Speaking to iGaming Expert, Jacques Nait, Founder of Betcub, reflects on his two decades of experience in the affiliate sector and how a bold pivot from supporting affiliates to becoming one himself laid the foundation for his platform’s unique community-driven model.
Ahead of the upcoming SBC Summit and the Affiliate Leader Summit, he explores how Betcub is reshaping the affiliate landscape by prioritising trust, user-generated content, and authentic engagement, and why building genuine communities is the key to long-term success.
Affiliate Leaders: Betcub entered a space that’s notoriously competitive. Looking back, what was the boldest decision that set you apart early on, and how has that shaped where you stand currently?
Jacques Nait: I first entered the iGaming industry back in 2004, starting in customer service for a gambling operator in London before quickly finding my place within the affiliate department.
Working exclusively in affiliates gave me a thorough understanding of how partnerships and campaigns really work, and those early years proved invaluable. Over time, I gained solid experience across other departments, like market research and lead generation. Despite this, the idea of running my own affiliate platform never left me.
In 2021, I took the leap and founded Betcub. The boldest decision was shifting from supporting affiliates to becoming one myself. Although it felt like starting fresh, I carried years of industry insight with me. The journey has had its share of highs and lows, but it taught me humility, gave me fresh perspectives, and deepened my appreciation for the genuine human connections that drive this industry.
AL: Affiliate marketing has transformed dramatically over the past 20 years. Do you feel these changes have made the role of affiliates stronger or weaker in today’s ecosystem, and where does Betcub see its edge?
JN: Affiliate marketing has evolved significantly in the last two decades, and I believe the role of affiliates today is both stronger and more challenging. Affiliates now have access to smarter tools, better data, and more transparent opportunities to work closely with operators. The ecosystem’s maturity is empowering, allowing us to build genuine, long-term partnerships instead of focusing purely on quick wins. However, the competition is fiercer, and staying relevant requires constant learning and adaptability.
At Betcub, our edge stems from putting the community first. In a noisy and crowded market, where players are bombarded with offers and content, prioritising genuine user interaction and trust is more important than ever. Rather than focusing solely on traffic or conversions, our platform thrives on deals and ratings submitted by real players, creating a cycle of quality and credibility. We believe affiliates will continue to play a vital role, but those who foster authentic communities and deliver real value will stand out the most.
AL: Brazilian bettors bring a very unique gaming culture to the table. Since the market regulation, what’s surprised you most about how they interact with Betcub, either in behaviour, trust, or expectations?
JN: Brazilian bettors have surprised me in several ways. When we first launched Betcub, we made some technical errors, especially when building the platform as a single-page app. It wasn’t SEO-friendly, and this meant we struggled with organic traffic and revenue in the early days. Despite these challenges, we noticed something remarkable: people in Brazil were searching directly for “Betcub” without any paid advertising or SEO efforts from our side. That genuine interest was very encouraging and revealed trust and curiosity in the community.
What has stood out most is how open and engaged Brazilian players are when they feel the platform is trustworthy and tailored to their needs. Their expectations are high; they demand transparency, clear information, and real deals. As we prepare to relaunch Betcub with a refactored platform, we are focused on meeting these expectations and building stronger connections with Brazilian bettors.
AL: Community is a word often used but rarely defined. For Betcub, what does building a true affiliate community mean in practice and how does it translate into loyalty and long-term value?
JN: Community often gets overused, but for Betcub, it means creating a space where real people actively share, discuss, and rate deals and bonus codes.
We are unique because we are a user-generated content platform in the gambling space. It is not just about broadcasting offers, but about fostering genuine interaction and trust among members. Our platform can only thrive if users feel they have a voice and know that their contributions influence what others see and trust. This ongoing engagement naturally builds loyalty, with users returning because they feel part of something meaningful.
Over time, this sense of belonging translates into long-term value, not just for the community but also for operators who benefit from an informed and engaged audience. With our upcoming relaunch, we are planning features like gamification and personalisation to deepen these connections and make the community even more rewarding to be part of.
AL: Affiliates often walk a fine line between driving operator partnerships and protecting players. How does Betcub ensure it doesn’t compromise one for the other?
JN: At Betcub, we recognise the delicate balance affiliates must maintain between supporting operators and protecting players. Responsible gambling is not merely a compliance checkbox; it is fundamental to everything we do. We enforce strict minimum age requirements based on local laws to ensure only eligible users access the platform. Every offer we list carries clear disclaimers to promote safe play, and we exclusively work with licensed operators who meet strict regulatory standards.
Building transparent relationships with these operators enables open communication and ensures we send quality, responsible traffic. Ultimately, we believe real, long-term success comes from putting players first while maintaining trust and integrity in partnerships.
AL: Many affiliates track clicks and conversions, but what unconventional, or rather overlooked metrics, does Betcub also use to measure success?
JN: While clicks and conversions remain standard, we understand success is about more than just numbers on a screen. Due to some early technical challenges, especially with SEO, there is still a lot of room for our community to grow. That is part of why we are relaunching with a refactored platform, designed to foster more widespread engagement.
Other key areas of interest for us include branded search traffic and how users interact with the deals and bonus codes we feature. These metrics tell us whether our brand is gaining recognition and if we are building trust with our community. By focusing on these deeper signals, we aim to nurture a solid and engaged user base that values quality and authenticity over short-term gains.
AL: Your content covers everything from betting guides to operator news. What’s the secret to producing material that players actually trust and engage with instead of tuning it out as more noise?
JN: The key is truly understanding your audience and remaining authentic. At Betcub, we avoid churning out content simply to fill pages or meet SEO targets. Instead, we focus on creating material that is genuinely relevant and useful to our users. Whether it is betting guides or operator news, we strive to offer straightforward, clear information that helps players make smarter decisions.
Today’s players are savvy and quickly recognise content that feels generic or overly promotional. By ensuring everything we publish is practical, timely, and honest, we build trust over time. Putting ourselves in the shoes of our community and listening carefully to their needs helps us cut through the noise rather than add to it, keeping players engaged and coming back for more.
AL: Networking is always a big part of industry events, but for Betcub, what’s the deeper value you expect from SBC Summit and the Affiliate Leaders Summit? And how do you think events like these can genuinely change the affiliate landscape rather than just being another get-together?
JN: For Betcub, events like the SBC Summit and Affiliate Leaders Summit are about far more than networking. While building relationships and reconnecting with peers is valuable, the deeper benefit lies in learning and inspiration. These gatherings bring together some of the brightest minds in iGaming, and being part of those conversations helps us keep pace with trends shaping the future.
With our relaunch coming soon, this is an ideal time to absorb fresh ideas that can drive innovation and growth. I believe such events truly reshape the affiliate landscape when participants come with openness and a collaborative mindset. Sharing real experiences, challenges, and strategies instead of just exchanging business cards fosters meaningful progress. For Betcub, being part of that community means contributing to positive change, not just attending another event.
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SBC’s Affiliate Leaders community brings together a vital segment of the iGaming industry, empowering affiliates to connect, share insights, and explore challenges and opportunities within the sector. Built around information exchange, Affiliate Leaders offers exclusive benefits, including speaking opportunities at SBC events, interview features, VIP dinners, and complimentary access to all SBC events globally, amplifying affiliate voices in the iGaming discussion. Apply for membership.
