Recently, Xanada Investments announced FTDx as the winner of this year’s Xanada Startup Contest, an investment initiative of the fund. FTDx has demonstrated outstanding innovation in traffic monetization within the gambling industry, earning them the top spot.
In the interview below, Vladimir Malakchi, the CEO and Managing Partner of Xanada Investments, and Björn Nilsson, CEO and co-founder of FTDx, share their perspectives on this achievement and what lies ahead.
Vladimir Malakchi, CEO and Managing partner at Xanada Investments:
What were your overall impressions of this year’s Xanada Startup Contest participants, and why did you choose FTDX as the winner? What key factors stood out about their solution that aligned with Xanada Investments’ vision?”
VM: This year’s Xanada Startup Contest had nearly 250 applications from all over the world. The range of ideas was incredible, everything from gamification to AI-driven user engagement. What made FTDx stand out was how practical and impactful their solution is. They’ve tackled a big issue in iGaming, what to do with traffic that doesn’t convert because it’s from regions operators usually ignore. Their system turns that missed opportunity into real revenue while also encouraging first-time deposits.
We loved how FTDx backed up their idea with real numbers and a solid strategy. They’re not just solving a problem; they’re doing it in a way that scales and adds value for operators. That’s exactly the kind of project we look for at Xanada Investments-solutions that deliver results and create meaningful change in the industry.
Xanada Investments has a history of backing scalable solutions. How do you assess the scalability of FTDX’s technology, and what competitive advantage do you believe this gives them over other monetization platforms in the market?
VM: At Xanada Investments, scalability is a key factor in evaluating projects, and FTDx has shown a strong foundation for growth with its lightweight, adaptable platform. Its seamless integration with operators’ systems and focus on real-time revenue generation make it ideal for scaling across regions, especially in today’s fast-moving digital landscape.
FTDx’s major advantage is efficiency,it captures value from active users during live sessions, reducing the need for costly re-engagement strategies. This cost-effective approach works well in markets with varying tech infrastructure, including those with high mobile traffic but limited resources, enabling FTDx to tap into a wider audience.
The platform’s data-driven design supports continual optimization, allowing operators to refine strategies based on real-time insights. This adaptability keeps FTDx competitive in a rapidly evolving industry. Overall, FTDx’s scalable and proactive monetization tools provide operators with a reliable solution for driving revenue in diverse global markets.
Looking ahead, how do you envision FTDX evolving with the support of Xanada Investments? What role does their team’s expertise play in ensuring the successful execution of these growth plans?
VM: With Xanada’s support, FTDx is well-positioned to expand its reach and develop its platform to meet the growing demands of the iGaming sector. Our resources and strategic network will provide FTDx with the connections and insights needed to enter new markets, particularly in regions like Europe and Latin America, where demand for gamified, real-time engagement solutions is on the rise. Xanada’s role will not only be financial but also advisory-we’ll work closely with FTDx to refine their approach and scale their operations effectively.
The expertise within the FTDx team is a major asset in executing these growth plans. Their background in data analytics and monetization strategies means they have a clear understanding of the market’s demands and a precise approach to addressing them. This technical and strategic expertise allows them to develop solutions that are not only innovative but also grounded in practical applications. Their ability to anticipate and adapt to industry trends is a valuable strength, ensuring they can keep up with evolving customer expectations and continue delivering results as they scale.
FTDX’s ambitions to provide measurable outcomes, whether through immediate revenue generation or long-term user retention aligns closely with Xanada’s vision for sustainable growth. By leveraging our network and expertise, FTDx will have the support needed to continually innovate while expanding into new markets. Together, we envision FTDx not only as a leader in iGaming monetization but also as a standard-setter for efficiency and effectiveness in player engagement solutions.
Björn Nilsson commenting on the win of FTDx in the Xanada Startup Contest:
Congratulations on your victory! What was your strategic motivation for participating in the Xanada Startup Contest, and what advantages do you see from this win in terms of your future development?
BN: Thank you very much! I’ve had experience participating in startup contests before, including one with Triggy. While we didn’t win that time, we made it to the top 10 finalists, which was an invaluable experience for the company’s growth. As I mentioned during my podcast with Vladimir Malakchi, contests like these sharpen your game. As a former athlete, I know firsthand that nothing improves you more than competing. Whether you win or not, participating forces you to refine your pitch, clarify your message, and solidify your business plan.
Beyond this, I genuinely enjoy the thrill of competition.
Your product offers a unique approach to monetizing global visits. What inspired you to develop FTDx? What market challenges did you identify that led you to create this solution?
BN: My co-founder, Fredrik Selin, and I were active in several areas, primarily on the affiliate side, when we had a conversation with Jon Bowden, the CMO of New Jersey-regulated casino PlayStar. Jon mentioned that they were receiving a significant amount of traffic from states other than New Jersey and asked if we had any ideas about how to utilize that traffic. Intrigued, we promised to explore the issue further.
Using tools like Similarweb and Ahrefs, we analyzed traffic data from various brands, both large and small. What we discovered was staggering-there’s an immense amount of “lost” traffic out there. Millions of visits end up on 403/404 blocked pages every month, representing a massive untapped resource.
Ten years ago, this issue wouldn’t have existed. At that time, being online inherently meant being “global.” However, with increasing regulation and rising competition, operators must now specialize and dominate local markets to remain relevant. This focus inevitably results in excess traffic from markets where they aren’t operational. That’s where FTDx comes in-to unlock the value hidden within this overlooked traffic and turn it into a new revenue stream.
How do you see the success of the FTDx solution based on your clients’ experiences? How does their traffic volume change, and what positive side effects have you noticed from implementing your solution?
BN: Though we’re still early in our journey with live clients, the results so far have been extremely promising. For example, blocked traffic from our largest client has generated over 8,000 new accounts with other brands in just the past three months. This is traffic that would have otherwise gone unnoticed and unrealized.
When we enable traffic exchanges—allowing clients to receive blocked traffic from other operators—the volume of relevant traffic in their target markets grows significantly. One of the most notable positive side effects, and a point we’ve emphasized from the start, is how operators begin to see the extended value of brand marketing. They realize that their efforts reach far beyond their primary focus markets and, thanks to FTDx, can now monetize that extended reach.
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