## Leadership Transition: Jon Squires Assumes Control at PokerNews<\/p>\n
The world of online poker affiliates welcomes a new captain as Jon Squires succeeds industry giant Tony G at the helm of iBus Media. In an exclusive dialogue with Gambling Insider, Squires elaborated on the trajectory of affiliate marketing, the remarkable ascent of PokerNews, and the singular task of following in the footsteps of a poker icon.<\/p>\n
Squires brings two decades of expertise in advertising and performance-based media to his new role. His professional journey commenced at the dawn of the new millennium, navigating the exhilarating transition from print to digital media. Armed with an MBA, he immersed himself in London’s entrepreneurial landscape, establishing his own ventures and partnering with fellow innovators, including the now-celebrated Medikidz. It was shortly after departing one of these ventures that an opportunity arose to spearhead iBus.<\/p>\n
When queried about iBus Media’s path, Squires portrays a narrative of development and calculated acquisition. Established 12 years prior by Antanas Guoga, more recognizable in poker circles as Tony G, PokerNews rapidly set itself apart from the conventional affiliate website. Tony G’s profound comprehension of the poker realm, coupled with an emphasis on captivating live coverage and a player-first philosophy, struck a chord with audiences. iBus subsequently acquired two other prominent entities in the poker affiliate sphere: PokerListings, renowned for its SEO mastery and impressive conversion ratios, and PokerStrategy, a well-regarded online poker academy. This strategic growth solidified iBus Media’s standing as a dominant force within the industry, serving a discerning audience of poker enthusiasts and seasoned players. <\/p>\n
Its been a remarkable voyage! Our influence has extended to 30 nations, with consistent publications in 26 tongues. <\/p>\n
Regarding our impact, our sibling company, originally Poker Affiliate World, has widened its scope beyond poker, rebranding as Online Affiliate World. It experienced significant expansion, even challenging PokerNews in scale at one stage. However, the US market shutdown severely impacted them. Fortunately, they’re on an upward trajectory again, recently achieving their highest monthly new client registrations since Black Friday. They currently have around 20,000 affiliate participants.<\/p>\n
You assumed the CEO position in 2013 after Tony G shifted his attention to politics. He’s renowned for his assertive poker personality, but what’s his demeanor as a businessperson?<\/p>\n
He’s among the most astute businessmen I’ve collaborated with. Everyone recognizes him for his forceful, confrontational poker approach. What they don’t perceive is his incredibly prosperous business holdings in Lithuania. He’s akin to the Richard Branson of the Baltic region. He’s popular, intelligent, and can be remarkably convincing. Tony embodies an entrepreneur \u2013 anything is achievable. I believe he’ll ultimately excel as a politician as well. That fervor he displayed at the poker table? He’s directing it towards the European Parliament. I perceive this as merely the commencement of his journey as a highly influential public figure.<\/p>\n
Therefore, since you took charge, what has been your approach to expanding PokerNews? <\/p>\n
Upon my initial foray into the realm of poker, it felt like a gold fever dream. Easy winnings abounded, with everyone riding the crest of the wave. My history, however, was anything but gentle. I hailed from a fiercely competitive environment where securing a single deal demanded relentless effort, often requiring twenty calls. This tenacity, this unwavering determination, became my offering to PokerNews. We meticulously analyzed data, scrutinized expenses, and constructed a streamlined, efficient, and agile entity prepared for any challenge the future might present \u2013 be it the rise of mobile internet usage or the advent of ad-blocking software. And a stroke of luck it was, for we found ourselves ahead of the game in 2013 and 2014, unlike others left scrambling in 2016.<\/p>\n
You inquire about PokerStars. A behemoth, undeniably. Did their market dominance pose difficulties for PokerNews as an affiliate?<\/p>\n
Consider this: monopolies are an inherent aspect of the business landscape. The specific contenders may shift, but PokerStars? They’ve cultivated an extensive domain. Yet, even giants share the stage. 888 remains a formidable force, and GVC? Once they navigate the complexities of their post-merger integration, they warrant close observation.<\/p>\n
However, a crucial point to remember is that poker affiliates cannot be viewed in isolation. They are part of a broader interconnected web encompassing online casinos, sports wagering, and even games of chance like bingo and lotteries. The participants may differ, but the underlying principles, the financial considerations, and the strategic approaches share a common thread. <\/p>\n
What possibilities does PokerStars’ reemergence in the United States online poker market present?<\/p>\n
Annually, a novel game-changer emerges, promising to revitalize the poker sector, be it mobile platforms, Twitch streaming, the Full Tilt acquisition, or the reopening of the US market. I believe the US market will be a treasure trove for Stars – though it has the potential to overwhelm some of the smaller, less established brands if they aren’t cautious. It could prove beneficial for PokerNews as well, given our affinity for live events and the current tournament surge. Therefore, securing coverage of a North American Poker Tour, or witnessing the WPT bolster its US presence with high-profile events, would be highly advantageous for us. We aim to expand the PokerNews Cup into the US this year, and we’re already observing increased confidence from our partners, though the WSOP outcomes will be quite telling at the culmination of it all.<\/p>\n
What is the current state of the affiliate marketing landscape for online poker? What trajectory do you foresee for this market in the future?<\/p>\n
Affiliate marketing previously relied heavily on content generation. We witnessed a significant presence of editorial teams and fundamental technical assistance. With the increasing fragmentation of the market, tightening regulations, and .com platforms no longer participating in global liquidity, I anticipate greater difficulty in cultivating a sustainable, localized player ecosystem. As certain brands reach saturation within the market, attracting fresh players or re-engaging existing ones is becoming increasingly demanding. <\/p>\n
Partners in marketing must elevate their advertising technology. We’re discussing flawless incorporation, everyone, or else, the sector is facing a decline it may not rebound from. Certainly, we’re observing perhaps a 6-8% impact currently, but embracing leading-edge technology can reverse this entire situation. And guess what? We’re providing this technology to all Online Affiliate World content creators without charge. Why? Because we’re united in this endeavor, and we desire to witness everyone optimize their earnings.”<\/p>\n
“You lately procured the fantasy sports platform FantasyWired. What motivated your venture into daily fantasy sports?”<\/p>\n
“There’s significant synergy present. Consider this: card game enthusiasts and fantasy sports participants, they both relish analyzing statistics and determining probabilities. Furthermore, there’s a substantial convergence regarding the viewership and the type of material they engage with. My staff, particularly our lead creative director at that juncture, Matt Parvis, was genuinely enthusiastic about the possibilities. It simply aligned perfectly.”<\/p>\n
“To what degree have legislative shifts in the United States influenced your fantasy sports approach?”<\/p>\n
“We haven’t fully committed to fantasy sports, thus the effect hasn’t been substantial.”<\/p>\n
“How do you envision the trajectory of fantasy sports unfolding in Europe?”<\/p>\n
“We’ve been conferring with some prominent figures in Europe, and I believe it hinges on promotion and accessing that workplace league dynamic. Attracting those casual weekday players, that’s the key, but it’s uncertain how expansive that market truly is.” <\/p>\n
I contemplate a multitude of fantasy sports contests currently \u2013 such as The Sun’s Dream Team and various generic offerings \u2013 garner numerous registrations at the season’s commencement, but participation plummets by 60% to 80% as soon as the leaders materialize. Should Daily Fantasy Sports unearth an ingenious method to consistently replicate that initial enthusiasm, it will undoubtedly achieve triumph.<\/p>\n
You perceive that card game enthusiasts are more knowledgeable \u2013 does this imply they are more challenging to transform into paying customers compared to gambling enthusiasts because they possess a greater understanding of the house’s commission structure?<\/p>\n
It’s accurate that online wagering enthusiasts are arguably more spontaneous, but card game aficionados are intensely devoted, as demonstrated by their recent irate responses to alterations in their preferred commission or loyalty program.<\/p>\n
What are the most significant obstacles and prospects confronting iBus Media in the coming years?<\/p>\n
Our most substantial impediment moving forward is ensuring we have the appropriate personnel in the appropriate roles. We currently possess an exceptional team. I am perpetually apprehensive about expanding the team because it consumes a considerable duration to reinstate the favorable atmosphere we presently enjoy if we onboard unsuitable individuals. Nevertheless, it’s arduous to locate individuals possessing the specialized proficiencies within this domain, thus we are compelled to recruit externally. We are perpetually seeking exceptional talent, but not every individual is a suitable match, correct? <\/p>\n","protected":false},"excerpt":{"rendered":"
## Leadership Transition: Jon Squires Assumes Control at PokerNews The world of online poker affiliates welcomes a new captain as Jon Squires succeeds industry giant Tony G at the helm of iBus Media. In an exclusive dialogue with Gambling Insider, Squires elaborated on the trajectory of affiliate marketing, the remarkable ascent of PokerNews, and the […]<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\n