GPWA Times Magazine - Issue 52 - March 2021

about A little bit more NeilW. He is 58 years old His favorite food is Indian and Traditional British Roast Dinner His favorite book is The Lion, the Witch and the Wardobe by C.S. Lewis His hometown is Tonbridge, England an easily consumable form. I can think of lots of opportunities to do this, I just don’t have the desire or motivation to pursue them. How do you decide on which affiliate programs to work with? What have you learned over the years about picking and choosing the right affiliate programs for your sites? Firstly, the casinos they promote must have the product my visitors want to play. They must be Live Casino player friendly (by that I mean have live casino promotions and the like). Once I’ve established that, they need to operate in the markets I have traffic for. They must do their own online advertising – I want to promote someone that has visibility. They must have no history of problems with other affiliates. They have to be prepared to sign my variation on terms – which include no quotas, no NCO, and accept my termination clauses. My focus is on risk mitigation, so I go into each relationship expecting to get screwed over at some point, so I try and protect myself and business as much as I can. I negotiate terms to lessen that should it happen, which may include listing fees, guaranteed payments, etc. I work hard to get the traffic, so the least I expect from a program is to be able to convert it. If they don’t, that’s on them, I still need to be compensated, and base rev share is generally not enough. Although I do well with rev share as a rule. Do you like to attend industry events? If so, what do you like best about them and why do you think they are worth attending? I do attend the major conferences. For me, to be successful in business, I need to have good strong relationships with my peers, competitors, suppliers and affiliate programs. There is no substitute for meeting someone in person. You can tell so much from having that chat, looking into someone’s eyes and shaking their hand. I still work with some affiliate managers I first met eight years ago, even though they have moved programs, because I trust them and know they will be fair with me. How has COVID-19 affected you personally and professionally? Have you made any changes to your business strategy in response to the pandemic? Professionally, no. My business has continued as normal I’m happy to say. Personally, I’ve lost my mother and brotherin-law during the past year, so I’ve had a lot to deal with. On your GPWA profile you list golfing and skiing as your hobbies. What else do you do when you are not working? I’m a keen cyclist, so I like long, hilly bike rides. I like to challenge myself and see my performance improve. I’ve had some severe back problems, so since surgery two years ago I’ve become a Pilates convert and practice every day. It’s made a huge difference to my wellbeing. If someone were visiting you for 24 hours and had never been to the U.K., where would you bring them and why? We have some beautiful country side and castles in the area I live. Winston Churchill lived close by, so I’d probably take them to Chartwell to visit his house and gardens. It’s very interesting and has some stunning scenery. If you could invite any five people, living or dead, to dinner, who would they be? The first would be my grandfather who I never met. He won an MBE during WW2, and was a visionary in business. Second would be Bob Geldof, my childhood hero. Third would be Barack Obama, I’d love to know what happens behind closed doors in the White House. Fourth would be George Best, possibly the greatest footballer that ever lived and an idol of mine. Finally, my Mum. Name three things that people reading this magazine don’t know about you. 1. I appeared on the U.K. TV Quiz show, Pointless. 2. I have survived being in two avalanches. 3. I won $25,000 from a $5 bet on Cleopatra 2 in a Las Vegas casino, the only time I’ve returned from Vegas in profit! He is living in The U.K. Tonbridge photo by Flyby Photography/Shutterstock; U.K. photo by Bennian/Shutterstock; Indian food photo by Natalia Lisovskaya/Shutterstock; Traditional roast beef photo by Joe Gough/Shutterstock His site is GPWA AFFILIATE INTERVIEW SERIES nwalker G P W A t i m e s . o r g 48 G P W A t i m e s . o r g