Emerging Online Gambling Markets

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4QMJUUIFQSPöUTGPSZPVS STUUXPNPOUIT UIFOFBSOVQUPBNBTTJWFXJUI XXX"óMJBUF&EHFDPN Twitter Myth Dispelled, and How to LETTER FROM 12 Energize Your Tweets for SEO Google’s ranking algorithms are a black box, but THE DIRECTOR Paul Reilly has learned one thing: Google loves Twitter links. hatever the reasons, motives and/or behind- Wthe-scenes machinations, on April 15, less than five years after Congress inflicted the UIGEA upon us, the U.S. government launched another major assault against our industry. 23 U.S. War on Online Poker Vin Narayanan, Aaron Todd and I. Nelson Rose In this issue, our 16th, which is being distributed in turn the April 15 DOJ indictment inside-out and May at the iGaming Super Show in Dublin, we try examine the event that shocked our industry. to make some sense out of the U.S. Department of Justice’s attempt to stop several major poker sites from doing business – not just in the USA, but anywhere in the world! I. Nelson Rose looks at the Cover Story: indictment and sorts out the winners and losers; Searching for the Next Mother Lode Aaron Todd examines the impact on the market; Vin 32 – Emerging Online Gambling Markets

GPWA Narayanan gives us a tweet-by-tweet chronology; Lorien Pilling shares some valuable insights and J. Todd – well, just be sure to see whose hide (or into where the world’s new, untapped online Executive Director: feathers) he’s nailed to the Wall of Shame. gambling markets are most likely to appear. Michael Corfman Marketing Director: In our cover story, Lorien Pilling discusses the factors Andrea Mullaney that will determine the next major markets in our Program Manager: Making the Most from One-Off industry, and shows why the key factor contributing Sporting Events Steven Corfman 50 to growth in any market is the level of broadband Simon Eaton knows how important specific Forum Moderator: Internet penetration. sporting events are in the drive to recruit Anthony Telesca new players and has a few tips on how savvy Membership Manager: Also check out our five affiliate interviews; two affiliates can cash in big time. Nancy Troy affiliate manager interviews; the amazing photos Vin

GPWA Times Magazine Narayanan took in London during ICE and LAC; Paul Reilly’s myth-busting piece on Google ranking ALSO IN THIS ISSUE Managing Editor: algorithms; Simon Eaton’s tips for sportsbook Vin Narayanan affiliates on promoting and profiting from major 16 London Photo Gallery Senior Editor: sporting events; John Wright’s look at eight traffic- Aaron Todd 52 Eight Common Mistakes Affiliates Make Associate Editor: losing mistakes affiliates make; news about the Dan Igo Fairway Charity Golf Open in Ireland; and Gary Beal’s – And How to Fix, by John Wright Copy Chief: explanation of why he views the forex affiliate sector 55 Charity Golf Event Puts “Fun” in Giving Bill Riley as the “next big thing.” Designer: 68 Making the Case for Forex, by Gary Beal George Choi Visit this issue’s Departments for the latest industry

Advertising news, numbers, quotes and upcoming events, along with updated lists of GPWA sponsors and To advertise in the GPWA participants in the GPWA Seal of Approval Program. Times, please e-mail: DEPARTMENTS [email protected] Finally, I want to extend best wishes to Senior Editor 6 Webmaster News Subscriptions Aaron Todd and APCW Executive Director J. Todd (no relation) and their respective families, each of which 10 By the Numbers For a FREE subscription to has just welcomed a beautiful set of twins into their the GPWA Times Magazine, 11 Cartoon Caption Contest visit: gpwatimes.com midst. Congratulations! 35 Event Calendar Sincerely, 38 Affiliate Interview Series 56 Affiliate Manager Interviews 62 GPWA Sponsors Michael A. Corfman GPWA Executive Director 65 GPWA Seals ISSN 1941-9872 72 APCW’s Wall of Shame

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WEBMASTER NEWS

QUOTABLES Germany to regulate online sports betting

“Foreign firms that choose to By Dan Igo just as likely to fail as the outgoing monop- operate in the United States are oly model in Germany,” said bwin.party not free to flout the laws they ermany’s 16 states have agreed to CEO Norbert Teufelberger in a statement. don’t like simply because they Gallow open bidding for seven online can’t bear to be parted from sports betting licenses, but will tax the “A proposed tax rate of 16.67 percent on their profits.” practice at 16.67 percent. the stakes placed in sports betting would – U.S. Attorney Preet Bharara, on the make it impossible to offer a competitive founders of PokerStars, Full Tilt and Under the new regulations, in-game product. Furthermore, excluding poker Absolute Poker sports betting would be banned and li- and casino products from this licensing cense holders would be barred from ad- model will continue to drive consumers “Advised all my clients who vertising on television. The regulations into the black market.” are sponsored by @PokerStars are scheduled to start in 2012, should & @FullTiltpoker to not state premiers sign them into law at a Under these proposals, 16.67 cents of comment today.” meeting on June 9. every dollar wagered by a player will go – Tweet by poker agent Brian directly to the government. And that’s Balsbaugh after “Black Friday” Online casinos and poker rooms will not before the vig. be legal under these initiatives. “One must wonder if just a few Teufelberger is confident these regula- more people may have voiced Europe’s major online sportsbooks criti- tions will be changed by the time they their opinions, made phone cized the proposals and saw their stock are scheduled to be signed into law. calls to members of Congress, prices tumble following the news. Shares contributed to key campaigns, in bwin.party dropped 16 percent while “We trust that these proposals will un- and joined the effort to fight for our rights how much more Betfair’s dropped 3.7 percent. dergo the necessary corrections so that progress might have the new regulations will govern the en- been made.” Bwin.party generates around 23 percent tire German market in a coherent and – WSOP media director Nolan Dalla, of its revenues from Germany. consistent manner in line with EU law,” he said. on the failure to legalize online poker “Implementation of the principles present- in the U.S. ed by the minister-presidents yesterday is “Some people inside the poker industry are delusional when it comes to the likelihood of legislation.” – High-stakes poker player Brandon Adams, to the New York Times

“It is a big shift [in policy], but this is a new government with a more liberal approach.” – Jaap Oosterveer, a spokesman for the Dutch ministry of public safety and justice, on attempts in the Netherlands to legalize online gambling

“The creation of a legal fiction “After much study, we are deeming all wagers to have convinced that the lack of ‘originated’ in Atlantic City regulation of Internet gaming “There’s more to life than being cannot overcome the clear and within the U.S. must change. a United States senator. I never unambiguous language of the We must recognize that this anticipated I would be in public State Constitution.” activity is occurring and that law service for 26 years.” – N.J. Gov. Chris Christie, after vetoing enforcement does not have the – Noted online gambling opponent Jon tools to stop it.” an online gambling bill that passed in Kyl, announcing his plan to retire from – Wynn Resorts CEO Steve Wynn both houses of the state’s legislature the U.S. Senate in 2012

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Governor’s veto kills online gambling legislation in New Jersey

By Vin Narayanan public has expressed concerns regarding the po- ov. Chris Christie vetoed legislation tential ills associated with Gthat would have made New Jersey gambling and has demand- the first American state to license and ed that gambling be closely regulate online gambling. scrutinized and regulated to ensure that it is admin- The legislation, which would have given istered in a fair and legiti- Atlantic City casinos the ability to offer mate manner. This public online gambling to New Jersey residents, sentiment has resulted in passed the State Assembly by a 63-11-3 an established line of court vote and the State Senate by a 35-2 vote. rulings that have consis- tently required direct voter In a message to the Legislature explain- approval for each new form ing his veto, Christie said the online of gambling introduced in gambling bill violated the New Jersey this state.” Gov. Chris Christie Constitution. Sen. Raymond Lesniak, “The State Constitution explicitly re- who sponsored the online quires casino gambling to be restricted gaming legislation, said he would work “I’ve spoken with Senator Lesniak, and to the territorial limits of Atlantic City,” to bring new online gaming legislation to we’re going to put together a bill that ad- Christie wrote. “Senate Bill No. 490 the governor’s desk. dresses these concerns,” Whelan said. seeks to avoid this requirement by deeming all Internet wagers as being placed in “We need to work as quickly as possible “The governor wants it to go to a public Atlantic City, even if the person placing to bring this bill back to the governor’s referendum,” said Joe Brennan, chair- the bet is outside the boundaries of the desk, and position Atlantic City to be- man of the Interactive Media & Gaming city. In my view, the creation of a legal come the Silicon Valley of the high-tech Association, which worked with Lesniak fiction deeming all wagers to have ‘origi- gaming sector,” Lesniak said in a state- on the bill. “We know it would pass based nated’ in Atlantic City cannot overcome ment. “New Jersey can still become the on a referendum. We used the governor’s the clear and unambiguous language of first state in the nation to offer legalized own pollster and found that 63 percent the State Constitution.” Internet wagering, and by leading the would vote for [online gaming].” way, we position the Garden State to reap “Moreover, certain provisions set forth the benefits of getting in on the ground “New Jersey had taken the lead in estab- in this legislation are not consistent with floor of a multi-million dollar market.” lishing itself as the center for Internet my administration’s policy objectives, gambling and the jobs it could have cre- such as the continuation of public subsi- Sen. Jim Whelan also said he was ready ated and the investment it would have dies of horse racing,” Christie added. to work on getting another online gaming drawn could have helped the state,” bill to the governor’s desk this year. Brennan added. “Now it looks like New Christie said he was also worried about Jersey will miss out on the first mover ad- the development of Internet gambling ca- “We want to be the first. We want to get vantage that it was in position to grab.” fes in New Jersey. “Nothing contained in there first,” Whelan told the GPWA. the legislation would prohibit commer- “Certain Nevada-based casinos and cial establishments outside of Atlantic “I would have preferred [Christie] signed offshore operators opposed the bill,” City such as nightclubs, bars, restau- the bill, or secondly a conditional veto. Brennan said. “Maybe it was their lob- rants, cafes and amusement parks from But he has left the door open for a bill in bying [that killed it]. Who knows? offering Internet gambling opportunities the future.” Regardless of what the governor did in order to attract patrons or customers,” today, people are going to bet on the Christie said. “We can address the cyber cafe issue,” Internet. They’re just not going to do it on Whelan added. “The horse racing issue a site licensed by the state of New Jersey. At the end of his veto message, Christie – that was frankly part of getting the I’m not saying I encourage it, but that’s suggested it would take a public votes in the state Legislature. In a per- the reality.” referendum to change his mind about fect world, I’d rather not have that ei- online gambling. ther. But we had to take care of the horse racing industry. We just need to make it “The expansion of gambling has been clearer that this is temporary help for slow and cautious,” Christie wrote. “The the industry.”

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Washington, D.C. becomes first U.S. jurisdiction to regulate online gambling

By Aaron Todd While D.C. residents may be the first in Pappas, however, said that despite “seri- the nation to have an opportunity to play ous challenges” the Campbell/Frank bill oker players in the United States hop- Internet poker on a site regulated by a ju- faces in the Financial Services Committee P ing to see legislation licensing and risdiction within the U.S., Poker Players due to Bachus, the PPA is pursuing oth- regulating their pastime on the Internet Alliance (PPA) Chairman John Pappas er methods of moving a bill through have been on quite a rollercoaster for the doesn’t believe that the model is one that Congress in other committees. past few months. states should be striving for. Meanwhile, legislation that would have Bills that would have regulated intra- “I just don’t think they’ll have the liquid- created a regulatory framework for online state poker in New Jersey, Hawaii, Iowa ity to sustain a desirable online site,” said casinos in New Jersey was vetoed by Gov. and Florida have failed to materialize. Pappas. “I don’t think the lottery model Chris Christie, and legislation to regulate Meanwhile, a half-page provision in will be a very good one for other states to intrastate online poker in Hawaii, Iowa Washington, D.C.’s 2011 budget made try to adopt. Maybe in a small place like and Florida failed to advance through the city the first jurisdiction in the U.S. D.C., the lottery was the most appropriate those states’ respective legislatures. to adopt legislation regulating the online vendor, but overall, having this take the gambling industry. form of another extension of government In Nevada, lawmakers amended what had is probably a bad idea.” been the most radical online poker bill The provision, included on in the nation. The original page 28 of the budget bill, legislation directed the gives the D.C. Lottery and state’s Gaming Commission Charitable Games Control to create regulations for Board the authority to set the online poker industry up “both games of skill and to allow any online and games of chance,” poker room — including and to offer games on the those that currently accept Internet. The games would real-money play from U.S. most likely be provided by customers — to apply for Intralot Interactive, which a license. But subsequent has an existing relation- amendments neutered the ship with the D.C. Lottery. bill, forcing the Gaming Commission to receive “The reason [for the provi- clarification from Congress sion] was for us to help close and the Justice Department the budget gap we have here before granting licenses. in our city,” said Councilman Michael Brown, who intro- “They’ve punted to Congress duced the measure. “I was to act first,” said Pappas. “I trying to figure out how to think Gov. [Brian] Sandoval bring in as much revenue as and the legislature’s deci- possible to limit the impact sion to look for guidance of budget cuts.” from the [federal govern- Pappas did say, however, that having on- ment] is really the right approach. The Brown believes that the site will be up and line poker in Congress’ “backyard” may PPA has always advocated a federal solu- running by the end of this year, though he open some naysayers up to the possibility tion to Internet gaming so we don’t have says the Council isn’t expecting any rev- that the industry could be regulated. That this kind of piecemeal approach to legisla- enue before the site really gets ramped up said, it is unlikely that a bill that would tion on a state-by-state basis.” in 2012. regulate online gambling at the federal level submitted by Reps. John Campbell So it appears that there will be little prog- Congress, which has ultimate authority (R-Calif.) and Barney Frank (D-Mass.) ress in the effort to regulate the industry over Washington, D.C.’s budget and had will receive much attention in this session in the United States outside of the nation’s 30 days to respond, did not eliminate the of Congress, since Spencer Bachus (R- capital until at least 2012, with the excep- online gaming provision, thus allowing it Ala.), the chairman of the House Financial tion of California, where an online poker to become law. Services Committee, is an avowed oppo- bill still has a chance to pass through tra- nent of online gambling. ditional means.

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BY THE NUMBERS

$18 million The amount paid by William Hill to acquire American $129 Wagering, the owner of 72 The cost of a Shanky Leroy’s sports books and Technologies Holdem Poker Bot. kiosks in Nevada. $8.2 billion €170,000 The estimated amount 15,445 wagered on the Super Bowl The amount a person can be this year. Drop in average concurrent fined for breaching an online cash game players on Internet 5 gambling law in Cyprus. poker sites one week after The number of Internet PokerStars and Full Tilt Poker domains seized by the U.S. started blocking American Department of Justice on players. Traffic dropped 24% 67% April 15. at PokerStars, 48% at Full Tilt, The percentage of New and 53% at Ultimate Bet and Jersey residents opposed Absolute Poker, according to to legal online gambling, 76 PokerScout. according to a poll conducted by Fairleigh The approximate number Dickinson University. 7 of bank accounts linked to online poker that were issued The number of events restraining orders by the U.S. planned for this year’s World Department of Justice on April 15. 30.01% Series of Poker Europe. Share of the search market captured by Bing in April, $3 billion according to Computerworld. How much the Department of Justice is seeking from PokerStars, Full Tilt Poker and Absolute Poker following the 250 million indictments on April 15. 7 million The number of users The number of downloads Facebook added in 2010, Firefox 4 had on its first day according to Sysomos. of availability.

$518,402.33 The amount won by an underage player in the fifth- anniversary Sunday Million 30% tournament at PokerStars. 23% $100,000 The increase in the 87% price of shares of Bwin. Jump in business at Churchill Guaranteed first place prize party following the major Downs due to online The percentage of Internet for the “Grand Slam Slots II” indictments against gambling, according to the users who checked personal tournament, which will be PokerStars, Full Tilt and Lexington Herald-Leader. e-mail daily in 2010, held on the Thunderstruck II Absolute Poker. according to Merkle. video slot.

By the Numbers 10 11

CAPTION CONTEST

THIS ISSUE’S cartoon

When you’re in Dublin, taking the Guinness Brewery tour can be a satisfying experience. And it looks like Guinness is definitely good for our GPWA guy. He’s met an attractive young woman who really seems to be into him, and – OMG! – is he blushing? Could this be the beginning of a match made in heaven? Stay tooned. Meanwhile, we need you to tell us what’s going on here. What’s she saying? What’s he thinking? We await your captions.

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

Last issue’s cartoon The Winner is . . .

Beefeater to photographer, “There’s the scoundrel that was running a book on whether Kate would turn up or not.” – Doolally

Congratulations to “Doolally,” who wins a free iGaming Business Directory.

And the runners up . . .

“So the Tower of London Casino is Beefeater to GPWA member: “Listen, It’s predatory? Let’s see you crowing about REAL simple - Just tick the box to accept affiliate rights in the crows cage!” the revised affiliate terms and conditions In our last issue, we asked for a – pokerbanter and the related retro-active changes and caption for the cartoon shown above, I can make ALL of this go away - JUST where our favorite affiliate, in yet “Oh man...I shouldn’t have asked for the TICK THE DAMN BOX!” details on processing fees.” – HodgeyBoy another fine mess, is dangling in a – UltimatePokerBonus cage suspended from the top of the “Look Sire, this is where you claim your Tower of London. GPWA t-shirt...Still want it?” – AE-Martyn

Caption Contest 12 13 Twitter myth dispelled, and how to “Anyone outside of Google who energize your tweets for SEO claims to know precisely how the ranking algorithms work By Paul Reilly is a charlatan and should be efore you read this article, it’s important that I state right now B that the following claims are based on my own observations of regarded as such.” Google’s output based on applied inputs.

Google is indeed a black box; anyone outside of Google who claims to know precisely how the ranking algorithms work is a charlatan and should be regarded as such. Furthermore, the ranking algorithms are subject to change without notice and should be treated as a moving target.

A few months ago, I made a controversial claim on an SEO panel regarding the impact of social media on rankings specifically within Google. I claimed that tweets provide no ranking benefit whatsoever.

This claim was contested, and in the absence of a spare microphone, I was unable to expand on, or further qualify, this claim. So please allow me to restate the claim with a little more detail.

It is my belief that other than the raw link equity gained from a tweet there appears to be no ranking benefit.

Obviously, if there is a link within the tweet, there will be a benefit; in fact, I have every belief that those links carry a great deal of weight for several reasons which I will cover later in this article. However, unlinked brand citations which could be used as a measurement of brand buzz are without question not taken into consideration when Google calculates your ranking.

A bold claim, perhaps. . .

PR disaster or brilliant algorithm test

A few months ago I had the opportunity and privilege to observe a completely unique event, one which led to my forming the belief that unlinked brand citations have zero impact on rankings. This also piqued my interest as to why linked tweets have such a significant impact on rankings.

A PR/link-bait initiative which a member of my team had launched for a major U.K. retail brand went on to become the number-one Tweetmeme tech story, the number-six

Twitter myth dispelled, and how to energize your tweets for SEO 12 13

Here are some of the reasons why I believe that linked tweets have a significant “Anyone outside of Google who ranking benefit.

claims to know precisely how 1. Your Twitter profile becomes more powerful, the more followers you have the ranking algorithms work and the more times you are listed.

is a charlatan and should be 2. Your Twitter name makes up your internal link profile by becoming the regarded as such.” internal anchor text.

3. You can’t specify anchor text and therefore by default link using the non-keyword anchor text, in the form of a URL anchor or a shortened URL Google news story (all categories) and which would be required in order to re- – which makes for a more balanced trended for over 24 hours, not once, but tain any SEO benefit. The influential blog link profile. twice, simultaneously. that broke the story was informed of the now dead link in their blog comments 4. Shortened URLs redirect via This river of juice was then fed by over half and it was removed. Once the cat was powerful domains such as bit.ly in a a million tributary blog citations which ap- entirely out of the bag, the brand refer- way that has the potential to inherit peared before noon the same day of release. ence was unlinked and a follow-on story domain authority. These flowed from multiple continents, spread virally across the web stating that 5. Twitter is engineered for viral into an ocean of PageRank, as if they were the claims of the release were in fact un- proliferation in a single click; one link coming from several delta systems. true. The topic continued to trend until can become many links. the early hours of day three. Sadly, all the All this juice flowed back to the major tech juice remained orphaned. 6. Hash tags not only funnel authority blog that broke the story. This page linked back to your tweet, but also provide to the newswire release and the brand in So here we had managed to accomplish an indication of the theme of the tweet question. So far, so good! I guess you can two things: a global PR disaster involv- through the manipulation of internal imagine the excitement in the office. ing a household U.K. retail name and a link structure. unique opportunity to observe whether Then things started to go wrong. This brand buzz (in isolation) had any impact Not all URL-shortening services utilize release had been intended as a piece on rankings. 301 redirects; some use 302 redirects and of link bait, and through a breakdown even 303 redirects. in the process had not been signed off RESULT: There was absolutely no move- on by the client. The client’s offline PR ment in rankings for either the big-prize Let’s take a lighthearted look at a couple agency had not been informed of the keywords or for that matter any medium- of URL-shortening services which are release. The media had been contacting to long-tail keywords. SEO friendly. the client’s press office regarding this story and no one on the client’s side was CONCLUSION: Brand citations which Bit.ly – probably the most popular aware of the release. Eventually, while do not link to a target page are absolutely shortener, used by many popular Twitter the story was running at its peak, the worthless from an SEO perspective. clients. Bit.ly uses 301 redirection and PR agency made contact and naively carries huge domain authority as well as requested that the story be pulled. This That is by no means to say that Twitter a (.LY) Libyan TLD – the perfect short- was the equivalent to giving the order to links don’t improve rankings; they do. ener for ranking an Arabic oil trading site disarm a nuclear weapon hours after it or for promoting mercenary services and had detonated. weapons ordnance suppliers.

To cut quite a long and embarrassing Why Google loves Twitter Tr.im – another slightly shorter URL story short, the original press release was shortener. It also uses 301 redirects and pulled and replaced with a formal apol- Now that I’ve finally cleared that issue up, so is SEO friendly by design. The TLD, ogy, which to my dismay was posted at I’d like to say that from my own observa- (.IM) Isle of Man, makes this shortener a new URL. The original release now re- tion, tweets have a very rapid but often perfect for giving your “How to acquire turned a 404 error, and try as we might temporary impact on rankings and are U.S. poker players while avoiding the we were unable to get them to redirect therefore the perfect tool for sports book FBI” info-product a boost on the Isle of this to the new, apologetic PR release, affiliates who target sporting events. Man’s default Google index.

Twitter myth dispelled, and how to energize your tweets for SEO 14

All jokes aside, while TLD is known to the hash tag to give Google the clues it influence local indices since it provides a requires to work out which keywords geo factor to a back link, language within to boost the page you’re linking to from the tweet is probably a bigger influence your tweets. across a wide range of Google’s indices. So there’s no real need to pay much attention If you’re hiring microworkers to tweet for to the TLD of your URL shortener. You you, give them a strict but flexible brief should, however, ensure that your chosen which ensures diversity in the tweets, shortening service uses 301 redirection. ensuring that the activity remains natural-looking – remember, spam is spam To check this I would recommend using whether it’s nu skool or old! You’re not Fiddler (fiddler2.com) to test your short- just spamming Google indirectly, you’re ened URLs to see which redirection meth- spamming Twitter now also, so be mind- od is being used. ful of the fact you’ve now got two inde- pendent anti-spam algorithms working against you – and as such you could ar- Energize your tweets gue that you’ve increased your risk exposure by the square of the activity, so use OK, so your shortened URLs are SEO your head! friendly and utilize the correct redirect method. What now? Tweet streams on busy hash tags and pro- files are very short-lived and tweets are The more influential followers you have soon buried, so invest in several power ac- and the more places you are listed, the counts covering the topics you’re interest- more juice will flow to your profile. This ing in promoting either directly by Twitter is simply due to the internal link architec- or indirectly via Google. These power ac- Paul Reilly ture of Twitter. Fortunately for us it’s very counts will enable you to place authority easy to manipulate without much hassle. links which you retain total control over Paul Reilly has worked in Search The act of following to be followed is the and can stay on the page indefinitely. Marketing for over 12 years and method that most people use, and it can be Nobody likes a gob shite! has earned multiple awards and quite effective, although you should remain honors. He is regarded as one of mindful of the daily follow threshold. People who talk a lot and don’t listen are rarely popular at parties. Keep this in the U.K.’s most influential SEOs, Equally you can buy follows or tweets, mind when engaging in these activities: and is the first port of call for which may seem a little spammy, perhaps ask questions, make friends, have fun and almost all iGaming brands. Paul even a little antisocial, but is effective in add value where possible. True social in- is widely known in the iGaming getting juice back to you. One such mar- teraction will give your power accounts and SEO industry for his previous ketplace for this type of spam is micro- genuine value, get you listed by others workers.com, which makes the whole pro- and provide the kind of signals which work in building the world’s most cess of spamming social media beautiful. genuinely power up your accounts, giving effective and technologically them the page authority and relevance to advanced SEO department. If you don’t want to find yourself followed genuinely move rankings. by purely spam accounts or those who re- He is the founder of Media ally have no interest in what you have to say, then why not wait till Friday and buy Remember . . . Skunk Works, a new-generation yourself 10,000 unique follow Fridays all service provider which has built hash tagged with #ff – you’d effectively be Always seek professional advice before its reputation on innovation buying the exposure and not the follow, so hiring an SEO agency or building an in- and optimized methodologies all your new followers would be genuine house team. which dissect the traditional opt-in followers. • Picking a keyword is picking a fight. agency model. He is currently Always hash tag your tweet and force your • Don’t pick a fight unless you’re sure you building a London-based, in- comments in the heart of a relevant com- can win. house dream team. munity; they are more likely to result in follows and/or retweets. If you have any specific questions e-mail me directly at [email protected] or Don’t worry about not being able to post follow me on twitter.com/paulreilly or stalk the desired anchor text. Google loves like me on foursquare.com/user/paulreilly diversity. Instead, utilize the 140 characters, proximity text around the link and

Twitter myth dispelled, and how to energize your tweets for SEO 14

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T J H O V Q U P E B Z B U X X X ( V S V 3 F W F O V F D P N LONDON WORK BY DAY, PLAY BY NIGHT The GPWA descended on London earlier this year for the ICE gaming exhibition and London Affiliate Conference. And fortunately for them, they didn’t get stuck circling a roundabout near Big Ben and Parliament like Clark Griswold. Otherwise, the GPWA’s Vin Narayanan never would have had the chance to take these party and convention photos. Hope you enjoy the pictures.

Masks were popular at Lyceum Media’s Fire and Ice 2011 party in Gilgamesh. Income Access’ Jamie Fortunaso takes in the scene with a friend.

We’re guessing she wants you to know the iGamingSuperShow Two models strike a fierce pose for the camera. Beautiful angels delivering shots The mask can’t hide this beauty. is in Dublin.

The GPWA camera keeps finding beautiful women. J. Todd, Anthony Telesca and Steven Corfman doing the GPWA and APCW proud. Really, the camera just keeps finding them. Gilgamesh’s well-stocked bar was a Income Access’ Jamie Fortunaso takes in the scene with a friend. popular place to hang out!

We’re guessing she wants you to know the iGamingSuperShow The mask can’t hide this beauty. is in Dublin. Xena fans?

J. Todd, Anthony Telesca and Steven Corfman doing the GPWA and APCW proud. Really, the camera just keeps finding them. GPWA member Hermann Strobl knows when it’s time for a good picture. Everyone dressed up for the The iGB Affiliate Awards dinner.

Rewards Affiliate’s Renée Máté hangs out with the Bodog girls and a little person at the London Affiliate Conference.

Michael Corfman celebrates the GPWA and Bryan Bailey, aka CasinoMeister, and Income Access A pair of nattily attired attendees. Casino City winning iGB Affiliate Awards. CEO Nicky Senyard enjoy the show.

Affiliates working hard at LAC.

James Woods (right) from bet365 and Matthew Glazier from BettingPro celebrate their victories.

GPWA member Andy Beach (right) Camilla Sundell (center) and friends at the iGB Affiliate Awards. enjoys a laugh with a friend. The ASOP final table action was fierce. The GPWA’s Steven Corfman attending to business in the GPWA booth.

Everyone dressed up for the The iGB Affiliate Awards dinner. Referback’s Shane Addinall and Rewards Affiliates Yaniv mug for the GPWA camera.

Rewards Affiliate’s Renée Máté hangs out with the Bodog girls and a little person at the London Affiliate Conference.

Bryan Bailey, aka CasinoMeister, and Income Access CEO Nicky Senyard enjoy the show.

Jackpot Capital’s Georg (left) and Julia (middle) join a colleague in the Jackpot Capital booth.

Affiliates working hard at LAC.

James Woods (right) from bet365 and Matthew Glazier from BettingPro celebrate their victories.

GPWA member Andy Beach (right) enjoys a laugh with a friend. The ASOP final table action was fierce. There were always people at the EGO booth in London. Three labels, four products, one YEAH!

bwin, betoto and SAjOO bewinners comprises the bwin, betoto and SAjOO labels Sports betting, Poker, Casino and Games and therefore attracts a target audience of around 20 Our product line-up is certainly something to shout million registered customers in more than 25 countries, about! The strategies and campaigns linked to our XJUIDPOUFOUQSPEVDFEJOMBOHVBHFT"TBOBGmMJBUF line-up are top-notch, too! They are tailor-made, QBSUOFS ZPVOBUVSBMMZQSPmUGSPNUIJTXJEFSBOHJOH both local and global, and promise all bewinners line-up. the very best of success.

Yeah! Why should you say YEAH! to bewinners? Well-known brands such as bwin, betoto and SAjOO are just a few examples. Make the most of the opportunities presented with the extensive Sports betting, Poker, Casino and Games line-up and take advantage of their synergies. SPECIAL REPORT

n mid-April, the U.S. Department of The U.S. goes Justice indicted I 11 people, including the founders of PokerStars, Full Tilt Poker and Absolute Poker, to war on on charges of bank fraud, money laundering, UIGEA violations and illegal gambling offenses. The DOJ also seized five domains and called online poker on the poker rooms to pay $3 billion in damages. PokerStars and Full Tilt – the world’s biggest online poker rooms – immediately withdrew from the U.S. market. As of press time, Americans could still play real-money games on Absolute and UB.com, but couldn’t withdraw or deposit money. Full Tilt and PokerStars had regained their domains in exchange for blocking American play and promising to refund the money of American players. And the poker rooms remained open to the rest of the world.

PokerStars and Full Tilt’s exit from the American market dramatically changed the online poker landscape. For American poker players, this was their nightmare scenario. But for other parts of the online gaming industry, whether these changes are good or not is a matter of perspective. In this special online poker report, the GPWA revisits the day online poker changed, examines the very real impact the indictments have had, provides reaction from a prominent American iGaming attorney and looks to the future — for players and for affiliates. SPECIAL REPORT

Tweet Cred: Vin Narayanan tracks the DOJ indictment story as it unfolds on Twitter

pril 15, 2011, started out as a pretty good day for online poker. A On what is usually thought of as “Tax Day” in the United CasinoCityVin Casino City Vin States (though not this year due to a fluky holiday), there was no Breaking news: DOJ indicts 11 including founders of hint that big trouble was on the way. Instead, poker players were PokerStars, Full Tilt and Absolute Poker. Developing! talking about former World Series of Poker Main Event champs, http://j.mp/i8UdNj (Marketwatch link) winning poker tournaments, regulating online poker and charity poker tournaments. The initial reports were slim on details, and poker players, affiliates and online gaming professionals flooded Twitter and ppapoker PokerPlayersAlliance the forums looking for answers. What has Joe Cada been up to - Find out - Young #poker champ enjoys the easy life http://ow.ly/4BdXB PokerScout1 Poker Scout Real money traffic is currently dropping in a very JasonMercier Jason Mercier uncharacteristic way at PokerStars and Full Tilt Poker Just wanna say thank you so much to all my friends, family, and fans that sweated me on my way to victory yesterday!! #youreawesome Online poker’s most popular forum, Two Plus Two, briefly crashed under the suddenly massive server loads. So did the CasinoCityVin Casino City Vin Poker Players Alliance (PPA) website. The federal path to online poker runs through the Senate. And the Vegas Sun says Ensign will play a role along with Reid. The website of the U.S. Attorney’s Office for the Southern District of New York was functioning, however. And it had posted a press release about its indictment of 11 people linked to Full Tilt Poker, TheGrinder44 Michael Mizrachi PokerStars and Absolute Poker, including the founders of the Playing Nick Toulon $2.15 Head Up Sit Go @FullTiltPoker companies and employees involved in payment processing. Good Luck Nick! #fb

CasinoCityVin Casino City Vin Around 2 p.m. ET in the U.S., word started to spread that the U.S. Attorney’s office for the Southern District of New York Department of Justice was up to something. working with Interpol to arrest the PokerStars, FullTilt and AP chiefs.

Kevmath Kevin Mathers hmm www.ub.com has a doj seizure notice on it CasinoCityVin Casino City Vin Isai Scheinberg, Paul Tate from PokerStars, Raymond Bitar, Nelson Burtnick of Full Tilt, Scott Tom and Brent joesebok joe sebok Beckley of AP named. PDF soon. everything looks fine on our end, as of right now. maybe a redirect? people like to have fun... It was quickly becoming clear that the DOJ had struck a massive WriterJen Jennifer Newell blow against online poker in the United States.

on my computer, took screenshot for UB, stars and tilt are fine In addition to the charges of bank fraud, money laundering, illegal gambling offenses and violating the Unlawful Internet Gambling As poker players (and writers) scrambled to figure out was going Enforcement Act (UIGEA), the DOJ had seized five Internet on, Marketwatch and CNBC broke the news. domains and issued restraining orders against approximately 76 bank accounts in 14 countries. The DOJ was also seeking $3 billion in civil money laundering penalties in addition to the CNBC CNBC forfeiture of funds. Three Largest Internet Poker Companies Charged With Fraud, Illegal Gambling - Pokerstars, Full Tilt Poker, & PokerStars and Full Tilt both stopped taking American play, and like Absolute Poker - Charged Absolute and UB, seizure notices eventually replaced their sites.

Special Report 25

As the initial shock of the indictments wore off, fresh details TexDolly Doyle Brunson began to emerge. The Southern DOJ must not have anything much to do. They just indicted 11 people from Full Tilt, UB and Poker PokerStars founder Isai Scheinberg, who recently completed a Stars. deal with Wynn Resorts to create PokerStarsWynn.com when online poker is licensed and approved in the U.S., was among those indicted. Andy_Bloch Andy Bloch Isn’t seizing a .com domain name (without a trial even) a clear violation of WTO GATT? Haven’t seen GATT or WTO oskargarcia Oskar Garcia mentioned in all this Wynn pulls out of alliance with PokerStars...

GPWA Forum Post by TheCanadianGambler So much for PokerStarsWynn.com. I don’t understand how they figure they can police the world like this. I could see preventing Americans from visiting the sites, but Paul Tate, who allegedly led the PokerStars payment processing seizing the domains so that nobody in the world can go to those department, was indicted as well. Full Tilt founder Raymond sites is ridiculous, and far beyond the reach they should have. Bitar and former processing chief Nelson Burtnick were also named in the indictment, as were Absolute Poker founders Scott I find it very scary that they can get away with doing this, are they Tom and Brent Beckley. Absolute Poker and Ultimate Bet are now now the Internet’s law enforcement? Just because an American owned by Blanca Games. According to the indictment, Burtnick visits a website they don’t like, they can just shut it down? also served as head of the PokerStars payment processing unit I was going to say I’m glad I live in Canada, but apparently that at one time. doesn’t even matter because they can enforce anything they want, anywhere in the world. Full Tilt, which had just recently announced a deal with Fertitta Interactive to create a licensed online poker room -- whenever it became possible -- lost its partnership, too. GamingCounsel Stuart Hoegner UB.com and pokerstars.com domain names have been locked by Verisign pursuant to an order - unclear whether AlexandraBerzon Alexandra Berzon court order of DOJ directive. Fertitta spokeswoman said the partnership with Full Tilt - announced late March - had “expired.” Verisign is the exclusive administrator of .com domains. And it was pointing pokerstars.com, fulltiltpoker.com, absolutepoker.com, The DOJ indicted Ryan Lang, Ira Rubin, Bradley Franzen and ub.com and ultimatebet.com to DOJ and FBI seizure notices. Chad Elie, who operated as intermediaries between the poker companies and payment processors for the poker companies. For PokerStars and Full Tilt, the domains didn’t stay seized for And John Campos, the vice-chairman of the board and part long. The following week, after operating under alternate URLs, owner of SunFirst Bank, was charged for his role in the process. both online poker rooms reached an agreement with the DOJ that allowed them to reclaim their domains in return for withdrawing from the U.S. market and refunding American players their money. CasinoCityVin Casino City Vin The DOJ also said they would make the same deal with Absolute. For those that thought the Feds couldn’t keep up with how poker rooms move money, think again. This indict- As of press time, only PokerStars had begun the process of ment is detailed and thorough. cashing out American players. And Absolute was still exploring its legal options. In a statement issued the day of the indictments, U.S. Attorney “At this time, Absolute Poker’s top priority is, and must be, the Preet Bharara from the Southern District of New York made it refund of balances to its and UB’s U.S. players,” said Absolute clear he believed PokerStars, Full Tilt and Absolute Poker had in a statement acknowledging the DOJ’s public domain deal earned the indictments. offer. “However, given the far-reaching consequences of the U.S. Attorney’s actions for Absolute Poker and for the entire poker “As charged, these defendants concocted an elaborate community, Absolute Poker believes that the responsible course criminal fraud scheme, alternately tricking some U.S. banks of action is to review with its attorneys the relevant court filings and effectively bribing others to assure the continued flow of before taking any action.” billions in illegal gambling profits,” Bharara said. “Moreover, as we allege, in their zeal to circumvent the gambling law, the As of press time, Absolute Poker was using the absolutepoker.eu domain. defendants also engaged in massive money laundering and bank fraud. Foreign firms that choose to operate in the United States are not free to flout the laws they don’t like simply because they CasinoCityVin Casino City Vin can’t bear to be parted from their profits.” Reading through the 52 page indictment now. A clearer picture is emerging about who the defendants are, and what their roles were. Special Report SPECIAL REPORT

The most elaborate scheme to circumvent the UIGEA, which makes it illegal for financial institutions to process unlawful GPWA member LazyRiver: gambling transactions, involved Elie and Campos. On the side note, it is funny to see how fast the vultures are smell- ing the blood. As an European affiliate, I am receiving stream of According to the indictment, Elie and some others approached newsletters from ALL (yes, all) my European partners, who are Campos, who is part-owner of SunFirst Bank, about processing working so hard (including Sunday afternoon...) to remind me how online poker transactions. legit and secure they are, how their EU licences are in line with the law and what an excellent moment it is to promote their poker “While expressing ‘trepidations,’ Campos allegedly agreed offerings to players who “may be experiencing some uncertainties to process gambling transactions in return for a $10 million for the next couple of weeks.” investment in SunFirst by Elie and an associate, which would give them a more than 30% ownership stake in the bank,” They must have had hard time withdrawing from US market in 2006, the indictment reads. “Campos also requested and received a now as I am reading all that I can hear the champagne popping... $20,000 ‘bonus’ for his assistance.

“In an e-mail, one of Elie’s associates boasted that they had Another coping mechanism, especially for players, was a bit of ‘purchased’ SunFirst and that they ‘were looking to purchase’ a gallows humor. ‘grand total of 3 or 4 banks’ to process payments.” taopauly Pauly Campos was arrested in Las Vegas while Elie was arrested in This week was the wrong week to go on the wagon and Utah. Both have pled not guilty. Franzen, who is from Illinois, give up pharmies. turned himself in to the FBI in New York. He has also pled not guilty. All three are out on bail while they await their trials. MicheleLewis Michele Lewis The DOJ says the other defendants are not in the U.S. and that it Dear @WSOP regulated market share now open in DC is working with Interpol to secure their arrests. with minimal competition.

As news of the indictments sank in, the various stages of grief EdogPoker Erick Lindgren kicked in. First came the anger and condemnation. This is all clearly the fault of @RealKidPoker I told him if he ever started beating online poker the world would end. ppapoker PokerPlayersAlliance “Online poker is not a crime and should not be treated TexDolly Doyle Brunson as such.” Now maybe we will see if these online “superstars” can play real poker. Ante up suckers! ppapoker PokerPlayersAlliance Rep Frank “Go after the people responsible for empty NormanChad Norman Chad houses, not full houses, If Obama played online poker, I guarantee you the U.S. Attorney’s Office for the Southern District of New York joerogan Joe Rogan would’ve been shut down. Dear s***** government, thanks for arresting people for internet poker while doing f*** all to the criminal bankers who stole billions. Of course, some had a greater sense of irony than others.

Erik_Seidel Erik Seidel Then came the acceptance, particularly from affiliates. Just got back from a camping trip...so peaceful. Anyone else having trouble logging in? GPWA member UltimatePokerBonus: Just when things seem to be looking up - this happens. Playing at UB as we speak fine. While this really stinks, Tilt and Stars were pretty dumb in some of their marketing efforts. Why are you advertising on US TV and even hosting shows that you sponsor? Stars Million Dollar Challenge was an idiotic move on their part. You are doing something illegal in the government’s eyes and basically rubbing their face in it by hosting this show. Respect your adversary and don’t piss them off!

Special Report 27

The aftermath: Victory Poker leaves U.S. while others jockey for position

By Aaron Todd “I don’t have XYZ shell companies or stopped those talks and looks to be stay- shady processing,” said Fleyshman, ing with Cake for now. he fallout from April’s indictment of referring to the bank fraud and money T the owners of the three largest online laundering charges facing the big three In addition to Cake Network sites, Merge poker rooms that accepted U.S. players online poker rooms. “Victory is a poker and Yahatay Network sites as well as continues as poker rooms across the in- skin on a network, so we have no ac- Bodog continue to accept U.S. players. dustry are surveying the new landscape, cess to merchant accounts, credit card evaluating their own policies regarding processing, wire transfers, etc. The sec- Meanwhile, sites that have not allowed American players and jockeying for posi- ond I heard that the government was U.S. players since the UIGEA passed in tion for new players. crushing the top three, I blocked U.S. October 2006 are rolling out promotions players for Victory even though none in an effort to take advantage of the weak- Two of the companies named in the ened position of former market gi- indictment — PokerStars and Full ants PokerStars and Full Tilt. Tilt Poker — have shut down their U.S. operations. The third, Absolute Party Poker’s home page now Poker, was still allowing U.S. play- boasts a large graphic reading ers with existing balances to play “Prompt Payments Guaranteed” in real-money games as of press time, what could be considered a jab at but was not allowing new American the two online sites being unable to players to sign up or existing players pay American players, and having to make deposits or withdrawals. some temporary issues with pay- outs to players in other jurisdictions Victory Poker CEO Dan Fleyshman, as well. who was not named in the indictment, announced that his site is Titan Poker’s lead promotion, mean- voluntarily leaving the U.S. mar- while, asks players, “Recent changes ket, and all of the site’s American on Stars and Tilt got you on edge?” players will be migrated to Cake The site has doubled its deposit bonus Poker. Fleyshman said one-third of to 200 percent up to $1,000, is offer- Victory’s players were Americans. ing $1,000 first depositor freerolls, four $5,000 freerolls for all deposit- “[Cake has] blocked U.S. players ing players, and is giving away $200 [on Victory Poker] already and in prizes every 100,000th hand. are working on the switch now,” said Fleyshman in an e-mail. Playtech CEO Mor Weizer told the “[Cake Poker] will continue to ac- Financial Times that his iPoker cept U.S. players as a network as network had grown in the wake of long as they like, but I have made April’s indictments. a personal choice not to have Victory Poker CEO Dan Fleyshman Victory continue.” “There is no longer trust in unregu- lated operators,” Weizer told the Fleyshman is one of just a handful newspaper. “There are millions of of identifiable online poker executives of the other skins on the Cake, Merge, non-U.S. players now looking for trusted in the industry. Since his site’s launch Everleaf and Yahatay [networks] did. operators to place bets with.” in February 2010, he has aggressively It’s a personal choice. I don’t want to promoted his brand through online vid- battle with the government; they are eos, advertising and professional player relentless and almighty.” sponsorships. Despite recent actions taken against online poker site owners, Fleyshman had been in talks with the Fleyshman says he is not concerned that CEREUS network about a possible move he may become a target of law enforce- to join what had been the third-largest ment officials. network to allow U.S. players, but has

Special Report SPECIAL REPORT

I. Nelson Rose on Black Friday: DOJ out of bounds

By I. Nelson Rose Black Friday saw widespread panic Winners and losers among players, and the threat of a world- Black Friday wide bank run on online gaming opera- Traffic on the seized sites seems to be tors. By Wednesday, the DOJ appeared down, but PokerStars and Full Tilt are to realize it had considerably overstepped still far and away the market leaders. — a step too far its power, and that it is losing the public- According to some estimates, roughly relations war. 30 percent of PokerStars’ players were American, and half of Full Tilt’s players Can a government be charged with On April 20, Preet Bharara, the U.S. hailed from the U.S. war crimes, if the war is only one of Attorney in Manhattan who had intimidation? seized the domain names, announced that an agreement had been reached The U.S. federal Department of Justice with PokerStars and Full Tilt Poker. isn’t blowing up buses. No one has died. Technically, the .com names remain But while Palestinian terrorists can only seized. But the DOJ will now permit the This is a door the U.S. close down Israeli pizza parlors, the DOJ companies to operate money games out- “ stopped online poker sites from doing side the U.S., which they always had the should never have business anywhere in the world – includ- legal right to do anyway. American playing where poker is 100 percent legal. ers can also go to the .com sites and get opened. The next to their deposits back. On Friday, April 15, 2011, the DOJ seized the step through could .com names of five of the biggest poker sites. Bharara issued the following statement: It is not even clear that online poker is illegal “No individual player accounts were ever be an Islamic coun- in every state and territory of the U.S. But frozen or restrained, and each implicated players in countries like England, where it poker company has at all times been free to try, which outlaws is indisputably legal, also found themselves reimburse any player’s deposited funds.” unable to access their favorite sites. alcohol, seizing the Technically true, but misleading. Exactly This is a door the U.S. should never have how were players supposed to get their worldwide domain opened. The next to step through could be money, when they could not log on to an Islamic country, which outlaws alco- the seized .com sites? Did Bharara tell names of every re- hol, seizing the worldwide domain names the operators they could refund players’ of every retailer and restaurant that ad- deposits, and how they were supposed tailer and restaurant vertises beer or wine. to do that? As of this writing (April 25) the DOJ has not worked out all the de- that advertises beer And the DOJ also effectively froze the mon- tails on what it will allow. (Editor’s note: ey deposited by hundreds of thousands of PokerStars has begun refunding money American players, who had done nothing to American players.) or wine. wrong. There is no federal law against merely playing poker. Half the states do Notice that the announced agreement is have mostly ancient laws on the books only with PokerStars and Full Tilt. Those making it a crime, sometimes, to make a companies have licenses and approvals bet. But in the other half, it is not even a by foreign jurisdictions, including France, Hit as hard have been media outlets crime to bet with an illegal operation. Italy and Alderney, which they want to pro- which depend on poker ads. No reason tect. They also would like someday to re- to spend money ”on PokerStars.net com- This is true of New York, where the DOJ’s turn to the U.S., once the laws are changed. mercials if players can’t be converted legal actions were filed. The criminal indict- Absolute is licensed by the Kahnawake onto PokerStars.com. That is probably ments charged the online operators under Gaming Commission, in the Mohawk the real reason for ESPN canceling so a statute, 18 U.S.C. §1955, which makes it Nation Territory of Kahnawake, just out- many poker TV shows. a federal felony to be a large business in side Montreal, Canada, and has always tak- violation of state anti-gambling laws. The en the position that it does not have to be Traffic on rival sites that continue to take only state laws cited are New York’s Penal overly concerned with the laws of Canada, bets from the U.S. has increased, but not Law 225 and 225.05, which clearly do not the U.S., or any other jurisdiction. So it is spectacularly. Players do have their favor- apply to mere poker players. standing tough. In fact, it is still accepting ites, and don’t necessarily trust the other money players from the U.S. sites. Plus, their money is still tied up.

Special Report 29

Purely European companies, like Playtech, and the not-quite Internet poker sites are also doing well. PurePlay.com, a subscription poker site with free alternative means of entry, based in San Francisco, received $2.8 million in new funding after Black Friday. And Atlantis Internet Group Corporation, which is setting up legal closed-circuit computer-linked poker on Indian land, saw its stock rise 400 percent in the last few days.

Brick-and-mortar cardrooms have seen modest increases in the number of poker players. The first weekend after the online players’ funds are freed up will show whether the crackdown on Internet competition can help save Atlantic City.

In the long run it will probably be land- based operators, like Caesars, and online sites which had already pulled out of the U.S., led by bwin.party and 888, that will be the biggest winners. The indictments reinforce arguments that states should legalize intrastate poker, so that the operators, their computers and payment processors will be physically located in the U.S., the better to be taxed and regulated.

The major obstacle is political. The same forces that allow us to talk about legaliz- ing Internet poker also stand in its way. And will this be the end of Internet poker? There is so much legal gambling in the Revisiting Did Prohibition end drinking? U.S. that allowing one more form is no big deal. But that also means local opera- Prohibition spawned modern organized tors will fight to prevent outsiders from Prohibition crime by outlawing alcoholic beverages. coming in to create new competition. When people want something and it is illegal, organizations will arise to fill Each state will create its own formula for The timing is suspicious. the demand. How much more so when extracting as much money as possible the activity, online poker, is not even without alienating existing local opera- March saw Nevada regulators approving clearly illegal? tors. Atlantic City casino companies have a partnership between Caesars and enough money that there is no reason to 888, and Wynn announcing a joint Every action by the U.S. federal government open New Jersey online gambling to for- venture with PokerStars. Now come the makes it more difficult for it to go after eign bidders. In California there will be at indictments, a $3 billion civil suit and the next operator. The UIGEA, rammed least three licenses: one for a consortium seizures of domain names by the feds. through by the failed politician Bill of the state’s card clubs, the same for its Wynn immediately canceled his plans. Frist, can be seen as an anti-consumer- gaming tribes, and at least one for an out- Players were panicked. protection law, because it scared all of the side operator who can bring $200 million publicly traded gaming companies out of cash up front to the table. Which was, of course, the goal. the U.S. market. Then prosecutors went after payment processors, making it more Nevada casinos may want a federal law to If the allegations are true, the operators difficult for players to find legitimate ways prevent them having to compete against brought this on themselves, by lying to send their money to betting sites. politically powerful local operators in and bribing bank officials. Of course, 50 different states – and 51 counting the the prosecutors have the problem of Now the feds have seized .com domain District of Columbia. But the recent indict- convincing a jury that there is bank names and charged operators with bank ments and stalemates in Congress prove fraud when the “victims” are tricked into fraud. So, gaming sites are switching to that states are where the action is, and is making millions of dollars. .eu and .uk, and cutting off all physical going to be, until after the 2012 election. contact with the U.S. Even the present

Special Report SPECIAL REPORT

American operators can’t be extradited, since the banks made millions without bribed him, when they fight extradition to so what hope is there for the DOJ to paying a penny in fines. New York. bring future foreign operators here to stand trial? But getting a bank to agree to process The operators will never stand trial. The gambling transactions in return for a only U.S. extradition treaty I have found that The Grand Jury has been meeting for $10 million investment is an easier case, covers illegal gambling is with Hong Kong. at least a year. The criminal indictment if true. I can understand approaching Calling it bank fraud won’t work, since the against PokerStars, Full Tilt, Absolute and a small bank – so small that the officer defendants can show their local courts that it their founders was unsealed by the U.S. and part-owner who allegedly arranged is based on gambling. And it is fundamental Attorney for New York on April 15, but bore the deal asked for, and received, only to all extraditions that the activity be illegal a date-stamp of March 10. So why now? $20,000 for his “bonus.” But why would in both countries. No nation will extradite you do this in Utah, of all states? an individual to be tried for the very activity that that nation licenses. There are lots of interesting nuggets in the legal papers. The DOJ claims that There may not even be a settlement. one-third of the billions of dollars players The DOJ accepted $405 million from deposited went to the operators through PartyGaming and one of its founders Prohibition spawned the rake. That number seems high, but if and $100 million from Neteller and true, it explains why everyone wants to its founders. But those companies had “ operate an online poker room, with few already left the U.S. gaming markets. modern organized expenses and no chance of losing to a The DOJ will insist on a guilty plea crime. When people lucky gambler. to something, which might kill the operators’ chances of getting licensed All of the activities cited occurred after when American laws change. And no want something and the passage of the UIGEA. This is a subtle amount of money will buy them the right acknowledgment that operators who left to open up again without a change in the it is illegal, organi- the U.S. in 2006 have nothing to fear. law. So what would these operators get from a settlement, other than not having zations will arise to Even if there was a bribe, the feds are still to be worried about getting arrested going to have to prove that the poker was changing planes? fill the demand. illegal. Since the Wire Act won’t work, prosecutors used 18 U.S.C. 1955, which It will be interesting to watch the fallout. makes it a federal felony if five or more There are a lot of famous American poker people do more than $2,000 in business players and others who are associated a day in violation of state gambling laws. with the indicted operators. They should There is a “thank you” to the Washington be getting their affairs in order. Besides the Caesars and Wynn agreements, State Gambling Commission, indicating the Nevada Assembly” Judiciary Committee that the DOJ is probably going to Meanwhile, in the wake of a DOJ action that recently approved a bill to regulate online piggyback on that state’s 2006 law resembles a raid by Elliot Ness on breweries poker. And the District of Columbia outlawing all Internet gambling. and speakeasies during Prohibition, there actually made it legal. are now wonderful opportunities for new The Washington statute was upheld by operators to fill the vacuum. Unless, of The DOJ has been waging a war of the State Supreme Court. Still, there are course, Americans are actually going to intimidation against Internet gambling problems. State laws are presumed not stop playing poker on the Internet. for years, successfully scaring players, to reach beyond their borders. And even operators, payment processors and if Internet poker is illegal in that state, affiliates into abandoning the American it is quite a leap to seize domain names market. Lacking the two essentials to for the entire country and threaten bank any prosecution – a statute that clearly accounts in places like Panama. makes the activity illegal and a defendant The only state with a law better than physically present in the U.S. – the feds Washington’s is Nevada. But basing this have announced showy legal action attack on Internet poker on Nevada law against easy targets approximately every would create the appearance that it was other year. motivated by the land-based casinos. After all, who are the big winners here? I. Nelson Rose is one of the world’s Online poker is not an easy target, since a leading experts in online gaming law. federal Court of Appeal ruled the Wire Act is We will probably see the first attacks on the He is often called upon to testify as an expert witness or act as a consultant limited to bets on sports events. And tricking indictments from the two defendants who on legal gambling. You can read more financial institutions into processing poker were arrested, the Utah banker and the articles by Rose at rose.casinocitytimes. payments seems a technicality, especially Nevada payment processor who allegedly com and GamblingAndTheLaw.com. This article was reprinted from Gambling and the Law®, © 2011. All rights reserved. Gambling and the Law® is a registered Special Report trademark of Professor I. Nelson Rose, www.GamblingAndTheLaw.com.

Searching for the Next Mother Lode — Emerging Online Gambling Markets

By Lorien Pilling there are still a number of practical fac- mean that good markets are missed. For tors that determine whether or not a re- example, Hong Kong has a population of s the online gambling markets in gion is a viable emerging market. around 7 million people but has a strong key European countries become online betting sector, with both the mo- A increasingly competitive in the A country’s population is often a simple nopoly Hong Kong Jockey Club and the fight to attract and retain customers, op- but useful starting point when assess- gray market. erators are constantly searching for new, ing emerging markets. The assumption untapped markets in which to offer their is that a large population increases the So it is important to look at several fac- services. The advent of the Internet has likelihood that there will be a viable on- tors in combination, and the propen- certainly shrunken the distances involved line gambling market base if 3 to 5 per- sity to gamble is another key issue to in doing business around the world and, cent of the adult population are potential consider. A measure of the propensity in theory, has made virtually every coun- customers. Of course, this is a very sim- to gamble can be gauged from existing try “reachable.” But for online gambling plistic measure and taken on its own can land-based operations. In most markets

Searching for the Next Mother Lode — Emerging Online Gambling Markets 33

around the world, even if gambling is heavily restricted, there is usually some Gross Gaming Yield Per Capita (US$ 2009) form of lottery that can act as a guide. Equally, you can look for evidence of citizens of one country traveling to neighboring countries to satisfy their gambling demands. For example, the border regions of Cambodia are home to large numbers of casinos that cater to gamblers in neighboring Vietnam and Thailand who are denied access to casinos in their own country.

The Global Betting and Gambling Consul- tants (GBGC) mantra regarding gambling is that people can only spend what they have in their pocket. To this end getting a measure on a population’s level of average disposable income is a useful relative guide to the kind of yield per active Source: GBGC Global Gambling Report account you might expect to see.

At an operational level, the ability for Payment Cards Per Capita – European Union customers to make payments online is clearly essential for a successful market. Online gaming is predominantly about the movement of funds between operator and player, which is why governments seeking to prohibit online gambling usually target the financial system rather than the online gambling operators directly.

One measure is to assess the number of payment cards in circulation and to create a relative comparison of cards per capita. In addition to this there is the consumers’ willingness to use online payment methods. This is a more difficult factor to get a handle on; obtaining the relevant information is not always easy in certain parts of the world. Source: GBGC Analysis

Last but not least, the level of Internet there is still substantial growth in the global In October 2009, interest in the Indian penetration is an important factor to con- broadband market. This figure is forecast online gambling market was raised by sider when assessing emerging markets. to reach 8.0 percent midway through 2011 reports that the small state of Sikkim More specifically, broadband Internet and 8.3 percent by the end of 2011. was in the process of issuing licenses penetration is important to take into ac- for online gambling. While there seem count because customers have to be able to have been delays in granting those to access the website if they are to gamble India licenses, interest in the market has online. In emerging markets this does not persisted over the last 18 months. The necessarily have to be domestic Internet If the potential for an emerging market products being considered by poten- access as the Internet café model is often were measured in the number of enqui- tial operators are sports betting on the more usual means of going online. ries that GBGC had received about it, events such as cricket and hockey, and then India would be at the top of the list. politics and skill-based games. In GBGC’s view, broadband Internet pene- The enquiries are both from existing Eu- tration is a key factor in the growth of Inter- ropean firms looking to find a way into India has a large number of Internet us- net gambling in emerging markets. Global India as well as from Indian business- ers, although they are still a small per- penetration of broadband in households men seeking partners to provide the centage of the vast population. There is was 7.6 percent at the end of 2010, showing necessary operational expertise. a high propensity to gamble, which is

Searching for the Next Mother Lode — Emerging Online Gambling Markets 34 35

limited to lotteries and a small amount more accepting of online gambling, and of horserace betting in the legal market. some operators are positioning them- There is already a highly developed un- selves accordingly. Internet penetration derground betting market mainly con- is also among the highest in the region. ducted by telephone and in cash. PokerStars signed a US$600,000 spon- sorship deal in 2009 with River Plate, Ukraine one of the biggest and most emblematic football teams in Latin America. The The ban on gambling in Ukraine has deal enables PokerStars to promote its seen the land-based operators adapt services via the River Plate website and their business model to become more also live via matches in Argentina and in “interactive.” Instead of the old gam- Latin America through the South Ameri- ing machines that are now banned, the can equivalent of the Champions League gaming halls have installed terminals to – “La Copa de Libertadores.” allow players to gamble on sites whose servers are based outside Ukraine’s As GBGC reported in a previous edi- borders. A gambler pays to use the ter- tion of its Interactive Gambling Report minals for Internet access and can load last year, there are now a couple of cable funds onto their account. channels devoted entirely to gambling in Argentina – the Poker Channel and Such a move shows that there is a de- Poker Sports. mand for gambling among the population of 46 million people and that the The Poker Channel launched in June terminal model clearly works in a coun- 2010 and broadcasts the World Series of try where Internet penetration is only Poker, the European Poker Tour and the around 30 percent. The model has been World Poker Tour, among other events. copied from Russia, where a similar situ- When an emerging online Poker Sports went live at around the ation has arisen following its complete same time and its schedule is specifically closure of the gaming market (with the gambling market“ becomes based on poker. The channel covers both exception of the geographically remote an established market ... international and local tournaments. gaming zones). Several of the major poker rooms are ad- governments usually get vertising on the channel, including bwin, 888.net, Full Tilt and Party Poker. Croatia involved, create domestic licensing regulation, Croatia is a country with a small popu- The final analysis lation – 4.4 million people – but with set the taxes too high an extremely competitive retail betting and ruin the model for Of course, despite all the factors listed market catering to gamblers. With over above there is no guaranteed measure 2,000 betting shops in operation, Croa- everyone but the taxman. of what will constitute a viable emerging tia has one of Europe’s highest ratios of market. Along with these external factors betting shops per capita. there is also a role for operators to play in educating gamblers and stimulating Online firms have increased their pres- demand. It may be hard to believe, but a ence in Croatia with advertisements on little over a decade ago there was no great some of the most popular portals as Cro- Argentina tradition for playing poker in the U.K. atians (especially the younger generation) become more accustomed to using There was something” of a false start for One of the frustrations for both opera- the Internet for eCommerce and trusting Argentina as an online gambling market tors and affiliates alike is the point when online payment methods. a few years ago when several European- an emerging online gambling market based operators obtained licenses in the becomes an established market. At this In the first week after the national province of Misiones. The complication point governments usually get involved, lottery’s Internet betting service was arose from the fact that the key city of create domestic licensing regulation, set launched in 2010, the Internet account- Buenos Aires – population 13 million the taxes too high and ruin the model for ed for 20 percent of all of the lottery’s – is governed autonomously and did not everyone but the taxman. sports betting turnover (it also has 482 recognize the online gambling licenses betting shops). issued in other provinces. But there are Lorien is Head of Research for Global Betting and Gaming Consultants, a specialist, international consultancy based signs that Argentina is preparing to be in the Isle of Man.

Searching for the Next Mother Lode — Emerging Online Gambling Markets 34 35

2011-2012 EVENT CALENDAR

MAY 2011 22 June OCTOBER 2011 26-29 January Affiliate Convention Party London Affiliate Conference 3-4 May Los Angeles, California 3-6 October Old Billingsgate Market iGaming North America affiliateconvention.com Global Gaming Expo (G2E) 2011 London, England Spring Conference Las Vegas Sands Expo & londonaffiliateconference.com Monte Carlo Resort & Casino 22 June Convention Center Las Vegas, Nevada Las Vegas, Nevada Women in Gaming Conference igamingnorthamerica.com globalgamingexpo.com & Awards The Jumeirah Carlton Tower 3-4 May London, England 10-12 October EGR Live 2011 gaming-awards.com Monaco iGaming Exchanges Business Design Centre Grimaldi Forum London, England JULY 2011 Monaco egrlive.com igaming-monaco.com 15-18 July 17-19 May CBG Affiliate Weekend November 2011 Global iGaming Summit & Hilton Fallsview Hotel Expo (GIGSE) Niagara Falls, Canada 10-11 November San Francisco, California cbgaffiliateweekend.com US Online Gaming Law 2011 gigse2011.com Las Vegas, Nevada 20-22 July C5-online.com/legal 24 May South African Optimization Fairway Charity Golf Open and Marketing Affiliates 12 November The K Club Golf Resort Conference Finance for Online Gambling Dublin, Ireland Emperors Palace Hotel Casino Grand Hotel fairwaycasino.com/fairway- and Convention Resort Stockholm, Sweden charity-golf-open Johannesburg, South Africa i-gamingforum.com saoma.co.za

24-26 May IGB Espana iGaming Super Show AUGUST 2011 Hotel Hesperia The RDS Dublin Madrid, Spain Dublin, Ireland 21-23 August igbespana.com igamingsupershow.com Affiliate Summit East 2011 Hilton New York JANUARY 2012 JUNE 2011 New York, New York affiliatesummit.com 8-10 January 1-2 June Affiliate Summit West 6th Annual Online Bingo SEPTEMBER 2011 Caesars Palace Las Vegas Summit & Awards Las Vegas, Nevada Victoria Park Plaza 8-11 September affiliatesummit.com London, England Barcelona Affiliate Conference bulletbusiness.com/bingo (BAC) 24-26 January Barcelona, Spain International Casino Exhibition 7-9 June barcelonaaffiliateconference.com (ICE) Global Gaming Expo (G2E) Earls Court Exhibition Center London, England Asia 20- 22 September For full details, visit gpwa/conferences The Venetian Macao European iGaming Congress & icetotallygaming.com Macau, China Expo (EiG) 2011 g2easia.com MIC - Milano Convention Centre 24-26 January Milan, Italy ICE Betting 2011 15 June eigexpo.com Earls Court Exhibition Center mGaming Summit London, England The King’s Fund icetotallygaming.com London, England mgamingsummit.co.uk

2011 Event Calendar NBLFB CSBOEXJTF DIPJDF

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$PNFTFFVTBUUIFJ(BNJOH4VQFS4IPX %VCMJO .BZ 4UBOE" NBLFB CSBOEXJTF DIPJDF

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$PNFTFFVTBUUIFJ(BNJOH4VQFS4IPX %VCMJO .BZ 4UBOE" BRAD LEEB bradmleeb

On the ice and on the Net, AFFILIATE INTERVIEW SERIES he’s at the top of his game

You have the distinction of being Have you had the chance to visit the the GPWA’s only professional hockey Hockey Hall of Fame in Toronto? I did get These player. Tell us about your career on the a chance to go to the Hockey Hall of Fame ice and your future plans. I have been a couple times. It is almost like going to playing hockey since I was six years old, church; it is a cathedral-like place where webmasters and like most kids in Canada I dreamed everyone is in awe of the historical, al- of playing in the NHL. I turned pro at most spiritual contents. The highlight for age 20, and I was fortunate enough me was going into the vault where they are all over to play in the NHL with the Vancou- keep all the original trophies and all the ver Canucks and the Toronto Maple original rings that have been taken off the Leafs. Then I had the opportunity to Stanley Cup as recent winners are added. the place! play in Germany on the same team as Lots of history. my brother Greg, and have been play- New Zealand, France, Cana- ing in Germany’s top league, the DEL, How is hockey in Europe different from da, England – in this issue, five for the past four years. I will be back hockey in North America? There are sub- in Nuremberg playing for the Thomas tle differences in the rules and ice surface. affiliates from four countries Sabo Ice Tigers next season, and when The biggest difference is the quality of the let their hair down and tell I retire I would definitely like to stay refereeing. The referees in Europe are not the GPWA Times Magazine involved with the game. as professional as those in North Ameri- can hockey leagues. The standards and what they really think about What was it like to play in the NHL? Do you accountability simply are not there. our industry and the roles they have any good stories? It was satisfying play in it. to realize a lifelong dream. I was excited, A couple staff members at the GPWA happy and proud but also thankful for the Times Magazine follow hockey pretty support from my family throughout the closely, and we know that money often Meet the GPWA’s one and years. My parents never got to see me play changes hands in a hockey locker room. only pro hockey player, a in the NHL in person, but I have pictures What are some of the typical bets you of them gathered around the TV with fam- might see players making in a hockey foster parent to troubled kids, ily and friends cheering me on. Those pic- locker room? Putting “Money on the an award-winning film con- tures are some of my favorite keepsakes. board” is a type of bet that players vol- noisseur, a passionate poker unteer to pay. This usually happens if a As for stories, there would be too many player is playing against a team he used player and a hard-working to fit in this interview and most are not to play for. He would write his name bingomeister who’s also pretty G-Rated. If anyone wants to hear about and dollar amount on the board, usually good with a YoYo. how Mark Messier spilled Gatorade all $100. Then if the team wins the game, over me before my second NHL game, the money will be added to the team fund or how my brother and I partied with that goes towards a team night out, or the The thoughts and opinions the Stanley Cup when he played with money could be offered to the guy who aired by these five hard-work- the Dallas Stars in 1999, we can go talk scores the game’s winning goal! about it over some beers! ing webmasters are compel- How did you decide to become involved ling, diverse and very wise. Your hometown is Red Deer, about half- in gambling-related affiliate marketing? And when you take everything way between Calgary and Edmonton. Did When did you launch your site? Fawn you grow up rooting for the Flames or the Labrie and my wife, Emily Leeb, work they have to say and boil it Oilers? I grew up during the dynasty days with CalvinAyre.com and they introduced down to its bare essence, of the Oilers, so I was a big fan of Edmon- me to the industry. The idea of creating you’re left with two little words: ton. I was young but I do remember the a hockey-based betting-tips site seemed five Stanley Cups the Oilers won in the like an easy and obvious fit with my hock- persistence pays! ‘80s. Wayne Gretzky was my favorite play- ey background. Planning and building the er, but my brother and I used to pretend website started in the summer of 2010, we were all the Oilers when we played on and the site was launched at the start of *Due to space constraints, we could not print the outdoor rinks and street hockey. the NHL season in October 2010. Every- the interviews in their entirety. The complete text will be posted at gpwa.org. BRAD LEEB bradmleeb

thing has been a work in progress this year, game. I love watching hockey and keeping and I am looking forward to the changes up with the latest news and stats. and ideas we have for next hockey season. AGE: 31 How do you split your time between the HOMETOWN: Red Deer, Alberta, Canada Who is your target audience and how has demands of playing hockey profession- it been going for you so far? So far my ally and managing your website? Do you LIVING IN: Nuremberg, Germany / Vancouver, BC, Canada target audience has been North America, have any “staff” to help take care of busi- mainly Canada. Obviously hockey is huge ness? On a typical day the team will prac- FAVORITE FOOD: Italian in Canada and I have been able to create tice/train for about two to three hours a MUST READ Erasing Memory a following. Playing hockey in Germany day. I can then spend the rest of my day BOOK: by Scott Thornley has also allowed me to introduce the Web working on my website. When the team SITE: BetOnHockey.com site to some hockey fans around Europe. is on the road I am able to keep busy on I would like to target the Scandinavian the bus with wireless Internet or with my countries down the road. iPhone. I am fortunate to have the time and technology to continue to work on the beers during the summer. Next season I What tips would you make to hockey bet- site. It also helps that I like to keep up on plan to get more players involved. tors based on what you know? I know what all hockey-type news, so it does not seem teams/players are going though when they like I am “researching.” Let’s talk a little webmaster shop. What are dealing with hot streaks, slumps, trav- in your opinion are the advantages or el, road trips, injuries, contract talks, trade I would consider my “staff” to be the other disadvantages of having (owning) key- deadlines and playoffs. Sometimes when players who have been helping me with word-rich domain names vs. general do- you know what a team or player is going game predictions and articles. So far I have main names? I am more comfortable with through, you can give yourself an edge on had some close friends helping me out, and all the hockey questions as this webmaster your bets. I also feel I am a student of the I will pay them with a round of golf and stuff is still new to me, but I can try and

GPWA Affiliate Interview Series

BRAD LEEB bradmleeb 41

talk shop! From what I understand, at this How did you discover the GPWA? I found How do you like to spend your time off? In stage the keyword-rich domain is more out about the GPWA through my wife and the summer I get a break from playing hock- beneficial to me right now. My website conference information she had gathered on ey and I am less busy with the website. Dur- is new and I am trying to create traffic. I her business trips. As I looked through the ing the off-season I love to be at my wife’s could possibly get more traffic from certain GPWA website I quickly realized how helpful parents’ place on Vancouver Island. They targeted keyword domains, rather than the forums are. I also like to follow the have two beautiful joining properties on a a general domain name, as high-volume industry news from J. Todd and the APCW. lake, and “lake life” is very relaxing. Go out keywords will rank higher with search en- on the water, relax in the hot tub, rock out gines. A general or non-keyword-rich do- What time management tips can you offer in the fully equipped studio lounge or enjoy main may work if you already have brand us? I have a list of things that need to be their personal bar overlooking the lake. presence, like CalvinAyre.com. This is a completed daily, like update game results, name that industry professionals already make predictions and post articles, and If someone were visiting you, what’s the recognize and that already has a presence. also a more long-term list of what needs one place you would take them to see? I chose BetOnHockey.com because I’m just to get done on each upcoming day. Pretty In Vancouver I would recommend seeing starting to build my brand and felt that simple, but it works. It always helps to be Grouse Mountain. You can hike or take the identifying what my site is all about in the organized and be prepared. gondola up. When you get to the top there’s domain name was important. an amazing view of the city and you can en- I will always travel on my hockey road trips joy a beer or eat at the restaurant. What are your thoughts on buying/using with my Mac and iPhone. I love that I can domain names that play off other well- e-mail, Facebook, Tweet and research with What’s the first concert you attended in recognized brand names? At first I would my iPhone. I don’t know how I used to get person? Can’t remember my first, but one have thought this was a clever way to drive along without it. Any downtime can be used of my favorite concerts was one of the first traffic. However, I decided to stay away productively. Using up-to-date, top-of-the- concerts I ever went to with my wife. It was from this idea and would recommend for line gadgets (if possible) makes everything Canadian rock band Theory of a Deadman, others to do the same. The short-term gain easier and faster, too. My old regular is like in Toronto. I had met the bass player, Dean would not be worth the potential long-term an old wood hockey stick compared to my Back, and he asked for one of my hockey consequences. You would be dealing with iPhone. It is simply a better product us- jerseys. So I saw him before the show and copyright infringement laws and ultimately ing better technology. I would never use a gave him my Toronto jersey. He was very ruin a relationship with an online provider wood hockey stick ever again! thankful and wore it out onto the stage for you are trying to advertise. I am looking the band’s first song. It was pretty cool. A lot to be in this industry for a long time and If you had to pick five keys to success as an of rock stars want to be hockey players, and I would prefer to create positive relation- affiliate, what would they be? hockey players want to be rock stars! ships that work for both parties. 1. Be committed. 2. Be patient. What’s your favorite hockey movie? The Tell us about your recent experiences shop- 3. Ask questions. movie Slapshot, for sure. It is a classic. I ping for a good e-mail campaign website. I 4. Follow your instincts. could probably quote the entire movie. originally thought you could advertise what- 5. Network and stay in touch. ever you wanted, as long as you were send- Tell us three things that nobody knows ing to opt-in e-mail addresses. Obviously How do you use social networks to pro- about you. this is not the case. After I sorted this out I mote your sites? I use Facebook and Twit- 1. I have been riding horses since I was found a couple easy-to-use e-mail campaign ter. I know there are many different social very young. websites. As with affiliate programs, the networks, but I feel these are the main two. 2. My cousin is country music singer Shane communication was the key for me. Finding If anyone is signed up to a social network, Yellowbird. someone to help me out, and help correct chances are they will have a Facebook and/ 3. I met my wife on MySpace. what I was doing wrong, was important. I or Twitter account. I basically try to use the am currently using iContact, but I’ve also networks as an extension of the informa- Finally, we could use some inside infor- heard good things about Vertical Response, tion that is on my website. League news mation . . . who looks good for taking AWeber and Constant Contact. and game predictions are easy daily posts the Stanley Cup this year? I predicted the to help drive traffic. It also provides a quick Vancouver Canucks to win the Stanley Cup What do your friends and family think of and easy way to communicate with fans/ before the season started. They still look your work as an affiliate? They do not have readers of the website. A personal touch can good and I am sticking with my pick. Other a problem with it, although I did get asked go a long way. I am always available on my teams that look good are the Detroit Red if I was a bookie! personal and website Facebook and Twitter Wings from the Western Conference, and pages. Feel free to add or follow me! the Philadelphia Flyers and the Boston What’s the most difficult thing about op- Bruins from the Eastern Conference. (Ed- erating your sites? The NHL has games Where do you live during hockey season? itor’s note: All these teams were still alive virtually every day from October to playoff Right now base operations are in Nuremberg, at press time.) time in June, so content has to be updated Germany during the hockey season, August- daily. There are no days off. I am having March. During the off-season months, April- fun with it, but it is very constant. July, my wife and I go back to Vancouver.

GPWA Affiliate Interview Series CRAIG CROSSLAND craig96

Don’t play bingo? Jean-Claude Van Damme has a message for you

Both of your sites are dedicated exclusive- How did you become interested in online Do you ever play bingo yourself, either ly to bingo. Why bingo? Well, I am an SEO gaming, and how did that lead to becoming online or at your local bingo hall? If yes, and other SEOs I’d talked to before said a gambling webmaster? I got into online what’s the most you’ve ever won? I have that they had various affiliate sites as kind gaming after I’d heard other SEOs talking never played at a bingo hall but I have of a side project, so I thought I would set about the affiliate sites that they had. I played online a few times. I haven’t won up my own as well. My mum plays online own a bass lessons website also [play- anything worth shouting about; probably bingo, so I know how the game is played, bass.com], so I have been a webmaster around £20 was my most. and it developed from there, really. for a while. Once you set up one site you can use the same techniques and transfer Do you expect to see significant growth How did the domain name Love to Play them to another domain name. in online bingo in the next year or two? Bingo come to be? I bought the domain I think gambling will keep continuing name around a year ago and I just left it Do you have a “day job”? Or do you to grow in general, not just bingo. Bingo for a few months without doing anything consider running your sites a full-time does seem to be more popular in the U.K. to it. I was planning to, but I never got job? My main income is through SEO but with access to the Internet there is no around to it. I bought a cheap template but I would like to make my Love to Play reason why more people wouldn’t turn to start with and uploaded a few bingo Bingo site a full-time thing and work on online to play. Why trek all the way to a reviews and the odd article, but not that that. There is a lot that can be done to bingo hall when you can turn on your much. I then did some basic SEO and I got make the site bigger, but it is just budget computer and play in the comfort of your the odd visitor after a few months. This that is stopping me. own home? motivated me to change the layout of the site and update it more often. What advice would you give to someone Word is, you’re trying to get Jean-Claude just starting out in the industry? Just keep Van Damme to do Love to Play Bingo The site is far from complete, and I with it, really. If you have any design skills, promos for you. Is that all it would take have ideas to make it bigger and better programming skills or know anything to drive more men to the site? Oh man, in the future. about SEO then you have a plus and you I did not expect this question. Believe it can save yourself a lot of money. If you or not, I wasn’t thinking about whether How long was it before you started don’t, I would highly recommend that getting Van Damme to promote bingo making money? It was around six months you know at least some basics before you would persuade more people to sign up before I got my first lead after buying the take on a website. Also, try offering users or not. I would not care just as long as he domain name. I am still in the early days something compelling and different. There was doing it. Now you mention it, I bet as far as making money is concerned, is no point in making a site that looks and more men would play bingo. . . . but you have to be persistent to be in the offers the exact same information as 100 gambling game. Most people believe that other websites. What do your friends and family think of you can throw a site up and make money your work as an affiliate? I haven’t really the next day. Without a big budget, this is Do you still see yourself working as mentioned it too much to them. No one not possible. an affiliate 10 years from now? I hope has said it is a stupid idea, anyway. I would so. I have big plans for the site in the like to see more money coming in before I At age 22, you’re still very young. What future and as more money comes in start mentioning it more. did you do before getting into online I will continue to grow the site and gaming? I used to do the odd job through make it bigger and better. I am trying What’s the most difficult thing about an agency before I turned online to look to steer the site towards being more operating your sites? At the moment I am for job opportunities. I read up on SEO user friendly and thinking about the struggling with the design. I change it and and started to get clients. I’ve been doing users rather than getting greedy with then look at it and change it again. I am not SEO ever since. commission rates. quite happy yet with how the site looks. I am going to look more into learning how to code, which will be a challenge.

GPWA Affiliate Interview Series CRAIG CROSSLAND craig96 43

AGE: 22 HOMETOWN: Barnsley, U.K. Living in: Barnsley FAVORITE Jean-Claude Van Damme ACTOR: FAVORITE FOOD: Ribs and seafood MUST READ Don’t read that much BOOK: – how bad is that? SITES: lovetoplaybingo.co.uk bestbingopromotions.co.uk

How did you discover the GPWA? And If someone were visiting you, what’s the Which three things would you save from how has it helped you in your work as an one place you would definitely take them a fire in your house? Depends how big affiliate? I have no idea, actually. I just to see? If you mean in Barnsley I would the fire is, really. Is it small enough that I found myself signed up to the site one not take them out of the house as there could try to make it die out or has it nearly day. Probably through Google, though. is nothing to do or see – pretty boring consumed my house? Again, which part The people on the forum are very helpful place, really. The best place near me is of the house am I in? Upstairs or down? I and they are willing to share information a shopping mall, or there’s the option to never really get this question when people with other people. travel to a seaside place. ask it. I have nothing that is priceless, so probably what I could carry and I thought I What do you think of the GPWA site’s new What’s the first concert you ever attended wanted to keep the most at the time. favicon? The one you have now [early in person? Avenged Sevenfold, but it was April] I am not too keen about. I like a few not my choice. The girlfriend wanted to Tell us three things about you. I eventually of the other ones you have suggested in go. Was not a bad gig, though. want a tattoo sleeve. I used to play bass in a thread. Number 25 [picture of Michael a band but gave it up. I want to get into Corfman] was my favorite! If you were directing and starring in a playing the YoYo. movie, who would you cast? Van Damme, What do you wish you’d known about the no question about it. I would not star in online gaming industry before you started the film myself as I would let Van Damme in it? Nothing, really. You can always read do all the work. I would just give him some up on what is new and old online. I knew trees to kick down. it would take time to get things up and running, and I am still prepared to wait. If you could have one “super power,” what would it be? I don’t know, there are too Do you use Facebook, Twitter or other many to pick from. Probably not flying as social networks to promote your sites? I I am scared of heights. Probably either to have Twitter and Facebook accounts that I stop time or move stuff with my mind. use for Love to Play Bingo. At the moment I’m not using them that much. You really need a following before doing that. I have plans for the future on how to use more social media.

GPWA Affiliate Interview Series JOSY celena

Her secret to staying sane: have patience, and play poker

Your sites are gateways to all forms of Issues regarding late payments by af- gambling except for poker. Any plans to filiate programs are a constant source of add poker sites to the mix? I think that frustration for our members. Have you casinos attract many players. I do in fact found that posting on the forums helps designate a small section on my site for in solving these problems? The GPWA fo- poker. But in poker, there are big estab- rums are a big help for us. We can express lished affiliate sites – such as PokerNews ourselves and affiliate programs that – that have large teams of reporters and do not pay are affected by our postings, offer handsome bonuses for players. because webmasters will remove their banners. There is mutual support, even You have told us that you used to work in if there is competition. I’ve been visiting the luxury hotel business. Where did you the forums every day for a long time now, Josy (right) with her daughter, Jessica. work, and what kind of work did you do? even if I don’t write messages frequently. I did accommodation work for a hotel in Now I remove the banners of programs Monaco. I love traveling, and people. when they’re not paying. It’s frustrating having to run after money that is owed to Living in: France How did you get started in the online you every month. FAVORITE FOOD: Italian food – and chocolate! gaming industry? I started by chance. I enrolled in an online gambling forum, What qualities would the ideal program MUST READ Rebecca, by Daphne du BOOKS: Maurier, and Kill Everyone, and I liked it immediately. So I created and/or program manager have? The best by Lee Nelson et al., with my first site, which is now five years old. programs are those that work hand-in- commentary by Bertrand hand with webmasters – programs that “ElkY” Grospellier – the How long was it before your sites started send promotions, deal with problems hottest tournament poker generating significant revenue? I started when they occur, respond to messages player in the world! out knowing nothing about HTML and quickly, keep track of the payments owed SITES: play-online-uk.com SEO. I taught myself. You need to put in to affiliates, and work for us! play-on-line.es at least a year before you start seeing results. It takes countless hours. My stats What advice would you give to someone really started to stabilize after two years. just starting out in the industry? I would advise a lot of patience! Do not give up, What’s your favorite vacation spot? My You are French. But you operate sites that and put up as much content as possible number-one destination is Las Vegas, and target the British and Spanish markets. on your website. the U.S. – I love America and its people. I How difficult is it working in Spanish and love South Africa, a beautiful country. My English for you? What problems do you Your sites carry the GPWA seal. Has this favorite destinations in Europe are Spain, face that other affiliates don’t have? I made any difference for you? Yes, it Amsterdam – where I went to the Master confess that it is not easy. It takes courage makes a difference. GPWA is a site that is Classics of Poker – and Italy. And I don’t to work in other languages. I also have taken very seriously. Speaking for myself, want to forget Monaco. pages in Russian, Japanese and Chinese. the seal is a great addition to my sites. I love what I do, so I’m not afraid to work What’s the first concert you attended? I for hours and hours to get my results. I You’ve posted that you’re interested in will mention one of the highlights: Mi- was thrilled when I saw my first Japanese music and dance. Please tell us a little chael Jackson. and Spanish players! about that. I did dance quite a lot when I was little. I carry on the tradition now, If you could have one “super power,” what Do you ever gamble, either online or at when I go out with my friends. As for mu- would it be? I wish I had a photographic land-based casinos? If so, which games sic, I work with music in the background; memory, to record as much information do you like to play? Yes, and I have won it relaxes me. as possible. a lot of money. Since I discovered online gaming, I rarely play in a casino. I like to How do you like to spend your time off? Tell us three things that nobody knows play video poker or progressive slots. I’ll go out for a walk along the seacoast. about you. Good question! I was a model I also love swimming and shopping. And when I was younger. I made some films. I very importantly, I play poker! did astrology.

GPWA Affiliate Interview Series

PETER WILLIS Peter Willis

He doesn’t like The Godfather, but he IS obsessed with film

Your sites really have you covered: sports- details online to gamble? It wasn’t until a Is that actually something webmasters books, horse racing, casinos, poker and few years later that I begin to realize just should be worried about? Yes and no. I bingo. You’ve hit them all. Why did you go how popular online gaming was going to mean, there’s not really anything you can this route rather than specializing in one become. By which point, of course, every do about which side of the bed a Google niche? To be honest, I’m just a bit of a “do- man and his dog had got involved! engineer gets out of in the morning. But main hoarder”! As you’ll see from the ma- you can be careful not to build links which jority of my sites, they are generally all still But I’ve stuck with it, and more recently could be deemed in any way black hat. If a work in progress. I’m putting most of my have been heavily focused on SEO in the you are going to pay for links, or even do energy at the moment into my “day job” as online gambling space, working with exchanges, always try to make them look in-house SEO for an online bingo portal, some major brands as part of my role at as natural as possible. Don’t give Google so I’m finding I have little time to focus on Stickyeyes, whom I left in 2010 to pursue engineers any reason to think your site my own projects. I’m exploring oDesk as a an in-house role. isn’t whiter than white should they ever route for outsourcing some work in order come to review it. to develop things more swiftly than I cur- Why do you operate both a general horse rently have the capacity for by myself. racing site as well as a site dedicated ex- Sometimes the line between white hat clusively to the Cheltenham Festival? I and black hat SEO tactics is so fine it’s all You have two sites dedicated to horse rac- actually have quite a few more horse rac- but invisible. Is there a “list” somewhere ing. Do you bet on the horses? If so, do you ing sites (too many to list!). Most of them of black and white SEO practices? Or are consider yourself an expert handicapper? only drive traffic for specific events such we all compelled to wade through a vast, When did you make your first bet on a as the Cheltenham Festival or the Grand swampy “gray” area? I think in online horse race? I certainly enjoy horse racing National. The reality is that at the mo- gaming there is no escaping the shadier and I’d like to think I’m good at picking out ment Google still adds significant value to side of SEO. Look at the top 10 results for a winner or two. I would guess my first bet keyword domain names, which makes the any of the top key phrases in any of the on a horse race will have been the Grand model of building lots of mini-sites on key- industries. I would challenge anyone to National five or six years ago, although I word-focused domains a quicker route to find me an example of a site which has got don’t recall exactly. I didn’t actually go to top rankings than creating a sub-page on there without any tactics which Google a racetrack until 2009, but I’ve been many one stronger portal. That said, I wouldn’t doesn’t want you to employ. As far as I’m times since. recommend that anyone else go down concerned there is absolutely no differ- this route moving forward, as Google has ence between a link exchange and paying What did you do before you became in- made it clear they are working to reduce for a link. Both tactics are being used to volved in online gaming? I started devel- the value accredited to keyword domains. manipulate the search results, so as far as oping websites from a fairly young age. My Google’s guidelines are concerned . . . both first major website was a Pro Evolution You once posted that you have at least are a no-no. Soccer (video game) community, which 10 sites in other niches. What are some of remains online today via pesgaming.com these niches, and how do their earnings What’s the most difficult thing about oper- (although I no longer own it, as I sold it stack up against what your gaming sites ating your sites? Lack of time. I just don’t two years ago). Back in 2006 I also started, bring in? The majority of my other sites have any! I don’t think it would go down alongside my cousin, an online movie blog are used purely to sell links and make too well with my girlfriend if I got home at obsessedwithfilm.com. This is still going some quick cash – so it’s probably best from work only to then spend another few strong and recently won the Sky Movies that we don’t talk about them in-depth! hours working on my own websites. They Blog of the Year award for 2010. get some attention on weekends, but not You take SEO, and Google rankings, very nearly as much as I’d like. I have a list 10 How did you get started in the industry? seriously. One of your more recent ob- pages long of plans I’ve yet to implement. One of the guys who I had working for me servations was that a site’s up or down left in 2001 or 2002 to start an online casino ranking might very well be affected by What advice would you give to someone portal. At the time I thought he was mad. I what kind of day a Google engineer was just starting out in the industry? Don’t mean, who wanted to risk their credit-card having when he or she reviewed the site. just build a website, try to build a brand

GPWA Affiliate Interview Series PETER WILLIS Peter Willis 47

AGE: 25 HOMETOWN: Durham, England Living in: Leeds, England FAVORITE FOOD: Risotto MUST READ I’m not much of a reader BOOK: SITES: gambleselect.co.uk cheltenhambetting.org free-horse-racing-betting.com freepoker.org.uk onlinecasinoplay.co.uk

(I’m sure I must have stolen this from If you had to pick five keys to success as an If someone were visiting you, what’s the someone, so apologies if it’s you!). The affiliate, what would they be? one place you would definitely take them word “brand” has been getting thrown to see? Durham Cathedral. 1. Pay good money for a proper designer about all over the place recently, but it’s before you even think about spending a worth reiterating. You aren’t going to rank Imagine you could trade places with any- penny on marketing. First impressions on page one these days just by building up one for a week. With whom would you count, and you need to build trust with a 10- or 15-page website that has reviews trade places and why? The Virgin Mary your visitors. of all the leading casinos. You need to do about nine months before she gave birth something different; you need to build a 2. Network. You never know who you might to Jesus. I’m just curious. name for yourself/your website based on bump into. the content and a unique offering. People What’s the first concert you ever attended 3. Speak to the sites you promote about often ask me what I mean when I say in person? Jimmy Eat World in Notting- getting a better deal. No harm in asking, “brand” in terms of affiliates, so some ex- ham, many years ago. is there? amples in gaming would be Oddschecker, Dealer Dan and Casinomeister. Outside of 4. Don’t sell links. Selling links is bad. If you were directing and starring in gaming we have what have become mon- a movie, who would you cast as your 5. Buy links. You’ll need them to rank. ster brand affiliates such as Trip Advisor romantic interest? Audrey Tautou. and Money Supermarket. How do you like to spend your time off? If you could have one “super power,” what How did you discover the GPWA? I think the I love horse racing and football (soccer). would it be? Teleportation. Journeys are GPWA was the first gaming community I I’m a big fan of Newcastle United and get often dull. joined; it was probably via a Google search. to a few games a season. I used to be a season ticket holder but gave it up when I Tell us three things that nobody knows What time management tips can you offer moved to Leeds, which is 100 miles or so about you. I don’t like The Godfather. I us? None. Can you offer me some, please? away. I’m also an occasional online poker don’t like The Godfather II. I have never player, and enjoy the odd game of FIFA on seen The Godfather III. Do you use Facebook, Twitter or other social the Xbox 360. networks to promote your sites? Facebook and Twitter are great for Obsessed With Film, What’s your favorite vacation spot? I’m but I’ve yet to fully explore their potential in not much of a one for beaches. I love go- online gaming . . . other than spamming the ing to the T in the Park music festival in hell out of Twitter for a ranking test! Scotland. This year will be my fifth.

GPWA Affiliate Interview Series JAMIE Players Luck - Jamie

Communication, friendship, trust — that’s what it’s all about

You’ve been in online gambling for five years. How did you get started in the industry, and when did you launch your own site? It started through watching my partner and also having an interest in gambling online myself. I used to gamble online all the time and then realized I could make a living off promoting online casinos, poker and bingo sites. I made an attempt as a learning curve with a couple of old sites, then I opened Players Luck and more recently No Deposit Casinos Review.

How long was it before you started making money? I would have to say it was almost four to six months before I started seeing figures I wanted to see, although Jamie (left) with his aunt and his cousin Toa. I would say I am not earning anywhere near what some are, but I only do this as a part-time hobby at this stage. work, but overall they do cost both the casino and affiliate. AGE: 24 According to your profile, you are just 24 HOMETOWN: Wellington years old. Is this your first “job”? Or have Your two sites share a community forum. Living in: New Zealand you worked in other industries, as well? I What have you learned about operating have had a few jobs, mainly in the hospi- a forum? Do you have any advice for af- FAVORITE FOOD: Marmite on Toast tality industry. More recently I have been filiates who are considering adding a fo- MUST READ Titanic: Echo of the Dying studying to further my career in youth rum to their site? I am just starting the BOOK: Confession mental health disabilities. I am also fo- forum, to be honest, and trying to build by Troy Veenstra cused on helping offending youth to point up a really good community. The main SITES: playersluck.com their lives in a more acceptable direction. reason I want a forum is so I can interact nodepositcasinosreview.com with my players and make new friends. It What are your goals for the Players Luck also builds up trust with the players and site? To be like the GPWA, of course . . . makes them feel they have a place where lol “kidding.” I don’t think any other site they can communicate. Much like affili- tracks and would love to try racing one could be as good as the GPWA, but I’m ate forums it’s really good to hear player day. Holden cars RULE!!! aiming for a site that’s similar and infor- feedback on casinos they play at. I would mative. I love meeting new people and advise anyone starting up a forum to do it You and your life partner are foster par- having a site of my own. I have made a lot carefully; it’s very hard to build a forum ents. How did you become involved in of new friends in this industry. and maintain it. that program? Unexpectedly, actually. We had my 13-year-old cousin come to live When did you start your other site, No De- How much time does it take to keep your with us when his parents passed away. We posit Casinos Review? Why did you focus sites up to date? Well, because I foster then went on to helping three other teen- on no-deposit bonuses? What differenti- children I work from home, I am on my agers whose families had kicked them out ates it from Players Luck? I only started sites nearly four to eight hours a day, on the street. It’s a very challenging task this around a month or so ago. I really learning ways to improve them and read- and you get no thanks for helping these don’t know why I focused on no-deposit ing at the GPWA! troubled kids. At times we have had fami- bonuses. At the time I thought it would lies threaten us, but that’s what makes us be good for Google and SEO. While we Tell us about your interest in cars. Do you more determined to help these kids. All feature no-deposit offers we do try to fo- race them? Collect them? I drive them! I of children we foster suffer from serious cus on other match offers as well. If you love seeing modified cars and the things mental-health issues such as ADHD and attract the right kind of people and not people such as boy racers do to modify Serious Conduct Disorder. One child we bonus hunters, no-deposit bonuses can their rides. I love watching them at race- foster at the moment has a serious drug

GPWA Affiliate Interview Series JAMIE Players Luck - Jamie 49

addiction and is bipolar, so we are under a What’s the most difficult thing about op- How did you discover the GPWA? How has lot of stress 24/7. erating your sites? For me, it’s writing. the GPWA helped you in your work as a I am not the best writer, which makes it gambling portal webmaster? I found them Shortly before the earthquake and tsu- hard to work with my sites. I do my best once again via my partner. The GPWA has nami struck Japan, your country was hit and try to correct mistakes I make as I go. helped me make many friends and get re- by a large quake. What is the situation ally good advice from people who have now in New Zealand in the aftermath What advice would you give to someone been in the industry longer than I have. of that disaster? This is a very sad time just starting out in the industry? I recom- How do you like to spend your time off? for New Zealand. Although it is nowhere mend that they read a lot about SEO and Relaxing with the kids and my partner. near as bad as Japan, we have suffered site building, and read forums before they We have two dogs, a cat and a bird and in our own way. Our home was one of launch their sites. I also recommend that enjoy maintaining our home and running the lucky ones. So many people have they write their own content. The more our own little zoo at home. suffered a huge loss and some lost their you write, the better your chances of turn- entire families. We have 10 to 20 minor ing up in search engines results. So, make If someone were visiting you, what’s the quakes a day now, and it still scares us your sites interesting, imagine that you are one place you would definitely take them each time they hit. a player, look at your sites through play- to see? I would take them to our Sky ers’ eyes and you will see what you need to Tower in Auckland, the tallest man-made Where do you weigh in on Grand Privé’s re- add, and what you need to improve. structure in New Zealand, and then to the cent initiative to bring affiliates back into casino, of course! their program? I would say stay the hell What do you wish you’d known about the away from them. They owe a lot of affiliates online gaming industry before you started What’s the first concert you ever attended money and yet they expect to come back in in it? How nasty some people can get. It in person? Michael Jackson. and expect people to promote them. blows me away. I have been attacked per- sonally and seen others verbally threatened If you were directing and starring in a What do your friends and family think of in this industry. It’s actually amazing the movie, who would you cast as your ro- your work as an affiliate? To be honest, lengths to which some people will go. As for mantic interest? Hmmm, I would have to they think it’s a joke. But the good thing is the personal attacks on the forums, it needs say I have too many to list! seeing their faces when checks come in! to stop before it destroys this industry. 50 51 Making the most from one-off sporting events

By Simon Eaton site would receive, and on June 11, 2010, I sporting events, to have your site hosted had already sent in 1,000 funded accounts with a domain host who can handle large hroughout my involvement with the in the first three hours, which was great spikes in traffic during given time periods. T sports-betting affiliate sector I have news. This was followed, however, by my seen how important specific events are website getting blocked by the host with Apart from promoting the World Cup, in the drive to recruit new players. They the dreaded message “This website has which only comes around once every can be anything from targeting the Super been suspended.” What was even worse four years, there are plenty of other Bowl in the U.S. to the Grand National in in my case is that Google was crawling my sporting events to promote, with the the U.K. These large one-off-style sports website every minute, picking up the “sus- key focus in the U.S. being: events are massive player sign-up oppor- pended” message and displaying it in the tunities for the accomplished sports-bet- search results, which resulted in my losing • Super Bowl Sunday ting affiliate. There is a competitive battle out on traffic. • The Triple Crown (three horse-racing to become number one in Google for that events – Kentucky Derby, Preakness specific one-off sports term. The lesson learned from my website be- Stakes and Belmont Stakes) ing temporarily suspended is to make • The Breeders’ Cup (14 championship The trend by sportsbook affiliates in sure, should you target these one-off horse races in a two-day event) the past has been to target these events • March Madness Final Four (NCAA quite late in the game, giving them a college basketball) very short window to make a significant difference. This includes the time If you’re interested in more European- required to build vital links as well as focused one-off sports-betting events, writing articles in the weeks leading then I suggest looking into: up to the big event, which in turn re- With the availability sults in weaker search listings and the “ • The Aintree Grand National possibility of not being listed for the of Internet access • Wimbledon Tennis Tournament event at all. Some of the more success- • FA Cup Final (the last match in the ful sportsbook affiliates start build- in nearly every Football Association Challenge Cup) ing their websites with six months or more to spare before the event. U.K. household you As an example, let’s focus on the Ain- tree Grand National as the key event to Back in June 2010 people around will find that the target. The Aintree Grand National is a the world were glued to their TV sets handicap horse race run normally in the watching the World Cup. As a sports- majority of people first week of April in the U.K. which ev- book affiliate I saw this as an oppor- eryone, whatever their color, creed, race tunity to reach hundreds of thousands wanting to place a or interest, enjoys sitting down on Sat- of potential new players looking for urday afternoon to watch. It is a heavily places to bet. In my own eyes the bet prefer to do it televised event and is covered in all the World Cup presented additional value national press and media. A bonus of to sportsbook affiliates as it was one from the comfort the Aintree Grand National is that the of the very few sporting events that is majority of people who watch it want to global, thus giving me the opportu- of their own home back the winning horse through a syndi- nity to decide upon which region and cate or actual bet. It is worth noting that search terms to target. rather than visiting this will be the only bet most people will be making for the entire year. In my case I built a website targeting their neighborhood English-speaking visitors looking for With the availability of Internet access places to watch the World Cup through bookie. in nearly every U.K. household you will live streaming as well as placing low- find that the majority of people wanting stake bets through a website called to place a bet prefer to do it from the worldcuplivestreaming.com. I did not comfort of their own home rather than anticipate the amount of traffic my visiting their neighborhood bookie.

Making the most from one-off sporting events ” 50 51

Affiliates can come into their very own by specific sporting events to target. A niche in targeting the keywords they believe a new the long run can be quite profitable but will user will look for as well as by making their require that you know how competitive the website as professional and informative as sports-betting niche you are targeting is. possible. The members of the public are interested in only a few things, including: Here is another example of something worth targeting. If we go after the term • Which horses are running? “FA Cup Final” we will need to find out • Who offers the best price? which website is currently number one in • Background on the horses Google, as well as other search terms re- • Where can I bet? lated to this that we can target. Since “FA Cup Final” will be nearly impossible to get If you can guide them down the right listed for, we can go after a term such as path and answer the above questions, you “FA Cup Final Bet” and within the first will earn from each player you send to a page of Google there are a few affiliates sponsored sportsbook through your af- listed with whom we can compete. filiate link – and you can easily send several hundred players in one day alone. Al- Now you will need to build a series of ar- though the value of the player will tend to ticles and press releases and use these to be much lower than a normal player you target local press outlets as well as article send, you will have the added possibility directories to help link build your site to Simon Eaton of receiving additional commissions as that page. Link building is just one task some of them will gamble on the casino as needed to be done to help get listed for Simon Eaton is the founder well as on other sporting events, and you your niche. You will also need to obtain of Sportsbook Commission will probably earn again when they bet on historical information and find out what (sportsbookcommission.com). the Grand National the following year. special incentives are being offered by Simon has spent the past 10 years specific sportsbooks for the sports-betting in the sportsbook affiliate market The Grand National is a great U.K.-based niche you are targeting. sporting event to promote, but less experi- and is considered one of the most enced affiliates may find it very hard to get Once done, focus on getting your site live recognized affiliate managers in their sites listed well in the search terms, at least six months before the event, fol- the sportsbook sector. Sportsbook so it is worthwhile looking at other one-off lowed by regular article writing in the Commission is a new sportsbook sporting events, including boxing matches months leading up to the event. Do not affiliate community for affiliates between two archrivals and derby games. In give up! You will likely not see any results a derby game, two rival teams match it out till a couple of days before the event as around the globe who have between themselves. This could be the New people searching for and betting on these sports betting as their affiliate York Mets versus the New York Yankees or events tend to be last-minute gamblers. revenue stream. Manchester United versus Manchester City. Throughout my tenure in the sports-bet- Simon has an impressive What makes derby games so special to tar- ting affiliate world I have found that some get is that fewer affiliates will be going after of the most successful and profitable affiliate past going back to them and you have the ability to target a sportsbook affiliates are ones who have 2001. He implemented many very local region rather than targeting the targeted key events. This holds true on of the leading gaming affiliate nation or globe. By targeting specific re- both sides of the Atlantic. The sports-bet- networks including VIP.com, gions you can create entries in local blogs ting world is driven by events and know- and directories promoting your website, ing which events to target results in profit. Nine.com and SPORTSBETTING. giving you the chance to become number Similar to what one sees in the poker af- COM and also worked for bet365. one in the local search terms as well as with filiate industry, players tend to sign up on Simon currently consults for the Google for your specific search term. certain key days, including the weekend, BetOnline affiliate program, which as well as in the hours leading up to major caters to sports bettors around One of the most commonly asked questions evening games. I receive from affiliates includes “Which the world. sporting events should I promote?” Here’s my final bit of advice for an affiliate aspiring to become a success in the This question alone is quite difficult to sports-betting industry: It is important to answer; I can say to go after the key term start off by going into one specific niche “sports betting,” or “football betting,” and rather than targeting all major sporting you should do well. But going after these events. Once you’re a success in a niche key search terms is harder than it looks, so you can then, and only then, branch out the key is to go after a niche and scope out into other areas.

Making the most from one-off sporting events 53

The 8 most common mistakes casino affiliates make – and how to fix them 53

By John Wright

any casino affiliates make A concept that can be just as damaging, mistakes on their websites but is less understood is link overload. — mistakes that could be Some affiliates think that having more Many affiliates avoided. Those mistakes links on their pages is another means could be costing you traffic or prevent- of getting more clicks and sign-ups. Not “ M operate sites about ing you from making the best use of your only can this hurt your conversion rate, current traffic, resulting in lower conver- but it can also have some possible nega- online casinos but sions. Some mistakes are made by brand- tive effects on SEO as well. new affiliates who are just starting their haven’t played in first gambling site. Other mistakes are Many affiliates spend too much time made by affiliates who have been online thinking about how much money they can a single casino. Do for many years but are still doing some earn and not enough time thinking about things wrong, which is setting them back. their users. If you design your site with the user in mind first, then you will see the you think the user is Here are eight common mistakes made results later on when you collect your af- by affiliates. If you’re guilty of any of these filiate commissions. A good discussion of going to get the best miscues, read on to find out how to make how many links a page should have may be your site better, and earn higher commis- found in Matt Cutt’s blog here: mattcutts. information from sions as a result. com/blog/how-many-links-per-page/ these websites? Have a look at the comments posted 1 in the blog, including Matt’s response, which questions whether the site still Copied content offers a good user experience! If you are unsure if your site has too many or Never copy content. Most of the top affili- too few links, post your questions in the ates have their content stolen occasionally Search Engine Optimization (SEO) fo- ” and it doesn’t take much for them to tell rum at the GPWA. your web host to close your account and 4 to get your affiliate accounts banned. You can also be sued for copyright infringe- 3 Link strategies ment, as many website owners recently learned after posting Las Vegas Review- KYC: Know your customer and campaigns Journal articles on their sites. It’s not worth the headache; make sure you have Many affiliates operate sites about online I had one new affiliate who built a web- permission and the right to post any con- casinos but haven’t played in a single ca- site with good content but was about to tent you put on your site. sino. Do you think the user is going to get quit shortly thereafter. The affiliate was the best information from these websites? discouraged at how long it was taking to Although you don’t have to gamble for real get traffic. The truth is that without any 2 money to know your gambling customer, links to your website it is going to be dif- doing so will certainly shape your review ficult, if not impossible, to show up in any Banner and link overload pages and also influence which casinos search engine. Download the seoquake. you will want to promote. Some casinos com toolbar and notice how many links Avoid turning your website into a banner have complicated sign-up forms or make top-ranking affiliates have. If you want a or link farm, or visitors to your site will it difficult to make a deposit. Once you’ve quick, valuable link to your gambling af- suffer from “banner blindness.” This does played at a casino like this you certainly filiate website then the easiest way isto not mean that banners are not effective won’t want to send your players there. By become a member of the GPWA (if you at all, but when some affiliates put their doing a little gambling, affiliates can gain are not one already). You can read a great sites together they like to plaster their site access to the retention efforts made by deal about SEO in the forum at GPWA. with banners, thinking and hoping that different sites. Once affiliates know which Additional recommended resources are this presents more chances for players to casinos give more attention to depositing other forums dedicated to SEO. There are click on them. You definitely won’t earn players, they tend to send more of their many of these forums available, and one more money this way and you will hurt traffic to these brands. especially good resource is Digital Point your conversion rate in the process. Forums: forums.digitalpoint.com/

The 8 most common mistakes casino affiliates make – and how to fix them 54

Descriptions [medium]: Fill this in, and 5 in 150 characters describe what the page 7 Conversion and is about. Out-of-date information calls to action Keywords [low]: Many sites leave this blank but it helps to have it. If you’re not keeping your website up to Conversion is a topic that seems to be H1, H2, H3 tags [high]: H1 is what the date, you’re making a huge mistake. Think least understood by many smaller affili- page should be about, H2 is less important of it like car maintenance; if you don’t take ates, while it is an area where superaffili- and H3 is lesser still. You should make the good care of your car then it will lose its ates excel. On all of your pages, whether H1 titles part of the page title. value a lot faster (and of course, end up the home page or a casino review page, Images [low]: Blackjack-table.jpg is better costing you money!). The top-performing you should be able to explain to users how than file006.jpg, and always use alt text. affiliates usually have updated content, they got there and what you would like and from an SEO point of view, this will them to do. Of course you want them to Content [high]: If your page title is 32Red help you as well. For example, if a casino click on your banners and links and make Casino Review, then the user should exchanges their sign-up bonus from 200 a deposit! But does your design and layout pect to see those words somewhere in the percent to 50 percent and you don’t up- help this process or hurt it? content. date this information on your page, not only is your website neglected but your Some affiliates will write a blog post talk- A quick way to determine if a website has ing about a casino but at the end of that users might be more than a little disap- post will fail to put a banner there or even done its on-page SEO correctly is to view pointed that your information wasn’t up a link for the blog reader to visit that ca- the page source, which will reveal all of to date. You can bet that they won’t ever sino. Also, pages that are very long might this data. A short summary of common return to your site for more of your help lose a user who has reached the middle of mistakes: or information. the page without seeing a call to action. You can help the conversion process by al- • Stuffing in too many keywords in page Take care of your website. This is good for ways giving users a way to get where you’d titles, or using the same keyword on the user, and the search engines will rec- like them to go. Don’t confuse this with every page. ognize this as well. placing banners and ads all over the place, but be aware of what users are doing when • Using whatever URL structure they visit your pages. is provided by the content management system. 8 No USP: Unique selling point 6 • Descriptions: make sure that they are there! (or proposition) On-page SEO With content, all sorts of mistakes can Most gambling affiliate sites don’t have Some affiliates don’t know where to happen, but if you want to rank for a key- any USP at all: there is nothing unique start when it comes to on-page SEO, and word or phrase the reader must be able to about their site that makes it stand out nobody can blame them. SEO at times see that in the content somewhere. above the competition. With the recent can be intimidating for new webmasters, Google Panda update, sites that don’t and it is difficult to find all the right in- My final comment on SEO: If you want to have original or unique content are going formation in one place. The good news try to get a page to show up in the search to be pushed farther down the rankings. is that top-ranking affiliates are easy to engines for a keyword or phrase, ask your- Some affiliates think the epitome of a good find in the search engines, so you know self, “Is this what the user is looking for?” USP or niche is a no-deposit casino-bo- they are doing something right and you A good example is when affiliates put “on- nus website. Well, there are hundreds of can learn from it. Aside from their link line casino” in their home-page title tag these, and if you are going to start with a campaigns most of these affiliates do when their site is an affiliate site. If users site like this you should ask yourself what the basics right for on-page SEO while searched for “online casino” would they be it is that makes your site so special and others make many mistakes along the happy to land on this site? If it isn’t what worthy of appearing on the first page on way. I will discuss a few items for your they were searching for they will leave im- Google for this keyword. If you offer your pages and rank the level of importance mediately. Also, some affiliates will put users something fresh, new and different, of each. this keyword phrase on their page titles you’ll be one step ahead of 95 percent of even when the words aren’t mentioned the affiliate sites out there. Page titles [high]: Use the H1 tags to in- anywhere on their page! dicate what the article is about. JOHN WRIGHT URL structures [medium]: Keywords in A good resource for all webmasters is the the URL are more helpful than a bunch of Google SEO starter guide: code that is unreadable to the user. For ex- google.com/webmasters/docs/search-en- John Wright has been ample, site.com/casino-bonuses is better gine-optimization-starter-guide.pdf working in the online than site.com/page67. gaming industry since 2002. He is the editor for the Gaming Affiliates Guide (gaffg.com) and also offers affiliate coaching. The 8 most common mistakes casino affiliates make – and how to fix them 54

Charity golf tournament aims to make giving back fun

n 2006, a brilliant European golf squad As the online gaming industry matures, “While this event is going to be a great net- captained by Ian Woosnam trounced Perroni believes it’s vital for companies to working event, with many C-level gaming Ithe USA in the Ryder Cup 18.5-9.5 at start giving back to their communities. executives participating, as well as affili- The K Club in Ireland. Five years later, ates and affiliate managers, we want every- teams of online gaming professionals are “I have been fortunate to have been in- one to come out, relax, have fun, and enjoy teeing it up on the same course to settle volved in the online gaming industry what will prove to be a memorable day, and golfing supremacy – and raise money for since ’97, and have witnessed the tremen- what will hopefully the first of many simi- charity in the Fairway Charity Golf Open. dous growth in both the number of par- lar events that we host,” Perroni said. ticipants, and in the money generated,” The event, sponsored by FremantleMedia Perroni said. The golf tournament will be played using Enterprises, kicks off at 11 a.m. on May Texas Scramble rules. Under these rules, 24, and the proceeds of the event will go “What I have not seen, with few excep- golfers will form teams of four and select to the Children First Foundation, a charity tions, is much of an effort by companies to a captain. Each golfer will hit a tee shot. that tries to help children escape poverty give back to the communities that support The captain picks which shot was the best in Ireland. The GPWA is a media sponsor them. We, as an industry, have an oppor- shot, and each player hits his or her sec- of the event, as is GPWA sister organiza- tunity to do good things, and I think that ond shot from that position. This contin- tion APCW. the Fairway Charity Golf Open is a good ues until the hole is completed. early step in this direction.” “We wanted to find a local charity in Perroni said there will also be several Ireland,” said Gian Perroni, affiliate pro- And Perroni understands that it’s hard to closest to the pin contests and other gram director for Fairway Casino, when get involved in supporting charities. “To awards. And he has full faith that the on- asked why Fairway Casino had decided be honest, like many people I have always line gaming industry will turn out to sup- to donate the proceeds of the tournament felt too busy to get involved much with port the event. to the Children First Foundation. “And of charities. My family supports the usual course providing funds to a charity that popular charities: Greenpeace, Western “Even though many of us are terrible golf- works with children is an easy decision.” Wilderness, Canadian Cancer, but only ers – well, OK, maybe just me – I believe when someone comes knocking on the you would be hard-pressed to find some- “Many of the larger, higher profile (and door. Lately I have met a number of peo- one in our industry that doesn’t appreciate better funded) charitable organizations ple that have reached out to help others the opportunity to get out from in front of are hesitant to accept funds from the gam- and they have inspired me to try and get their computers. Golf has become such a ing industry,” Perroni added. “In my opin- involved as well.” popular pastime, played by people of all ion [that] is a little shortsighted of them, ages, that I felt that we would have a lot but [it] provides an opportunity for us to And while giving to charity is serious and of interest.” support a deserving group that otherwise important business, Perroni wants to might not have been on our radar. Funds make sure everyone playing in the tourna- raised will be used by them to help sup- ment has fun. port families in need in Ireland.” 56

We invite you to meet two very seasoned industry professionals. Yuval Harari of Integra Partners was an affiliate for over 10 years before “crossing over” to the program MEET THE side when he was approached by Integra and offered the chance to develop a business model for them from scratch – an assignment that for Yuval is akin to being on a mission. Nicolas Fleiderman worked for expekt, Bodog Europe, the Fortune AFFILIATE Lounge Group, Interwetten and several other operations before joining Casino Creed, which streams live games from the floors of multiple land-based casinos simultaneously and brings a whole new level of excitement to the MANAGERS online player experience – something Nicolas refers to as the “wow” factor. YUVAL HARARI Integra Partners

Yuval, when we first met you, you affiliate account manager at a what we call Royal Affiliates, and were an affiliate. Now you’re run- company marketing the Casino- those affiliates can be paid any- ning Integra Partners, the affiliate On-Net brand in 1999. When I time they wish during a calendar program for Grand Duke Online left, I became their affiliate and month with a 24-hour notice, Casino. Why did you make the shift made twice my previous salary as providing they meet certain con- from the affiliate side of the busi- an employee. I have been in the ditions, for example 50 real play- ness to the operator and affiliate industry ever since. ers and $5,000 in commissions. program side of the business? I was an affiliate for over 10 years. Despite How is the Integra Partners and We also have a policy of “No Freeze its being financially fulfilling, and Grand Duke Online Casino experi- Account” ever. We don’t make our allowing me ample time to be with ence different for you – both from partners deliver a minimum num- my family, I felt it was time for me a personal standpoint and from ber of players a month or a year. An to make a change. I promised myself the viewpoint of what players and affiliate can deliver just one player that if the right opportunity came affiliates might see? I feel very or thousands, and his account will up, I would grab it. I believe the right fortunate that I have been given always stay open. It’s in our T&Cs. opportunity came up when I was ap- the chance to develop the affili- proached by Integra Part- ation business at Integra Part- What is the biggest “unexpected” ners, which is why we’re ners from scratch. It may sound problem you’ve faced with Integ- “Integra speaking right now. funny but I really feel that I am ra Partners? The biggest problem on a mission. My mission is to try we have faced up to now, in terms Partners does What lessons did you and bring some integrity into the of our relationship with affiliates, learn as an affiliate that industry. The industry has now is that we do not pay per player at not offer 60 you’re applying to your matured and is even regulated this point (CPA). Being a new ca- percent or work at Integra Part- in many places, so it’s time to do sino brand and a new affiliate pro- ners? I have learned things right. gram means we take things slowly 90 percent many lessons over so and smartly. It’s the easiest thing many years and I am What distinguishes Integra Part- in the world to pay a few hundred rev share, or doing my best to apply ners from other affiliate pro- bucks per player, but then what? whatever asinine all of them today. I re- grams? It’s new. It has to prove I have seen numerous c