GPWA Times Magazine - Issue 5 - May 2008

41 *Due to space constraints, we could not print the interviews in their entirety. See the complete text on their profile pages at GPWA.org. How did you get started in this business? I saw an advert on the 32Red Web site for a position in search engine marketing. I applied and was fortunate to get the job. Given I had no previous experience the company took a bit of a gam- ble on me, which is apt. After six months as SEM Manager, I became increasingly involved with tradi- tional marketing until I was given responsibility for 32Red Affiliates in November last year. 32Red says on its Web site that it was “built on principles of trans- parency, professionalism and sus- tainable profitability.” As market- ing manager, how do you make sure the company lives up to that statement? Being transparent is something 32Red has to be as a PLC (listed on the London Stock Exchange, AIM). Everything has to be accountable and disclosed to the board, shareholders and the gen- eral public, and for that reason both players and affiliates are assured of a fair deal. Professionalism is a must for any business if they want to succeed. The whole 32Red team is aware of the professional standards set in the past and is enthusiastic about not only maintaining them but even- tually surpassing our targets. As a manager I’m motivated by the en- thusiasm of the directors, but more so by affiliates, who are devoted and eager, want to work harder and push the affiliate program further. Sustainability is key. Affiliate re- lationships must be mutually sup- portive so that both the merchant and affiliate can grow. If there is balance, then the operator and af- filiate can reward each other ac- cordingly. What are the three most important aspects of a successful relationship between an affiliate and an affiliate manager? Proficiency. If an affili- ate manager cannot provide a ser- vice quickly and efficiently so that the affiliate has the tools he or she needs to earn, then there can be no such relationship. Honesty. Affiliates are incredibly savvy and can spot BS immediately. It’s better to be completely honest about problems and discuss difficult affiliate enquiries with them, rather than fobbing them off with indis- tinct rubbish. In doing so we make the affiliate system here more robust and I can develop better working re- lationships with our partners. Communication. A healthy affili- ate relationship needs discourse. We need to know what we can do to help and the affiliate needs to know what our products are offering their players. In March, 32Red affiliate partners began receiving a flat rate of 40% of net win on 32Red Casino and 35% flat rate on Dash Casino. What went into the decision to make this change? Many affiliate programs offer generous commission rates, but generally the rates are tied to achieving a certain amount of rev- enue, or in a deal that lasts only one month, or require a certain num- ber of sign-ups. Basically, they’re largely unachievable to all but the biggest affiliates. We believe that all players are valuable and that referrers should receive a fair com- mission for their efforts. Overall, I think the flat rate reflects the 32Red Affiliates philosophy: transparent, fair and profitable. You are 28 years old.Do you see your- self spending the rest of your profes- sional life in the online gaming indus- try? What other occupations do you think you’d be good at? I’m really en- joying my time at 32Red as the work is so incredibly varied and challenging. I certainly don’t see me leaving the in- dustry or 32Red in the near future. I used to be an archaeologist and I think I was pretty good at it. If I were to leave the gam- ing industry then I would be happy to go back to dig- ging holes again. An archaeologist? How did you get into archaeology? I’ve always liked history, but not the books and the stuffy libraries. So when I went to uni I chose to study archaeology, hoping to get my hands dirty and to actually touch the past. I subsequent- ly spent most of my time in the uni library! That said, the excavations in the summer were excellent and made all the long hours of studying worthwhile. Describe your itinerary for a perfect day. Wake up about 10, pick up my rucksack, jump on my motorbike and ride up into the Andalucían Moun- tains. Hike around a bit, find a tapas bar and then ride back to Gibraltar in time for a few beers with my mates. Mountains can be swapped for beach depending on the weather! Aaron O’Sullivan | 32Red Affiliates “Being transparent is something 32Red has to be as a PLC (listed on the London Stock Exchange, AIM). Everything has to be accountable and disclosed to the board, shareholders and the general public, and for that reason both players and affiliates are assured of a fair deal.” Affiliate Manager Interview Series | GPWA TIMES