GPWA Times Magazine - Issue 45 - October 2019

with, and it gives us a three-month window to see the affiliate’s potential in generating traffic and how they perform. After three months, we are open to negotiations. Nothing is set in stone. The trial period will give the affiliate and us a great understanding as to what is best for our brands. What do you most like about the iGaming industry? Everything! Working in the entertainment industry every single day, there is so much more to learn. I am a person that believes that I don’t know enough. There are always new marketing trends, a new market, new target markets, new products, tools and games. It’s a never-ending list that never stops growing. The networking, attending events and seminars, and listening to others people’s perspectives are nice ways of learning, and you end up meeting some amazing people along the way. Speaking of industry events, you attend quite a few of them. What do you like most about these events? I think that face-to-face contact is key to this business, and you also end up becoming friends with your affiliates, providers and even other operators. It is not a competition — we are all here for a reason, and helping each other along the way is what makes you stand out from the crowd. I have managed to meet so many people over the years who have helped me and I have helped them. Of course, there are lovely events where you enjoy having a beer or two — or more (laughs) —with those industry friends. Do you have any advice or suggestions for affiliates or others in the industry on how they can make the most of the events when they attend? Rule No. 1, don’t be shy! We were all there once. Read, ask questions, get involved, don’t be ashamed to be honest. Say it out loud, there is no such thing as a wrong question. Please read all the latest conference and marketing trend information that is published. We work in an in- dustry of technology, so be prepared and be open to the fact that what is cool, new and working today might be old and outdated very soon, so stay up to date and get to know your customers. Remember that affiliates are your friends and you canmake it. Make suggestions, tell themwhat you believe, and it will help your brand convert on their portal or the other way around. Listen to what they have to say based on their experience. Be respectful and kind — it is business, but there is also a human behind the screen at the other end. How does Vista Gaming Affiliates work to retain players sent by affiliates? I can proudly say that over the years we have implemented an au- tomated system based on player behavior. This allows us to target the right players with the right offers. This combination of Mailer system, eSMS platform and dynamic platform for calls and SMS has been integrated to our back office and is recapped on a daily basis so that we can optimize according to stats. AFFILIATE MANAGER INTERVIEW SERIES G P W A t i m e s . o r g 62