With the gaming industry turning its attention to Brazil due to the discussion around the regulatory process, several companies are entering or expanding business in the country. Voonix, led by CEO Morten Marcussen, is an example of this.
Morten Marcussen is an entrepreneur and expert in the igaming industry in the areas of affiliate marketing, SEM, SEO and social media. While the company Voonix is focused on the process of collecting data for affiliates in the gaming sector and has developed a resource that facilitates affiliation.
Voonix CEO gave an exclusive interview to the iGaming Brazil portal. During the conversation, Marcussen addressed the challenges of his segment, inside and outside the country.
Full interview with Morten Marcussen, Voonix
iGaming Brazil: How did Voonix start?
Morten Marcussen: Voonix was started in 2017 as a data collector for large affiliates. Working with our own affiliate network, we saw that several customers on the network left because they became too big to work on a network.
However, many of them like the technology behind collecting data on a single account. So, together with a large affiliate, we developed the requirements for such a system and started to develop it. We launched in 2018, and now we have more than 100 affiliates using the system.
iGaming Brazil: What types of specific services does Voonix offer?
Morten Marcussen: Voonix offers a BI tool for medium and large affiliates. Our main offer is that the customer needs to log in to one system to get a complete view of all their affiliate businesses.
iGaming Brazil: What makes Voonix different from its competitors?
Morten Marcussen: At the moment, competition in the market is very low, as our competing systems are outdated and provide inaccurate data or can only track postbacks.
The reason we are different from our competitors is that we create individual scripts for each system, which protects us and the customer to whom we bring the right data.
iGaming Brazil: How do you analyze the affiliate market (gambling) in Brazil?
Morten Marcussen: The affiliate market in Brazil still seems to be growing. Many media companies still work on old revenue models like CPM and CPC. They have not yet seen the possibilities of working on performance models like CPM and CPC.
It also appears that the market for game SEO sites is still dominated mainly by European companies, which will change if Brazilian affiliates start to focus on SEO.
iGaming Brazil: How to take advantage of the expected market value of sports in Brazil? (estimated at $ 2.1 billion)
Morten Marcussen: Although Brazilian online sports betting is not regulated, online sports betting is legal, which makes the Brazilian sports betting market extremely interesting.
When I browse Google, media and social media sites – there is undoubtedly a lot of space on these channels to start working on affiliation on those channels. In the European perspective, this is the highest conversion channel.
iGaming Brazil: Which Latin American countries are ahead of Brazil in terms of affiliation?
Morten Marcussen: With Colombia becoming the first country in Latin America to approve a regulated online gaming market in 2016 – this affects the number of affiliates. With the approval, Google and Facebook are also opening up for marketing. This has a positive effect on the number of affiliates in a country. Otherwise, the affiliate market seems quite balanced.
iGaming Brazil: What is the main difficulty of the affiliate market in Brazil?
Morten Marcussen: I don’t see any difficulties in the Brazilian market. It is a huge market, with great possibilities – it is clear that the market can mature more, as more players in Brazil range from physical games to online games. This will happen automatically, but it is also a job for affiliates.
About Voonix
With more than 30 years in the iGaming industry (collectively), the company has extensive experience on the operator side and the affiliate side in the business.
With this experience, Voonix knows the obstacles and challenges that affiliates encounter and so, they decide to create a tool that would do a lot of hard work for them. In addition, we feel that affiliates are always supervised by operators, bringing the power back to affiliates.
Today, Voonix is much more than just a statistics collector. With more than 75 Affiliates in the iGaming field using Voonix, their software portfolio has grown significantly in the past 12 months.
