GPWA Times Magazine - Issue 56 - July 2023

AFFILIATE MANAGER INTERVIEW SERIES What do you know about the iGaming affiliate industry now that you wish you knew when you just got started? When I first started out in this industry, I wish I had known more about the different types of iGaming products and the target audience for each product. This knowledge would have helped me better understand the needs and preferences of my potential partners and helped me design more effective marketing strategies. Another thing I wish I had known earlier is the importance of building strong relationships with affiliates. Building relationships takes time and effort, but it is well worth it in the long run. Strong relationships can help you secure better commission rates and other benefits that can help you grow your business. Lastly, I wish I had known more about the regulatory environment and laws that govern the iGaming affiliate industry. Understanding the regulatory environment is critical to ensuring that you operate your business in compliance with the law and avoid any potential legal issues down the line. Playfina Partners boasts that it is “among the ‘oldies’” in the market and has a “strong understanding of issues and requests from partners on all sides.” Can you please explain further? Our company was established by a team of experienced SEO experts who possess extensive knowledge and expertise in catering to the distinctive needs and requirements of affiliate and media buying teams. At our company, we are dedicated to providing our affiliates with top-notch tools and resources to help them succeed in their ventures. We strongly believe in building long-term, mutually beneficial relationships with our partners and offering them necessary support to help them achieve their goals. You mentioned the importance of the relationship between affiliate managers and affiliates. Many affiliate managers have told us that building trust is crucial to creating a successful relationship with affiliates. How do you build trust with affiliates? Building trust is indeed crucial to creating a successful relationship with affiliates in the iGaming industry. Trust is built over time through open and honest communication, transparency, and delivering on promises made. projects to the way we collaborate and communicate, there’s a shared commitment to excellence that is truly inspiring. It’s a privilege to be part of this team, and I look forward to contributing to our shared success in the years to come. What is your typical work day like at Playfina Partners? My working day starts by checking their emails and messages for any urgent matters that need their attention. This may involve responding to queries from affiliate partners, addressing any issues, or providing guidance to team members. I spend some time reviewing data and metrics such as conversions, click-through rates, and revenue generated by affiliates. Also, I’m responsible for developing and implementing strategies to improve the performance of the affiliate program. This may involve identifying new promotional opportunities, optimizing existing campaigns, and working closely with other departments such as marketing. What do you like most about your role as Head of Affiliates? Being a Head of Affiliates is a fulfilling role that involves leading and inspiring a team, meeting sales objectives, working closely with other departments to achieve great results, and staying up-to-date with industry trends. Witnessing the professional growth and progress of team members, as well as the positive influence the department has on the company’s prosperity, can also be gratifying. G P W A t i m e s . o r g 62