Affiliate Q&A – Toni Westerholm, CMO & Co-Founder at Good Luck Media

By On

With our latest Affiliate Q&A, we got to speak with Toni Westerholm, CMO & Co-Founder at Good Luck Media and Toni speaks about Good Luck Media’s focus on mobile solutions, how is attacking the US market and other valuable insights.

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

Toni Westerholm (TW): I've worked in the digital advertising and marketing space for my entire career. After working for 5 years in one of the largest digital advertising agencies in the world, I joined the client side with an iGaming operator.

iGame Group did mostly hyperlocal casinos and later got bought by Unibet, which is now Kindred Group. I really enjoyed working there and did continue to work with Kindred for a few years leading their paid advertising department.

Around 2018, my current partner and I saw the opportunity in the Finnish Casino SEO market and took the leap to become entrepreneurs. Since then, we've been growing in Finland but also launched a U.S regulated affiliates Casino and Sportsbook site named Coinflip in the year 2020. has a legacy in the U.S poker market and we wanted to make it something that really supports the now legalized states.

IA: You’ve been in the iGaming world for nearly 10 years now! What are some of the biggest changes you’ve seen in the industry during your time?

TW: Especially in our area of marketing and advertising, the regulatory landscape has affected the opportunities we can pursue. It's a big deal to start launching in the U.S market as an affiliate, as you must play by the strict rules and take up a lot of upfront costs.

IA: New states are expected to open up in the US as more states pass regulations on online gaming. As these new states emerge, what’s your strategy to reach these new users?

TW: We plan to expand to all U.S regulated States with Coinflip. We understand there's a lot of competition in the space, but we're here for the long run. We’re focused on SEO as our strategy, which takes time, but when you're publishing relevant information on what people are looking for, you'll get there.


IA: At Good Luck Media, your motto is to forget ‘mobile first, it’s mobile always’. How do you emphasize mobile functionality and making everything you do work on any device?

TW: We are definitely mobile always. Our designs sometimes look off on Desktop because everything is so designed for mobile (looks and functionality). An example of that mobile functionality can be seen with one of our best casino review websites, for example. 80% of our users are on mobile devices, where we can deliver everything in a way that’s accessible easily and fast.

IA: With Coinflip, you aim to provide the best casino and sportsbook bonuses to users in 11 different states. How are you achieving this in the competitive US market?

TW: Our work SEO strategy is to take continuous steps to the right direction. Getting into U.S regulated states is time consuming but once you take up the challenge, you'll get there by constantly doing the right things, no matter how small they may seem. Good luck to all who want to approach this market as non-local operator!


For more information on Good Luck Media or to discuss a partnership opportunity, contact Toni and the team today.