Affiliate Q&A - Tero Päivärinta, Owner at TePa Services OÜ

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With our latest Affiliate Q&A, we spoke to Tero Päivärinta, Owner at TePa Services OÜ, who we had first spoken with three years ago and who has returned to provide added insights! For this piece, we spoke about Estonia’s licenses, the Finnish iGaming market and much more!

Income Access (IA): It’s been three years since we last sat down to discuss all things iGaming with you Tero. Can you tell us a little about what you’ve been up to over the last few years and your current role?

Tero Päivärinta (TP): It’s been a whirlwind to be honest. I started my consulting business with affiliation last summer after three fantastic years working with Mr-Gamble in Estonia. Currently my main work is Head of Affiliates at Traffic Streamer Ltd, where we have brands such as Touch Casino and BetGoals, targeting different geos around the world.

Working on the affiliate side for years gave me a good understanding of the brand side, so I have a good idea what different affiliates are looking for from a brand in negotiations. I have declined more deals than I have made, as if you can't find the right balance, there is no point to continue, which will be best for both parties.

IA: Many different brands across the industry have licenses with MGA / Estonia to promote their products, though this has become notably trickier. What’s the latest taking place in this area?

TP: The MGA/Estonian licenses are very valuable, which is showing in the cost to acquire and hold the licenses. With these licenses, you will get into all the major game providers, tools and payment methods. Payment methods specifically are key in European markets, like Finland.

However, what we expect to happen when the last few European countries have their own licenses is that the MGA/Estonian licenses will block your activity in the markets.

IA: UpWork and similar services like Fiverr have become a valuable tool for affiliates trying to create content. How would you suggest for affiliates to use these tools?

TP: One of my side projects at the moment is to build Finnish SEO websites with a few niche ideas. For this, the use of UpWork has helped us get cheaper costs on creating content, publishing work and maintaining our websites. With these tools, you can get your site going on a relatively small budget. However, then comes the hard work, as you need how to manage your SEO, as Google updates can be difficult to navigate.

IA: Are there any emerging iGaming markets that seem particularly interesting to you at the moment?

TP: The most exciting emerging markets in Europe at the moment are Hungary, Serbia, Croatia, Albania, Romania, and Lithuania. While looking at these markets from an iGaming point of view, we can look at how the prices of goods have grown in these markets – for example, rent, cost of living or going out to eat.

This shows that the economy is growing, as people are earning more and therefore spending more.

IA: You’re working on TOP10nettikasinot.fl in the interesting Finnish market at the moment. What would tips would you give to affiliates looking to work in this market?

TOP10nettikasinot.fi is one of our main SEO websites for the Finnish market, as with just a small amount of keywords, we have managed to climb the Google rankings and send traffic to a small amount of Finnish brands, focusing on well-known brands plus new ones to the market.

For affiliates, this market can be tricky, as the language is key here and you need to hire the right people to assist you. It is also an interesting market as gambling licenses should be put in place around 2026. From there, we will see how affiliation will work in the area as all channels will be available to use. 


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Thanks to Tero for sitting down with us to chat. Be sure to get in touch with his team to discuss any partnerships!