GPWA Times Magazine - Issue 1 - May 2007

42 Affliate Program Manager Interview Series What jobs have you had? Before getting into the gaming industry I worked for Sony Ericsson. I must admit that I miss getting all the new mobile phone models for free, but once GNUF gets into mobile gaming I’ll try to get this benefit back. I left Sony Ericsson for PokerAffiliate.com, which was my first real contact with online poker and casinos. Since online poker has been a big hit in Sweden for some time now, I had, along with most other Swedes, tested a couple of sites. But at that time I wasn’t hooked. When Ongame was bought by bwin, I, together with some colleagues, decided to move elsewhere. GNUF was and still is the perfect match for us. I believe that this is the first time I really enjoy going to work. Where do you see this industry in 2008? Before the U.S. situation, the industry had few setbacks. I believe something good will come out of the U.S. ban and all companies working in the industry will have to step up a couple of levels. In the end, it will be a positive experience for the consumer, who will get a better product as the competition increases. Since only a very small percent of gaming today is taking place online, I see huge opportunities for most of the companies out there. So far, there has been a very limited focus on branding. Gnuf is among the very few brands that are actually trying to focus on building a Web site with a dynamic-design positioning. Tell us about the Gnuf.com website. Gnuf has taken a step away from the mainstream “bling” design of online gaming to a unique environment where players can feel more relaxed and secure. The design is very diversified and has a more playful and kind approach compared to our competitors. Gnuf is also the first site based on user-generated content. Players have the chance to read and write blogs and be active in the Gnuf forums. There is a big focus on community presence and we give our players an opportunity to get to know each other, and also the people behind Gnuf. How difficult has it been to launch during such a tumultuous time? A ll gaming companies have been forced to change strategies due to the new U.S. regulations, and it’s no different with us. It’s all about adjusting and being flexible. Due to the fact that Gnuf is founded by very experienced people who have worked with the very best people in the industry, we are well prepared to deal with the challenges that are sure to come. Tell us about the Gnuf.biz affiliate program. What makes it unique? Instead of building a static affiliateprogramwe emphasizeflexibility and customized solutions. Affiliates must be able to choose from a variety of options in terms of payment methods, marketing material and statistical reports. Affiliate programs that provide helpful tools to allow their affiliates to get involved in CRM and other value-adding activities will have a huge advantage over their competitors. How do you approach working with portal webmasters? At Gnuf.biz we believe in long- term relationships based on three mutual concepts: experience, expertise, and expectations. We believe in giving webmasters as much influence as possible. This will allow them to have a direct impact on the results of the affiliation. We will be focusing on conversion-rate issues, which is key to becoming the best affiliate program in the business. What is your favorite drink? I love all drinks with rum. Cuba libre is probably one of my favorites. What kind of music do you like? I love music have been a bass player in several different bands. My favorite band at this moment must be Fleetwood Mac. Favourite movies? The Godfather movies are the best — I just bought the DVD collection. I love all mafia movies . . . must be from living in Italy. “Team GNUF – you can plainly see that we mean business. I’m the tall guy in the back.” L E S S B L I N G , MO R E B L O G AT G N U F Gustav Lipcsey “Active volcanoes make me nervous. That person taking a picture below me is much too close!” OVERVIEW Gnuf.biz offers 24/7 partner support and the ability to track, assess, and expand business with the help of comprehensive statistics and updated marketing and communication tools. Gnuf.biz’s focus is on community and they allow their partners to look at their neighboring players through public profiles, personal blogs, and forums. Software Platform: Microgaming Earnings: Revenue Share, CPA, Hybrid Brands: Gnuf.com Position: Senior Account Manager of Gnuf.biz, the affiliate program for Gnuf.com Sex: Male Preferred Pastimes: “I used to travel whenever I had the chance but now that I’m always on business trips I enjoy staying in Stockholm. I’ve always had a huge interest in music and sports. When I was younger, I was a very promising tennis player. My coach always told me I would be the new Stefan Edberg or Mats Wilander, but that never happened.” Favourite Gambling Game : “No-Limit Texas Hold’em. “I used to play mainly Sit-n-Go but nowadays it’s only cash games. I’m starting to realize I’m a way too aggressive player, but what can I say – I am a gambler!” GPWA TIMES | GNUF | Gustav Lipcsey