Reid Rooney on Subscriptions, Data and Building Profitable Sports Betting Communities
From Monetisation Hacks to Strategic Ecosystems: Reid Rooney on Evolving Affiliate Value
Most betting media companies can monetise attention. Very few know how to monetise trust. For Reid Rooney, co-founder and CEO of Betsperts Media & Technology Group, that difference has shaped how his business builds loyalty, price elasticity, and long-term affiliate leverage in an increasingly regulated environment.
In this episode of 15M Mastery, Reid joins Dmitry Belianin to unpack what sustainable monetisation really looks like for media-led affiliates, why subscription is still under-utilised in betting ecosystems, and how the best operators are now demanding data transparency, not just player traffic.
Monetisation is no longer about conversion, it’s about retention
The early affiliate economy rewarded those who could move volume. But as Reid points out, the landscape has matured. Operators and media groups are now competing on depth, not reach. They are looking for ways to retain users across an entire engagement cycle rather than chase one-off clicks or CPA hits.
“Affiliates often think in terms of signups,” Reid explains. “But the real winners are thinking in terms of user journeys. Can you monetise someone over three years, not three days?”
This mindset requires a different business model. Instead of monetising the edge of the funnel, Betsperts is focused on increasing user lifetime value through events, subscriptions, community experiences, and owned data assets.
Subscriptions work best when paired with identity, not just access
Reid is clear that subscriptions only make sense when they offer real perceived value. But the psychology of subscription goes deeper than paywalled content or gated features.
“People subscribe to things that reflect how they see themselves,” he says. “It’s not just utility. It’s about identity. Golf bettors, fantasy players, and poker grinders all want different things. And if you speak their language, they’re happy to pay.”
This shift toward persona-driven monetisation explains why niche creator brands are thriving. By anchoring content in specific communities and needs, they unlock both higher conversion and lower churn. A fantasy tools subscriber is not buying a spreadsheet. They are buying a belief in their edge.
Affiliates need to own more of the value chain
The most important strategic shift, according to Reid, is the move from single-channel monetisation to multi-channel ecosystems. Being just an affiliate, or just a content brand, or just a newsletter, is no longer enough.
“You want to monetise a user before they bet, when they bet, and even when they don’t,” Reid says. “That could be through a paid tool, a ticket to an event, or a merchandise offer. You don’t need one product. You need three or four ways to be valuable.”
This model depends on more than audience size. It demands a deep understanding of user behaviour, pain points, and motivations, and the ability to activate value across different moments in the cycle. That is where most traditional affiliates struggle, because they do not build systems for re-engagement.
Operators are watching metrics that most affiliates ignore
Reid believes many affiliates still misread what operators actually care about. The days of volume-based affiliate deals are fading. Operators want evidence of retention, segmentation, and conversion quality.
“They want to know if the user came back. Did they bet again? Did they convert on different products? And they want that data visible.”
As a result, media companies that can track and surface meaningful data points will win stronger partnerships. Those who cannot will lose leverage. Reid argues that this is not about becoming a tech company. It is about building trust and consistency.
“If your open rates drop, your churn goes up, or your audience quality declines, they’ll notice. If they trust your metrics, you get more room to experiment.”
Brand loyalty will come from belonging, not bonus codes
Beyond tooling and metrics, Reid believes the most under-utilised affiliate advantage is community. Not just in Discord servers or newsletter replies, but in how people feel about the brand itself.
“If someone feels like they belong, they will stay longer, spend more, and talk about you,” he says. “That’s why we do live events. That’s why we personalise content. It’s the loyalty layer nobody builds fast, but it’s the one that lasts.”
For affiliates who want to build durable businesses, this emotional equity is now more important than SEO tricks or arbitrage margins. It is also harder to replicate, which makes it defensible.
Investors want upside, but sustainable upside
In the final part of the conversation, Reid turned the focus to founders. He cautions against over-selling short-term growth when speaking with investors. The real upside, he argues, comes from compounding attention into long-term economics.
“If you build something solid, the exit will come,” he says. “But if you build on hype, that moment never arrives.”
He advises affiliate and media founders to invest early in product quality, data infrastructure, and team alignment, even if the returns take longer.
“The right investors want to see clarity, not chaos. That means understanding your audience, your levers, and your ceiling. Show them that, and the rest takes care of itself.”
