Alexa Bond, Head of Affiliates at N1 Partners

GBC Time has interviewed – Alexa Bond, Head of Affiliates, N1 Partners, a multi-brand affiliate program that includes over ten high-converting online casinos and betting brands.

Could you introduce us to your affiliate program at N1 Partners? What are your primary GEOs, and which traffic sources do you prefer for affiliates?

N1 Partners is an established and fast-growing affiliate program in the gambling industry, offering a diverse portfolio of over ten brands, including recent additions like RollXO, RetroBet, SlotLords, SpiritCasino, and SlotMafia. Most brands are licensed in Curacao, ensuring compliance across various markets. Each project is customized to meet the unique needs of different geographic regions, with localization, 24/7 multilingual player support (in English, Russian, German and more), and adaptable website design to match regional preferences.

Recognizing the importance of flexible payment options in the iGaming market, N1 Partners supports various payment methods, including cryptocurrency, which is a key advantage of the Curacao licence. This approach benefits both players and affiliates, enabling seamless transactions and global reach.

Our primary focus includes Tier 1 markets such as Germany, Austria, Switzerland, Norway, Ireland, Italy, Australia, New Zealand, Canada, and Slovenia, where we have built a strong presence over the past six years. While we do not restrict our operations to specific regions, our dedicated teams work across all markets to maximize results. By offering new brands and proven conversion strategies, we ensure consistent growth and profitability for both our partners and ourselves.

How does N1 Partners support its webmasters? Could you tell us more about the tools and resources available to affiliates?

At N1 Partners, we provide equal support to all partners, from individual webmasters to large affiliate teams, regardless of experience or size. Each partner receives comprehensive services, including a dedicated affiliate manager for personalized assistance. We guide partners through registration, setup, and campaign optimization while providing essential marketing materials and resources to maximize traffic.

Whether you’re new or experienced, N1 Partners ensures every affiliate has the tools and support needed to succeed, fostering strong relationships and growth opportunities for all.

Our affiliate managers provide the following support to partners:

Clear terms and payment forms for traffic, established before the campaign starts.
Ongoing monitoring and consultations, with technical specialists available if needed.
Ready-made advertising materials like banners, logos, and thematic landings for maximum conversion.
Detailed information on traffic quality, with support from our analytics team.

Partners gain access to a personal account on our affiliate platform with a user-friendly interface and essential tools for tracking results, including:

Flexible campaign and ad setup options to attract traffic.
Detailed statistics on traffic activity.
Options for setting up postbacks and integration via the affiliate API.
Detailed financial reporting on the account, including payments for traffic and various withdrawal methods.
A flexible system for setting up transactions (commission plans) to align fully with payment terms.

What initial offers do you provide to new affiliates joining the N1 Partners program?

To keep it brief, our approach at N1 Partners is tailored to each webmaster or team’s specific geographic region and traffic source. Generally, we prioritize offering our newest brands first to achieve optimal results and minimize any potential loss in conversion rates. Alternatively, we may recommend brands that have recently entered new markets and are already performing well. This targeted strategy ensures we consistently align the right brands with the best opportunities, maximizing success for our partners.

How do you attract new webmasters to your program? Do you actively search for partners at conferences and in chats, or do new affiliates usually approach you first?

At N1 Partners, we operate on three core principles: reliability, transparency, and security. We see each affiliate not as just another account, but as a valued partner with whom we build lasting business relationships. This commitment to strong, long-term collaborations is central to our approach with affiliates.

Although the affiliate market is vast, it often feels closely connected, as relationships and networks play a crucial role. Recognizing this, we actively participate in large and small industry events and conferences, allowing us to meet current partners face-to-face and connect with potential new affiliates. Our dedicated lead generation team also uses specialized tools and strategies to attract new partners, ensuring the continuous expansion of our network.

With over six years in the market, our established reputation and portfolio of successful brands serve as a powerful word-of-mouth asset, enhancing our visibility and credibility. Online, we maintain an active presence on social media, sharing announcements and updates to engage a broader audience, further strengthening our connections and attracting new partnerships.

We never overlook our existing partners, prioritizing relationship-building with them. We warmly welcome them at our booth, where they can receive a thoughtful, custom gift that is both practical and enjoyable.

Now, we’re preparing for SiGMA Europe in Malta, and we invite everyone to visit our Booth 2133 to make the most of the event and gain valuable industry insights.

Additionally, we make time for gatherings where partners can share experiences and insights. These interactions are invaluable, fostering a sense of community and driving mutual growth.

Do affiliates tend to use your provided marketing materials, or do they often create their own? Which approach tends to be more successful?

For landing pages, N1 Partners takes full responsibility for their effectiveness. As we work closely with our products and monitor analytics for each partner, we’re always equipped to recommend the best solutions. While we offer universal options, we remain open to feedback and suggestions, as we value our affiliates’ input to continually improve our products and marketing materials.

Regarding creatives, there is no one-size-fits-all approach that guarantees success across all markets. Audience preferences can vary significantly by region and evolve over time. To address this, we prioritize in-depth analytics and research to gain insights into audience interests, preferred colours, and popular games or slots.

Effective creatives typically feature:

Popular games and slots that resonate with players.
High-quality animations presenting engaging offers.
Limited-time promotions or bonuses to drive action.
Emotionally engaging content to capture attention.

Creatives are often created by partners, since they can test different options and choose what works best in each region. We always share our experiences and insights to support them in this process.

How would you describe the role of an affiliate manager in the gambling industry today? What unique challenges does the role present, and what factors are crucial for successful campaigns?

That’s a great question, as I recently discussed this on my social networks.

After working in this industry for a while, I’ve found many benefits to this job that can help people advance in their careers. However, there are also challenges to consider.

Here are some pros and cons I’ve observed. I hope they help those considering a future in this exciting and unpredictable industry.

Pros:

Networking Opportunities: The industry is a large, interconnected community where everyone communicates, providing a boost to both work and personal life.
Flexibility: Many companies offer remote work options, allowing for flexible schedules and work-life balance.
Variety: The work includes tasks from finding new partners to analysing data and optimizing campaigns, making it dynamic and exciting. It also includes travel opportunities to conferences, breaking the work routine.
Career Growth and Skill Development: Continuous learning and adapting to new trends allow for professional growth and expansion of skills, as well as career advancement opportunities.
Creative Potential: Developing unique marketing strategies and campaigns offers a chance to bring creative ideas to life.

Challenges:

High Pressure: Performance-based roles can be stressful, requiring the ability to handle pressure to avoid burnout.
Industry Evolution: The gambling industry changes quickly, and managers must stay updated with trends to align with partners.
Reliance on Affiliates: Success often depends on affiliate performance and compliance, which can impact results.
Technical Skills: Knowledge of tracking technologies and analytics tools is essential as the digital marketing landscape evolves.
Time Zone Differences: Working with global affiliates may require adapting to different time zones, sometimes leading to irregular hours.

To succeed as an affiliate manager, it’s essential to be prepared for challenges, adapt to changes, and continuously improve your skills.