## The Network Leader
Jon Squires, the individual steering iBus Media, assumed control of one of the most esteemed organizations in the internet gaming realm from the notable Tony G. In this exclusive dialogue with Gambling Insider, Squires reveals his thoughts on the affiliate sector’s trajectory, PokerNews’ financial expansion, and his personal path emulating one of the gambling industry’s most impactful figures.
**Could you provide a concise summary of your professional journey thus far?**
My presence in the advertising and performance-focused media domain spans approximately two decades. My initial concentration was on the shift from printed to online media during the early 2000s. Subsequently, I pursued an MBA at INSEAD and re-entered London’s startup environment. I dedicated time to developing my own enterprises and co-established a few companies with exceptionally talented innovators, one of which, Medikidz, has achieved considerable recognition. Ultimately, shortly after departing one of these ventures, I received an inquiry regarding the prospect at iBus.
**What is the narrative behind iBus Media?**
Antanas Guoga, more widely recognized as [poker competitor] Tony G, established PokerNews roughly 12 years ago. It functioned as a typical online affiliate operation, but he set it apart by securing exceptional live event coverage, delving into the industry’s core, and adopting a player-centric approach. Coexisting with it were two or three other prominent poker affiliates – PokerListings, which excelled in SEO and conversion rate optimization, and Poker Strategy, which operated as a poker educational platform. We represent the live tournaments, we are the industry experts.
Its remarkable how much it’s expanded! Their reach extends to 30 nations, and they disseminate information in 26 tongues.
Additionally, they have this entirely separate entity, the Digital Partner Network. Initially centered around poker, they’ve diversified their offerings. Its magnitude has rivaled, perhaps even surpassed, that of PokerNews, although the closure of the US market significantly impacted them. Fortunately, they are experiencing a resurgence and even achieved a new monthly milestone in March. Their affiliate membership now stands at a robust 20,000.
Assuming leadership from Tony G in 2013 must have been fascinating. He’s quite a personality at the card table! What’s his demeanor like as a businessperson?
You see, Tony is among the most astute businessmen I’ve had the pleasure of collaborating with. That assertive persona he displays during poker matches? It represents just one facet of him. He has established a remarkably prosperous business realm for himself in Lithuania. Imagine Richard Branson, but situated in the Baltic region. He commands immense respect, possesses remarkable intellect, and exudes charisma. Tony embodies a true entrepreneurial spirit – he identifies opportunities everywhere. In fact, I believe he will also excel as a politician. The fervor he brought to poker is serving him well within the European Parliament. This is merely the commencement for him.
Therefore, what is your outlook for PokerNews? What does the roadmap ahead entail?
Upon my initial foray into the realm of poker, it experienced a period of remarkable growth. It seemed as though everyone, even one’s grandmother, was amassing wealth. However, my prior occupation was an entirely different matter – fiercely competitive, relentless, requiring unwavering effort for every cent earned. I carried that tenacious, tireless work ethic to PokerNews. We exerted ourselves diligently, delving into analytics, meticulously managing expenses, and establishing an efficient, robust, and adaptable business framework. Recognizing the evolving landscape with the emergence of mobile technology and ad-blocking software, we ensured our preparedness. Fortunately, we did, for when the industry underwent a significant transformation around 2016, we were already ahead of the game.
What potential impact does PokerStars’ reemergence in the United States online poker market hold?
Annually, a fresh beacon of hope emerges for the poker realm, be it mobile gaming, Twitch broadcasts, the Full Tilt merger, or the expansion into the US market. However, the US market’s revival could be a significant boost for Stars, even if it negatively affects smaller, less cautious brands. This development could greatly benefit PokerNews, as live events are a passion, and tournaments are gaining traction. Securing North American Poker Tour coverage or witnessing the WPT bolster its US footprint with major events would be monumental. Expanding the PokerNews Cup stateside this year is a goal, and increased confidence from partners is already apparent, though the WSOP’s trajectory remains intriguing.
What is the current landscape of affiliate marketing within online poker, and what lies ahead?
Affiliate marketing once revolved around content, heavily emphasizing editorial quality and its technical foundation. However, as markets splinter, regulations tighten, and .com platforms cease sharing global player pools, attracting and retaining a localized player base becomes more challenging. Certain brands are approaching saturation, making it increasingly difficult to acquire new players or retain existing ones.
Im persuaded that iGaming affiliate marketers must elevate their advertising technology strategies. Operators must embrace smooth incorporation or risk falling behind. The sector faces a possible 6-8% income decline, but suitable technology can not only compensate for this but also enhance everyone’s profits. Therefore, we offer this technology gratis to all our Online Affiliate World content creators – it’s the optimal way to augment their earnings.
Last year, you obtained the daily fantasy sports (DFS) platform FantasyWired. What inspired your venture into daily fantasy sports?
There’s significant audience crossover. Discussions about poker players naturally gravitating towards DFS have always existed, and it’s logical – it’s a skill-based betting game with abundant coverage possibilities. My team was highly enthusiastic, particularly [iBus Media Chief Creative Officer] Matt Parvis, and we remain optimistic about the potential. It was a clear-cut decision.
How has the US legal environment influenced your position on DFS?
We haven’t fully committed like some other firms.
What are your opinions on DFS’s potential in Europe?
We’ve been in discussions with numerous individuals here, and I believe it depends on the effectiveness of its marketing and whether they can penetrate the office league scene. I’m uncertain about the number of casual afternoon players they’ll discover here.
I ponder a multitude of fantasy sports contests currently – such as the aforementioned publication and similar generic platforms – acquire numerous registrations at the season’s commencement, but once a participant establishes a lead in a league, engagement plummets by approximately 60% to 80%. Should daily fantasy sports devise a method to effectively capture that initial enthusiasm consistently, it would be incredibly successful.
You indicated that poker enthusiasts possess greater knowledge – does this make them more difficult to transition into real money players compared to casino patrons, as they are more cognizant of the house edge?
Indeed, since online casino players tend to be more impetuous, while poker players exhibit unwavering loyalty, as evidenced by their recent indignation towards their preferred poker platforms for altering their rake or VIP programs.
What are the most significant hurdles and prospects for iBus Media in the foreseeable future?
Looking ahead, our primary obstacle is ensuring we have the appropriate personnel in the appropriate positions. We currently have an exceptional team. I am always cautious about expanding the team because hiring the wrong individual can significantly impede our progress. However, the specialized skill sets required for this sector are scarce, compelling us to recruit externally. We are perpetually seeking exceptional talent, but not everyone is a suitable match.
