Founded in 2023 by serial entrepreneur Eric Stoop–the creator and former owner of Infinileads–, DailySpin is one of iGaming’s newest and hottest Affiliate comparison sites.
After selling Infinileads for €4.5 million (£3.7m) in 2021, Stoop has forged DailySpin into a bold brand that is making a major mark on what is a crowded European market.
Today, with AI changing the fundamentals of information gathering and data mining, DailySpin is entering a challenging, yet exciting, new era.
In this exclusive, iGF’s Head of Content Curtis Roach talks with Eric about his new venture and sheds critical light on the often less-explored world of Affiliate Marketing.
Read on as we discuss making an entrance, breaking new ground in Europe, that perennial argument of AI vs Human Content, the game-changing shake-ups with Google, and much more.
The founding members of DailySpin all have 10-plus years of experience in varied sectors of the iGaming industry. How have you converted this experience into added value for operators and players?
“It’s been many years indeed, and we’ve covered pretty much all verticals and product sectors of the iGaming market during them. This has enabled us to gather a strong sense of what the end user wants in every area – from a simple registration process, and the UX that follows, to different kinds of promotions and the kinds of products specific target groups prefer.
“I don’t think the industry has developed that much in terms of user experience during the last 15-years. It will be interesting to see what the next 15-years hold for the future of online gambling.”
Operating in such a competitive market can make it difficult to stand out. What separates DailySpin from the multitude of other content providers out there?
“The competition is very fierce, which means that all the fundamental things–like site speed, content structure, and content relevance–need to work flawlessly.
“Branding is also crucial in an environment where many of the products on the market are similar or identical. This applies to the iGaming operator’s site too.
“I believe we have done a splendid job with the DailySpin brand. We have also invested a lot of time into the analytics of user-behaviour on DailySpin and tried to enhance the user experience to ensure that users who visit our site are pleased with the experience.
“Lastly, we are working on certain product developments that should give us an advantage compared to the competition in terms of our product offering and enhanced end-user experience.”
How has the emergence of AI impacted on how content is valued? Will it change how our industry delivers content, or how the audience consumes it? And how can AI be best leveraged to maximise the player experience?
“There has been a flood of new content for the search engines to value. We don’t use AI for content generation and still have writers who have been with us for many years.
“We believe that the uniqueness of the niche content we can offer the user is the way to go.
“It would have been much cheaper to use AI content, but we opted to ensure the quality and uniqueness of our content.
“I still think there are ways to implement AI in the current product, but I see it more as a structuring and compiling enhancement and not a pure content tool.”
The Italian market is renowned for its stringent rules on iGaming advertising. How has this impacted the role of Affiliates in the market? And what does it mean for the online casino sector, specifically regarding player acquisition?
“We have been active in the regulated Italian online market since 2011, and I must praise the ADM regulator, which I think has done excellent work balancing restrictions.
“I believe that the measures enforced have been enough to have most Italian players active within the safe and regulated landscape without pushing them to search for options with unregulated operators while also limiting the damaging sides of online gambling, like addiction.
“Lately, we have seen a rise in Google searches for unregulated operators, but I still think Italy is a role model for other countries that regulate their online gambling market. There are suggestions in the parliament to enforce tougher restrictions, and I believe that if these were put into place, the outflow to unregulated gambling would be much greater, so I hope these won’t be enforced.
“We operated in other markets, like Spain and Portugal: These are nightmare examples of regulation, where politicians try to score cheap points. But the only thing they do is to drive their population into the hands of unregulated brands operating in shady jurisdictions, taking away the safety net for users.”
What are your thoughts on the recent changes we’ve seen with Google Search, and what more should we expect from this in the future? Amid so much uncertainty, how has DailySpin been able to make plans and best navigate the online landscape?
“These are uncertain but also very interesting times. It’s a bit of madness to create a new brand which operates through the power of organic SEO these days.
“Google search has been around for a very long time, and the behaviour of users changing to AI search won’t happen overnight, especially not for people searching for a slot machine to play or to take advantage of a specific casino offer at a site with a good reputation.
“Overall, we feel confident that the usefulness of our product will remain for years to come.”
DailySpin was founded last year. As a new brand within a large market, how do you plan to create sustained growth going forward, and what is your overall vision for the company?
“We have sold two companies in the past within the same niche. I envision something bigger for this journey. This time it will be more about offering unique products to the end-user, and we are currently looking into specific options to do this.
“I feel humble about the challenge in the current landscape. But I love working with the team I’ve been working with since 2011. And, hopefully, we will do things that are appreciated by users and, in the end, by Google.”
Editor’s Note:
Coming to market with years of experience that have informed the DailySpin team of exactly what users want, Eric is fearless about their ability to make an impact on Europe’s highly-competitive Affiliate scene.
Despite calling it a “bit of madness” to create a new brand entirely through organic SEO, in these uncertain–yet “interesting”–times, Eric believes most consumers will stay loyal to traditional search methods.
He believes this bold, indeed unique, pathway will serve the brand well for years into the future.
Similarly, when it comes to content, DailySpin prioritises authenticity and uniqueness over cost-saving AI options, which Eric feels could compromise quality. While he sees AI as having a key role, it’s not creation – at least not for his brand.
Envisioning “something bigger,” Eric aims to capture and hold consumer interest by offering unique products and nailing the user-experience, creating sustained growth and establishing a unique leadership role for DailySpin.
