Since launching the first gaming comparison website for Swedish players in 2011, to establishing a network of over 130 SEO-driven websites across more than 60 countries/regions, founders Jonas Cederholm and Fredrik Langeland have successfully disrupted the iGaming field's affiliate marketing. By committing to creating innovative products and providing valuable insights to customers, they have built a trusted brand and cultivated a loyal and active audience.
Their brands include the flagship website SveaCasino.se (Sweden's top casino comparison site) and CasinoHawks.com (the UK's leading online casino index), connecting over 10,500 customers daily through 350 partners. They also celebrated many milestones, such as acquiring BettingMetrics in 2020 and renaming it to Betting.com, launching the AI sports prediction tool Betlookr, and renaming Betting.com to an editorial site in 2023.
Recently, Game Lounge held an exclusive data-driven conference for its key leaders and team members to foster innovation, collaboration, and adaptability in the rapidly evolving data and analytics field, laying the groundwork for the company's strategic direction for 2024 and beyond.
So how did they do it? Game Lounge adopted a multifaceted approach, combining:
SEO-led content marketing: Creating engaging content that resonates with casino players and ranks well in search engines. Our SEO approach is tailored to each specific market to connect more effectively with users.
Unique products and tools: Creating user-centered tools, such as Betlookr, providing undeniable value to players and partners.
Brand exposure: Strategically positioning partner brands in popular rankings, advertisements, social media, and other media to cover the target audience.
Valuable lead generation: Providing profound guides and practical resources to help quality leads find their ideal casino.
Data insights and analysis: Utilizing extensive data, market research, user experience testing, and dashboards to guide their methods.
But when you peel back the curtain, it becomes clear that nurturing a workplace culture capable of fostering talent is another secret to their success.
Game Lounge has over 180 employees. A flexible working environment (hybrid, remote, or in-office) along with clear career paths, regular assessments, and continuous learning opportunities are their gold standard, ensuring every Game Lounge employee has the opportunity to achieve their career goals. However, Game Lounge doesn't stop there. The company recently launched an Employee Value Proposition (EVP), elevating its commitment to employee welfare to a new level.
This EVP is a mission statement, reaffirming Game Lounge's commitment to recognizing and rewarding hard work, dedication, and achievement. With competitive salary packages, performance-based bonuses, and regular recognition of individual and team achievements, the company hopes Game Loungers feel valued and appreciated, not just a simple pat on the back. This EVP also emphasizes the company's priority on mental health by promoting a healthy work-life balance and creating a fun and supportive environment, making it an ideal destination for those seeking a satisfying career in the industry.
Game Lounge's people-centric culture and welfare have been recognized, including being named the Best Employer of the Year at the 2021 iGaming Idol. The company also introduced a 4-day workweek in the summer, which has boosted morale and productivity. Moreover, the movement to create positive change is not limited to the workplace but extends to the community. Game Lounge Cares is a division of Game Lounge that regularly convenes employees, partners, and local charities to undertake influential initiatives aimed at having a positive impact on society and the environment.
Leading Game Lounge into the next era of development is the new CEO, Richard Dennys. From day one, Richard has worked with the founders and teams in Malta and Spain to continue fulfilling the company's mission of providing top-tier products and services to global partners and users. Under Dennys' leadership, Game Lounge is ready to embrace an exciting future.
As the company continues to grow and expand, it remains committed to creating a positive work environment and creating value for global partners and users. By attracting and retaining top talent, fostering a supportive work culture, and empowering employees to grow and succeed, Game Lounge is setting new standards in the iGaming industry.
