## PokerNews Turns a New Page: Jon Squires Takes the Helm
Jon Squires has ascended to the top leadership position at online gaming powerhouse, PokerNews, succeeding industry icon, Tony G. In a private discussion, Squires provided us with insights into his plans for the future of affiliate marketing within the gambling sphere, suggested promising financial gains for PokerNews, and reflected on taking over from one of the most recognizable personalities in the poker realm.
Squires’ path to the summit is far from conventional. Boasting over twenty years of expertise in advertising and results-driven marketing, he was a pioneer in the digital media surge of the early 2000s. Following the completion of his MBA, Squires embarked on a path of entrepreneurship, establishing his own company and co-founding several others, including the highly prosperous Medikidz. It was after departing one of these ventures that he received an inquiry about the opening at iBus Media, the organization overseeing PokerNews.
Established by Antanas Guoga, more widely recognized in poker circles as Tony G, PokerNews has maintained a commanding presence within the industry for over ten years. While initially a standard affiliate platform, Tony G’s foresight set it apart. By delivering exceptional live tournament reporting, offering astute industry commentary, and consistently championing players, PokerNews evolved into the premier destination for poker enthusiasts. Squires acknowledges this heritage, recognizing other significant contenders at the time – PokerListings, renowned for their search engine optimization expertise, and Poker Strategy, a leading poker education platform – but highlighting that PokerNews consistently distinguished itself through its on-ground involvement and commitment to serving the poker community.
Its been a remarkable adventure! Our influence has broadened to encompass 30 nations, and we disseminate our material in 26 tongues.
Furthermore, we possess Online Affiliate World, previously known as Poker Affiliate World. Its magnitude rivaled, if not surpassed, PokerNews, but it experienced a more severe impact when the US market shuttered. Presently, it thrives, even achieving an unprecedented monthly milestone in March. Our platform boasts approximately 20,000 affiliate participants.
Tony G assumed the role of CEO in 2013, opting to prioritize his political aspirations. He is renowned for his assertive demeanor at the poker tables, but what qualities define him as a business leader?
He ranks among the most astute businessmen I’ve had the privilege of collaborating with. While his reputation as an aggressive poker player precedes him, many may be unaware of his highly prosperous business holdings in Lithuania. He embodies the Richard Branson of the Baltic region! His popularity, intellect, and eloquence are truly exceptional. Tony possesses an innate entrepreneurial spirit, perceiving opportunities in every endeavor. I am confident that he will excel as a politician as well. The same fervor he displayed at the poker table now serves him admirably in the European Parliament. This marks merely the commencement of his journey as a public figure.
Therefore, what is your envisioned trajectory for PokerNews in the times ahead?
At the beginning of my journey, this sector was a treasure trove! It coincided with the poker surge, and generating income was effortless. My former field was the complete opposite, a desolate wasteland. One had to be relentless, contacting countless firms just to secure a single agreement. Consequently, I brought that tireless work ethic to PokerNews. We promptly commenced collecting information on every aspect, scrutinizing the expenses of each endeavor, determining how to construct an agile, enduring business framework that could adapt to disruptions like mobile web access and advertisement filters. Fortunately, we were making strategic decisions back in 2013 and 2014, not scrambling in 2016.
Does PokerStars’ supremacy in internet poker present distinct obstacles for PokerNews as an associate?
Digital markets tend to gravitate towards single-entity control. Although the leader might shift, I don’t foresee PokerStars relinquishing its hold easily – their scale is simply too vast. Nevertheless, there are competitors closing in: 888 is a formidable presence, and I believe GVC, once they navigate certain merger obstacles, will be a major player.
However, one cannot solely view poker alliances in isolation; they must be seen within the broader online gaming environment. Presence is needed in casinos, sports wagering, even areas like bingo and lotteries. The demographics might differ, but the revenue models and expense frameworks share significant commonalities.”
What potential does PokerStars’ reemergence in the US digital poker landscape hold?
Annually, the poker world seems to embrace a novel “game-changer,” such as mobile platforms, Twitch broadcasts, the Full Tilt merger, and the US market’s reactivation. However, I firmly believe the US market will be massive for Stars, even if some smaller entities might face difficulties. It could be highly advantageous for PokerNews as well, given our passion for covering live tournaments, and the tournament arena is flourishing. If we can amplify our coverage of North American poker circuits, or if the World Series of Poker can solidify its US presence and organize some premier events, I think it would be incredibly positive for us. We are strategizing to extend the PokerNews Cup into the US this year, and we’ve already observed heightened confidence from our collaborators this year, although how everything will unfold remains to be seen.
How would you evaluate the present condition of the affiliate marketing sector within online poker? What are your projections for the trajectory of this market?
Affiliate marketing previously leaned heavily on content generation, employing substantial editorial and technical staff. Nevertheless, as the market has become more segmented, regulations have become stricter, and international shared liquidity has vanished, cultivating enduring local player communities has become progressively tougher. Attracting new players or retaining current ones has also become more demanding, as certain brands have reached a point of saturation within the market.
Partners in performance marketing must elevate their adtech game, while providers need to streamline integration – or the sector faces a prolonged, systemic downturn. Although a 6% to 8% dip might be looming, embracing the correct technology can counteract this. We’re offering this technology gratis to all Online Affiliate World content creators because it’s the optimal method to bolster their earnings.”
“You purchased fantasy sports platform FantasyWired in the previous year. What drove your foray into daily fantasy sports?”
“There were obvious alignments. I’m aware there’s discussion around whether poker enthusiasts will inherently gravitate towards DFS, but DFS is a skill-driven wagering game with numerous chances for anticipation. My staff was – and remains – enthusiastic about it, particularly [iBus Media Chief Creative Officer] Matt Parvis. So it was an organic progression.”
“To what degree have legislative shifts in the United States compelled you to modify your DFS approach?”
“Our investment wasn’t as substantial as some other firms.”
“What’s your outlook on the future of DFS within Europe?”
“We’ve engaged with several individuals in the European market, and I believe its success depends on marketing expenditure and how they incorporate workplace leagues. I’m uncertain about the potential number of casual workday participants.”
Numerous dream football leagues, such as the one hosted by The Sun and various generic offerings, experience a surge in registrations as the season commences. However, engagement takes a nosedive – plummeting by 60% to 80% – once a frontrunner emerges. Should daily fantasy sports unearth a method to consistently rekindle that initial enthusiasm, they would be on the cusp of something monumental.
You alluded to poker enthusiasts being more knowledgeable – does this imply they are more challenging to transition into real money participants compared to casino patrons due to heightened awareness of the house edge?
It holds true that online casino players tend to be more impetuous, while poker players exhibit unwavering loyalty – one only needs to observe their recent, vocal disapproval of modifications to their preferred rake structure or VIP program.
Regarding the most significant hurdles and prospects confronting iBus Media in the years ahead? Ensuring the right individuals occupy the right positions will be paramount. We currently boast an exceptional team, and I remain cautious about rapid expansion as it can be a lengthy process to restore the positive environment we enjoy if an unsuitable hire is made. Nevertheless, talent possessing the specific expertise we require is scarce in this sector, so internal promotions are not always feasible. We are perpetually seeking the best and brightest – but then again, who isnt?