GameTime Digital is a leading affiliate network of sites specialising in connecting sports fans with top-tier gaming and betting operators. Through expert content creation, strategic SEO, and data-driven marketing, GameTime Digital ensures that players find the best offers, insights, and betting experiences available online.
We caught up with Alex Windsor, CMO to discover how they leveraged Routy’s cutting-edge analytics and tracking tools into their business and what that did to optimise their performance and maximize conversion challenges previously faced.
Q: Alex, let’s start from the beginning. How did you first discover Routy, and what problem were you trying to solve in your business?
AW (GameTime Digital): It’s actually a funny story —I first heard about Routy in a very casual way. I was literally on a bus heading to a networking event at Sigma, chatting with another affiliate about our tracking challenges. We were discussing how difficult it was to pinpoint which pages were driving actual conversions. That’s when he said, “Why aren’t you using Routy for that?” My immediate response was, “What the heck is Routy?”
From there, he introduced me to the platform, and it was a game-changer. Until then, I hadn’t even realized the full extent of the problem. We had traffic data, but no way to track exactly which pages were sending depositing players. We had pages getting 50,000 visits but sending barely any players, and others with just 100 visits driving dozens of signups. Without a proper tracking solution, we were making business decisions blindly.
Q: So once you got a demo of Routy, what made you decide to implement it?
AW (GameTime Digital): The moment we saw the platform in action, we knew it was exactly what we needed. Before Routy, we were basically throwing mud at the wall and hoping some of it would stick. We were creating content without knowing what was actually converting.
With Routy, we could finally see which pages were driving signups and revenue. It allowed us to cut down on wasted content efforts and focus on pages that truly mattered. For example, we found that generic operator reviews weren’t converting well, while niche pages like ‘Best Slots for Fishing Fans’ were incredibly effective. That kind of insight changed how we allocated our content budget and resources.
Q: Let’s talk about tech integration. Was it difficult to set up Routy, and how did it fit into your existing workflows?
AW (GameTime Digital): Honestly, the setup was straightforward. The person who introduced us to Routy explained it so well that we hardly needed any guidance. Essentially, you just install a small piece of code on your website, and that’s it.
Routy’s system then starts tracking everything automatically. Their software detects the ‘heartbeat’ of your website, so you don’t need a developer to make complex modifications. It works with standard tracking links from platforms like Income Access, Cellxpert, or others. You simply input your link, and Routy generates a unique tracking link that tells you exactly which page a player came from.
The beauty of it is that you don’t need to create separate tracking links for every page manually. You just use the Routy link across your entire site, and it does the heavy lifting for you. If you’re running a large website with multiple operators, this is a massive time-saver.
Q: You mentioned time-saving—how much of a difference has Routy made in your day-to-day operations?
AW (GameTime Digital): It has been a total game-changer. Before Routy, tracking performance meant logging into multiple platforms, exporting reports, cross-referencing spreadsheets, and manually filtering data. Now, I can log into one dashboard and immediately see which pages are driving signups.
This efficiency means we’ve saved countless hours every month, allowing us to focus on growing the business instead of getting lost in spreadsheets. When you consider how much time equates to money, the cost of Routy more than pays for itself.
Q: Some affiliates may hesitate to invest early on in business intelligence tools. Would you say Routy was a good investment for your business?
AW (GameTime Digital): Absolutely. Routy isn’t just another tracking tool—it’s a necessity if you want to make data-driven decisions that help your affiliate business scale. The insights it provides have helped us optimize our content strategy, cut wasted ad efforts, and improve our ROI incrementally.
The cost of having this depth of data at your fingertips in real time is minimal compared to the benefits you gain and in this industry you have to be following the data to win out over your competitors.
If you’re not using a stats aggregation and tracking tool you’re basically leaving money on the table and missing opportunities your competitors are not! Instead of relying on gut instinct, you get clear, actionable data that allows you to scale smartly. For any affiliate serious about growing their business, it’s a no-brainer.
Q: Final thoughts—what would you say to other affiliates considering Routy as a business intelligence tool for their business?
AW (GameTime Digital): If you’re running an affiliate site and struggling to track what’s working this tool is the answer to that exact issue! It will completely change the way you optimize your content and manage your affiliate business. It’s easy to set up, saves a ton of time, and provides insights that directly impact your bottom line. I wish we had started using it sooner!
Final Thoughts
By centralizing all affiliate data into one platform, Routy allowed the team at Game Time Digital to track their conversion performance in real time, optimize inbound traffic campaigns more effectively, and make data-driven decisions based on accurate data not guesswork.
“The moment we implemented Routy, everything changed. Suddenly, we could see exactly where our traffic was coming from, which partners were delivering the best ROI, and how to adjust our strategies on the fly,” says Alex.
Routy eliminates the need for manual data aggregation and frees up your time to focus on scaling your affiliate business.
ADDITIONAL PULL QUOTES:
“If you’re serious about growing as an affiliate, you need a tool like Routy. It saves you time, eliminates guesswork, and helps you maximize your earnings. I can’t imagine running my business without it,”
“Instead of spending hours trying to reconcile data from different platforms, we now get all the insights we need in minutes. That efficiency has been a huge competitive advantage.”
