Pablo Casuriaga - Consultor SEO & Marketing de Afiliados at iGaming
Pablo Casuriaga – Consultor SEO & Marketing de Afiliados, iGaming
From 2014 to 2018, he served as SEO Manager at eLace Media Services, leading a network of more than 70 websites and optimizing digital campaigns across LATAM using CPC, CPM, native ads, push notifications, and PPV. During this period, he was also involved in the development of microniches, landing pages, and advanced analytics analysis aimed at maximizing acquisition and conversion.
At the same time, Pablo consolidated independent projects such as xDomaining, a platform dedicated to the domaining ecosystem, including the buying, selling, and monetization of domain names. He also developed his own gambling affiliate networks, including BetMedia Network, LatinRepublic, and LatMedia Agency, all reflecting his passion for digital structure and smart online monetization.
His experience also includes SEO, marketing, and affiliate roles for brands such as Betmotion, Netbet, Playgreen, Mexbet, LVBet, Playbonds, Strendus, and BigBola, as well as work through his own digital agency, UserBoss, and Luna Media, where he began his career as an SEO analyst and designer. From early on, he demonstrated a strong ability to combine technology, creativity, and performance-driven results.
In addition, Pablo has shared his expertise within the iGaming ecosystem through talks such as “SEO for Gambling & Casinos” at La Máquina del SEO (2019) and at SEOcamp 2018, where he explained how to monetize websites and select affiliate programs effectively. He has also spoken at various industry conferences throughout Latin America.
While he continues to work independently as an SEO & Affiliate Marketing Consultant, in April 2025 he took on the role of SEO Manager for Betcris Mexico.
We spoke with Pablo Casuriaga to learn more about his current work, his career path, and the human side behind the professional in a new edition of More than a Game.
The Professional
What did you dream of becoming as a child before entering this industry?
As a child, like any good Uruguayan, I dreamed of becoming a football player. Later, I dreamed of being a professional swimmer and even a soldier or airplane pilot. I have always been very restless and went through many different stages.
What was your first paid job?
My first job was registering campers’ entries in a computerized system at Santa Teresa National Park, back in 1999.
And your first job in the betting/gambling industry?
My first role in this world was as a LATAM affiliate for a European operator that was testing the market around 2004. Later, my first job as a consultant was in 2009, through my agency UserBoss, working with a Brazilian operator.
What do you enjoy most about this industry?
In short, everything. I go back to a very young version of myself, accompanying my grandfather, who held two management positions at the State Casinos of Uruguay. That’s how I got to know the industry early on. Today, I enjoy the networking with colleagues, the diversity of markets, the challenges each one brings with its own particularities, and achieving the goals I set wherever I work.
What current trends will shape the future of betting over the next five years?
I see a much more dynamic, multi-platform industry, especially in terms of acquisition. Embracing AI will be key, along with delivering strong service and excellent customer support.
How do you see the relationship between responsible gaming and sustainable market growth?
There is no real growth without responsible gaming. We must ensure that players feel safe in every aspect and that all experiences are truly secure.
What concerns you most about gambling addiction?
It is a disease that affects not only the player but also their entire environment. We must improve regulatory frameworks and real support systems. Gambling is entertainment and should never stop being that.
What skills do you consider essential for a leader in this industry?
Leading by example is fundamental. Strategy, vision, and discipline are key. Humility is also very important, accepting criticism, adapting to the environment, and constantly learning. This helps build teams aligned around a common goal.
What was the most difficult decision you made in your career and what did you learn from it?
The most difficult decision was dismantling my team to protect their jobs. As a team leader, I had disagreements with an executive who knew my weak point was my team. I managed to relocate them to other departments so they wouldn’t be affected. More than a professional lesson, it reaffirmed the values my parents taught me: always protect your people.
What is the best professional advice you’ve ever received?
I have two: “Never stop being yourself” and “Done is better than perfect.”
If you had to summarize your leadership philosophy in one sentence, what would it be?
Lead by example, surround yourself with people on the same wavelength, and understand that everything is possible when working as a team.
If you hadn’t worked in this industry, what other profession would you have liked to pursue?
Without a doubt, something related to SEO. It’s my passion.
Quick-Fire Rounds
A book you would recommend?
The Art of War by Sun Tzu
A movie that left a mark on you?
The Wolf of Wall Street
A favorite meal?
My mother’s milanesa with mashed potatoes
A place in the world to live?
Uruguay
An unfulfilled dream?
Experiencing a Champions League final
A hobby or passion outside of work?
Listening to SEO podcasts or videos
Coffee or tea?
Coffee
Remote work or office?
Remote
Casino or sports betting?
Casino and poker
Messi or Cristiano?
Messi
Sweet or savory?
Savory
Netflix or Disney+?
Disney+, because of football
Early bird or night owl?
Early bird
Beach or mountains?
Beach
Paper book or e-book?
Paper book
Data or intuition?
Both
Cold or heat?
Cold
Formal or casual dress?
Casual
Window or aisle?
Aisle
Wine or beer?
Beer
Are leaders born or made?
Made
The Legacy
How would you like to be remembered?
As a loyal and honest friend, always present. Someone who enjoys teaching and learning, approachable and 100% genuine.
What question have you never been asked in an interview that you would like to answer?
Best football team? Peñarol.
Which industry colleague would you like to see answering this interview?
Rafael Grande, Senior Affiliate Manager LATAM.