In this exclusive interview with SBC News, Jimmi Meilstrup, CEO of Vita Media Group, reflects on the company’s remarkable growth and its role in shaping the future of affiliate marketing.
The interview comes ahead of the company’s participation in the Affiliate Leaders Summit, part of the wider SBC Summit taking place at Feira Internacional de Lisboa from September 24 to 26.
Founded in 2016 as a small startup, Vita Media Group has since expanded into a major player in the iGaming industry, known for its innovative strategies and award-winning performance. Meilstrup shares insights into how the company has embraced AI to enhance lead generation and customer retention, as well as the importance of tailoring marketing efforts to specific regions and audiences.
Looking ahead, Meilstrup discusses the company’s plans for geographic expansion and delves into cutting-edge technologies like blockchain and virtual reality, which he believes will revolutionise paid media and retargeting strategies.
SBC: Vita Media Group was founded in 2016. Now, eight years later, where does the company stand in terms of growth and development? What is your main focus at this stage, and which geographic regions are you currently targeting for expansion?
Jimmi Meilstrup: Vita Media Group started as a small garage project. The very first pillar of our business was to create the ultimate lead generator.
Now, eight years down the road, we are still not there, but I’m proud to say we’ve made significant strides towards that goal.
Our growth has been nothing short of remarkable. We’ve spent many years testing and optimising. And this was a process we repeated many, many times. Finally, we can say that it has paid off. Vita Media Group has been crowned twice Casino Affiliate of the Year.
We’ve expanded our portfolio of brands, significantly increased our market presence, and consistently delivered value to both our partners and end-users. This journey hasn’t been without its challenges, but precisely these hurdles have shaped us into the agile and innovative company we are today.
Currently, our main focus is on deepening our technological edge. We’re investing heavily in AI and machine learning capabilities to enhance our lead generation and customer retention strategies. This tech-forward approach allows us to stay ahead of the curve in an increasingly competitive landscape. However, even with all the new cool AI tools and integrations with our internal systems, it is the training of our team that enables us to understand how to use these technologies efficiently and stay competitive in the market.
As for geographic expansion, I would say two things. First, the US is obviously the hottest market right now with aggressive expansion. We are closely following the regulations, and once the air is clear, we are taking a further step in the said market. And secondly, we are looking to strengthen our current markets such as Europe, Canada, and Latin America, and to diversify the verticals even more!
We’re not interested in a one-size-fits-all approach. Instead, we’re committed to tailoring our offerings to meet the specific needs and preferences of each market we enter. Each market has different consumer habits, cultural nuances, and competitive landscapes. For instance, we carefully study the local favourites in terms of products or services, payment methods, marketing channels, and trends. We strive to understand the unique expectations and pain points of our target audience in each location.
Moreover, we remain sensitive to the local regulations, customs, and etiquette, and make it a priority to comply with relevant laws, policies, and industry standards. By partnering with local businesses and organisations, we are better able to navigate these complexities and foster positive relationships with our customers, suppliers, and other stakeholders.
We believe that our tailored approach allows us to effectively penetrate new markets and resonate strongly with consumers, providing them with the best possible experience and, ultimately, ensuring our success in diverse environments.
SBC: How does Vita Media Group leverage paid media retargeting to enhance the effectiveness of its lead generation efforts? What strategies do you use to maximise the ROI of paid media campaigns in lead generation?
JM: Retargeting is a complex topic. Interacting with a certain ad or site is not a very strong signal. At Vita Media Group, we’ve found that the key to effective paid media retargeting lies in understanding the user journey. We’re not just throwing ads at people who’ve visited our sites; we’re crafting personalised experiences based on their interactions and interests.
We analyse user behaviour across our network of sites and use this data to create highly targeted retargeting campaigns. This might mean serving different ad creatives to users who’ve shown interest in sports betting versus those more inclined toward casino games.
The key to maximising ROI is very simple – constantly testing and refining campaigns. Understanding the true impact of each touchpoint in the user journey matters the most. This allows us to allocate our budget more effectively, doubling down on what works and quickly pivoting away from underperforming strategies.
SBC: What innovations in paid media do you believe will shape the future of lead generation in affiliate marketing?
JM: As virtual and augmented reality technologies mature, we’ll likely see new ad formats that blur the line between content and advertising. Platforms are heavily invested in finding ways to place ads where users will find them with the biggest value. We’re moving towards a world where every ad impression is not just targeted but truly tailored to the individual user’s preferences and context.
Imagine a VR sports betting experience where users can place bets in a fully immersive stadium environment–that’s the kind of innovation I’m talking about.
Another area I’m watching closely is the integration of blockchain technology in paid media. This could revolutionise how we track and attribute conversions, providing unprecedented transparency and eliminating fraud in the affiliate ecosystem.
Lastly, as privacy regulations evolve, we’ll likely see innovations in cookieless tracking and targeting. This will push the industry to find new, privacy-compliant ways to deliver relevant ads and measure their effectiveness.
SBC: Now onto the hot topic: AI. What role does AI play in enhancing the precision and effectiveness of your campaigns?
JM: We’re leveraging AI across the entire campaign lifecycle, from copywriting and analysis of creatives to identifying potential spam filters and threats, and much more.
AI has become a really good assistant to our team members in analysing historical data and predicting what will work best for different channels and audience segments. It is especially interesting to observe how large language models help us customise our approach in certain markets and specific audiences. With enough data and constant work on prompt engineering, we are reaching users in ways that were previously achievable, but with a far lower success rate.
Perhaps most importantly, AI is revolutionising our approach to personalisation. We’re using natural language processing to analyse user interactions across our sites, which feeds into our machine-learning models to create highly personalised user profiles. This allows us to serve content and offers that are truly relevant to each individual user.
In particular, AI enables the display of dynamic content that adapts in real-time based on user preferences and interaction/behavioural data. Our algorithms constantly analyse and update user profiles, so the content and recommendations evolve as users engage with our platform. This level of personalisation not only creates a more engaging experience for the user but also increases the relevance and effectiveness of our marketing and promotional efforts.
By leveraging AI for personalisation and dynamic content, we are better equipped to anticipate the needs and desires of our users, allowing us to forge stronger connections and enhance satisfaction within our audience.
SBC: Vita Media Group combines traditional affiliate marketing with innovative strategies. What are some key differences between your approach and more conventional methods? How do you maintain the balance between innovation and the proven techniques of traditional affiliate marketing?
JM: At Vita Media Group, we believe in taking the best of both worlds–leveraging the proven techniques of traditional affiliate marketing while constantly pushing boundaries with innovative strategies.
One key difference in our approach is our focus on creating value-added content. While traditional affiliate marketing often relies heavily on promotional content, we invest significantly in producing high-quality, informative content that genuinely helps users make informed decisions.
Another innovative aspect of our strategy is our multi-channel approach. We don’t just rely on websites; we’re actively engaging users across various platforms – from social media to mobile apps. This allows us to meet users where they are and provide a seamless experience across touchpoints.
We’re also pioneering the use of gamification in affiliate marketing. By incorporating game-like elements into our platforms, we’re able to increase user engagement and drive higher conversion rates.
SBC: Having been recognised multiple times through industry awards, what do you think are the key factors that set Vita Media Group apart from its competitors? How do you plan to maintain and further this success in the coming years?
JM: It’s truly an honour to have been recognised by the industry, and I believe it’s a testament to the hard work and innovation of our entire team at Vita Media Group.
I think there are several key factors that set us apart. Firstly, I would say that being an agile organisation allowed us to test different models and strategies over time. We kept and upgraded what worked, and cleared the clutter. If it can be summed up in a single definition, then I would for sure say that we strive to create deep value both for our clients and for our users.
Our diverse portfolio of brands is also a significant strength. It allows us to cater to a wide range of user preferences and provides valuable promotion opportunities.
Lastly, but probably most importantly, I believe our company culture sets us apart. We have two offices, one in Copenhagen, and the second one in Skopje, which function as a single system in complete sync. This specific team energy has kept the company going, breaking records, and setting new expectations. I like to think about us as more of an innovation hub, rather than a company. People come in, create something together, test, and then we all mutually celebrate the milestones.
As for maintaining and furthering our success, I would say our strongest asset is that we are entrepreneurs at heart. We don’t settle with the status quo. We like challenges. As long as we keep this attitude, I believe we will witness even better numbers and achievements in the future.
Throughout the years, we have been working on a vision to become the ultimate European lead generator. Step by step, we’ve expanded in different regions, and we are tapping into new verticals. Ultimately, our goal is not just to maintain our position but to continue raising the bar for the entire industry. We want to be at the forefront of shaping the future of affiliate marketing in the iGaming space.
SBC: As you prepare to attend the SBC Leaders Summit, the Affiliate Leaders Summit, and the wider Summit, what specific goals do you have for these events? Which stakeholders are you most interested in connecting with to drive Vita Media Group’s future initiatives?
JM: First and foremost, we are extremely excited to join the SBC Summit in Lisbon. Over the years, SBC has become such a meaningful podium in iGaming where sharing knowledge, but also expanding the network is a pleasure. It is a one-stop place to hear what affiliate companies are doing, how to overcome new regulations, strengthen relationships with operators, and probably the most pleasing of it all—have fun!
This time, we are looking to discuss paid media models and how operators can benefit from our data points collected over 8 years.
On the internal part, we are looking forward to hearing premium insights during the Affiliate Leaders Summit and bringing them back to the team.
These summits are more than just networking events for us–they’re a crucial part of our strategy to stay at the forefront of the affiliate marketing industry. We’re going in with an open mind, ready to learn, share, and forge the partnerships that will drive the next phase of Vita Media Group’s growth.
__________________
Join the SBC Summit at the Feira Internacional de Lisboa from September 24-26, where 25,000 sports betting and iGaming industry professionals will converge for three days of networking and educational sessions led by over 450 senior decision-makers.
Affiliates can apply for a free pass.
Operators can also apply for a complimentary ticket.