Affiliate Q&A – David Archer, Business Owner at Better Media LTD

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For our latest interview in our series profiling different affiliates, we spoke with the owner of Better Media LTD, David Archer, who’s currently focused on the UK sports betting scene with WhichBookie. In this interview, we’ll look at the UK market, where the greatest opportunities lie and how WhichBookie gives UK users up-to-date information about UK operators.

Income Access (IA): Thanks for speaking with us David! Can you tell us a bit about your background in the iGaming industry and current role with Better Media LTD?

David Archer (DA): I have been involved in the iGaming industry since 2009 when I bought the domain for

Photo of David Archer wearing brown polo t-shirt

Over a few years, it became one of the top UK affiliates before being sold to XL Media in 2016. After taking a break for a couple of years, I realized I missed the cut and thrust of iGaming SEO and decided to acquire to see if we could match our previous achievements.

IA: Being an affiliate in 2022 is an interesting challenge. Where do you believe the greatest opportunities lie for affiliates?

DA: Regulation and compliance are taking their toll, as it is becoming increasingly more of a marketplace for sites which are professionally managed and able to react quickly to any regulatory update. The overall number of affiliates is probably falling due to this, as it is much harder to get accepted into many of the better affiliate programmes.

However, there are still plenty of opportunities in the UK market for agile affiliates who can adapt, be flexible and take full advantage of social media to help grow and diversify their audience.

IA: As someone who has plenty of experience as an affiliate in the UK, where do you see the UK sports book industry moving today?

DA: UK bookmakers have been slow to differentiate their products, which has led to many offering a very similar experience. Bet Builder tools are becoming better integrated into sports books and many operators are using free-to-play games extensively to try and improve customer loyalty.

There is also increasing consolidation among operators, and I expect this to continue. On top of this, I believe factors other than odds and welcome offers are more important to customers nowadays."Which Bookie" Logo in teal text over white background

IA: Tell us more about WhichBookie, the leading resource for finding detailed up-to-date information about UK bookmakers!

DA: WhichBookie has reviews for over 120 UK bookmakers, making it one of the most extensive and authoritative sources available. We purely cover the UK market which allows us to go into much more depth than our competitors and we have recently added some great talent with our horse racing tipsters, Will Smith and Andrew Blair White. We are developing high quality, unique content all of the time and we’re very pleased with the progress we’re making, along with the positive reaction we are getting from readers.

IA: Having acquired WhichBookie in 2019, what have been the biggest surprises for you as you’ve grown this affiliate site?

DA: The type of competition for search engine traffic is a little surprising. As always, the high value keywords are ultra-competitive and we now see larger media sites featuring higher in the rankings. However, these larger sites, who don’t commonly make this content, provide very basic information and simply publish lists of free bets, which does not help the customer understand the organisation they are signing up to.


For more information on WhichBookie or to discuss a partnership opportunity, contact David and the team today.

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