Affiliate Interview Series - Aryaman R.

**GPWA Daniel** · 13 August 2024, 1:26 pm

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(This interview was originally published in the July 2024 issue of the GPWA Times Magazine.)

Please tell us about your background, where you grew up, where you live, and how you became interested in the iGaming industry.
I spent most of my childhood in the beautiful city of Jaipur (in India), growing up with two younger sisters who knew how to get on my nerves! Most of my memories from those years, outside of my school life, involved playing or watching sports, not always at a high level but enough to keep me entertained and competitive.

Now, I split my time between Manchester and Delhi, where I run a network of affiliates dedicated to the Indian market and premium advertising campaigns for iGaming and Forex.

My interest in this field first developed during the 2018 FIFA World Cup in Russia when I, along with a relative, opened a bet365 account and started betting online, experiencing the highs and lows firsthand. The IPL match-fixing scandals in India had given betting a negative public outlook, and my exposure to iGaming in Europe equipped me with the motivation to change this perception.

In 2020, I interned at Ingenuity Gaming, where I gained valuable insights into the industry by working in the quality assurance and testing department of online slots. Since then, I've worked with numerous companies in the iGaming industry that have offices in India, regardless of their specific involvement in the industry. These diverse experiences have provided me with a unique understanding of iGaming and the markets I work in, solidifying my interest in this field.

What initially drew you to become an iGaming affiliate alongside your digital marketing career?
I was always drawn towards iGaming. The digital marketing career was due to it. I wanted to create a platform which taught Indian users on how and where to bet, and more importantly, teach them about the various verticals that exist outside of sports.

Plus, I would be lying if I said I did not do it for monetary reasons, as well. I understand the value which lies in this market and with a population of over a billion and over 700 internet users, one can only imagine what kind of future India has!

My digital marketing skills have been my source of strength especially in times like these where Google seems to be as confused as us on what its plans are, and I credit my team for this. Most of our affiliate revenues come from organic traffic and I am pleased to say that our brands are performing well and that is purely due to the digital marketing skills of our team at Mediarun.

We've identified the key factors that drive player deposits in India, allowing us to focus on quality over quantity by prioritizing strategies that attract depositing players rather than just generating traffic. We've optimized our affiliate efforts for higher returns.

What does a typical day in the life of Aryaman Raman look like?
My typical days in India and England are pretty similar. I start by checking the previous day's data on our tracking apps and affiliate backend, followed by wrapping up emails. Next, I have meetings with the SEO and media buying teams to discuss ongoing and future projects. The rest of my day involves collaborating with my team, managing vendors, and working on sales.

After I am done with work, I play squash or hit the gym. If there's an Arsenal match, Indian cricket, or Rajasthan Royals game, I would be most definitely watching it. Evenings are for relaxing with friends, family and the dog, enjoying a filling dinner, and catching up on something to watch. Because we work with international brands, I do end up having some meetings later in the day due to time differences.

You have a diverse portfolio of affiliate sites, covering sports like cricket, Kabaddi, basketball, football, as well as casino games. How do you effectively become knowledgeable in such a wide range of verticals?
Since our inception, our goal has been to diversify and establish a comprehensive network of sites within the market. We have dedicated substantial time and effort to building a strong knowledge base for each vertical, ensuring a deep understanding of the specific information our users require to create new accounts and be aware of the details of each vertical they bet on.

In the sports sector, we employ writers who are genuine fans of the sports they cover, mirroring the passion of our users and understanding what they want. This alignment is a critical hiring criterion. To enhance their expertise and provide valuable insights, we allocate a budget for our writers to spend time playing casino games to improve their proficiency and knowledge.

This approach ensures that our content is not only informed but also resonates with our audience to enhance their overall experience and engagement.

How much does having active and regularly refreshed content help your site with attracting organic traffic and/or converting players?
Our news sections for articles and betting tips are designed not just for player acquisition and traffic, but to deliver genuine value to our recurring users. For sports, we offer meticulously researched match predictions and betting tips and for casino games, we provide articles on improving gameplay and maximizing value. Although these sections demand more time and attention than our main pages, they generate lower traffic and conversions.

What are some of the biggest mistakes affiliates make when it comes to SEO?
Even though it is a clich? there are a lot of mistakes which we all are making constantly. I cannot speak on other brands, but as affiliates we have made a lot of mistakes ourselves.

These mistakes often come when trying to cut corners. These mistakes have been poor selection of links, uninformed writers and most importantly underestimating the users, which means providing a quality product.

How much time do you devote to social media for your sites? What channels are best for iGaming affiliates?
Social media is very important to get your brand across to the users and we devote significant time to it with a dedicated team member. Facebook and Reddit have been the best ones to drive deposit but Instagram has been the best one for brand engagement with many videos (reels) crossing one million views.

The most effective strategy for leveraging social media is through targeted ad campaigns. These campaigns allow us to reach a broader audience and drive deposits and deposit values.

How big is your staff? What is your best advice for managing a staff of employees?
Our full-time staff currently is under 10 employees, encompassing SEO, media buying, content, and social media under one roof. We often collaborate with part-timers and offer internships. My management philosophy is simple: accountability and embracing the freedom to fail.

Each team member knows their responsibilities and understands that failure is part of the learning process. We have grown significantly through our failures, which have taught us more than our successes and empowered us to take calculated risks. Two of our biggest projects succeeded because our SEO team was prepared to fail but fully understood that failure is an acceptable part of innovation.

Please tell us about the iGaming affiliate market in India. Do you expect to try and penetrate other markets in the near future?
The Indian iGaming market has witnessed remarkable growth in recent years, marked by significant increases in CAGR, average time spent, player lifetime value, and user numbers.

Despite the slowdown due to new taxation policies and regulatory challenges, including government bans on several operators and some exiting the market, the long-term prospects remain positive. This optimism is grounded in India's evolving economy and cultural shifts, fueled by advancements in the micro digital economy and changing cultural attitudes toward iGaming.

Moreover, introduction and adaptation of mobile payment methods such as UPI and Paytm have been a game changer where instant transactions of ?.10 are also possible. UPI accounts for more than 76% of the local transactions in the country and is the preferred payment options for 62% online gamers (RMG, video and social). The affiliate market has also been performing well with operators boasting of payments to affiliates in record numbers. Affiliates do not only have to rely on websites but choose to use a multi-channel approach which includes Telegram, PPC, Facebook ads and messaging campaigns.

We do not expect or want to look at any other market, we look at any other traffic which comes in as a bonus. Mediarun’s entire focus is on the Indian market. It is a sports obsessed country which is developing at a very high and fast pace with a population of over 1.3 billion people and 700 million internet users. We are betting on the potential of the market to what it can become in the next few years.

Given the current landscape of the Indian market, with its recent tax changes and regulatory shifts that you mentioned, would you still consider it an emerging market worth exploring for new affiliates?
Yes, I believe that even with the current hiccups with the recent tax changes and shifts in the regulation, India will be an iGaming emerging market for years to come. There is ample time for new affiliates to come into the market and have a shot at becoming successful. Right now, there is no certainty what the government might do so it will be a risk like it is for us, but the upside is huge.

What are the key challenges and opportunities that affiliates specifically face in India as well as other markets?
The Indian market presents a unique opportunity for affiliates due to the lack of stringent regulations. This unregulated environment allows affiliates to implement various marketing techniques that might be considered unconventional in more regulated markets. Brands in India have successfully leveraged these methods to attract players, making the grey market a fertile ground for innovation and creativity.

Another significant opportunity lies in the diverse methods available for player acquisition. Affiliates are not limited to just websites. They can use multiple platforms to reach potential players. To effectively grow a brand, affiliates can utilize a wide range of mediums such as Telegram, YouTube, Instagram, Facebook, and Reddit. This multi-platform approach enables them to cast a wide net and attract a larger audience.

One of the major threats in the Indian affiliate market is the tendency to prioritize short-term gains over long-term relationships with operators. Affiliates often switch from one operator to another based on who offers the highest payout at the moment. This lack of loyalty can be detrimental in the long run, as it undermines the potential for building stable and mutually beneficial partnerships. It is crucial for Indian affiliates to understand the importance of fostering long-term relationships with their partners, which can lead to sustained success for both parties.

Another significant challenge faced by affiliates in India is related to payment issues with operators. There have been instances where players are unable to deposit funds due to payment gateway failures. This not only disrupts the affiliate's operations but also negatively impacts the players' experience, ultimately hurting everyone involved. Addressing these payment challenges is essential for maintaining smooth operations and ensuring player satisfaction.

A major threat to the industry and players is how biassed the affiliates are. I have seen affiliates promote brands for cash and better deals, these sites are not best suited to the players or the geo.

Despite the tax challenges, your sites have experienced a surge in traffic, users, and player values. What factors do you attribute this success to, and how have you adapted your approach to navigate the evolving regulatory landscape in India?
Our brands have achieved significant growth in traffic and user base primarily due to the trust we've built over time. By employing a multi-platform approach to promote our brands, we've gradually gained the confidence of users. They now perceive our brands as safe and reliable for their deposits. This trust has been crucial in encouraging users to engage more with our platforms.

In the past 8-10 months, Google has made substantial changes to its algorithm, favoring the rankings of certain sites. Our highly efficient SEO team quickly adapted to these changes, strategically pushing content on these prioritized sites and followed the ideal practices. This proactive approach resulted in an almost immediate surge in traffic and users for our brands, which has continued to grow over time.

At Mediarun Digital, we understand that effective localization goes beyond language and is more connected with contextual relevance. We have excelled in identifying specific keywords, content styles, and promotional campaigns that resonate with our target audience. By understanding what users are looking for and what motivates them to deposit, we have tailored our efforts to meet their needs. Our focus on deposits and player values as key metrics, rather than just traffic, has been crucial in driving growth. This targeted approach has significantly contributed to the increase in player values and overall engagement on our platforms.

Change is inevitable and the regulatory landscape in India will be changing overtime as the country and the government gets comfortable with iGaming. The changes are on the tax side where operators are the ones who have to deal with the majority of it, as affiliates we just have to accept what there is and move ahead. If and when the government has stable policies on what can and what cannot be used as promotional material, we will adapt and change. The only change is in our earnings where operators will offer lower deals as their costs increase which is understandable.

How do you decide what affiliate programs to work with? What are the keys to a successful relationship with affiliate managers?
We decide on the basis on which campaign performs the best. First and foremost, we make sure that it is a reputed and safe brand and do complete due diligence from a player's point of view. Once that is completed, we have a set of metrics on the basis of which we select a brand. There is also a bit of trial and error to finalize the best performing campaign.

Good communication is the most important factor. We have had brands who are desperate to start campaigns but once they start do not communicate at all, we have to wait for weeks to get on a call. Then there are some who are very attentive and pay attention to detail.

You are a relatively new private member at the GPWA. What prompted you to join?
I joined because I was recommended by another member to join forums and I found GPWA. Joining this has given me a very different global perspective into this world of iGaming affiliates.

I joined initially to sell a domain but later shifted to discuss and understand how other affiliates operate. It has been a very positive experience.

Do you gamble?
I am now an avid poker player playing cash games every Tuesday. I avoid betting on sports because I play more from emotion than make rational decisions. All my bets on Arsenal and Rajasthan Royals winning the title have turned out just as you would expect!

I also play online roulette quite a bit, but what truly got my attention has been Aviator by Spribe and Vikram Betal slot game by TopSpin!

What is your favorite movie of all time and why?
I have truly thought about this question a million times and never come to a conclusion. I would rather give my top 5. My top 5 in no particular order are - The Godfather, Welcome, The Batman, Housefull 4 and Avengers: Endgame.

Most of these have good memories attached with them and are some I really cherish. Welcome and Housefull 4 are nonsensical slapstick Hindi comedies which end up making my laugh so hard my stomach hurts. I was introduced to The Godfather by my grandfather and watching it with him once a year is something I really look forward to. The Batman and Avengers: Endgame are iconic superhero movies with fantastic cinematography and script writing.

What are your hobbies? What takes up your time when you are not working?
Spending quality time with friends and family is a significant part of my life and it is something I am really grateful for. I work quite a bit on my fitness, dedicating four to five days a week playing squash or hitting the gym and going for an occasional swim in the summer. I really enjoy reading about my interests in Indian public companies, being an avid investor and also Indian politics.

I watch my beloved Arsenal, Rajasthan Royals, and the Indian cricket team during their respective seasons and go through the highs and lows of sports with them.

If someone were visiting you for 24 hours and had never been to where you live in India, where would you bring them and why?
I would bring them to Jaipur, a culturally and historically rich city with incredible architectural and scenic beauty. Beyond being a tourist hotspot, Jaipur has much to offer.

I love visiting the City Palace, Hawa Mahal, and Jal Mahal ?three beautiful old forts and monuments. Taking friends and clients who have never been to the city to these places has always been a great experience.

Outside of sightseeing, I would take them to my favorite food spots for Tangri Kebab and Indian-styled burgers, which are must-haves in the city. As the sun sets, a leopard safari right in the middle of an urban city makes for a thrilling experience. To cap it all off, a late-night drive to Nahargarh Fort atop a hill overlooking the city offers an adventurous end to the day.

If you could invite any five people, living or dead, to dinner, who would they be?
Virat Kohli, Amit Shah, Mikel Arteta, Rupert Murdoch and Shashwi Raman (my youngest sister).

Name three things that people reading this magazine don't know about you.
I enjoy cooking, music and Indian politics.

**NoDepositCasinos** · 17 August 2024, 9:55 pm

Thank you for sharing this interview. I was surprised to find out that he doesn't have many years of experience in this field, but I found his respect for his audience, his team, players, and everyone involved in the business to be refreshing. I hope he maintains that spirit over the years and continues to reap the rewards of his efforts.

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