GPWA Times Magazine - Issue 44 - July 2019

GPWA AFFILIATE INTERVIEW SERIES as it allows us to forge strong relationships and connections, which is much easier to achieve in person and is critical for any lead generation company. In terms of conferences, you’ll find many of us fromCashcow at events both in Malta and abroad. This isn’t necessarily reserved for iGaming, either; our employees attend workshops relating to content, SEO, data and other topics, too. What traits do you look for in an affil- iate manager? How about in an affili- ate program? You can often gauge the seri- ousness of a casino by its affiliate manager, so we’re always hoping to find someone who’s friendly, professional and approachable. The most important characteristic of an affiliate manager (and program) is transparency. We want to see actual data from operators so we can adjust our operations effectively, rather than just being told the results and guessing. What do you like about the industry? It’s a very competitive industry, which forces everyone – operators, affiliates, providers – to innovate all the time. As such, the challenge of being successful constantly evolves, with new rivals arriving and forcing the industry forward. For us as a company, we like that we’re in a position to direct players towards only reputable brands, and it’s pleasing to see their increased satisfaction. If you could change one thing about the industry these days, what would it be and why? We’d like to see more transparency, in many areas. There’s no doubt that things have gotten better in re- cent years, but there are still improvements that could be made to make the industry even more mature. One such example is more dialogue be- tween regulators and affiliates. Current- ly, regulators enforce legislation directly to operators, which is then passed on to affiliates. This often leads to confusion, as many operators interpret the rules differently. Also, with affiliation being such a crucial part of iGaming market- ing, it would make sense for there to be a direct connection. What do you think the industry will look like in five years? There will certainly be additional regulation, mean- ing SEO will be even more influential as “traditional” advertising methods become limited. Hopefully, this will also see a clean- er industry, as it will be much harder for shadier operations to get started. Considering AI is now beginning to be implemented, its impact on iGaming in five years will also be extremely interesting. What do your family and friends think of your work as an affiliate? The ones who understand what affiliation is very much appreciate what we have been able to achieve. However, my parents, for instance, don’t have any idea what affiliation is or what it does. But they are very proud of what we have been able to do all the same. What’s your approach to SEO and draw- ing traffic to your sites? Howmuch time do you spend on SEO specifically? We take a long-term approach to SEO, making sure that each and every decision we make is backed up and driven by data. The entire concept of the company is based on this. How much time do you devote to social networking for your sites? As part of our freelance network, we have two community managers who work on a part- time basis to operate our social networking sites – Twitch, YouTube and Twitter. The site is all about raising the bar by being different – and we want to add actual value to the player by offering only truly credible places to play . It’s critical for our brand that this is the case. 60 G P W A t i m e s . o r g