GPWA Times Magazine - Issue 44 - July 2019

You can often gauge the seriousness of a casino by its affiliatemanager , sowe’re always hoping to find someonewho’s friendly , professional and approachable . The most important characteristic of an affiliatemanager (and program) is transparency . However, the two never really overlap, as the gym operates outside of business hours. Jiu-jitsu is more of a passion for me anyway, so it doesn’t really feel like work. Can you tell us more about Cash- cow and your partners? Cashcow was founded in May 2017, a month before Casino Professor went live. Initially, we focused the company purely on casino lead generation as we looked to grow the site to what it is today. However, more recently we’ve begun to explore other lead generation verticals too, to diversify Cashcow’s offering. I run Cashcow alongside two other Finns, Mika and Kirmo. I met Mika in 2016 when he joined the same company I was working at, and he has extensive expe- rience in SEO and site development. Together, we are in charge of the SEO aspect of our sites. As for Kirmo, we met when he came along to a Jiu-jitsu class, as he is also avidly into martial arts. He fronts the sales department of Cashcow, dealing with operators and negotiating deals. He’s been involved in the iGaming industry for many years, working in e-mail affiliation. You say in the “About Us” section of Casino Professor that you “wanted to raise the bar by creating a new sort of casino comparison site.” How have you done this, and why was it important to you? We have all been in- volved in digital marketing for so long that we thought we could offer a new, improved experience for casino players. Creating a good user experience is always crucial, but back when we first launched in June 2017 there weren’t many affiliate sites fronted by an actual character. We thought it would be unique to build a website and brand around a “professor of casino,” as this would be personal while also creating a lot of trust with readers. Once we decided on the Casino Professor character, we went to work on bringing him to life. The entire site has the Professor’s distinctive appearance all over it, with his pet cat Jackpot usually in the images, too. We continually create original graphics for new casinos and articles with him fea- tured, and there are also a few YouTube casino guides with the Professor explaining common questions in full voice. Having a character has made branding much easier, and you can see this with our casino ratings. It’s not just the traditional five-star system you’ll see, but also the Professor’s own initial reaction to a site – hopefully it’s heart eyes rather than tears! What markets do you target? What made you decide to go after them? We began with the most popular coun- tries and languages to see how the site progressed. However, once the site had some success, we started to research addi- tional markets to continue growth. We’re always analyzing the potential of new regions, with the latest entry being our Spanish site, which we started to work in in Q1 2019. How do you decide what casinos to promote? We only want to work with serious brands who are professional in all aspects. As we touched upon earlier, the site is all about raising the bar by being different – and we want to add actual value for the player by offering only truly credible places to play. It’s critical for our brand that this is the case, as readers wouldn’t expect anything else from such a character. If not, the entire concept of Casino Professor would lose credibility. How big is your operation? Do you have employees or use freelancers? We’ve now grown to reach 13 full-time employees, with around five additional free- lancers in different areas, such as content, design and community management. The company also recently moved to a new office on the promenade in Sliema, with employees enjoying six-hour work days and remote working options. Do you gamble online? What about in brick-and-mortar casinos? Once every blue moon I gamble online with my friends, but very rarely in brick-and-mortar casinos. How often do you get to see and interact with other people in the industry? As the company is based in Malta, there are plenty of opportunities to meet fellow iGaming colleagues regularly, which we all do. This is a great perk for us, 59 G P W A t i m e s . o r g