SBC News Voice of the Sports Betting Industry
With iGB Affiliate London 2023 taking place at ExCel London on 9-10 February, we caught up with Triston Smook, Head of Affiliates at Betsson Group Affiliates, to discover what he is looking forward to at the event.
His team has plenty planned for the two days. As well as promoting the scheme that won the Best Affiliate Program honour at the SBC Awards 2022, they will be running the ChallengeYourSkills football shoot-out at stand L30, with a host of prizes up for grabs.
SBC: How do you prepare for an event as important as iGB Affiliate London?
Triston Smook: As the Head of Affiliates at Betsson Group, preparing for events like iGB Affiliate London is a top priority. Our Senior Operations Manager works tirelessly to ensure we make the most of every opportunity at the conference.
Almost straight after the previous year’s event, she sets out detailed plans to get the stand design where it needs to be, plan the logistics, marketing, and the merchandising. Starting three months before the event we coordinate our travel plans, set up meetings with potential partners, and craft engaging marketing materials to promote our attendance at the conference to our partners.
During our time in London, our focus is on making meaningful connections – re-energising our ties with existing partners, as well as establishing business with new ones.
We understand that time is precious, so we carefully plan and prioritise our meetings to maximise the outcome for us and for our partners. To make a lasting impression, we also incorporate entertainment and fun into our schedule to leave our partners with a memorable experience.
SBC: What will be your main duties and priorities at iGB Affiliate London?
TS: The team is responsible for promoting all the Betsson brands, meeting with existing and new affiliate partners. Our primary focus is on driving growth and generating new business opportunities for our affiliate partners.
We set high expectations for ourselves and are committed to delivering on our goals. To achieve this, my team and I will all be participating in a series of scheduled meetings across both days. We’ll be using this time to showcase the benefits of partnering with BGA and to discuss how we can work together to drive results.
When we are not in meetings, we will be available to network and engage with visitors to our stand. We will have a bar serving refreshments, fun entertainment with prizes, and an open and welcoming attitude to anyone who stops by.
SBC: What are you looking forward to most at this year’s event?
TS: This year, I am particularly looking forward to several things. First and foremost, I am eager to see our new stand design and to showcase our award-winning affiliate program in a fresh and engaging way. I believe that our new design will help us to make a strong impression on visitors and to foster even more meaningful connections with potential partners.
I am also looking forward to the opportunity to meet with our existing and new affiliate partners face-to-face. We spend a lot of time building strong, professional relationships with our partners, and an event like iGB Affiliate London gives us a chance to put a face to a name and deepen these relationships. There are also a few important strategic conversations that need to take place with stakeholders eagerly waiting for the outcomes back at home base.
It’s also great to see how far the industry has grown in a year, seeing new brands for the first time, hearing about tools and technology to advance our business, and discovering new trends. I am eager to learn and grow, both personally and professionally.
SBC: Where can we find Betsson Group at iGB Affiliate London?
TS: Betsson Group Affiliates will be at stand L30 and we will be there Thursday and Friday early till late. Whether you’re a new affiliate partner or an established partner, we would love the chance to connect and to share the new and exciting opportunities available through our program.
So, if you’re attending iGB Affiliate London, be sure to stop by stand L30 to meet with us and to find out more about why our affiliate program is one of the best in the industry. We look forward to seeing you there… and entertaining you!
SBC: What’s your favourite iGB Affiliate London memory?
TS: One that stands out in particular is the conference back in 2011. It had a truly unique atmosphere, with a carnival-like energy and a lot of special marketing initiatives in play. Although the landscape of the conference has evolved and become more professional since then, I still have fond memories of that time and the fun atmosphere there.
The prices have also evolved – I still recall the price of a semi-large stand being around £10,000, which barely covers the cost of flights and accommodation for most teams these days.
Additionally, I also recall the beautiful weather we experienced at last year’s conference, which made the event even more special as I can honestly say it was the best week of weather I ever experienced during LAC. I have the photos to prove it, 25 degrees, blue skies, and sunshine… but then again it was not in February!
SBC: What is your typical post-iGB Affiliate London activity? What are you doing right after the exhibition?
TS: I can tell you that our team is always busy during iGB Affiliate London. We have a packed schedule filled with meetings, dinners, and awards evenings. After two intense days of non-stop discussions and negotiations, we like to take some time to unwind and recharge.
This year, we are looking forward to grabbing a few drinks with our team at a traditional English pub, relaxing and sharing a few laughs before we head back home. It’s a great way to close out a successful event and recharge for the next one.
To book a meeting with the Betsson Group Affiliates team at stand L30, contact them here.
