With our latest Affiliate Q&A, we spoke to Carlo Marafioti, Director at Infadawork OÜ, a network of sites featuring Machineslotonline.it, Slots-777.com, Richslots.it, and Pathosonline.it. Carlo has long ties in the iGaming industry, working as a strong affiliate in the exciting Italian market. With this article, we discuss that emerging iGaming Italian market, affiliate marketing in 2024 and much more!
Income Access (IA): Thanks for speaking with us Carlo! Can you tell us a bit about your background in the iGaming industry and current role?
Carlo Marafioti (CM):I've been in the iGaming industry since 2007, starting as an affiliate in the Italian market since 2011. At Infadawork, I am the co-founder and COO, overseeing all operations, focusing on creating a top-tier user experience and ensuring we stay ahead in the world of SEO. We have been through quite a lot in this journey, included a dreaded advertising ban on the italian market which seriously threatened iGaming and affiliation marketing in Italy.
IA: The Italian iGaming market is one of the more competitive landscapes in the world. How long have you been working in this market and what do you think makes it so unique?
CM: I've been working in the Italian market for over a decade and its uniqueness lies in the intense competition, regulatory challenges and the need to constantly adapt to user preferences. The market demands a keen understanding of local trends and player behavior. Italian players, familiar with slot machines since 2004, have diverse preferences, mixing traditional offline gaming with the newest online slots. They also have one of the highest LTVs in the industry, making it a prime target for affiliates.
IA: Affiliate marketing is steadily increasing in popularity within the iGaming world. What do you think it takes for an affiliate to stand out in 2024?
CM: To stand out in 2024, affiliates need to prioritize high-quality content, robust SEO practices, and an exceptional user interface. Staying up to date with market trends and focusing on genuine user engagement rather than aggressive marketing tactics is crucial. Leveraging on social media, if allowed, is another key factor nowadays. It is also important to understand how AI will change organic search and the user interface of main search engines around the world. We are already seeing some changes on Google SERP pages, even though it’s too early to say whether it’s a definitive shift or still a testing phase.
IA: The online casino industry is a rapidly evolving one. How would you suggest affiliates stay ahead of the consistent changes they’re faced with?
CM: Affiliates should invest in continuous learning and adaptability. Keeping up with industry news, regulatory changes, and technological advancements is vital. Using data analytics to understand user behavior and preferences can provide a competitive edge. It’s also important to team up with software providers that have a wide catalog of slots and games available, it’s one of the single most important features for improving user satisfaction.
IA: Your team at Infadawork operates a variety of affiliate sites in Italy. What are the challenges for this market and how do you look to overcome them?
CM: The main challenges include navigating regulatory changes and intense competition. Also, legal uncertainty is a challenge, and what we see today is big casino and sport operators exploiting loopholes for TV visibility as a workaround for the advertising bans. We overcome these by focusing on compliance, delivering high-quality content, and leveraging strong SEO strategies. Building trust with our users through responsible gaming practices also sets us apart. By adhering to the advertising bans by creating an unbiased comparison of legal casino offers, we emphasize organic growth and user trust, which is essential for sustainable success.
Thanks to Carlo for sitting down with us to chat and be sure to get in touch with this team to discuss any partnerships!
