SBC News Voice of the Sports Betting Industry
As the lead generation landscape evolves with each passing year, Blexr stands out not just for its longevity but for its unwavering commitment to putting users at the centre of everything they do.
Since its inception in 2008, the company has carved out a unique space in the industry through a focus on understanding and meeting the needs of its audience.
In anticipation of the Affiliate Leaders Summit and the wider SBC Summit this September, we sat down with Natasa Stojcic, Blexr’s Head of Commercial.
With a career marked by strategic acumen and a passion for enhancing user experiences, Stojcic provides insights into the principles that have guided Blexr’s journey to becoming a major player in lead generation. In this interview, she explores the company’s data-driven approach, dedication to user satisfaction, and the distinctive practices that set Blexr apart in a competitive market.
SBC: What are the most significant milestones Blexr has achieved in the past 15 years since its inception and what do you attribute Blexr’s longevity and success to?
Natasa Stojcic:Apart from portfolio and market expansion, we have established ourselves as a trusted name in the affiliate marketing industry. I have to thank all our partners who have been working with us from the beginning, helping us improve our quality of service over the years. This support has been crucial for our growth and has helped us build those strong relationships.
Last year, we launched an Alternative Dispute Resolution (ADR) service for one of our products—a completely free tool available to both users and operators. It’s the only affiliate-based complaint resolution platform approved by a regulator to operate as an ADR.
We also have a strong company culture that fosters both collaboration and innovation, and we have proven our adaptability to industry changes. This adaptability is key to our longevity and success. Delivering value to both users and partners has been always our focus, and that enabled us to remain relevant.
SBC: Which markets do you currently focus on and how does Blexr identify and approach emerging markets for its web properties?
NS: We operate globally with a focus on European and North American markets. To decide whether to enter a new market and identify untapped potential, we analyse several key factors such as regulations, player behaviour, and the competitors operating in that market. It’s also important to assess the economic situation, potential for growth, as well as the adoption of new technologies and mobile network infrastructure. This is why Africa has been on our radar recently, and before that, LATAM.
SBC: You’ve been working in the gambling affiliate industry for 10 years now. How have you seen the industry evolve over this period in terms of regulations, player behaviour, or other aspects? Additionally, how have these changes influenced your approach and strategies at Blexr?
NS: We work in a fast-paced industry that is constantly changing, and it’s incredible how much has evolved over the last 10 years. Just think about how you use your phone today compared to a decade ago. Users have evolved significantly; they are not only well-informed but also tech-savvy. Today, it’s essential to use data-driven insights to deliver a highly personalised experience and value for your audience. Regulation has fundamentally transformed this industry. While some markets have focused on transparency and user safety, others are cannibalising user experience, pushing users towards unregulated operators.
When it comes to technology, its rapid evolution compels everyone who wants to stay in the game to deliver quality and remain proactive with innovation. Thankfully, the quality of products has improved significantly. Reactive strategies are not the recipe for success if you want to stay ahead of the competition and remain relevant to users in this rapidly changing industry.
And of course, one of the most positive changes, in my opinion, is the increasing presence of women leaders in the industry. You can see far more women in leadership roles across various positions today compared to a decade ago. This shift has brought new ideas, innovation, fresh perspectives, and a more inclusive environment.
SBC: Your website states: “We’re an insight-driven company that makes meaningful sense of all the numbers. We often see patterns and trends where others don’t, and we like that.” Can you share any recent innovations or methodologies introduced by Blexr to enhance its data analysis capabilities?
NS: We do have a BI & Analytics team in-house and recently hired a Data Quality Analyst to ensure our data pipeline is robust, accurate, and efficient. This addition is a great asset to our team, as we need to maintain the highest standards of data integrity, relying on clean, reliable data.
This role will be crucial in monitoring our data flows, identifying any anomalies, and implementing best practices in data governance across all our operations.
I also believe we have a very high level of data granularity today. This helps us identify performance spikes and gaps with better precision and enables us to detect trends that could easily go unnoticed.
SBC: Can you elaborate on the key factors Blexr considers when forming new partnerships with operators?
NS: There are several things we need to assess before deciding if a specific partner is someone with whom we can build a win-win partnership.
An operator’s reputation and alignment with our strategic goals and markets are where we start. It’s crucial for us to deliver value for both the partner and the user, so the quality of offerings, flexibility and collaboration on marketing initiatives are what sets partners apart.
This industry still faces data challenges due to the diverse ecosystem of partners and the use of different platforms, so data sharing is another aspect we consider. Overall, transparency and shared values are the foundation of strong relationships for us.
SBC: How has the remote work model impacted Blexr’s operations and employee productivity?
NS: Overall, the impact has been positive and has made us more resilient in this dynamic environment. I think it has also helped to reach a wider talent pool, while flexibility and work-life balance have improved. Personally, I am a big fan of the remote work model and believe it’s the future. With great communication and strong project management tools in place, everyone will stay on the same page and keep moving forward.
SBC: What are the primary commercial goals for Blexr over the next five years and how can the Affiliate Leaders Summit (part of SBC Summit in Lisbon) help you in achieving them?
NS:First of all, great move choosing Lisbon as one of our conference stops. I’ve called Lisbon home for a few years now, and it deserves to be Europe’s tech hub given the talent you can find here and the overall quality of life. I hope we will continue meeting here annually. SBC set a seriously high standard last year in Barcelona, and I encourage you to keep delivering and raising the bar for the rest. When it comes to our commercial goals, we will continue to improve user experience, invest in innovation and technology and of course, strengthen partnerships with existing partners. We will also continuously grow our portfolio of clients, whether through new products or revenue streams. There’s a lot in the pipeline, but you will have to wait and see!
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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. Get your tickets now (Early Bird Deal is currently available).
Affiliates can apply for a free pass.
Operators can also apply for a complimentary ticket.
