to rebrand. Tat was a bit of a shock, of course, for us all.
But a few days later, our CEO Matti called me and suggested we just go from Finlandia into Winlandia and that was the birth of the brand name which resonates better with gambling and is perfect for us. It works across markets and it's scalable. Tis helped us to expand to new markets and a new journey begun for us.
We’re seeing operators become savvier when it comes to their marketing strategies. Do operators still need affiliates to expand their brand reach? Or could they do without?
As a brand, you need affiliates regardless of which market you're operating in. If you look at things from the operator perspective, there's just so much that you can do with your own marketing team and brand communication.
From mid funnel to lower funnel, you absolutely need affiliates to push your branding further to get that extra reach. Performance marketing
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