Tell me a bit about the inception of Riddick’s Partners. Why come on to the market now?
Riddick’s Partners came to life because we saw a clear opportunity to do things differently in a very crowded affiliate space, especially in iGaming. Entering the market now, with Alex Riddick’s reputation and a team of experienced professionals, allowed us to kickstart things with a strong foundation. We knew 2024 was the right time — trends are shifting, and affiliates are looking for partners who understand both the technology and the people side of things.
What was the process of setting Riddick’s Partners up like?
Setting up Riddick’s Partners was exciting but also challenging. We started with a vision of not just fitting into the affiliate world, but with the clear goal of setting new standards. Building trust from scratch was one key focus and, luckily, Alex’s network helped us connect quickly with top-tier affiliates and advertisers.
Our goal from day one was to bring on a team that could redefine industry standards.
We put a lot of effort into developing unique solutions, flexible options and a reliable support system to make sure our partners felt the value right away.
The affiliate market is constantly changing. When creating an affiliate brand in 2024, what are the most important factors to consider?
Today, it’s all about being flexible and delivering real impact. We knew that just having good traffic wasn’t enough – brands and affiliates expect data-driven insights, customised support and features that really help them grow. Technology changes fast, so we stay flexible – whether it’s through our media-buying team or SEO experts. But it’s not only about tech; trust and genuine partnerships are just as crucial. Affiliates want partners who understand their challenges and help them succeed in meaningful ways, not just meet the minimum requirements.
What was the biggest challenge in getting Riddick’s Partners off the ground?
Our biggest challenge was definitely standing out in a market where there are already countless options to choose from. Affiliates are naturally cautious about new programmes, so building trust was our first big hurdle. Having Alex Riddick at the helm gave us an edge here, as he’s well known in the industry and that helped open doors. But beyond connections, we had to prove that Riddick’s Partners was different – that we’re here to offer unique value, not just be another option.
What is the biggest lesson you’ve learnt during your time with Riddick’s Partners so far?
The biggest lesson? The importance of staying flexible and continuously adding value. The iGaming market, especially the affiliate space, moves quickly and what worked last year might not work today. We’ve learned that having a strong foundation is great but, to truly succeed, we need to stay open to change and keep refining our offerings to stay a step ahead.
Listening to our partners and adapting based on their feedback has been a game-changer.
Looking at 2025, are there any tech trends or regulatory changes you are preparing for?
Yes, definitely! We’re preparing for shifts in both technology and regulation. On the tech side, data privacy and AI are big on our radar. We’re working on ways to use data more effectively while ensuring it’s handled responsibly. Regulation-wise, the iGaming industry is no stranger to changing compliance requirements, so we’re closely monitoring any updates to stay proactive rather than reactive. Our goal is to ensure our partners are always in a safe, reliable environment.
Where do you hope to be in a year’s time?
In a year, we hope Riddick’s Partners will be recognised as one of the top affiliate programs in iGaming, known not only for great results but also for our commitment to partners’ growth. We aim to expand our network, keep innovating and continue setting new standards in the industry.
