SiGMA Affiliate Grand Slam: Aleksandar Stankovic!

Aleksandar Stankovic, CEO & Founder of BettingFamily, joins the latest series of affiliate interviews on Affiliate Grand Slam

Aleksandar Stankovic and his team at BettingFamily educate their customers in sports betting as they want their customers to choose their bookmaker according to the knowledge they have rather than going directly to them – follow his story below.

When and why did you start considering affiliate business as a career?

Started with BettingFamily late in 2017 when I saw a gap in the market with a potential to combine sports betting with affiliate.

From where did you start your affiliate business and how? How much were you willing to commit to it?

We started our business in a small office in Denmark. We committed ourselves 100% and was running BettingFamily on full-time after 6 months.

What were your biggest challenges when first starting?

The biggest challenges have been to get the first customers, to get the approval from others, and the “trust” that is so important in this business. There have been many other groups like us, and we had to do something different. We started to build up a community and got some loyal customers that helped us share the good word about us.

How did you scale up your affiliate business?

We started with email marketing, messenger marketing primarily on Facebook and with Telegram that is a growing thing in sports betting ATM.

What do you know now that you wish you knew when starting out?

How important it is to be in close contact with your customers.

What are the main challenges for the sector in 2020, particularly during this pandemic?

The uncertainty there is on the market. While the pandemic is still going on you’ll never know what’s happening tomorrow.

What motivates you to promote more, and what helps you boost your motivation?

We educate our customers in sports betting. I would rather have that they choose a bookmaker from the knowledge we give rather than they go directly to the bookmakers. It helps both us and our customers and have a big impact the way they act on the betting market afterwards.

Which markets are you targeting and why? Do you see any potential in the emerging markets?

All Scandinavian. We started the business in Denmark and it’s natural to try the other Nordic countries. They are pretty similar to the Danish market.

What makes your traffic proposition/traffic sites unique?

We have some strong partnerships and we are in touch with all our customers though our channels. We are giving them what they want with a touch of our own ideas.

Which qualities and skills are essential in an affiliate team/business?

Problem solving mentality and “thinking out of the box” mindset.

What sets you apart from other affiliates?

We are in close contact with our customers. We know how to target them and what they want.

Do you create all the marketing material you need to promote in-house, or do you out-source it?

ATM we are doing all marketing material in house. We have tried to out-source it but had better results with our own.

How important is social media activity for your affiliate business? How difficult is it with Google’s constant updates?

Well, it depends on how you use it. Facebook groups can be very group if you have some engaged members and keep up the activity.

How does technology play a part in your day-to-day?

It plays a big part. If you’re not developing in line with the technology you going to get run over by your competitors.

How has the fragmentation of regulated markets affected your business? UKGC, Swedish regulator and now also the German regulator is mulling regulating this space.

It hasn’t yet, but we are aware of this considering which countries to move on to.

What are your predictions for the future of the sector?

It’s difficult to say, and even more when there is a global pandemic going on.

What are the benefits of attending large iGaming events, and what can they do better?

Meeting other from the same sector, sharing ideas, and making partnership.

Have you ever been to SiGMA? SiGMA Europe, Africa, Asia, or Americas – which of these four expo shows would you likely book on your diary for 2021, COVID-19 permitting?

Unfortunately not, but I’m definitely considering it.

Tell us a bit about yourself – after all, business is done with people, not just companies! Your hobbies, favourite book, favourite quote, whether you are into iGaming yourself, etc.

I’m a pro footballer and have been playing football as my job since I was 17. Always had an interest in business in general and had built up 4 webshops / companies myself since I was 18. I am also studying commercial law and business administration and will finish my master in 2022.

Had a poster in the sealing when I lived with my parents that said “DREAM BIG, WORK HARD”.


iGaming expert - with over 10 years of experience in the retail market in Italy and knowledge of global online gaming. In the past he has worked with the largest national gambling companies and he managed some land-based shops on their behalf. Entrepreneur, investor and enthusiast of difficult challenges, in 2015 he founded The Betting Coach Group, an international news and social marketing agency geared towards sports, esports and gambling companies. He is currently the C.E.O of The Betting Coach and is a consultant for Mr. Dragone collaborates with providers (game developers) and event organizers with the aim of helping them develop networks and business across continents. Passionate about journalism, he is the creator and promoter of iGaming Cafè, the first talk show in Italy, dedicated to companies and delegates from the gaming world.