Affiliate Grand Slam: Meet Emi Rafaeli

Emi Rafaeli, CCO at CasinoMagie, gives an exclusive interview to SiGMA News as part of our latest series on affiliates

How did you first get into the affiliate space, and were you always focused on the iGaming sector?

Well, it is a funny story. At university I was a promoter for many trendy bars in Tel Aviv. I invited kids to exclusive parties in those bars and gave them my business card, which they had to show at the venues in order to enter. Bars would pay me for each client I bring in (call it a CPA). So, I was already an affiliate then. I thought that the business model fits the internet, and after researching a bit I found this amazing business world.

How is your affiliate business structured, and what aspect of business development are you currently focused on?

We are 12 people in Tel Aviv, here we focus mostly (90%) on technology and we also have some resources for design and business development.
We have a smaller office in Berlin (7 people) that is 100% focused on creating the best content for our readers at

Which markets do you focus on and do you see any potential in the emerging markets?

We are mostly focused on the German Casino market. We have some side projects in Africa and Eastern Europe. We definitely see potential in the emerging markets.

What makes your traffic proposition / traffic sites unique? What can you offer that others don’t? Are there any exciting plans in the works that you can tell us about?

We are a user centered company, every decision we take gives priority to the end-user experience. Users get a lot of value from our site, and that is why our returning user ratio is so high. At we offer hyper targeted German Casino traffic. We believe we must focus 100% on what we do in order to be the best.

Is the grass greener on the other side – Have you considered giving white label casino or a go?

Well, I think each business has its challenges. We have never considered a white label.

Are you concerned by the impact on the affiliate sector from shifting regulatory environments? (In particular UKGC, Sweden’s Spelinspektionen, and Germany’s 2020 State Treaty on Gaming Regulation)

We are not concerned; as the industry evolves regulations are needed. We welcome regulations. Yes, they bring new challenges, but they also bring new opportunities.

What is the main thing that you’d like SiGMA readers to know about your traffic? Are you focusing on SEO? PPC? Any other traffic source?

At we are fully dedicated to German Casino SEO.

Are you contemplating bringing in investors to scale or grow your business? Or, with such a big M&A market, have you ever contemplated selling the business?

We love what we do, we wouldn’t consider selling our business. However, as the business grows, we are contemplating making some M&A ourselves.

What can operators do to increase support from affiliates?

We think operators should take a user centered approach too, and offer users a better, more entertaining experience. Affiliates would always be happy to promote a good product. 

Which qualities and skills are essential in an affiliate team/business?

As in any business, you need to love what you do to be the best.

How does technology play a part in your day-to-day?

Technologies is an essential key for , from developing our proletary CMS to building our statistic system. People and Technology are the key to success.

How is the Asian market shaping-up for affiliates?

I guess so, but we are not there really.

What do you know now that you wish you knew when starting out?

That Laiki Bank would close and steal all the money.

What are the challenges in managing relationships with multiple operators?

We actually really enjoy that part of the business, operators are our close friends.

What are the benefits of attending large iGaming events, and what can they do better?

Making new partners, meeting old friends.

Have you ever been to SiGMA? Would you consider attending SiGMA Manila or SiGMA Malta at some point?

I haven’t myself, but my partners have, they gave me a great feedback, I look forward to being in the next SiGMA once all this COVID thing ends. In fact, I am supposed to come to SiGMA Manilla.

Tell us a bit about yourself – after all business is done between people, not just companies!

Favourite holiday?

Yom Ha’atzmaut (Israel Independence Day).

 Favourite book ever read?

Business Adventures by John Brooks.

Where would you relocate with family if you had to pick one city?

San Pedro, Ambergris Caye in the Belize.

Favourite quote?

‘Being powerful is like being a lady. If you have to tell people you are, you aren’t.” Margaret Thatcher

Favourite sport and childhood idol?

Favorite sport: Judo / Childhood idol: Moshe Dayan

Get to know other great affiliates, responsible for killer traffic! Click the link below to read more insights from affiliates:

Get More: Affiliate Grand Slam

As part of our latest series Affiliate Grand Slam section, affiliates sit down with Sigma News for exclusive interviews offering unique insights and personal knowledge about the industry. From questions about qualities and skills essential in an affiliate team to challenges in managing relationships with multiple operators, SiGMA News has got you covered! Follow their stories here.