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European Gaming Congress 2024

Affiliate Industry

Exclusive Q&A with Alex Windsor, Director at Apps4 web media Limited

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  1. Let’s begin with some introductory details about yourself. How did you enter the gaming sector?

I first got in to the gaming sector back in 2012. I was working in a call center at the time in a very different role that I do now; I was in B2B sales.

I was looking online for some info on betting apps and couldn’t really find what I wanted so thought why not make a website about it. I didn’t have a clue what I was doing at first. I started out with a WordPress site and just began slowly adding content. From there I really got in to marketing and started to read up online, visiting forums, downloading online courses, and generally reading whatever I could get my hands on to further my knowledge.

1 website eventually grew to 2, then 3, then 4 and I ended up with 12 sites in total, all aimed at the UK market.

  1. Did your professional background in mobile communication industry help in the gaming sector? On this topic, how important do you think it is for a potential gaming entrepreneur to have hands-on experience some other unrelated field?

Yes I would say by background did help. I’ve always been a big fan of technology so this definitely made things a bit easier for the transition from sales to marketing. I have always been a bit of a tech geek and love apps, mobiles, tablets, computers and anything with a screen and buttons on.

I saw the potential in mobile betting very early and knew it was a good niche to get in to as apps were very much the thing of the moment back in 2012.

I wouldn’t say experience plays a massive role. I had absolutely no idea about marketing when I got in to the industry initially. I would say a desire to learn, innovate and try new things is a few must have traits if anyone wants to succeed. We all need to start somewhere. You also need a never say die attitude and a hunger to work, work and then work some more.

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  1. What is the background of founding Apps4web Media? Enlighten our readers with some stories, please!

Apps4 web media is actually my 2nd iGaming company. I sold my first portfolio of sites in 2015 and had 2 years out of the industry due to a non-compete agreement.

As soon as I was allowed to work again I registered the company and immediately got to work. I really missed working on sites, going to conferences, and chatting with other people in the industry.

I actually couldn’t wait to get started again and registered the company at 12.01am the day my non-compete expired. I had always worked on my own in the past but this time I decided I wanted to put a small team together. I now have 5 full time employees and we work with several other companies as well for design needs.

As well as running our own sites, we also do link building and marketing for other iGaming companies. We work with some of the biggest companies in the world and its an area we are currently growing and recruiting for.

  1. For the uninitiated among our readers, could you describe the major services that Apps4web Media provides?

The main services that we offer is affiliate marketing. We have over 12 sites that we run, most are now in the US, but we also have sites for the UK, Spain, and Italy.

As well as content for our own sites, we also provide content for a lot of other affiliates as well, on top of the link building services that we do also.

  1. On to affiliate marketing now. The field is quite crowded, especially in the gaming sector. How do you manage to carve your niche amidst such tight competition?

The market is a lot more crowded than it was 8 years ago that’s for sure. When I first started out, there was only a handful of sites promoting in the niche I worked in so there wasn’t a lot of competition. Fast forward 8 years and the landscape is a lot different. There are some enormous iGaming companies now with hundreds of sites and staff that just fill and dominate the SERPS.

Standing out from the competition is not an easy thing. I have always been good at offering my own unique spin on content and topics. I look for areas that other sites don’t cover and try and offer genuine help and experience. The UK market is very saturated now and its extremely hard to launch and make a new site successful.

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  1. What are the major revenue streams for Apps 4Web Media?

Our main revenue stream comes from the agreements with have from operators. In the UK this is through rev share, but in the US its all CPA agreements.

We are also doing well with our link building services. A lot of our clients we have worked with for several years and appreciate our timely service and professionalism.

  1. You started out in the UK and then entered the US market. How is it going in the US? Could you share some stats? In how many states are you licensed to operate now?

The US is such an exciting market to be in right now. It seems like every week there is a new state that has just legalized sports betting, or is just about to.

So far I am really happy with how things are going over there, but we can always do more. Our main site gamble-usa.com is our largest site and covers all the states, although it is still fairly new. The market is that diverse and you really need to almost treat each state as a separate country. What you can and can’t wager on varies from state to state and whilst sports betting is being legalized in most states, online casino and poker is only available in a handful.

The company is licensed in 6 states at the minute, those being New Jersey, Indiana, Pennsylvania, Tennessee, Colorado, and Michigan. We have an application pending with the Virginia lottery that we hope to have available soon.

Because of these big state by state differences, we have launched state specific sites in a few states. In Indiana for example, we have our gamble Indiana site and gamble Colorado for the Colorado betting market. Tennessee is the latest state we launched a state specific site with gamble Tenn but this is still very new.

There are also states like Iowa and Illinois where no license is required that we operate in. For Illinois we have another new state specific site called gamble Illinois, which again is pretty new. There just literally aren’t enough hours in the day to do as much as we want with the sites.

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  1. What are the good, bad and ugly, if any, about doing business in the USA?

The good is definitely the speed at which the market is moving. The US has a population of over 330 million people and they are nearly all sports mad. The legalization of sports betting only come back in to effect in 2018 so the market is still brand new.

I would say the bad is that sports betting isn’t legal in all states. There are over 20 states now with some form of legal sports betting but these states aren’t all open to affiliates. Some only have in person sports betting, whilst others only have 1 operator that is run by the lottery. As more states open up it will get better and better.

The ugly would be the licensing process. I am not against licensing at all as I think it is a good way to regulate the market. My issue is as a UK business we have to jump through a lot of hoops in some states. No application is the same, they vary from state to state. NJ for example is very easy to do. PA was more complicated. Most states you need a registered business address so things take a bit longer than say the UK where anyone can be up and running in a few hours.

  1. We believe there are others who would be planning to enter the US gaming market in some form. What are the common mistakes that European gaming entrepreneurs could do well to avoid in the USA?

The market is so new in the US for both affiliates and operators so we are all learning and all making mistakes. My biggest piece of advice is don’t take too much on. Focus on one state as each state has different rules about what you can and cant bet on, and also what forms of gambling are available.

  1. With the arrival of vaccines, Covid-19 is slowly moving out of our daily lives. Looking back, was the outbreak a problem or an opportunity for gaming industry as a whole?

Our sites all focused on sports betting so we were affected quite badly. A lot of Affiliates and operators I have spoken to, whose main verticals were casino and poker, have actually come out having done very well. Most sport was stopped including football and horse racing which had a huge impact on the UK economy as a whole. The same thing happened in the US with sports shut down.

Thankfully things seem to be getting better now and hopefully we are near the end of this dreadful period that the whole world has gone through.

The pandemic may have actually sped up the legalization of sports in a lot of states in the US. Like everywhere, governments are looking for ways to recoup the money they have laid out during the pandemic and raising funds through taxes is a very good way of doing this. Several state have actually pushed forward with looking to legalize sports betting as they are relying on the tax benefits.

  1. Finally, what is your take on the role of automation and AI in the affiliate industry?

I’m always a tad skeptical about AI. I think it will definitely have its benefits to some industries but affiliate marketing, I am not so sure. I have seen content written by an AI that is very very good.

If Machine learning can be used to help spot and detect early problem gamblers then I am all for it in that respect.

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Affiliate Industry

Sitebee partners with QMRA

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To help operators and affiliates navigate this complex environment, Sitebee has partnered with Quality Mark Responsible Affiliates, seamlessly integrating legal expertise into Sitebee’s platform.

This collaboration enables Sitebee to offer its clients precise, real-time compliance solutions, supported by QMRA’s thorough understanding of the regulatory frameworks across multiple jurisdictions. With this partnership, Sitebee ensures operators stay informed and equipped to handle the challenges of a rapidly evolving market.

 

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Compliance knowledge rooted in legal expertise

Through the partnership with QMRA, Sitebee offers clients access to an enhanced compliance tool that goes beyond monitoring. Backed by QMRA’s deep expertise in iGaming regulations, the platform now provides tailored legal insights that help operators anticipate and adapt to changing requirements in various regions.

Rasmus Bank Nielsen, Head of Sitebee, remarked: “By integrating QMRA’s extensive legal knowledge, Sitebee empowers our clients with the latest regulatory insights, allowing them to operate with confidence in a highly dynamic market. This partnership gives operators the clarity and foresight they need to manage risk and maintain compliance across all regions where they operate.”

 

Focused on security, efficiency, and insight

As regulatory demands increase, Sitebee positions itself as an indispensable partner for operators seeking clear, actionable compliance insights. With the addition of QMRA’s expertise, Sitebee clients continues to benefit from:

  • Legal clarity on regulatory shifts across jurisdictions, ensuring operators are always informed of important changes.
  • Real-time data that allows for quick, informed decision-making, reducing the risk of non-compliance.
  • Operational efficiency, streamlining the compliance process through automation, so operators can focus on growing their business while minimizing compliance risks.

Steven Vrolijk, LL.M., Director of QMRA, added: “Our collaboration with Sitebee strengthens the ability to deliver reliable, up-to-date compliance insights. By combining Sitebee’s robust compliance infrastructure with our legal expertise, operators can confidently navigate complex regulations and focus on their core business.”

 

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Ahead of the curve in a complex regulatory environment

With QMRA’s legal expertise now a core part of Sitebee, the platform is designed to help operators navigate the ever-changing regulatory landscape. By providing clients with the most accurate and timely compliance information, Sitebee ensures that businesses are not just responding to changes – they are ready for them.

The post Sitebee partners with QMRA appeared first on European Gaming Industry News.

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QiH Group CEO Jamie Walters supports London move for iGB L!VE and iGB Affiliate Awards

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As the international igaming industry prepares for the July 2025 relocation of iGB L!VE to London, show organisers have received another endorsement of the decision to pair the industry’s fastest growing Tier 1 online gaming expo with the iGB Affiliate Awards – the most respected celebration of excellence on the industry calendar.

Following on from the announcement by Richard Moffat, Chief Executive of OLBG, that the company would be supporting iGB L!VE and the iGB Affiliate Awards with its “biggest ever presence at a conference” Jamie Walters, CEO of QiH Group confirmed his support, stating: “Since QiH entered the iGaming affiliate marketplace a decade ago, industry awards and events have been a huge part of our success as a company – both in making meaningful and lasting connections and in discovering new and inventive industry game-changers.

“While Barcelona is a fine city with many merits, I think the continuity provided by the iGB Affiliate Awards remaining in London and running alongside iGB L!VE will maintain the consistent prestige attached to the event. We look forward to attending and seeing everyone there!”

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Naomi Barton, iGB Events’ Global Portfolio Director, said: “The decision to run the Awards as part of the iGB L!VE experience was made in collaboration with key igaming and affiliate stakeholders, and I am delighted that it has been so warmly welcomed by the affiliate community.”

She added: “iGB L!VE’s relocation to London, a city that many regard as being the most influential market in the igaming industry,

will provide visitors and exhibitors with access to new markets, new growth opportunities and new partnerships.

“With an industry that’s growing at an exponential rate it’s imperative that we scale ahead of the market. By moving iGB L!VE and the iGB Affiliate Awards to ExCeL London we will be able to attract more of the people who are most critical to the future development of the igaming industry.”

The post QiH Group CEO Jamie Walters supports London move for iGB L!VE and iGB Affiliate Awards appeared first on European Gaming Industry News.

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2025 Tech Trends Report: Info-Tech Research Group Unveils New Insights on the Future of AI, Quantum Computing, and Cybersecurity

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Info-Tech Research Group’s newly released Tech Trends 2025 report highlights six pivotal trends poised to transform the IT landscape in the coming year. As the pace of technological innovation accelerates and organisations are facing unprecedented challenges and opportunities, the firm’s report provides insights into how IT leaders can harness technologies like artificial intelligence (AI), quantum computing, and cybersecurity while mitigating the risks they introduce.

Historically, chief information officers (CIOs) have been tasked with preserving the integrity of an organisation’s past through meticulous recordkeeping. However, in 2025, the global IT research and advisory firm reports that the role of the CIO will evolve as the focus shifts from maintaining the past to forecasting the future. With the rise of generative AI and the impending era of quantum computing, Info-Tech explains that CIOs will need to increasingly adopt forward-thinking strategies to anticipate and simulate future business scenarios.

‘Across the UK, we’re witnessing a transformative shift driven by technological advancements, including in both AI and quantum computing,’ says Nora Fisher, senior vice president of global market programs at Info-Tech Research Group. ‘Sectors such as financial services and healthcare are harnessing the potential of generative AI to enhance customer experiences and operational efficiency. As organisations continue to embrace AI-driven innovations, balancing data security, privacy, and governance remains a top priority.’

The Tech Trends 2025 report is informed by Info-Tech’s Future of IT 2025 survey. The survey gathered responses from nearly 1,000 IT decision-makers globally between March and July 2024, with contributions from key regions such as the UK, the United StatesCanada, and APAC, and representation from 17 industries, including financial services, healthcare, government, and manufacturing. In addition, expert interviews conducted with representatives from organisations such as the Blockchain Research Institue, Nubinary, Kyield, SAS, Xprize Quantum, IBM Quantum Industry & Technical Services, HP Inc., Voices.com, SWEAR, and the University of British Columbia offer in-depth case studies and real-world examples of how organisations are navigating these trends.

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‘At the intersection of digital transformation and exponential AI growth, IT leaders are entering a new era where forecasting probable futures will be just as critical as reporting on the past,’ says Brian Jackson, principal research director and lead author of the report. ‘Our 2025 Tech Trends report provides a roadmap for organisations to harness AI, quantum computing, and cybersecurity solutions to stay ahead of the curve.’

The six key tech trends identified by Info-Tech Research Group for 2025 are:

  1. AI Avatars and Chatbots:
    Generative AI is making it increasingly difficult to distinguish between human and AI-generated interactions. AI avatars and chatbots, now integrated into many enterprise systems, are transforming user experiences and the way organisations handle customer service, software development, and marketing. However, the rise of deepfakes presents new security threats, raising the need for robust AI detection and defence mechanisms. According to Info-Tech’s Future of IT 2025 survey, 70% of respondents are already using generative AI chatbots, with Microsoft Copilot leading adoption at 78.84%.

  2. Deepfake Defense:
    With the increasing sophistication of AI-generated digital humans, deepfakes are becoming a powerful tool for fraud and misinformation. IT leaders are prioritising AI-powered detection tools and content authentication methods, such as blockchain, to combat the rising threat of AI-powered cyberattacks and ensure the integrity of their data. AI ranks as the second-most disruptive force to business operations, just behind talent shortages, with a disruption risk score of 3.55 out of 5, according to Info-Tech’s findings.

  3. Quantum Advantage:
    Quantum computing has moved beyond theoretical exploration and is now accessible through cloud platforms, enabling real-world business experiments. As organisations begin leveraging quantum hardware to solve complex problems, industries such as media, government, and financial services are leading the charge in quantum investments. Thirty-three percent of organisations in the media, telecom, and technology sectors are investing in quantum computing, followed by 27% in the public sector and 20% in financial services.

  4. Post-Quantum Cryptography:
    With the threat of quantum computers breaking current encryption methods looming on the horizon, organisations must prepare for “Q-day.” The adoption of post-quantum cryptography is now a critical priority, particularly for industries handling sensitive data, such as finance, healthcare, and government. Info-Tech reports that 31% of advanced IT departments plan to invest in post-quantum cryptography before the end of 2025, compared to 16% of average IT departments. This preparedness is critical as organisations face increasing risks from ‘Harvest Now, Decrypt Later’ cyberattacks.

  5. Expert Models:
    As AI matures, organisations are increasingly developing custom AI models tailored to their specific industries. These expert models improve the accuracy and relevance of AI outputs, enabling businesses to derive exponential value from AI investments. Info-Tech reports that 80% of high-maturity IT departments, or “Transformers,” have already invested in AI or plan to do so by the end of 2025, compared to 72% of average IT departments. Higher maturity firms are also twice as likely to expect exponential value from AI by 2025.

  6. AI Sovereignty:
    While AI offers significant opportunities, it also poses risks to industries such as music, news, and customer service. The firm explains in the report that organisations are focusing on balancing AI adoption with governance and control to protect sensitive data, reduce costs, and ensure AI performance. By 2026, more companies will run localised AI models to improve cost-effectiveness and maintain control over their AI initiatives. Privacy and security concerns top the list of factors influencing AI investment decisions, with 65% of respondents citing it as a key consideration.

‘Our survey data and expert interviews show a clear path forward for organisations to not only adopt these emerging technologies but also navigate the challenges they bring,’ says Jackson. ‘By understanding the risks and opportunities associated with AI, quantum computing, and cybersecurity, IT leaders can make informed decisions that will drive both innovation and security.’

As organisations prepare for the future of IT, Info-Tech’s Tech Trends 2025 report provides the strategic guidance needed to stay competitive and secure. From leveraging AI avatars and quantum computing to safeguarding data with post-quantum cryptography, the firm advises that IT leaders must act now to future-proof their operations in the coming months.

Download and read the full Tech Trends 2025 report for more insights for the year ahead.

For media inquiries or interview requests with Brian Jackson, lead author of the 2024 report and an expert on emerging technology trends, please contact [email protected]

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