"High Quality Content" - David Archer, Better Media Ltd

The interview with David Archer, Owner of Better Media Limited, is the latest Affiliate Grand Slam interview

David Archer is the head of Better Media, one of the 300 subsidiaries that AGS will be showcasing at SiGMA Malta �C find out more about his journey.

SiGMA: How long have you been in this industry? How did you make the transition from retail betting to online affiliate marketing?

David Archer: It was around 2009 that I got into affiliate marketing. I thought it was best to start with a high-quality domain, and that’s why I acquired freebets.com for $100,000. At the beginning, I subcontracted everything. I entrusted the creation of the site and its content to an agency, because I knew almost nothing about web development or affiliate marketing. This was a great help to me: these experts helped me avoid beginner mistakes.

Can you explain the development process of www.whichbookie.co.uk since your acquisition?

I acquired in August 2019. We knew that the brand had a lot of potential, but that we needed to improve the user experience and the relationships with the many operators. We have developed many new domains and added Tips and Predictions to the site. This advice is based on the advice of industry experts. We cover horse racing, football, greyhound racing, billiards and boxing. More sports will be added in 2023.

What sets you apart from other affiliates? What makes www.whichbookie.co.uk unique?

High-quality content – that’s our unique selling point. We use the best tipsters to offer qualitative information. Our customers are very loyal.

Do major events, such as the 2022 World Cup, have a big impact on your business?

Events like the World Cup are a great thing for our company. The activity on our site increases considerably during these events. We are very well referenced in search engines and can therefore take advantage of keywords specific to the World Cup, or more football-specific terms.

How is the UK affiliate market? What was it like in 2009, when you started?

With the increased regulation of operators in the UK, the market is constantly evolving. It is now much more difficult for smaller subsidiaries to survive.

How do you manage relationships with multiple operators?

We work with more than 70 operators and are in frequent communication with each of them. It’s important to us. We have an in-house team that manages relationships with our partners and allows us to respond to them quickly.

David Racher, tell us about your 300 Spartans experience!

It was my first time visiting Malta and overall the experience was very positive. The SiGMA conferences allowed us to meet with many partners. I also had time to visit Valletta and experience the local food, which I can highly recommend.

Are you a regular at SiGMA Europe, which takes place every year in Malta? We have other events planned in 2023: SiGMA Africa, SiGMA Americas, SiGMA Asia, SiGMA Balkans/CIS, SiGMA Eurasia, SiGMA Europe – which of these shows will you reserve a spot for in your calendar?

This was my first SiGMA event. I am planning to attend SiGMA Americas in 2023.

What are the benefits of these great iGaming events? How could they be even better?

They allow you to meet partners and entrepreneurs in person �C that’s really helpful.

What advice would you give to someone who is considering joining the affiliate industry?

I would say that there are still many niches where it is possible to make an impact. However, unless you have unique skills or ideas, be prepared to be disappointed. Operators are more cautious, the industry has become more demanding, and you need more resources than ever before.