With our latest Affiliate Q&A, we spoke to Jacob Gantén, the Head of PR at Ribacka Media. Ribacka Media is a leading affiliate in the US space, with well known affiliate sites like US Gamblers and many more. Jacob covers the US affiliate marketing space, sweepstakes, and much more!
Income Access (IA): Thanks for speaking with us Jacob! Can you tell us a bit about your background in the iGaming industry and current role with Ribacka Media?
Jacob Gantén (JG): Ribacka Media has been around since 2014. Originally, we operated exclusively in the Swedish iGaming affiliate space until 2017 when the company was acquired by Better Collective. Then in 2021, the company was re-established in order to capitalize on the growing trend of sports betting and the regulation of the US iGaming space. Since then, Ribacka owns sites that are native to each and every US state, primarily focuses on targeting states where legalization has already occurred or is on the cusp of occurring.
IA: You’ve been involved in the world of iGaming for some time now. What’s been the most surprising aspect of working int this aspect for you?
JG: iGaming has always been a unique field, in particular because it remains one of the most profitable and lucrative spaces in online marketing. As such, this will always attract good actors, bad actors and anything in-between. One of the greatest challenges of the modern iGaming industry, and one that we see many companies try and get a grasp off, is how to grow sustainably.
While the market is extremely promising, it’s important to not lose sight of issues relating to problem gambling and potential negative externalities. Growing sustainably means not only taking the right steps for our business, but to do so in a way that ensures that we leave a positive footprint in the industry and do our best to give gamblers every tool to remain aware, in control and responsible.
IA: Your team at Ribacka Media has specialized in working within the US iGaming landscape since 2021, with over 50 domains in the market now. What would be your suggestion for an affiliate looking to start working in the US?
JG: Prepare for an uphill battle and have a long-term perspective. The industry remains one of the most competitive around and there are new players emerging every day. There are countless firms pouring money into their websites and marketing strategies, which means that you can’t simply outbid someone to succeed. In order to win in this market, you have got to think about the long-term impact on your sites and find a strategy that sets you apart from everyone else. Without a USP you will find yourself in a constant war of attrition that is hard to win.
IA: As the iGaming space in the US gets more competitive, your team specializes in providing fresh and innovative ways to drive traffic to the partners you work with. What helps your team stand apart?
JG: Our team puts emphasis on internal growth and unique skillsets. Rather than trying to cut costs by offshoring responsibilities, we keep talent on-site in order to drive innovation and collaboration among team members. Additionally, our recruitment philosophy stresses finding people who have some kind of USP or thrive in at least one specific area. We prioritize finding the very best in niche areas rather than broadly scouting talent that can do a little bit of everything.
IA: One of your flagship affiliates sites, US Gambler, focuses on the rapidly growing sweepstakes vertical. Where do you see this vertical going and what would you suggest for affiliates looking to work in this area?
JG: There’s no doubt that sweepstake revenue is going to keep growing over the coming decade. The growing popularity of online gambling is rampant and the legalization processes is slow in most US states. Sweepstakes offers a legal and fun way to play for users in states where legalization is not on the cards.
Against my better judgement, the best advice I can give is to get in now. We are only seeing the early growth of this niche and players have yet to fully establish themselves in this market. In a couple of years, there will be definitive market leaders and now is the chance to enter the market if you want to become one of them.
Visit USGamblers.com to get the latest info on US slots, sportsbetting and more.
Thanks to Jacob for sitting down with us to chat and be sure to get in touch with this team to discuss any partnerships!
