GPWA Times Magazine - Issue 27 - February 2014

Are you a one-person shop or are you part of a larger organization? We’re a small company – just four of us – plus we do some outsourcing. In some respects we probably could have expanded but then we’re happy with where we’re at – and for us that’s important. The aim with Loquax was never to be a business; it kind of just evolved and the ride has gone on longer than we ever expected. Describe your work environment. Do you work from home or in an office? If you work from home, how often do you get to see and interact with other people in the industry? My work en- vironment is a very messy desk, lots of scribbled-on pieces of paper, occasionally two cats and an iMac. That’s about it. I’ve always worked from home since becoming a full-time webmaster in 2000 and have never been tempted by the lure of an of- fice. My wife works with me so we have freedom to do as we please. I used to have more interaction with other industry people – e.g., via U.K. affiliate forums, blogs and associated events – but things have evolved to be more “profes- sional.” And despite a more social world, I find that the non-gaming side of the in- dustry is less friendly and interactive than it once was. Fortunately there are a few affiliate/online folks in the local areawhohave become good friends and so there’s interaction online and in real life. I’m also in touch with some of the guys I first met through affiliate market- ing and it’d be nice to meet up more often. However, no matter what happens it beats working for someone else. What traits do you look for in an affili- ate manager? How about in an affiliate program? I like an affiliate manager to be friendly, approachable and knowledge- able. If all they’re interested in is “doing a deal” then that’s not for me. I’d rather AMs provide me with tools and informa- tion so that I can promote their brands more, hopefully earn more and be reward- ed on performance, rather than weekly/ monthly e-mail exchanges about deals. With affiliate programs I like to stick with brands I’m comfortable with. Good track- ing, useful tools, good information about promotions, prompt payments and re- wards for performance all help. What’s your preferred method of com- munication with affiliate managers? Do you like to talk on the phone, by e-mail or via Skype? I prefer e-mail every time as it gives me a lot more freedom in terms of replying. I don’t like the phone (I know it’s weird) and even my mobile is mainly used for Internet stuff. I tell my wife I think I’m actually a hermit at heart, until she points out that would mean having to live on my own and having no interaction with anyone ever. What prompted you to join the GPWA? How has it helped you? I joined the GPWA a few years back, but as our busi- ness focus wasn’t gaming I never got in- volved as much as I should have. However, it’s definitely a vital, useful resource for finding out about affiliate programs and keeping in touch with the good and bad in the industry. What do you like about the industry? For an industry where we’re all competing it’s great that most people are pretty friendly and willing to help. I’ve been given some great advice by competing bingo affiliates and hopefully I’ve been able to help them in return. If you could change one thing about the industry, what would it be? Probably the “let’s do a deal” approach. I know some people like that kind of negotiation but it’s not for me – it’s often too in your face. It does seem that some AMs have no tools in their arsenal other than “do a deal” and 49 GPWA Affiliate Interview Series