GPWA Times Magazine - Issue 29 - July 2014

is. After all this, receiving two personal awards as the best affiliate manager re- ally leftme speechlessat that time. I know many good affiliate managers who put in the extra hours and dedication to their work, and I takemyhat off to themknow- ing that they equallydeserve an award. These awards are also a message letting me know that I am on the right track and thatwe as a team aredoing agood job. Andalso, theawardsbringgoodattention to our business, with instant credibility. We are luckynot tohave to chase after af- filiates to sendus traffic. In addition to handling the affiliate re- lationships for Affiliate Republik, you alsomanage themarketingprograms for Tropezia Palace. Howmuch of your time isspentmarketingdirectly toplayersvs. spending time developing affiliate rela- tionships? I like working on campaigns that are directed toward players and I al- ways think how these campaigns can be of advantage to affiliates as well. Most of the timewe try tomake a couple of twists to a campaign so there is something to be used for acquisition as well as for reten- tion and reactivation. Communicating the campaigns to the affiliates keeps me in frequent touch with them and I can also gather their feedback, which is used for future campaigns. Sometimesour internal campaigns are even triggered from the received feedback. The attention between player marketing and affiliate manage- ment has really shifted back and forth over time; there is no standard split as I am involvedwith both sides continuous- ly. Some days are more concentrated on player marketing and some other days I spend more intensely with affiliates in person. Relationships are best developed whenwe have time to spend in person – e.g., at the events orwhenwe invite affili- ates tovisit our offices and team. “Besides our usual retention efforts and attentive customer care, we tend to segment players from individual affiliates and send them co-brandedmailers, showing our close associationwith the affiliate they came from.” 61 AffiliateManager Interview Series