SBC SUMMIT INTERVIEW
exactly what is profitable and what isn’t profitable before you make decisions nowadays. So, I think nowadays the big thing is real-time tracking. And we’ve seen a real increase in different regions where they need offline tracking as well, which is kind of a bit backdated. But interestingly enough, places like Africa and Asia do a lot of their tracking offline. We have all sorts of different ways of doing that. These are probably the two most popular ways we’re seeing. But ultimately, it comes down to reporting and data, so people can make intelligent decisions.
Nowadays, with all the new taxes in different places, every penny’s got to count. So they’ve got to spend it wisely, as they say.
GIO: Have there been any new challenges you and your clients have been facing as the industry has evolved? AM: I started, I think, five years ago today. So this is probably my fifth SBC. As an industry, we’ve changed massively, but my pitch for what Raventrack does has changed completely. One of the things that we were really specific about when we launched Raventrack was being agile and customisable, moving with the industry without being disparaging to our competitors.
GIO: How important is it to be able to adapt and innovate in iGaming to keep up/ stay ahead? AM: There’s a lot of legacy technology out there. We created Raventrack to move with the times and to be really relevant to the industry. So we’re quick, we’re robust, we’re agile, we’re customisable, and everything you would want it to be.
But we’re also always trying to change and improve the actual platform. We were the fastest-growing affiliate tracking platform in the
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industry last year. We won the award for the best affiliate tracking platform this year, and we’re up for it again. And, you know, we’ve got a good chance.
Ultimately, we are always trying to grow, always trying to move. And that’s the point: we don’t stand still.
We’ve seen a lot of changes in the industry, and we’ve tried to move with them. We can’t just be a tracking platform, so we’re looking at running affiliate programmes and different ways of using the data we’ve got to make it more apparent and useful for the industry. For instance, if a brand wants to know what other brands of a similar size are doing, what campaigns they’re using, what commissions are
effective, and which affiliates are effective, we’ve got all this data. So how can we interpret it?
GIO: What’s next for Raventrack? AM: We’ve got some new technology that we’re launching in the next quarter. That will give us a very unique selling point. I don’t know anyone else in the industry that’s got that. Just get in touch. I think the really big thing about Raventrack is that we’re so friendly. We’re not a faceless brand.
Everyone who works for us is contactable. We don’t have a ticket system, so if you have a problem, you ring us. We have direct communication channels, and you can speak to anyone in the company, right up to the top.
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