GPWA Times Magazine - Issue 6 - September 2008

Marketing Multiple Brands 48 GPWA Times | By Euro Partners You’ve heard the term “not all men are created equal.” The same could be said for online gamblers. And that, in essence, is the primary reason why we have always used the philosophy that the more brands we offer, the better. Currently, Euro Partners markets and operates 13 brands in more than 15 different languages.We have eight casinos under our domain — Vegas Red, Casino Del Rio, Craps Casino, Cameo Casino, Casino Bellini, Casino Tropez, Europa Casino, Palmas Casino (a new land-based partnership) – and are about to launch one more in the very near future. In addition, there are three poker rooms on our roster, Titan Poker, Tony G Poker, and Poker Ocean, one bingo hall, Bingo Day, and one mobile casino, Casino Tropez. Each brand has a completely different look and feel. For instance, Cameo Casino was the first to truly cater to female players and Casino Del Rio is the world’s first eco-friendly casino, with environmentally themed promotions. Casino Tropez is the flagship of the Playtech network and Europa Casino reflects European landmarks in a smart, but casual, style. We feel that offering multiple brands and products is a huge advantage for us. As mentioned above, all gamblers are different. They are from a variety of countries and from different age groups, and all have different tastes, not to mention the obvious contrasts between males and females. Having multiple products to market allows us to appeal to various consumer tastes with several brands, each with its own unique style and theme. Cross promoting is essential to our success. We always track our players to the original affiliate, but cross promoting creates incredible player value. According to our research, players respond well to new brands, especially if they are affiliated with operators the players already know and trust. We invest a lot of time and means in our affiliate relationships, so we have to maximize our return on investment. Fortunately we have well-staffed, highly trained operations teams that manage to deal with the heavy workloads effectively. Our Web sites, software, promotional content, chat and phone support services, and VIP management are all translated and managed by personnel whose native language and cultural background are the same as the players and affiliates they represent. This is vitally important to enabling us to understand the needs and expectations of our customers, and to extract the maximum player value through high retention. It’s also important to operate across different time zones. For that reason we have support teams located on various continents. We approach every brand with equal importance. Our larger, more established brands get more consideration because they are well-known market leaders. On the other hand, newer products are also very important as they are crucial for cross promotion and help increase the player value. All in all, we work hard to ensure that all of our brands are operated at the highest level and receive equal attention. Keeping a small affiliates-to-manager ratio is another key. Our affiliate managers need to have enough time to recognize the importance and potential of each affiliate, in addition to getting to know them personally in order to build a trustful relationship. We also have to give our managers time to study new market trends, think of new marketing initiatives and communicate useful information to their affiliates. Customer service is an essential part of our company. It is the key to maintaining good affiliate relations and, in turn, bringing in more players. Each of our managers understands that. To ensure that our support is consistently proficient, we must be available 24/7. We have to make sure e-mails don’t go unanswered and that phone calls are redirected to our personal cellular phones. It’s a win-win situation, because we reward employees based on merit and the added value they bring to their affiliates on behalf of Euro Partners. In the future, we will continue to add more brands and redesign old ones in order to cater to a wider market and keep up with new trends across the industry. As the industry continues to evolve and new players keep moving into the market, our goal will always be to provide a wide choice of products to a diverse player population. And, as always, we’ll do so with the kind of customer service that converts our visitors and helps our affiliates thrive. It’s the Euro Partners way, and it’s been successful for nearly seven years. 13 brands, 15 languages, and more of both on the way “According to our research, players respond well to new brands, especially if they are affiliated with operators the players already know and trust.”