Jon Squires: Steering PokerNews Through Changing Tides in Online Gaming

## Jon Squires Leads PokerNews into a New Chapter

Jon Squires is the new CEO of iBus Media, succeeding founder Tony G at the helm of a highly regarded affiliate company in the online gaming sector. In an exclusive discussion, Squires outlined his plans for the future of affiliate marketing, increasing PokerNews’ revenue, and what it takes to succeed one of the gambling industry’s most vibrant personalities.

**A seasoned digital media expert,** Squires contributes twenty years of experience in advertising and performance-based media. His career began in the early 2000s, navigating the transition from print to digital media. After completing his MBA, he immersed himself in the London startup scene, establishing his own businesses and collaborating with other innovators, including the now-famous Medikidz. The chance at iBus Media arose soon after he left one of these companies.

**PokerNews was established 12 years ago by Antanas Guoga, better known in poker circles as Tony G.** While fundamentally a standard affiliate marketing firm, PokerNews set itself apart with its dedication to engaging live event coverage, in-depth industry knowledge, and a player-first approach. PokerNews established its place alongside other industry heavyweights such as PokerListings, recognized for its SEO expertise and conversion optimization, and Poker Strategy, a prominent poker training platform. “We are the live events specialists, the industry insiders,” Squires emphasizes.

It has expanded significantly, establishing a footprint in 30 nations and routinely disseminating material in 26 languages.

Another branch of the iBus Media enterprise is Online Affiliate World, formerly Poker Affiliate World, a name change reflecting its broader scope beyond poker. While it has long matched, if not surpassed, PokerNews in scale, it experienced a greater impact when the US market shut down. Online Affiliate World demonstrates consistent growth, achieving its highest performance since Black Friday this past March. Its affiliate membership currently numbers approximately 20,000.

You assumed the role of CEO in 2013 as Tony G shifted his focus towards politics. Renowned for his assertive demeanor at the poker table, what are his characteristics as a businessperson?

He ranks among the most astute businessmen I’ve encountered. His forceful table persona is widely recognized, yet it represents only one facet of his personality. What many overlook is his highly successful business portfolio within Lithuania. He possesses a comparable profile in the Baltics to that of Richard Branson in the UK. He enjoys immense popularity, possesses sharp intellect, and articulates himself effectively. Tony embodies the quintessential entrepreneur – embracing all possibilities. I foresee him ultimately achieving considerable success in politics as well. The same fervor he brought to poker is now evident in the European Parliament. I perceive this as merely the outset of his journey as a highly influential public figure.

Upon taking the helm, what strategic direction have you pursued for PokerNews?

Upon entering the poker journalism realm, I found myself amidst its heyday. The poker surge made profitability seem effortless. However, my background stemmed from a cutthroat industry, where everyone was fiercely ambitious, relentlessly vying for every opportunity. I injected that same tenacity into poker news. We dove headfirst into every facet of the website, scrutinizing each expenditure, and strategizing how to construct an agile, enduring enterprise capable of weathering impending challenges like mobile web browsing and ad-blocking software. Fortunately, we undertook this endeavor back in 2013 and 2014, not 2016!

Did PokerStars’ market control in online poker create obstacles for PokerNews as a partner?

The digital landscape gravitates toward single-entity dominance. Although the key players might shift, I don’t foresee PokerStars relinquishing its hold in the near future. Their position is simply too deeply rooted. Nevertheless, several formidable contenders exist beyond PokerStars: 888 stands as a major player, and I believe GVC will emerge as a force to be reckoned with once they navigate the hurdles of their acquisition expansion.

However, it’s a miscalculation to perceive poker affiliates in a vacuum. It’s essential to recognize them within the broader online gaming sphere. Diversification into casino and sports wagering is crucial, along with bingo and lottery. While the target demographics differ, the underlying business framework and expense structure share similarities.

What potential exists with PokerStars’ reemergence in the American online poker scene?

The poker realm seems to experience a yearly “game-changer,” be it mobile applications, Twitch broadcasts, the Full Tilt merger, or the US market’s reactivation. The US market presents a substantial prospect for Stars, though it could endanger smaller entities if they’re not cautious. This could bode well for PokerNews, given our emphasis on live events and the resurgence of tournaments. Increased coverage of the North American Poker Tour or a US expansion by the World Poker Tour with major events would be highly advantageous for us. We’re bringing the PokerNews Cup to the US this year, and we’ve already observed heightened confidence from our various collaborators, though the World Series of Poker’s final figures will be quite telling.

What is the current state of the online poker affiliate marketing sector? What trajectory do you foresee for this area?

My perspective is that performance marketing experts should focus on enhancing advertising technology, while platform providers should prioritize seamless integration – otherwise, the sector will experience ongoing deterioration. Although there may be a current impact of 6% to 8%, this obstacle can be surmounted with the appropriate tools. We are committed to offering this technology without cost to all content creators on our Online Affiliate World platform, as we believe it’s the most efficient method to assist them in increasing their earnings.”

“Last year, you obtained the fantasy sports platform FantasyWired. What prompted your decision to venture into the realm of daily fantasy sports?”

“There’s a clear connection. While there’s discussion about whether poker enthusiasts will naturally gravitate towards DFS, it’s a skill-driven form of betting with numerous opportunities for data analysis. My team was, and continues to be, highly enthusiastic about it, particularly [iBus Media Head of Creative] Matt Parvis. Therefore, it was a natural progression.”

“What impact have legal shifts in the United States had on your approach to DFS?”

“Our investment hasn’t been as substantial as it might have been under different circumstances.”

“What’s your outlook on the future of DFS in Europe?”

“We’ve engaged with several key players in the field, and I believe its triumph hinges on the marketing efforts behind it and how they target the workplace league demographic. I’m uncertain about the proportion of casual Friday afternoon participants it will attract.”

I ponder over numerous fantasy sports contests presently – such as the aforementioned publication and similar generic offerings – that acquire a multitude of registrations at the season’s commencement, yet participation dwindles by a significant 60% to 80% once the leaders surface. Should daily fantasy sports unearth a method to seize that early enthusiasm consistently, it will undoubtedly prosper.

You perceive that card game enthusiasts possess greater knowledge – does this render them more challenging to transform into paying participants due to their heightened comprehension of the commission structure compared to their gambling counterparts?

Undeniably, as online gamblers tend to be more impetuous, while card players exhibit unwavering loyalty, evident in their recent displeasure towards modifications made to their preferred cashback arrangements or VIP programs.

What are the most substantial hurdles and prospects confronting iBus Media in the coming years?

The paramount obstacle we encounter moving forward is ensuring the placement of suitable individuals in appropriate positions. Currently, we are fortunate to have an exceptional team. I approach team expansion with caution, as it necessitates considerable time to reinstate our positive atmosphere if an unsuitable candidate is introduced. Nevertheless, the specialized expertise we require is scarce within this sector, compelling us to seek external recruitment. We perpetually remain vigilant for exceptional talent, as we all do.