SEO: In-House Team, Hired Gun or LETTER FROM 13 Agency – What Are My Options? You know you need to do SEO, and Paul Reilly is THE DIRECTOR here to give you the pros and cons of several ways to get it done. his issue of the GPWA Times Magazine – the T 15th – will be distributed in London at three January events – the Legal Gaming in Europe Conference, ICE and the London Affiliate Conference (LAC). I hope to see lots of you there. By the way, if 14 The Case for Poker Affiliate Networks you’re still looking for a good New Year’s resolution, Jeremy Enke makes the case for why poker how about deciding to make 2011 the year you affiliates networks should be a big part of the attend your first industry event?! future of the industry.

Our cover story this time around provides an in-depth dissection of – YOU. Participation in our first annual Membership Survey was excellent, Cover Story: and the results were interesting, informative and 36 GPWA Membership Survey often surprising. We hope you enjoy reading about Our members tell us 2011 will be the best year GPWA yourselves. And, as “first annual” implies, we’ll be ever, or at least better than 2010. See what else doing this every year. they say in our first annual survey! Executive Director: Michael Corfman Also not to be missed: five new affiliate Marketing Director: interviews; four new affiliate manager interviews; Andrea Mullaney Jeremy Enke’s take on the advantages for poker Program Manager: affiliates who promote through a network; Aaron Always on the Lookout Steven Corfman 48 Todd’s absorbing interview with Affiliate Guard Aaron Todd clues us in on what makes Affiliate Forum Moderator: Dog’s Andy Mueller; and Paul Reilly’s superb Guard Dog’s Andy Mueller tick in an up-close Anthony Telesca discussion of an affiliate’s SEO options. and personal interview with one of the most Program Coordinator: respected members of our industry. Nancy Troy Vin Narayanan, with camera in hand, found time

GPWA Times Magazine to explore the streets of Budapest during the Budapest Affiliate Conference. You can see the Managing Editor: results in this issue. And be sure to check out the Vin Narayanan Departments for the latest news, numbers and Senior Editor: ALSO IN THIS ISSUE quotes from the good guys and the bad guys in Aaron Todd Associate Editor: and around our industry. 16 Budapest in Photos Dan Igo Copy Chief: Before signing off I’d like to say a few words about my 65 In Memoriam – Ted (Spearmaster) Loh Bill Riley good friend Ted (Spearmaster) Loh, who passed away Designer: just a short time after we lost Allan (Captain) Leonard George Choi and Lou (Professor) Fabiano. I first got to know Ted DEPARTMENTS

Advertising well when he and I and a few other webmaster pioneers would meet back in the early days of 6 Webmaster News To advertise in the GPWA eCOGRA to provide advice and input and to discuss Times, please e-mail: 8 By the Numbers what we thought they could do to make a difference. [email protected] Ted was one of a small circle of folks I always tried 10 Cartoon Caption Contest Subscriptions to spend time with when we found ourselves at the 22 Affiliate Interview Series same conference, which happened pretty often. For a FREE subscription to 47 Event Calendar the GPWA Times Magazine, visit: gpwatimes.com Ted, I always enjoyed our times together. I’ll miss 54 Affiliate Manager Interviews you, friend. 62 GPWA Sponsors Sincerely, 68 APCW’s Wall of Shame

Michael A. Corfman ISSN 1941-9872 GPWA Executive Director

 

WEBMASTER NEWS

QUOTABLES Full Tilt, PokerStars leave Washington

“We do have a statute in By Aaron Todd real-money games if they are located Nevada that would allow for outside of the state’s borders. online gambling. It’s something nternet poker players in the state we’ve given quite a lot of Iof Washington were dealt a blow This difference may provide some solace thought to over the years.” last fall when PokerStars and Full to professional players who live in the – Nevada Gaming Control Board Tilt Poker announced players from state – they’ll be able to play games on Chairman Dennis Neilander the state will no longer be able to play Full Tilt when they travel to tournaments. real-money games on their sites. Additionally, they could keep their “We do not believe Internet permanent residence in Washington gambling and sports betting The decisions came in response to the and set up an apartment as an “office” will grow the overall market state’s Supreme Court ruling that a state in Oregon, Idaho or British Columbia because consumers will law making Internet gambling a Class C with the express purpose of playing their continue to feel pressure from felony was constitutional. online poker outside of the state. economic forces such as high unemployment for some time. We expect revenue would go in PokerStars and Full Tilt account for the CEREUS Network sites (e.g., UB.com, one pocket and out the other as vast majority of Internet poker play in the Absolute Poker), Cake Poker Network gaming companies use different United States and in the world. According sites (e.g., Cake Poker, Doyles Room, forms of gambling to vie for the to PokerScout.com, the sites account for Victory Poker), Merge Network sites (e.g., same customer base.” more than two-thirds of Internet poker Carbon Poker, Sportsbook.com Poker, – Moody’s Investors Service, in a report traffic, with only five other rooms or Players Only Poker) and Bodog Poker about New Jersey legalizing online networks that allow U.S. players averaging are the largest available Internet poker gambling and sports betting more than 500 players at a time over the rooms now available to residents of the last several months. Evergreen State. “The industry now recognizes the opportunity that online gaming Full Tilt’s policy regarding play from could provide. It presents a Washington residents varies slightly different experience than visiting from that of PokerStars. Most notably, a casino, and in our view, it PokerStars does not allow residents would not cannibalize brick-and- of the state to play real-money games mortar, particularly if it was even when they are traveling outside of poker-only legislation.” the state’s borders. Full Tilt, however, – American Gaming Association allows Washington residents to play President and Chief Executive Frank Fahrenkopf

“There is illegal betting in every country in the world. Some [countries] are more effective [in preventing it] than others but not necessarily free of this new scourge of sports.” – IOC president Jacques Rogge

“If this passes it could be a tipping point for online “We are disappointed that gambling. They’ve already Congress failed to act and showed that casino gambling provide the necessary consumer could be regulated and “Making a BIG move . . . leaving protections and sensible oversight successful outside of Nevada.” UB. Truly lots of great memories, over this multi-billion-dollar – David G. Schwartz, director for but it’s time to move on . . . industry. Sadly, some politicians gaming research with the University of Mutual decision . . . Looking remain with their heads firmly in forward to BRIGHT future!” the sand.” Nevada Las Vegas, discussing possible – Phil Hellmuth, on his Twitter – John Pappas, executive director of New Jersey online gambling legislation account, announcing he is leaving the Poker Players Alliance, in an e-mail UB.com to ESPN.com

Webmaster News  

WEBMASTER NEWS

Efforts for federal regulation fall short in lame duck session

By Vin Narayanan the House Financial Services Commit- Port Security Act, so passing online poker tee again. legislation in this fashion would be poetic ovember and December were not justice. But presidential politics entered Nkind to those looking to pass pro-on- As a result, online gambling advocates the equation and quashed Reid’s efforts. line gambling legislation through the U.S. pinned their hopes for a Christmas mir- President Barack Obama cut Reid out Congress. In November, the Republican acle on the most powerful Democrat in of the picture on the tax-cuts legislation Party – which crafted and passed the Un- the Senate, Senate Majority Leader Har- and negotiated a deal directly with the lawful Internet Gambling Enforcement ry Reid. Reid had just survived a bruis- Republicans. As a result, Reid never had Act in 2006 – gained control of the House ing election contest in part because of a chance to attach his online poker bill. of Representatives. the backing of Nevada’s big casino com- Other bills passed by the lame-duck Sen- panies. According to the Center for Re- ate in December would have been bogged The elections results meant that in sponsive Politics, Caesars Entertainment down by Sen. Jon Kyl’s opposition to all January, the chairmanship of the pow- (formerly Harrah’s) and MGM Resorts forms of Internet gambling, and as a re- erful House Financial Services Com- International combined to give $375,000 sult, Reid’s bill died. mittee was transferred from online to a third-party group that ran commer- gaming proponent Rep. Barney Frank cials for Reid. And the employees of Cae- Reid has promised to try to pass online (D-Mass.) to staunch online gaming op- sars and MGM donated money directly to poker legislation again this year, but with ponent Rep. Spencer Bachus (R-Ala.). Reid’s campaign coffers. The top priority the House now under Republican control In Congress, committee chairmen wield of these companies was legalizing online – and firmly opposed to online gambling most of the power. They set the agenda poker and maintaining Nevada’s clout – – it’s unlikely that any online poker legis- for their committees and ultimately de- and therefore the clout of Nevada’s gam- lation will be passed at the federal level in cide which bills come up for a vote. Un- ing companies – in the Senate. In Decem- the next two years. der Frank’s chairmanship, the House ber, they tried to collect on their other Financial Services Committee passed priority – online poker. pro-online gambling legislation twice. Bachus vigorously opposed the legisla- The plan was simple. Attach a bill that tion and voted against it. The bills were licensed and regulated online poker to never voted on by the full House, and must-pass legislation – like the tax-cuts under Bachus, pro-online gambling leg- package. The UIGEA, after all, passed islation certainly won’t be brought up in back in 2006 when it was attached to the

WSOP to enter Italian poker market

AS VEGAS – Caesars Interactive Caesars Interactive Entertainment CEO leadership in the Italian Poker market and L Entertainment has announced a Mitch Garber. “Microgame is a clear lead- we are truly excited to offer our customers long-term agreement with Microgame er in Italy and we look forward to working something unique. The WSOP has over for the Italian poker market utilizing hard together to grow the poker market.” 40 years of history and heritage and an its World Series of Poker brand. alliance with Microgame online marks an People’s Poker, a network of over 120 exciting new chapter for both of us.” Under terms of the agreement, Microgame online poker sites, will be co-branded and CIE will work together exclusively to utilizing the WSOP brand and People’s Microgame and the WSOP will create land- market the WSOP brand in Italy, both with Poker brand, and serve as the online hub based tournaments for the Italian players online and offline poker tournaments and for poker playing in the Italian market. using the WSOP name and Microgame re- promotions. Using Microgame’s vast network both ceives exclusive rights to do so throughout online and at retail, the WSOP brand will the length of the agreement. In Italy, Microgame operates the largest be utilized to attract new players to poker poker network in the newly regulated via these avenues. As part of this agreement, Microgame be- online market. comes the exclusive satellite provider in It- “We are honored to have been selected as aly of WSOP land-based events. Microgame “This agreement is a logical step in our the exclusive Italian partner for the WSOP,” will also act as the exclusive pre-registra- European and global expansion strategy said Microgame CEO Fabrizio D’Aloia. tion booking office for Italian players for to partner with leading local companies as “The People’s Poker Network, powered the WSOP Main Event held in Las Vegas. we look to expand the WSOP brand,” said by Microgame, confirms its position of

Webmaster News 

BY THE NUMBERS

$133 million The amount paid by Paddy Power to acquire the 39.2 percent stake of Sportsbet it did not already own. 70%

The number of citizens in 4,000 to 5,000 Quebec who spent money in 10% The number of “immediate, the previous year on lotteries, 2 million direct jobs” that would be slot machines, video lottery The new tax rate online created in New Jersey by terminals and poker. The estimated number of gambling companies have to legalizing online gambling, online poker players in pay in Gibraltar. The previous according to lobbyist William California. rate was one percent. Pascrell III. £500,000

The amount spent by Virgin Games in a television advertising campaign for 1 20% Virgin Casino. The number of years of The increase in online probation PartyGaming gambling in Poland, co-founder Anurag Dikshit according to Polish 1.7 million received in U.S. District newspaper Dziennik Gazeta The number of U.S. males Court. Prawna. aged 18-22 who gamble online at least once a month, according to the National $1 billion $33 million Annenberg Survey of Youth. The amount Australians The amount forfeited by will wager online in 2010, Sportingbet to the U.S. according to the government in a settlement Courier-Mail. agreement.

$50 million The amount Loto-Québec $147,500 hopes to raise annually by offering online gambling in The amount Peter Eastgate $2,278,097.50 will donate to UNICEF after the Canadian province. selling his 2008 WSOP Main The amount won by Event gold bracelet on eBay. “POTTERPOKER” in the PokerStars World 1/25 Championship of Online €696.2 million The odds offered by Paddy Poker Main Event. Power that Price Harry will 116 Estimated net revenues of be the best man in Prince the newly formed bwin.party William’s wedding to Kate The number of bids Eastgate’s Digital Entertainment plc. Middleton. auction attracted.

By the Numbers  10

CAPTION CONTEST

THIS ISSUE’S cartoon

Our hero, with ICE winding down and the London Affiliate Conference not quite ready to begin, thought he’d squeeze in a bit of sightseeing – specifically, the torture chamber in the Tower of London. But look who’s being squeezed now! What on earth did he say or do to land himself in this predicament? In other words, what’s the Beefeater’s beef? Extra credit if you give us the name of the torture device depicted.

Go to the forums at gpwa.org and submit your caption for this cartoon. We’ll take a look at all the entries and pick the one we think is the funniest. The winner will be announced in our next issue and will receive a free copy of the iGaming Business Directory.

Drawings by Ben Riley, www.ben-riley.com

Last issue’s cartoon The Winner is . . .

“Great stats mean nothing to the ladies when you’ve been wearing the same shirt for the past 2 or so years.” — CK – Schalk

Congratulations to “CK – Schalk,” who wins a free iGaming Business Directory.

And the runners up . . .

“Airplane wifi, while helping productiv- Pilot via Tannoy (loudspeaker): “… and ity, did not improve John’s social skills.” our flight time will be approximately 22 – CityGuard hours and 25 minutes …” — Simmo! In our last issue, we asked for a caption for the cartoon shown “Looks like I might be going to the mile “Forget your stats and think ‘deodorant’!” above, where an in-flight affiliate, high club twice today.” – graham — giggles7p pumped up by his latest stats, is trying somewhat unsuccessfully to impress the attractive young lady seated next to him.

Caption Contest 10 13 13 SEO: In-house team, hired gun or agency – what are my options?

By Paul Reilly If you think you can link using purely months. Spend that time building vari- “casino” or “online casino” links, then ation into your back links. hether you’re a big established af- think again! W filiate or a small affiliate newbie, Do a deal – JV with an SEO you’re going to need to do SEO. And Note: There is a common myth in SEO whether you do it yourself, speak to an that suggests Google is now favoring Alternatively, if you’re not confident with expert or hire an agency, this article will brands! Google has no way or reason to SEO, or you’ve never had success with look at the pros and cons of a number of distinguish a brand; just Google “Online SEO, find someone who has. options and give you a balanced view of Casino,” “Online Roulette” or “Chelten- how best to proceed in an industry full ham Betting.” You’ll see keyword-rich do- Options include doing a joint venture of sharks. main names peppering the SERPs (Search (JV) with an experienced SEO. If they’re Engine Results Pages). confident, they will put their money SEO – doing it for yourself (or their time) where their mouth is. If your brand or domain name doesn’t The JV should take into account exter- If you’re a newbie, this is the best single contain the target keyword, then create a nal link costs, time invested, etc., and piece of advice I can give you: getting subdomain: Casino.example.com should work on a revenue share over links – particularly in casino, poker and an agreed-upon long-term basis. If bingo – is 90 percent of SEO, and for this Not only will this give you your target you decide to pursue this option, you reason the first thing you need is a natu- keyword in your domain link variations, should collaborate with an SEO who ral-looking link profile. Any naturally but you’re also ready to roll with other has a proven track record in iGaming occurring back link profile will have do- products, such as Bingo.example.com, SEO. Creative deal making like this will main/URL/brand variations as the most Poker.example.com or Betting.example. reduce exposure to risk and incentiv- frequently occurring anchor or link text. com. And a neutral domain such as .com, ize your SEO partner for the long term. .net or .org will enable you to go after in- Everyone’s a winner! Your target keywords – such as “online ternational markets: casino,” “poker” or “bingo” – should, in • Bingo.example.com/SE I know plenty of fantastic SEOs who any natural situation, appear far less • Poker.example.com/DE would gladly take up a win-win deal, frequently than these “brand” varia- so please feel free to message me (my tions. Google tightened up this thresh- Each of the following anchor text varia- details can be found at the end of this old in April/May 2010, and many op- tions would occur naturally. Link build article). erators and affiliates were slammed by with these variations most frequently: the new policy. • Casino.example.com If you have experience in SEO and are • http://casino.example.com happy to run a campaign on your own, Here’s the reason why keyword-rich do- • Casino.example.com/ then you already know how important mains are beneficial: when your domain • Example Casino back links are. name contains, for example, the target • http://casino.example.com/ keyword “examplecasino.com,” there are I would recommend that you optimize a number of anchor text (link text) varia- Your target keyword token will be boost- your own efficiencies, thereby multi- tions you can use: ed without the need for obvious repeti- plying the impact you have as your own tious target anchor text. Ask yourself this: SEO resource. • www.examplecasino.com What is the statistical probability that the • http://examplecasino.com next five independent Web citations will Raventools.com is vital in tracking and • www.examplecasino.com/ use the anchor text “Online Casino” or managing your activity. Its features are • example casino “Play Online Casino Games”? It’s billions too vast to mention here, but I suggest • http://www.examplecasino.com to one, and Google knows this! that you make use of the 30-day trial.

All are naturally occurring variations and Note: Before you build any “casino” For doing back link research, I can also each contains the keyword token “casino.” or other target keyword links, build recommend Opensiteexplorer.org. I use I’ve seen a brand-new domain rank for the natural variations for at least five this daily and would recommend it based “casino” within eight months by focusing months. In fact, I’d go as far as to sug- gest that you don’t get a single casino, on the natural brand or URL variations. Continued on page 53 poker, bingo or betting link for five

SEO: In-house team, hired gun or agency – what are my options? 14 15 Making the case for poker affiliate networks

By Jeremy Enke Personally, in the months and years to The current poker affiliate networks are come, I would love to see the poker af- aggregate-type networks; you can pro- ver the past year I have further diver- filiate industry embrace this type of mote several rooms on the network, but O sified my affiliate business outside business model. When reading the the networks still pull affiliate track- gaming and into more mainstream verti- top industry forums such as GPWA ers directly from the individual affiliate cals. During this time, I have able been to or PAL, the three most common com- programs, and then redistribute them to examine and contrast the main differences plaints you see on a monthly basis are: their affiliates. Regardless of whether the between the poker affiliate market and the • Poor affiliate manager communications networks are scraping data or using data retail market. • Bad tracking feeds, their stats are only as good as the • Late payments operators’ internal affiliate programs and Whether you are marketing poker, casi- tracking. Likewise, the networks get paid nos, weight-loss products, precious metals When operating on a network model, each month by the operator and then re- or any other product for that matter, the especially if the poker operator chose to distribute the commissions to affiliates. fundamentals of affiliate marketing remain the same. Drive targeted traf- Outside of gaming, in the traditional fic to your Web site or landing pages, affiliate marketplace, networks oper- and effectively convert the traffic to ate a bit differently. For example, with new customers through your affili- Commission Junction, many compa- ate links. Most superaffiliates I know nies will outsource 100 percent of could promote in any niche and be What I have found their affiliate program and manage- successful. This is because they have “ ment to CJ, which not only supplies mastered the fundamentals in their through my affiliate the affiliate platform but also uses its given affiliate expertise (SEO, PPC, own tracking system, which must be Social Media, List Building, etc.). adventures with integrated into each of its customers’ sites. This ensures that CJ is always Once affiliates have made it to this large nongaming in control of tracking with their own level in their career, it becomes in- internal links and that scraping er- creasingly more important to be se- companies is that rors won’t affect tracking. lective as to which affiliate programs and affiliate managers they work very few operate Furthermore, affiliates are always with. Typically at this point as well, guaranteed payment from each com- the successful affiliate will be convert- stand-alone affiliate pany they promote on the network. ing traffic through several different In the traditional space, companies affiliate programs and platforms. programs. are required to hold a reserve bal- ance with the network that is always What I have found through my af- greater than the amount owed by the filiate adventures with large non- network to their affiliates. gaming companies is that very few operate stand-alone affiliate pro- In the future I would love to see the grams. Although some of these com- use “network affiliate managers,” most of existing poker affiliate networks take on panies will have an in-house affiliate these issues could be alleviated. I realize a larger and more comprehensive role manager, almost all run their affiliate there are poker ” affiliate networks such with the poker operators. There is a rea- program through a network model such as PAS (PokerAffiliateSolutions.com) son many companies in the traditional as Commission Junction. At first glance and PAW (PokerAffiliateWorld.com). space outsource their entire affiliate pro- many poker operators would probably However, outside of rakeback, we have gram to networks; the top networks are envision this as being too costly, or giv- yet to see poker affiliates and operators experts in every aspect of affiliate mar- ing up to much control. However, when fully embrace the model as other more keting and already have a robust data- you look at the bigger picture, there are mature verticals in affiliate marketing base of affiliates who trust them and ex- exponential benefits for both the opera- have done. clusively promote products and services tor and the affiliate. on their respective networks.

The case for poker affiliate networks 14 15

As an Internet marketer with literally hun- self, and you will have the opportunity to dreds of affiliate accounts, I think most of read about that in future articles. Jeremy Enke my fellow poker affiliates would agree that checking stats and individually cashing The intention of this article isn’t to en- Jeremy Enke is the CEO of Poker out of each program every 30 days can be courage poker affiliates to strictly pro- Affliate Listings (PokerAffiliate- a massive undertaking in its own right. mote through networks, but instead to Listings.com). Jeremy has dedicat- collectively look outside our industry and While, as I mentioned above, I’d like to see what is working well in other verticals. ed over seven years to the poker see the existing networks grow and be- In many cases, individual poker opera- affiliate market, with an overall come more comprehensive, this is some- tors do a fabulous job running their affili- mission throughout this time of thing that I believe will happen naturally ate programs, especially the established helping affiliate marketers reach as the industry matures. In the mean- programs. Sadly, however, it seems that their full potential and become time, though, I am still a firm believer each month in the forums we read about that, for the beginning poker affiliate, a plethora of issues coming up with stand- more successful in this terrific in- promoting through a network is the best alone poker affiliate programs. dustry. Jeremy has been involved course of action. in the poker affiliate industry since Throughout my tenure in the poker af- 2003. Founding the world’s larg- While visiting the offices of the largest filiate industry I have seen multiple poker est poker affiliate community, fol- poker affiliate networks (PokerAffiliateS- sites come and go. Many of the sites that olutions.com), I sat down with Tim Flores have folded were well capitalized initially lowed by the world’s largest poker and asked him what the distinct advantag- and had great business plans. What some affiliate network, Jeremy likes to re- es were for affiliates promoting through a new poker rooms do not realize, however, fer to himself as a self-proclaimed network. Tim stated, “There are the obvi- is that there is much more to having a suc- Certified Baller. Jeremy’s sense of ous benefits such as higher commissions cessful affiliate program than simply us- humor and entrepreneurial spirit and one backend to get your trackers and ing the out-of-the-box network affiliate stats. But you also have experienced af- software and hiring an inexperienced af- are second to none. filiate managers that are responsive and filiate manager. always available. In this instance, you can see where uti- “Being the largest poker affiliate network lizing a network would be highly recom- in the world, we generate a great deal of mended. Operators can decrease their volume to our operators,” Tim also said. overhead by not having to hire an internal “If there are tracking issues, payment is- affiliate manager or deal with individual sues or anything that looks suspect, we affiliates or payments on a daily basis. can usually spot this immediately and Instead, operators can focus on player alert our affiliates.” conversions and retention, which are the foundation for running a successful online Having the opportunity to tour the PAS poker room. offices was an awesome experience in it-

The case for poker affiliate networks

BUDAPEST Breathtaking places, beautiful people in the Paris of Eastern Europe

Stunning is the only way to describe Budapest. The buildings, the architecture, the people — everything about it is simply beautiful. And it was in this picturesque setting that affiliates and affiliate program representatives gathered together in October to do business at the Budapest Affiliate Conference. As always, the GPWA’s Vin Narayanan was there to capture the atmosphere, the beauty and the hijinks. Hope you enjoy the photos. Dragonfish’s Kfir Bilton hangs out in his booth.

The Victory Poker crew knows how to mug for the camera.

Cake Poker’s Chris Peddigrew Victory Poker pro Antonio shows off his muscles. Esfandiari tries the stilts.

The NeoGames Partners booth was right by the GPWA booth. The folks at Roxy Affiliates were busy, busy, busy. The Winner Affiliates booth was a popular stop in Budapest.

IGB’s Alex Pratt stops by the Stan James Affiliates booth for a caricature drawing.

This BetUS model was signing autographs.

The architecture in Budapest is stunning.

The women of BetOnline Affiliates made quite an impression. Come to think of it, there were models everywhere. The Creol Bar was hopping at the BAC Opening Party.

The party goers loved the GPWA camera.

Saint Stephen’s Basilica at night is absolutely amazing.

The EuroAffiliates models stopped traffic at the conference. Affiliates tried their hand at roller skating at the Affiliate Edge party. BetOnline’s Bella Stanford enjoys the party at Creol.

Beer was popular on the party scene. Models were dropping by the GPWA booth all the time.

Saint Stephen’s Basilica at night is absolutely amazing.

Affiliates tried their hand at roller skating at the Affiliate Edge party. GPWA Travis Gottfried UltimatePokerBonus AFFILIATE INTERVIEW SERIES

Chocoholism, one clever canine, a lump of meat – and more!

We recently caught up with five GPWA webmasters in four far- Travis (far left) at a Penn State University football game away places and one place that’s just a state or two away from the GPWA Times Magazine’s Massa- chusetts office. To be specific (or at His dog helps out, and is least as specific as these chaotic, unsettled times in our industry allow honing her typing skills us to be), they’re based in South Af- rica, Mexico, Malta, Pennsylvania You currently operate four sites – three Why did you become an online gaming and . . . somewhere in Europe. poker-related and one dedicated to “all affiliate? How did you get your start in things bingo.” When you decided to the business? I have always been a gam- branch out beyond poker, why did you bler but unfortunately never that good at As always, these interviewees are happen to go with bingo rather than, it. After blowing my bankroll I was brows- as different as the day is long, ex- say, a casino site? It was mostly on a ing the Web and came across an affiliate whim and I just “threw” it together quick- link somewhere and read about it. Learn- cept for the occasional remarkable ly. Unfortunately the bingo site gets very ing that I could earn a piece of the action coincidence (e.g., two of them fan- little attention, but I hope to get back to it by referring players, I thought, “How hard tasize about having dinner with the in the near future. I chose bingo because could that be – I can do that.” I really had I thought it would be easier than a casino no idea! I started a Web site and the rest second President Bush). site. I think it’s very important to actu- is history. ally play at the site(s) you are reviewing. Something else they have in com- I have never really played at many online What’s different about the industry now casinos so it would have been tough to de- compared to when you started? I’ve real- mon is the thoughtfulness and gen- velop a site dedicated to casino games. ly only been doing it about two years now, erosity they show when asked to so not a lot has changed for me person- share their experiences and recipes What did you do before you became an ally. The biggest thing I guess is the fact online gambling affiliate? My profes- that many affiliate programs now charge for achieving success in our indus- sional career has all been in the retail in- so many fees your commission percent- try. We learned a thing or two, and dustry. I have worked for a few different age really drops. It seems when I started we know you will, too. companies ranging from small operators you earned 25 to 30 percent of revenue to at the time the third-largest retailer in less any bonuses. Now, with processing the world. I have had several positions fees and chargebacks, 25 percent is not ranging from general manager of a big- what it used to be. box retail store to working in the finance and IT departments on the corporate How long was it before you started mak- side. I’m currently working on getting my ing money? I was lucky in that I really MBA, so I may be back in the corporate started making money right away. Some- world sooner than later. how I managed to get a few big players,

*Due to space constraints, we could not print the interviews in their entirety. The complete text will be posted at gpwa.org. which made it worthwhile continuing my efforts. It wasn’t big money by any means, but it gave me a couple hundred dollars a month to play poker with for “free.” It seemed to never increase for quite some time but I’m happy to say that now it’s be- ginning to take off.

What do you know now that you wish you had known when you were starting out as an affiliate? Really just basic SEO and Web development skills. I literally knew nothing. I thought I could just put up a few banners and make some money. Had I done a little research I would have saved myself so much time by doing things at least somewhat right the first or second time around.

What do your friends and family think of your work as an affiliate? They don’t understand it. I simplify it mostly by just saying I do online advertising. Travis and his friend Shelby take his nephew to his first Jimmy Buffett concert. Some friends even heckle me a little about getting a “real” job but they have learn new things all the time, and if I have no idea what the potential is and they a problem the folks there are very helpful AGE: 35 don’t realize you can make a living do- and will try their best to answer any ques- HOMETOWN: Pennsylvania ing this. tions I may have. FAVORITE FOOD: Hibachi Where do you position yourself in the What advice would you give to someone SITES: ultimatepokerbonus.com ongoing debate about the usefulness just starting out in the industry? Learn onlinepokerbonus.info of direct links versus three-way links? some SEO. I wasted countless hours do- usa-internet-poker.com usainternetbingo.com There are several different debates out ing things the wrong way because I just there and I used to waste so much time didn’t know better. and energy reading about links. Three- ways may very well be the most benefi- Recently you’ve been testing the sports- If you had to pick five keys to success as cial, I don’t know. In my personal expe- book scene by adding a few sportsbooks an affiliate, what would they be? rience it seemed three-ways just took to your Ultimate Poker Bonus site. How 1. Research best practices – I wasted so too much time to monitor and research. has that been working out for you? It’s much time building my first site not For a lot of the sites that wanted to link still pretty new and I do not promote the knowing anything about Web site devel- via three-way, the linking site was junk. sportsbooks heavily. I like to wager on opment. Things I spent hours on became I still do a few three-ways but mostly the NFL so it just seemed reasonable to useless and I had to redo them anyway. now just with GPWA members, and add a few sportsbooks that I use or have 2. Learn SEO – you don’t have to be a they work out fine. As far as direct links used. If I get a player or two it’s just an master but you need to understand go, I guess the debate is that they cancel added bonus. basic principles. each other out so they are meaningless 3. Play at the sites you review – a personal or at least worth a lot less. Sometimes What prompted you to join the GPWA? twist can go a long way and make your just common sense has to be applied. If Has being a member helped you in your review believable. I link to a news article on CNN and then work? I saw a GPWA banner on another 4. Ask questions – if you don’t understand CNN links to me for some reason, some- site and just clicked it to see what it was something just ask. thing just tells me Google will still give about. At first I read a few posts but re- 5. Be patient – you can put hours of work me credit for that link. ally didn’t contribute. I came back to in but not reap the benefits of it for the GPWA probably about a year later, months. Don’t give up on a strategy if What’s the most difficult aspect of oper- and I’m so happy I did. The GPWA has you think it has merit – it takes time. I ating your sites? The technical side of it. helped tremendously! From coding was too quick in the beginning to think I There are so many things that I still do not questions to members giving site re- wasn’t doing something correctly, only know. The GPWA has helped dramatically views and suggestions, the information to see it take shape down the road and with this, though. By reading the posts I is invaluable. then have to play catch-up.

nw~hêh‰‰ŒŒ„—ˆêp‘—ˆ•™Œˆšêzˆ•Œˆ– ¢¤

ContinueD from page 23

You’ve posted that you love playing on- line poker. How often do you play? Which games are favorites? It used to be an ob- session. I still play a lot, at least four to five times per week. I play mainly Hold’em and like heads-up tournaments the best (in- stant gratification). I do not play a lot of ring games online but I enjoy them live.

How important is SEO to the continuing success of your sites? And regarding key- word density, how much is OK, and how much is too much? It’s everything, really. The competition is fierce out there, so to give yourself a chance to succeed I believe SEO is very important. I try to learn/do new things all the time to better my sites. Keyword density? Someone tell me, please – three to five percent? I write my pages as I would if I were talking. I will then run them through a keyword density check to make sure I’m above three percent for the words I want. If I’m over five percent but it sounds good, I leave it alone. Travis’s basset hound Sophie dressed as a banana for a Halloween contest, which she won.

What is the difference between simple (and oftentimes popular) keywords, and What’s your favorite vacation or getaway If you could have dinner with any five keyword phrases? I realize I will never rank destination? Anywhere warm. I know I people, alive or dead, who would they well for “poker,” so I have to string it out would say the Caribbean but I’ve never be? And what would be on the menu? in phrases. For me it’s all about keyword been there. I wanted to make it a point to 1. My grandfather – he passed away when phrases. I will not get the massive traffic go this winter but I don’t see it in the cards. I was very young and I never had the someone ranking well for a particular key- So I would have to say South Florida. chance to really know him. word will, but I would rather rank well for 2. George W. Bush – love him or hate a few popular phrases with less traffic and If you could have one “superpower,” what him, he intrigues me. Some may dis- actually get some clickthroughs. would it be? The ability to teleport! I love agree but I believe he did a good job to travel but hate the long car rides. I love to handling 9/11 (his first pitch at Yankee Do you use Facebook, Twitter or other so- fly, but when places are too close to fly to but Stadium gave me chills). Not sure if I cial networks to promote your sites? If so, three or four hours away by car I hate it. would rather have hung out with him which ones and how? I really don’t. I do before he quit drinking or now, after have a Twitter account that I use occasion- What’s your all-time favorite TV show? his presidency. Either way I think it ally (@poker4all) and a personal Facebook All-time? I’m not sure. Right now I love It’s would be a good time. account. This is on the list of things to do Always Sunny in Philadelphia. It’s the kind 3. Jimmy Buffett – love going to the con- very soon because it is so popular. of warped humor I enjoy. There is always at certs, and the stories he could tell have least one scene where I belly laugh. to be fascinating. He has a life I envy. Time management is one of the biggest 4. Salma Hayek – H - O - T! She’s a little issues facing affiliates. What time -man If you were starring in a movie, who older than I am but she is still sexy. agement tips can you offer your fellow would be your co-star? Kate Hudson or 5. One of my close friends. webmasters? I use lists – always have. I Salma Hayek – the reasons are probably Menu: I really wouldn’t care what we write down things that I want to get done as obvious. ate as long as there were drinks! I think of them. Then at the end of the day the list gets rewritten and re-prioritized for What are three things that nobody knows the next day, and I mark the things I must about you? get done that day. I am a great delegator, 1. I have regular conversations with my dog. but I only have a staff of one (my dog), and 2. I think sometimes I have the attention her typing skills need some refinement. span of a gnat. 3. I am a closet Nelly Furtado and Rihanna fan.

nw~hêh‰‰ŒŒ„—ˆêp‘—ˆ•™Œˆšêzˆ•Œˆ– Travis Gottfried UltimatePokerBonus 26 27

OTTO BERGSTROM cass One-man band good, two-man band better!

When you launched Cassaon-Casino a few What’s different about the industry now the market today I think it’s best to start years back, you said you were catering pri- compared to when you started? Five years out with a minimum of four individuals, marily to the Asian market. Is that still your ago the industry wasn’t as competitive as tasking each one to work within his/her focus today? To be honest, no. When we it is today and if affiliates were prepared respective field of expertise and then started out in 2006 we saw huge potential to add glue to their seats and really work building the site accordingly. The more in the Chinese market since most portal hard they soon started reaping the fruits dedicated individuals a site has, the more casinos at the time were predominantly of their labor. the workload is alleviated and the quicker concentrating on the U.S. and Europe. We the site’s overall visibility will be enhanced felt that these markets were too competi- I still consider myself a novice when it in the various search engines. tive, hence the reason the Chinese market comes to online gambling and every day I was a more viable option to us. We soon learn a bit more. A couple of years ago the What prompted you to join the GPWA? realized that China prohibits all forms of global economy wasn’t as volatile as it is Has being a member helped you in your online gambling, so we decided to concen- today and there still remains a fair amount work? How? I believe that the GPWA is trate on the U.S. and European markets of uncertainty as to where it’s heading. In hands down one of the best gambling fo- instead. This was before the imposition of essence this has had a severe impact on rums on the Net today and that’s one of the UIGEA by the U.S. government. the gaming industry in general. the main reasons why I’ve joined. I like the level of professionals involved who Are the people with whom you originally How long was it before you started mak- cover all spheres of the gaming industry launched your site still involved in its op- ing money? It took Cassaon nearly two at the GPWA. eration? Initially we started out as a two- years before it started making money, and man band. The site was only a sideline for the site’s first commission was a “hefty” There are a few GPWA members who set us and we hoped that it was something we $270 in January 2008, earned at Wager- the standard, and reading their threads could fall back on in the distant future. share’s Spin Palace casino. has helped me a great deal. Guys like Terry Presently I have a new business partner (thepokerkeep), who champions the cause (Max) and he’s a real geek when it comes What do your friends and family think of of affiliates at a time when more online to search engine optimization, search en- your work as an affiliate? My wife has an casinos are trying to dupe affiliates out gine marketing and the general layout of idea but she is not interested in the gam- of their hard-earned commissions. Now I our Web site. bling industry at all. My friends and rela- always make sure I read an affiliate pro- tives have no cooking clue as to what an gram’s T&Cs in detail before signing up. What did you do before you became an affiliate actually does, and to spend the online gambling affiliate? I worked in Si- majority of your time in front of a PC is If you had to pick five keys to success as an erra Leone for many years as the opera- beyond them. affiliate, what would they be? tions manager for a Canadian-listed com- 1. Be prepared to work hard and burn the pany mining alluvial diamonds and gold. What’s the most difficult thing about op- “midnight oil.” The harder and smarter I’m still actively involved in the country erating your site? Searching for unique one works the better the chances are of at- and presently I’m the operations manager content. Rewriting/refreshing your site’s taining one’s goals and being successful. for a U.S. company mining alluvial dia- content is arguably one of the most diffi- 2. Visit forums like GPWA and Affiliate Guard monds there. cult things to do nowadays, and it must be Dog to interact with fellow affiliates. done in such a way that you are not guilty 3. Add unique and quality content to one’s Why did you become an online gaming af- of plagiarism. We make use of gambling site on a daily basis. Affiliate managers filiate? How did you get your start in the books to aid us in writing unique content and media advertisers see this and they business? A friend of mine was doing ex- for our site. This is time-consuming but might approach you either to join their ceptionally well as an affiliate and he in- we’re getting there slowly but surely. The program or for a potential advertising troduced me to the “wonderful” world of Internet today is like a major dumping campaign. online gambling. I had my reservations site; the majority of the gambling content 4. Establish a sound working relationship about becoming an affiliate at first. Ulti- in it has been recycled a thousand times. with your affiliate managers; they’re the mately I realized that it’s an individual’s ones supplying you with the latest de- choice to gamble, and we decided to de- What advice would you give to someone tails/releases of casino games, logos and sign a Web site that is not only informa- just starting out in the industry? Work much more. tive to players but warns them against the as part of a team. A couple of years ago 5. Always ensure that your players come ramifications of excessive gambling. a one-man band still could have pulled it first, because they are the lifeblood of off; however, given the competitiveness of any successful site.

GPWA Affiliate Interview Series 26 27

OTTO BERGSTROM cass

What qualities would the ideal pro- gram and/or program manager have? The ideal program manager must be a people person and must be prepared to speedily assist their affiliates with the latest affiliate program’s news, queries and any problems that may arise.

How do you feel about working with program managers who also operate their own gambling portals? I remem- ber posting a thread where I said that affiliate managers should not operate and run their own portals because po- tentially it creates a conflict of interest. I still believe this; however, I would work with an affiliate manager who has his/her own portal on the condition that this person does not see me as competi- tion and has my business’s best interest at heart.

Which worldwide markets do you think will emerge and/or show the most growth in 2011 and 2012? Presently all eyes are on the U.S. to see whether it will legal- “Here is a photo of myself and Sam, who passed away in 2010. Sam was my driver/mechanic in Sierra ize online gambling or not. In the event Leone, and my right-hand man on site. This interview is dedicated to his memory.” — cass online gambling is permitted in the U.S. soon, and properly regulated and taxed, this may bode well for the gaming indus- the climate: it’s cool and not as hot and AGE: 39 try. So I have to go with the U.S. on this dry as where I presently live. one for 2011 and 2012. The world needs HOMETOWN: Kimberley a strong U.S. economy again. What are three things that nobody knows Living in: South Africa about you? FAVORITE FOOD: Steak, chips and Greek How important is SEO to the continuing 1. I played semiprofessional tennis tourna- salad success of your sites? And regarding key- ments in France in 1993. Got thumped word density, how much is OK, and how by a 14-year-old kid and decided it was MUST READ The Assyrian BOOK: by Nicholas Guild much is too much? SEO has always and time to pursue other ventures. will always comprise a key component 2. I’m co-owner of a portal casino. SITE: cassaon-casino.com to any Web site’s success. My associate 3. I’m a chocoholic. Max is responsible for our Web site’s keyword research, which he passes on If you could have dinner with any five to me and in turn I slot the keywords people, alive or dead, who would they be? If you could have one “superpower,” what into our Web site’s blog. I speak subject And what would be on the menu? would it be? To influence Google in such to correction here, but to have specific • Nelson Mandela a way that it would rank our keywords keywords that are too dense (more than • Alexander the Great and Web site on the first page! seven percent) might be considered • George Bush (I’d give him a piece of my spamming and could be penalized by mind for imposing the UIGEA) If you were starring in a movie, who Google or any other search engine for • Marcus Aurelius would be your co-star, and why? It would that matter. • Our current president, Jacob Zuma be an epic similar to Gladiator. My co- (I’d ask him why crime/corruption star would be Russell Crowe – I’d like to What’s your favorite vacation or getaway levels are so high in South Africa at kick his ass in the movie. destination? I like touring the West Coast the moment) of South Africa since I grew up along the • Menu: Steak, chips and a Greek salad, coast. It has the friendliest people and you naturally! can indulge in the local cuisine (crayfish, fish, etc.) and stories on offer. I also enjoy

GPWA Affiliate Interview Series 28 29

JC Troy jctroy440 Ranting, raving – and loving this industry

As a Kentucky native, when and why did I have made a ton of mistakes along the If you had to pick five keys to success as an you decide to move to Mexico and operate way but my successes are finally starting affiliate, what would they be? your sites from there? I lived on the island to outnumber those mistakes. The amount 1. Understand your market before you of St. Thomas in the U.S. Virgin Islands for of money one can earn here is virtually jump in. Decide on your niche and then three years back in the early ’90s. I enjoyed unlimited when you see the total number decide on your market demographics. the relaxation of tropical living and always of people who are gambling online at any English is not the same in the U.S. and wanted to return to it. Operating a Web site moment. But new people must realize that the U.K. Marketing for “punters” in the can be accomplished from anywhere with unless you have a rich uncle who likes to U.K. will get you players on your sports an Internet connection so I decided to try gamble (preferably on your site), you’re not betting portal while marketing for “punt- Central America and ended up in Cancún going to make any real money for the first ers” in the U.S. will get you a job appli- this past August. I really love it here. six months to maybe a year. I don’t con- cation from the kicker for the Bengals. sider myself a veteran yet but I do see light Terminology is paramount. What do you miss the most about living at the end of the tunnel. It has been a long 2. SEO. Overcoming a published site with in the United States? Unfortunately I don’t and sleepless four months. poor SEO takes longer than the month you miss the USSA at all. I feel there are entire- could have waited to publish your new site ly too many laws and regulations and too What do your friends and family think of after learning proper SEO practices. much public hysteria to deal with. The Twin your work as an affiliate? My friends think 3. Investigate your affiliate programs in Tower attacks of 9/11 marked the beginning I joined the Mafia. (I’m not Italian.) As depth before you sign on. The reason of the end of personal freedoms and rights for the family, I’m being stereotyped right affiliate programs offer 50 percent the in America as we once knew them. up there with Al Capone and Louie the first three months is because they know Knuckle. Add to that the usual “taking ad- it takes six months or longer to get your What do you enjoy the most about living vantage of the weak” and “How could you first customer. Slow down and take time in Mexico? The people here are very open do such a thing?” speeches, and Mexico is to ask questions of your affiliate manag- and friendly to Americans. The food is not far enough away sometimes. ers; search the forums for feedback on fantastic and life is led at a much slower their programs and on them. Realisti- pace than in the U.S. (except for the bus What’s the most difficult thing about op- cally plan on eight to 12 months before drivers, who drive like Juan Pablo Mon- erating your sites? This question will un- you light your first cigar. toya). The exchange rate is about 12:1 so doubtedly get me some hate mail, but the 4. “Never never never never never never it’s inexpensive to live here, too. biggest obstacle I have is finding affiliate give up.” Winston Churchill. programs that have quality support, in- 5. Offline marketing is often overlooked What did you do before you became an tegrity, half a brain and honesty. I have and by and large ignored. Before you get online gambling affiliate? In the ’70s and struggled with this for many months but those 45 to 90 HTML pages SERPing the ’80s I owned an auto speed shop in Cincin- now honestly feel that any affiliate man- number-one position on Ma Google, you nati, Ohio and was a sports pool bookie/po- ager who operates his/her own portal has need to get people to your Web site using nies handicapper. I lived in Indiana for six no business being an affiliate manager. I other methods. I walk through the ma- years and was an engine builder on unlim- have dealt with three so far who did, and rinas in Cancún and hand out business ited hydros. I then moved to the USVI for in each case I was (in my opinion) not cards with poker and casino bonuses three years to work for Sumitomo/Mazda. treated fairly; one even encouraged me printed on them. I figure if you can af- After that I opened up an auto-repair facil- to use black hat SEO. I no longer endorse ford a $250,000 boat you probably have ity near Atlanta, Ga., sold it and moved to any of those programs. This is my person- an extra $500 to plunk down on the Ala- Chicago for three years, where I supervised al opinion and in no way should reflect on bama/Florida game this weekend, and the repair and redesign of damaged mili- the programs I dropped as all are GPWA I have the perfect sportsbook for you tary armor. There’s probably a job or two I members and apparently doing well. It’s to do it at. I also pass out cards to tour- missed, but those are the highlights. just one of my personal rules to help elim- ists in the malls and hotel areas when I inate spikes in my blood pressure. Learn- get a chance. Be proud of your business How long was it before your sites started ing and conquering SEO is hard enough and talk it up to everyone you meet and making money? My gambling portal busi- without having to compete with your af- know! A new customer will be more like- ness is still a work in progress. I started filiate manager’s six or seven sites on the ly to sign up on a gambling portal after this past August and in November I finally first page of Ma Google. You’re just not he has met the “owner” as opposed to broke into four figures in commissions, but going to get good advice from that kind of picking a Web site at random from the I envision five to six figures per month -be conflict of interest. 3.5 million sites on Google. fore I consider this effort “making money.”

GPWA Affiliate Interview Series 28 29

JC Troy jctroy440

What advice would you give to someone was 10 fingers and my just starting out in the industry? Slow database was a notebook. down and take the time to learn SEO be- I grew up around horse fore you publish your first portal. Plan on racing tracks in the ’70s eight to 12 months of basic expenses before and was friends with sev- you realize a profit. Don’t shotgun; pick a eral bookies/bar owners. niche that interests you, learn it and stick I quietly started my own to it. In other words, don’t do all the crap I niche of football pool did wrong and learn the hard way. sheets among my friends and acquaintances. It Has being a member of the GPWA helped grew from there and be- you in your work? All of my affiliate asso- came a part-time/full- ciations have come from GPWA members time “business.” Once the and the majority of help and constructive computer came on the criticism has come from the forums, which scene I bought my first have been a tremendous help in overcom- Tandy TX-20 in 1985 and ing a steep learning curve. I’ve hurt a few expanded from there. feelings along the way and I rant and rave like a madman sometimes, but I believe I became an affiliate be- in this industry and love it. If you listen cause the potential to make carefully and sort the good advice from the more money is in online bad, you’ll grow quicker. I compare the fo- casinos/sportsbooks as rums to a smorgasbord; look at it all and opposed to covert under- take what fits your taste. Always remem- ground sports pool opera- ber that it’s your business to run as you see tions. My casino Web site fit, but taking quality advice from a veteran can be accessed by the is usually a good odds-on wager. entire world, as opposed to me having to personally find and screen new players in AGE: 58 the sports pool business. In addition to your online casino portal, HOMETOWN: Fort Thomas, Kentucky you have an online sportsbook portal as well. What prompted you to add the You’ve said that your first bet was placed Living in: Cancún, Mexico (World’s Largest Open-Air Insane sportsbook portal? And which endeavor trackside at the 1968 Kentucky Derby. Asylum) is currently generating more income? Did your horse win? Are you still a bet- Hands down the sportsbook site is kill- ting man today? And do you enjoy other FAVORITE FOOD: Ribs and seafood ing my casino site by 80 percent. To be types of gambling? Yes, Forward Pass MUST READ First-page Google rankings quite honest, I should have started the won that day in 1968 and is the only horse BOOK: in less than one hour sportsbook (site) first. I enjoy marketing in the history of the Kentucky Derby to (yeah, right) the sportsbook more than the casinos be- have been declared the winner as the re- SITES: bestcasinoonlinenow.com cause I know the language, and right now sult of a disqualification. Dancer’s Image bestsportsbookonlinenow.com most of my income is from sportsbooks was ousted when they found drugs in his bestsportsbookonline.com even though the casino sites have been blood in the post-race urine test. Henry canigamble.com cancuncasinodirectory.com active twice as long. Finding sportsbook Forrest of Calumet Farms was a mentor players offline is much easier than finding of mine and the trainer of Forward Pass, slots players, and most of my current cus- so I put all my money on that stud to win. tomers have come from personal contact I retired from handicapping in the early superpower stuff but I can say that if I in and around Cancún. I’m not dump- ’80s. I do play blackjack occasionally, but had “an erection lasting more than four ing the casinos, though, because I know only for amusement. hours” (from Cialis or Viagra) my doctor there is eventually good long-term money is the last person I’d be calling. there, too. The sportsbook is cyclical and What’s your favorite vacation or getaway seasonal where the slots are rather steady. destination? I’m not much of a vacationer. What are three things that nobody knows It’s a good idea to eventually have both. I enjoy taking a day or two off to go deep- about you? You can’t be serious . . . I’ll get sea fishing or rent a plane and fly some- arrested. (Not really.) You mentioned you’ve been a “part-time where new. I’ve lived in so many different sports pool ‘bookie’” your entire life. How places, my life has been one big vacation. did you get into that? What prompted you to become an affiliate? I started booking If you could have one “superpower,” what private sports pools when my computer would it be, and why? I’m not much on

GPWA Affiliate Interview Series 30 31

Benjamin Drouin Joueraupoker Q: Why is his principal site French-facing? A: Because he’s French!

You worked as a sports betting affiliate How long was it before you started mak- Last June, France opened up its online from 2006 through the end of 2009. Could ing money? I made hundreds of euros gambling market. Within a few short you tell us about that? What kind of sites during the first nine months but I really months France’s licensing authority, did you operate, and who were they tar- started earning money one year after I ARJEL, had licensed dozens of sites from geting? Yes, I started in 2006 as a sports launched my Web sites, when one of my more than 30 operators. What impact has betting affiliate. I created Paris-sportifs.net sites went to the first position on Google the new regime had on your operations? (means “sports betting”) and Pronostics.fr for a competitive keyword. There are three main implications for affiliates: (means “forecasts”) with my friend and as- 1. Taxes are now higher than in all other sociate Maxime Batel. We won many affili- What do your friends and family think of countries, so that impacts operators’ rev- ate challenges organized by Unibet.com and your work as an affiliate?Making money on enue. CPA and revenue share have been Bwin.com. In 2009 we founded with oth- the Internet is not so common in France. cut in half. er affiliates the company Top Affiliate It’s a bit difficult explaining the technical 2. Opening of Adword. Before June, no- Publishing Ltd, specializing in French workings of affiliate programs to people body could advertise on poker key- sports betting portals. Then came Fi- who aren’t in the business. A lot of people words. All traffic could benefit from the nancial Venture Group Ltd, a poker por- cannot imagine that it is really possible natural search results. Now a signifi- tals network. to make money online. I try to advise my cant amount of traffic is redirected to friends and my family on how to do SEO, Adword’s advertisers. You are now operating a poker affiliate which is a powerful skill that can help any- 3. Conversion is much more complicated, network. Why did you choose to pursue one start or grow all kinds of businesses. because poker rooms do not validate this venture? What’s different about op- CPA right after the first deposit. Players erating a poker affiliate network vs. op- What’s the most difficult thing about op- have to send their ID or a copy of their erating as an affiliate? Domain name is erating your sites? Creating unique con- passport plus their bank details to vali- a weighty factor for ranking. That is why tent and keeping it updated on more than date their accounts. when I target a competitive niche I prefer 10 Web sites takes time. to use a specific domain name. Our do- What in your opinion are the advantages main names portfolio targets all the ma- What advice would you give to someone of having a dedicated server/hosting jor French poker keywords. That is why just starting out in the industry? The keys company for one’s sites rather than using we have many portals. The second reason are SEO and quality content. less expensive “dedicated” IP addresses? is to diversify; generating revenue from You can have dedicated IP addresses on a many Web sites is safer. What prompted you to join the GPWA? shared server. It is less expensive, which Has being a member helped you in your is why a lot of bad-quality Web sites are Why does your company have a French- work? I was drawn by the affiliate com- using it. With a shared server, you don’t facing poker site and an Italian-facing munity and the knowledge offered in the know what your neighbors are doing. blackjack site? Why did you target those forums. Participating in exchanges in That’s why I prefer a dedicated server. niches? Because I’m French! France is one private forums with trusted affiliates has of the main markets in the online gambling been very useful to me. Is it in fact true that Google looks more fa- industry, so I stayed focused on it, and vorably on a site with a dedicated server? also on Italian niches because there are If you had to pick five keys to success as an In SEO you are rarely 100 percent sure, many fluent Italian speakers in Malta. So affiliate, what would they be? but here I can list some possible reasons it is easy to find people. Why these niches? 1. Buy a good domain name; it is one of the why this may be true: Because CPA is higher in poker and casino most important factors in my SEO strategy. • A dedicated server is a sign of stability, niches than in sports betting, and also be- 2. Use WordPress, the most-used content seriousness, independence. cause I play both of these games and know management system (CMS); it’s easy to • Google likes to provide content from them well. install and offers many powerful SEO different sources (there are many do- plugins. mains, so why not different IPs?). What did you do before you became an 3. Write quality content, because to be first • If you choose your own server you can online gambling affiliate? I started in the on Google you have to be the reference. configure it yourself to have a speedy affiliate business at 19, right after receiv- 4. Learn SEO, to get free traffic. Web site, and speed is a factor in ing my Bachelor’s degree. 5. Be patient. Google’s algorithm.

GPWA Affiliate Interview Series 30 31

Benjamin Drouin Joueraupoker

Benjamin Drouin (right) with his colleague Maxime Batel

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