With our latest Affiliate Q&A, we spoke to Heleen Lambrecht, Head of Partnerships at clovio, about all things affiliate marketing! We spoke about the emerging LATAM market, how to be an effective SEO affiliate and much more.
Income Access (IA): Thanks for speaking with us Heleen! Can you tell us a bit about your background in the iGaming industry and current role at clovio?
Heleen Lambrecht (HL): Thank you for having me! I began my journey in the gambling industry as a Content Creator. Over time, I transitioned into the partnerships side and am now the Head of Partnerships at clovio.
I oversee the strategic direction of our partnerships, ensuring that we create mutually beneficial collaborations with our partnered advertisers. My progression has been highly rewarding and I love the dynamic nature of the role, especially as we expand into new markets.
IA: At clovio, you pride yourself on making ‘media that connects’. Can you tell us a bit about how you achieve that for your partners and the consumers you connect with?
HL: We believe the key is in providing valuable, relevant content that resonates with the specific audience we’re targeting. This means a deep understanding of the markets, player preferences, and what makes them engage.
For our partners, we offer customized solutions that align with their goals, whether that’s player acquisition or retention. We also leverage data analytics and SEO strategies to ensure that the content we produce doesn’t just reach the audience but also delivers measurable results.
IA: Your company has affiliate sites across Europe in countries like Belgium and Romania. What does it take for an affiliate to stand out in the crowded European market?
HL: The European market is indeed quite competitive and standing out requires more than just having a presence in multiple countries. First and foremost, affiliates need to build trust with their audience. This means producing localized content that is accurate, informative, and specific to each market.
Understanding the regulatory environment is also crucial, as each country has its own set of rules when it comes to gambling advertising. Affiliates who offer players safe, legal, and enjoyable gaming options will always have an advantage.
Additionally, from fast-loading mobile sites to intuitive navigation, user experience must be prioritized. Affiliates who continuously invest in SEO, user experience, and compliance tend to stand out and succeed long-term.
IA: LATAM is another hot topic in the iGaming world and clovio has roots there as well. Where do you see this market going in the next 2-3 years for affiliates?
HL: LATAM is definitely an exciting region for the gambling industry. Feeling Lucky is currently active in Colombia and Peru, and we will soon launch in Brazil.
Over the next few years, I believe we’ll see a massive increase in market expansion and regulation, particularly due to Brazil’s upcoming regulation in 2025. For affiliates, this means huge opportunities, but they will need to be adaptable. The key will be understanding the local cultures, payment preferences, and gaming habits in each country.
IA: You recently launched a new version of Feeling Lucky Portugal with a variety of technical improvements. Can you tell us a bit about it and why these factors are important for affiliates to consider for SEO?
HL: Yes, we’re really excited about the revamp of Feeling Lucky Portugal! In addition to a variety of technical improvements that lead to faster load times, enhanced mobile optimization, and improved site architecture, we introduced a whole new design with a refreshed logo.
Search engines prioritize sites that are fast, easy to navigate, and mobile-friendly – and these updates help us meet these criteria. For affiliates, keeping up with the ever-changing technical and design requirements makes a big difference in ranking higher on search engines and ultimately drives more traffic and conversions. By the end of 2025, we will revamp Feeling Lucky in our other markets as well.
To learn more and get in touch with the clovio team, reach out today.
Thanks to Heleen for sitting down with us to chat. Be sure to get in touch with her team to discuss any partnerships!
