A closer look at ScandiBet with CMO Anders Hedberg

Interviewing someone at SiGMA doesn’t sound like the best of ideas, but we think the opposite. The event is big, loud and sometimes chaotic, exactly like our industry. Luckily, Anders Hedberg, CMO of ScandiBet, agrees with us and reacted positively to our invitation for a short interview – amidst the chaos – about where we are all going and the things we want from 2018.

These are the questions and answers we managed to salvage from the recorder:

What do you think about niche affiliates websites?
Well, I think this is where the industry is heading both in terms of online casinos and affiliates. I believe we’ll see less and less of affiliates that promote everything from slots to sports, and everything in between in favour of dedicated websites.

Do you think operators need that? What does ScandiBet prefer?
We would love to work more with niche affiliates, primarily because the conversion is better and both parties will see better results.

There’s a lot of consolidation happening at present amongst affiliates. Do you think this is a good or a bad thing?
In my opinion it’s a good thing. For me it’s always important to see the face behind the emails, to have a more personal relationship. Everything happens via email today so having a point of contact through which you can build a fruitful relationship is definitely something positive.

Does ScandiBet have a unique content strategy for its live casino vertical?
As we’re fairly new to the market, I wouldn’t say it’s unique. As we are growing so fast – like a train without breaks – there wasn’t much time to dedicate to specific products. We see ourselves as a multi-brand and, of course, as time goes by we will focus on adding different products to our offering.

What’s your take on the more exotic live table games such as Sic Bo or Dragon Tiger? Are they starting to get a foothold in Europe?
I don’t really know, it might be possible. Take sports betting, for example. Players do not exclusively bet on football anymore so why wouldn’t live casino players look for something different?

Talking about sports betting, do you think cross-selling works better from sports to casino or vice versa?
I would actually say it’s working better from sports to casino, but not based on any facts. Just on my gut instinct.

What are your main markets?
Well, given the name, it’s easy to guess but order of importance would be Sweden, followed by Finland and Norway. Being a Scandinavian brand doesn’t mean that we’re not interested in growing in other markets – like Canada, for instance. There are plenty of Scandinavian hockey players over there and, in their mind, this region is associated with quality, so it makes sense for us. Denmark will also be a focus for us in 2018.

What aspect of ScandiBet are you most proud of?
I would say it’s the brand itself as we’ve worked hard to create our image. Take the logo for instance. Our designers came up with over 350 logotypes, which we analysed and vetted both internally and externally. On top of that, we decided to trademark it, turning us into one of the first brands in the iGaming industry to do so.

Does the ™ help?
It does actually. When you’re the only one in a long list of hundreds of casinos that have that trademark sign, you stand out. And even though not everyone knows what the ™ stands for, they all know it’s a good, serious thing.

On that note, what could we, as an affiliate do to support you, an operator? Now’s the time to be honest!
The thing you guys are doing right now – being here at these events and open to talking to us. I’m not a fan of static business relationships where you pay for something and that’s it.

What do you think providers could do better?
I believe they need to get out of their bubble. They work on creating live games but once it’s released, they should also be available for feedback or advice. I know that today we are not yet in a position to offer it but there are other brands out there, with years of experience, that know what players want. That’s information that could help providers build better games.
Anders wasn’t the only person we spoke with at SiGMA 2017, so stay tuned to our blog for the further insights from top industry players. Follow us on Facebook and Twitter to keep tabs on our updates.


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