Håkan Klingén, Owner of Nicer Odds, joins the latest series of affiliate interviews on Affiliate Grand Slam

Håkan Klingén and his team at Nicer Odds are not only focused on traditional bets, but also on novelty bets such as Eurovision, Nobel Prizes, Academy Awards, etc. – follow his story below.

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

I have worked with affiliate marketing since 1999 and I have been focus on iGaming since 2003. Has been working from my home since 2003 and everyone has been laughing at me. Until this year.

‘Welcome to Nicer Odds community, best odds-comparison website out there and your way to securing best odds and best offers in the world of betting’ – What makes Nicer Odds community the best odds-comparison website, a website that secures best odds and best offers?

At , we try to have odds on more sports (and novelty bets) than any other odds comparison sites. And sometimes we have more bookmakers than any other odds comparison sites.

What sets you apart from other affiliates?

Other affiliates have expertise in tech and web design, whereas I have vast experience in comparing odds and placing bets since 1987 (and did some good money some years).

As an affiliate, you are not only promoting operators but also other affiliate websites. Tell us more about it.

My generation doesn’t compete with our clients. Affiliates promoting bonuses, casinos, poker, bingo, etc.,  are welcome to advertise. Our focus is odds comparisons. (When I started my site in 2003 gambling online was mostly betting.)

What helps make your performance successful? What are the main challenges?

Focus on what you do best. (I had worked with outsourcing since 1988.) But you must also learn new things!

Which markets do you focus on? Do you see any potential in the emerging markets?

We focus on Europe. Of course, emerging markets are interesting.

What makes your traffic proposition/traffic sites unique?

We never buy traffic. We deserve it.

Which niches work best for your affiliate marketing, and which are the most profitable?

The funny thing is that we have most traffic at our novelty bets pages, like Eurovision, Nobel Prizes, Academy Award, and so.

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

Our focus is SEO. If you don’t cheat, you don’t have to be afraid to be caught.

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’s crazy but not so much as we thought. If I talk about my country, Sweden, most of the people who gamble don’t know we have a regulation.

Are you contemplating bringing in investors to scale or grow your business? Or, with such a big M&A market, have you ever contemplated selling the business?

Of course, I got requests, but I still love to work with this. I love to own 100% of my site.

How can affiliates be more unique in their approach?

Focus on what you love to do!

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

Focus on what you do best and hire someone for the other things.

Can you foresee any growth for the affiliate business industry? Why and by how much?

The affiliate business will definitely continue to grow. But no one knows by how much!

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

It’s always fun to meet old friends and new friends in the industry. Right now I can’t think of something that can be better with the events.

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?

Let’s start with SiGMA Europe!

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 Gaming yourself, etc.

After 17 years, I still love to work with my site. I hate to say it but my work is my biggest hobby!

About SiGMA Rebranding:

SiGMA Group has just unveiled the face of its rebranded website. Through a commitment to quality and years of successful operations, SiGMA has nurtured the development of a strong brand, allowing for its evolution into a global influencer on the gaming and tech stage. The new layout offers a holistic user experience, reflecting a shift in the gaming industry towards a more global perspective, as well as SiGMA’s growing international portfolio as it launches new core events across 4 continents.