GPWA Times Magazine - Issue 5 - May 2008

40 Lee Knott | PartnerLogic *Due to space constraints, we could not print the interviews in their entirety. See the complete text on their profile pages at GPWA.org. When did you first become inter- ested in the online gaming indus- try? And why? I literally fell into the gaming Industry around 10 years ago after college, starting my career at the Rank Group, a land- based gaming operator of casino and bingo halls in the U.K. Moving into online was a natural progres- sion for me. Playboy Gaming is unique in the industry in that they have brick- and-mortar tie-ins to their promo- tion. How important are these tie-ins? I think both have their merits in attracting players. The Play- boy brand is world famous and brings credibility, which players look for. The loyalty program, where you can trade bunny money points in for anything from a Playboy TV sub- scription to a mon- ey-can’t-buy experi- ence such as having lunch with the Play- mates at the Playboy Mansion, will appeal to most of the male population. What makes InterCasino different from the other casinos and poker rooms out there? I think there are a number of factors that set us apart from the competition. First, we are the pioneers of online casino and are known as the oldest and most trusted casino around. Secondly, we continually come up with innovative games and promotions to keep us at the forefront of the market. This has been shown over the last couple of years with deals with Marvel and more recently Street Fighter. Third, we put our customer first. With an award-winning 24/7 call center and a CRM program second to none, we ensure when players play with us they stick around. This experience can only be good news for the af- filiate with our lifetime guarantee. In an industry where everyone’s inbox is always overloaded, e-mail management and organization is a critical skill. How do you man- age your e-mail? What tips can you share? First, I have a team that specialize in different areas, so this helps in allocating e-mails to the right team member who has experi- ence in answering them. I structure my days so I spend the first half of the morning checking e-mails, fol- lowing up, etc., and have weekly meetings with my team to ensure they are aware of what is going on in the business and resolving any issues. I am fortunate to be sup- ported by a dedicated team who are very professional and can be trusted to get on with the job, which in turn gives me the opportunity to ensure we move forward in the right direc- tion. What reporting statistics do you offer that affiliates won’t find at other programs? Our stats are very similar to many other programs; however, the one thing I will say is that we are always accommodating in providing any stats that affiliates feel will help them. What are your three keys to success for an affiliate? Know the products you are promoting. Have a clean site that is easy to navigate. Run your site full time to reap the full benefits. What’s the last book you read? What did you like about it? 1984 – The observations made by Orwell decades prior to when the book was set and how some of them are so similar to what we have now. What steps do you take to make sure you build up that trust with your affiliates right in the begin- ning of the relationship? The first thing is to be open and honest to the affiliate from the first e-mail, call or meeting. Let them know how the program works, what the ben- efits are and ensure they are 100% confident in your program and ul- timately in you as their account manager. Besides trust,what are the keys to a good relationship with an affiliate? Honesty at all times, availability and flexibility. Having a sense of humor always helps as well. Please describe three things that nobody knows about you. I was a wookie extra in “Star Wars – A New Hope,” I’m a massive Manchester United Fan and Margaret Burke from PKR is my sister. What songs are currently on your iPod (or mp3 player)? I like any- thing from Kanye West to Eva Cas- sidy to Oasis, so it all depends on what mood I’m in. If you were casting a movie in which you played the lead role, and you had your choice of anyone in the world, who would you pick to play your romantic interest? Uma Thurman. GPWA TIMES | Affiliate Manager Interview Series “I am fortunate to be supported by a dedicated team who are very professional and can be trusted to get on with the job, which in turn gives me the opportunity to ensure we move forward in the right direction.”