We sat down with CBS Global Head of Affiliate Marketing & SEO Dan Shannon to hear about his journey in the iGaming space and the lessons he has learned over the course of his career:
Can you tell us about your professional journey and how you came to lead commercial and organic growth in iGaming affiliate marketing?
I got my start in affiliate marketing back in 2012 with a site called FootballBettingSites.com. It was my first taste of making money outside my day job, and it quickly became clear that this was something I could turn into a full-time career, even from my living room.
From there, I joined Rover Media, a startup that launched several successful bingo and casino brands across the UK, Germany, and Canada. We later transitioned into the white-label side of the industry, launching brands like Dazzle Casino, Glimmer Casino, and Mobile Slots. From 2017 to 2021, we became one of the largest white-label operators in the UK.
Now, I’m with CBS Global Marketing, another ambitious startup. We currently operate two white-label brands, CasinoKings.com and 21BetsCasino.com, where I serve as the Head of Commercial and Organic Growth. My role is to drive the company’s commercial success while building brand recognition in the UK and MGA (Malta) markets, managing everything from organic SEO to paid search.
What was your first role in affiliate marketing, and what did you learn from that experience that still guides you today?
My first real foray into affiliate marketing was with FootballBettingSites.com in 2012. I also went on to launch BokuCasinoSites.com and MobileBingoSites.co.uk. I started with no financial backing, just a determination to figure it all out. Every penny I earned went straight back into the sites, and every mistake became a valuable lesson. That hands-on experience taught me resilience, adaptability, and the importance of investing in your own growth. I could run these sites in my sleep now because I know every part of the process.
How has your role evolved as the iGaming affiliate landscape has matured and become more competitive?
Over the years, I’ve learned not to rush into decisions. With over 13 years in the industry, I now take a more data-driven approach to planning roadmaps and setting strategies. I consider myself a seasoned iGaming veteran, but I also keep my finger on the pulse of emerging trends like crypto casinos and blockchain-based gaming. It’s about balancing experience with an eye for innovation.
What have been some of the most pivotal moments or milestones in your career in affiliate marketing?
There have been many, but a few stand out. For instance, acquiring SmoothBingo, transforming it from an affiliate site into a successful white-label brand, and then selling it to Smooth Radio for a significant profit. Another milestone was launching a series of German affiliate sites, despite not being fluent in the language. We managed to rank at the top of Google.de for competitive keywords like “neues Casino” (new casino), which eventually led to a lucrative acquisition by Match 2 One.
Can you share a challenge you’ve faced in managing affiliate partnerships and how you overcame it?
Managing affiliate partnerships isn’t always straightforward. Sometimes, the traffic just doesn’t convert as expected, or the brand’s offers don’t align with the affiliate’s audience. I’ve had a few deals over the years that didn’t perform as hoped, but I’ve learned that clear communication and strong relationship-building skills can usually turn things around. It’s about finding the right fit and being flexible when things don’t go as planned.
How do you balance the demands of commercial growth with maintaining integrity and trust within affiliate relationships?
Integrity is non-negotiable for me. It’s all about finding partners who share your values and being transparent in every deal. I focus on quality over quantity, building long-term relationships with affiliates who genuinely understand their audiences. This leads to more sustainable, mutually beneficial growth
What leadership lessons have you learned from managing teams and partnerships across diverse markets and cultures?
Leading multiple teams has taught me the importance of clear communication and cultural awareness. In a global industry like iGaming, understanding regional nuances is critical. I believe in building personal connections – strong people skills and relationship-building are the backbone of this business.
Are there any mentors, industry peers, or experiences that have particularly shaped your approach to affiliate marketing?
My old mentor, Trevor, played a huge role in my development. He taught me to think differently, to avoid simply copying what others do, and to always look for unique angles. That mindset has helped me stand out in a crowded industry.
What are the core principles or values you believe are essential for long-term success in iGaming affiliate marketing?
Transparency, adaptability, and a player-first approach are crucial. Success in this space comes from creating win-win partnerships, staying ahead of compliance requirements, and constantly innovating to keep players engaged.
Looking back, what advice would you give your younger self at the start of your career in this field?
I’d tell my younger self to take things slow, focus on building strong relationships, and invest in understanding data and technology early on. Those are the real game-changers. And never underestimate the power of authentic connections – both with your partners and your audience.
