Are affiliates really the problem? Raketech tackles grey market myths and the future of AI search

You recently started a major revamp of Casinopro.se. Could you tell us a little bit about that?

Our new CasinoPro.se redesign focuses primarily on improving the user experience across all devices. The design features a modernised logo and a cleaner interface with a fresh visual identity. It’s fully responsive, working seamlessly whether you’re browsing on desktop or mobile, with significantly improved loading speeds for a smooth browsing experience.

A key improvement is providing a much clearer overview of what each regulated online casino offers. We’ve implemented a more advanced filtering system that lets players easily find casinos based on specific criteria – whether they’re looking for newly launched operators or searching for a particular welcome bonus.

What have been the main challenges with the revamp and how are these overcome?

The main challenge with our revamp was determining how to meaningfully integrate AI technology. We wanted to incorporate AI in a way that would genuinely enhance user experience, not just as a trendy feature.

We identified that understanding bonus terms and conditions can be confusing for many casino players, so our solution was to implement an AI assistant where players can ask questions directly about these terms. If something is unclear, players can simply request the AI to explain specific conditions in plain language or clarify any points of confusion.

There has been lots of (mostly from ATG) publicity about how channelisation lags government figures. What regulatory changes would help affiliates such as Casinopro.se to better support efforts to improve this rate?

Improving channelisation in the Swedish gambling market requires a balanced regulatory approach.

More effective enforcement against unlicensed operators is critical. The regulatory authorities need stronger mechanisms to limit access to these sites, as they currently operate with minimal consequences in the market.

The current bonus structure for licensed operators could benefit from some refinement. The limitations on promotional offerings affect how players engage with regulated platforms. Many players value frequent bonuses as part of their entertainment experience.

Affiliates are often painted as part of the black or grey market problem by regulators. Is that unfair given the role played by other stakeholders such as games studios?

I think it’s unfair to single out affiliates as the primary contributors to black or grey market issues when multiple stakeholders influence the igaming industry.

Responsible affiliates act as informational guides, helping players find licensed operators and understanding regulatory protections.

While some affiliates may promote unlicensed options, this isn’t representative of the entire sector.

We focus exclusively on promoting regulated casinos and providing transparent information about licensing and player protections. This role supports channelisation efforts by directing traffic toward the regulated market.

While some affiliates may promote unlicensed options, this isn’t representative of the entire sector.

How do you see the future of search for Casinopro.se and your other sites? Does the emerging AI search landscape offer opportunities for disruption?

The search presents both challenges and opportunities. We’re noticing more searches happening through AI interfaces rather than traditional search engines.

For example, Google’s AI Overview and similar features are already changing how users interact with search results.

The opportunity lies in becoming an authoritative source that AI systems turn to for specialised information. If we can position ourselves as the definitive resource for Swedish casino comparisons, there’s potential for our data and analysis to be featured prominently in AI-generated responses, creating new pathways for visibility beyond traditional search rankings.

Has search volatility changed the future-looking KPIs you set for a site like Casinopro.se (i.e. focus on engagement/retention rather than FTDs)?

Traditional search metrics remain valuable, but we’re increasingly considering indicators that reflect user experience and engagement. Time spent exploring options, direct returns to the site, and interaction with comparison tools all provide important insights into how well we’re serving our audience.

Our goal is to develop lasting relationships with users that don’t depend solely on search algorithms.