In the rapidly evolving landscape of the iGaming industry, payment security and financial stability are becoming increasingly critical issues. As new operators and affiliate programs emerge and disappear with alarming speed, affiliates find themselves navigating a dynamic environment fraught with challenges. In this context, the debate over listing fees as a potential security measure has gained significant traction.
At the upcoming SBC Summit in Lisbon, the Affiliate Leaders Summit will shine a spotlight on this crucial topic. Elaine Gardiner-Ruddock, Managing Director of TAG Media, who will moderate the “Listing Fees for Affiliates – A New Security?” debate, sat down with SBC to discuss this topic ahead of her panel and walk us through all things TAG Media.
Joining Elaine in this pivotal discussion will be Peter Gunni, CEO of Traffic Lab; Paul Puolakka, CMO of Mr Gamble; and Leanne Muleba, COO of Matching Visions. The session is set to take place at the Feira Internacional de Lisboa on Wednesday, 25 September, from 14:00 to 14:45.
SBC: Hello Elaine, thank you for taking the time for this interview. To start off, could you please provide us with an overview of TAG Media? What distinguishes your company from competitors, and which geographic regions do you primarily serve?
Elaine Gardiner-Ruddock: TAG Media has been operating for over nine years, and collectively, our team brings more than a century of experience in the gaming industry.
This extensive expertise is a key differentiator for us. Additionally, as a fully remote company, we are able to serve clients globally without any geographical limitations.
SBC: How has TAG Media evolved since its inception? What milestones or achievements are you particularly proud of?
EGR: During my three years with TAG Media, one of my proudest accomplishments has been expanding the Client Services team from just two individuals to a robust team of fourteen.
This growth reflects our overall exponential expansion over the past three years. Furthermore, being honoured with the ‘Best Agency’ award and twice receiving the ‘Best Affiliate Employer’ award at the iGB Awards highlights our dedication and hard work, serving as a testament to our collective achievements.
SBC: You’re going to moderate a debate on listing fees at the upcoming SBC Summit. What are some of the key challenges that affiliates currently face regarding payment security from operators?
EGR: Affiliates today face significant challenges regarding payment security from operators, primarily due to the rapid emergence and equally swift disappearance of new operators and affiliate programs.
The competitive landscape has become increasingly intense, with affiliates striving to secure their place amidst a plethora of new entrants. This dynamic environment often leaves affiliates vulnerable, as there is little assurance of payment stability or security.
SBC: How do you see the relationship between affiliates and operators evolving in the context of financial stability and risk management?
EGR: Over the past five years, there has been a notable increase in the demand for listing fees, and I expect this trend to continue.
However, many operators are hesitant about this approach, as paying a listing fee does not guarantee results. Similarly, affiliates face uncertainty regarding whether operators will successfully convert and retain players.
This has led to a current standoff situation. Nonetheless, if listing fees become a mandatory requirement for visibility, I hope that newer operators will focus on improving their product. Often, operators with subpar offerings tend to blame affiliates for poor conversions, when the issue likely lies with the product itself.
SBC: What do you hope the audience will take away from this debate at SBC Summit 2024?
EGR: I hope operators leave with a better grasp of why affiliates are charging these fees now. I also want us to have a good discussion about how we can work together to find the best solutions for everyone involved.
SBC: What are TAG Media’s goals and priorities for the next few years? Are there any new initiatives or projects on the horizon that you’re excited about?
EGR: While I can’t share specific details just yet, stay tuned! Our main priorities right now are to continue providing first-class service and to expand our services and offerings. We’re fortunate to have an amazing team that makes this possible.
SBC: As Managing Director, what have been some of the most rewarding aspects of leading TAG Media?
EGR: For me, the most rewarding part of my job is sharing the knowledge and skills I’ve gained over the years, especially with the younger female leaders in the company. Being a female leader in the iGaming industry comes with its own unique challenges, and I love helping the team navigate and overcome those obstacles.
SBC: With SBC Summit introducing the inaugural Affiliate Leaders Summit this year, focusing on creating a dedicated space for affiliates to network and connect with potential clients, how does TAG Media view this strategic initiative?
EGR: It’s fantastic to see SBC evolving by establishing the Affiliate Leaders Summit. This initiative provides a vital platform for affiliates, recognising their role as the most important channel in customer acquisition. We at TAG Media view this as a great opportunity for industry leaders to connect, share insights, and foster growth.
Source: SBC News