As SBC Summit and the Affiliate Leaders Summit draw closer, we caught up with Assaf Stieglitz, Founder of Odds1x2, who will be attending the event.
Having launched one of the first odds comparison websites in 2004, Stieglitz has seen the sector evolve through Google algorithm shake-ups, shifting regulations, and new market demands.
Stieglitz also shares his thoughts on the rise of AI in the industry, and why successful adaptation to it is essential – as well as what he is most looking forward to during his time in Lisbon.
SBC: Hi Assaf, thank you for joining us today! First, I wanted to go back to the beginning. You studied computer science and briefly worked as a developer – what first drew you to affiliate marketing, and how did that lead to launching a business in the sports betting space?
Assaf Stieglitz: While working as a team leader in a software company, I started building an odds comparison engine that pulled prices from different sources as a hobby. I’ve always been a fan of sports, especially football, and during this time, online betting sites were starting to emerge. I thought, why not build a service that shows punters where they can get the best ROI by comparing the different odds offered by bookmakers?
Once the service was halfway built, I quit my job to test it in the real world. My initial plan was simple: set an earnings target for the first six months — if I didn’t hit it, I’d return to the software world as an employee. But things turned out far beyond my expectations, and that’s how Odds1x2.com was born.
SBC: Odds1x2 was founded back in 2004, and the affiliate landscape has changed dramatically since then. What have been some of the biggest challenges you’ve faced over the years, and how have you adapted your site to stay relevant?
AS: When I started Odds1x2.com, there were only two other odds comparison sites, and no big or medium-sized sites offered a similar service. That gave us a huge boost in traffic from search engines, as competition was virtually non-existent. But things have changed over the years.
Today, odds comparisons are everywhere, so we’ve constantly had to adapt. A few years in, we realised the real power lies in the data itself, so we launched a B2B division to provide services for companies that couldn’t build their own solutions.
Another major shift came from Google’s core algorithm updates. We had to double down on SEO and become much more user-centric. Now, AI is rising fast. We’re heading into a completely new era.
SBC: The affiliate space has been heavily affected by Google algorithm changes, and more recently, by the rise of AI tools. How have these developments impacted your business, and how have you responded to them?
AS: For the past 20 years, Google have been the kingmaker. Every algorithm update forced us to adjust, sometimes hitting us hard. In response, we launched more niche sites, like one focused on horse racing, to diversify. Eventually, we shifted our focus to B2B, which proved to be more stable and less volatile than relying solely on SEO-driven affiliation.
But I believe things are changing again. With AI models and Google’s AI overviews, users will rely less on traditional search, and traffic to websites will shrink dramatically. The companies that adapt will survive, while many won’t. The landscape is going to totally change.
SBC: On that note, are you currently using AI within your business? If so, how has it helped? If not, what’s stopped you from using it?
AS: AI has completely transformed how we work — from software development to marketing and the B2B solutions we deliver. On the development side, tools like Copilot, Windsurf, and Claude have taken us to a whole new level. We’ve cut development time by almost 50%, fixed bugs, built new solutions — everything is faster. So far, development has seen the biggest impact.
On the affiliate marketing front, we use AI models for technical SEO, market research, and brainstorming new ideas. We’re also combining the vast data we’ve accumulated over the years with AI to analyse trends and create new B2B products that give punters an edge. At the same time, I know sportsbooks are working on counter-solutions, so it’s going to be a fascinating battle.
SBC: Odds1x2 also provides information on Bitcoin betting. Has this been a notable growth area for the business, particularly with Bitcoin’s recent resurgence?
AS: To be honest, our Bitcoin section hasn’t fully matured yet. That’s mostly because of regulation and our priority of protecting players while remaining compliant. That said, with the new US administration openly supporting crypto and prices surging again, regulation is bound to follow — and regulation is exactly what will see cryptocurrencies more integrated into our industry. We’re following developments closely and choosing our partners carefully.
SBC: While your core audience has historically been in the UK and Western Europe, you’ve recently expanded into Central and Eastern Europe. What prompted that move, and were there any unexpected differences or opportunities presented with entering these markets?
AS: We started as a company focused on the UK market and English football. But over time, new opportunities emerged, while in the UK, constant regulatory changes made things increasingly difficult.
Don’t get me wrong — regulation is essential to protect players — but the way it has been handled, with frequent rule changes, made compliance both complicated and expensive.
That’s made the UK market less attractive for us. In contrast, LATAM and emerging European markets are much more appealing.
But success in new regions requires more than just copy-pasting content or translating it. You need to truly understand local user behaviour, what motivates punters, and partner with operators that have the right payment solutions and customer service tailored to each territory.
SBC: You’re joining us at the SBC and Affiliate Leaders Summit this September — what are you most looking forward to at the event, and what kind of conversations or connections are you hoping to have while you’re there?
AS: SBC events are a must-attend for us — they bring together a unique mix of experts and decision makers who together make up the betting ecosystem. I still remember the early Betting on Sports events in London, before the big summits — smaller gatherings where people shared ideas and built collaborations that shaped the industry.
This year, our main goals are to understand where the affiliate industry is heading in the age of AI, and to expand our B2B collaborations with affiliate companies — whether that’s a huge media group or a small newcomer. We can tailor solutions for each. I’m also looking forward to reconnecting with familiar faces and meeting lots of new people. And of course, I’m excited to hear more about the AI revolution we’re all experiencing.
SBC is the place to be to understand where the industry is going.
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