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🎤 iGaming Heroes. Mukul Kaushik: “Growth and brand building never really stop”

⚡️ Today, in our section of short interviews with affiliate marketing stars on iGaming Heroes at 3S.INFO, we have Mukul Kaushik, Chief Revenue Officer at Affnook.

Where do ideas for new projects come from? How do you choose "a different path"? What’s the difference between movement and progress? And most importantly—who is Zorro?

Find the answers now!

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What pulled you into iGaming — and why bet everything on building a tracking platform?

A few years ago, we were at iGB Live, pitching a whole other platform, when I was exposed to iGaming for the first time. It was apparent there that affiliate marketing operated with a certain nuance in this industry, and tracking tech was falling behind.

The product we were originally there to promote was not built for iGaming, and forcing it as a solution didn’t feel right.

So we went back with insights on the needs and challenges operators were facing, and examined the problem together, with fresh eyes.

That’s when the idea of Affnook by Trackier came into being, with the singular goal of solving the most pressing problems in iGaming affiliate marketing.

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What’s the best damn piece of advice you’ve ever received — work or life, doesn’t matter?

I have always been a big believer of

‘never confusing motion with progress’.

On a day-to-day basis a lot goes on — team meetings, stakeholder discussions, tasks, and KRAs.

But that doesn’t mean much, unless a focused approach is adopted. Moving the needle takes concerted effort, both at work and in life. You have to show up each day with resolve and purpose and make sure what you set out to achieve gets done.

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Ever had a client totally ignore the manual, do their own thing with Affnook — and somehow nail it?

Absolutely. One of our clients from Malta was able to get started on Affnook and manage complete multi-brand campaigning by themselves.

Of course, the odd question or two does pop up, but this was a wholly independent venture. Their customer support manager was a bit wary at first, but metrics on their account were indicating positive outcomes.

Over many more interactions with them, we’ve figured out improvements for our onboarding and support plan. That’s an advantage which only occurs with edge cases.

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What separates a “meh, it works” tracker from something affiliates actually love and rely on?

The first thing would be speed. When data doesn’t show up eventually, but instead becomes visible in real-time, all stakeholders involved in the affiliate campaign have a chance to react instantly.

The second is support. All our products come with 24/7 customer support because growth and brand building never really stop.

Finally, the third differentiator, in my opinion, would be specificity. Whether it is intent and actions, or product and use case, the alignment should be impeccable. That’s what truly takes it from ‘meh’ to ‘amazing’.

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Who’s more fun to grow — big affiliate networks or lone wolves? And who would you pick every time?

Bigger organizations come with scale and structure. Often that is what is needed.

But lone wolves push boundaries and are scrappy by nature.

They have to be to succeed. That is a quality we relate to a lot internally, as a young startup in a major industry.

The latter is also more likely to be a lot more active, be blunt with feedback, and usually seek out more ‘out there’ solutions, which in turn keeps us from developing blinders.

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READ THE FULL INTERVIEW ON 3S.INFO

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