In this iGaming Talks interview, we sit down with Arthur Yulbarisov, Chief Product Officer at Alanbase.
We will explore what sets the platform apart, how user feedback shapes its evolution, and what trends are driving the future of affiliate marketing. Arthur also shares his journey from technical support to CPO, offering insights into leadership and the importance of fostering talent within a company.
TheGamblest: Arthur, thank you for joining us! Firstly, can you elaborate on the role of Alanbase in the iGaming industry?
Arthur: Alanbase is a unique platform that has no analogues. On our solution we can launch an affiliate program with deep analytics of traffic for the partner, which no other platform will give you. In one platform you can not only manage campaigns and promotional materials, but also generate reports and statistics on custom metrics (you determine which traffic metrics you are interested in), which are really important to you. Cohort analysis, which allows you to analyze traffic without additional tools, is a special love of our partners. All this is complemented by the most marvelous support, which does not just explain how to work on the service, but solves your business problems!
TheGamblest: What are the products and services that Alanbase currently provides?
Arthur: We currently have a platform for launching and managing affiliate programs, which is successfully used by both operators, brands, and CPA networks. Our platform is also suitable for media buying teams. This year, we also plan to introduce additional functionality that expands our capabilities, but this is a secret.
TheGamblest: You started your journey in Alanbase as a technical supporter, and now you’re the Chief Product Officer at the company. What were the key factors that contributed to your rapid progression?
Arthur: I think that the position of CPO should be a person who is constantly learning, looking for something new, has an analytical mind and logic, because a large amount of information is constantly being processed and business decisions are made based on this. A CPO should be able to listen to people and find the perfect balance between the requirements of the client, the business and the market as a whole. An important factor is the soft skills – to be able to build proper communication with all departments and clients. Of course, hard work is important, you need to love what you do and you need to get high from it. You can list many qualities, but perhaps I said the main thing. Before joining Alanbase, I had experience in marketing, traffic monetization, entrepreneurship and freelance, and I was a universal person everywhere. I think that this background allowed me to take the position of CPO.
TheGamblest: You have recently mentioned the importance of user feedback in shaping Alanbase’s features. Can you share an example of a major change that came directly from user input?
Arthur: Yes, of course. One example is the introduction of cohort analysis not only for managers and administrators, but also for affiliates. Now, the operator determines what they want to show the partner in the cohort analysis, and thus the partner makes better business decisions on optimizing traffic channels and funnels used.
TheGamblest: How is Alanbase different from competitors in affiliate marketing and analytics? What is the company’s unique value?
Arthur: Perhaps, answering this question, we can say that it complements the previous one. Our product is the result of feedback, requests, and feedback from our customers. We constantly focus on our customers, and thus our platform helps to meet the real needs of the business, rather than some theoretical ones. The convenience of working with the platform and great support is one of our values, which we work on every day.
TheGamblest: Alanbase was initially developed for internal use before being offered to external clients. What led the company to making this decision, or, in other words, what was the ‘aha’ moment that made you realize it could serve a larger market?
Arthur: Perhaps the most striking indicator is that at some point operators and brands became interested in our platform because they liked our capabilities. This is a classic example where demand has generated supply.
TheGamblest: Arthur, you’re experienced in affiliate marketing, so, what emerging trends do you believe businesses should focus on to stay ahead and competitive?
Arthur: It is essential to collect feedback from clients, communicate at conferences, read the news, and analyze statistics. If you do all of these, then you will know emerging trends in the market.
TheGamblest: What’s one leadership lesson you’ve learned in Alanbase that others might find surprising, or you wished you had known earlier in your career?
Arthur: The most important resource is people. If you understand that you have talents working for you, you don’t need to waste them, you always need to cultivate loyalty to the company. You don’t have to forget about connection with basic employees. When they understand that you can speak the same language with them and understand them, listen to them – everyone will give their best 1000% and overperform simply because they work hard and love the product.
