LETTER FROM 12 Straighten Up and Fly Right Jeremy Enke presents poker affiliates with five ways THE DIRECTOR to navigate successfully through today’s economic turbulence. t’s September. Back to school, back Ito work – and for affiliates it’s time to hit the road for another round RakeTheRake – of conferences and shows. We’re 14 The Full Story on Rakeback especially excited about where we’ll be Karim Wilkins explains how you can please some this month – Hungary for the Budapest players all of the time and all players some of the time, Affiliate Conference followed by but you can’t please all of them all of the time. Denmark for EiG 2009 in Copenhagen. Hope to see you at one or both of these major events. Online Poker in the USA – Strong, This issue of the GPWA Times 16 Steady and Here to Stay! magazine, the tenth, features a cover Ever since the UIGEA was passed, Gary Trask writes, story about all things Calvin – Calvin online gaming has seen a lot of volatility – but the one Ayre, that is, and his new role with constant has always been online poker. Bodog. Rebecca Liggero met with Calvin in Antigua, where he revealed GPWA his plans for the reincarnation of the The VIP Experience – Bodog brand. Then she interviewed 18 Nightlife in Vegas Executive Director: three of the major players who will Vin Narayanan and Rebecca Liggero hit some of Sin Michael Corfman make it happen: Keith McDonnell, City’s biggest WSOP summer bashes and come to the Marketing Director: Bodog Europe and Bodog Canada; same conclusion as so many have before: You haven’t Andrea Mullaney Alwyn Morris, Mohawk Gaming Group, Bodog’s U.S.-facing brand licensee; and partied until you’ve partied in Las Vegas. Program Manager: Ian Dunning, Haydock Entertainment, Steven Corfman Bodog’s Asia-facing licensee. Buried Program Coordinator: somewhere in the midst of all this Cover Story: Calvin Ayre – Back in Nancy Troy interviewing, Rebecca also makes an 30 Bodog Land earthshaking personal announcement Account Manager: After a wild post-UIGEA journey, Calvin’s back, and this (you’ll have to look for it yourselves, Eric Almquist time around it’s all about branding. After interviewing because right now I find it too difficult Ayre himself, Rebecca Liggero talks with three key to speak of). people who at this very moment are implementing the GPWA Times Magazine Also inside, Vin Narayanan takes us Bodog makeover. Managing Editor: into the over-the-top world of nightlife Vin Narayanan on the Strip. Jeremy Enke offers poker Senior Editor: affiliates useful tips on growing their Go Global – The Markets Are Soft businesses in the current economy. Gary Trask 54 SEO guru Gary Beal shows us how Gary Beal unravels the mysteries of Google Geographical Associate Editor: Google Geographical Targeting can Targeting, and demonstrates how affiliates can use it to Dan Igo enhance your presence in today’s compete with corporatist-funded SEO and CPC. Copy Chief: hypercompetitive marketplace. Gary Bill Riley Trask takes a look at why online poker is so big in the U.S. Karim Wilkins Designer: Affiliate Guard Dog’s gives us the back story on rakeback. Payments Calendar George Choi And Andrew Mueller weighs in with 68 five good reasons to use Affiliate Guard Ever wonder if other affiliates are being paid when you’re not? Andrew Mueller shows how using this new client- Advertising Dog’s payments calendar (reason five: “Because it is fun”). server tool lets you track the payments being made by To advertise in the the programs you promote. GPWA Times, please As always, our affiliate and affiliate e-mail: [email protected] manager interviews provide sage advice, off-the-wall humor and pretty good gossip. And for the latest cartoon Subscriptions contest, industry developments and GPWA news don’t miss our DEPARTMENTS To subscribe to the Departments sections. GPWA Times, simply register at gpwa.org Before I sign off, I’d like to propose a 6 Webmaster News and provide your toast: Here’s to an awesome autumn 8 By the Numbers mailing address. for all of us – and good luck to you, Rebecca, wherever you are! It’s FREE! 10 Cartoon Caption Contest Sincerely, 28 Event Calendar 48 GPWA Sponsors
ISSN 1941-9872 Michael A. Corfman 50 GPWA Seal of Approval Program GPWA Executive Director 58 Affiliate Interview Series 72 Affiliate Manager Interviews GPWATimes :: Table of Contents 80 APCW’s Wall of Shame
WEBMASTER NEWS
“Internet gambling in the Russian gambling market takes a hit United States should be controlled by a strict federal crackdown on gam- of Siberia and the Azov Sea in Web site. “We lost. But we licensing and regulatory A bling in Russia that the South. fought until the last card was framework to protect has been in the works for laid down on the table.” underage and otherwise nearly three years finally The news got worse weeks vulnerable individuals, to became a reality in July. later when Russian officials The popularity of poker has announced that an error was erupted in Russia over the ensure the games are fair, to Prime Minister Vladi- made in 2007 when poker last 10 years. Last year, Rus- address the concerns of law mir Putin proposed was added to the list of official sian professional Ivan Demi- enforcement, and to enforce the legislation when he sports in Russia. As a result all dov became the first player any limitations on the activity was president back in poker clubs in in history to 2006, citing he want- Russia were reach the final established by the states and Indian tribes.” ed to wipe out what closed and table in the Main he termed an “im- the Poker- Event of both moral industry.” The Stars-spon- the World Series — A passage from a bill introduced by Barney new law bans gam- sored Euro- of Poker and the Frank (D-Mass.) and Peter King (R-N.Y.) bling on the pean Poker World Series of Internet and Tour, which Poker Europe. in gambling was sched- And this past halls as well uled to hold summer in Las as at airports, its first event in Moscow this Vegas, Vitaly Lunkin took the supermarkets summer, was forced to change WSOP by storm when he won QUOTABLESand any other sites. All gam- its venue. the special $40,000 Hold’em bling activity is now confined Event and had two other Top- to four remote areas -- the “We are in mourning,” said 5 finishes in gold bracelet Primore region in Russia’s Dmitry Lesoni, the head of events, including the pres- far east, the Baltic region of the Russian Sport Poker Fed- tigious $50,000 H.O.R.S.E. Kaliningrad, the Altai region eration on the federation’s World Championship.
Bing steps into search engine battle against Google
he search engine wars Google is still well ahead of As the Google and Bing T are heating up. In June, Bing, and the eventual Ya- press ahead with their Microsoft launched Bing in hoo!-Bing partnership. But search engine plans, tools an effort to revive its mori- it isn’t standing still. In Au- to help webmasters keep up bund search engine busi- gust, Google released “Caf- with the changes are crop- ness. And in July, Micro- feine,” a test version of its ping up. At bing-vs-google. soft and Yahoo! reached a new search engine for Web com, webmasters can type 10-year agreement in which developers. in a search term and com- Yahoo! will use Bing as its pare results search engine. The caffein- from Bing and “WPT Slovakia ated version Google in side- The moves thrust Bing, which of Google is by-side panes. is a unique and opened to generally good re- designed to And compare- exciting addition to views, into the role of Google “push the google.com does the World Poker challenger in the search en- envelope on a similar thing Tour’s expanding gine business. In July, Bing size, index- with caffeinated increased its U.S. marketplace ing speed, and decaffein- international tournament offering.” share to 8.9 percent, a .5 per- accuracy, comprehensive- ated versions of Google. cent increase from the previ- ness and other dimensions,” ous month. Meanwhile Google according to an entry on the — Steve Lipscomb, WPT Founder and CEO. WPT Slovakia will be market share dipped .3 percent Google Webmaster Central the first WPT event in Central and to 64.7 percent and Yahoo! fell Blog. Eastern Europe. .3 percent to 19.3%. GPWATimes ::
WEBMASTER NEWS
BetOnSports founder reaches plea deal
etOnSports founder Gary Kaplan was arrested in March and agreed to testify against B Kaplan agreed to a plea of 2007 in the Dominican Kaplan in exchange for deal in July and will be sen- Republic and faced 20 receiving no more than 33 tenced to between 41 and 51 felony charges for allowing months in jail. months in prison and forfeit U.S. bettors to gamble at $43.65 million, according to a BetOnSports. As part of the BetOnSports agreed in statement released by Acting plea arrangement, Kaplan May of 2007 to provide “So it is my intention United States Attorney Mi- will plead guilty to charges witnesses and evidence this fall to bring up chael Reap. of conspiracy to violate the against Carruthers and in the committee bills RICO statute, conspiring to Kaplan. In return, then that I’m sponsoring. “Kaplan admitted in court violate the Wire Wager Act and U.S. Attorney Cathe- that beginning in the mid to violating the Wire Wager Act. rine Hanaway agreed to I think they’re going late 1990s, he set up business bring no further charges to pass. I am really entities offshore in Aruba, “Gary Kaplan made millions against any BetOnSports optimistic we’re going Antigua and eventually Costa of dollars by making it too executives. to get this repealed.” Rica to provide sportsbook easy for people to gamble services to U.S. residents away their hard earned money — Barney Frank through Internet websites and without having to leave their “We believe it is toll-free telephone numbers,” homes,” said FBI Special the statement reads. Agent in Charge John Gillies. logical to assume that “Today’s guilty plea should the U.S. market will have a lasting effect, because eventually regulate Kaplan was not only the given the potential founder of BetOnSports, he “Intertops Casino is implications for U.S. tax proud to have been was also one of the pioneers of illegal online gambling.” take, if nothing else.” powered by such a reputable, market- Kaplan ran illegal sports — Investment firm Goldman Sachs in a note to investors leading, gaming betting operations in New software provider York and Miami before setting “People have a right up BetOnSports in Antigua over the past decade. and Costa Rica. Kaplan to play poker in The assistance that was indicted for his role in their homes and the Microgaming has BetOnSports in 2006. federal government provided in the doesn’t have a right change process In April, former BetOnSports CEO David Carruthers to enforce against has been extremely helpful.” pled guilty to racketeering that.” c o n s p i r a c y — Rep. Shelley Berkley (D-Nev.) — Intertops executive Michl Posch after the online casino chose to end its partnership with Microgaming “National Poker “The U.S. will be protectionist Week, with events in even if it regulates, and its Washington, D.C., and withdrawal from its GATS across the country, commitments means that is the PPA’s way to it doesn’t have to conform “It’s going to be an make it clear to my to any WTO regulation on uphill battle to stop it former colleagues in Internet gambling.” this time. We caught the U.S. Congress that them off guard last poker is important to — 888 CEO Gigi Levy time. This time, they voters andstay.” is here to won’t be off guard.”
— Alabama Rep. Spencer Bachus on — PPA Chairman and Former Barney Frank’s new gambling bill Senator Alfonse D’Amato Webmaster News :: GPWATimes
BY THE NUMBERS
18.1 million The projected number of Twitter users in the U.S. in 2010, according to EMarketer. $300 307 million The fine for a first-time The number of visitors to offender if he or she is Facebook in April. caught viewing gambling Web sites while using the 18 hours and 200 Utah Transit Authority’s 25 The number of events in The number of online free Wi-Fi service. 44 minutes the Full Tilt Online Poker gambling sites on a The length of play at the Series. blacklist from the state of final table of the $50,000 Minnesota. 75% H.O.R.S.E. tournament at Percentage of U.S. the WSOP, eventually won Internet users that by David Bach. $33 million watched online video daily The amount of money or every other day in 2008, seized by the Southern according to a study by District of New York Universal McCann. from two poker payment processors.
$40 million $7 million The guaranteed prize The amount that Neil Scott pool at PokerStars’ World Kaplan and Lori Beth Championship of Online Kaplan-Multz, siblings Poker. of BetOnSports founder Gary Kaplan, agreed to forfeit after pleading guilty 500 €1.2 million to federal racketeering The estimated number The amount won by charges. of poker players who a Swedish woman on were turned away from 6,012 the “Mega Moolah” slot the WSOP Main Event The number of entrants machine at Unibet Casino. at the World Series of $10,000 because the event sold The amount offered by Poker’s $1,500 “Stimulus out. PokerBotBasics.com to Special,” a record for a 53% poker rooms in a contest non-Main Event. Percentage of the U.S. for the most pokerbot- €1.7 million female population that friendly site. The amount up for grabs participates in some type during DevilfishPoker.com’s 51% of social media at least “World’s Biggest Rake The percent shareholding once a week, according Chase” promotion. of SportsBet acquired by to the 2009 Social Media Paddy Power. Study.
GPWATimes :: By the Numbers
:: GPWATimes 10
CAPTION CONTEST — What’s the punch line?
Caption Contest
“If only I had a crystal ball . . .” – Everyone’s wished it at one time or another, but this GPWA affiliate has decided to try the real thing. Judging by the look on his face, the fortune-teller must be giving him a real earful.
What does she see in our intrepid affiliate’s future? Will he be sorry he ever decided to take this cosmic shortcut? Should he have opted for a Tarot card reading instead? Tough questions, and the answers must come from you. Tell us what she is saying here!
Go to the GPWA Forums at gpwa.org and submit your caption for this cartoon. We’ll do our own psychic reading on all entries and select the one that emanates the purest vibration. 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 In our last issue we asked for the cartoon caption pictured on the left, where an affiliate attending a family reunion is having difficulty explaining what he does for a living.
The winner is... For the last time mom, google bot is NOT a movie character played by Arnold Schwarzenegger... — Melvin
Congratulations to “Melvin,” who wins a free iGaming Business Directory.
And the runners-up...
“For the last time Mom, I do NOT sell porn!.... can I please have lunch now?” — WagerX
“When I said we were going to play Bingo, I did not mean ONLINE!”— Chips
“Sigh...... I’ve told you mom, I am not a criminal.” — TheBoyMitchell
“Reunion?? What reunion?? I didn’t read anything on GPWA about a family reunion! Last night?!” — thepokerkeep
GPWATimes :: :: Caption Contest 10
CAPTION CONTEST — What’s the punch line? 12 12 POKER
By Jeremy Enke In this article I hope to share some tips in the coming years to achieve the maxi- and advice on how poker affiliates can mum amount of success. here is no question that the recent continue growing their businesses and downswing in the global economy increase their monthly revenues despite Rakeback – Whether you love T has indeed taken its toll on many the global financial crisis. it or hate it, rakeback is here to industries, including the poker affiliate 1stay and it’s only going to continue industry. Whether it is poker affiliate First and foremost, it has never been growing in the coming years. As more programs shutting down, slow paying, more important to think “outside the and more high-value players learn about advertising budgets drying rakeback, this portion of our up, or even the passing on market is going to see signifi- of additional expenses to af- cant growth. filiates, our industry is see- IT HAS NEVER BEEN ing the effects of the global Many traditional poker af- financial crisis firsthand. MORE IMPORTANT TO filiates including myself have been reluctant in the past Although poker affiliate mar- think “outside the to offer rakeback because of keting is by no means reces- the enormous amount of ad- sion proof, the good news is box” than it is now. ministrative work required. that we have the ability to Imagine having to keep track create our own destiny and future re- box” than it is now. As the poker affili- of and process hundreds of payments gardless of the economy. In many other ate market has matured over the years, so each month to your players. Luckily how- careers, individuals are at the mercy of has the competition. The techniques and ever there are programs out there now their employer, and unfortunately their strategies we used even a few years ago to that will automate the entire rakeback earning potential has been significantly be successful won’t necessarily give us the business for you. In my opinion, the best decreased during these rough economic same returns now. Let’s look at a few ar- provider in the current market is (PAS) times. eas that poker affiliates need to embrace PokerAffiliateSolutions.com.
GPWATimes :: Poker Affiliates: 5 Ways to Fly Right through Economic Turbulence Poker Affiliates: 5 Ways to Fly Right through Economic Turbulence 12 12 13 I don’t suggest by any means that tradi- lish, you are missing out on a significant filiates in the online poker market is that tional affiliates completely change their percentage of the global marketplace. they continually surround themselves business model to rakeback. However, and work closely with other successful I do suggest that as this section of the Whether you choose to globalize your poker affiliates. market grows, all poker affiliates should business through translation or other recognize the volume and profit potential methods such as foreign PPC strategy, it Poker affiliates are an interesting breed of adding a rakeback component to their is important to research the specific de- of marketers; each of us typically has a portfolio of sites or promotions. mographic and tailor your promotions or specific skill set or insight that differenti- campaigns accordingly. ates us from all the rest. Oftentimes when Added Value for Players affiliates combine their skill sets, insights – Unfortunately, achieving suc- Tools, Widgets & Applica- and ideas, they can see a much higher 2 cess as a poker affiliate is much tions – Traditionally the best level of overall success. more challenging than simply putting up 4 way to drive new players to online a mini-site and buying a few links. No poker rooms has been to build Web sites Whether a partnership or joint venture matter how great your Web site is, or how based around certain keywords and then is right for your business, the benefits of spectacular at SEO you are, high-value optimize these sites to rank well in the networking cannot be overstated. The players have become more savvy and are search engines. poker affiliate market is unique in the consistently looking for the best value, sense that although many of us compete bonus or deal when signing up for a new While this is still a popular and effective for the same players, we are mostly all room. strategy, the technologies emerging every pretty good friends and willing to help day should not be overlooked. As men- each other out. Being an active member As poker affiliates our number-one goal is tioned earlier in the article, players are in online forums such as GPWA and PAL to convert our traffic to depositing play- increasingly looking for added value. If is one of the easiest ways to network and ers. To do this, it is critical that we have you are an entrepreneur and a creative learn from fellow poker affiliates, as well clear “calls to action” and essentially are thinker (which most poker affiliates are) as meet other affiliates with whom you giving these potential new players a rea- you should consider thinking outside the may want to become partners someday. son to sign up at the poker room we are box and developing some sort of tool, wid- promoting through our link. get or application that could benefit poker Although the world economy is going players and in return drive more deposit- through one of the most turbulent times Examples of how poker affiliates can add ing players through your trackers. in recent history, I am still confident that value for potential players include incen- the poker affiliate market is one that will tive marketing with free poker cash, fre- Developing a unique tool, widget or ap- continue to be lucrative for many years to eroll tournaments, promotional contests, plication in the online poker industry is come. The number of entrants (6,494) and rakeback. a great way to differentiate yourself from in this year’s World Series of Poker Main other affiliates and drive incremental sign- Event is yet another indication of poker’s The bottom line is that increased conver- ups that you may not have been able to continued growth and popularity, and sions are dependent on adding some sort convert with a standard affiliate Web site. gives us all a good reason to be thankful of value to your potential players. Be cre- that we’re a part of such a great industry! ative and think outside the box! Networking, Partner- ships & Joint Ventures Over the coming months and years, the Globalize Your Business 5 – As the global economy and our poker affiliates that will continue to pros- – One of the best things about industry continue to see consolidation, per will be the ones that adapt to an ever- 3 being a poker affiliate is that we we as affiliates should also be thinking changing industry and embrace new tech- are not bound by geographic restrictions. strategically about the best niques and strategies to attract Likewise the interest in online poker ways to grow our overall and convert new players to continues to grow at an amazing pace business. One com- online poker rooms. throughout the world. Just because your mon trait I Jeremy Enke is office may be in the U.S. or U.K. doesn’t see with the CEO of Jeremy Enke’s Poker mean that you cannot promote to poten- almost all Affliate Listings (PokerAffiliateListings.com). tial poker players on the other side of the superaf- Jeremy has dedicated over six years to the poker affiliate market, with world. an overall mission throughout this time of helping affiliate marketers reach their full potential and become more successful in this terrific industry. One way to globalize your poker affiliate Jeremy has been involved in the poker affiliate industry since business is to have your entire Web site, 2003. Founding the world’s largest poker affiliate community, or even just your top converting pages, followed by the world’s largest poker affiliate network, translated into various other languages. Jeremy likes to refer to himself as a self-proclaimed Here’s some food for thought: as Inter- Certified Baller. Jeremy’s sense of humor and net marketers we truly work in a global entrepreneurial spirit are second to none. marketplace, and within this marketplace only 20 to 30 percent of the population speaks English. Therefore by only having your site or promotions published in Eng-
Poker Affiliates: 5 Ways to Fly Right through Economic Turbulence Poker Affiliates: 5 Ways to Fly Right through Economic Turbulence :: GPWATimes 14
POKER Karim Wilkins | RakeTheRake
convert players? Or are they To get the full story more of a perk for members? on rakeback, we They are a perk and a conversion tool. We were talked to one of the the first rakeback affiliate to ever do this. We first did it biggest rakeback with Absolute back in 2005. We approached them asking affiliates around! for a freeroll for our players. To them it was just another For those of us who don’t know the affiliate wanting a freeroll. history of rakeback in the online But they were shocked when gaming industry, walk us through what we offered to meet half the manager that we know turns up there. it is and how you eventually started cost. We never looked back, and now Another thing that makes a program RakeTheRake.com. Sure. Players at an we give back over $450,000 a month in good is one that looks after its affiliates online table pay a fee to the house to actual cash/live event packages to our on a hospitality level. For example, use their software, etc. This is called the players on top of their rakeback. The Chipleader is always spending money on rake. Revenue share affiliates are paid a players love it! their affiliates but there are some big boys lifetime commission to bring players to out there who don’t send you so much as the poker room and this commission is You also actively solicit affiliates for a card for Christmas. It’s a small thing, based on a fixed percentage of the rake RakeTheRake. When did you start do- but it’s important. generated by those players. ing that? Why did you start doing that? Well, we have more or less always had a If you could have one “super power,” A rakeback affiliate gives a proportion of refer-a-friend program, but in July 2009 what would it be? And why? Invisibility that rake commission back to the player, we launched our new white-label sys- – so I could get close to and take out the hence the term “rakeback.” Rakeback tem, www.rakebackpartners.com, which very nasty people in this world. sites started popping up in the second enables anybody to set up a rakeback site half of 2004 and I learned about it when within minutes regardless of how techni- What is your favorite movie? And why? some guy used the poker chat to get me cally skilled they are. I have several, “The Good, the Bad to sign up with another Cryptologic skin and the Ugly”; “Return of the Jedi”; so he could give me rakeback. How long did it take for you to start “Highlander”; “The Usual Suspects.” earning money? Not long at all. We He wasn’t asking me for any money so were lucky in that our first player was a There’s no real reason – I have a library I e-mailed him and asked for his Web big raker! of over 1,000...they’re all good. site address. He didn’t have one, so it didn’t instill much confidence. I thought, What traits do you look for in an affiliate Assuming you could pick anyone in “I could do that,” so I did. Here we are program and an affiliate program? I the world (alive or dead), who would five years later with the biggest rakeback think there are several things that make be sitting at your dream poker table? affiliate in town. an affiliate manager great. For instance And why? Now you haven’t limited my an affiliate manager who knows no time number here so...in addition to myself When you first started out, how difficult zone and answers emails when we send there would be nine others: First, my was it to secure rakeback deals for your them. maternal grandfather – he loved a customers with poker rooms? Not too game of cards and had he ever played hard at all. The industry is still young Those affiliate managers who can see the poker professionally I am confident he and five years ago it was much younger. bigger picture are few and far between. I would have kicked serious butt at the People wanted players and rakeback was am talking about the ones who will agree tables! And here are the rest: Winston the new retention tool on the block. In to promotions without a second thought Churchill, Muhammad Ali, The Prophet rakeback businesses, customer service even if they won’t generate a profit for Muhammad, Martin Luther King, Jesus takes on a whole new dimension because four months. We have a few of these (not Fergusson), Shakespeare, Darwin not only are you in constant contact with affiliate managers. They realize that we and Dickens. players, but you’re also responsible for know what we are doing and that in the payouts to them as well. long run the room will benefit hugely. Wow, that’s a lot of dead people. Oh, and Elvis would deal. You also run exclusive tournaments at Great affiliate managers make great all the top online poker sites. Are these affiliate programs. We will often work something you offer in an effort to with a room just because an affiliate Due to space constraints, we could not print the interviews in its entirety. The complete text is posted at gpwa.org.
GPWATimes :: The Full Story on Rakeback 14 16 17
POKER Online Poker in the USA — Strong, Steady and Here to Stay!
By Gary Trask “Online poker is still the king,” says Ellen FreeRollTournamentsOnline.com. “But Jacobs, a GPWA member best known as then the poker boom came along and ver since the Unlawful Internet “pokertramp.” “I’ve been involved with all of a sudden you had more and more Gambling Enforcement Act was it for almost 10 years and it’s changed a people learning how to play the game. It E passed nearly three years ago, the great deal, but it’s still growing despite became tougher for me to make money, online gaming world has been filled with all of the problems.” but it was a great thing for the game and volatility. But the one constant has been a great thing for the industry.” online poker. There are many reasons why online poker continues to thrive. There’s the fact As more and more players converged In fact, online poker in the U.S. has not only that it’s more of a skill game than other online to play poker, the operators con- endured the UIGEA but has surmounted casino games. Or that it’s a game that is tinued to improve the manner in which other obstacles as well. Cheating scandals considered part of American culture. But the game could be played. Software im- have been featured on “60 Minutes.” The the biggest benefit that poker has over proved dramatically, making the game worst recession since World War II has other games offered online is that it is more fun and eye-pleasing online. In ad- affected spending habits of all Americans. increasingly glamorized by the media, dition, the new software allowed players And payment processors in the U.S. have especially on TV by ESPN, which means to multi-table, something that was rare been indicted. more players are attracted to the game. as recent as four or five years ago.
“You watch poker on Secondly, the skill level has been raised “Online poker is still the TV and all you see is even higher thanks to teaching Web these guys sitting there sites such as PokerStrategy.com and king. I’ve been involved with huge amounts of CardRunners.com that have helped with it for almost 10 chips sitting in front transform average players into a very of them,” says Jeremy good player. years and it’s changed a Enke, a veteran of the poker affiliate industry “Poker is one of those games that a player great deal, but it’s still and the CEO of realizes that if he works at it he can get PokerAffiliateListings. better and you can’t say that about slot growing despite all of the com. “If you didn’t machines or even blackjack for that problems.” know any better, you’d matter,” says Enke. “Players work at think that all of these their game and before they know it the – Ellen Jacobs, “pokertramp” guys have tons of game becomes more than just a hobby, it money and they never becomes a way to make some real money But despite those impediments, the U.S. lose. That’s what poker on TV portrays. on the side.” still dominates the international market It glamorizes the game and makes it for online poker. Just last month Poker attractive to people who may have never “The skill level of amateur players has Players Research reported that there are played online.” gone up dramatically,” adds 2004 World still more than 10 million real-money Series of Poker Main Event champ Greg poker players in the U.S. – more than But as much as poker on TV has helped Raymer. “The resources to improve your five times the number in the U.K., which the game grow, you have to credit the game didn’t exist four or five years ago. is the second-biggest market with 1.9 game for making adaptations along So nowadays it’s much easier to learn the million players. (Germany was the next the way to accommodate the growing game and people are more serious about on the list with 1.6 million, followed by number of players. Jacobs remembers improving their game rather than going France with 1.3 million and Scandinavia that when she first started playing there online and just playing.” with 1.4 million players.) The two were just a handful of sites to choose biggest operators in the poker market from and the skill level of the players was Among the obvious beneficiaries of the – PokerStars and Full Tilt – never left not impressive. growth of online poker have been the the U.S. post-UIGEA and have used their affiliates. dominance to thrive in Europe and other “I could play four or five hours a day locations since the prize money in their and make a living at it,” remembers “I promote about 90 percent poker tournaments attracts players from all Jacobs, who is based in Australia and and that’s because I know it’s going to over the world. runs several poker portals, including be steady income,” says Jacobs. “You PokerPokerAndMorePoker.com and would have thought the recession would
GPWATimes :: Online Poker in the USA — Strong, Steady and Here to Stay! Online Poker in the USA — Strong, Steady and Here to Stay! 16 17
have affected that, but it hasn’t. In fact, Mathews thinks that “The skill level of amateur it may have helped. People still want to the first step in getting be entertained. And they can still do that online poker – or on- players has gone up during a recession by staying home and line gaming altogether playing online.” – regulated in the U.S. dramatically. . . . People is to change the per- GPWA member Karim Wilkins took ception. are more serious about advantage of the game’s continued improving their game development and created RakeTheRake. “People in the U.S. com, a poker loyalty site that educates have to understand that rather than going online players on how to get the best deals with not only is it regulated the top rooms via rake races, freerolls and overseas, but some of and just playing.” cash back tournaments. the biggest companies in the world that are – 2004 World Series of Poker Main “Retention and loyalty are becoming publicly traded on the Event champ Greg Raymer more and more important,” says Wilkins. stock market are in- “There are so many poker rooms out there volved,” says Mathews. for players to choose from, the good sites “This isn’t ‘Joe’s Casino’ with two guys in he explains. “Then after that we saw the need to distinguish themselves from a lot a shack somewhere in the Caribbean. It’s riverboats and the Native American casinos of the dross. Rake The Rake is the perfect big-time companies like Ladbrokes and and now there’s a number of states that have vehicle to get this message across.” Rank. And they have proven that this it. So you’d have to think that if California kind of activity can be operated in a re- can get the ball rolling, other states where it But as much as online poker has grown sponsible manner.” is viable would follow suit eventually.” over the last decade, more change and adaptation must take place in order for Mathews also believes that the intra- A study done by PricewaterhouseCoopers the game to continue extending its reach state online poker bill that’s on the table showed that more than $50 billion could across the U.S. And a big part of that is in California could be the first step in have been generated during the next 10 changing the perception of the average seeing U.S. regulation. He points out that years if online gaming legislation had person who believes online poker is a the history of gambling expansion works passed in 2009. But even without regu- sordid and underground industry. with a domino effect, but that it’s typically lation there isn’t really much of a fear of a slow process in the U.S. seeing online poker reach a saturation Paul Mathews has 20 years of experi- point. ence in both online and land-based gam- “Land-based gaming started in one state ing and is the former senior vice presi- (Nevada) and then it took nearly four “I don’t believe saturation is a reality. dent of International Game Technology. decades to get to another (New Jersey),” However, more affiliates need to start sharing the wealth with their players more and help them with education,” says Online Poker Market Share Wilkins. “Affiliates need to work more with players to see what they want rather than just referring them to rooms and forgetting about them. Most importantly, affiliates need to be selective about whom they choose to promote and make sure U.S. (10 Million Players) the (programs) they are promoting are reputable and have serious financial backing.”
Adds Enke: “The growth may slow down, but I can’t really see the day when it dries U.K. (1.9 Million Players) up. I mean you see the tobacco taxes going up, but you don’t see many people quitting smoking because of it. And if things ever Germany (1.6 Million Players) do dry up in the U.S. there are plenty of other markets like Germany that are just Scandinavia (1.4 Million Players) starting to open up, so I don’t see the day when online poker struggles. Right now it’s just too strong of an industry.” France (1.3 Million Players)
Online Poker in the USA — Strong, Steady and Here to Stay! Online Poker in the USA — Strong, Steady and Here to Stay! :: GPWATimes POKER 19
VIP Experience :: GPWATimes 20 POKER
GPWATimes :: VIP Experience 21
The Story NameVIP ExperienceGoes Here :: GPWATimes 22 23
She then gave Gary and me the bracelets we needed to get in as well.
POKER “See, you guys are getting in because you were nice and friendly.”
Gary and I thanked her and headed for the elevators, where we punched the button for the 35th floor. After all, the Hugh Hefner penthouse suite had to be on the top floor, right?
Not quite. It turns out that the suite is a two-floor affair and you can only enter from the 34th floor. So we went back down a floor and entered what can only be described as nirvana.
This two-floor suite can safely be described as the only way to live. The first floor was divided into three parts. The first section, closest to the entrance, was a combi- nation lounge/dance floor, complete with two raised platforms for professional dancers, plenty of room for 20-30 people to com- fortably dance, a full bar and luxurious couches and chairs.
Beyond the dance floor was a balcony complete with a sizable pool that overlooked a panoramic vista of Las Vegas. From one spot, you could easily take in the entire Strip, from the Stratosphere all the way to Mandalay Bay.
Tucked out of the way near the staircase to the second floor was an incredible media room. It had three or four flat-screen televisions and the most comfortable couches and chairs known to man.
The second floor was made up of a balcony overlooking the dance floor, and a bed- room with a rotating circular bed and a discrete, but fully functioning hot tub. There was also a massage-table room and two bathrooms, complete with stand-up showers and hot tubs. Just outside the bedroom hangs a blown up version of Mari- lyn Monroe’s original centerfold for Playboy magazine.
And did I mention there were Playboy bunnies running around?
That’s right, PKR.com rented out this suite, complete with open bar, music, professional dancers and Playboy bunnies.
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The Story NameVIP Experience Goes Here :: GPWATimes 24 POKER
GPWATimes :: VIP Experience 25
The music had a real ‘90s feel to it as partygoers grooved the night away. The balcony was full of people checking out the view. Partygoers took turns trying out the rotating bed. Cameras were flashing everywhere. And a few players even dropped their pants and tested out the pool while wearing just their boxer-briefs.
And when everyone left at the end of the night PKR. com was the big winner. Their players loved the party. Their guests loved the party. And nobody could stop talking about it as they exited the Palms.
Like the PKR.com party, the UltimateBet event was a highly sought after ticket. Studio 54 had shut down for the big party, so it was invite-only to get in. Our friends at Chipleader, the affiliate program for UltimateBet, helped get Casino City access to the party. All we had to do is ask for Pablo at the door and he would let us in.
And sure enough, Pablo let us in. Gary had beaten me there by 30 minutes and had no problems finding Pablo. But for me there was a dicey moment when the bouncers appeared not to know Pablo. But as he swung by and told them I was “OK,” the gates to Studio 54 opened for me.
UltimateBet girls were waiting to greet guests as they made their way inside the club. And more UltimateBet girls were inside the club dancing and making people feel at home.
The club itself looks like a post-industrial warehouse, with a giant dance floor flanked by a bar. And the ceiling looks like it is sky high. On either end of the dance floor are metal staircases that lead up to a second floor that rings the dance floor, allowing patrons to look down on the dance floor. And it looked like there might be an ultra-exclusive third floor.
UltimateBet pros Adam “Roothlus” Levy, Tiffany Michelle, Annie Duke and Phil Hellmuth were all in attendance, along with players who had won spots in the World Series of Poker through UB. But as usual, it was Hellmuth who stole the show.
Sitting in a ring that many dancers use as a prop, Hellmuth was lowered from the ceiling until he hovered above the dance floor. Hellmuth then congratulated UltimateBet for its 10th anniversary, conducted a raffle for a seat in the 2009 Aruba Poker Classic and invited everyone in attendance to join him for a rooftop party at his place in Aruba in October.
After Hellmuth’s star turn, real dancers and acrobats took the stage, performing mid-air stunts that dazzled the crowd. And in between acts, partygoers danced the night away.
All in all, a good couple of nights in Las Vegas.
VIP Experience :: GPWATimes 26 POKER 27
Everest gets down at the WSOP by Rebecca Liggero
I’m not sure I can ever forget the Everest Poker logo after my weekend at the WSOP. It was everywhere! I spent about 30 minutes at the actual WSOP, and I still saw the logo all over Las Vegas. Most impressive was the projection of the logo on the outside walls of PURE, venue for the annual Everest Poker WSOP 4th of July party. I’m not sure if I could ever ask for a better relationship with a Platinum GPWA sponsor, longtime Casino City advertiser and former employer. The fine Everest Affiliates team went out of their way to provide me, and 20 other industry people I offered to help, with last minute passes to their party and entertained us for the seven hours that we were there. The fine Everest Affiliates team also went out of their way to host me at their fancy WSOP hospitality suite, complete with slick leather couches, refreshments, Twitter updates, even more logos, and best of all, the Nintendo Wii.
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2009-2010 EVENT CALENDAR (For full details, visit gpwa.org/conferences)
September 2009 Nov 25-27 CAC Amsterdam Scandinavian Affiliate NH Grand Krasnapolsky Sept 10-13 Super Summit Amsterdam, The Netherlands Berns, Salonger casinoaffiliateconvention.com Budapest Affiliate Stockholm, Sweden Conference (BAC) affiliatesupersummit.com iGB DownUnder SYMA Sydney, Australia Budapest, Hungary igbaffiliate.com budapestaffiliateconference.com January 2010
Sept 15-17 Jan 17-19 April 2010 EiG 2009 Affiliate Summit West 2010 Bella Center Rio All-Suite Hotel & Casino April 12-14 Copenhagen, Denmark Las Vegas, Nevada I-Gaming Forum eigexpo.com affiliatesummit.com Grand Hotel Stockholm, Sweden Sept 17 Jan 26-28 i-gamingforum.com World Poker Congress The Betting Show Bella Center Earls Court Exhibition Center May 2010 Copenhagen, Denmark London, United Kingdom worldpokercongress.com bettingshow.co.uk May 9-12 Affilicon Israel October 2009 Jan 28-31 Tel Aviv, Israel London Affiliate affilicon.com/Israel Oct 20-23 Conference (LAC) Old Billingsgate Affilicon Europe London, United Kingdom Estrel Hotel & Convention Center igbaffiliate.com Berlin, Germany affilicon.com/Europe February 2010 Oct 30-31 iGB España Feb 8-11 Hotel Hesperia Affilicon India Madrid, Spain Mumbai, India igbespana.com affilicon.com
November 2009 March 2010
Nov 17-19 March 2-4 G2E 2009 Asian i-Gaming Las Vegas Convention Center Congress and Expo Las Vegas, Nevada The Venetian Macao globalgamingexpo.com Taipa, Macau aigcongress.com Nov 19-20 Affilicon Far East March 26-28 Beijing, China IPEX – International affilicon.com/China Poker Exhibition Expo XXI Hall Sydney Affiliate Cologne, Germany Conference (SAC) ipex-koeln.com Sydney, Australia igbaffiliate.com
GPWATimes :: Clip & Save 28
urprise! He’s back. Well, Antigua, I am here to answer all your Calvin U.S. government passed the UIGEA, technically, Calvin Ayre questions in plain English rather than in and the European public online gaming S never left “Bodog Land,” the scary legal and technical language that companies pulled out of the U.S. market, but he is no longer an you see in the iGaming publications. In Calvin decided to sell the entire U.S.- online gambling operator, true Bodog fashion, Calvin Ayre’s journey facing operation to Alywn Morris, CEO that is for sure. In fact, since the UIGEA has been a wild one, and of the MMGG. Calvin may have sold Calvin sold the “Bodog” his plans for the future are even better, so I the operation but he kept the famous database and much of hope you enjoy the ride. “Bodog” brand name, and licensed it the existing infrastructure to the Morris back to MMGG for their marketing Mohawk Gaming Group (MMGG), However, before diving into the meat of purposes. During the initial transition something that many people are unaware my findings – for those of you who just period following the sale, Calvin served as of. The only thing he kept was the Bodog want to know one thing and don’t care a Bodog brand ambassador for MMGG, brand itself, which was then licensed back about the rest – I’ll kindly provide the and when this transition period was over, to the MMGG for marketing purposes. answer: Calvin officially “retired” in May 2008. Even then, he had a plan for the brand beyond online gaming...something that Yes. He is still single. Post retirement, Calvin retained an inter- should not surprise anyone who knows est in the Antiguan brand licensing orga- Calvin even remotely. nization, BodogBrand.com, which kept Calvin retires... all the rights to the trademark Bodog It has become obvious to me over the past from online gambling brand. With Calvin’s help, this organization few months, especially since Calvin took a worked to identify new businesses and step back into the limelight, that no one has Take it from me, Calvin Ayre is far online gaming operators that could bring a clue about what he has been up to over from being retired, but it is true that he the brand into Europe, Asia and beyond. the past few years. After spending a lot of has zero interest in running an online While it is true that Calvin has no di- time with this clairvoyant industry icon in gambling company ever again. After the rect involvement or contractual relation-
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ship with any BodogBrand.com licensee, The absolute beauty and power of this serving as a Bodog brand ambassador is licensing model is that all the current something he is willing to do for any new and potential licensees, both gaming and licensee should the need arise. As Calvin non-gaming, can feed off the Bodog brand himself explains, “I am primarily focus- strength and use it to their advantage. ing on branded venture capital or licens- Rather than compete against each other, ing and launching media ventures that the individual success of each licensee support the branded venture capital and helps to lift the others, and as a direct licensing operations.” Translation into result, the Bodog brand continues to grow English: Calvin still retains at least a par- exponentially. “I believe the Bodog brand tial interest in the Bodog brand, he is still will be on many different products and involved with BodogBrand.com, they are services,” Calvin claims. “The Bodog brand always looking for more licensing deals, is going to be massive when we’re done.” and he is working on two new media proj- ects, Bodog lifestyle digital content and CalvinAyre.com, both of which comple- Sunny Antigua, beautiful ment the Bodog brand. See? Simple. home to Calvin Ayre
You would think that a person like Calvin BodogBrand.com is reborn would choose to live in London, New Besides embarking on adventurous and York, Paris, Hong Kong, Rome, Vegas, luxurious vacations around the world, Berlin, Moscow or I don’t know, maybe let’s take a closer look at what Calvin’s even Ibiza. But Antigua? Why Antigua been up to since May 2008, starting with since 2006? Actually, the answer is pretty BodogBrand.com. From the beginning, straightforward and makes perfect sense Calvin’s vision for the Bodog brand when you think about it. “Before I stepped has always remained the same: Bodog down from my role in the online gambling will become a global, inclusive digital world, pre-2006 Bodog had is headquarters entertainment and lifestyle brand, with and was licensed in Antigua, so naturally a structure and model similar to Richard I spent a great deal of time here,” Calvin Branson’s Virgin brand. Although not explains. To further prove his reasoning, commonly known, BodogBrand.com was BodogBrand.com is also headquartered in born in 2005 and the first two licensees Antigua, so it was almost essential for him were Bodog Music and Bodog Fight, both to remain on island to stay connected. of which succeeded in attracting millions of viewers. At present, there are three Bodog brand licensees that are within the online gaming space and BodogBrand.com is actively evaluating non-gaming licensees. As previously explained, the first online gaming licensee to strike a deal with Calvin and the Bodog brand was MMGG, a U.S.-facing business, operating at bodog.com. The next licensee was Bodog Europe, the U.K. and future Canadian-facing business, operating at bodog.co.uk and bodog.ca. The most recent is Haydock Sports, an Asian-facing business, operating at Bodog88.com. An upcoming licensee is expected to be a stand-alone Bodog-branded poker network, operating at bodogpoker. com, the details of which will be announced this month. Other longer- term plans include identifying the right group to open up South America to Bodog in addition to signing on other licensees from other non-gaming areas, both digital and non-digital. 34 35
Another reason why Calvin chooses to reside in Antigua is because his working relationship with the Antiguan government has always been extremely positive.
“Antigua has always been a pioneering and amazingly forward-looking place when it comes to online gaming – people don’t give them nearly enough credit for that.” Cavlin says Antigua was one of the first jurisdictions to license and regulate online gaming, and after the ‘white listing’ by the U.K. last November, Antigua-regulated licensees are now entitled to advertise on a level playing field in the U.K.” This “white listing” helps explain why Keith McDonnell, Bodog Europe’s licensee, chose to launch Bodog Europe under an Antiguan license...and is yet another reason why Calvin likes to remain on island. So they can drink rum punch together, obviously.
In addition to respecting the government’s attitude toward online gaming, Calvin simply loves the relaxing, decompress lifestyle that comes along with Antigua living. “The ultimate reason why I maintain my primary residence in Antigua is the lifestyle...who would not want to live on the beach and be able to go out snorkeling and wakeboarding every morning before logging on to the ‘Net? I am from a part of Canada that is as cold as Siberia, so for me this really is paradise. If I want a faster pace or a good party, I can always charter a plane.”
Now, how can you argue with that? I certainly can’t as I saw Calvin’s Antiguan lifestyle firsthand when I went down for a visit. Always true to his word, first full day in town, Calvin treated me to a ride on his boat, a wakeboarding lesson, a snorkeling adventure and several beers in the sun, all before a fresh seafood lunch on the beach. The next day Calvin treated me to a morning ride on the SubCat Antigua, an actual submarine that dives through the coral reefs of Antigua, all before a series of afternoon strategy meetings. This is something that anyone could get used to.
So what about the Antiguan nightlife? It’s not as bad as you think...especially if you start drinking wine at 4 p.m. on Calvin’s fully loaded ocean-view deck. Anywhere and anything is fun when you start boozing at 4! OK, fine – so maybe the nightlife is a little quieter than what the online gambling world is used to, but take it from me – if you’ve got the right crew, you will have fun. However, I hate to blow his cover, but each night I was in Antigua, I stayed out way later than Calvin, the industry’s notorious party animal. Don’t tell anyone, but I think it’s because I am younger than he is...or maybe it’s because he had just come from several large nights in London with our very own Michael Caselli. Hmm. Either way, I don’t care. I stayed out later.
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Bodog lifestyle and The two media projects will work together fondness for the Bodog team in general and and dovetail with other areas of social media for the Bodog Affiliates group in particular, CalvinAyre.com online while helping to spread Bodog brand as we have worked together closely for years awareness across the globe. Something I and I love them. Therefore, it seemed only Now that you know where Calvin lives, what have learned over the years is that there is natural to join forces with Calvin, an absolute he has done since the UIGEA passed, and that always a strategy behind everything Calvin marketing, PR and branding guru, when he he has a retained interest in BodogBrand. does – it all connects somehow, some way, offered me the opportunity to serve as Global com, what is he doing right now and what and these media projects are a perfect Brand Ambassador for BodogBrand.com are his plans for the future? Very simply example of just how he does it. To help get and as an on the site reporter for CalvinAyre. stated, Calvin is now media, which in many these media projects off the ground and com when it launches in 4th quarter 2009. ways is exactly where he belongs. His first introduced into the iGaming world, Calvin My friends, Bodog Becky has been born. media project involves Bodog lifestyle digital decided he wanted a protégé...someone content, a general Bodog lifestyle Web site that who is well connected...someone who could will target a retail audience, mostly in Europe help spread his Bodog branding messages and Asia. The second media project will be across the landscape of the online gambling located at CalvinAyre.com, an upcoming industry and beyond... industry “tablog” (a tabloid blog – clever, isn’t it?) which will also serve as Calvin’s personal blog. This informational, user-friendly and Bodog Becky joins Bodog world entertaining tablog will serve as a one-stop shop for industry professionals, providing Surprise again! That protégé will be me. As features such as industry news, cool videos, many of you already know, Calvin and I have industry gossip, exotic babes, tales of Calvin’s known each other since 2005 and I greatly adventures, conference and event reporting, respect the work he has done throughout his “famous” recurring characters and lots, lots life and for the Bodog brand in particular. more. My writing and demeanor at industry events make it obvious that I have always had a great
Bodog shooting for the stars Bodog shooting for the stars :: GPWATimes 36 37
Interview with Keith McDonnell, Managing Director, Bodog Europe
o further my ongoing Bodog vast understanding of the U.K. market, What was it about the Bodog brand education, I was provided a focus on affiliates, and how to facilitate that attracted you to this opportunity? T with the opportunity to join long-term revenue increases for affiliates. Tell us how it all happened. I had long the BodogBrand.com li- It’s not a surprise that a personality like been an admirer of the Bodog brand, their censing group and Bodog this heads up the Bodog Europe business, marketing and their exceptional customer Europe executive team recently secured the rights to Canada, and service. Having spent four successful and in Antigua to learn more will soon be launching www.bodog.ca. It is enjoyable years at the U.K. Tote, I felt about the Bodog brand’s also not a surprise that an American like it was time to start considering future global expansion and affiliate system me mistook his Irish accent for English. challenges. As soon as I became aware plans. After hours of discussion, it be- “Shame on you, Becky! I am Irish!” he that Bodog was looking for a European came apparent that the bottom line and sarcastically scolded as we sailed back licensee to take their brand into the U.K. ultimate goals are really pretty simple: from our SubCat Antigua submarine and beyond, the rest is history. brand recognition and service across the dive along the coral reefs of Antigua globe, presence throughout all channels, and Barbuda. Hey, at least I was close... It is our understanding that the and providing a spectacular experience geographically speaking, of course. Bodog brand is currently working on for every single customer including play- a global expansion. Where are you ers, affiliates and industry professionals. Where were you born? What did you in this process? Who are your main So how are they going to do it? Keith Mc- study in school? How did you become Donnell can certainly tell you. competitors in this marketplace? involved in the online gambling Bodog Europe is one of a number of world? I was born in Dublin, Ireland During my trip to Antigua, I found myself Bodog brand licensees around the globe and got a degree in business & legal – the Morris Mohawk Gaming Group gravitating toward Keith, a friendly, sharp, studies from University College, Dublin. nice-looking guy with a great accent. And has the exclusive rights to the brand in Having spent four years in the financial the U.S., and Haydock Entertainment no, that’s not the rum punch talking. services sector, I decided to seek out a I’m serious! With seven years of online is the brand licensee in Asia. That’s just career within an industry that held a lot the iGaming licensees. Bodog Europe’s gambling experience prior to his licensing of natural interest for me and sports and the Bodog brand from BodogBrand.com brand license agreement is limited, gambling was a natural choice. territorially, to Europe and Canada. and taking the lead at Bodog Europe, Keith came into his position equipped with a Our goal is to make the Bodog brand a
GPWATimes :: Bodog shooting for the stars Bodog shooting for the stars 36 37
success story within these regions, with advertise www.bodog.com as their portal Make no mistake: everything – absolutely Europe – and specifically the U.K. – being domain, which means that this is the URL everything – follows from a well-serviced a very sustained focus for us right now. that is marketed and anyone, anywhere and delighted customer. This is our Currently, our main competitors fall into on Earth, can type this into a browser and fundamental, driving ethic and any of our two categories, what I call the “bricks .n. be directed to the correct brand licensee competitors that don’t believe this had mortar” brigade – Ladbrokes, William Hill, site, depending on their location. As one better step back because we’re about to etc. – and the “new breed” – Stan James, of the brand licensees, what this means eat their lunch. bet365, Paddy Power. With gambling is that any marketing done locally will being a major form of entertainment, I benefit other licensees if those activities Bodog is the only brand that has a don’t think it will be too long before we have potential for global exposure, either presence across all channels. How add some mass-market entertainment through the Internet or international important is this to affiliates and brands to the second category. broadcasting. players? The simple fact is that Bodog is the only truly global iGaming brand under What are some of the main challenges How does this benefit affiliates? All of which poker, casino and sportsbetting you have faced or expect to face in the the brand licensees have already agreed channels are offered. We also know the future as Bodog continues its global that the objective will be to ensure that benefit of cross-selling channels and using expansion? I know the BodogBrand.com an affiliate that develops a relationship specific channels to acquire certain types licensing group has significant plans for with any of the brand licensees will have of customers. This has been a core part the brand, and many of the opportunities the opportunity to benefit from all brand of the Bodog success story over the years I’m told are outside of the iGaming space. licensee affiliate programs. So, if I have and is why Bodog is a market leader in its From Bodog Europe’s iGaming perspec- a relationship with Affiliate X in the appeal to affiliates. tive, though, Europe is an extremely U.K., but she identifies a customer that is, for example, in Haydock’s territory, competitive market and there are a lot of I’m based in then that affiliate partner will have the Where are you located? inconsistencies from a regulatory stand- the U.K. but spend a lot of my time in opportunity to be compensated under point from one EU member state to an- our European operation in Antigua, from Haydock’s program. The primary concern other, and those regulatory developments which the operation is actually managed. is that customers get the Web site and are something we monitor very carefully. From a business development perspective, products that are most likely to appeal From a market penetration point of view, many of Bodog Europe’s partners are in to them. Once this happens, the affiliate our challenge is clearly to establish a sol- London and so I spend a lot of my time will be compensated based on the terms id foothold in the markets we can serve there also. At this point there are no associated with that Web site. Again, we best, and then to continuously evaluate plans to open an office in the U.K. as our will ensure this happens through geo- key product areas and territories that we operation is headquartered in Antigua IP location technology although some feel will give us the most opportunities – and it’s always very nice to grab a bit of affiliates will be able to reinforce this by while ensuring regulatory compliance. sun and sea while I’m out there. However, with the crack team we’ve as- also having their own geotargeted ad serving. sembled, and the dynamic culture of the The Bodog poker network has plans Bodog Europe business, one of our com- Tell us more about the new geotargeting to open up to non-Bodog branded petitive advantages is our capacity to react sites in the future. Can you tell us extremely quickly to new opportunities as system that Bodog is putting into At this point, they emerge. place. How will it work? How will it help more about these plans? the existing brand licensees have collec- The affiliates? How will it help players? tively identified a few key new features of ultimate objective of the geotargeting is What is your role within Bodog.co.uk? the existing poker offering that are really ultimately about the customer experience, How does it fit into the bigger Bodog going to take it to the next level, and we’re and is designed to ensure that customers Brand picture? I am Managing Director aligned on a development path that’s ex- find the product offering that is best of Bodog Europe and as such have ultimate tremely exciting. We know for a fact that tailored to them, and find it with an responsibility for the entire Bodog Europe our customers are going to be tremendously absolute minimum of effort. By tracking business. We’re currently operating Bodog. pleased with these critical improvements. the IP address from which customers co.uk as our domain from which Europe is We know that the BodogBrand.com licens- access the www.bodog.com domain, we serviced, though as we start to introduce ing enterprise is also evaluating a poten- will ensure they are directed to the most new languages or enter new markets we tial arrangement that would see the poker appropriate brand licensee site. These expect additional sites under the Bodog technology evolve to the point where it was selection criteria are based on the sporting Europe umbrella. We will ensure the right network-ready, and both existing brand interests of their country along with other people get access to the right sites through licensees and third-party licensees would product synergies, as well as the brand geo-IP location technology. be able to avail themselves of the network licensee territory restrictions (I couldn’t and increase liquidity. There are some very take a customer from Asia, for example). How do the iGaming brand licenses forward-thinking discussions happening From an affiliate point of view, helping regarding ensuring the sanctity of licensee help promote each other? What does customers find the site that offers exactly databases, as well as rakeback, so I think this mean for affiliates? Of course, the what they’re looking for will inevitably a Bodog-branded network of this kind brand licensees all share a common asset lead to higher conversion rates, improve would see a great deal of interest very, very – the Bodog brand itself – and we’re retention, and ultimately increase long- quickly. There is still a great deal of work to all required to adhere to certain brand term revenue, which in turn will result in be done but I would anticipate quite a lot standards that promote and ensure a increased payment terms for them. consistent global brand. Also, all of the of interest from the market should Bodog brand licensees have acquired the right to elect to go the network route.
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“Bodog’s objective will be to ensure that an affiliate that develops a relationship with any of the brand licensees will have the opportunity to benefit from all brand licensee affiliate programs.” – Keith McDonnell
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When will Bodog begin accepting “Work hard, play hard” is a famous all about the beach and sea life and those Canadian players and under which Bodog slogan. How do you work hard early sunny mornings. licensee? What will be your involve- and play hard? It’s a famous slogan, ment with this process? Canadian play- but never has it been more true. Those We’ve heard rumors that you are a fan- ers will be able to access a Canada-specific who are successful at Bodog manage to tastic wakeboarder. Are these rumors product suite from www.bodog.ca start- combine the two very effectively. Quite true? Can you walk us thorough your ing in the fall of this year. I aggressively often the divide is blurred, quite literally, very first wakeboarding experience? renegotiated the Bodog Europe brand li- but in some ways that’s what makes it so Ha ha...no comment. Let’s just say since cense agreement to acquire the rights to special. You never quite switch off from my first “effort” I’ve been practicing at the Canadian market earlier this year and business but you never quite switch off home on an ironing board lying flat on the I would expect the Canadian market – ex- from having fun. It’s certainly a unique ground. I can just about balance on that tremely technologically literate, sports factor to the Bodog experience and one now, so will give the real thing another go lovers and a very significant poker base I’ve thoroughly enjoyed since joining the very soon. – to be a huge success story in 2009 and brand licensee family. 2010. The products will be offered pursu- ant to the Antiguan gaming licenses. Tell us about your experiences in Antigua, home of the U.K. licensee There are quite a few big iGaming headquarters. What is the office like? conferences coming up. What kind What do you do for fun? What is the of presence will Bodog Europe have nightlife like? Is it really as quiet as at such events? We will be looking to we hear? Antigua really is spectacular. attend all major conferences to spread Tell me another office location where the word about Bodog Europe’s exciting you can get up early in the morning, go future developments. I’ll personally be wakeboarding, snorkeling and submarine speaking this September at both the diving, all before having a healthy beach affiliate conference in Budapest, where breakfast and being in the office by 9am? I’ll be joined by members of our affiliate The nightlife is great, and there are plenty team, and EiG in Copenhagen. of beach bars and clubs to enjoy the local rum cocktails in, but for me Antigua is
Bodog shooting for the stars :: GPWATimes Interview with Alwyn Morris CEO, Morris Mohawk Gaming Group
was recently given the referred to as “canoers” or sometimes Following your competitive career, what opportunity to spend a “canoeists,” the K-2 boat differs from prompted you to become involved in I day in Kahnawake with actual canoes as they are closed-deck boats the online gambling industry? I was Bodog’s U.S.-facing brand with a spraydeck. We took home the gold a principal advisor to the Chief and Mo- licensee, the Morris Mo- medal in the K-2 1,000-meter event, and hawk Council for approximately 12 years hawk Gaming Group, and a bronze in the K-2 500-meter event. The and I was looking for a change in career to complete the very first time and energy I dedicated to training and wanted to be close to home. I was interview of Alwyn Mor- and competing in the Olympics easily involved in the discussions between the ris, the full-blooded Mohawk CEO and carried over into my career in government, Council and the Government of Quebec fearless leader of the group. Morris often business and as an aboriginal ambassador. regarding the online Regulatory Com- refers to himself as “conservative” and I knew that with enough hard work and mission and online gaming. strikes me as a friendly, family man who dedication I could achieve nearly anything is very active in the Mohawk community I set my mind to, and that philosophy has I was principal advisor to some of and who welcomes the challenge of build- stuck with me to this day. Kahnawake’s most important government ing the U.S.-facing Bodog brand so it be- and third-party negotiations, including comes stronger than ever. While both Al- You are also a member of the Order those relating to online gaming. I followed wyn and Calvin are extremely intelligent, of Canada. For those who don’t know, the development of Mohawk Internet personable and excellent public speakers, what is the Order of Canada? Why Technologies and how Kahnawake was their public styles are unique. “Calvin was were you made a member? The Order benefiting from the industry. I wanted to the flamboyant one,” Alwyn says. “I will of Canada is the highest civilian order continue to help the community and its not become the face of Bodog.com in the that is bestowed in Canada. I’ve been evolving economic stability. Establishing way that Calvin did – I’m not sure anyone told that it’s approximately equivalent to a business platform for online gaming could. I have enormous respect for what the U.S. Presidential Medal of Freedom. became a natural fit for me to accomplish the original Bodog group accomplished, It was an incredibly humbling honor for my goals and as a new career when I was but my style is certainly more reserved.” me as a Canadian, because the Order of introduced to Calvin. The rest is history. Conservative as he may appear, Alwyn Canada recipients include people like certainly possesses those fun Bodog quali- Marshall McLuhan, Pierre Trudeau and When and how did you meet Calvin ties that we all know and love. I saw this Bora Laskin. Ayre? How long was it from your first side of Alywn firsthand in Montreal, and meeting with him to when you knew I have heard about his experiences with I was awarded the Order of Canada for my the original Bodog team in Costa Rica. I you wanted to license the Bodog work with aboriginal youth in the field of name, to when the deal was actually believe the phrases “cruising around town alcohol and drug abuse. Alcohol and drug struck? We were introduced in Montreal in the Hummer,” “enjoying a cocktail at abuse has always been a concern in the by a mutual friend. I was interested in the a ‘very special’ local watering hole,” and aboriginal community and I wanted to use online gaming industry as it has become “cooking late-night food at the Bodog my newly found status as an aboriginal a powerful economic engine for our Compound with the housekeeper” may ambassador to give back to my community indigenous self-governing jurisdiction of have slipped out several times during our while also raising awareness of the dangers Kahnawake. Meeting Calvin for the first interview, but you are not allowed to know of drug and alcohol abuse in youth. that. I was told to keep it off the record. time was a great pleasure. To even be considered for the Order, I was well aware of his work as founder Most people don’t know that you’ve which is commonly granted to geniuses, of Bodog and immediately developed won two Olympic medals, including Prime Ministers, and Supreme Court Chief a great deal of respect for him as a very gold in Los Angeles in 1984. What Justices, was an overwhelming privilege intelligent businessman. It took a few – it’s difficult to describe. events did you compete in? Do you months in late 2006, early 2007 to put the still remember those races down deal together, but it wasn’t long after that to the exact detail? I was a sprint How did you get into canoeing? A before the business had been smoothly canoer, or what is sometimes referred canoe club opened and I along with many and successfully transitioned. to as a “flatwater racer.” During the Los of my friends went to the club to see what Angeles Olympics in 1984, I competed the sport was all about. After some trial What was it about the Bodog brand and error and some unplanned swimming, in what are called “K-2” events, which that you found so attractive? Were essentially means a double-seated kayak. I decided that it was a fun sport and In competition, despite the fact we are became hooked. you ever tempted to build your own
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brand? Or did you know for Beyond the migration of the certain that licensing the site from www.bodoglife.com Bodog brand was clearly to www.bodog.com, I’m not the way to go? I was abso- sure the acquisition of the do- lutely considering develop- mains will have a concrete im- ing a stand-alone brand. But, pact on the product offerings while I was confident that the per se. However, it will signifi- Group could deliver technical- cantly impact marketing strat- ly and from a customer service egy and it has, as you point point of view, building a brand out, changed the way the oth- from zero is both a time-con- er brand licensees will market suming and – if you’re going to and interact with one another. really do it right – an insanely Though our businesses are expensive proposition. Calvin all separate and our licensing and his team at the time had agreements essentially limit done such a powerful job of de- each licensee’s branded busi- fining and embodying Bodog’s ness to specific territories, the brand values – this irrever- world – particularly for digital ent, rogue-like, entertainment companies – is a very small brand – that the opportunity and connected place. to license that kind of aware- ness was, essentially, a once in So, what we have agreed to with a lifetime opportunity. Bodog and with the European and Asian gaming brand It didn’t take me long to make “We’re already seeing a significant uptake licensees is that Bodog.com will the decision. be redirected to the appropriate in search value for Bodog.com, and while it’s licensee Web site depending The Bodog brand touches on where the visitor is located. The geolocation technology to so many different spaces difficult to quantify, the impact that this has had do this reliably is now quite – online casinos, online excellent. The benefit of this, poker, music, mixed martial on staff morale has been pretty remarkable. of course, is that every brand arts – what is MMGG’s role licensee can now advertise in all of these operations? the same domain name, so To be clear – our brand license And affiliates have been calling every day.” marketing or adverting that agreement only gives us access “spills over” from one licensee’s to the brand for online gaming, territory into another actually and only in our territory. We – Alwyn Morris benefits everyone and no don’t have anything to do with market confusion results. This the deals to license the brand reinforces a single, unified for Bodog Fight or Bodog Music or any of in Minnesota, and the franchisees have brand and also gives the licensees the the other things they’re working on. So, to adhere to these rules when they sign option of sharing creative assets or even online gaming is all we do. on. The franchisees also get access to campaign concepts from region to region company suppliers. On a different scale, as appropriate. We manage the product development, that’s exactly what is happening here maintain the infrastructure, run customer – the MMGG is the equivalent of the local We’re already seeing a significant uptake service, marketing, and so on. We get company management, and “Bodog” the in search value for this domain, and while access to some suppliers that service licensing group is the equivalent of the it’s difficult to quantify, the impact that Bodog Europe as well that will, I assume, franchisor. We hold the exclusive “Bodog” this has had on staff morale has been also service Bodog Asia, but we’re running franchise for this market, Bodog Europe pretty remarkable. And affiliates have the operation and ultimately supplier owns it for their market, and the Haydock been calling every day. The business of selection is our decision to make, subject group will own it for Asia. the MMGG, and I’m told the business of to certain limited restrictions in our Bodog Europe as well, has been getting brand license deal. I suppose the simplest You recently regained the bodog.com tremendous traction and almost every way to think about it is as a kind of domain. What impact will this have metric is moving in the right direction. franchise. In the same way most fast-food on MMGG’s business plans? Just to be The acquisition of the domains and the franchises are individually owned and precise, it wasn’t really a “re-acquisition,” “return” of the Bodog experience to its run businesses, each with their own staff, because the MMGG never owned these rightful home has got everyone firing on costs, management, etc., they all license domains. We originally had access to the all cylinders and extremely excited about the company brand from the franchisor, domains under the terms of the brand the future. and they pay for the privilege. Of course, license agreement as one of the elements corporate makes sure that the brand is that we licensed. We do own them now, For our customers, we hope they sense treated consistently by all its franchisees, though. this renewed enthusiasm and enjoy so that a franchise in Moscow will deliver the benefits as the products and the an experience consistent with the one experience just keep getting better and
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better. We have an enormous group of knowledge transfer as possible while we is different for everyone. For some people, fiercely loyal customers that have stood had access to him. He’d already told me it’s about income or prestige. For others, by us, and we intend to make sure their he’d be retiring from the online gaming it’s the freedom to travel or spend time loyalty is rewarded. space at that stage, though, and I had a with your family. As terrible as the eco- pretty good idea of his timeline. nomic crisis has been, the one good thing And hey, if nothing else, the new domain that I think it has done is recalibrate how means a lot less typing... I hear all the time that Calvin must still be people think about “the good life.” For me, running things behind the scenes – maybe the good life is wanting to leap out of bed What changes can Bodog casino it’s because I’m just much lower profile every day to help build something remark- and poker players expect to see to and I put such a premium on my privacy. I able, something that entertains people. Of their experience over the next few keep expecting him to pop out from a closet course I want to provide for my family and months? We’re working hard to improve or something... Candidly, though – Calvin to create a business where my staff can de- the user experience, reduce barriers to has never even been to the MMGG offices. velop and provide for their families as well. entry and add in more forms of digital That’s the good life to me, and I’m living it. entertainment. We expect to be starting The only minimal contact I have with him to benefit from digital entertainment that is in his role as one of the stakeholders What can affiliate marketers expect is manufactured by our franchise partners in the brand licensing organization in out of Bodog in the coming months? in other jurisdictions and this is a great Antigua, or if I reach out to him to talk The cut over to the new structure with reason to want to be a part of the edgy about something specific. Other than that, MMGG running everything is done, Bodog brand family. for good or for ill, the buck stops here. and now we are focusing on increasing conversion rates, improving upon people’s When it comes to Bodog Casino specifically, Have I been to Calvin’s places? Yes, ability to easily access and enjoy the Bodog there are plans in place to refresh and certainly. I stayed at the Bodog compound experience, and revitalizing the Bodog update the casino lobby itself, while at the in Antigua when the initial negotiations brand in the United States. same time adding new, exciting games, around the brand licensing were taking and offering a wide array of tournaments, place. It’s beautiful – right on a private Affiliates are an incredibly important part contests and promos, giving players even beach and with the Bodog boat moored of Bodog’s business. With this in mind, we more opportunity to win great bonuses fifteen feet from the door. His place is know the top item on every affiliate partner’s and prizes. beautiful and the beaches are obviously wish list is high conversion rates, and we feel fantastic, but it’s probably a lot less the resurrection of Bodog.com will go a long ostentatious than people might expect. What are the key challenges MMGG way in leveraging the Bodog brand on an faces as it moves forward? Why do international scale, giving new and existing The Costa Rican compound, on the other affiliate partners a huge opportunity to you believe MMGG is well-positioned hand, is a whole different story. A spectac- convert new streams of traffic into solid to help grow the Bodog brand? Great ular set-up – the physical embodiment of revenue growth. Along with the increased question, but my answer might surprise the Bodog ethic. I once overheard someone global visibility of the Bodog brand, there you. I think our group’s most significant say that the Bodog compound in CR makes are numerous other advancements Bodog challenge over the next 12 to 18 months is the Playboy Mansion look like a Tupper- affiliate partners can look forward to in the going to be growth management. ware party. I’d have to say that’s not far off coming months, including: new measures to the mark. And the parties? Well, I think improve a new player’s ability to successfully Now, be honest...Even though Calvin one of the unwritten rules of the parties deposit and convert, raised awareness and is supposed to be “retired,” how is that if you want to be invited back, you presence of the Bodog brand both on and much does he bug you about MMGG’s don’t talk about them... it’s like Fight Club offline, an expanded player marketing team operations? Have you ever visited in that respect. Amazing, though. focused solely on marketing to new and Calvin at his San Jose compound? How existing players, and a reinvigorated sales about his Antigua compound? And As far as “Calvin dirt” goes, I don’t think I’ll team focused on acquisitions and improving be of much use, I’m afraid. You see, what a the on boarding process. if so, what’s that like? Are the parties lot of people don’t fully appreciate is that with Calvin all they’re rumored to be? the Calvin that was in front of the camera It is going to be a momentous year for the To Come on, share some Calvin dirt!! was not Calvin “the executive.” When the Bodog brand on the global stage and we’re be honest, I was bugging him for months cameras shut off, he took off the brand very happy to be a part of it. after the deal! He probably just wanted me ambassador hat and became a serious, to lose his number. There was no escaping dedicated and at times very demanding the fact that Calvin built the brand and that And finally, what are three things executive. He wanted his team to be the nobody knows about you? business and team in a way that, literally, industry elite and Bodog customers to no one else could have. I would have been simply love the entire experience, and there a fool to have let that kind of industry 1. I love James Bond movies. was a zero-tolerance policy on mediocrity. 2. I was the smallest guy on my team – by expertise just slip through my fingers. In You were the best or you were gone. That’s the brand license deal, I had negotiated for about 1 foot - when I started canoeing. the Calvin that I know, and that’s the 3. My golf handicap is really about 16. him to continue to do some media and PR culture and attitude we try to inspire here. for the brand for a period after the MMGG assumed control, mostly because I knew he would be almost irreplaceable in that A lot of the Bodog brand is about liv- role, but my ulterior motive was to keep ing the good life. What do you do to him involved so that we could do as much live the good life? I think the “good life”
GPWATimes :: Bodog shooting for the stars 42 Interview with Ian Dunning, Managing Director, Haydock Entertainment
o finish off my Bodog work. Good to know, Ian. Next year I fully When and why did you make the brand founder and licens- expect a personal invite... transition from Ladbrokes to Victor T ee story-writing extrava- Chandler? What were some of the ganza, I interviewed Ian Where are you from? What did major differences between the two Dunning, Managing Direc- you study in school? How did you gaming companies? Just prior to leav- tor of Haydock Entertain- initially become interested in online ing Ladbrokes I had completed an MBA ment, BodogBrand.com’s gambling? Originally I am from and I felt it was time to move on. After a Asia-facing brand licensee Liverpool (the red half). I spent most of period with easyInternet café, an oppor- (www.Bodog88.com). Haydock, the most my childhood in Jamaica and Botswana tunity arose to become Operations Direc- recent addition to the Bodog brand licens- so I have been exposed to a lot of different tor at VC, and to be honest, I had missed ee family, is licensed in the Philippines cultures and experiences. Like a lot of kids, working in the betting and gaming indus- and based in Manila, a city that Ian loves I was not really sure what I wanted to do try so I jumped at the chance. Ladbrokes and a city that I am dying to visit. OK, so after school, but I knew I did not want to was very good at what they did but they let’s be real here. I will admit that I did not work 9 to 5 in an office. A friend of mine were a traditional corporate business and physically jump on a plane to Manila to in- told me Ladbrokes was recruiting for VC was anything but. Victor was a book- terview Ian because, to be honest, it is far betting shop managers. I was no stranger maker at heart and an entrepreneur by away. Alternatively, I was unable to lure to gambling as my dad always liked the nature. I really enjoyed my time at VC; it Ian across the Pacific for a face-to-face odd bet, and the chance to work in a was an exciting and rewarding period. meeting because, in true “Bodog” fash- retail environment and catch up on the ion, Ian works around the clock to ensure sports news every day was appealing. My that Bodog Asia is a success. Despite Ian’s You played a large role with Victor interest in online gambling started when I Chandler’s expansion into the crazy work schedule and the notorious worked for easyInternet café as Business time-difference hurdles, I was provided Asian market. What exactly did you Development Director and we had a lot of do to facilitate the process? What with the opportunity to interview him at people come to see us who wanted to start length, and now I cannot wait to meet him online gaming businesses. challenges did you face? How was in person. From our many conversations, the Asian-facing Victor Chandler I find Ian to be a very friendly, capable, Tell us about your experiences different from the U.K.-facing Victor knowledgeable and “seasoned” gaming Chandler? If I knew before I arrived professional who began his career at Lad- working for Labrokes. What did you do for them? Is it true that you in Asia how much I didn’t know about brokes before online bets were taken...or the market, I don’t think I would have as Ian likes to say, “back in the day when worked for them before they started left Gibraltar. Luckily the company was you were still in kindergarten.” taking online bets? Wow, when you put smart enough to engage local marketing it like that, it makes it sound like I started partners who gave us a lot of sound advice Though British, Ian has always been working in the Dark Ages, but seriously, over the years and we learned our lessons intrigued by the Asian market and working for Ladbrokes in the betting and ended up with a successful business. has developed a deep expertise in the shops was a great experience. Dealing There are many differences between complexities of the Asian gaming markets with real people face to face every day Asian and European betting markets, but over many years. He firmly believes that made you understand the desires of the the bottom line is that in the cash market, the synergies between the Haydock team customers. Sure, people want to win, but most of the young Asian punters want and the Bodog brand are “tremendous” the real drive was for social interaction, fun and entertainment. A strong brand and that the opportunity to license the entertainment and fun, the very things trusted and respected is in my view the Bodog brand was a “no brainer” for him that Bodog has brought to the online world key requirement for success, which is and his team. Ian’s extensive gaming and makes Haydock’s association with why being a licensee of the Bodog brand experience over the years brings an them so exciting. I worked for Ladbrokes is so important for us. impressive pedigree to the Bodog brand in various positions for 14 years and my final position was Area Manager in West family, and even though he may be the How did you become interested “senior statesman” of the licensees, Ian London. On my last day I went back to my is a big supporter of the “work hard, play first shop and at least half of the customers in the Asian market? The sheer size hard” Bodog ethic that we all know and remembered me. For them, betting was and potential of the Asian market first love. Even further proving this point, from an integral part of their entertainment, attracted me to it. The region is growing the sounds of it, this year’s Bodog88.com week in and week out. so fast and the excitement you feel in office party was a perfect example of the every Asian country about the future is Bodog “work hard, play hard” slogan at invigorating. I am ashamed to admit I
GPWATimes :: Bodog shooting for the stars Bodog shooting for the stars 45
still only speak English; the Tell us more about Hay- problem is just about everyone dock, an online gambling in Asia I come into contact with operation you have been speaks English better than me. running out of Asia since The people in Asia are on the 2006. What is www.9play. whole fantastic. They are hard working, respectful of other com? Does this brand cultures and love to have fun have anything to do with – a perfect character mix for Bodog88? Haydock is the li- the Bodog brand. Then there cense holder and was original- is always the food. ly set up to exploit opportuni- ties in the betting and gaming The Asian market has al- market in the region. Starting ways been somewhat of a from scratch the company had to develop a new brand and challenge for online gam- 9play was chosen as the brand bling brands that have name. We became aware of traditionally focused on the opportunity to license the the USA and Europe. Why? Bodog brand, and honestly, it What are the major differ- was a no brainer. Here we had ences? What are the big- the opportunity to trade under gest challenges? The Asian one of the best-known brands market is huge – sometimes in the industry with a great people forget this – and com- “Haydock’s objective is to be the largest online reputation for honesty and panies need to focus on a trust in a market where these particular area and do this attributes are key to success. well. Traditionally many of provider of betting and gaming in Asia. Right the most successful Asian You have stated that the bookmakers have focused now I can’t give you a definitive time line but synergies between the Hay- on the credit market, relying dock team and the Bodog on sophisticated agent net- I am convinced that with the strength of the brand are “tremendous.” works to market and conduct Why do you think Haydock the business on the ground. is such a good fit for the I do not believe any Western Bodog brand behind us we’ll get there.” bookmaker will successfully Bodog brand? At Haydock break into this type of busi- – Ian Dunning we believe we are in the enter- ness. tainment business, delivering benefits to our customers by The good news is that as more offering great products and and more Asians move into the middle on his trips to Asia as the Ambassador service to people who are looking for fun classes and have access to fast, reliable for the Bodog brand; he obviously takes and value. “Work hard, play hard” is a Internet connections, they will not want an interest in how we are delivering the famous Bodog tagline – one we happily to transact with underground agents. brand values to Haydock’s customers. embrace here at Haydock. This emerging middle class is our target For the brand to have value around the market, one in which I am convinced world there needs to be a consistency of How is Bodog Asia different from we will succeed, especially given the delivery from all the brand licensees of the other Bodog brand licensees? proven strengths the Bodog brand has the key values, fun, entertainment and Are you in close contact with keith are online marketing and P.R. In any great customer service. McDonnell and Alywn Morris, the Eu- region where legislation is still evolving ropean-facing and U.S.-facing licens- the same challenges face all legitimate Tell us about Manila, the location of ees? As one of the licensees of the Bodog bookmakers: marketing your product and the Haydock headquarters. What brand, we are keen to ensure that the key providing fast, efficient payment back to is it like living there? What is it like brand values are maintained and consis- your customers…areas we excel in. running a company from there? What tently delivered across the globe (as are are some benefits and shortcomings? the other licensees). As such we obviously How did you meet Calvin Ayre? It is Manila is a great city, with friendly people have an interest in what the other brand common knowledge that he really and lots to do in the evenings. Add in a licensees are doing. Also as one of the enjoys spending time in Asia. How large number of betting and gaming newest licensees of the Bodog brand, it is often do you see him? To what extent is professionals and you have a nice place good for us to learn from the experiences he involved with Bodog88 branding? to live and work. It is a good place to of the others. I first met Calvin for a breakfast meeting run a business; we have fantastic offices, at a casino in Macau. It was a nerve- excellent support from the local regulator Bodog.com will be the common portal racking experience meeting the creator of and a good pool of talented people to any customer in the world can use; when one of the world’s strongest brands, and recruit from and a fantastic team working customers type this into their browser for once I was lost for words. I see Calvin here. they will be directed to the relevant brand
Bodog shooting for the stars Bodog shooting for the stars :: GPWATimes 46
licensee site depending on their location. What future plans do you have in store ers. While the affiliate networks in Asian This has tremendous value for us as a for Bodog88.com? New games? Lan- bookmaking are not as sophisticated as brand licensee, so while we are all separate guages? Promos? Land-based events? those in the West, things are changing businesses, the customers’ perception is of Haydock’s objective is to be the largest rapidly. Haydock has just launched its af- one worldwide Bodog family, albeit with online provider of betting and gaming in filiate site and affiliates will be as impor- products tailored to their individual needs Asia. Right now I cannot give you a defini- tant to our success as the agent network depending on the market they are in. tive time line but I am convinced that with was to the underground bookmakers. the strength of the Bodog brand behind Having the ability to market ourselves Let’s talk more specifically about us we will get there. We have plans to roll under the Bodog brand, with its deep his- Bodog88.com. How is it different out exciting new products and games over tory and large amount of relevant content from Bodog.com and Bodog.co.uk? the next year or so and a significantly en- about it on the Web, gives our affiliates a How does Bodog88.com fit in with hanced Live Dealer product. As we succeed huge advantage in the marketplace. the “work hard, play hard” Bodog in each individual territory we will look to Do you plan to have a presence at some lifestyle? Each of the brand licensees enter new ones. Asia is a big place; it will have their own strategies and objectives, keep us busy for a while yet. of the upcoming Asian-facing affiliate but we will all share the common goals of conferences? If so, which ones? We are delivering a great product range tailored How does advertising change in Asia? still working on our approach to this, but to our own individual markets under the What do you have to do differently yes, we will be represented at most of the Bodog brand and brand values. In the there than you would in North Amer- Asian affiliate conferences. Asian market Live Dealer is a key differ- ica or Europe? I cannot comment on the ence; RNG casino games are viewed with North American market as I have no ex- Does Bodog88 participate in any of- distrust here. perience there, but in our chosen markets fline advertising in the Asian market? in Asia, advertising is a challenge. What If so, what kind? We do run some cam- Haydock offers a great Live Dealer would be deemed acceptable in Europe paigns based around offline advertising experience, one which we will look to is frowned upon here. We are sensitive to with our main focus based on placements develop further over the next year. On the local regulations and media restrictions, in sports related papers and magazines. sports betting front, football is our main and the messages we use to promote our We are also focusing on getting good edi- product, although in Asia, the focus is products are less hard hitting than they torial coverage in the same media. Hav- on handicap betting and in-running. We would be in Europe. Conveying the history ing Bodog88 as our brand is a real asset have spent a lot of effort to customize our of the Bodog brand and all that it stands here as many Asian editors, in particular football betting coupons to accommodate for is a key message for us. the sports press, already know about the our target market, which right now is Bodog brand and its history. Most bite our young Chinese male across the region. What is Bodog’s reputation in Asia? hands off at a chance to do a story about We currently offer English and Chinese What was it before you became the Bodog. language options and will be looking to licensee? What do you want Bodog’s extend the range in the future. reputation in Asia to be? Bodog is a What do you like to do in your spare truly global betting brand and I cannot time? Have you ever tried wakeboard- We have a young, talented, multicultural think of another brand that is represented ing? Well, I might not be as good as some workforce based in Manila. They work in markets right across the globe. Asia is of the other Bodog licensees at wakeboard- hard, and if you’d been here to experience probably the region where the brand is ing, but I have tried it and I did stay up. I our recent office party, you would have least well known, but it still has significant was immensely pleased with myself, until seen for yourself they can really play hard traction. Our challenge at Haydock is I saw my children doing all sorts of com- as well. Actually this is my experience of to make sure the brand values that have plicated jumps and turns. Other than that many Asian cultures, particularly the Chi- served other brand licensees so well life is pretty much focused on the business nese; hard work and success are key in- become more well known in Asia. right now; it’s an exciting time for all of us gredients of their culture, but come Friday here in Manila; we’re all focused on deliv- night it’s no holds barred down at the local The huge amount of information available ering success. bar or nightclub. Bodog’s ethos of “work about Bodog via the simplest Internet hard, play hard” is a perfect fit with both search is a great boost for us. Trust is a Rumor has it that you are one of the our team here and our customers. big issue in the Asian betting market and more senior Bodog brand licensees. our potential customers can easily check What’s the typical demographic pro- Do you feel older and wiser than the the brand out and start betting in full rest of them? You have certainly put me file for an Asian player? How does confidence that they are dealing with a on the spot here. Yes, I suppose at 50 I am that differ from European and North trusted and honest brand. one of the more senior Bodog licensees, American players? Ignoring the credit but that’s another great thing about Asian market, I believe our target customer How are Asian iGaming affiliates differ- people. On the whole they respect us oldies shares many similar demographic features ent from American and U.K. iGaming af- and perceive us as being wise, deserved or with European and American customers. filiates? Do you have your own affiliate otherwise. We want to focus on the already large and team for Bodog88.com? Affiliates are the growing young male middle class, people same the world over – if you offer them a with disposable incomes and a passion for compelling product to promote supported sports and having fun. by a great brand, and give a fair reward for their work, they will deliver custom-
GPWATimes :: Bodog shooting for the stars 46 48 49
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GPWATimes :: GPWA Seal Program GPWA Seal Program 50 51
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GPWA Seal Program GPWA Seal Program :: GPWATimes GPWA Seal Program 53
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By Gary Beal Here you can verify ownership of using these differ- a subdomain and get the option to ent regional Google With the big bankrolls behind corporate target a specific country or region. searches and how the SEO and now PPC, the landscape is You can also go a step further and different language- and changing more rapidly than ever. The host the subdomain within your target regional-based filters that they offer work, question is, what can you do to stay region and your ranking will significantly and how they affect your rankings. I’ll also competitive in this market that the big increase. The subdomain is actually seen attempt to explain the different attributes guys aren’t doing? The answer – Google as a completely different site, and if you the algorithm looks at and the human edi- Geographical Targeting. have good Page Rank you can pass link tors look at, and finally what the best so- juice through to the new subdomain site lution is for you depending on your cir- Nothing new, you say? I beg to differ. and get it ranking better as well. cumstances. Google has made it possible to use one Web site and effectively target every In the United States Google goes so far Keep in mind that in my testing this infor- geographic region and language. This as to look for addresses within the Web mation applied about 70 percent of the time worked in the past to a degree, but now site content in order to determine the and did make a significant difference in the Web site owner has control over it. location, and will deliver a local Web site overall traffic and conversions, but I think (in relation to the end-user’s IP) higher that when there is a lack of relative Web In the past you could create a subdirectory in the results than a nonlocal Web site, sites/pages that match the algorithmic or a subdomain in the native language especially if you have a brick-and-mortar parameters a different set of rules is ap- and Google would eventually sort out business and the end-user is using Local plied either automatically via the various that the content is targeting a specific Search. algorithms, or it is set aside for a human language. The results were very dodgy and editor to rate. This could be good or bad unpredictable. In Google’s never-ending Now for the complicated part. depending on the quality of the site/page, effort to deliver relative results they have the relative information that is present, come up with geographical targeting I will do my best to try to explain why and comparative Web sites in the same within their Webmaster Central console. you get the results that you do when set of results.
GPWATimes :: Go Global — The Markets Are Soft Go Global — The Markets Are Soft 54 55
Human editorial guidelines that influence Google rankings
An internal General Guidelines document produced for Google editors that was written in April 2007 has recently been circulating in certain forums. In this document Google explains that there are two elements to consider when they are manually rating a Web site/subdomain/Web page:
1. The Task Language (Was a language-based filter selected on the search page?) 2. The Task Location (Was a geographic-based filter selected on the search page?)
Non-U.S. Google searches typically Unless the language is the same offered three options: (U.S. and U.K. are both English):
1. Results from the Web/Internet 2. Web sites in [language] 3. Web sites from [geographic region of the native language in #2]
In some cases when the automated algorithm cannot determine the relativity, they will send it to be edited by a human editor who works for Google.
When one of the (assumed and widely acknowledged) 10,000+ university students/human editors come to your Web site or a page within your Web site, these are the examples that Google gives to manually differentiate or assign interpretations when the optional settings or obvious directories or native languages are not present.
The following language-based searches could inherently have two different meanings:
Dominant Interpretation Query in the Task Location
[football], English The dominant interpretation is American football (U.S.) played with a brown oval ball [football], English The dominant interpretation is the game Americans call (U.K.) soccer which is played with a round ball
Query: [Java], English (U.S.) in the Task Location
Dominant Possible Possible Interpretation: Interpretation: Interpretation: The program An island in Indonesia Coffee
And:
Query: [mercury], English (U.S.)
Possible Dominant Possible Interpretation: Interpretation: Interpretation: The chemical element The planet The Car (Hg)
This is only one single guideline under consideration when they are researching and understanding the query and subsequently rating/ranking the Web site/page. They will use these guidelines to determine the most relevant market to rate you for. When this is taken into consideration in soft markets, you can dominate!
Go Global — The Markets Are Soft Go Global — The Markets Are Soft :: GPWATimes 56 57
Algorithmic elements 3. Page rank, linking anchor text, native region and use geographical additional outbound links on the page targeting that affect ranking linking to you 3. Build back links from similar TLDs 4. On-page relevancy Beyond the obvious on-page considerations, 5. Language-based meta-tags Target a specific language? different searches will deliver (in most 6. Everything in the above 5 items relating 1. Create a subdirectory in the native cases) a different set of results. The results to the linking Web site/page language (i.e., www.yoursite.com/nl/) can differ greatly depending on several 2. Build back links from same-language considerations: So any one of these elements can give you Web sites a serious edge over your competition. 3. Do not use geographical targeting 1. The IP of the end-user 2. The server location of the Web site Searching any of Google’s (non-U.S.) The reason that you do not want to use 3. Any geographically targeted settings in datasets will generally return a variety of geographical targeting along with a Webmaster Central Web sites when no language or location language-based strategy is that if the end- 4. The relationship between the search filter is selected. These can include internal user searches in the native language on filters and the resulting Web pages pages in a Web site, subdirectories (www. Google.com, a site using content in that (i.e., Did they search for Pages from yoursite.com/french), subdomains (www. language will be stronger than the same [region] or Pages in [language]? french.yoursite.com) and various TLDs site with geographical targeting in place. 5. If the end-user is searching an extension (top-level domains such as .com and .nl). (This isn’t dependent on whether you that is different from the defaulted All 11 of the above factors are present in use subdirectories or subdomains unless engine (they manually enter Google.com the automatic algorithm. you hosted the subdomain in the target searching for U.S. or English results in a region.) non-U.S. region) The problem is that no one really knows which approach is best, or which algo- The answer for me is The other elements that will affect rithmic attribute is the most effective, so rankings will be back links: what can we do with this? that I want it all...and NOW!! 1. Are the links from a TLD that matches What we want to do is to look at the the destination URL (i.e., .nl linking to a existing results using the available search .nl Web site)? filters, and the existing Web sites that are I’ve recently had subdomains rank with 2. Is the IP linking Web site located in the ranking high and determine which is the geographical targeting turned on and same region as the linked URL? best strategy for your Web site. This takes in the native language rank top 10 in 6 deep-page analysis of your competitors. weeks. I’ve had brand-new Web sites with the appropriate TLDs (i.e., .nl, .de and .es) The important thing to note is that there show up in 8 weeks. I’ve even had a .com is a hierarchy between one and the other hosted in the U.S. without geographical in terms of which is the best solution. targeting show up in the top 10 results for Every Web site has its own individual “Hollywood” terms when they had never solution based on its demographics, been in results in the U.K. site mechanics and available resources. Questions to consider are: You can start with subdomains. Look at your logfiles to determine where the 1. Your target market? current traffic is coming from to tell you MEET GARY BEAL 2. If you need or don’t need geographical what to do first. Bounce rates can also tell targeting? you a lot. 3. If you need language-based subdomains Gary R. Beal is the MD of VanguardSEO in Leeds or subdirectories? For example, if your secondary traffic has been in the Search Engine Optimization 4. Should you move hosting? source is Germany and you have a high field for 12 years. He specializes in SEO for su- 5. Can you afford to do it all? bounce rate, start with a language- percompetitive markets, primarily in the Gam- based subdirectory, then maybe move ing, Dating, Travel, Insurance and Financial In- on to creating a subdomain, hosting dustries. He has spoken at many SES, SMX ,CAP, How and when to use it in Germany, and then setting the geographical targeting to Germany in AAC, EiG, G2E, AiG, GPWA, CAC and A4UExpo geographical targeting Webmaster Central. Then go back and conferences around Europe and has also been Here’s what to do if you wish to: start all over again. on dozens of expert SEO panels. Recently he has partnered with Europartners and will be speak- Geographically target a region? ing on their behalf in Budapest at the upcoming 1. Create a subdomain or a subdirectory in conference, as well as offering free 1-on-1 ses- the native language and use Webmaster sions to any affiliate during the conference. Central to geographically target it 2. Host the subdomain on a server in the
GPWATimes :: 56 57
Case study
A secondary benefit to implementing this strategy is that you will start showing up on Google datasets everywhere. Take Bingo.com, for instance. After 70 days a newly developed subdomain (es.bingo.com) is not only ranking in the top 10 for their top keywords on Google.es, but they are ranking top 10 for their top terms in Spanish on Google.com:
And here are the Google engines (so far) that have picked it up:
Important things to remember! • To target a language using only • You can use Google geographical • Create new sitemaps for each subdirectories, do not use geographic targeting on subdomains and subdomain. targeting. subdirectories. • Get back links from same TLDs (get • You can target a language with both • Use language-based meta tags when a .nl link to your .nl site in the native subdomains and subdirectories, targeting language-based searches. language). but if you have a top-level TLD (.com) use subdirectories versus • When you implement the subdomain subdomains. strategy, link to it from the original Web site.
Go Global — The Markets Are Soft :: GPWATimes GPWA AFFILIATE INTERVIEW WITH INTERVIEW Rob Hutchison | OnlineBingoClub SERIES
And how are things in Transylvania?
This time around we present you with the professional perspective and sage advice of four affiliate guys and one affiliate gal. The gal is from Connecticut and the guys some or our most profitable bingo are from Russia via Kazakhstan, Wanna fly operators. Working on both these Amsterdam via London, Canterbury sites we have some great content writers who are actual bingo play- via Winchester and Transylvania via like an ers, which really helps when you Romania. They’ve got good taste write about promotions as seen in fiction – Dan Brown, Stephen eagle? through the eyes of a player. King, Lee Child – and also enjoy the Just spread In your mind, what does the typi- classics – Think and Grow Rich and cal bingo player look for in a bingo your bingo room? Since starting my sites I Rich Dad, Poor Dad. Best of all, they’re have always promoted free bingo passionate about our industry, love offers, such as no-deposit bonus- what they’re doing and constantly go wings! es. These work very well as most players like to try before they buy. Tell us about your two sites. What out of their way to help their fellow Guaranteed jackpot games seem to makes them different from other work very well for retention also, GPWA members in any way they can. affiliate bingo sites? Unlucky for especially now, as some sites offer We really like these people. We think Some is one of the most up-to-date crazy one-off games with prizes of bingo portals. We pride ourselves you will, too! cars and luxury holidays. on the original content we add to our site, normally over 50 articles *Due to space constraints, we could not print the interviews For affiliates who are looking to per week. We have a blog and news in their entirety. The complete text is posted at gpwa.org. expand into bingo, what things section for the more serious issues should they think about before relating to bingo news, whether making a decision? If I had a de- online or offline. We have been cent casino or slots site, I would told that online bingo operators definitely add a bingo section. Most actually use Unlucky for Some as a casino operators now offer bingo, way of keeping up with what their so it shouldn’t be too much work competitors are up to. The Online to grab a few extra links. Starting Bingo Club offers bingo players a bingo site from scratch might be a weekly newsletter in which we really tough going now unless you strive to bring our members some know your stuff in SEO and don’t great exclusive offers from bingo go for main keywords. PPC is avail- sites. This year we redesigned the able now for affiliates and can be site; we added a blog and news sec- affordable if you target the long tail tion, and also included reviews of stuff. 59
Rob Hutchison | OnlineBingoClub
What prompted you to join the online gambling industry? What were you doing before you be- Age: 38 came an online gambling affili- Hometown: London ate? I have always been looking for opportunities and always Currently residing in: Amsterdam made decent money, but five years ago I sold up in England Favorite food: Sushi and moved to Holland to be with my now wife. I started from One book everyone must read: scratch and got a business go- Think and Grow Rich, by Napoleon Hill ing in the Dutch flower auctions, selling flowers wholesale to U.K. Sites: florists. While I was doing this I Unluckyforsome.co.uk started looking at ways to make Onlinebingoclub.co.uk money online, as getting up at 5 a.m. didn’t suit me. One day while looking at some forums I found an affiliate network site which had some bingo sites listed; £30 CPA for one player sounded to good to be true, so I knocked up a Web site and the rest is history, as they say.
“Unluckyforsome” is an unusual name for a gambling site. How did you come up with it? And why is everything so pink? When I first started as an affiliate I knew noth- ing about SEO or keyword do- main names. I thought it would be funny to call the site after a bingo number. I tried every number available until I got to 13, and Unlucky with the campaign? It wasn’t my idea! I perfect for my two boys, who are three for Some it was. As most bingo players was talking to a few PR companies about and four years old. It has great kids’ fa- seem to be female, pink seems to be the in some fun stuff we could do on Unlucky for cilities, nice spas for the wife and a good color for bingo sites – and it was the only Some and this popped up. Bingo Wings Internet connection for me! decent-looking pink template I could find are the flabby bits under your arms, and as well. when someone wins bingo they wave their If you had to list the keys to success as an arms around and you can see their Bingo affiliate, what would they be and why? What prompted you to join the GPWA? Wings. We are asking people to send in a The main key to success as an affiliate is How has it helped you? Obviously when picture of their Bingo Wings. The response to get your site ranking well on Google. I first started I knew nothing about any- has been massive, and we have now turned Second would be to pick the right sites thing. It’s in forums that I learned every- it into a “Bingo Wings Idol” competition. to promote that will actually convert all thing, from Web site design to SEO. The The winner will be the main star in our this traffic you are getting from the search GPWA has been a great source of infor- TV advertising campaign at the end of the engines. Third would be to keep working mation for me. I may only be a lurker year. So far we have been in the Indepen- hard at SEO and getting traffic; if you most of the time, but it’s these types of fo- dent newspaper and also the Daily Star have lots of traffic then affiliate managers rums and blogs that have helped me teach magazine, with lots of interest from other will love you. myself all the skills needed to be success- major newspapers and online sites. ful in this game. If someone was cooking the perfect din- What’s your favorite vacation spot? Why? ner for you, what would you want? And You recently announced a “Show Us Your For the last three years we have been go- why? The perfect dinner must be the tra- Bingo Wings” marketing campaign. What ing to a very nice resort in Portugal. Most ditional English roast, with all the trim- are bingo wings? How did you come up affiliate managers think I live there now mings including Yorkshire puddings. as we go three to four times a year. It’s
GPWA Affiliate Interview Series :: GPWATimes 60 61
INTERVIEW WITH Richard Wright | QwertyCasino
these types of sites to relieve my stress What influence, if any, does feedback Meet the man – hilarious! from GPWA members have on you as you develop and fine-tune your site? A major When did you launch QwertyCasino, and influence. Without it I would probably behind the how long was it before you started earn- only be earning very little if anything at ing money? We launched in November all. There are numerous members that mask 2008. By Christmas I had started earn- when then they type, you read, every time. ing what would be considered a normal They offer so much that you wonder what You’ve posted that you’ve done market- monthly wage. From then on the figures would happen if they were to quit. ing for Citroen and Peugeot, and worked started hitting the roof. It’s strange how as a “specific information analyst.” What’s some casinos perform better than others. Do you like to gamble? If so, what are your a “specific information analyst”? What did Some have had no sign-ups at all whereas favorite games at a live casino, and what you do for Citroen and Peugeot? And how others are making thousands. are your favorites online? I don’t do the did any or all of this experience prepare casino thing. I played once at a real casino you for getting into online gambling? I thought of QwertyCasino as it would be in Kiev and came away with a nice bit of Specific Information Analyst was the easy to remember. It’s the first thing most money. I mainly flutter on the horses and best name I could find for it without get- see when they look at a keyboard, so free have a William Hill account. ting into trouble. Certain companies hire advertising is halfway there. It’s a shame certain individuals to gain specific infor- CASINO isn’t on the second line, really! I Recently you solicited GPWA members’ mation on other companies. It paid very think I must certainly hold some sort of opinions regarding online scratch games. well, but I do not use the skills I acquired record for typing qwerty! What are your current thoughts – any in anything now. interest in giving them a trial? We have You also have a site devoted to Grand placed a scratch-card program on our The Citroen and Peugeot work was in the National betting. How does marketing “Best Gambling Games” page, which in- repossession sector, arranging reposses- this site differ from marketing Qwerty- cludes games that most would not be fa- sions when finance was not paid. It was Casino? They are similar in the way that miliar with online. We are doing a trial on an interesting job, especially when it they are both related to gambling but the scratch-cards. No joy yet, but it’s early came to reasons why the vehicle had to that is where it stops. There is so much days. be collected and sold. I remember one information with regards to horse racing job where we went out with the reposses- that apart from just the introductions I What’s your favorite vacation spot? Why? sion agents in Wimbledon, London, and felt it necessary to let the public fill the Lapland. It is a beautiful area of Finland. the people we were taking the car from content with their memories and stories, I have not been there in the summer yet chucked a washing machine off the eighth so it practically works for itself now. We but in winter there are only 5 hours of floor. It landed about 10 feet away but you decided to give half of all profits on this to daylight so you are skiing under flood- could feel the impact. the Thoroughbred Rehabilitation Centre, lights. I met the real Santa – he doesn’t which looks after retired horses. So many drink, at least he didn’t when I was there; I guess the job with Citroen helped me people cheer horses on but couldn’t care I suppose he had a lot of work on. learned how to deal with people through less when they retire. We just want to give using a more manageable approach. We something back, really. What does your family think about your learnt how to negotiate, which can be very work as an affiliate? handy. How has your membership with the Very skeptical at first: “Oh, it’s just a con,” GPWA helped you? I first joined because and “You won’t make any money.” I guess What prompted you to join the online I wanted the seal of approval. It was only that’s what families are for. I have a sup- gambling industry? Why did you become when I looked into it a bit further that I portive partner, though, and she enjoys an affiliate? After working as an SIA, life discovered how bloody helpful it was. We spending the money at least! became pretty boring. I was just surfing are in one of the most competitive online one day and saw an online casino with the markets out there, and the way people For those of us who don’t know much word “affiliates” at the bottom. I clicked help each other out is beyond description. about it, tell us something about rugby the link and thought I may as well do this If I bought a pint for every piece of great that will inspire us to take a closer look. – it gives me something to do. advice I have received there would be An amazing game of team play, played enough beer for a small country! by real men. There is total respect for the Are you a full-time affiliate? Or do you do referees, no faking of injuries, and full-on this part-time and work somewhere else The advice you receive regarding SEO, contact without those U.S. helmets and at the same time? Full time definitely; it opinions of your site and information re- padding. The Times [London] suggested really is hard work. All these sites you garding affiliate programs is paramount it was the most dangerous team sport in see promising thousands to work from to being successful in the online gambling the world. If you were to watch England home make me laugh; they make it industry. versus Australia in 2003 at the World sound so easy. I go out of my way to visit Cup Final or New Zealand versus France
GPWATimes :: GPWA Affiliate Interview Series GPWA Affiliate Interview Series 60 61
Richard Wright | QwertyCasino
in the 2007 World Cup Quarter Final you would be hooked.
Now for golf. Who’s your favorite player? How often and how well do you play? I don’t have a favorite player. I find the pros very skilled but they have major ad- vantages when playing. Me, I play about four times a month, and am not very good. Then again I don’t have hundreds of spectators flattening the rough!
What do you know now about the industry that you wish you’d known when you got started? How much hard work it takes. When I first started I was looking at 2 to 3 hours a day, but that went straight out the window when I purchased a book on Web sites and how to get better rankings. You just have to keep going. My target is not to make as much money as possible but to make it a successful Web site with good rankings. It keeps your mind active.
In your opinion, what makes a good affili- ate manager? Hard work, patience and flexibility.
If you had to pick five keys to success as an affiliate, what would they be and why?
Hard work – there is no easy way of making money. People in the online gambling industry tend to like gadgets. What’s your favorite Patience – it takes time to make some- Age: 30 thing successful; never rush anything. gadget? And why? My MP3 player is very handy, plays songs and stores important Hometown: Winchester, U.K. Flexibility – how you adapt to change is files. I hate anything that rings atme very important. Always adapt positively. where I have to press something to stop Currently residing in: Canterbury it from ringing. Timing – make a To-Do list and stick Favorite food: A good old steak with it. Tick things off as you go. Finally, please tell us three things that no- body knows about you. I collect graded One book everyone must read: Bad Luck and Trouble by Lee Child Resources – sources such as the GPWA U.S. coins. I skied the World Cup slope in Levi, Lapland. I read about 80 percent of are too valuable to ignore. Sites: The Times every day. QwertyCasino.com If you were casting a movie with yourself Grand-National-Betting.org in the starring role, who would play your World-Cups-Odds.org romantic interest? Why? My partner, be- 1MillionCasinos.com cause she would kill me if I didn’t. She has played as an extra in numerous movies.
If someone was cooking the perfect dinner for you, what would you want? I would like something completely dif- ferent and probably illegal like Dolphin Soup followed by Filet of Giraffe with a Kangaroo Jus.
GPWA Affiliate Interview Series GPWA Affiliate Interview Series :: GPWATimes 62 63
INTERVIEW WITH Imre Szücs | vmlinuz
started working on it. That’s how we got “Tell your into it and learned about gambling affiliate programs. We knew about affiliate stuff, but never thought it would generate a good family you income. Obviously we were wrong. Before becoming an affiliate I was at college. In my work in free time I worked as a freelancer building a advertising” couple of Web sites. What prompted you to join the GPWA? You’ve got an interesting group of sites, How has your membership helped you? with sports betting being the predomi- I didn’t know about the GPWA until this nant offering on all of them. What mo- year. We were thinking about going to CAP tivated you and your partner, Milan, to Amsterdam this year but an affiliate man- focus on sportsbooks? My partner, Mi- ager invited us to CAC Amsterdam, which lan, always liked sports betting. He started was on a better date for us. We learned at off-line bookmakers, but eventually about the GPWA on the CAC Web site and switched to online bookmakers after doing registered. some research. He visited some sites and also learned about affiliate programs. I started to read the forum and liked it. It was something that we didn’t know existed, What are your favorite sports teams? a place where other affiliates like us were The best thing happened this year when Milan’s favorite team is AC Milan – that’s talking about a lot of interesting things, not we attended CAC Amsterdam. We’d never where his nickname comes from. I’m not to mention the presence of affiliate pro- been to a conference before so this was a much into sports, so I don’t have a favorite grams on the forum. Then came the private new experience. We met a couple of other team. membership application, the approval, talks affiliates and affiliate managers and spent with other members, etc. It certainly helped some pleasant days in Amsterdam. You operate principally in the Hungar- in finding valuable info and in establishing ian and Romanian markets. Any plans to better contact with some programs. What’s your favorite vacation spot? Why? move more aggressively into other mar- I like hills and mountains and we have kets? We’re planning on creating a German How did you choose your GPWA screen plenty here in Transylvania so this makes version of our stats site and doing some- name? This is a nickname I use everywhere. this place my favorite vacation spot. I can thing about sports betting in German. I started using it in 2002 if I remember cor- always find something new here, some- rectly. I was a Linux fan back then (still am), thing to explore. I also like to travel abroad What prompted you to join the online and used this name in some IRC channels. and visit new places. gambling industry? Milan and I used to live together during college. He came up Do you like to gamble? If so, what are What does your family think about your with the idea of building a Web site about your favorite games at a live casino, and work as an affiliate? They have mixed online bookmakers in Hungarian. I was what are your favorites online? I like to opinions about it. My parents say it’s an studying computer science and knew a cou- play poker once in a while. I used to bet in uncertain income. Other family members ple of things about building Web sites and the beginning but it wasn’t anything seri- don’t even understand what it is, so I tell ous. I’ve never played in a live casino but I’d them I work in advertising. like to try it sometime. How long was it before your sites started You’ve been an affiliate since 2005. As earning you money? We made some af- you look back over the last four years, ter the first month. It wasn’t much but we what’s the worst thing you’ve had to deal invested it in buying a domain and paid with so far? What’s the best thing that’s hosting for our site. In the second month happened? The worst thing was probably we made a little more and took a couple of when our main site, sportfogadas.org, was friends out for pizza to celebrate. As time excluded from Google because it had hid- passed, our income started growing. den keywords in it (we’re pretty sure some- body sent a complaint to Google). It took a You’re based in Transylvania, and vam- month to get it back. I didn’t know much pires are incredibly cool right now. How about SEO back then but this pushed me to are the undead of Transylvania dealing learning a lot about it. with all of this newfound notoriety, or ce- lebrity, depending on one’s point of view? It’s good for tourists but natives don’t
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Imre Szücs | vmlinuz
really care about it. I, for example, first much about rogue programs and bookmak- learned about Dracula from some movies ers and predatory affiliate terms. and cartoons as a kid. Since then I’ve seen Age: 24 a couple of other movies about Dracula If you had to pick five keys to success as Hometown: Reghin, Romania but most of them weren’t even shot here an affiliate, what would they be and why? and have nothing to do with Vlad Tepes, Good content. I know everybody says this City currently residing in: considered to be the real Count Dracula. but it’s true. You need it for your visitors Transylvania It’s a story, nothing more. and for SEO. Favorite food: Goulash (traditional What challenges do you face operating You need patience, especially in the begin- Hungarian food) out of Transylvania that other affiliates ning. One book everyone must read: I can’t think of any might not have to face? Angels & Demons, by Dan Brown challenges, but there are some advantages: Design: A site looks more professional we speak Hungarian as a native language with good design but don’t forget about Sites: and Romanian as an official language. This readability. sportfogadas.org, sfstats.net, makes operating in two markets easier. ghidpariuri.ro, bonusz.info, Don’t promote programs that don’t generate bonushunter.ro, royalflush.ro What do you know now about the indus- any revenue after 6-8 months; it’s a waste of try that you wish you’d known when you advertising space. got started? Communication with affiliate managers is important. We didn’t realize Be fully informed about everything that’s this in the beginning and just signed up for going on in this industry even if it’s not rel- a bunch of programs. We also didn’t know evant to your market.
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INTERVIEW WITH Aleksey Batishev | KazaK
duties in that capacity? I’m proud that I’m a After I got my GPWA Seal of Approval, I re- KazaK comes moderator and a part of GPWA. I try to help alized that it is very prestigious. The GPWA affiliates that are just starting out and I al- Seal of Approval draws a lot of players be- ways recommend GPWA as a great way to cause they generally don’t like to take risks from a long meet people and get valuable information. outside the casino. line of There are a lot of player forums out there; What influence, if any, does feedback however, there are only a few really good af- from GPWA members have on you as you Cossacks filiate forums. What I consider my foremost develop and fine-tune your sites? GPWA responsibilities are maintaining a great en- members have direct influence, because Most of your sites are dedicated to poker. vironment where people can interact and their suggestions are very good. You have Why did you decide to go in this direc- getting rid of spammers. On our forum to be a fool not to take advantage of the tion? Poker is a game that requires great people act in a civil and polite manner so experience and expertise of such excellent skill, despite the fact that the rules of poker my job is easy. webmasters. are elementary. In order to be successful at poker not only do you have to spend a lot For me personally GPWA is not only a Do you like to gamble? If so, what are of time playing, but you also need to have source of information, but also a source of your favorite games at a live casino, and determination as well as mathematical, networking and invaluable experience. I what are your favorites online? I play psychological and strategic skills. hope the community and our Russian fo- poker with friends and also online tour- rum keep growing. naments. I’m not a fan of casinos because When I was starting out, I thought that this I enjoy competition and interaction with was the most “honest” game, though I un- other people. I don’t like to get money “for derstood that all the games played against nothing.” the house have their own positives and drawbacks. We know you’re a fan of the APCW . . . What do you think of their Web site? What prompted you to join the online APCW is an interesting project, but my gambling industry? Why did you become English is limited so sometimes that gets in an affiliate? What were you doing before the way. I do enjoy watching the videos and you became an online gambling affiliate? reading the posts. It’s too bad that there is I played a lot of Starcraft and even won no Russian version of the APCW, or at least some local championships in Aktay and in translations of the most interesting articles Rostov. I also managed top Starcraft teams from them. in Russia and Europe. What’s your favorite vacation spot? I came across a banner ad for a poker site Why? It doesn’t matter where, so much as on one of the Starcraft portals. I became What is unique about how Russian-lan- with whom. It’s always great to be around a newsmaker on that site and once I had guage speakers and affiliates approach friends – that’s when you can really have a enough money I became an affiliate. affiliate marketing vs. the rest of the good time. world? In the Russian poker market, gray Who is the smiling dude in your avatar? rakeback schemes work well, because Rus- What does your family think about your My avatar is “Bloody Harry” from a Japa- sians are pretty greedy. In this market the work as an affiliate? At the beginning they nese cartoon called GunGrave. I chose that slogan “The more you play the more we didn’t like it. They thought I was a player, avatar because that character is always hap- pay” simply doesn’t work, so to get any re- but after I explained and showed them py, focused and has accomplished all that sults you need to completely dedicate your- what I do they were OK with it. My mom he wanted to in life. I consider myself to be self to online gaming. was very worried when the government the same way. took away poker’s status as a sport. How long was it before your sites start- How did you choose your GPWA screen ed earning money? It depends on what You recently posted that you’re intrigued name? My father’s and grandfather’s an- is meant by “earning,” but I was earning by forex affiliate marketing. Why are you cestors were Cossacks from Rostov-on- $100-200 in the very first month. intrigued? Any plans to become involved Don. My screen name has a lot of meaning in forex? Forex is interesting. I’ve spent to me because of that. What prompted you to join the GPWA? some time exploring it, but without much Has membership helped you in any way? success. The thing I like most about it is You are the moderator for the Russian- If so, how? I was curious as to what GPWA that it rewards those with knowledge and language forum in the GPWA. Have you was and why so many webmasters trust it. information. enjoyed that experience? What have you When I took a closer look it turned out to be learned so far from doing it? What are your a great community.
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Aleksey Batishev | KazaK
What do you know now about the indus- to be there to offer support. That would be try that you wish you’d known when you my definition of a good affiliate manager. got started? To be honest, when I started I Age: 21 knew absolutely nothing about the gaming If someone was cooking the perfect din- Hometown: Aktay, Kazakhstan industry. Once you start working, you start ner for you, what would you want? And to understand how to attract players, how why? As long as the person making me City currently residing in: to talk to managers and make good first im- dinner did it with love, I wouldn’t care what Rostov-on-Don, Russia pressions. it was. The fact that they put in so much ef- fort would be the important thing for me. Favorite food: Mom’s home cooking If you had to pick five keys to success as an affiliate, what would they be and why? What’s one gadget or toy you wouldn’t One book everyone must read: Rich Dad, Poor Dad, by Robert T. Hard work, honesty, ability to commu- It would be very bor- want to live without? Kiyosaki nicate, tenacity and the ability to be self- ing to live without a brain, but otherwise it’s taught. probably my computer. Sites: PokerLove.Ru , BiGAFF.com I think these qualities are a necessity for Finally, please tell us three things that no- anyone who wants to accomplish some- body knows about you. thing, regardless of whether it’s an affiliate business or some other enterprise. 1) I weigh 220 lbs., I’m 6 ft. tall, I’m a big, healthy person and I don’t drink or In your opinion, what makes a good affili- smoke. ate manager? I think that a good affiliate 2) I lived in Kazakhstan for 18 years. manager provides support to affiliates and 3) I want to hunt wild boar. offers quality advice to help them develop. In general I think affiliates and affiliate (Translated from the Russian by Paul Mogilevsky) managers need to be friends, and if an affili- ate runs into a problem the manager needs
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INTERVIEW WITH Pat Chapdelaine | giggles7p
username “giggles” came from, on the CB DON’T GET radio!
Operating forums has been an important GIGGLES part of your career and success. What’s the most difficult thing about operating STARTED ON a forum? This may not be a popular opin- ion for some, but I truly believe to have GADGETS a successful gambling forum you need sponsors. If you do not have casinos, bin- You’ve got a pretty wild-looking avatar. go halls or poker rooms that are willing What’s going on there? What do you think to sponsor contests for your site, you will is going on there? I am a 47-year-old wom- never make the “big” money that other fo- an who is at her peak sexually – need I say rum owners do. more? What do you like about the GPWA? I have Tell us about your three sites and how a LOT to learn still in this business, and they developed. Which one came first? between GPWA and CAP, I was starting Where do I start? Well, when I first entered to feel equal to some of my peers because online gaming it was as a player. I started of their generous nature and time spent Age: 47 noticing that there were places that you explaining things to me. And then some- could go online that offered contests, free thing went wrong at CAP and I started Hometown: Bristol, CT chips and bonuses to some of the casinos I spending all my time here at GPWA and frequented. “The Hiding Place” was the first getting to know everyone better, and I City currently residing in: Bristol one where I became a member at and after just love everyone to death. It’s priceless Favorite food: Anything Italian awhile I was offered a “moderator” posi- the knowledge that comes out of this site; tion, and that led to other sites and other there are a few members here that I swear One book everyone must read: moderator jobs. are at a genius level! Coming to sites like The Stand, by Stephen King GPWA helps you find your area of exper- Then one day I was running a contest for a tise and guides you to your future with Sites: gambling forum with “Casino Grand Bay,” friendly people and support from all over Triple777s Gambling Forum where the manager at the time was Mark the world. It’s awesome! Gamblingaffiliateplace.com Woods. With his help and guidance I start- ed Triple777s, and that was seven years ago. You have two sons, one of whom is in Iraq. Then I started my first “portal,” Triple777s Is he back home yet? He is back Stateside! complete if there are not animals includ- Casino Gambling Guide. Then BB1 came That has been one of the hardest times in ed, all animals – except spiders! into my life. He and a silent partner start- my life, watching my youngest go to Iraq ed up the Gambling Affiliate Place and he “TWICE”… I couldn’t breathe the whole You’ve mentioned you’re a big gadget asked me if I wanted to work with him, and time he was gone. When I would talk with person. Besides air-conditioning, what’s it’s the best thing I have done! him on the phone he would tell me, “It’s your favorite gadget? Hahahaha, now not that bad, the people are nice, and they if this isn’t a loaded question, I don’t What were you doing before you became don’t hate us as much as reported.” But you know what is! Are you trying to get me in an online gambling affiliate? Before I know they are in danger – he just didn’t trouble? Lol My favorite gadgets, umm. entered this business I was a “Soft Lines want to worry me. On a funny and ironic Well, if they made a generator-powered Manager” for Ames (a department store), note, my son is in the Air Force, and guess “French tickler” that would be on the and I would probably still be with them where he is stationed? LAS VEGAS, BABY! top of my list! Lol Cell phone, CP, DVD if they didn’t go bankrupt. Before that I Can you believe the irony? And better yet, I player, CD player, digital camera, Magic worked with truck drivers! Now that is a have never been to Vegas! Bullet kitchen gadget, telescope…. whole other story! I traveled all over the U.S.A. driving a “flag car” for “oversized If you left online gaming today and you Finally, please tell us three things that no- load trucks” that were transporting could be doing anything you wanted to body knows about you. “Modular Homes.” It was a great job for do, what would it be? I think everyone 1) I play the clarinet and saxophone. a single mom with two small children. who knows me at GPWA can answer this 2)I love to draw. I didn’t need a babysitter or daycare, one for me! I would open up my own ani- 3)I secretly would love to do some stand-up and they traveled with me until they hit mal rescue foundation. I plan on doing comedy! school age. It was cash paid daily, and the this in the future, some kind of animal trips were fantastic! And that’s where my rescue, rehabilitation, etc. My life is not
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By Andrew Mueller
s many are aware, a new affiliate payment application has surfaced at AffiliateGuardDog.com, A GPWA.org and PokerAffiliateListings.com. This application is a client-server tool that gives affiliates the ability to track payments made by programs they promote. But – there is much more to this application than meets the eye.
Why use the payments calendar?
While tracking your own payments is an excellent reason to use the calendar, it is not the only reason. Here are some others:
1. Anonymous payment tracking
The payments calendar does NOT store your username nor does it have the abil- ity to “unhash” the payment to determine WHO made that payment. It is an anony- mous system and will always stay that way. It does NOT track your payment amount, only that you have been paid.
The payments calendar allows easy drag and drop of payments! It’s as easy as:
a) Pick your payment method – Use the “Search Payment Method” searchbox to filter the payment method list or just add your own payment method if it’s not on the list! b) Pick your affiliate program – Use the “Search Programs” searchbox to filter the affiliate programs from the list (just like Google Suggest)! c) Drag the affiliate program to the date on which they paid. DONE!
You can hover over any specific day of the month to see which affiliate programs paid on that day. Hovering brings up a list of ALL programs that paid, not just the programs that paid you.
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2. See your payment history track payments and determine which typically made to affiliates as well as the affiliate programs are paying on time earliest and latest dates you can expect If you want a quick-view into when you and which are not (by payment method). payments to hit your account. were paid by affiliate programs, it’s easy. Using the calendar now becomes helpful Just look at the calendar month by month to the entire industry; the more affiliates Payments this month – The payments on or use the AGD calendar template and that make use of it, the better the statistics the right side show which payments have view the “My Affiliate Programs” section! become. been made in the current month, if any. Here you can see that Rewards Affiliates The dates highlighted are the dates you Payment summary – The left side shows has already paid on July 6th with Neteller were paid by the affiliate program. This the payment summary by payment meth- and QuickTender and on the 7th with 12-month view into your payments has od. It is easy to see when payments are Payspark! many purposes, including:
• Non-payment tracking – It’s easy to see which programs haven’t paid in a while. With the “birds-eye view,” you can now go check stats to determine if you are owed.
• Redoubling efforts – Haven’t been paid in a couple months? Better check trackers, links and bonuses to be sure you are up to date on promotions!
• Non-conversion – Are you trying like heck to convert a program that just isn’t converting? If it’s been awhile and nothing is working, you might want to put another casino in its place to see if the change makes a difference.
3. Benefits all affiliates
All payments are stored in a centralized datastore. The benefit of this is the ability to
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How does this benefit me, as an affiliate?
The payments calendar benefits me every day (seriously). The largest benefit is in the “Most Recent Affiliate Payments” and “My Payment Alerts.” With those two features, I know when I should be paid by an affiliate program I promote. I don’t have to worry about tracking them down daily, hoping a payment will be made.
When I am looking to promote an af- filiate program, I check payment track- ing. If their payments are generally “on time,” then I will promote them. If they range from the first of the month to the end of the month, I typically will not promote them. It’s not worth my time tracking down payments on a monthly basis.
The bottom line?
Use the payments calendar! It is a real benefit to all affiliates. The more statis- tics in the datastore, the more precise the information becomes and the more useful it is to affiliates. Track your pay- ments now and make sure you don’t go 6+ months without payment (I’ve done that many times, but no longer). Most recent affiliate payments – This list It is easy to see from the payment alerts is of the last “x” number of affiliate pay- that this affiliate is promoting 400 Affili- ments that have been made. It is a quick- ates, Pantasia Affiliates and Simon Says list you can use to find out if you should Affiliates – BUT has not yet been paid. have been paid. This list is the most- Time to check for payments! viewed of the statistics from the Payments Calendar. 5. Because it is fun
4. Payment alerting OK, this really isn’t a reason to use the payments calendar, but it does round out If another affiliate has been paid by an af- the ‘reasons why” to a nice set of five. filiate program you promote, you will im- mediately know that you should look in your account/ewallet!
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As a rule, affiliate managers are uncomplicated, outgoing types leading fun, exciting lives in perpetually sunny places that most of us can’t even find on the map. Well, MEET THE we’re delighted to tell you that these four managers defy the stereotype! One still has fond memories of the CB radio craze; another can barely remember AFFILIATE anything that’s happened in the last five years; the female subject wants to run off with John Cusack – only not today’s JC, but the 1989 model; and one guy wants to take Angelina Jolie away on MANAGERS his motocycle. Read on at your own risk! Due to space constraints, we could not print the interviews in their entirety. The complete text will be posted at gpwa.org.
FREDRIK WADSTEIN | Buzzluck
Buzzluck is a 3D casino with tion, expectations have changed. and I think they believed in entertainment – beyond the game Players like to be constantly en- what we were trying to do with – built in. Do you find it easier or gaged via constantly changing Buzzluck in offering players a more difficult to promote a casino social networks like Facebook or new and unique experience, and where the games aren’t the only Twitter, entertained by the ever- they’re seeing it pay off. And as attraction? Easier. Who needs growing YouTube; static just isn’t one affiliate told me, which sums another RTG, Microgaming or enough in the 21st century. Hence, it all up, “I honestly haven’t been any supplier casino? Been there, that’s why we say Buzzluck.com, excited about a new casino in a done that…how’s that going to Never bored. Always changing. while, but this looks great.” attract players? Still, one of the Something different. hurdles we had when launching What differentiates the Buzzluck was getting affiliates onboard Relatively new affiliate programs Affiliate Program from other af- with the idea of something new and casinos often take a while filiate programs? I would say my and innovative and getting them to gain traction with affiliates, eight years of marketing experi- comfortable with promoting because they’re waiting to see ence in the iGaming industry is the casino. They know that the a track record of performance. what differentiates the program “traditional” online casino model How difficult has it been to break from others. My past work ex- works and generates earnings for through into the market? Our perience dealt primarily with them, so to enter unchartered most aggressive measure back acquisition marketing activities territory, it’s understandable that when we launched in February from media planning and buying they had reservations. I think the 2009 was to offer our charter for both online and offline cam- most common reaction from an affiliates a 50 percent flat rev share paigns to implementing e-mail affiliate perspective was for 12 months. That has never programs, and through the years, the concern that our 3D been done before and it definitely it has given me a lot of insight into “Players are lobby and Live Lounge, got us some good publicity, but what works and doesn’t work. becoming bored two core components of we didn’t get a wave of affiliates the Buzzluck experience, registering to take us up on the The Buzzluck Affiliate Program with the same old would distract players offer, which was expected. As you has a Twitter account. How do from depositing and said, affiliates with experience you see Twitter helping you casino games.” playing casino games. in the gaming industry will wait market yourselves – both as a In fact, by offering these until we’ve passed our “growing casino and an affiliate program? core differentiating components, pains” period in order to get How do you see Twitter changing it gives affiliates something to talk a track record of performance the nature of marketing? Twitter, about to their traffic and it gives before joining. our boss always says, is like the players a better overall casino U.S. CB radio fad of the seventies. experience, keeping them engaged But at the same time, our having Apparently ’way back in 1976 and on our site for a longer time. been in the business for years everyone was buying CB radios helped enormously. We know who and had “handles” and chatted Players are becoming bored with to talk to, who the affiliate “trend with each other, usually fairly the same old casino games. With setters” are, and they knew that if inanely, but sometimes with the growth of high-speed/broad- these guys were associated with a useful information, e.g., “There’s band Internet penetration across casino, it wouldn’t be rogue. We a smokey up yonder at I-80 exit the globe and online users’ grow- have our charter affiliates that 19, better slow down.” They even ing appetite for video consump- joined from the very beginning made a movie and had a hit single,
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“Convoy.” Ludicrous to look at it now… it is just as important for them to retain How long have you been in the online but it’s a fad for you. existing traffic as well as always working gambling industry? Why did you decide to generate new traffic to their site. The to enter the field? I’ve been in the industry Twitter as a real-time utility will no doubt important part of retention, above good since October 2001 when I moved to be incorporated into the myriad of ways customer service, lies in “developing” Curaçao from San Francisco. we communicate, but we’re there as an players, which is marketing and selling to avenue for our customers and prospects to them on a one-to-one basis. Treating all By luck, I found a “marketing assistant” job contact us. They want to tweet us, or IM, players the same, more or less, is so pre- in Curaçao working for VIP Sports. There, or e-mail, or Skype, or whatever… we’re Buzzluck. using my graphic design skills combined there. But it definitely doesn’t work as a with my Internet knowledge, I was able to new acquisition tool. Most of the affiliate managers we talk work my way up through that organization to say building trust with their affiliates and move on to other, more exciting This summer you ran a promotion that is critical to success. How do you go opportunities. Even here at Buzzluck, allowed players to claim a different bonus about building trust with your affiliates? where titles are few and far between, I’m each day. What was the thought process Pay them on time. It’s the leading considered the “acquisition director,” not behind creating that promotion? This has indicator, after all. But I usually have a just the affiliate manager. Whatever tools been a great promotion and reflects our communication channel open all the time I choose to use to get players falls to me. core values of “Never Bored.” How can you and I try to check my laptop every hour Of course, coming from the affiliate world, be bored when there’s a new promotion to see if I get an e-mail or a chat from an that’s been my first, and best, choice. every day? It really applies traditional affiliate because I know the importance casino thinking, the old “Give ’em bonuses of being responsive and staying on top If you wish you’d known one thing about and they will come,” and skews Buzzluck- of them. Being straight with their players the industry before you entered it, what style into something new and fun and is another must — not communicating would it be? We (the online gambling different and exciting. through forums or other areas should be industry) are really looked at as the scum a death sentence (although I see plenty of of the online industry, no matter what we What’s more difficult, attracting players guys not out there and still doing all right. do, or how we try to innovate. I think even or retaining them? And why? Attracting We’ll give it some time). porn sites get more respect as they are at players is definitely more difficult in this the cutting edge of content delivery and industry as casino players have a huge We look to our affiliate partners, as well as payment processing. selection of online casinos to choose from players, for input and guidance. And when offering very aggressive bonuses. So it they see their suggestions taken and used We’ve been painted with the same brush becomes a function of differentiation, — our first free chip promo came directly ever since 1998 when the spam campaigns which we have loads of, and ad spend. from an affiliate — they know they’re being and endless pop-ups under Kazaa annoyed 888.com is proof positive of this: millions listened to. Web 2.0, the new generation of prospects — another poor legacy of the spent monthly on boring campaigns for a the Web, is more about participation and early casinos. With Buzzluck, we’re trying weak Web site with standard games, yet contribution than anything. In the new to create a bigger experience, and use Web they’ve generated 25 million signups over Web, you’re part of something bigger. 2.0 tools and techniques to communicate the past 11 years So why do they only have Keeping a straight player-affiliate-casino about it. 75,000 playing per quarter? The effort to model is keeping your head in the sand. retain players is way more expensive than If you could change one thing about the acquisition. An acquisition, you can blow Besides trust, what are the keys to building online gaming industry, what would it wads of money and get the name out there; successful relationships between affiliates be? Aside from its reputation, the biggest retention, in 2009, means really getting to and affiliate programs? I think the main weakness is that it has become a commod- know each and every player so you can do key besides trust is being pro-active: itized market in which most operators, re- what’s right for him or her. gardless of vertical, compete on bonuses • Working with affiliates on a daily/ alone to acquire new players. Nothing Tellingly, Buzzluck.com’s redeposit to ini- weekly basis and keeping them informed, else differentiates the brands and so what tial deposit ratio is over 3.5:1; that means whether it is new promotions, new all of us at eGaming 2.0 want to see hap- once we’ve got the initial trial deposit from payment options or anything else, they pen in this industry is more innovation. a player, and our “player development” need to be kept in the loop. That is what Buzzluck.com is all about. process kicks in, we can expect to see an- • Being proactive with new marketing other three from that player. And that’s tools to help affiliates drive more traffic to If you could have dinner with three other based on only four months of operation. the casino as well as keep content on their people, living or dead, who would they be We think it’s a key metric that not many site “fresh.” and why? They’d be more dinner parties, I other casinos are talking about. • Being proactive in keeping an eye on guess, as it’d be 1) my family: wife, kid, in- the performance of affiliates and letting laws, my parents, 2) Wachowski brothers: How can affiliates help in retaining them know if conversions are dropping Matrix did to the film industry what Buz- players? In my opinion, affiliates that or increasing, and working off of that zluck is trying to do to the online casino have active forums or incorporate various information to improve. industry and 3) Steve Wynn, as he is the social media aspects that allow their man that revitalized Vegas. visitors/users to engage and interact with each other will build a loyal following as
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MATTHEW GLAZIER | bet365
You have been chiefly responsible people signing up from outside of outs. Our affiliates also recognize for the bet365 affiliate program the United Kingdom. The concept that bet365 customer lifetime since 2004. What changes have of affiliate marketing is still in a values are particularly high, you seen in the industry in the relatively fledgling state in many something which enables us to past five years? It’s hard to accu- parts of the world, although we have long-standing relationships, rately recall everything that has might expect that to change as which in turn strengthens trust. happened in the last five years! betting, gaming and search en- Ultimately, affiliates are happy Ever since I joined bet365, the gines become more popular. when they feel that a program is company has put a tremendous rewarding them for their efforts amount of emphasis on growing Most of the affiliate managers we and is likely to continue doing so the affiliate side of the business, talk to say building trust with their in the long run. to the extent where we’ve built a affiliates is critical to success. How new system up from scratch and do you go about building trust What separates bet365 Affiliates are always adding new function- with your affiliates? It certainly from other affiliate programs? ality to ensure we deliver a first- helps when you have strong core Existing affiliates of ours will class service to our many part- products for your affiliates to pro- gladly explain why they put ners. Speaking more generally, mote. The sportsbook at bet365 is bet365 as number one on their Google’s decision to lift gambling acknowledged as being one of the Web sites, while any- ad restrictions in the U.K. last Oc- best out there, while our gaming one who hasn’t yet tober has seen an enormous swell offering is also pretty special. As signed up should go of traffic coming through from af- our many affiliates will already right ahead and expe- “The concept of filiates. know, the one-wallet solution we rience the many plus affiliate marketing provide for customers enables points of affiliating You have also worked at Betfair them to transfer money between themselves with the is still in a and Sporting Index. What did you different product balances with a brand. Results say learn from those two companies minimum of fuss. more to these guys relatively fledgling that you have brought to bet365? than I could possibly state in many A strong work ethic always helps, Naturally, we like to communi- put into words. and it was great to work alongside cate with our affiliate partners parts of the world, and learn from some talented in- on a regular basis, whether it’s bet365 offers a num- dividuals at both companies. By through a monthly product news- ber of different verti- although we might a quirk of fate, working for a bet- letter, a telephone conversation or cals, including bingo, expect that to ting exchange and a spread betting a one-to-one meeting. The bet365 poker, sports, games firm provided an excellent ground- brand is widely respected in the and a casino. Which change as betting, ing for my career in the betting in- industry and the feedback we is the most popular? dustry. I actually began my time in have from our affiliate partners Which vertical do you gaming and search the industry by helping to grow the is positive to the extent where we see with the most po- engines become Sporting Odds affiliate program, feel we’re doing a good job. We tential? How do your before that particular company have dedicated affiliate manag- typical demographics more popular.” was sold to SportingBet. Several ers for each of the bet365 prod- differ between verti- of the affiliates I recruited back in ucts, which means that someone cals? Our sportsbook 2001 are now on board at bet365, keen to push sportsbook, casino, has the biggest number of active so it’s nice to be maintaining long- poker, games and bingo can speak customers, although that’s hardly standing relationships with those with someone who has specialized surprising when you consider it’s guys. knowledge. the longest established product and what most people associate Where do you see the industry in Besides trust, what are the keys to bet365 with right now. We’re see- five years? An impossible ques- building successful relationships ing decent growth across all prod- tion; forecasting where we’ll be between affiliates and affiliate ucts, with bingo being the latest in five months’ time is difficult programs? It can broadly be divid- to be added to the bet365 portfo- enough! I would expect the indus- ed into two categories. You need lio. Relatively speaking, this is the try to become more globalized, to have a strong product offer- one that is likely to grow quickest especially in regions such as East- ing and a solid affiliate program. of all in the short-term, while it’s ern Europe and Southeast Asia. Without these, it simply wouldn’t obvious that this is the product Our affiliate program is available work. For both, you also need a where our typical demographic is in 14 different languages at the fast, user-friendly Web site, sound markedly different. moment, with more and more customer service and speedy pay-
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TANYA LITTLEFIELD | Everest Affiliates
How long have you been in the promotions to the affiliates. With World Series of Poker Main Event online gambling industry? Why numerous account managers cashed in the event, Everest Poker did you decide to enter the field? across all markets, our managers would match all the prize money I started working with Everest are very accessible to all affiliates, up to $1 million to be distributed Affiliates in October of last year, making Everest Affiliates really among all qualifiers. Well, Antoine so I’m still relatively fresh in stand out from other brands. Saout did it! The Frenchman the industry. I was looking for reached the final table to earn a job which would allow me Additionally, the Everest brand is the bonus for his fellow Everest more creative freedom, regular incredibly strong in Europe, and to players. How did Saout qualify? interaction with all different that end our affiliates are support- And how much will each player types of people and a great work ed by brand recognition as well as receive thanks to Saout? It’s been environment. Working at Everest localized promotions. Additional incredible! You can imagine how and in online gaming was a mass-media campaigns across much support he had with all the natural fit. Europe, combined with continu- other players, which was part of ous PR initiatives executed by the aim – to create a real spirit Over the past year, I have had local on-site market representa- between our qualifiers. For the the opportunity to work with tives, further leverage our brand last three days of the Main Event hundreds of affiliates and ensure high conversion rates I think I was refreshing the chip from different back- and player value. Events such as counts and live blogs every five grounds, time zones EPEC (Everest Poker European minutes. “Getting involved and languages. The Cup), the Spanish Poker Tour, nature of the industry Hungarian Freeroll Champion- Antoine qualified through our in the forums, requires you to jump ship and All Polish Poker Open WSOP Sit & Go Steps at Everest showing a little all-in from the first offer our affiliates strong localized Poker. Fifty-one Everest Poker day, so the experience live events to further excite and Main Event players were able personality I’ve gained makes me grow their player base. to cash in on Antoine’s success, feel like I’ve been with splitting the $1 million prize pool, through Twitter Everest much longer. With a global focus, what kind of so they will each walk away with and taking the hours do you keep? How do you an additional $19,607 in their What separates Everest make sure you’re accessible to pockets. time to know more Affiliates from other af- affiliates during their working filiate programs? Ever- hours? I still keep pretty standard The $1 million match promotion about the affiliates est Affiliates is unique hours despite the time difference. was one of several Everest Poker rather than just the for a number of rea- The time difference of 5 or 6 promotions at the WSOP this year. sons, but what stands hours to Europe doesn’t seem Everest Poker qualifiers were privy details of their site out the most is our lo- too great. There are still plenty to an assortment of VIP services calized approach. As of working hours that overlap in such as access to the Everest Poker are all extremely a European-focused each business day. Most affiliates lounge at the Rio, our Penthouse important.” operator, our affiliates don’t keep your standard 9-to-5 at Caesar’s Palace and our Fouth come from dozens of working days, so generally our of July party at Pure. We also gave language markets, hours overlap more often than players extra money to bring a and we have catered our program one would think. friend along for support in Vegas. to best serve their needs. In addi- Our aim is for Everest Poker tion to software translated into 15 Twitter has helped me stay acces- qualifiers to leave Vegas not only languages, our affiliate portal of- sible over the weekends and late with extra money in their pockets, fers content and support in each night. For example, I may get a but amazing memories of their language as well. Direct Message from an affiliate once-in-a-lifetime experience. on a Sunday evening U.K. time Most importantly, each affiliate is needing help with troubleshoot- Localization is a critical compo- assigned an affiliate manager who ing. The message goes straight to nent of Everest Affiliates. How do knows their market inside and out. my phone so I’m able to help them you work with affiliates to ensure Our affiliate managers come from work out their issue right away, they have localized content and around the world and are native even in the middle of the night. information? Like I mentioned to their market. Each manager is before, localization is focused on able to tailor his or her expertise This year you ran a promotion primarily through our diverse by market and offer advice, where if certain players who affiliate team. We have affiliate customized content and localized qualified on Everest Poker for the managers who are not only na-
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TANYA LITTLEFIELD | Everest Affiliates
tive speakers in all our markets, but come from the countries they are representing. To that end, they know the culture and details of their markets to the fullest ex- tent, and it is their expertise that really provides that localized feel.
Localization also comes from our in-depth knowledge of our affiliates. We learn as much as possible about our affiliates - how they promote, what works best for their players, where their traffic comes from and more. That combined with an award-winning affiliate team lends to our unique and customized approach to each of our affiliates.
You also have your own Twitter account. How has this helped you market Everest Affiliates? I’m a bit of a Twitter addict. I started my account (@tanyatweet) specifically to reach out to affiliates and get more personally involved. Twitter has helped me direct attention to our newest promotions and news, as well as get our affiliates more involved in the discussion. is critical to success. How do you go history dork and I’ve probably read about building trust with your affiliates? about Socrates a million and a half times. Recently, we created a whole new account, We are looking for a strong long-term I would love to get in a debate with the @EverestAff, that is specifically geared relationship with all of our affiliates, so greatest (and most annoying) debater of toward the latest news most pertinent trust is absolutely crucial to achieving all time. We’re both talkers, so I think it to our affiliates. @EverestAff is a way this. Trust is built through a number of would be pretty interesting. we can reach out and update our affiliate channels, and it is the combination of all base on new promotions, changes or of them that makes a solid relationship I would also love to sit down with my opportunities going on at Everest without between my affiliates and me. Most grandfather on my mother’s side. I never the wait for the next newsletter or email important, in my opinion, is transparency. got the opportunity to meet him, and from update to go out. Twitter has been an Affiliates are looking for an honest and all the stories I’ve heard over the years, he excellent resource to give updates and open relationship, and transparency is seems to be a really interesting guy. news in real time across the globe. critical to that end. Finally, John Cusack circa 1989. I have In general, we try to incorporate as many Trust, in my opinion, is also based on what a minor obsession with the movie “Say social media initiatives for our players you know about not only the program, but Anything.” I’m pretty sure every girl who and partners as possible. One of them your affiliate manager. The combination grew up in the ’80s and ’90s can agree was for the WSOP, where we created the of e-mails, forum discussion, Twitter and with me on this one. Web site www.evpwsop.com, where all affiliate conferences altogether create a comments made with #evpwsop would personality and a relationship that allow What are three things that no one knows be viewed on the site and on the Everest for trust to develop. about you? I’m a fairly open book, so I Lounge big screen during the WSOP. doubt there is anything that at least one Players, Everest employees and affiliates Getting involved in the forums, showing person doesn’t know about me. Three on Twitter participated. Twitter has a little personality through Twitter and things that most people probably don’t changed the dynamic to create a real- taking the time to know more about the know about me might be: time conversation, and I think affiliates affiliates rather than just the details of 1. I wake up to chug orange juice and account managers are realizing that. their site are all extremely important. religiously at 2 a.m. I highly advise everyone to sign on and 2. My middle name is Herrick. begin tweeting. If you could have dinner with three other 3. I openly yell at the computer screen people, living or dead, who would they while playing poker online. Most of the affiliate managers we talk be and why? First I would have to say to say building trust with their affiliates Socrates. I’m a pretty big philosophy
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NICOLAS JOHNSON | Regal Affiliates
How long have you been in the on- sure its ongoing success. This pay- the company, yet ignore affiliates line gambling industry? Why did ment method has to be requested of who are requesting assistance in you decide to enter the field? I’ve your affiliate manager, and while I a forum. We want to be there for been in the online gambling in- can’t give exact figures as to how the iGaming affiliate community, dustry since 2001-2002, so it has many people have requested this whether they are one of our affili- been at least seven years. I didn’t method, it is safe to say that it ates or not. so much find the industry as the has sparked some interest in an industry found me. Being a geek industry that seems jaded to vir- Besides trust, what are the keys with some HTML/CSS knowledge tually all the business models that to building successful relation- but no experience, I was hired as can be applied. ships between affiliates and af- an SEO apprentice, and have en- filiate programs? Communication joyed not only personally growing Why did Regal Affiliates join the and working together in an hon- in the industry but also watching GPWA? We joined the GPWA be- est and open fashion to maximize the industry evolve. cause we want to be close to our traffic profitability. Again, this is affiliates. The forum and commu- only valuable if done on a consis- What does it mean that Vegas Regal nity that the GPWA represents not tent basis. Casino is one of the first online casi- only allow us to enjoy a wonderful nos owned by share- medium of communication, but If you wish you’d known one thing holders? What’s the his- also provide us with a spotlight about the industry before you en- tory behind the casino? for affiliates who didn’t know of tered it, what would it be? I wish “We believe that Well, we understand our offerings to become familiar I’d known how much this indus- that all companies, and eventually profit from a rela- try was going to grow, and keep giving employees, whether public or pri- tionship with Regal Affiliates. growing. I remember back when affiliates and vate, have sharehold- PayPal pulled out of the market. ers. But what makes Vegas Regal Casino is also fairly People thought the industry was customers the Vegas Regal Casino new. How do you market yourself going to come to an end. I actu- different in this aspect against much more established ally believed that the legislative option to own from everyone else is online casinos? What distinguish- challenges were insurmountable. a part of our the fact that we are the es your affiliate program from I now know otherwise, but not first private iGaming other affiliate programs? Our having known this earlier made business will company launch to have casino was designed with input my involvement in the industry a share offering open to from affiliates, players and indus- less passionate than it is today. I ensure we receive the wordwide public. try veterans. This has allowed us remember missing out on some stronger input and We are the first online to first and foremost provide our good domains I could have regis- casino to be funded and affiliates with an offering that con- tered as well as some good oppor- direction from the launched by players and verts at dramatically high rates. tunities I passed up on. affiliates. right sources, since And while we understand that If you could have dinner with three people who have You also offer a unique high conversions and player value other people, living or dead, who commission payment are of utmost importance to an af- would they be and why? Number a vested interest option which allows filiate’s bottom line, we have also one would be Thomas Jefferson, affiliates to invest their chosen to complement this with because I consider his political in our company earnings to own a piece personalized service. This choice ideas inspirational. Two would be will do more to of the casino. How does is reflected in our two affiliate Warren Buffett, because not only that work? Here at Ve- managers. do I admire his financial prowess ensure its ongoing gas Regal Casino we but I also admire his humbleness believe that giving em- You have made posts not only on in spite of his amazing success. success.” ployees, affiliates and the GPWA forums but also at AGD. And the last one would be Ange- customers the option How important is it to remain lina Jolie because I have a crush to own a part of our active on these forums? We con- on her. business will not only create added sider it very important. As I stat- benefit to the people who make us ed in my last reply, personalized who we are, but it will also ensure service is one of our objectives. we receive stronger input and direc- So many times companies set tion from the right sources, since aside large budgets for advertis- people who have a vested interest ing to affiliates in places affiliates in our company will do more to en- aren’t interested in hearing from
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Affiliate Manager Interview Series Affiliate Manager Interview Series :: GPWATimes 80
by J. Todd, WALL Executive Director, APCW
here’s never any shortage of OF candidates for the APCW Wall of Shame. For some reason, people are SHAME T always attacking the industry. But in this issue’s Wall of Shame induction, we decided to focus on one stinky, smelly thorn in the side of the online gambling industry that was eventually returned to online gamblers, we just can’t seem to pull out – namely the U.S. but the moves drove NETeller and several Attorney’s office for the Southern District of other ewallets out of the North American New York (SDNY). That’s right, SDNY – stand market – effectively putting a crimp in the up and take a bow. You’re officially on the list. ability of American players to gamble online.
According to a source close to the SDNY But SDNY wasn’t satisfied with that. Oh no. prosecutions, federal prosecutors, along with This June, it ordered the seizure of about the FBI and IRS, have been investigating the $33 million from two payment processors online gambling industry since 2006. including Account Services. Then it indicted Douglas Rennick on conspiracy charges for The first to feel SDNY’s bite were NETeller bank fraud, money laundering and operating cofounders John LeFebvre and Stephen an illegal gambling business for allegedly Lawrence and NETeller customers. processing payments for online casinos and poker rooms – including PokerStars, Full Tilt In January of 2007, LeFebvre and Lawrence and UltimateBet – with Account Services. were both arrested and charged with laundering billions of dollars of Internet And if SDNY has been investigating online gambling proceeds. Then SDNY froze $55 gambling in the U.S. since 2006, you can bet million of online gamblers’ money from that more charges and indictments are on the Southern District NETeller accounts. Both LeFebvre and way. And that’s why they’re now on the Wall of New York Lawrence reached plea deals, and the money of Shame.
Previous Inductees:
Grand Prive Casino Group Russ Hamilton Steve Beshear Spencer Bachus
Christel Church of Stephen Conroy John Kindt Schaldemose England
GPWATimes :: APCW’s Wall of Shame