## Leadership Transition: Jon Squires Assumes Control at iBus Media
Jon Squires has formally succeeded Tony G as the leader of iBus Media, a prominent affiliate organization within the online gaming sector. In a private conversation with Gambling Insider, Squires addressed the trajectory of the affiliate business, strategies to enhance PokerNews’ earnings, and the experience of filling the role of one of the gambling industry’s most vibrant personalities.
**Gambling Insider:** Could you elaborate on your professional journey thus far?
**Jon Squires:** My involvement in advertising and performance-based media spans approximately two decades. My initial endeavors involved assisting conventional print publications in navigating the online realm during the early 2000s. Upon completing my MBA at INSEAD, I returned to London and immersed myself in the startup landscape. I established my own venture and collaborated with exceptional entrepreneurs on numerous projects, including a now-renowned company named Medikidz. Shortly after divesting from one of these companies, I received an inquiry regarding the position at iBus.
**Gambling Insider:** Could you provide some insights into the evolution of iBus Media?
**Jon Squires:** Antanas Guoga, widely recognized in the poker community as Tony G, established PokerNews 12 years ago. While it originated as a typical online affiliate enterprise, he distinguished it by delivering exceptional live event coverage, genuine understanding of industry trends, and a player-centric approach. Furthermore, we have PokerListings, which excels in SEO and conversion optimization, and PokerStrategy, a poker educational platform. We also organize live events, positioning ourselves as the preferred partner for industry stakeholders.
Its been a remarkable trip! Our reach has broadened to encompass 30 nations, with consistent publications in 26 tongues.
You see, iBus Media also manages the Online League, previously recognized as the Poker League. We opted for a name change to mirror its expansion beyond solely poker. Frankly, it has evolved into a vast network, at one stage even exceeding PokerNews in size. The shutdown of the US market dealt it a significant blow, but it is rebounding forcefully. We’ve even witnessed record-shattering months this year, eclipsing figures not seen since before Black Friday. Currently, we’re observing a robust 20,000 members and continued growth.
Tony G, what a personality, wouldn’t you say? He’s universally known for his audacious poker approach, but he’s also a sharp businessman. I assumed the CEO role in 2013 when he chose to concentrate on politics. People would be astonished to discover his incredibly prosperous business endeavors in Lithuania. He’s like the Richard Branson of the Baltic region! He possesses that magnetism, that innate entrepreneurial zeal that spots opportunities everywhere. I have zero doubt he’ll achieve success in politics as well. He’s channeling that same fervor and determination from the poker table to the European Parliament. This is merely the commencement for him.
Therefore, since my arrival, my concentration for PokerNews has been… well, that’s a more extensive dialogue.
Upon my initial foray into the realm of poker, it felt like striking gold. Easy fortunes abounded, with everyone raking in substantial winnings during the poker surge. My prior profession? Let’s just say it was a stark contrast – a desolate wasteland. Closing a single deal after reaching out to 20 firms was a stroke of luck. That journey instilled a particular rigor within me, one I carried over to PokerNews. Data became our obsession, meticulously analyzing everything, scrutinizing every cent allocated to campaigns. We understood the necessity of a business framework capable of weathering storms, adapting to whatever the future held – elements like the rise of mobile devices and ad-blocking software. Fortunately, we made those difficult decisions back in 2013-2014, well before the industry began to feel the pressure in 2016.
Now, you inquire about PokerStars. Indeed, as the undisputed heavyweight, their supremacy presented distinct obstacles for a collaborator like PokerNews. That’s simply the nature of the digital landscape, isn’t it? Monopolies emerge across the board. While the players may shift, PokerStars, with its colossal player pool, wasn’t going to surrender its throne anytime soon. However, even behemoths face rivals. 888, for instance, has consistently remained a formidable contender. And then there’s GVC – they’ve encountered their share of hurdles with acquisitions, but I wouldn’t discount them.
Yet, here’s the crux: perceiving poker alliances in isolation is a fallacy. It’s all interconnected within a larger tapestry, the entire online gaming ecosystem. You have casinos, sports wagering, even bingo and lotteries. The target audience might differ, but the fundamental business model, the expenditures, they share the same core principles.
What implications does PokerStars’ re-entry into the American online poker scene hold for the future?
Annually, it appears a new “game-changer” emerges within the poker landscape. We’ve witnessed the rise of mobile poker, Twitch broadcasts, the Full Tilt merger, and naturally, the reactivation of the US market. I believe the US market will be massive for Stars, though it has the potential to negatively impact some of the smaller platforms if they are not strategic. For PokerNews, it’s probably a positive development. We are passionate about live events, and tournament poker is flourishing. Should we concentrate on covering the North American poker circuits, or if the World Series of Poker bolsters its US footprint with even larger tournaments, it would be incredibly beneficial for us. We’re extending the PokerNews Cup into the US this year, and we’re already observing heightened confidence from our collaborators. It’ll be intriguing to witness how the WSOP unfolds, however.
Im certain that performance marketers should embrace the newest progressions in advertising technology. Proprietors who don’t smoothly incorporate these innovations will fall behind and encounter a challenging future. There’s a genuine possibility of missing out on substantial income – we’re discussing 6% to 8% – but the positive news is that the appropriate tech can be transformative. And that’s the reason we’re providing this technology without charge to all content creators on Online Affiliate World. It’s the absolute most impactful method to elevate their profits.
You obtained the daily fantasy sports (DFS) site FantasyWired last year. What inspired your entry into the DFS realm?
There’s an obvious link between the spheres of performance marketing and DFS. There’s been some discussion about whether poker enthusiasts would instinctively lean towards DFS, but ultimately, both are skill-dependent games with probabilities and numerous avenues for media exposure. My group was truly enthusiastic about it, particularly our Chief Creative Officer, Matt Parvis. It simply seemed like a logical progression.
How much have legal shifts in the US compelled you to reassess DFS?
We haven’t allocated as many resources as we originally envisioned.
What’s your perspective on the outlook for DFS in Europe?
We’ve been conversing with some individuals here, and I believe it hinges on the effectiveness of its marketing and whether they can penetrate the office league sphere. I’m uncertain how many individuals will be dedicating their weekday afternoons to DFS, however.
Numerous imagined athletic contests, such as the one hosted by The Sun and similar generic versions, experience a surge in registrations as the season commences. However, once frontrunners emerge, it’s estimated that a significant portion, perhaps 60% to 80%, of participants disengage. Should daily fantasy sports devise a method to capture that early enthusiasm and maintain player engagement, they’ll be on the cusp of something monumental.
You observed that poker enthusiasts tend to be more knowledgeable – does this make them a tougher demographic to transition into paying customers compared to casino patrons, given their deeper understanding of concepts like the house edge?
It’s accurate that casino goers (at least in the online realm) exhibit greater impulsivity, but poker players are known for their unwavering loyalty. One need only examine the recent outcry when their preferred platforms adjusted their fees or loyalty schemes.
What are the most significant hurdles and prospects confronting iBus Media in the foreseeable future?
Our paramount obstacle lies in ensuring the optimal placement of our personnel. We are fortunate to have an exceptional team at present. Integrating new individuals always induces a degree of anxiety, as it can disrupt the exceptional synergy we’ve cultivated if the wrong candidate is brought on board. However, within this sector, specialized proficiencies are a rare commodity, necessitating external recruitment. We remain perpetually in pursuit of top-tier talent, but then again, doesn’t every organization share that sentiment?
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