GPWA Times Magazine - Issue 40- February 2018

GPWA AFFILIATE INTERVIEW SERIES Tait Pollack - casinopapa Amodern site with an old-school How did you first get into the iGaming business? What did you do before becoming an affiliate? I’ve been a developer for many years and own a development agency/e-commerce consultancy in Norwich called DDS Kiss ( ). Tell us about your site. When did you launch it? How long did it take you to start making money? In 2014 is when I started work on it. I didn’t re- alize the size of what I was getting into and the steep learning curve I’d have to climb! It took about a year to complete, and it started making money between six and eight months afterward. I’m still following a marketing roadmap I laid out in the beginning. Are you a full-time or part-time af- filiate? Part-time, as my primary job is consultancy for e-commercemarketing and development. I have a few other successful affiliate websites though, not in the gaming niche. I have a crack team of experts I em- ploy and contract, including copywriters, developers and designers. I do development for the site myself, too; it depends really on what the project is. Sometimes I engagemy agency to work on the site. Do you have plans for additional sites? I have an infant stage site that I’m planning to develop called Betting Tips Now, but I don’t consider it anywhere near launchable yet. I may find time later this year to progress that. Your online persona, Keith, is pretty distinctive, with the Vic- torian-era look and the gigantic moustache. How did you settle on this look? I understand that a successful brand needs to be distinctive and mem- orable. When brainstorming the label, I had the idea of a mysterious character in an old Victorian bar playing cards and winning all his hands. A likeable maverick who is a dab hand and can teach you a few tricks and show you the ropes in online gaming. What makes your site unique? Branding and distinctiveness. I plan on adding some more unique selling points as time goes on, which will help the site stand out more. As you know, it’s a very competitive space, and this will take some time. Our scoring algorithm is something I’m working on for ranking brands in our indexes. It uses the reviewer’s initial score, user review data and the affiliate deal in place (rev share % and CPA) to provide the best listings for users and to help keep the lights on. Standing out and scaling up This issue, the GPWA talked with four ambitious webmasters about how they built their sites and what they’re planning on doing next. With sites targeting jurisdictions on five continents, these affiliates are determined to capitalize upon the ever-changing rules and norms of the iGaming industry, building distinctive brands and providing the best possible service to their chosen markets. * Due to space constraints, we could not print the interviews in their entirety. The complete text is posted on the GPWA forums. moustache Intro image by everything possible/ShutterstockShutterstock W W W . G P W A T I M E S . O R G 50