Speaking to iGaming Expert, David Pome, founder and CEO of BetAndSkill, explains how the firm’s user-centric approach has enabled it to thrive for nearly two decades in a constantly evolving industry.
Having recently attended SBC Summit 2025 and the Affiliate Leader Summit, Pome also discussed adapting to the rapidly changing technological climate, navigating the evolving UK regulatory landscape, exploring the rise of crypto betting, and identifying new opportunities in emerging markets.
Affiliate Leaders: Hi David, thanks for joining us today. To start off, could you tell us a bit about your journey into the affiliate space, how BetandSkill.com came to life and what inspired you to take that leap?
David Prome: BetAndSkill was born from my passion for sports and gambling.
At the beginning, it was simply a side project to test my skills as a computer scientist while I was at university. It seemed like the perfect way to combine my love for sports and betting with my education.
In 2010, after receiving great feedback from users, I attended my first conference in London. That was the moment I realised I could turn this passion into a real business. From there, our ambitions grew, and we haven’t stopped since.
AL: BetAndSkill has been online since 2007. What’s been your secret to sustaining that longevity?
DP: Since it started as an amateur project with no costs, I was in a fortunate position where I didn’t need to chase profits. That allowed me to focus entirely on meeting user needs from day one. I’m very proud that 15 years later, our philosophy hasn’t changed, and our user-first approach remains the key to our longevity.
Another crucial factor has been surrounding ourselves with experienced and motivated collaborators. Maintaining a consistently high standard of work has earnt us positive feedback from both users and search engines, while building the trust that keeps people coming back.
AL: The affiliate industry has been heavily impacted by rapid technological change – from Google algorithm updates to the rise in AI tools like ChatGPT. How are you adapting to these shifts, and what’s been the biggest challenge so far?
DP: Technology is constantly evolving. While it creates new opportunities, it also forces us to adapt almost daily. That can be frustrating, but I’ve come to see it as part of the game.
Many in the industry are focused on catering to every Google update, but it isn’t always the best business strategy. So I try to keep a broader, long-term vision. If you stay committed and produce quality work, results eventually follow.
AI is another big challenge. I don’t believe it will replace traditional search engines completely, at least not in the near future, but it is an area where we are paying close attention to. Adaptability is key in this sense, and our goal is to ensure that our content can be cited by AI tools while also remaining strong on traditional search engines and social platforms.
AL: The UK remains your core market, even as regulation continues to tighten following the Gambling Act and white paper. What’s kept you focused on the UK – and how have these recent changes affected how you operate or engage your audience?
DP: Over the past decade, UK gambling regulation has created a healthier environment and provided stronger player protections. At BetAndSkill, we’ve always supported these initiatives, which have helped clean up the affiliate sector by removing sites that promised easy money but ultimately damaged the industry.
The UK’s regulatory framework has kept the market one of the strongest in Europe and an example for others to follow. That said, I believe some of the latest reforms have disrupted the balance between player freedom and regulatory control. When that balance tips too far, it can have counterproductive effects, something we’re monitoring closely.
AL: You’ve partnered with major brands like Coral, BetMGM, Betfred, and William Hill. What do you look for in a successful partnership – and how do you ensure the relationship delivers value for both sides?
DP: We’re proud to have partnered with some of the industry’s leading brands over the past two decades. All our partnerships are built on fairness, respect, and collaboration. We only work with operators who provide stability and take player welfare seriously, because that ultimately delivers the best results for everyone.
We continuously review every operator we work with to make sure they meet our standards. There have been times when we’ve had to end profitable partnerships because an operator started treating customers unfairly. It’s never easy to walk away from revenue, but protecting our users is non-negotiable.
AL: You’ve started covering areas like crypto betting. What’s your approach to exploring new trends – and how do you decide if they’re worth building into the site?
DP: Crypto betting is one of today’s biggest trends and likely a big part of the industry’s future. As institutional adoption grows, regulators in established markets will eventually have to consider crypto payments. Ignoring change is simply not an option.
At BetAndSkill, we’ve started promoting crypto operators as an option for users in jurisdictions without regulatory restrictions. In the coming months, we’ll also launch a ‘Crypto Education’ section to help readers understand both the potential benefits and risks. To ensure players are protected, we apply even stricter checks to crypto operators than we do with traditional ones before recommending them.
AL: SBC Summit debuted two new stages this year, global and emerging markets, highlighting the global appeal of the event. Which markets are you most excited about right now?
DP: Emerging markets hold enormous potential, and the two new stages at SBC Summit were invaluable for exploring that. The UK will remain our core market for now, but with the help of geotargeting, we’re increasingly looking at North America and LATAM, which seem like the most promising opportunities.
We’re also keeping a close eye on the Middle East, India, and Asia. And as an Italian, I’m particularly curious to see how the Italian market develops after the recent regulatory changes.
AL: Finally, you joined us at the Affiliate Leaders Summit last week. What did you most enjoy about the summit, and what role do you think gatherings like this play in shaping the affiliate industry?
DP: The Affiliate Leaders Summit was a very pleasant surprise. Beyond the flawless organisation, it was extremely valuable from a business perspective. I was able to strengthen relationships with existing partners, meet new collaborators, and exchange ideas with professionals from all over the world, all in a relaxed yet professional setting.
The expo area was also inspiring, giving us a clear view of where the industry is heading. Events like this bring together top companies and professionals, helping the industry move forward while striking the right balance between business, entertainment, and social responsibility.
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SBC’s Affiliate Leaders community brings together a vital segment of the iGaming industry, empowering affiliates to connect, share insights, and explore challenges and opportunities within the sector. Built around information exchange, Affiliate Leaders offers exclusive benefits, including speaking opportunities at SBC events, interview features, VIP dinners, and complimentary access to all SBC events globally, amplifying affiliate voices in the iGaming discussion. Apply for membership.
