GPWA Times Magazine - Issue 6 - September 2008

45 | GPWA Times Affiliate Manager Interview Series Tell us what it’s like to manage a lottery-based affiliate program. At we offer lottery-related products, and these are offline, tangible products. This is one big difference be- tween lotteries and other gaming prod- ucts. Lottery is a universal game and not so strongly associated with gaming. In fact, it is the biggest segment in the gaming industry worldwide, with a 31% participation. And the diffusion through conventional media is not banned in the U.S. This allows us to consolidate our brand image; therefore our biggest chal- lenge is getting the word out! Who is the typical Lotto Elite player? players are absolutely uni- versal. They are worldwide players who take advantage of the service we offer them: to play the biggest offline lotteries from any part of the world. And usually they participate in every draw; their main aim is to win big! There are an unlimited va- riety of casino games, and poker is as popular as ever. Do these other gaming ver- ticals present competition or are lottery players dis- tinct? Our product doesn’t compete directly with poker and casino; it’s an alternative option. The main differ- ence is that it allows making profit from U.S. traffic, as it’s not considered gam- ing. What are the three most important attributes an affiliate manager must have in order to be successful? I be- lieve that there are three aspects to take into account: the affiliate program, the af- filiates’ personal characteristics, and the way the affiliate manager relates to affili- ates. 1. It’s essential that the affiliate manager can think as affiliates do. Affiliates want a true partnership; a program which is fair and credible, simple and that has offers that sell … that’s what your affiliate pro- gram should offer. 2. As an affiliate manager it’s essential that you be self-motivated, responsible and communicative. 3. Treat affiliates as true partners; care for them and work together with them. What do you know about this in- dustry now that you wish you knew when you got started? Well, mostly that it takes time! Patience is essential; you won’t start making money right off. You must be continuously updated, join forums such as GPWA, and be an eager learner, willing to share your knowledge and open to listen to different points of view and strategies. How do you build trust in a rela- tionship with affiliates? Affiliates are business partners, and in order to build a long-lasting relationship you need to communicate with them personally. I like visiting their Web sites and thinking about the best way to obtain a win-win situation. And it’s important that affiliate managers care for them and keep them updated if there are offers, promotions or new marketing tools. Honesty and being straightforward are the pillars of a trust- ful relationship. Rumor has it that you’re currently living in Uruguay. Where in Uruguay are you based? Rumor has it right! I am living in Uruguay. It’s a lovely country. I’m based in Montevideo, were I was born and grew up. Does Lotto Elite have any plans to add any new products or games to its cur- rent offerings? Oh yes! Definitely! A new version of is coming soon. Now users will be able to choose their num- bers or choose the Quick Pick option; prizes can be credited to their account and we’ll be including new lotteries: Super 7 and Lotto 649 (Canada); France Lotto; Australian Lotto; and SuperEnaLotto (Italy). How have you been able to use your association with the GPWA to help grow your business? The GPWA has been very help- ful. The forums are great to ex- change ideas, and we recently ran a promotion which had a great result, espe- cially in getting our brand known. What is the best part of your job? The best part is that there is always something new to do, something new to learn, new agreements, new clients, new strategies…. It’s never monotonous! And that’s what makes the job so challenging and thrilling! What hobbies do you have? I teach English to adults, and although it may sound like a job I do it for fun! And I love movies, reading, and attending my spinning classes! Do you gamble yourself? If so, what games do you like to play? Well, I wouldn’t call myself a gambler, although I love card games and consider myself competitive. Poker is one of my favorites! If you could change places with anybody for one day, who would you choose and why? I would change places with anyone who just won a mega millionaire jackpot and is traveling on a cruise around the world! Sounds good, huh? And I’d probably invite everyone I love to come along! If you were going to be stranded on a deserted island by yourself for a month, what would you bring with you (other than food and water)? A strong, funny, and interesting guy would work out fine! ROSE SMITH | Lotto Elite “Affiliates are business partners, and in order to build a long- lasting relationship you need to communicate with them personally.”