About: Elaine Gardiner is a seasoned igaming professional with over 15 years of experience in Affiliate Marketing, currently serving as the Managing Director of Client Services at Tag Media. She specializes in helping brands conceptualize, create, launch, grow, and optimize their affiliate programs.
What initially sparked your interest in affiliate marketing within the iGaming industry, and how has your journey evolved over the past 15 years?
Elaine: My entry into affiliate marketing was somewhat accidental. In 2008, I visited Malta to see a friend and was so captivated by the island’s charm that I decided to make it my home. While looking for a job, I landed a position as an Affiliate Manager at youwin.com, even though I had no prior knowledge of affiliate marketing or the iGaming sector. With dedication and a willingness to learn, I quickly adapted to the role and ended up staying in it for four years. Over the past 15 years, my journey has been one of continuous growth and development within the industry.
What are your top recommendations for individuals aspiring to pursue a career in the iGaming / Sports Betting industry?
Elaine: Your biggest strengths will be your knowledge and network. Dive into learning everything you can about the industry, and don’t be afraid to ask questions. It can be tough to break into the field without prior experience, but starting at the bottom and working your way up is a great approach. Building connections within the industry will also be invaluable, opening up opportunities and providing helpful insights
What is one book that every woman in the gambling industry should read?
Elaine: I’m not an avid reader, often struggling to find the time to finish a book. Recently, I’ve been using an app called Headway, which summarizes business books into 12-minute audio sessions. This way, I can absorb a lot of valuable content quickly. Instead of recommending just one book, I find inspiration from a variety of non-industry books and think about how their concepts can be applied to the gaming industry. This approach has allowed me to gain diverse perspectives and innovative ideas that I can bring into my work.
What do you think is missing in the Igaming and sports betting industry today? Where do you see the biggest gaps?
Elaine: While there are always areas for improvement, one of the most significant gaps I see is in the training of people managers. Poor management is a common reason for negative work experiences, and it’s an issue I’ve encountered frequently. Many individuals are promoted to management positions without adequate training, leading to various business challenges. For instance, a new manager might be tasked with hiring but lacks interviewing experience. This not only risks leaving a poor impression on potential employees but can also result in costly hiring mistakes. Properly training managers can significantly improve workplace dynamics and overall business performance.
What is your betting style? Do you have a strategy that you follow? And what betting tips do you have for those who are starting out?
Elaine: I prefer to play slots and focus on the bonus rounds. Once I’ve hit a bonus round, I typically move on to a different game. In terms of sports betting, I usually only place bets during the World Cup. For those just starting out, my key tip is to never deposit more than you’re prepared to lose. This approach helps keep the experience enjoyable and within your financial limits.
Looking ahead, what excites you the most about the future of sports betting and Igaming?
Elaine: The iGaming industry is constantly evolving, and I’m excited to see what the future holds. As a relatively young industry, there are many innovations yet to come. The increasing number of people and companies entering the market is making competition tougher, which is a positive development. Challenging the status quo drives progress and leads to exciting advancements. I look forward to seeing how these changes will shape the industry in the years to come.
What do women want (in sports betting and/or Igaming)?
Elaine: While I try not to draw strict lines between men and women in the industry, it’s clear that gender disparities exist. Women often face unique challenges in this male-dominated field. One crucial thing we can do is support each other in navigating these obstacles. Many women have stories about having their ideas dismissed, being talked down to, or being assigned stereotypically ‘female’ tasks, regardless of their role or seniority. For example, making restaurant reservations often fell to me, no matter my level or seniority. Some of these behaviors are subconscious, but they need to be addressed and challenged. By fostering a supportive environment, we can help each other succeed and drive positive change in the industry.
