GPWA Times Magazine - Issue 34 - February 2016

What do you think is a better strategy for affiliates? To launch numerous sites, or to be laser-focused on creating great content for a small number of sites? Over the years we have done both. For many years, particularly when we were in the U.S. market, we aimed to have mul- tiple portals — all on online bingo, but positioned differently — in an attempt to dominate the sector. However, as the whole iGaming sector has matured, you now need to be excellent in your niche to have any chance at creating meaningful revenue, so a single-site strategy is where we are at the moment. From my perspec- tive, if you are a “me too” site offering the same as tens or evens hundreds of simi- lar sites, then you will struggle to gener- ate anything other than “small” money. Having said that, I know there are many out there who work on a “churn and burn” policy and are probably making huge revenue! How many employees does your compa- ny have? Outside of people who work for your company, how often do you get to see and interact with other people in the industry? We currently have a full-time staff of 14. Whether it be myself or any member of the team, I guess we physically see other people in the industry — i.e., cli- ents — maybe once a month, in addition to the conferences. We try to make a point of having face-to-face meetings with our clients on a regular basis, whether that be at a conference or outside of such events. What traits do you look for in an affili- ate manager? How about in an affiliate program? We love dealing with affiliate managers who are personable and who are open to discuss options other than their standard offerings. Too many, par- ticularly inexperienced affiliate staff, are hamstrung by the rates, whether that be CPA or rev share or are blinkered by a target of first-time deposits (FTDs) only. We will often take ideas, and they don’t even have to be complicated or strange ideas, to AMs and their response will be “I can’t do that” or “if it’s not target- ing FTDs then I’m not interested.” In many circumstances this is caused by se- nior management or business structures. All we want from an affiliate program are up-to-date offers, creatives that match the offers on the website, accurate tracking, prompt payment and clear payment infor- mation. It constantlyamazesmehowmany sites can’t manage all five at once, if at all. What’s your preferred method of com- munication with affiliate managers? It has always been e-mail, supported by online messaging. In the early days we always used MSN Messenger — ask your Dad! — and now we use Skype Messenger. However, we’ll communicate any way any client wishes. What prompted you to join the GPWA? How has it helped you? Looking at my profile it seems I joined back in 2002! Wow, that’s a long time ago. I have no idea why I joined, but over the years it has helped in various ways and continues to do so; we’ve recently bought a site via a contact we made on GPWA. I think in the early days it was helpful just to con- nect with other people in what was a very small industry. Nowadays I like to pass on advice to others where I can. What do you like about the industry? I often feel our industry is unique in that, while it’s very competitive, it is also very friendly. Over the years I’vemetmanypeo- ple whom I now consider friends first and business colleagues second. The industry has also allowed me to have a flexible life- style that is hard to come by elsewhere. GPWA AFFILIATE INTERVIEW SERIES JackpotJay (Best Online Bingo Site) and Gamesys (Best Online Bingo Software) at the 2015 WhichBingo Awards. GPWA Affiliate Interview Series