Interview with Peter Gunni
Meet the Chief Commercial Officer of Traffic Lab, Peter Gunni: A father, an ex-soldier, and an affiliate marketer. After his career in the military, he utilised his skills and discipline in iGaming affiliation. And in our interview, he shares his insights about Traffic Lab’s success, and overall industry.
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Hello Peter, thank you for joining us in this interview. As usual, for those who are not familiar with you - could you please tell us about yourself?
Absolutely, thank you for having me. My journey in the iGaming industry began over six years ago, and it’s been a thrilling and bumpy ride. My initial introduction to iGaming came through my background in the military, which instilled a competitive discipline and a strong work ethic in me. I clearly remember the day Sebastian introduced me to affiliate marketing and tried to explain it using salt & pepper from a dinner table.
At the point, it was a priority to have Denmark as a base, as living in a rucksack throughout deployments wasn’t a long-term plan. I transitioned into iGaming affiliate marketing, and that’s where I first crossed paths with Traffic Lab. The place of high passion with a cohesive competitive atmosphere immediately caught my attention. Inspiring people to achieve the unimaginable has always been my priority, as so many have kept inspiring me in this industry.
Since you have worked in key roles for more than six years, I think there could be almost nobody to explain what Traffic Lab does better than you. Overall, how would you describe Traffic Lab to us? What are your traffic sources, and which markets you operate in?
Traffic Lab is an industry-leading affiliate marketing company that specializes in driving high-quality traffic to online casinos and gaming platforms. Our success lies in our ability to harness cutting-edge technologies, data-driven strategies, and deep industry knowledge. We are extremely proficient in asset optimization and can operate in a phase we set, as we are a self-funded company. We mainly work with SEO, but also utilize paid media and email marketing. Our multifaceted approach provides us with an optimal risk diversion and testing environment to make informed strategic decisions based on data. I would actually go so far as to say that our way of optimizing casino exposure is one of the best in the industry. To mention a few of our assets: Kasinohai, Uusimmatkasinot, Bogdan Cazino, Casino Bernie, and Casino Crawlers.
Overall, how can an online casino start working with Traffic Lab? Are there any conditions that you’d like the brands to meet?
We do operate under some set-in-stone rules, which are as follows:
1- The operators need to have a license.
2- The operators need to have an Affiliate system attached.
3- There needs to be a “No Negative Carryover” NNCO in place.
4- Payment is done via bank wire, as we do not accept crypto payments.
On top of that, there are always factors that help. We do have a high demand from our assets, with a finite amount of casino exposure. Casinos will always have a testing period on our new casino pages, and afterward, our machine learning takes over to rate each casino based on customer data. While there are strict conditions, we do prioritize partnerships with brands that align with our values, have a solid reputation, and share a vision for long-term growth. We believe in the power of mutual trust and transparency, which forms the foundation of successful collaborations. Online casinos interested in partnering with us can reach out to our Head of Account, [email protected], and he will guide them through the onboarding process.
As an affiliate, how do you see the current state, and the future of the iGaming industry? Do you think the market is saturated and the pie is getting smaller?
The iGaming industry is undoubtedly competitive, but it remains robust and full of opportunities. While some markets may be maturing, others are emerging with tremendous potential. Rather than a shrinking pie, I see a dynamic landscape where innovation and adaptation are keys to success. There is a tendency of the bigger affiliate growth patterns are exponentials, which leaves little room for newcomers, but there is always a way.
Is there any “the next big thing” coming by Traffic Lab? Shall we expect some groundbreaking news in 2024?
We are breaking down 2023 by setting up shop in a new office in Denmark as we continuously evolve our company culture. This provides us a unique opportunity to take a deeper dive into innovation and explore new ways to deliver outstanding results for our partners. While I can’t reveal specific details just yet, you can certainly expect exciting developments and groundbreaking news from us in 2024. Stay tuned for updates!
Going back to a personal conversation a bit - if you could change something about the industry, what would that be?
A more professional data transparency, with forced payments by affiliate systems. Actually, I think affiliate systems play a much larger role than they expect. They continue to optimize their product with UX updates, while, in reality, this is a tiny fraction of what we need. Data connectivity on a customer level would mean we could limit the endless amount of tracking links needed to optimize every single exposure of a casino. Some systems do have UTM parameters, which do help, but often don’t have proper API solutions in place. Lastly, payments… payments, payments & more payments. It’s incredible we are in an industry where you need to have a team in place just to chase payments for the traffic you deliver.
Enough complaining 😉 Proper data transparency would enable both operators and affiliates for more value, especially saturated brands whose investment proposition can be challenging. This way, we can collectively contribute to a less frustrating and more sustainable iGaming ecosystem.
How do you think newcomers can improve themselves in the iGaming affiliation? What would you recommend them to do in order to achieve remarkable results?
For newcomers in iGaming affiliation, I recommend staying curious and open to learning. Start by understanding and picking your niche, and stick to it. This doesn’t mean you can’t test multiple areas, but focus on building your foundation first. Remarkable results come from continuous improvement and adaptability.
Thank you for your time and insights you shared, Peter. Are there any last words you’d like to share with us?
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