Routy Media Spotlight - Media24 - From Startup Mindset to Global Affiliate: The Media 24 Growth Story

Routy Media Spotlight sat down with Artūrs Koroļkovs CEO at Media 24. In this interview, we discussed how Media24 scaled from a small, hands-on team into a global affiliate operating across nearly 90 markets. The discussion highlights the key decisions that shaped their success, including moving fast in the early stages, shifting from content volume to product-focused platforms, and investing heavily in data analytics and technology. It also examines the challenges affiliates face today, such as evolving SEO, regulatory changes, and increasing competition, and how Media 24 is positioning itself for the future of data-driven affiliate marketing.B - Media 24 has grown quickly within the iGaming affiliate space. From your perspective, what were the key strategic decisions that enabled the company to scale so rapidly in such a competitive market? A - Our growth really came down to just moving fast. Early on, we decided that being quick was more important than being perfect. I saw this myself because I was one of the first people hired here. Back then, we didn't have departments for anything. I was writing the content, running the social media, talking to partners, and pitching new ones all at once. That "get your hands dirty" way of working is still a big part of who we are. We stayed focused on our goals and worked hard without wasting time trying to guess the future. Our plan was to launch in every market where people liked sports betting. Once we were live, the numbers showed us what was working. We just looked for where we were getting the most traction and put more of our energy and resources there. B - The iGaming affiliate industry is constantly evolving due to regulatory changes and increasing competition. What are the biggest challenges Media 24 faces today, and how is your team adapting to them?

A - Everyone who works in affiliate marketing has the same challenges, more or less. Google changes how it ranks sites almost every month now. It’s not just about having good keywords or technical SEO anymore. You have to think whether you're actually providing something useful to the person searching. We are adapting by moving away from just content and focusing more on the actual product. Today, we spend a lot of time thinking about how we can make our websites more helpful and easier to use. If the user likes the site and stays on it, the search engines usually follow. B - SEO remains one of the most powerful acquisition channels in affiliate marketing. How has Media 24 evolved its SEO and content strategies to stay competitive in increasingly saturated markets?

A - We’ve evolved by stopping the factory approach to content. It's not just about volume anymore. You have to think about being a helpful resource for the person using the site, both in the info you provide and the user experience. Relying on organic traffic is much more of a long game now. By building platforms that users actually want to bookmark and come back to, we’re finding that Google rewards us with much more stable rankings.

B - With your commercial background, how do you balance long-term brand and media development with the short-term performance goals that often drive affiliate marketing?

A - It’s not one or the other situation. We need both. As a company, we want to have a strong brand in the industry. We want to show people who we are, how hard we work, and share our vision for where we're going. Having a good reputation makes it much easier to sign better deals and find the right partners.

But at the same time, short-term goals are what keep the show running. Since we rely so much on organic traffic, we have to stay on top of our quarterly targets. We look at it like this: our short-term wins provide the fuel we need to build our one-year vision. B - Digital marketing in iGaming is becoming more data-driven every year. What emerging technologies or marketing approaches do you believe will shape the next phase of affiliate marketing? A - Working without data today is basically like shooting in the dark. About a year and a half ago, we realized that guessing wasn't going to cut it anymore, so we started investing heavily in data analytics. Now, we have a whole department dedicated to it. They build dashboards and analytical engines that help almost every part of the company, from SEO and marketing to finance. In affiliate marketing today, being tech-savvy is everything. Whether it’s using data to make better decisions or using AI to speed up our work, you have to adopt these tools. If you’re not using technology to find an edge, you’re going to get left behind by the companies that are.

B - Many affiliate companies compete for the same traffic sources. What differentiates Media 24 from other affiliates in terms of strategy, partnerships, or operational approach?

A - What sets us apart is that we still have the mindset of a small, hungry team, even as we grow. A lot of the bigger players in this space have become slow. We here don’t just talk about strategies in meetings, but actually get in there and build things.

In terms of partnerships, we don’t look for a quick profit. We want to be the partner that operators actually enjoy and trust working with, because we're reliable and understand their side of the business. B - Media 24 operates across many geographic markets. What are the key considerations when entering a new market, and how do you tailor your marketing strategy to different regions?

A - We have a wide strategy and work in about 90 different geographies. Basically, if sports betting is popular in a market, we want to be there. But you can't just copy and paste your way to success across that many countries. When it comes to the strategy for a specific region, you have to be as local as possible.

It’s not just about the content, but applies to SEO and marketing, too. We believe that local experts are the ones who give you the real edge. They deeply understand the nuances of their own market. So we have smaller teams inside the company, who are responsible for one or another specific region. This allows us to move much faster and more effectively.

B - From a leadership perspective, what metrics or indicators do you consider most important when evaluating the effectiveness of digital marketing campaigns in the iGaming sector?

A - Above all, the most important metric is FTDs. It’s the clearest indicator we have. It shows that our strategies are working, that we’re delivering real value to our partners, and that the company is growing. While we look at other data to fine-tune things, the FTD count is what tells us if we’re actually doing a good job. B - Media 24 has received several industry awards in recent years. Which achievements are you personally most proud of, and what do they say about the company’s approach to growth and innovation?A - Last year we won four awards and were shortlisted for many more. It’s always an honor to be highlighted among the very best in the industry, especially considering how much competition there is now.

One of my favorites was winning "Best Affiliate" at SiGMA South Asia. On a personal note, it came right before Christmas, so it was a great gift for the whole team after a long year of hard work. But more importantly, it really shows our wide geographical reach. Winning in a region like South Asia proves that our strategy is paying off globally. B - Looking ahead, how do you see the iGaming affiliate and digital marketing evolving, and where do you want Media 24 to position itself within that future?

A - Affiliate marketing is maturing, that’s for sure. We are entering an era where product quality and technology matter a lot more. My goal is for Media 24 to be a frontrunner in that new world. We want to be the partner that operators come to when they need scalable, high-quality traffic across any geography. But we don't want to be the biggest just for the sake of volume. We want to be the most effective and trusted partner in the industry. Not just delivering traffic, but delivering value.