Meet Henrik Olsson, co-owner of

“A lot of new brands pop up all the time and you have to choose carefully which one of them you want to work closer with.” We met  Henrik Olsson, co-owner of Norsk Casino Guide for an interview about his affiliate activity and his company’s strategy.

Hello Henrik, how are you?

Hi Marius, I’m very good, thanks.

Can you tell us a little about how your company business is structured?

We are a team that is working with several sites. In areas like travel, retail, investing, forex and of course casino, bingo and poker. I haven’t worked so much in the casino area until recently, but I enjoy it a lot.

With the recent wave of consolidation, mergers and acquisitions of affiliate sites, are you surprised at all of the changes happening in the industry?

No, I am not surprised at all.

A number of your competitors have gone down the real money operator route, and tried their hand at white labels. Have you also done this?

We have considered it, but affiliate business is our thing and I’m pretty sure we will not go that way.

Developing unique content is a key pillar of your strategy. What will be your primary focus on this front over the next 6 months?

Write long articles about relevant themes will be important and to continue to make honest reviews.

How have Google’s algorithm updates affected the way you go about traffic generation, SEO and content at your company?

We are focusing on unique content to rank organically and we even have been hit of some of the updates we believe unique and honest content is the way to go.

What challenges and opportunities has the move to mobile presented you with?

To be honest we have mainly focused on the content and not so much on the technology. That have made us back on mobile, but we are getting there and the sites are getting better day by day in this areas as well.

What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?

The industry is developing fast. The competition gets harder every day, and new regulations come up that you have to follow closely. A lot of new brands pop up all the time and you have to choose carefully which one of them you want to work closer with. And of course you have to follow what Google wants and be a close friend.

What two pieces of advice would you give to any new affiliate starting today?

Be patient and don’t give up. Work hard and find your niche.

Do you play slots and what would you do with 1 million Euro from jackpot winnings?

I enjoy playing slots from time to time. If I won a million Euro I would invest them. I enjoy investing in the stock markets and we also find it exciting to invest in start-up companies.

Are you ready for Affiliate Grand Slam Bucharest and SiGMA17?

I hope to attend Affiliate Grand Slam and  SiGMA Conference this year, I have heard a lot of great things about it.

Relive the highlights from our last show and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.

Are you an operator looking for top affiliates? Are you a top affiliate looking for a nice treat with like-minded affiliates playing at the same level?