GPWA Times Magazine - Issue 24 - April 2013

Some brands, especially those focus- ing on Europe, use sports betting sites to acquire customers for their other products (casino, poker, etc.). That’s not a path you’ve chosen to travel.What advantages, if any, do you feel you have operating without a sportsbook? What disadvantages do you feel you have working without a sportsbook? We be- gan and continue to operate purely as a casino operator, and while this might have limited our market reach, being oriented purely towards the casino product gave us the opportunity to specifically focus on the online casino market and provide players with unique bonuses and features. Being a purely casino operator has also given us the possibility to create features such as our real-time bonus meter and real-time RTP panel, which gives players a level of transparency that is hard to find else- where. The disadvantage of not having a sportsbook is the limited market reach, but we actually have a meeting planned to discuss the possibility of integrating a sportsbook and further expanding our market reach. What is the target market for BET-AT.EU? How do you go about reaching that tar- get market? We are currently focused on English-speaking markets and are soon expanding into Greece, Portugal and Latin America with the translation of our website. Besides the activity of acquiring affiliates in order to target a specific mar- ket there are a few more things we can do to reach the desired market. Players want to feel appreciated. They want to know the operator recognizes their individual- ity, their different mentality, their tradi- tions and the way they perceive the world around them. Allowing players to deposit using their local currency is one thing I believe is a MUST for every target mar- ket. Popular payment methods have also to be taken into account. A specific market landing page can also do the trick. Last but not least, providing a bonus package spe- cifically designed to accommodate market gameplay patterns can have a great impact on the decision-making process of players. It’s one thing to bring in new players. It’s another thing entirely to get them to stick around. What does BET-AT.EU do to retain players sent by affiliates? We have put in place a strong and customer- focused retention team which is doing miracles in keeping players loyal to BET- AT.EU Casino. Both our director and the casino manager engage with players on a daily basis to ensure customer service is led by example. You don’t find this kind of approach often. Players can rest as- sured that bonus surprises will be waiting in their account on a daily basis. We also guarantee four-hour payouts to verified players, and our customer service team is always ready to go the extra step to as- sist players. All players are allocated a personal customer service representative and I honestly don’t believe players will have experienced a service like this before. The assertion that “every player is treated like a VIP at BET-AT.EU Casino” is a true statement and one my team and I strive to sustain on a daily basis. What do affiliates need to know about BET-AT.EU and bringit in order to ef- fectively market the brand to their play- ers?What distinguishes BET-AT.EU and bringit from other casinos/affiliate pro- grams, both in terms of the player ex- perience and what you offer affiliates? They need to know about our unique features, bonus packages which can’t be found elsewhere, and especially our team – the driving force behind our current success and success to come! Affiliates can rest assured that I or one of my team will always be available to assist in any way possible in order to make every part- nership a successful and profitable one. “At BET-AT.EU Casino, we . . . feel that all players (low or high depositors) should be treated equally, and because we can’t lower the expectations of high-deposit players, we have therefore decided to treat all players as high depositors.” 69 Affiliate Manager Interview Series