However, among the multitude of strategies and expert tutorials on how best to achieve such a goal, is there question of: how much do you know about your network? With this in mind, CasinoBeats is aiming to take a look under the hood, if you will, and has tasked the 100 Club to help out.

Allan Petrilli, VP of Sales & Growth at Intelitics, is the latest person to join the CasinoBeats Pathways hot seat as he reminisces on his journey in the gambling sector with CasinoBeats Senior Journalist Conor Porter.

CasinoBeats: Could you begin by talking us through any past experiences that have been gained outside of the gambling industry? Could your career have taken any different paths?

Allan Petrilli: So non-ironically I actually started my career in sports. I graduated University in 2009 prior to that I worked in the Canadian football league for the Montreal Alouettes who actually won a handful of championships while I worked there as an intern as an events coordinator. So I started my career there and really loved it, thinking that I’d  probably work in sports for my entire life. 

When I graduated in 2009 I took a job at the 2010 Vancouver Olympics which was incredible. I worked at the curling venue with a handful of old colleagues from the Montreal Alouettes. I got to be in the building when Canada won the gold for curling which was amazing. I got to be on the streets of Vancouver when Canada beat the US in the gold medal hockey game so really from that point just thought sports was where it was going to be.

What was it that eventually led you into this industry?

I was looking for a job in marketing in Montreal. In Montreal you know you either work for a French organisation or an organisation that requires you to be able to communicate and write in French and although I’m born here my communication skills in French were not great.

I started looking for jobs and marketing I was to be fair a little bit limited in in what opportunities I had so I I started mass applying at companies just trying to figure out where I’d be able to get my next role and at the time I applied at a company which was publicly called Econ Access, which is now known as Income Access, not even knowing that they were involved in the gambling industry at all. 

I applied for a marketing coordinator position in their affiliate marketing team. Even in my first interview it was a little bit cagey that they service igaming operators, no fault of their own. In 2011 in North America igaming was quite taboo as it was not regulated. We had just come off the heels of everything that happened kind of in the mid-2000s with the wire act. 

So I went through a few interviews then you know slowly started to realise that they served as the odd gaming industry and ended up uh kind of falling face first into it and never looking back.

How would you assess your progress through the industry to date? Are there any interesting anecdotes that would interest our readers, or any standout experiences that may not have been possible without the current, or a past, role?

I think the beauty of this industry is it’s so global. A lot of other industries are focused on wherever you’re based. Obviously I’d be remiss to not talk about the amount of travel I’ve got to do since I’ve joined the industry in various roles.

I’ve obviously travelled most of Europe for the conference series that I’ve been to. I’ve travelled across the US in my role at Mundo Media, ended up in Bangkok for an

Affiliate World Conference so really got to kind of see the world on the back of some of the jobs that I’ve had over time and as someone who loves travelling I don’t know that there’s any bigger benefit than that. 

What would you say have been the major changes during your time working in the industry? Both for the better and worse.

I think we’re growing up and I don’t mean that in a bad way but I think with regulation comes the need for the industry to become a little bit more serious. I’m obviously focused on user acquisition affiliate marketing tracking, which has seen incredible overhauls over the last 10 to 15 years.

When I joined the industry there were basically no ad platforms that anyone was really allowed to buy on or did they exist at the time. Affiliates were primarily SEO companies either run out of their houses or small units. Looking back to 2011, Catena Media didn’t exist. Better Collective was a running betting expert and that was what they were and if you look now they’re huge publicly traded companies driving incredible volumes of traffic globally.

I think it’s been interesting, the kind of the path that the industry has taken to scale and I think just in general we’ve become a much more serious industry to the rest of the world.

If you could ask the 100 Club any questions, or task them with tackling any issue, what would that be?

I really think collaboration in coming together as an industry to try to solve the issues that we’re facing is incredibly important. I don’t think we don’t do it but I think because we’re scaling so quickly and regulation is moving so fast everyone at the end of the day is looking out for themselves a little bit. 

I think as a group we need to look at speaking more, whether that’s directly with our competitors or groups that we’re working with and trying to push the industry forward from an innovation standpoint.

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Delasports-powered operator OceanBet has formed a partnership with Intellitics to utilise the latter’s premium product suite, which will manage the company’s affiliate and paid media activity across regulated markets in North America and LatAm. 

Allan Petrilli, VP of Sales and Growth at Intelitics, commented: “We are thrilled to partner with OceanBet to power its affiliate program. Our platform and suite of tools have been designed to leverage the power of data to allow operators to monitor performance and optimise campaigns and spending in real-time.

“This will allow OceanBet to be aggressive with their spending, knowing that it is being deployed in the right areas and with the best partners. This, in turn, allows them to drive new player sign-ups at pace and at scale in each of the markets they target.”

OceanBet will leverage Intelitics’ mar-tech AI-driven insights and granular data-powered platform to help the operator “ramp up customer acquisition” in preparation for the launch of an affiliate service. 

The operator’s affiliate partners are also set to benefit from the partnership, gaining access to real-time data and analytics to manage their campaigns and monitor their progress and effectiveness.

Al Turner, a spokesperson for OceanBet, added: “Intelitics was the obvious choice for us as its platform, tools and capabilities are just so far ahead of the curve. There is no other platform out there that is so intuitive to use while also providing such depth when it comes to data, monitoring and analysis.

“We are excited to be using Intelitics to deploy our hugely ambitious plans for our affiliate program and the OceanBet brand.”

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Through the deal, LuckyBet will have access to Intelitics’ data-driven platform and premium toolset to manage all affiliate and paid media activity, utilising the platform’s features such as campaign monitoring, player tracking, automated reporting and personalised dashboards, all in real-time and via a single platform.

Allan Petrilli, VP of Sales & Growth at Intelitics, commented: “Affiliates are a highly effective acquisition channel for all operators and brands, but especially those that are new. It provides access to large audiences of relevant players that are primed and ready to convert, while also building trust with the brand.

“When it comes to scaling any channel, operators must have access to real-time data and actionable insights, and that’s exactly what our platform and premium product suite provide. We are excited to help LuckyBet scale aggressively as they pursue a goal of being a major player globally.”

LuckyBet is looking to provide its publisher partners with an “innovative affiliate experience” to drive awareness and new player sign-ups in identified “high growth emerging markets”.

The operator’s affiliate partners will have access to real-time data and analytics and flexible pixel tracking, giving them the capability to manage their campaigns and analyse their effectiveness.

LuckyBet’s online casino is being powered by GiG, which has a strategic partnership with Intelitics to provide operating partners with direct integration into the Intelitics platform.

“We have ambitious plans to become one of the foremost online casino brands in emerging markets around the world,” added Ian Parke, CEO at LuckyBet.

“This partnership with Intelitics will allow us to provide a next-generation experience to our partners in these markets, all of which have seen continued growth over the last five years. We believe a myriad of unique player journeys delivered via the Intelitics platform will allow us to claim significant market share in next to no time.”

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Under the terms of the deal, Aspers Group will utilise Intelitics’ data driven product suite and platform to manage all affiliate and paid media activity for its Aspers Casino site, which is powered by GiG and set to launch in early 2023.

Allan Petrilli, VP of Sales at Intelitics, explained: “Aspers Group is a renowned land-based operator in the UK and we are thrilled to be playing a part in its move online and in particular with its affiliate and paid media activity.

“Performance marketing and paid media present a tremendous opportunity for online casino brands to acquire new customers at scale and for a sensible return on investment.

“Our platform provides access to the real-time data they need to monitor and track campaigns, and fine-tune strategies as they go to ensure they achieve the best possible results. It can also help Asper’s traffic partners improve their performance, too.”

Furthermore, Aspers Casino’s affiliate partners will be able to access real-time data and analytics via the suite, as well as flexible pixel tracking, which allows management of campaigns and monitor effectiveness. 

Intelitics is live with GiG’s Data Broker product which provides an event-driven, real-time stream of data points directly into the Intelitics back end, allowing Aspers Casino and its traffic partners to have access to all data in real-time.

“We see affiliates and paid media as having great potential to acquire new players following the launch of our Aspers Casino online brand,” noted Richard Noble, Group CEO at Aspers Casino. “There is a difference between spending big and spending smart, and with Intelitics we can do the latter.

“We see this partnership as the foundation for our performance and paid marketing activity, and couldn’t have asked for a better platform provider than Intelitics.”

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Under the partnership, Intelitics will deliver its data-driven product suite and platform, which the operator will use to manage all affiliate and paid media activity. This includes real-time media campaign monitoring and player tracking.

Richard Roberts, President of Mohegan Digital, said: “We believe the PlayFallsview online casino and sportsbook is well positioned to be a leader in the Ontario digital marketplace.

“In such a highly competitive market, effective customer acquisition is essential and in Intelitics we have a proven partner whose technologies and tools will allow us to maximise player engagement activity.”

Furthermore, this platform and product suite will also allow PlayFallsview’s affiliate partners to access real-time data and analytics as well as flexible pixel tracking. This aims to ensure that they can manage campaigns and monitor their effectiveness quickly and easily.

“We are thrilled to have been chosen by Mohegan Digital Canada to drive customer acquisition efforts for PlayFallsview,” explained Allan Petrilli, VP of Sales and Growth at Intelitics.

“The operator will undoubtedly be able to leverage its reputation and brand power in the online space and via our platform and suite of products and tools will be able to super-charge its acquisition efforts and achieved unrivalled ROI.

“Ontario is set to be a big market and this deal with Mohegan Digital Canada cements our position as a leading acquisition and retention partner for operators looking to get in on the action and engage players at pace and at scale.”

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The inclusion of GiG’s tool will allow B2B firm’s clients to integrate with Intelitics, providing igaming operators with real-time access to all its data. 

Martin Collins, Director of Sales & Business Development at GiG, said: “With Intelitics becoming the first affiliate platform provider on our marketplace to integrate to the GiG Data Broker, our partners can now draw leverage from the real-time data flow advantage that it offers. 

“We’re indelibly linked to the innovation and ingenuity of our solutions, so it’s a continued source of pride to be able to keep pushing new ground.”

GiG’s Data Broker will provide an event-driven, real-time stream of data points directly into the Intelitics back end, which is said to remove the need for daily uploads of data or time-consuming database querying. 

Allan Petrilli, VP of Sales and Growth at Intelitics, noted: “We are very excited to further our existing integration with GiG and continue to strengthen our relationships with platforms that share the same vision of the importance of real-time data!

“We’re proud to be the first user-acquisition tracking platform to integrate the GiG Data Broker, and we’re sure it will lead to more secure and seamless integrations, as well as giving our customers full, real-time access to all the data points they need.”

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Ahead of the summer blockbuster period, and coming off the back of probably the most controversial Oscars moment in the Academy’s history, we thought this would be the perfect moment to ask our 100 Club members their most favourite film scenes that involve casino. 

I will kick start us off with my worst and best casino scene:

The worst casino scene by far, and probably the worst within the franchise, is in Star Wars: The Last Jedi where Finn and Rose go to the desert world of Cantonica to find the code-breaker who is located within the casino city called Canto Bight. 

Though visually stunning, that section of the film is just a narrative cul-de-sac and, if removed from the film, the outside would more or less be the same. 

Now the best scene has to be from 1996’s Swingers, starring Jon Favreau and Vince Vaughn where two wannabe actors attempt to show their worth at the high rollers table as they sit down at the blackjack table and lose $300 in one hand.

Henrik Fagerlund, COO at Raw iGaming, stated that, for him, it has to be a James Bond film and stated that there is “no more iconic casino scene than in 1983’s Octopussy.

He explained: “While we are used to seeing Bond flex his muscles to beat his enemies, in this scene, it is his intellectual might and his understanding of the rules of backgammon that allow him to outwit villain Kamal who had been using loaded dice to defeat other opponents. Bond uses a quirk of the game whereby you can use an opponent’s dice to defeat Kamal. 

“There is nothing like beating someone at their own game and no one does it with more style than James Bond who in Octopussy is played by the legend that is Sir Roger Moore.”

Another one of our members, Allan Petrilli, VP of Sales & Growth at Intelitics, noted that Martin Scorsese’s 1995 film Casino, starring Robert De Niro, Joe Pesci, and Sharon Stone, has endless great casino scenes, yet highlighted the cowboy scene. 

He commented: “For me – it’s the scene in Casino when Robert De Niro has the cowboy kicked out of the casino for being disrespectful.”

Victor Pronk, CCO at Incentive Games, also remained in Las Vegas and highlighted The Hangover scene where Zach Galifianakis enters down the escalator and, well, we all know the rest.

He stated: “That is easy. The Hangover where Alan (Zach) looks like Rain Man coming the escalator.”

Helen Walton, Founder and CCO at G.Games, went in another direction to our members and, though still a casino game, it took place outside of Vegas and a legitimate brick-and-mortar property and went to the dark backdrop of a back alley boxing ring in the middle of London. 

She concluded: “Is it just casino? It has to be the poker game in Lock, Stock and Two Smoking Barrels – best high drama card playing ever put on film in my view!”

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As part of the link-up, Intelitics will provide its product suite that Lottery.com will utilise to manage affiliate and paid media activity, such as real-time campaign monitoring and reporting. 

“We are thrilled to be working with Lottery.com and to have been chosen to power its LotteryLink affiliate programme,” stated Allan Petrilli, Vice President of Sales and Growth at Intelitics.

“As a data-led solution we empower operators and their affiliates to take control of their activity in real-time to maximise performance and ROI. 

“We believe this will help Lottery.com grow its presence across the US and internationally, and also for its affiliates to perform at a high level. We look forward to working with the Lottery.com team and its LotteryLink affiliate programme to help it achieve its expansion plans.” 

The platform and product suite is said to benefit Lottery.com affiliates that sign up to its LotteryLink affiliate marketing programme by giving them access to real-time data and analytics as well as flexible pixel tracking. 

These tools will enable the affiliates to effectively self-manage their campaigns and monitor their effectiveness. 

Moreover, the company plans to leverage its growing network of affiliate partners to drive growth and expand the number of affiliates who are part of LotteryLink. 

Greg Potts, Global Vice President of Affiliate Success at Lottery.com, added: “We expect our LotteryLink affiliate program to be a key driver of our growth.

“We are looking forward to working with Intelitics and having it help us achieve our goals for LotteryLink. We look forward to a long and successful relationship with Intelitics.”

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Adding to its growing roster of partners, the agreement with the marketing and analytics platform provider is said to aid the sports media company drive further growth across markets across the globe via its data-driven product suite and platform. 

“To bring one of the biggest digital sports media companies in the game to our platform is a big moment for us and is further validation of the prowess of our technology and the selection of tools that Better Collective can now leverage,” explained Allan Petrilli, VP of Sales & Growth at Intelitics. 

“Data is the most valuable resource to both operators and affiliates and we have built our platform and service offering around making it easily available to our customers, and then giving them the tools they need to analyse and take action. 

“We look forward to a long and successful partnership with Better Collective and are confident that our platform will drive it on to great success in various markets.” 

In addition, the partnership will also incorporate the provider’s back office with real-time data and granular campaign reporting that is said to ensure that Better Collective is optimising spend at scale as it continues to grow.

Gavin Moore, VP of Group Acquisition Marketing at Better Collective, added: “Teaming up with Intelitics and leveraging their out-of-the-box performance marketing software allows us to go to market swiftly on new initiatives, allowing us to collaborate with hand-picked, high quality publishers, which will only further amplify our global reach and enhance the value add to our partners.

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The strategic partnership allows Flows’ customers to have seamless, real-time access to Intelitics, without the need to go through an additional integration. 

This, the company says, strengthens its drive to offer choice to its customers through a single integration with Flows, and ensures that they are not limited with who they can partner with. 

For Intelitics, the partnership means it can layer on data to help inform its business intelligence tools, to allow customers to customise what they can do with the data as well as using Flows to create additional features and applications. 

James King, CEO at Flows, explained: “Flows and Intelitics are two companies that are dedicated to pushing the boundaries in order to allow our customers to innovate and grow at scale. 

“By joining forces, we can take this to the next level by providing partners with the ability to customise real-time data and by giving them the ability to build features and tools without code. This is a powerful combination and one that we believe will deliver tremendous added value to the North American market.” 

Intelitics provides online sportsbook and casino operators with a single platform that allows them to track, analyse and grow all acquisition partnerships and campaigns across web and mobile through access to real-time data, which is designed to unlock hidden revenue and boost ROI. 

Allan Stone, CEO at Intelitics, commented: “This strategic partnership between Flows and Intelitics will provide marketers in the US and beyond with the data and ability to develop and build the tools they need to extract the greatest value from it. 

“The marketing war is already underway in North America but with the focus shifting from growth at any cost to growth at sustainable cost, marketers are going to have to use data to inform decisions and refine campaigns based on what it is telling them. 

“The combination of Intelitics and Flows enables them to do just that. This really is a great partnership and one that benefits the customers of both businesses.”

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