THE GPWA - iGamingSuppliers.com

LETTER FROM
THE DIRECTOR
T
hings come in twelves this time.
It’s our 12th issue (!), and purely
coincidentally, both our cover story
and a piece from Income Access are
built around “Top 12” lists.
A word about the cover story: author
Gary Beal knows gaming-related
SEO inside-out. He has written about
it for years and lectures about it at
conferences around the world. He has
seen what the good guys are doing and
knows what the bad guys are capable
of, and now he’s letting you in on all
of it.
GPWA
Executive Director: Michael Corfman
Marketing Director: Andrea Mullaney
Program Manager: Steven Corfman
Program Coordinator: Nancy Troy
GPWA Times Magazine
Managing Editor: Vin Narayanan
Senior Editor:
Gary Trask
Associate Editor:
Dan Igo
Copy Chief: Bill Riley
Designer: George Choi
Advertising
To advertise in the
GPWA Times, please e-mail: [email protected]
Subscriptions
To subscribe to the
GPWA Times, visit
gpwa.org/magazine.
It’s FREE!
The other “Top 12” offering, from Income
Access, is a nice antidote to Gary Beal’s
slog through SEO heaven and hell. It
reminds us that SEO is but one of many
techniques that will yield significant
rewards when used effectively.
Also not to be missed: Vin Narayanan’s
glitzy photo essay on merrymaking at
the IGE and LAC shows and his look
at the status of online poker legislation
in California, an exclusive interview
with eCOGRA’s Andrew Beveridge,
Jeremy Enke on effective poker
affiliate marketing, all-new affiliate and
affiliate manager interviews, the latest
handwriting on the Wall of Shame, and
lots of other good stuff.
This issue debuts in late March at
iGB DownUnder and in April at CAC
Amsterdam. We’ll be at both shows. By
the way, if you’re going to CAC you’ll
have the opportunity to explore SEO in
greater detail with Gary Beal, who will
be there for that purpose.
One last thing: if you haven’t yet
subscribed to the GPWA Times, move
your eyes slightly to the left and do
what it says under “Subscriptions.”
Thanks.
Sincerely,
Michael A. Corfman
GPWA Executive Director
ISSN 1941-9872
Table of Contents
16
IGE and LAC – Foggy Days, Groggy
Nights in London Town
24
Top 12 Ways iGaming Affiliates
Can Earn Money
30
Poker Affiliate Tips for
Success in 2010
36
Cover Story: Top 12 SEO Tips 2010
Wielding a wicked camera, Vin Narayanan
catches conference attendees after hours – in
full party-hopping mode.
For you from Income Access: a dozen
profitable paths to success.
Effective poker affiliate marketing, Jeremy
Enke tells us, “is not rocket science.” Be
creative, make an effort, and success will
follow.
Buckle up for this one – Gary Beal takes us on
a bumpy ride down the highways and byways
of white-hat and black-hat SEO practices and
techniques.
ALSO IN THIS ISSUE
12
Exclusive Interview with eCOGRA’s
Andrew Beveridge
32
California Online Gaming Legislation
DEPARTMENTS
6
8
10
28
46
56
60
62
64
Webmaster News
By the Numbers
Cartoon Caption Contest
Event Calendar
Affiliate Interview Series
GPWA Sponsors
Affiliate Manager Interview
APCW’s Wall of Shame
GPWA Seal of Approval Program
WEBMASTER NEWS
QUOTABLES
“Like the rest of the world,
the poker community is
eager to do anything it can
to aid Haiti in the wake of
the devastating earthquake.
I applaud PokerStars, Full
Tilt Poker and Cake Poker
for providing poker players
across the globe an easy
way to make a contribution.”
— PPA chairman Alfonse D’Amato
“With the addition of the
NAPT, I’ll have a chance
to play some tournaments
on home soil, and I’m very
excited about that.”
— Daniel Negreanu on the launch
of the PokerStars North American
Poker Tour
“We believe that consolidation
talks are widespread across
the online gaming sector
and that most companies
could be considered to
be both potential industry
consolidators and takeover
targets.”
— Numis analyst Wyn Ellis
“As far as we’re concerned,
we’re confident that we’ve
won in Kentucky. We’ve
moved on.”
— iMEGA Chairman Joe Brennan,
after the Kentucky Supreme Court
pushed back a decision related to 141
seized gambling domain names
“It’s business as usual for
TonyG Poker. The exciting
acquisition of its assets by
PartyGaming will create
a larger more flexible
and productive playing
environment.”
— Poker pro Tony G
“There are probably 500,000
online poker players in New
Jersey alone. And we’re
missing out on around $100
million in revenue.”
— New Jersey state Sen. Raymond
Lesniak, the sponsor of a bill that would
legalize online gambling in the state
Webmaster News
Merge Gaming adds Sportsbook.com to poker network
D
UBLIN, Ireland – Merge Gaming, a
designer, developer and licensor of
software for the international online poker
industry, announced in February that it has
agreed to migrate the online poker gaming
activities of Jazette Enterprises to the Merge
Gaming platform.
The deal will see the group’s brands, Sportsbook.com Racebook & Sportsbook, Players
Only Sportsbook & Racebook and Superbook Sports & Racebook, move their poker
operations to the Merge Gaming platform.
It is expected all players will be seamlessly
transferred over to the Merge Gaming platform by mid-April 2010.
“This is an industry changing deal and we
are delighted to have come to an agreement
with Jazette Enterprises,” said Merge Gaming CEO Anthony Taylor. “This deal will
bring massive liquidity to the network and
see the online poker industry landscape
change overnight. We are delighted to sign
such an established partner to the network.
It’s through our great software and superior
back end we are able to attract a group of this
size to the network.”
“Our goal is to provide our players with the best
poker experience possible, which is why we decided to make this move,” said Roger Whitaker,
a spokesperson for Jazette Enterprises. “We’re
confident that our players will enjoy the groundbreaking features, generous loyalty rewards
program and improved overall playability that
Merge’s poker software provides.”
“With the same dedicated team behind us,
players can rest assured that our new poker
offering comes with the same steadfast adherence to player protection, security and
fairness we have been providing since 1996,”
Whitaker added.
Playtech launches platform for mobile gaming
I
SLE OF MAN – Playtech, the world’s
largest publicly traded online gaming
software supplier, announced in February
its new playing platform for mobile gaming. The new Mobile Web Apps is the latest
cross-platform solution from Playtech, allowing players to continue playing their favorite online casino games on the go.
Playtech Mobile gives its operators the
opportunity to grow their player base by
expanding
their
existing online operations into the mobile entertainment
market.
Playtech
Mobile’s Web Apps
is the latest way in
which users can enjoy the freedom and flexibility of Playtech’s
mobile casino, switching easily between
their computer and mobile using the same
account log-in. This nonstop, instant play
experience is supported by the leading mobile platforms of iPhone/iPod Touch and
Android phones, enabling a maximum exposure to a maximum audience.
With over a dozen casino games already
available for the mobile, the three pioneer
games to launch as Mobile Web Apps are
the ever-popular Blackjack, Jack or Better
(video poker) and the Gold Rally progressive
slot, which is linked to the Playtech progressive jackpot, one of the largest progressive
jackpots in the world. Playtech is launching three more new games as Java apps for
players to enjoy: Pop Bingo, a single-player
version of the classic Bingo; Keno, an exciting lottery-style game, and the all-enduring,
fixed-odds face-off Rock, Paper, Scissors.
Playtech
Mobile’s
Casino Packs allow
operators to create
their own unique
download packages.
By bundling the custom-selected games
into one package, users can log-in one time
and access all the games instantly. Playtech’s
Mobile Gaming is fully supported by the
Information Management Solution (IMS),
Playtech’s operational infrastructure that
expertly manages and monitors all the activities of the mobile gaming operation. The
system’s modular architecture enables full
integration and customization opportunities, allowing licensees to take full advantage
of Playtech’s cross-platform capabilities.
Cryptologic loses $35.5 million in 2009
D
UBLIN, Ireland – In March, CryptoLogic announced it had lost $35.5
million in 2009.
“2009 was a tough year as a number of adverse factors including a global economic
downturn overshadowed the company’s
progress in implementing its innovative
new strategy to reduce costs and return
to growth,” said CryptoLogic’s President
and CEO Brian Hadfield.
“We have entered 2010 in better shape
with a substantially reduced cost base that
will continue to be managed tightly. At
the same time, new business momentum
remains encouraging as branded games
continue to roll out and hosted casino licensees implement new initiatives. With
new licensing activity staying strong and
the overall online casino/gaming market
showing some improvement, we look to
the year with cautious optimism.”
Here’s part of the full-year 2009 summary CryptoLogic provided the press. To
see the entire summary, visit the news
section at GPWA.org.
• Revenue decreased to $39.8 million
(2008: $61.5 million), reflecting lower
wagering activity across the industry,
adverse currency factors and a reduced
contribution from a key licensee.
• Net loss of $35.5 million (2008: $32.7
million), reflecting $24.8 million nonrecurring charges for asset impairments and restructuring to align the
company’s costs with its revenue base.
“Rush Poker is the greatest
innovation in online poker since
poker started on the Internet.”
— Team Full Tilt member Chris Ferguson
• Total annual recurring cost base, which
comprises operating, general and administrative, finance and amortization
expenses, reduced by $20.6 million to
$55.0 million.
• Merged poker network with that of
GTECH Corporation, eliminating costs
of a standalone business.
• Branded games revenue increased
to $2.8 million (2008: $0.3 million),
accounting for 7.1% of total revenue
(2008: 0.5%) despite slower-than-anticipated roll-out by licensees.
• Total licensee base expanded by 20 to
more than 30 leading Internet gaming
operators including Betfair, Sportingbet, totesport and Virgin Games.
• Signed deals with DC Comics, a division of Warner Bros., to develop betting games featuring Batman, Superman and Wonder Woman; and with
Paramount Digital Entertainment for
games based on 20 movies including
Braveheart, Forrest Gump and Ghost.
• Diluted loss per share of $2.78 (2008:
$2.55 diluted loss per share).
• Total dividend for the year amounted
to $1.4 million (2008: $5.4 million); no
dividend was declared in Q4 2009.
Fourth quarter 2009 highlights:
• Branded games revenue rose 51.7% sequentially to $1.2 million.
• Doubled the number of branded games
in production to 66 from 33 in Q3 2009.
“I want to challenge the rest
of this industry to contribute to
Oxfam to help out in Haiti and
my private foundation will match
any proven payment to Oxfam
by an online gaming person up
to $1,000,000.”
— Calvin Ayre
• Major relaunch and investment in virtual casino lobby to enhance long-term
revenue opportunities.
• Cyprus office to relocate to Malta
in line with the company’s plan to
streamline operations.
• Signed three major licensees for
branded games – BetClic, Rank Interactive and UniBet.
• Launched first games based on Batman
and Wonder Woman as well as Monkeys to Mars, Triple Action Hold’em
and Aces and Faces.
2010 outlook:
• Improved revenue from hosted casino
as new licensees go live and existing
licensees benefit from investment in
major rebranding, a new lobby and advertising initiatives.
• Branded games continue to gain momentum with the annual run rate currently at $5 million as more games
come on stream.
• Number of new branded games
launched by licensees to date and generating revenues currently at 74, with a
backlog of approximately 125 games.
• Costs expected to reduce further in
2010 as additional measures are implemented to manage overheads.
“We knew we wanted to launch
the sickest poker site possible.
By joining a network that focuses
on player rewards and accepts
players worldwide we knew we
would be starting out on the
right track.”
— Phil Laak, on launching “Unabomber Poker”
on the Cake Network
BY THE NUMBERS
32%
Percentage increase in
19
The age of Harrison Gimbel,
who won the PokerStars
Caribbean Adventure Main
Event.
27 million
The number of online poker
hands analyzed by sociology
doctoral student Kyle Siler of
Cornell University.
PartyGaming’s fourth-quarter
sales.
149,196
The number of entrants in a
PokerStars Tournament in
December, a new Guinness
World Record.
1,307
The number of players in
the UBOC Championship
No Limit Hold’em event on
UB.com.
50,000 players
The number of poker players
who have donated to the
Haitian earthquake relief
effort, according to the PPA.
450
The number of Microgaming
games offered at the newly
33
19,377
Months in prison former
BetOnSports CEO David
Carruthers was sentenced
to serve.
The number of players in the
field for PokerStars Sunday
Million, a new record.
$2 million
The amount won by Party
Poker online qualifier Tyron
Krost at the Aussie Millions.
30
The number of years in
prison Douglas Rennick is
facing for processing more
than $350 million in poker
payments.
4/1
Odds Paddy Power gave
on “Gay/Lesbian/Bi-sexual”
being the first minority group
Fox News contributor Sarah
Palin offends.
£59.7 million
The amount 888 paid to
acquire Wink Bingo.
$12,802,783
Career poker tournament
earnings of Phil Ivey, the
most all-time.
By the Numbers
The flat tax that will be
levied on the gross profits
of offshore online gambling
companies in Italy, according
to GamingZion.
The number of people who
have a gambling problem
in Britain, according to the
Gambling Commission of
the U.K.
The value of the shares sold
by Partygaming founder
Anurag Dikshit.
$799,309
20%
378,000
£105 million
The amount paid out by
Slotland in 2009.
10,000
The number of Ladbrokes
customers whose personal
information was offered for
sale to The Mail.
23%
The percentage of Full Tilt
Poker’s 2009 market share,
up from 15% in 2008.
$33.2 million
The amount paid for a
Rembrandt portrait by casino
mogul Steve Wynn.
launched Casino La Vida.
$25 Million
The amount of guaranteed
prize money during Full
Tilt’s “$25 Million Double
Guarantees Week.”
$150,000
The amount raised for AIDS
research charity amfAR at
a special poker tournament
organized in the Bahamas by
PokerStars.
€100,000
The amount a French
player won on the “Super
Chance” scratch game at
Scratch2Cash.
$2 million
The amount lost in one
month by a player who
hit a $5 million jackpot in
December, according to
PartyGaming.
10
CAPTION CONTEST — What’s the punch line?
Caption Contest
Ah, the 2010 World Cup – hosted
on African soil for the first time
– is almost upon us. In fact, in our
latest cartoon it’s already here, and
England’s outplaying the U.S.A. in
an early match!
But in the midst of all the
excitement our affiliate seems to be
lost in his work. What’s he doing?
And that woman with a drink in her
hand? What’s she saying – and why
is she rolling her eyes like that?
It’s up to you to let us know.
Go to the GPWA 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 . . .
“They say only cockroaches and Grand Privé will survive.” – Ixian
Congratulations to “Ixian,” who wins a free iGaming Business Directory.
And the runners up . . .
“Great!! Just great!! I finally get my site on page one in Google and now the friggin’
world is gonna end....” – thepokerkeep
“Well damn, so much for the repeal of the UIGEA in 2013!” – Chips
In our last issue, we asked for a
caption for the cartoon above,
where an affiliate and his significant
other are just absorbing the news
that the world might end in 2012.
“Will there be a negative carryover?” – giggles7p
“There has to be a way to monetize this online....” – Skinski
“I think it was a waste of time developing all those London Olympic sites....”
– TheBoyMitchell
“This is really interesting. There’s a whole section on the best ways to save money for the
future.” – pumacat
“This will have a serious impact on lifetime player values. CPA is starting to sound more
appealing.” – CityGuard
Caption Contest
12
GPWA Exclusive
An Interview with
eCOGRA’s Andrew Beveridge
On December 1, 2008, the Grand Privé Affiliate Program was shut down while the Grand
Privé Casino remained open. Affiliates whose
players remained active at the casino stopped
receiving commissions, violating the promise of
lifetime earnings. Angry affiliates took to the Internet to protest their treatment at the hands of
Grand Privé. Last November eCOGRA agreed
T
here appears to be a lot of information — and misinformation — swirling
around regarding eCOGRA and eCOGRA’s
investigation into Grand Privé Affiliates.
The purpose of these questions is to clear
up the misinformation and bring clarity to
the situation by bringing in a little sunlight.
I suspect that any information you provide
will also help affiliates better understand
eCOGRA, and that’s a good thing.
The best place to start is at the beginning
of the most recent Grand Privé Affiliates
chapter.
We know eCOGRA ended up conducting
an investigation into money owed affiliates by the now defunct Grand Privé Affiliates. How did eCOGRA end up leading
the investigation? Did eCOGRA seek this
assignment out? Or did Grand Privé approach you? Did Microgaming approach
you? How did the process play out? Grand
Privé management approached eCOGRA
in November last year to conduct the investigation. Although we were in no way
obliged to perform this work, I agreed to
do it and at no charge since I felt it important from an industry perspective that the
situation be resolved. At no time did Microgaming ask us to be involved, although
they were pleased when we accepted the
assignment. Microgaming had absolutely
no involvement in the way this investigation was conducted, which I think is ap-
An Interview with eCOGRA’s Andrew Beveridge
to investigate claims filed by affiliates against the
affiliate program. Affiliates submitted 58 claims
in December and, in the end, eCOGRA was
able to identify $63,000 in commissions owed
to 26 of those affiliates.
player associations from their database, making
it impossible for eCOGRA to tie revenue from
those players to affiliates filing claims (To read
eCOGRA’s report and affiliate response to the
report, use the link GPWA.org/90.)
The uproar in the affiliate community over
eCOGRA’s report was intense. Many affiliates
were shocked at how little they were to receive
in comparison to what they were previously
earning with Grand Privé. The audit, and Grand
Privé’s cooperation with the audit, were called
into question. Some affiliates felt players delivered through Referspot might have been excluded. But, based on this interview, it seems more
likely that Grand Privé deleted some affiliate-
In an effort to clarify the situation and give
eCOGRA an opportunity to respond to the
concerns of affiliates, the GPWA reached out to
eCOGRA CEO and Executive Director Andrew
Beveridge. He agreed to answer our written interview questions. We’ve reproduced the entire
interview here after editing for spelling mistakes
and typos only. The GPWA posed additional
follow-up questions, but has not yet received
answers.
propriate given that Microgaming was
never party to any agreements reached
between Grand Privé and its affiliates.
During the course of this time, did the
subject of a third-party “affiliate representative” — like Affiliate Guard Dog
— joining the process come up? If it did
come up, what was the thought process
or what were the ultimate reasons behind
why they were not part of the investigation? Sometime after accepting the assignment I was informed that CAP and
Affiliate Guard Dog had been in previous discussions with GP about performing the work. If Grand Privé had reached
agreement with these two organizations,
I assume eCOGRA would not have been
approached to do the work.
Notwithstanding this, throughout the
investigation I corresponded with, and
sought advice from “affiliate representatives,” including Affiliate Guard Dog. I
did not consider formally appointing an
affiliate representative to assist with the
investigation, since eCOGRA would then
be responsible for that party’s actions. As
a matter of policy, eCOGRA only appoints
staff with at least 7 years’ worth of academic qualifications in the field of auditing, with experience at Big 4 audit firms.
eCOGRA also provide its staff members
with extensive onsite and offsite training,
and has conducted hundreds of investiga-
tions and compliance reviews involving
most of the leading operators and software providers in the industry. It would
be a very risky proposition for eCOGRA
to take responsibility for someone whom
we have never met or interviewed, and
there is an incomplete appreciation of
their qualifications and experience for a
task of this nature.
Why did eCOGRA choose to follow a
claims process rather than a comprehensive review of Grand Privé’s affiliate backend database? During November 2008
GP management entered into mutually
agreed compensation arrangements for
related future player activity with the
majority of affiliates who at that time had
players considered to be reasonably active. GP therefore instructed us to rather
focus on ensuring the dissatisfied affiliates were given reasonable notice of the
opportunity to submit a claim. The fact
that there were only 58 claims submitted,
even though the issue was widely communicated, I believe supported GP’s request for this approach.
Did eCOGRA have direct access to Grand
Privé’s databases? Or did you have to
rely on reports and information given
to you by Grand Privé? To eCOGRA’s
knowledge, there is only one database.
eCOGRA was provided with direct access
to this database.
13
What was Grand Privé’s response to
eCOGRA’s inquiries about ReferSpot
players? eCOGRA was assured that all
players were included on the GP Affiliate
Program database, and that no other
database existed.
How would you characterize Grand Privé’s
cooperativeness with eCOGRA throughout the entire process? eCOGRA’s auditors
performed the investigation at GP’s operations base, and their staff were very helpful
throughout the process. eCOGRA management had a number of robust debates with
GP management about certain issues, like
the average player lifetime calculation, but
ultimately management agreed with all
eCOGRA’s recommendations.
Now that you’ve been through the entire
affair, what have you learned and what
would you do differently? I’m not sure
eCOGRA would do anything differently in
terms of what eCOGRA were actually requested to do. This investigation was commissioned by GP, and eCOGRA performed
the work entirely in accordance with
the mandate, and the result is that over
$63,000 has been paid to the affiliates.
All right, enough about Grand Privé. Let’s
talk about eCOGRA itself now. Who are
your board members, and what are their
backgrounds? There are eight Board Directors, including myself.
Four Independent Directors effectively
control the Board and are responsible for
all decisions regarding eCOGRA’s compliance, advisory and certification activities.
These are all eminent, well qualified and
experienced professionals who are independent of the Founding Members:
• Michael Hirst, OBE, a former Board
member of Ladbroke Group Plc, and
formerly Chairman and CEO of Hilton
International
• Bill Galston, OBE, retired Chief Inspector
for the Gaming Board of Great Britain
• Frank Catania, former Assistant Attorney General and Director of New Jersey
Division of Gaming Enforcement and a
recognized international expert in regulatory drafting
• Bill Henbrey, former head of gaming
services at leading international accounting firm BDO
The 3 Founding Members, which are in
fact industry competitors (Random Logic,
Microgaming and bwin Interactive), each
has the right to appoint a non-Executive
Director.
How is eCOGRA funded? Who are your
main funding entities? Are your financials part of a public record somewhere?
eCOGRA is presently entirely self-funded
by rendering independent professional
business services to companies, such as
data analysis, compliance and advisory
services. Current financials are not available to the public.
Who conducts eCOGRA audits? All testing and monitoring is in the hands of a
dedicated full-time team of Chartered Accountants, auditing and IT professionals
with extensive Big 4 audit firm and online
gambling experience.
• Andrew Beveridge, CEO – Chartered
Accountant, MBA
• Kyle Harris, Manager Compliance and
Advisory Services Department – Chartered Accountant
• Gary Lupton-Smith, Manager Data
Analysis Department – B.Com, CISA
• Sean Roberts – Chartered Accountant
• Louise Chunnet – Chartered Accountant, CISA
• Gareth Muirhead – Chartered Accountant, CISA
• Bradley Khoury – Chartered Accountant, CISA
• Shaun McCallaghan – Chartered Accountant (part qualified)
• Grant Bruintjies – National Diploma
Internal Auditing
• Martin Theunissen – MCDBA, MCSA
advisory and data analysis services are
overseen by eCOGRA’s Audit and Seals
Compliance Committees. The Audit Committee is chaired by Bill Henbrey, a Chartered Accountant and former head of
gaming services at leading international
accounting firm BDO. The Seals Compliance Committee is chaired by Bill Galston,
OBE, retired Chief Inspector for the Gambling Board of Great Britain.
KPMG, as a recognized international accounting firm, performs an annual quality assurance review with the objective of
ensuring that the governance structure,
responsibilities, processes and approach
implemented within eCOGRA’s Data Services, and Compliance and Advisory Departments are in line with best practice and
industry requirements, and comply with
recognized audit practices and principles.
How many different software providers and
operators is eCOGRA working with or cooperating with right now? Almost eighty.
Among affiliates, one of the most controversial aspects regarding eCOGRA is the
organization’s history with Microgaming. If you could, please walk us through
Microgaming’s involvement in the start of
eCOGRA, the evolution of eCOGRA’s relationship with Microgaming and what your
relationship with Microgaming is now.
eCOGRA was established in 2003 due to
the critical need at that time for effective
player protection throughout the industry,
and all four major and competing casino
software suppliers (Boss Media, Cryptologic, 888 and Microgaming) were engaged to help set up the organization and
become members. Only Microgaming and
888 stepped up to the plate, and a couple
of years later bwin became a member too.
Our relationship with Microgaming hasn’t
really changed since then, other than the
fact that we no longer rely upon them for
funding and we also provide services to dozens of other competing software suppliers.
Tex Rees currently heads eCOGRA’s responsible gambling initiatives and dispute
mediation service.
OK. Here’s your shot. What are three things
you absolutely want affiliates to know
about eCOGRA?
Who audits eCOGRA to make sure it stays
fair and independent? The compliance,
1. eCOGRA is probably the best opportunity affiliates have right now in achiev-
An Interview with eCOGRA’s Andrew Beveridge
14
Continued from page 13
ing any real regulatory oversight of this
part of the industry. Traditional audit
firms and regulators do not understand
it, consider it highly risk prone, and are
understandably unlikely to ever become
involved due to the hostile nature of
some parts of the affiliate industry. We
urge affiliates and programs to work
with us to improve our ability to regulate programs, rather than to discourage our involvement.
2. An enormous amount of money and
effort has been invested to ensure
eCOGRA is able to operate independently of any software suppliers and operators, and we will never deliberately
compromise our professional reputations or the company’s future by favoring one of our members or seal holders,
all of whom are in competition with one
another in one form or another.
3. eCOGRA has recently introduced our
Affiliate Trust Seal, which is awarded to
programs that are able to demonstrate
that:
i. Affiliate revenue is calculated accurately and deductions are cor-
rectly allocated, and payments are
promptly attended to and completely and accurately processed;
ii. Preventative and detective controls
are in place to ensure accurate and
correct linking of players to affiliates;
iii. Affiliate program applications are
developed, implemented, maintained and secured in a manner
representative of best practice standards; and
iv. iAffiliate programs shall be able to
demonstrate that they can recover
from a system disaster.
This is the only program certification performed by professionally qualified auditors, and we have already accredited five
leading programs.
And finally, what do you feel you have
learned from and about affiliates during
this whole Grand Privé process? eCOGRA
is a professional business services organization staffed by well qualified people of
integrity, but we are still human.
We were therefore very disappointed at
the hostility and unfounded accusations,
professional slights and doubts about our
capabilities that were bruited about on
affiliate message boards by many posters
who appeared to be ignorant of the facts
and our business record with scores of top
companies in the industry.
In particular the repeated and totally false allegations that we were mere puppets of Microgaming rankled, simply because Microgaming has no more influence on how we carry
out our professional duties than the other
two Founding – and competing – Members.
This sort of allegation is also deeply insulting
to the Independent Directors who exercise
operational control at eCOGRA.
Perhaps affiliates need to take a more considered, informed and less emotional view
of the industry and its component parts
instead of resorting to what are often offensive as well as inaccurate speculation
and statements – in dealing with professionally run businesses, a more disciplined
and balanced approach is in general more
productive.
Partying with
the GPWA
By Vin Narayanan
Prior to this trip to London, I had never been to an online
gaming conference. So when I found out I was attending the
International Gaming Expo and the London Affiliate Conference
on behalf of the GPWA in January, I was excited. I couldn’t
wait to attend the conferences and the legendary online gaming
networking parties. And I wasn’t disappointed. The parties
were fun. But I was also impressed with how much networking
actually happened at the events. What you’ll see in the next few
pages are some of the parties your favorite GPWA members
attended. You’ll be experiencing these parties through my
camera lens (with two exceptions – see if you can spot them!),
so I hope you have as much fun as I did!
Partying with the GPWA
GPWA member Christine, aka “Bonustreak,” helped set this party up
The GPWA’s Michael and Steven Corfman talk shop with AffClub’s Richard Clayton
Poker pro Antonio Esfandiari working hard to promote Victory Poker
Partiers inside Gilgamesh take advantage of the free massages
Steven Corfman and Renée from Rewards Affiliates share a moment
The APCW’s J. Todd and Helene from Rewards Affiliates
Your favorite photographer takes a break with the Cake Network girls
Scotty (Nguyen) being Scotty with Expekt’s Silvia Hoppe
Bodog Becky assumes the throne
GPWA member “Chalkie” and Mrs. “Chalkie” (left) pose for picture with
GPWA member “Chips” and Mrs. “Chips” before the show
Adriaan Brink (left) stops for a picture
“Bonustreak” was also there enjoying the show with PlayShare’s Lawrence Wilson
(right) and Andre Pronk of Villento Affiliates (immediate left)
Steven Corfman (right) decides to rub CWC’s Martyn Beacon’s dome
Club World Casino invited a lot of people to dinner at the Chicago Rib Shack
in London. Here’s what the table looked like
All the waitresses had Bodog tats
SEO guru Bob Rains spins some tunes
Greedy Girl, aka Debbee Silverman, shares some love with Richard
from Bodog (far left) and Lock Casino’s Pete
J. Todd and Chuck Barnett, a member of the Mohawk Internet Technologies
Board of Supervisors, trade some playful jabs
Presentation is a key element of tasty food
Professional dancers were on hand to entertain the crowd
Partygoers let their hair down for their friendly neighborhood photographer
Poker Nordica CEO Mike Eloff mugs for the camera
Top 12 Ways
iGaming Affiliates
Can Earn Money
A dozen profitable paths to success
in the online gaming industry
by Erica Anderson
S
ucceeding in the iGaming affiliate
marketing world can be daunting,
but armed with the right tools, affiliates can thrive and earn considerable
revenue. There are a variety of different affiliate revenue streams. Some affiliates focus
on just one avenue, but most find that combining multiple revenue-generating avenues
can prove more successful, and indeed more
profitable.
This article examines 12 of the most popular
ways that iGaming affiliates can create a lucrative online business, and weighs the pros
and cons of each option.
1
SEO Affiliates
SEO is the practice of optimizing the code
and content of a Web site and building in-
Top 12 Ways iGaming Affiliates Can Earn Money
bound links to improve
the site’s ranking for
specific keywords on
search engines. An SEO
affiliate would build a
site with specific casino
content to drive traffic to
the casino’s site. Whereas a
basic affiliate earns commissions based on casino-themed
banners on his or her site, SEO
affiliates earn commissions
based on casino-themed content. These affiliates understand
that fresh, relevant content is the
key to favorable placement in the
search engines.
Benefit of SEO: The benefits of
using SEO to attract visitors to your
site include (a) it doesn’t cost the affiliate anything to optimize his/her Web
site; (b) these affiliates may not have to
spend as much on paid advertising; (c)
an improved online presence; and (d) enhanced reputation.
25
Disadvantage of SEO: Here are a
couple of things to consider about SEO
that aren’t so great. If time is a factor for
you, seeing the results of your SEO efforts
may be, for lack of a better word, lengthy.
Search engines usually take between 6
and 12 months to rank a site, which is
quite a long time for those looking to see
an immediate ROI on their investment in
SEO. Also, the wait can be even longer,
depending on your keyword. The more
competitive the keyword, the harder it
will be to rank on the top of sites such as
Google and Yahoo! Indeed, some businesses might opt not to invest in SEO at
all if their market is oversaturated. For
keywords such as “travel” or “books,” the
competition is already fierce, and to see
any SEO results whatsoever could literally take years (and years).
2
PPC Affiliates
Pay Per Click, or PPC, has become a very
lucrative means of generating revenue
through affiliate programs. Basically, PPC
advertising is a form of paid advertising
where ads are displayed above and to the
side of organic search results for certain
keywords, and the advertiser pays every
time an ad is clicked. Managing such a
marketing campaign can be very complex
as keywords, bids, click-through rates and
other factors need to be very closely monitored to control spend and maximize ROI.
This has become a very lucrative channel
for affiliates to make money.
Benefit of PPC: The benefits of
using PPC in your affiliate marketing include (a) being able to control
your budget; (b) the ability to target
a specific market; (c) it can be easily
tracked; and (d) brand awareness.
Disadvantage of PPC: Too
many people launch into PPC
without really having a good idea
of how to do it well. It can be
complex, and when approached
the wrong way a budget can be
wiped out quicker than you
can say… PPC. Not knowing
how to bid properly, or what
kind of ads really work, can
be a great disadvantage.
Also, depending on your keyword, you
may be up against some heavy-duty competitors who have already mastered these
skills all too well. Chances are then, unless you spend an absolute fortune on
your PPC advertising, you’re never going
to land the top coveted positions.
3
Bonus Sites
Other affiliates take advantage of the
commissions they are paid on sales to
offer rebates or gifts to their customers.
These incentivized sites build good brand
loyalty and capitalize on the online shoppers’ quest for a bargain. In the case of a
bonus site, players are given gifts, in addition to any gaming winnings.
Benefit of Bonus Sites: Big benefits
of bonus sites are (a) retaining existing
customers: players are getting something
above and beyond their winnings at the
casino or poker room, and have reason to
stick with the site; and (b) attracting new
customers who have the potential of becoming loyal customers.
Disadvantage of Bonus Sites:
If you start out giving your customers
gifts, don’t expect to stop, unless you’re
prepared to lose some of your customers
along the way. Let’s face it; if you gained
a user by giving him or her a gift, and
then take that gift away, chances are your
gift-hunter will find another affiliate that
is willing to offer a bonus — just like you
once were.
4
Loyalty Affiliates
Loyalty affiliates are generally given some
sort of incentive to entice their traffic to
remain loyal. Incentivization, however,
is not necessarily limited to giving players more money to play with. Those who
choose to pursue incentivization can also
do so through other means, such as delivery of exclusive interactive content,
player tourneys and prize giveaways,
which entire communities can be based
on. Players who like to interact with others will keep coming back, reinforcing a
connection with the affiliate’s Web site
and being exposed to new brands that the
affiliate promotes.
Benefit of Loyalty Affiliates: If
you can build up enough of a rapport with
the players who visit your site, they may
take your subsequent recommendations
for new sites to try, signing up through
your affiliate links! The benefit here is
clearly an opportunity for you to increase
your earnings.
Disadvantage of Loyalty Affiliates: Like the bonus affiliate, the loyalty
affiliate has to keep up the hard work. If
your users have come to expect regular
player tournaments and exclusive interactive content, then you have to continue
to live up to your side of the bargain. The
consequences of not doing so would be
similar to the consequences for the bonus
affiliates: losing customers.
5
Rakeback Affiliates
Rake is a set percentage of every pot that
the House, or online poker site, takes as
a commission; it’s how they make their
money. Rakeback is a strategy that’s especially popular among poker affiliates. It
consists of giving players back a percentage of the rake.
Benefit of Rakeback: Nobody likes
to lose, especially when it comes to money. Rakeback offers players a “condolence
prize” or, in this case, a small return on
the money they lost, in the hopes of increasing player loyalty. Many consider
the benefits of rakeback to include (a)
repeat play; (b) higher commissions; and
(c) it gives players the sense that they are
part of a members-only club.
Disadvantage of Rakeback: Others feel that this marketing technique is
actually quite harmful to affiliates and
operators alike. With rakeback affiliates
mixed in with “regular” affiliates, players are sometimes eager to abandon their
existing “regular” accounts to create new
ones through affiliates who will pay them.
For this reason, rakeback is banned with-
Top 12 Ways iGaming Affiliates Can Earn Money
26
a lot of affiliate programs, so as to preserve
relationships with non-rakeback affiliates.
6
Community Affiliates
(Forums)
Community affiliates are those who use
social tactics to engage players and drive
traffic to a given program or product.
Chat rooms and online forums are among
the most common places community affiliates promote online casinos to players.
In the iGaming industry, these online forums have become widely known as player forums, because they cater to gaming
players.
Benefit of Community Affiliates:
Clear benefits of maintaining a chat room
or online forum that caters to gaming
players are (a) building a relationship
with users in the community, which leaves
users with a sense of loyalty; and (b) motivating players to come back to your site
because they are genuinely interested in
the content, discussions with peers, etc.
In the case of (a) or (b) the benefit for
community affiliates is that the players
that they attract will stick with them, and
keep on playing.
Disadvantage of Community Affiliates: If you’re opening up the floor to
commentary, prepare to receive it — and
know that it’s not always pretty. Chat
rooms and forums need to be monitored
closely, and as such, can be quite time
consuming.
7
Blog Affiliates
Blog affiliates are similar to community
affiliates in the sense that the comment
areas on blogs give players a place to express themselves and interact with each
other. As with a forum, content is key to
becoming a successful blog affiliate and
to attracting readers who keep coming
back for more.
Top 12 Ways iGaming Affiliates Can Earn Money
Benefit of Blog Affiliates: Much
like the community affiliate, the benefit
for the blog affiliate is (a) being able to
create a relationship with a reader and
then (b) having the opportunity to turn
those readers into consumers by tastefully incorporating a brand name or link
to a product or service that they think is
cool, different or resourceful.
Disadvantage of Blog Affiliates:
In order to have a successful blog, you’re
going to have to do more than string a couple of words together. You have to be able
to write in a compelling and clear manner,
and keep up this writing style consistently
in regular blog postings. Much to the contrary of the thought that this avenue is
cheap, it can actually be very expensive
since blogging tends to be fairly time consuming, especially for the novice writer.
8
Mobile Affiliates
Mobile affiliate marketing is an emerging
promotion method with potential. Cell
phone use has expanded to include pictures, music, detailed agendas and even
the ability to place online bets.
Research shows that bets placed over mobile phones will rise from under $2 billion
currently to $23 billion by 2011.
Benefit of Mobile Affiliate Marketing: Definite advantages of getting
into mobile affiliate marketing are (a)
having the ability to reach a large audience — on the go; and (b) leveraging that
mobile accessibility to earn more revenue.
Disadvantage of Mobile Affiliate Marketing: When someone’s on
the go, they don’t always have the same
time frame or concentration to allocate
to you that they might have when they’re
stationary. They’re busy getting on and
off a bus, or buying groceries… and can
sometimes only really give you snippets
of their time.
9
Social Media Affiliates
One of the fastest-growing tactics in online marketing is social media marketing.
Social media marketing is about creating
interactive user experiences.
Benefit of Social Media Marketing: Like bloggers and forum-ers, social
media affiliates are creating an environment that allows users to interact with
one another. This can be beneficial to the
affiliate because (a) users feel more like
they’re getting something
and (b) users feel less like
something is being asked of
them.
27
Disadvantage of Social Media
Marketing: Creating content that will
excite people to come back for more can
be time consuming. And really, the job
is never done. Delving into social media
marketing is a daily responsibility. Old, irrelevant content won’t get you far, so staying on top of fresh content and delivering
it in a thought-provoking way are an absolute must.
10
Desktop Widgets
Desktop widgets are virtual tools that provide users with useful information and
provide applications that are available for
download.
Benefit of Desktop Widgets: The
great thing about desktop widgets is that
they (a) engage players even when they
are not on your site; (b) attract new players; and (c) provide real-time updates on
player promotions and the like.
Disadvantage of Desktop Widgets: Many people just don’t like these
widgets, and consider them intrusive.
Even among those who don’t find desktop
widgets to be intrusive, many may simply
forget to use them!
11
E-mail Marketing
An electronic newsletter is one of the oldest and most proven ways to reach out to
your users, and remains an effective medium for reminding users that you still
exist. Like the blog or the forum, content
still remains key. As such, targeting your
newsletter to specific markets (poker, casino, etc.) is important because you can
fill your newsletter with relevant information, special promotions — and basically
stuff that tells your users why they should
take the time to read your newsletter.
Benefit of E-mail Marketing: A
big benefit of sending out a newsletter,
one that is well targeted of course, is that
you can (a) give your readers the sense
that they are part of a special community, and (b) eventually gain your readers’
trust. Both of these elements should help
you increase your bottom line.
Disadvantage of E-mail Marketing: There are two disadvantages to
consider about an e-newsletter: (a) You
have to get users to actually sign up for
the newsletter, or provide you with their
e-mail address, which they may not be
willing to do, and (b) even if you do get
their e-mail address, your newsletter may
not make it through their spam filters, and
your efforts may be lost.
12
Incentivized Traffic
One way gaming affiliates, especially poker affiliates, try to increase player loyalty,
and hence their bottom line, is by offering
players not only cash back (as in rakeback)
but also other incentives such as prizes,
exclusive interactive content and player
tourneys. Like rakeback, it’s pretty controversial and remains prohibited in many
affiliate programs.
Benefit of Incentivized Traffic:
The perception is that offering something
to players translates into (a) repeat play;
(b) higher commissions; (c) player loyalty;
(d) community loyalty; and (e) helping the
player feel like he or she has the privileges
of a members-only club.
Disadvantage of Incentivized Traffic: The existence of incentivized sites can
actually decrease player loyalty, as they
may only attract bonus hunters. As such,
players may abandon their accounts and
look for a better deal.
Erica Anderson
Erica Anderson is an affiliate manager
at Income Access. An integral part of
their affiliate management team, Erica
recruits new affiliates, works with
current affiliates to maximize results
and with merchants to develop the
marketing tools that affiliates need to
successfully convert players.
In terms of rakeback or incentivized traffic, you would do well by first checking out
which affiliate programs allow this, and
then determining if this is something you
want to venture into.
In the end, what works for one gaming
affiliate may not work for another. Depending on how savvy and experienced an
affiliate you are, you may want to opt for
certain revenue streams and leave others
by the wayside.
One of the best approaches to finding out
which revenue stream works for you is
giving some, if not all of them, a try. It also
depends on what kind of person you are. If
you have a flare for writing, and a passion
for online gaming, then the forum, blog or
newsletter avenue might be a rewarding
option, both monetarily and personally.
SEO is really a must-have, and works as a
base to which you can add other revenue
streams, unless, as we mentioned, you are
in a truly oversaturated field.
Top 12 Ways iGaming Affiliates Can Earn Money
28
2010 EVENT CALENDAR
January 2010
For full details, visit gpwa.org/conferences
March 2010
17-19 January
9-11 March
Affiliate Summit West 2010
Rio All-Suite Hotel & Casino
Las Vegas, Nevada
affiliatesummit.com
Asian i-Gaming Congress &
Expo (AiG)
Sofitel Philippine Plaza
Manila, Philippines
aigcongress.com
25-26 January
4th Annual Legal Gaming in
Europe Conference
Millennium Gloucester
Kensington, London, England
24-25 March
bulletbusiness.com/gambling-conference
iGB DownUnder
Star City
Sydney, Australia
igbaffiliate.com
26-28 January
24-25 March
International Gaming Expo (IGE)
Earls Court Exhibition Center
London, United Kingdom
ige-exhibition.com
26-28 January
The Betting Show
Earls Court Exhibition Center
London, United Kingdom
bettingshow.co.uk
28-31 January
London Affiliate Conference (LAC)
Old Billingsgate
London, United Kingdom
londonaffiliateconference.com
February 2010
23-25 February
iGaming Asia Congress & Expo
Grand Hyatt
City of Dreams, Macao
igamingasiacongress.com
World Gambling Briefing
(WGB)
Malta
clariongaming.com
26-28 March
IPEX – International Poker
Exhibition
Expo XXI Hall
Cologne, Germany
ipex-koeln.com
April 2010
12-14 April
I-Gaming Forum
Grand Hotel
Stockholm, Sweden
i-gamingforum.com
15-16 April
CAC Amsterdam
NH Grand Krasnapolsky
Amsterdam, The Netherlands
cac2010.com
28-30 April
iGaming 360
Madrid, Spain
igaming360.com
May 2010
12-13 May
Global Interactive Gaming
Summit & Expo (GiGSE)
Location TBD
gigse.com
2010 Event Calendar
25-28 May
iGaming Super Show
The Prague Fairground
Exhibition Centre
Prague, Czech Republic
igamingsupershow.com
November 2010
16-18 November
Global Gaming Expo (G2E)
Las Vegas Convention Center
Las Vegas, Nevada USA
globalgamingexpo.com
June 2010
8-9 June
5th Annual Online Bingo
Summit & Awards
London, England
bulletbusiness.com/bingo
August 2010
15-17 August
Affiliate Summit East
Hilton New York
New York, New York USA
affiliatesummit.com
27-30 August
CBG Affiliate Weekend
Toronto, Ontario, Canada
cbgaffiliateweekend.com
September 2010
1-2 September
Latin American iGaming
Congress (LAiG)
Uruguay
clariongaming.com
iGB España
Hotel Hesperia
Madrid, Spain
igbespana.com
October 2010
19-21 October
European iGaming Congress &
Expo (EiG)
Bella Center
Copenhagen, Denmark
eigexpo.com
Budapest Affiliate Conference
SYMA
Budapest, Hungary
budapestaffiliateconference.com
Clip & Save
Everyon
e goes
for FRE
E
FH7=K;
For the first time ever affiliates, vendors, media, operators and regulators will meet
at one event under one roof.
The show will be completely free of charge for all attendees, and will include multiple
networking events, high level conference streams, the biggest exhibition the industry
has ever seen and of course amazing parties.
For information on booking a hotel, booking a stand, or booking a meeting room
www.igamingsupershow.com or [email protected]
Organised by
Supported by
PRAGUE: 25th - 28th MAY 2010
www.iGamingSuperShow.com
30
Poker Affiliate Tips for Success in 2010
How to prosper in an increasingly competitive
environment — especially if you’re a new affiliate
By Jeremy Enke
Well, it’s that time of year again when
poker affiliates begin chipping away at
their 2010 goals. The first quarter of the
year has always been an exciting time for
me. It represents the beginning of a new
yearly journey through the poker affiliate
industry. It’s a time to plan new promotions, Web sites and ideas. Likewise the
beginning of the year is a great time to
analyze what worked and what did not
during the previous year.
2010 presents a whole new set of challenges to poker affiliates, especially new
poker affiliates. Back in the beginning of
poker affiliate marketing, it was easy to
enter the industry and to turn a profit in
no time. Now, however, the competition
intensifies every year, and it is becoming
increasingly difficult to fast-track your
success as a poker affiliate.
In order to achieve success as a new poker
affiliate in the coming year, you will need
to think outside the box, and be willing to
put in a lot of hours. It would be impossible to give a blueprint for becoming a
successful poker affiliate in just one article, but the best advice I would give is to
learn from others and surround yourself
with other successful poker affiliates. The
best way to accomplish this is by being active in industry forums such as PAL and
GPWA. These communities are filled with
a wealth of information for new affiliates.
I would suggest every new affiliate spend
a few weeks in these forums just learning and absorbing information. Likewise,
reach out to some of the seasoned affiliates and start a dialogue. You’d be amazed
at how many superaffiliates are willing to
mentor and help out new affiliates coming into the industry. All you have to do
is ask!
But to get you jump-started with affiliate tips right here, right now, we went to
some of the most knowledgeable poker
Poker Affiliate Tips for Success in 2010
affiliates and PAL members in the industry and asked for their words of wisdom.
Here is what they had to say:
“Pick a small niche and aim to dominate
it before starting any other projects.”
– MJ
“Have a network of affiliates to rely on for
help – people who can push you in the
right direction – and make sure your hard
work is going towards something profitable.”
– Addz123
“Don’t expect to earn any money the first
few months; you really have to be patient.
Work hard like in any other business and
you can succeed.”
– Newjabber
Read everything you can get your hands
on. Every day I am approached by new
affiliates. Many of them have gone out
and bought Web sites that they don’t understand. They don’t know how to make
a link, or what to write on their new site.
They’re perfectly clueless, with nothing on
their Web site but a link to a poker room.
The best thing new poker affiliates can
do for themselves is READ.
Once you’re done reading, start writing. Try for one great article a day. Create new tools if you can code, collect
great copy, build a place where you’d
dwell as a player, and then begin to
learn about calls to action.
– LadyHoldem
“Put a lot of effort into a few rooms
rather than a little effort into a lot of
rooms.”
– Chalkie
“With all the poker portals out there,
there is still a ton
of room for truly
unique content
to be created. Focusing on unique
content can be
your
quickest
way to success in
the poker affiliate
industry.”
– KevinMcC69
“Set up realistic
short-term goals,
identify the tasks
needed to accomplish them,
set timeframes
and stick to your
plan.”
– MPC
there is a big difference between a gardener and a farmer. The same is true
for beginning poker affiliates versus
superaffiliates. The gardener is a oneman show with a single plot where he
plants his seeds, watches them grow
and enjoys the fruits of his labor. The
farmer, on the other hand, has either
one gigantic tract, or several spread
out across different areas. He also has
staff members who help him run the
tractors and other heavy equipment
needed to plant, cultivate and harvest
his crops. In return, the farmer enjoys a much larger harvest at the end
of the season than the gardener does.
Likewise, his efforts yield considerably
more profit.
You’d be
amazed at
how many
superaffiliates
are willing to
mentor new
affiliates. All
you have to
do is ask!
One of the most
resounding comments I hear
from new or aspiring poker affiliates is that posting in
forums or opening up a dialogue with
other poker affiliates can be intimidating. At times it certainly can be, but
always keep in mind that every poker
affiliate started out the same as you.
Forming relationships with others who
are already successful in the industry
can be the difference between success
and failure for a new poker affiliate.
I’ll use gardening as an analogy. Gardening around the world varies dramatically. There are hundreds of different ways to grow a garden, and even
with only a little bit of effort almost
everything will grow. But as you know,
The point being
made here is that
you can’t become
a farmer without
first learning how
to grow a simple
garden.
The good news
is that poker affiliate
marketing is not rocket
science. In fact,
it’s actually quite
simple if you first
learn the fundamentals and are
willing to put in
the time. I have
never met a poker affiliate who
honestly makes
a 110% effort and
still can’t see a
good profit each month.
Online poker continues to see explosive growth throughout the world,
especially in some of the emerging
European markets. I would argue that
there has never been a better time to
become a poker affiliate. If you let creativity guide you and put in the effort,
the sky is the limit on your poker affiliate earnings in 2010 and beyond!
Jermy Enke
Jeremy Enke is the CEO
of Poker Affliate Listings
(PokerAffiliateListings.com).
Jeremy has dedicated over
six years to the poker affiliate
market, with an overall mission
throughout this time of helping
affiliate marketers reach their
full potential and become more
successful in this terrific industry.
Jeremy has been involved in the
poker affiliate industry since
2003. Founding the world’s
largest poker affiliate community,
followed by the world’s largest
poker affiliate network, Jeremy
likes to refer to himself as a
self-proclaimed Certified Baller.
Jeremy’s sense of humor and
entrepreneurial spirit are second
to none.
32
NEWS ANALYSIS
ONLINE POKER IN CALIFORNIA –
CAN THE GOLDEN STATE GET IT DONE?
By Vin Narayanan
O
n February 9 of this year, the California Senate Governmental Organization Committee held an informational
hearing on Internet poker and three facts
clearly emerged from the full-day session:
1. California’s budget problems are so
severe that legislators are seriously
considering online poker as a potential
new revenue stream.
2. There are huge political and legal
hurdles that need to be cleared before
regulated online poker becomes a reality in California.
3. The online gambling industry is positively salivating at the opportunity to
break into the California market.
State Sen. Roderick Wright, who chairs
the committee that held the hearing, noted in his introductory remarks that there
wasn’t an active bill regarding Internet
poker.
“The purpose of the hearing today is to establish a framework with which the legislature can look at Internet poker,” Wright
said. “This is not for or against anybody’s
ideas. This is not about anybody’s proposal,” Wright added. “We’re trying to
identify what would be the best course of
action for the state of California. We’re
trying to educate ourselves as to what
makes sense.”
Sunderland, head of business intelligence
at the Swedish Gaming Board.
mittee that players would indeed embrace
regulation.
Andrewes had no doubt a regulated online poker market in California would
thrive. “Why would people come off the
illegal sites to play legal sites?” said Andrewes, restating a question asked earlier
by a legislator. “[Because] players want to
play on regulated sites. They want to play
where they can find the trust and share
the trust.”
“If you make a legal alternative attractive,
it increases the market,” Eadington said.
“Players have demonstrated a preference
for legal forms of gambling over illegal or
gray forms of gambling.”
Barry was even more bullish about the
prospects of online poker in California.
There is “a very significant pent-up demand,” Barry said. “Based on research
from GBGC [Global Betting and Gaming
Consultants], the California
online poker market will be
$150 to $200 million within
three years,” Barry said.
“California can have a significant license fee, one larger
than Italy,” Barry added.
“[You] can easily charge single digit millions and a have a
higher surcharge than France
– around 5 to 7 percent – because the operators want access to the U.S. market.”
“Another state will
eventually do this, and if
California hasn’t, that’s
where all the operators
will go to set up jobs.”
“Whatever we end up doing will end up
in court, so clearly Judge Wapner will be
deciding this,” Wright added.
Barry also said online poker could bring
jobs to California if it acted quickly. “It’s a
unique opportunity to become the center
of excellence for online poker, not only in
California, but worldwide,” he said. “Another state will eventually do this, and if
California hasn’t, that’s where all the operators will go to set up jobs.”
While Wright joked about the potential
legal battles surrounding online poker
(more on that later), he was quite serious about the educational purpose of
the hearing. Among the people invited to
testify at the hearing were Ed Andrewes,
managing director of eGaming for Ladbrokes, Paddy Power’s Cormac Barry, former Tain CEO Roberto Savio and Jonas
The committee received independent confirmation of the likely growth and size of
the California online poker market from
William Eadington, a professor of economics at the University of Nevada, Reno and
Simon Holliday of H2 Gambling Capital.
Holliday said California has about a
$200-million market for regulated online
poker. And Eadington assured the com-
Online Poker in California
Eadington recommended that California issue three licenses for online poker,
while veteran gaming law expert Frank
Catania suggested that the open market
should determine how many licensees
were available in California.
“Companies should apply for licenses and
licenses should be issued,” Catania said.
“And it should be well regulated. Internet
– Cormac Barry, Paddy Power
poker that comes from other places like
Isle of Man do very well, and it will do
very well here.”
While it’s heartening that the committee
received such strong pro-Internet poker
testimony, most of the witnesses made
it quite clear that regulation would only
happen if the “exclusivity” issues were
sorted out. What exclusivity issues, you
ask? Well, here it is in a nutshell...
When the Native American tribes negotiated agreements – called compacts – with
the state of California that allowed them
to build casinos, one of the clauses that
was part of the compacts gave tribes exclusive rights to offer gambling devices.
33
That meant that while the state could authorize card rooms to offer poker – and
there are many state-authorized poker
rooms in California – it could not license
any gaming establishment to offer slot
machines, or any other form of gambling
that involves gambling devices.
This exclusivity right is why Indian casinos in California pay a substantial sum of
money – one witness estimated it at $365
million a year – to state coffers. And if the
exclusivity right is ever violated, the casinos will not have to pay that money to
the state.
So the legal argument surrounding online
poker is whether it relies on gambling devices, which violate the exclusivity clause.
The legislative counsel for the California
assembly doesn’t think so, according to
Wright. Neither does George Forman, a
lawyer associated with the Morongo tribe,
which wants to bring regulated online
poker to California.
“Tribes have no exclusivity with respect
to poker,” Forman said. “It is lawful in
California for California and the legislature can offer it.”
“The constitution allows slot machines
and banked/percentage games only on
tribal games,” added Forman. “Poker is
not a banked or percentage game. [The]
compact defines a gaming device as a
slot machine. A slot machine is a banked
game, or a house game. In online poker
there is no gaming device. The only thing
that Web site servers do is shuffle and
deal the cards. They don’t play against
the machine or play against the house. I
don’t think there is an intellectually defensible legal argument that online poker
could constitute a breach of the exclusivity laws.”
Not surprisingly, Forman’s opinion was
vigorously contested by other Native
American tribes who absolutely do not
want California to regulate online poker.
Leslie Lohse, the chairwoman of the California Tribal Business Alliance, said there
was no doubt that “Internet connected
devices” for poker were a clear violation
of the compacts.
“Terms of the compact clearly define gaming devices, which clearly includes poker
on Internet connected devices.... The only
thing that matters is the electronic device
allows the player to connect and place a
bet.”
Lohse also made it perfectly clear what
would happen if California moved forward with plans to license online poker.
“Tribes are paying the state $1 million
a day,” Lohse said. “If non-Indian businesses offer gaming devices, the tribes
will stop making payments.”
“Your time is better spent looking in other
directions to address the budgetary issues
of the state of California,”
Lohse added.
Lohse wasn’t the only Native American representative who bluntly opposed licensing online
poker.
“Internet poker is a
game changer,” said
Mark Macarro, chairman of the Pechanga.
“We know we tried
to insulate ourselves
from this very thing by
signing a 20-year compact. Maybe in another
20 years we can talk
about this if there are no
more exclusivity issues.”
Wright, for his part, was
not content to let this argument stand. “This isn’t about
whether we should allow Internet poker,” Wright said.
“That ship has sailed.”
Yee said. “But... as a nation, you can’t turn
a blind eye to the fact we’re cutting child
care and education. We’ve got a job to do
and that is to take care of the people of
California.”
And that, in essence, is the political problem. The Native American tribes are big
players in California politics. And the U.S.
has a pretty poor history in terms of dealing with them. Deals, treaties and agreements have been continuously and capriciously broken by American governments,
so honoring a treaty — and not changing
it midstream — is a very big deal.
“It’s about making agreements and honoring commitments,” Lohse said. “The
ink is not even dry on the last two compacts signed.”
The Native American
tribes have a lot of
money to spend on
political campaigns.
So legislators will think
twice before crossing
them. Combine that with
the potential legal challenges online poker could
present and you get an environment in which it could
be tough to get votes for an
online poker measure.
Online poker might be
coming to California.
But it’s not going to
get there without
a fight. And this
fight will be unlike any the
industry has
ever seen
before.
“This is about what we should
do now. Should we do nothing?”
Wright asked.
“Yes. We should do nothing,” Macarro said. “It’s not possible due to the
exclusivity agreements the state made
with the Tribe.”
At this point, State Sen. Leland Yee
jumped into the fray. “A contract is a contract and an agreement is an agreement,”
Online Poker in California
S
o here I am for the fifth year with approximately the 10th version of Top
Tips (updates included). It took me
awhile to compile them because as time
goes by you – my audience – become more
educated, and recommending something
that hasn’t already been said is difficult.
Therefore, this time around I’ve decided
to mix in some questionable techniques
(which of course I do not condone) with
some still fairly unknown or underutilized
white-hat information, along with one or
two tips that consolidate several basic but
important techniques that I have talked
about in the past.
I decided to do this because practically every day I speak with people who have read
my stuff for years but have yet to implement
any of it. We also have many readers who
are new webmasters or affiliates and as such
will benefit from seeing that the small stuff
is just as important as the big stuff.
More importantly I want to present these
techniques step by step so that anyone can
implement them, even without knowing a
word of code.
Once again I must emphasize that I am
simply a conduit for the information that
follows. I do not condone in any way the
use of these techniques – some in fact are
dangerous – or the use of some of the software that I will mention.
because everything from page size, site
size, the number of other links, the quality of the links, the relevancy of the site
and various other factors affects what a
link is actually worth. Then of course you
have to deal with things like checking the
integrity of the link: is it still intact, or
does it even still exist? There are dozens
of tools available that were built just for
dealing with these issues.
Now that being said, let’s get going!
Links — I thought I’d take the
bull by the horns from the start.
I have a lot to say about links,
and since at least half of the questions I
get in the forums, at conferences and
from clients are about links, I’m guessing
they’re what interest you the most.
1
Google has said over and over not to
buy links. If you have bought them, then
you’ve probably taken a hit or two, depending on your techniques. Determining which links to buy and where to buy
them has always been a bit speculative
So what do you do? I had a look at all the
different methods available and discovered that several are still effective (e.g.,
blog posting, blog rolls, establishing forum links, using Yahoo! Answers and so
on). In the end, what I’ve found is that
the clear winner for my money is going
out there, doing one’s homework, negotiating and then actually buying sites. If
I own a site then I also own the content,
and more importantly the links I’ll put
into the existing content. I’m looking for
related content or a Web site with a silo
of related content from which I can take
existing keyword phrases and change
them into hyperlinks.
37
Online Gaming12Stories
Top Secret
of theSEO
Decade
Tips
38
I usually look at the overall spend on
“sponsorship – wink, wink” x 18, in order
to establish a maximum offer. So if the total amount the client is spending on links
is £1000 per month, I look to buy a site
for up to £18k. Anyone who has looked at
brokerages that sell sites knows that £5k,
let alone £18k, can buy you a lot. Take into
account the money saved on maintaining
purchased “sponsorship” dues versus your
campaign expectations. Outside of hosting and domain renewal expenses you will
own the links free and clear forever – they
will never expire.
There are a few other factors to look
at and actions to take before buying
a site:
► Domain age – 2 years minimum unless
other factors outweigh this factor.
f HOT TIP – By translating a page
using any of the search engine translators (usually in the toolbar they offer)
on your existing page you essentially
create a new page of related content
(with links back to your site, of course)
and a new URL is created. This is a live
page! And it is linked to from the search
engines/authority sites. According to
a colleague of mine (Rob Kerry, a.k.a.
EvilGreenMonkey) it’s a technique that
works well with Yahoo! and MSN.
Blog/Forum Posting — I still
believe in the old-fashioned
way of manually posting to 20+
blogs two or three times each week and establishing good-member status on 12 to 15
forums and posting on those forums two
or three times a week.
3
► Page rank – yes, it does matter when
buying a site because it represents GTrust.
► Number of existing back links.
► Quality of those back links, and whether
they link to any deep pages.
► How many pages are indexed with
Google?
► Install McAfee SiteAdvisor on your
computer. It will flag any bad history issues, malware or any one of many other
problems a link may have.
► Other considerations include host loca-
tion vs. target location, the number of
domain registrants, DMOZ listing and
rankings. If it’s a forum, the number
of active members and recent posts are
important.
Auto Posting & Spinning for
Content – Progressing from tip
#1, we will now use these forums,
blogs and Web sites to start building regular content. There are several great pieces
of software that can help with this, but two
of the best are SEnuke and ArticleSpinner.
org. In short, once setup with basic logins
and passwords is complete, you can populate your sites with unique content – even
if it’s really just variations of other content
you own – and do it all automatically.
2
12 Top Secret SEO Tips
If you’re considering operating your own
forum or blog, you should be warned that
there are some really evil and malicious
types looking to take advantage of you.
XRumer is a tool that spammers who
know just a bit about basic coding can use
to create thousands of blogs automatically.
I DO NOT CONDONE OR ENDORSE
THE USE OF THIS TOOL FOR FORUM
AND BLOG SPAMMING. IT HURTS LEGITMATE SITES LIKE THE GPWA. BUT
KNOWING WHAT SOME UNETHICAL
WEBMASTERS ARE DOING MAY HELP
TO ANSWER A FEW QUESTIONS FOR
YOU.
XRumer is a Windows program that posts
forum content with the aim of boosting search engine rankings. It has been
claimed that the program is able to bypass
techniques commonly used by many Web
sites to deter automated spam, such as account registration, CAPTCHAs and email
activation before posting. The program
utilizes a database of known open proxies
in an attempt to make it more difficult for
administrators to block posts.
XRumer can also evade the suspicions of
forum administrators by first registering to
make a post in the form of a question which
mentions the spam product (“Where can I
get...?”), before registering another account
to post a spam link which mentions the
product. The side effect of these innocent-
looking posts is that helpful forum visitors
searching on a search engine (e.g., Google)
for the product may themselves post a link
to help out, thus bolstering the product’s
Google stats without running afoul of forum posting policies.
The latest version of XRumer can defeat
CAPTCHAs of Hotmail and Gmail. This
enables the software to create accounts
with these free email services, which are
used to register in forums that it posts to.
These are practices that black hats have
been utilizing for some time, but until now
PHP skills were necessary to use them.
Below is a list of dofollow forums:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
forums.digitalpoint.com
vuju.com/
checkthisup.com
sitepoint.com/forums
thewebmasterforum.net
webmasterforums.com
allcoolforum.com
warriorforum.com
forums.webicy.com
thehyipforum.com
webmasterforumsonline.com
webmasters.am/forum
webmasterforums.net
devhunters.com
webmaster-forum.net
geekvillage.com/forums
zymic.com/forum
webmastershelp.com
webmasterdesk.org
webmasterground.com
developers.evrsoft.com/forum
websitebabble.com
elancetalk.com
talkingcity.com
australianwebmaster.com
wtricks.com
forums.webzonetalk.com
htmlforums.com
searchbliss.com/forum
webmasterize.com
webmasterserve.com
freehostforum.com
seorefugee.com/forums
cre8asiteforums.com/forums
forums.seo.ph
forums.delphiforums.com
39
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
49.
50.
51.
52.
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
85.
86.
87.
web-mastery.net
webworkshop.net/seoforum/index.php
webproworld.com
bzimage.org
v7n.com/forums
dnforum.com
webcosmoforums.com
forums.webicy.com
forum.hittail.com/phpbb2/index.php
affiliateseeking.com/forums
siteownersforums.com/index.php
webmaster-forums.net
geekpoint.net
smallbusinessforums.org
forums.ukwebmasterworld.com
experienceadvertising.com/forum
opensourcephoto.net/forum
forums.seochat.com
forums.searchenginewatch.com
ihelpyou.com/forums
dishnews.medianetwork.co.in/yabb2/yabb.pl
businesss-forum.com
9mb.com
acapella.harmony-central.com/forums
forums.seroundtable.com
submitexpress.com/bbs
webmaster-talk.com
forums.comicbookresources.com
clicks.ws/forum/index.php
acorndomains.co.uk
forums.onlinebookclub.org
ableton.com/forum
davidcastle.org/bb
webtalkforums.com
bloggapedia.com/forum
bloggertalk.com/forum.php
paymentprocessing.cc
directoryjunction.com/forums
internetmarketingforums.net
lex224.com/forums/index.php
forum.joomla.org
forum.mambo-foundation.org/index.php
simplemachines.org/community/index.php
namepros.com/index.php
loanofficerforum.com/forum
iq69.com/forums
forum.hot4s.com.au
forums.mysql.com
forums.amd.com/forum
forums.cnet.com
seotalk.medianetwork.co.in
88.
89.
90.
91.
92.
93.
94.
95.
96.
97.
98.
99.
computerbb.org
forum.vbulletinsetup.com
irishwebmasterforum.com
app-developers.com
forums.stuffdaily.com
forums.seo.com
webdigity.com
inboundlinksforum.com
forums.gentoo.org
ubuntuforums.org
forum.textpattern.com
startups.co.uk/6678842908486596004/forums.
html
100. softwarecommunity.intel.com/isn/community/
en-us/forums
RSS Feeds for Building
Free Links – This is a little
sneaky one I use to counteract
black-hat activity. You create RSS feeds
to supply information on site updates, increase traffic to your site and place links in
your content that will be republished and
provide free links back to your site. Using
the scraping technique mentioned above,
black-hat SEOs would search out RSS
feeds and build a database with the content for future use, spin the content and
reuse it or just republish the content. In
all cases they would insert their own links.
They build programs or plug-ins (such as
the WordPress All in One SEO plug-in)
and these will take any chosen word or
phrase, search through the content and
when found change the code to make it a
link to their chosen site.
4
There are many other ways this method
can be used, but you get the basic idea.
SEOs need to do this automatically, making rolling URLs and Web sites quickly
enough to beat the spam-bots for a few
weeks, for this technique to pay off. Most,
however, don’t have the time to clean
everything up properly, so your links remain.
Publishing the URL of your RSS feed on
the many different sites that list these (e.g.,
FeedBurner) will insure a nice number of
scrapers posting your links to their sites.
I guess the first criticism of this would
be that they will put you on Viagra sites
– well, even if they do I haven’t seen this
particular method draw penalties when I
messed around with it. But remember – I
don’t condone or endorse these programs
or techniques.
Here are some simple steps to get
started with RSS:
► Set up a FeedBurner account to allow
your feed to be consumed by others.
► Share your feed on your various social
networking profiles. Many social networking sites have the ability to consume and display your RSS feed to your
friends, followers and fans.
► Submit your feed to multiple RSS sub-
mission directories (do a search for RSS
submission for some options).
► Here’s a starter list for you of where to
submit your RSS feeds:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
feedmil.com/addfeed.jsp
feedest.com
feedlisting.com/submit.php
feedgy.com/Submit.aspx
feedlisting.com/submit.php
feedbees.com/add.php
rssmountain.com/submit_anonym.php
feedsee.com/submit.html
feedfury.com/submit
rssmicro.com/FeedRank/?Fe...com%2frss.aspx
millionrss.com/add-my-feed.php
rss-network.com
goldenfeed.com/AddFeed.aspx
rssmad.com/index.php
feedbomb.com/
plazoo.com
rss-feeds-directory.com
Webmaster Central Tools
– Google – I have always included Google WMC in each of
my annual Top 12 SEO Tips because every
year they come out with more tools that
make my life easier. I have never subscribed to the theory that associating your
Web site with any of Google’s tools would
give things away to Google that you might
not want them to know. I’m sorry, but I’ve
dealt with them for years from one end of
the spectrum to the other; from SEO to
PPC on every one of my clients, past and
present, and have never seen any adverse
effects to installing Analytics on a site. I
also believe it’s ridiculous to think Google
has the time or resources to analyze.
5
12 Top Secret SEO Tips
40
In fact, depending on how you choose to
read into it, Google’s Matt Cutts himself
has said that Google does look at some of
the elements that Google Analytics and
Webmaster Central Tools provide in order
to rank a site more accurately. Things like
clickthrough rates and time on site. Google
has also stated recently that load time will
become a more important ranking factor.
So I guess the next reasonable question is,
if they admit to using the information for
positive ranking considerations, what’s to
say they aren’t using it for negative ranking considerations?
We all have our theories but I personally believe that 99.9 percent of anything
Google would use this information for
is automated and unless you are doing
things you shouldn’t be doing, you will
not throw up any red flags to prompt further investigation by a human editor.
With that addressed, let’s take a look at
their tools and what we use them for.
Health Checks
► Robots.txt – these tell ALL the bots
where to go and where not to go if you
have admin or member files you don’t
want indexed.
► XML Sitemaps – these (and I make in-
dividual ones for data files, pic files, pdf
files, doc files, etc.) tell the bots the files
you do want indexed and where they
are.
► Internal Links – these let you know if
you are cross-linked, which may confuse the bots or split influence between
two similar pages.
► External Links – these tell you who is
linked to you. Helpful in optimizing
anchor text and bad links pointing to
nonexistent pages.
► Crawl Errors – these advise you of
any crawl errors Google finds, such
as broken links or orphaned links.
Note: I have seen in some cases a Web
site that has reformatted URLs or has
been rebuilt and neglected or missed
using 301 redirects, and using this tool
have found hundreds of links pointing
nowhere (404 error pages). Once this
issue was addressed, the site gained the
value of these links and subsequently
better rankings.
12 Top Secret SEO Tips
Geotargeting isn’t for the
faint of heart, the lazy or
Web site owners who aren’t
ready to do the extra work
to get their piece of the pie.
► Top Queries – these show the top
queries to your site, which allows you
to improve specific landing pages for
quick wins or target terms that have
good existing rankings so that you can
build new silos or pages to further enhance positions and traffic.
► Associate Domains – An extremely
easy quick win if you have WMC set-up
(this takes five minutes). Go to WMC
and choose which domain you want as
your primary (www or http). The benefit of this is that currently Google sees
each as individual pages. Links that you
have pointed at your URL may have
both, and you are losing the full benefit
of your back links. You can accomplish
this with a 301 but if you don’t know
coding this is just as effective.
► Geotargeting – I’m going to cover this
in greater detail in number 6 because
it’s actually a huge change in the last 12
months for anyone outside the States
and can be a fantastic advantage to a
site with a global market, but for now
I’ll just explain what it does. Geographical targeting (selection) in WMC allows
you to target a specific region. So if you
want to target England, just West Yorkshire, or just Leeds itself, geographical
targeting allows you to do just that. Be
careful not to over-filter your target
market region as this setting may or
may not affect your rankings. Test it
out before integrating it permanently.
Geographical Targeting &
Subdomains – (Advanced
Geotargeting) – This isn’t
for the faint of heart, the lazy or Web site
owners who aren’t ready to do the extra
work to get their piece of the pie.
6
Using Geotargeting for Language
and Regional Targeting
The various ways that people search and
the results the search engines are delivering are evolving rapidly. Smarter queries
and more complex algorithms mean that
you need to use various techniques to be
sure you are showing up in the results.
Local search, advanced search, regional
search and language-based searches are
some of the filters an end-user or a search
engine can use in determining who shows
up, when they show up and where they
show up.
Geotargeting is one tool Google has refined and one that you can manipulate to a
point in order to increase saturation in any
market. Beyond the obvious on-page considerations, different searches will deliver
(in most cases) a different set of results.
The results can differ greatly depending on several considerations:
1. The IP of the end-user
2. The server location of the Web site
3. Any geographically targeted settings in
Webmaster Central
41
4. The relationship between the search
filters and the resulting web pages (i.e.,
Did they search for Pages from [region]
or Pages in [language]?)
5. Whether the end-user is searching a different extension than the defaulted engine (they manually enter Google.com
searching for U.S. or English results in
a non-U.S. region)
The other elements that will affect
rankings will be back links:
1. Are the links from a TLD that matches
the destination URL (i.e., .nl linking to
a .nl Web site)?
2. Is the IP linking website located in the
same region as the linked URL?
3. Page rank, linking anchor text, additional outbound links on the page linking to you
4. On-page relevancy
5. Language-based meta-tags
What you need to consider are:
1. Your target market.
2. Whether you need or don’t need geographical targeting.
How & When to Use Geographical
Targeting
For example, if your secondary traffic source
is Germany and you have a high bounce
rate, start with a language-based subdirectory, then maybe move on to creating a subdomain, hosting it in Germany, and then set
the geographical targeting to Germany in
Webmaster Central. Then go back and start
all over again using the region that has the
next-highest contribution.
Here’s what to do if you wish to:
Important Things to Remember!
3. Whether you need language-based subdomains or subdirectories.
4. Whether you should move hosting.
5. Whether you can afford to do it all.
Geographically target a region?
1. Create a subdomain or a subdirectory in
the native language and use Webmaster
Central to geographically target it.
2. Host the subdomain on a server in the native region and use geographical targeting.
6. Everything in the above 5 items relating
to the linking Web site/page
3. Build back links from similar TLDs.
Any one of these elements can give you an
edge over your competition.
Target a specific language?
Searching any of Google’s (non-U.S.) datasets will generally return a variety of Web
sites when no language or location filter
is selected. These can include internal
pages in a Web site, subdirectories (www.
yoursite.com/french), subdomains (www.
french.yoursite.com) and various TLDs
(top level domains like .com and .nl). All
11 of the above factors are present (but not
exclusive) in the automatic algorithm.
The problem is that no one really knows
which approach is best, or which algorithmic attribute is the most effective, so what
can we do with this?
What we want to do is to look at the existing results using the available search
filters, and the existing Web sites that are
ranking high and determine what the best
strategy for your Web site is. This takes
deep-page analysis of your competitors.
The important thing to note is that there is
a hierarchy between one and the other in
terms of which is the best solution. Every
Web site has its own individual solution
based on demographics, site mechanics
and available resources.
You can start with subdomains. Look at your
log files to determine where the current traffic is coming from to tell you what to do first.
Bounce rates can also tell you a lot.
► To target a language using only subdirec-
tories do not use geographic targeting.
► You can target a language with both sub-
domains and subdirectories, but if you
have a top-level TLD (.com) use subdirectories versus subdomains.
► You can use Google geographical target-
ing on subdomains and subdirectories.
► Your title should be in the native language
1. Create a subdirectory in the native language (i.e., www.yoursite.com/nl/).
2. Build back links from same language
Web sites.
3. Do not use geographical targeting.
and/or use regional slang terms where
they apply.
► Use language-based meta-tags whenever
targeting language-based searches.
► Host subdomains that are for geographi-
cal targeting in the target region.
► When you implement the subdomain
The reason that you do not want to use
geographical targeting along with a language-based strategy is that if the end-user
searches in the native language on Google.
com, a site using content in that language
will be stronger than the same site with
geographical targeting in place. (This isn’t
dependent on whether you use subdirectories or subdomains unless you hosted
the subdomain in the target region.)
The answer for me is that I want it all...
and NOW!!
I’ve recently had subdomains rank with
geographical targeting turned on and
in the native language rank top 10 in 6
weeks. I’ve had brand-new Web sites with
the appropriate TLDs (ie.,.nl, .de and .es)
show up in 8 weeks. I’ve even had a .com
hosted in the U.S. without geographical
targeting show up in the top 10 results for
“Hollywood” terms when they had never
been in results in the U.K.
strategy, link to it from the original Web
site.
► Create new sitemaps for each subdo-
main.
► When creating meta-tags and content be
sure to use the native idiom. (If you sold
pants in the U.S., in the U.K. pants are
referred to as trousers. Sweaters are referred to as jumpers.)
► Get back links from same TLDs (get a
.nl link to your .nl site in the native language).
► If you have a TLD (e.g., .nl or .de) do not
use geographical targeting. These domains are already associated with its designated region.
Online Gaming12Stories
Top Secret
of theSEO
Decade
Tips
42
f HOT TIP – In the past when you
moved domains to a new host (or in
this case subdomains) it could take up
to a week. Google WMC now has a tool
that makes this almost instantaneous.
Just get your “A” address, move your
content and any redirects from the parent site. (Remember, linking to the new
subdomain from your parent site will
pass nearly 100% of the PR, trust and
authority, even though it’s seen and
treated as a stand-alone Web site.)
In a nutshell, I recommend that if you
already have an existing Web site with a
TLD such as a .com or .cu.uk, and they are
your target market, do not use the geographical targeting option. Start building
subdirectories using the top native language determined by looking at Google
Analytics or your log files. Identify your
top referrer language. If the languages
are close, as it the case with the U.S.,
U.K., New Zealand and Australia, use the
native idiom in the title, meta-tags and
content. Build a new xml site map and
manually submit it through all the main
search engines.
The next step is to create a subdomain
and get it hosted in the region that you
are targeting. Build content in the native
language, submit it and set up the geographical target in Webmaster Central.
By implementing this strategy, you will
have a significant advantage over most of
your competition (or a little less after this
article is released).
Whether the search is initiated in the region
or outside the region, whether your site is
located in the region or just hosted there, or
even if someone searches in the native language or manually enters a specific Google
engine like Google.com.mx or Google.es,
you will have improved saturation.
Canonicalization – Because
of development issues, server
settings, programming platforms and even natural site progression
a site may have multiple versions of a
homepage, or even an entire site. Let’s say
you upgraded your site from an html site
to a php site. Many times the crossover
pages are left on the server and are crawlable to the robots. These present several
7
12 Top Secret SEO Tips
I know I’m going to catch a
bit of flak from colleagues
for releasing some of this
information — I seem to be
good at doing that — but in
the end it’s about sharing
information and passing it
forward.
issues, two of the most serious being that
you may have the same content and the
new page never gets indexed, or links back
to you may be to different versions.
I’ve seen a Web site that
had eight individual and
crawlable versions of the
homepage live at the same time.
This can reduce the strength of your
page. (Ever see a site that has a lower homepage PR than an internal
page?) The simplest and least painful
way to fix this is with 301 redirects.
8
9
Other Important Factors
1. Alt Attributes and Titles in Images
– Use alt attributes on images to preserve content integrity while providing
internal links for ranking factor. Using
the alt attribute in images allows you to
reinforce topical relevance with the on-
page, text-based content to improve a
page’s relevance score.
2. Anchor Text Optimization – Use pertinent anchor text and do not waste
link equity from excessively linking to
nonreciprocating pages within a site.
Employing anchor text optimization
means using relevant keywords to link
to relevant pages within a site. Do this
enough and before you know it you are
virtual theming – creating a secondary navigation contextually through
keyword co-occurrence. This can distinguish your site from competitors as
each granular layer consolidates ranking factor for a Web site. This is why
Wikipedia dominates search results.
3. Flattening Site Architecture – Keep
your site architecture as flat as possible or use breadcrumbs to aid in information architecture and crawling.
Don’t use sub folders excessively within a
Web site: domain.com/categories/products/colour/page.html vs. flattening the
url and site by using more descriptive
naming conventions for a page domain.
43
com/Super_Audi_R8_Black_2010.html.
The closer the more competitive keyword
landing pages are to the root folder, the
easier it will be for them to gain additional
ranking factor, page rank and page strength
to express the content on that page.
4. Content Volume – Ensure you have
enough content to dominate a competitive keyword. Trying to rank for a keyword with millions of competing pages
with a little or no content is a waste of
time. You will need topical relevance,
which means articles, posts and pages
all internally linked and consolidated
within a clear silo to create the proper
on-page signals for that keyword. Shoot
for a minimum of 300 words that integrate LSA (Latent Semantic Analysis)
or associated keywords and typical keyword phrases. You can find these using
Google’s keyword suggestion tool or
better yet look for the bolded print within the snippets when utilizing Google’s
beta LSA search query by typing a tilde
(~) just before your keyword in a search
on Google. Also use these keywords and
keyword phrases in internal back links
and external anchor text links.
5. Contextual Links – Link contextually within related documents to select preferred landing pages through
virtual theming. If you are on a page
about poker rooms, and have a keyword
phrase such as “free poker rooms,” link
the keyword phrase to the free poker
room page. Do this for every keyword/
kw phrase (just once per page if it appears more than that) and you have just
added a virtual theme to your keywords.
This means that each page can now
work together collectively to support
the parent theme (which is the main/
root keyword itself).
Social Bookmarking – I have
included Social Bookmarks
(SBMs) in many of the last few
Top Tips pieces I have written because it
just made sense that it would only be a
matter of time before Google and the rest
of the SEs started placing more weight on
them in the overall organic algorithms
they use. A few reasons why I believe this
is that they are methodically devaluing
links; they need some type of mass voting system that works much like back link
valuation; and most of the social networks
are progressively monitoring the way their
10
services are used – or in other words policing member accounts and patrolling for
spam accounts. Oh, and Google Buzz.
We did some testing two years ago and I
made the results public on SEOChat. In
short, a member said that he had a competitor who had two of the top 10 listings
for “Poker” in the Netherlands. This meant
he was getting bumped out of the top ten
– or front page of results – and was wondering how to eliminate this dual listing. So
we took a noncompetitor site that ranked
below his competitor and above him and
used software called Onlywire that posted
to several SBM services in one click. We revisited the experiment in less than 24 hours
and not only had it bumped the secondary
listing that his competitor held, but it also
gained him an extra position.
So what does this mean in the big picture? Anyone in the online poker industry
knows that one position gained in the top
10 results can be huge.
This is primarily because when you are in
the top 3 results on Google you are syndicated across other big sites like AOL,
Netscape and iWon, to name a few, but
even the jump from #6 to #7 adds 1.5%
CTR. 1.5% of a few million searches is
pretty significant. Do the math and see
what this small move with very little effort would make to your bottom line by
increasing your position.
One that I have been messing around with
that seems to have more or less perfected
this technique is Ping.fm. It added a few
other viral services to the mix, such as
GTalk, Twitter and LinkedIn, and is a oneclick tool as well.
Other Killer Apps I use
– Over the years I have isolated
several programs and utilities
that save us a massive amount of time. I’ll
list them here, along with what they do
and how we use them;
11
1. Google Alerts – This monitors Google’s
databases and will notify you when
content appears that contain the kw/
kw phrase that you are looking for. We
use this to measure the effectiveness of
press releases, monitor the competition,
identify new “buzz” in certain industries
(primarily gaming), client reputation
management and certain content. It can
load directly into your iGoogle desktop.
2. Google Trends – This is a tool that
shows graphs identifying the traffic
trends over time, from the last few years
to the last few weeks, and allows you to
see a snapshot of practically any industry. It’s great for researching your next
product offering.
3. Google Insights – This is a supercharged
version of Trends. It monitors the actual
search queries globally. So if you wanted to see which city, county, country or
region had the most activity for a particular search term, this tool does that
– and more! It can add delimiters such
as time frames, and will also compare
regions, compare related keywords and
any mix of the above 3 filters. Then it will
graph them all for you as well for a clear
look. One of my favorite accessories that
Google Insights has is that it will monitor
the sector for related keywords that have
significantly increased search volume.
They call them Breakout Terms and you
can have these delivered to your iGoogle
desktop as well. I can’t tell you how helpful this is when you are in a highly competitive field trying to find niche or long
tail terms to target and get the jump on
the big guys. Once we identify these terms
we then create pages for them and add
them to a silo. So for instance if “Million
Dollar Bingo Game” is a breakout term
being searched enough to draw a “Breakout Term” notification from Insights,
we’ll build a page for it using all the steps
mentioned above, add it to a relevant
silo, bleed PR to it using no follows,
and suddenly we are ranking very well.
f HOT TIP – We also use the upgrad-
ed version of Domain Tools in much
the same way. We monitor for our kw
(e.g., Casinos). Any time a domain is
purchased with that kw in it we get an
email. When we see that all the TLDs
(Top Level Domains like .com, .net and
.org) are all purchased at the same time,
we know some VC out there is paying
to buy them up in expectation of a future site launch. Posh Bingo is a great
recent example. We received email
notification from Domain Tools, put an
Alert on the term, and then watched
Insights for a breakout alert. (We
monitored the URL as well for launch.)
12 Top Secret SEO Tips
44
4. XENU – Crawls your Web site and identifies errors, link structure, page size,
external links and many other things
that are important to the health of your
site.
5. SEO Spyglass – Gives you a detailed report of your own or a competitor’s back
links and ranks them using important
factors like follow-no follow, page rank
and other factors. You can even import
your Google WMC exported BL report
and see if any of the back links to your
site are potentially hazardous.
6. EXCLUSIVE — VanguardSEO’s Dual
Depth Back Link Checker – When acquiring a Web site we want to know who
is linking to the sites that are linking to
us, rather than just the first level of linking, so we built this free tool. - http://
toolbox.vanguardseo.com/td/
7. SEOMoz’s Linkscape – Another great
tool for evaluating a competitor’s back
links, anchor text, and discovering the
strongest pages on a site.
8. Majestic SEO – Looks at the back-link
trends of competitors to determine
whether a sudden surge in back links
could be the reason for their rankings
increase. Then you can use one of many
other tools (Link Assistant, ShoeMoney, SEOMoz) to identify those links that
significantly changed their ranking and
go after the same links or an equivalent
linking structure.
9. Rank Tracker – The best tool I’ve found
so far for daily SERP (search engine
rank positions) checking. It gives historical information and clear signs
for increases and decreases from day
to day, or pre-SEO to current day. It
graphs everything over the full term of
the campaign. It has human emulation
and scheduling to reduce the chance
of getting blocked. And my favorite: it
queries any search engine anywhere as
if you were there, so IP concerns aren’t
an issue.
10. Firefox SEO Quake Plug-in – Great
for a quick look at all of the important
ranking factors of the top 10 or just one
site. This is a toolbar that allows you to
set the values you wish to see, including
PR, indexed pages, registration date,
SBM references, DMOZ, Yahoo!, MSN,
Baidu and most other SEs, plus a ton of
other information on the fly.
12 Top Secret SEO Tips
Niche and Long-tail Targeting – I mentioned this at the
RoNewMedia Event in Stockholm last year and I think a few people
fell out of their seats: 25% of searches on
Google that are searched each day have
never been searched before. Now that, my
friends, is a pretty significant stat! This is
the reasoning behind Google’s buying Applied Semantics years ago and their more
recent claims of gradually combining their
current results with Universal results and
Latent Semantic Analysis. Doesn’t it all
make sense?
12
You take the phrases people search, look
at the CTR and time on-site versus the
results hierarchy, run them through a semantics formula for related terms, then
pool the terms in relevant silos. Factor in
back links and semantic associations and
you’ll probably have a pretty good start to
a less-engineered set of search results.
Well, that’s a sloppy example but you see
what I’m getting at.
Long-tail and niche terms aren’t just important to target for the low-hanging,
high-converting traffic; they’re crucial in
content and back-link anchor text, as well
as SBM, because Google doesn’t want to
be “gamed” or see their result manipulated by guys/gals like you and me. They
want related content from related sites,
not a bunch of affiliate portals, and without the best content, laid out in the best
way, things are set to get a bit harder for
anyone to rank well if you’re not an operator or big-name brand.
So how do you identify these LT phrases?
For real-time I use HitTail. For building a
database for my SQL use I prefer raw log
files. Other options are Shoemoney’s keyword tool, WordTracker, or even Google’s
keyword tool used in conjunction with
Shoemoney’s kw tool. There are also tools
such as IBP that will scrape your competitors’ sites and export an Excel file to your
desktop to play around with (like adding
your city or region or brand). I use many
of these techniques while building PPC
(Pay Per Click) accounts. Just be sure that
you create silos with your kw strings and
that you don’t link to multiple pages using
closely related keywords, or Google may
consider them to be too closely related and
not index one or split the value between
the two pages. If you use individual page
titles and meta descriptions, along with
nonduplicated content, then some back
links and SBM should take care of this.
I mentioned this once before: go after the
low-hanging fruit. It converts better.
I also mentioned that 25 percent of all
search queries have never been searched
before. Well, this one is just as good:
60%+ of all conversions come from niche
and long-tail terms.
Get Free Help – Tip 13? Yes,
you’re getting a full baker’s dozen here! This tip is very simple:
read Top 12 SEO Tips for 2006, 2007,
2008 and 2009. Most are still relevant.
Send me an email or pick up the phone – I
don’t bite or charge. You are also invited
to approach me at a conference and have a
quick question or a 1-on-1 session. Lastly,
I am sponsored by Euro Partners and as
an affiliate of Euro Partners you get 100%
free access to me, my network and free
hands-on advice – so if you aren’t an affiliate get signed up!
13
Those are my Top 12 SEO Tips for
2010. I know I’m going to catch a bit of
flak from colleagues for releasing some of
this information – I seem to be good at doing that – but in the end it’s about sharing
information and passing it forward.
If you have questions regarding any of
these methods or programs email me or
my team at VanguardSEO and we’ll give
you free advice.
I’ll be covering these Top 12 Tips for 2010
in greater detail, with Q&As and 1-on-1
sitdowns, all week during the CAC Amsterdam conference, April 15-16. We are
assembling some of the best SEOs in the
industry for an SEO-related event rather
than focusing on just Gaming or just Affiliates. Don’t miss it!
YOU’VE GOT TO SEE THIS!
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GPWA AFFILIATE
INTERVIEW
SERIES
Morgan
Freeman,
Tim Robbins
and Other
Ties That Bind
Politically, philosophically and
geographically, our five affiliate
interviewees are all over the map.
They traveled wildly different
roads – sometimes circuitous,
sometimes more direct – on their
way into online gaming. To visit
them, you’d have to make stops
in the U.K., Sweden, Romania,
Croatia and the U.S.A.
Yes, they’re definitely a diverse
group, a motley crew, but at the
same time they also have a lot
in common. For example, would
you believe that webmasters in
Gustafs, Sweden and Conway,
South Carolina could both have
the same all-time favorite movie?
It’s amazing, but true!
So, what additional affinities do
these five affiliates share? You’ll
have to read their stories to find
out.
*Due to space constraints, we could not print the
interviews in their entirety. The complete text will be
posted at gpwa.org.
Håkan Karlsson | hakank
“We’re all family
in the GPWA!”
BonusStart.com helps players sort out
the different terms and conditions that
accompany all the sign-up bonus offers.
When did you launch the site, and how
have players responded to what you’re
trying to do for them? I launched BonusStart.com in March 2009 and I can
see that visitors tend to read about the
different bonuses and open an account
to try them out. The sad part for me is
that I don’t get the big players.
BonusStart.com is available in German, Swedish and English. We know
you speak English and Swedish. Do you
speak German as well? If so, when did
you learn to speak it? I don’t speak German but I do understand a word or two.
Do you work full-time as a webmaster?
When I started in this business I worked
as a truck driver and had BonusStart.
com as a hobby. Now I’m currently between two jobs and try to raise money in
whatever way I can. So, I’m a semi-fulltime webmaster . . . lol
You’re based in Sweden. How much of
your business is focused on Sweden?
How much is focused elsewhere? BonusStart.com is a worldwide site, but
Spela-Kasino.se is completely focused
on Swedish players.
You are a relatively new affiliate. What
problems have you encountered starting up your business, and how have you
solved them? The main problem has
been to find casinos that attract players.
I believe I haven’t found the best yet but
the search will go on. Now I guess that
I’ll be mailbombed by managers!
What is the one thing you wish you had
known before becoming an online gaming affiliate? That it would require most
of my time just to update and promote
the sites.
Tell us a little bit about Free Online
Gambling Directory, which you started
recently. Why did you start this site? Are
you happy with the success it’s achieved
so far? What else do you want to accomplish with this site? I started the directory with the intention to help others
build links. I know by experience that a
directory is a good way to list your site
and gain backlinks. This is a way for all
to have a link without the need to buy
an expensive one. And I’m focusing on
gambling-related sites because Google
likes niched directories and values a link
from the same niche higher than a link
from an ordinary directory. The site is
just in its infancy now and hopefully will
grow bigger in time.
How did you find the GPWA? How long
have you been a member? Has membership helped you in any way? I found the
GPWA by pure accident when searching
for affiliate programs. I started to read
the open sections and decided to become a member, waited three months
to be a private member and later on got
my Seal of Approval. Recently Judy (casinobonusguy) and Dave (AussieDave)
helped me when I was in trouble – you
can read all about it at the forum. So
we’re all family in the GPWA!
How much time does it take to keep
your site updated? Do you use a content
management system to manage your
site? It takes between 10 and 15 hours
47
a week to maintain all my sites. In the future I will find some easier way to do it.
What do your friends and family think of
your work as an affiliate? I think that my
mother and father don’t have a clue what
I’m doing with my sites. Friends do think
it’s a great service, and one of my friends
helps me with php coding.
What advice can you offer people who
are just starting up in the industry? Make
sure that you understand that it’s not easy
money. Learn SEO – that’s very important, maybe more important than people
realize. Don’t be afraid to say “No” when
you get emails from affiliate managers
stating that their casino is the best. Remember that it’s your decision, your site.
If you had to pick five keys to success as an
affiliate, what would they be, and why?
Patience – Success doesn’t happen over
night.
Content – Give visitors some reason to
stay awhile at your site.
Design – Same as content, an ugly site repels visitors.
Age: 31
Join communities – GPWA, CAP and
APCW will help you increase your knowledge of the business.
Currently residing in: Gustafs,
Sweden
Connections – Be friendly with other affiliates; share ideas and get feedback.
If someone were visiting you in Sweden,
what’s the one place you would make sure
they saw? The Icehotel in Jukkasjarvi – in
the winter, that is: the hotel is built entirely of ice and snow. In the summertime
. . . well, all of Sweden is beautiful so a
road trip would be appropriate.
What’s your favorite vacation spot, and
why? I love the Mediterranean Sea and
Mallorca is my favorite spot. I have been
there a couple of times and I just love it.
What’s your favorite movie? “The Shawshank Redemption.” This movie still gives
me the chills although I’ve seen it so many
times. It’s a prison movie with Morgan
Freeman and Tim Robbins. I truly recommend that everyone see this movie.
Hometown: Gustafs, Sweden
Favorite food: Tacos
One book everyone must read: Axiomatic, by Greg Egan
Sites:
bonusstart.com, spela-kasino.se
directory.casino-sweden.se
soon: online-casino-gambling.se
If you could have one “super power,” what
would it be, and why? The ability to heal
others; there’s so much pain in the world
now. (As I am writing this the disaster in
Haiti is about a week old.)
What are three things that nobody knows
about you? I’m generous, devoted and
stubborn.
GPWA Affiliate Interview Series
48
Rob Cook | FictionNet
Rob lets us pull
him to bits in
brutally honest
detail
Tell us how you came up with your screen
name. Isn’t “Fact” better than “Fiction”?!
My first Web sites were literary-focused,
including Fiction-Net.com, a site for unpublished authors. Everything I did was
under the name Fiction-Net and for some
reason, it’s stuck. The Fiction-Net Web
site has been somewhat neglected over
recent years and it’s actually due for a relaunch later this year so I guess the name
will be a bit more relevant again.
You began managing the Fiction-Net network way back in 1999, when it had nothing to do with online gambling. What did
the Fiction-Net network do then? What did
you do then? When did the Robert Cook
Company replace Fiction-net? How much
of what you do is online gaming vs “other
stuff”? And what is the “other stuff”? 1999
was when I first toyed with affiliate marketing, selling books for Amazon via the
literary Web sites. Over the next couple
years I started to launch loads of different sites of very varying content. There
were free stuff sites, directories, music
sites and a banner exchange and they all
made up the Fiction-Net Network. I got
into the casino side of things in 2001 and
it quickly became the bulk of my income
and as a result, the rest of the stuff got far
less attention and I guess that’s been the
case ever since. I do still operate a number
of non-gaming sites but I’ve always had a
passion for gambling and it’s the part of
the business I enjoy most.
What does Free Cash Casino offer that
can’t already be found on Casino Beacon?
When was each site launched, and what
was the rationale for each one? Whereas
CasinoBeacon.co.uk is very much for the
U.K. market, Free-Cash-Casino.com is
more global. I picked up the domain in
GPWA Affiliate Interview Series
2005 but I never actually got started on it
for three years so it’s less than two years
old. It’s not really a major player – in fact
it’s a bit rubbish – but I intend to develop
it a lot more this year. Watch this space.
One of your sites, Casino Beacon, prides
itself on its hard-hitting evaluations – casinos are “reviewed, rated and generally
pulled to bits in . . . brutally honest” detail.
What kind of feedback do your reviews
elicit from players, and also from the casinos? How important have the reviews
been in the success of your site? Yeah,
I’m really proud of the reviews. I’ve always
been a bit narked by the crappiness of
some online casino Web sites out there and
I honestly can’t think of many Web sites
that provide honest reviews of online casinos – there are plenty of one-sided reviews
and there’s very little mention of where the
casino could do better. I don’t get a huge
amount of feedback from players but I
don’t think that’s a bad thing. I used to get
plenty of negative feedback if I linked to
a less-than-perfect casino and something
went wrong. Now that visitors have an honest review to read, they know what they’re
getting. I do sometimes get feedback from
the casinos themselves, and on more than
one occasion they’ve made big changes to
improve something mentioned in a review.
That’s a great result.
You became an online gambling affiliate
and joined the GPWA in 2001. That makes
you a true veteran of the industry. Besides
the UIGEA, how has the industry changed
from when you started to where it is today? Many of the basics haven’t changed
all that much. Technology has improved
and there’s more competition now, but
we’re still left with how we started – guys
and gals making Web sites that try to convince visitors that we’ve found a trustworthy place for them to risk their money.
Everything is that much bigger. The
games are better and the casinos – for the
most part – are more trustworthy both in
terms of the affiliate getting paid and the
player getting a fair deal. The social scene
has exploded. In the old days we had ICE
once a year in London and now we’ve got
a bazillion huge parties all over the world
four times a month.
What things have changed for the better (since 2001)? And what things have
changed for the worse (since 2001)? Security for players is definitely better now. A
number of casinos popped up and disappeared owing players and affiliates money. That can still happen now but there’s
far more protection. Of course, the same
applies to all industries and not just online gambling.
Our communities are much bigger now
and that has to be a good thing. GPWA,
CAP and all the others mean that we all
talk to each other and share information
far more. We’ve also got the great work
done by APCW and AGD. I feel safer
knowing they’re watching the scene –
compared to 2001, a casino can’t so easily
get away with anything too shady without
it getting out into the open and that’s got
to be a great thing.
We have better casinos, better affiliate
managers, more reliable payments and
happier players than we had back in 2001.
Things are by no means perfect but we’ve
all moved forward.
For the worse, one of the biggest changes
is in the search engine marketing. SEO
was a real passion of mine and it was fascinating to learn how to optimize for so
many different engines: Hotbot, AV, Yahoo!, Excite, UKMax and SO many others
that I can’t recall right now. I didn’t even
really bother with Google very much back
then. These days, if you’re screwed by
Google then you’re fighting with one hand
tied behind your back. It was probably
more fun when there were more players in
the market, so I really hope Bing is a massive success for Microsoft. I’d also love to
see Yahoo! play a big part again or a new
search engine capture some decent market share.
What do you know now that you wish you
had known when you started? I’d have got
into the PPC side of things at an earlier
date. I kind of missed the boat with PPC
and I missed out on a lot of money whilst
other people struck it rich. I never really
49
got into PPC until it became prohibitively
expensive and I still don’t do any now.
I think I also ran before I could walk and
launched far too many Web sites in too
short a space of time. I didn’t outsource
enough work and that’s something that’s
still true today. It’s better to operate five
quality, regularly updated Web sites than
25 sites that don’t get enough attention.
How has the GPWA helped you grow as
an affiliate? GPWA was the first place I
visited after deciding to get into the casino affiliate game. I posted at SEF (Search
Engine Forums) for some pointers on
where to start and Rick (nascar1) got in
touch with some useful stuff and a link to
GPWA. Back then it was just an ezboard
forum! It’s helped loads in so many ways.
I’ve found programs to promote, information, somewhere to rant and I’ve made
genuine friends here.
If you could change one thing about the
industry, what would it be? And why?
Spam. I feckin’ hate spam and most of
you who know me have had to endure a
rant about it at some point. It makes our
industry look like crap and I’ve had ten
years of people asking me if I’m “the one
who sends me all the e-mails” when I explain what I do for a living. It makes our
industry look shady and puts millions of
people off the idea of trusting online casinos. I’d like to see more spammers end up
in jail. And then set on fire.
You recently posted in the GPWA forums
that whenever you attend a conference
you have to hide from the forums for at
least three months afterwards. Please explain. Ah . . . do I have to? Let’s just say I
have a tendency to arrive at a conference
and spend the next few days propping up
various bars with certain affiliate managers. It can only lead to trouble. I remember spending two hours in the wrong conference with Tim (Wagershare) because
we’d hit the bar first. I also remember sitting down next to Bryan Bailey (Casinomeister) and asking him if he was in the
casino industry too. Bad times.
How much time does it take to keep your
site updated? Do you use a content management system to manage your site? I
don’t have a content management system
but I fully realize the idiocy of that. I welcome any suggestions on a good system
to use.
I’m inconsistent and I’ve spent periods not doing enough work, followed by
months of 14+ hour days, seven days a
week. Right now I’m probably working
far too many hours day and night to update the Web sites, but I’m playing catchup. Some of them need bringing back up
to speed so I’m hoping to settle down to
no more than 10 hours a day, once I’ve
caught up!
Time management is one of the biggest
issues facing affiliates. As a veteran affiliate, what time management tips can you
offer your fellow webmasters? Probably
the best time management tip I can offer
is to watch how I do it and then do the exact opposite. In fact, I need tips from any-
Age: 37
Hometown: Birmingham, U.K.
Currently residing in: Herefordshire, U.K
Favorite food: Not sure I have
a favorite but I’ve been called a
stupidly fussy eater. There’s loads of
stuff I’ve never tried.
One book everyone must read: Come Together, by Josie Lloyd &
Emlyn Rees
Site: CasinoBeacon.co.uk
one who’s nailed it. It’d be good to read
an article about this in a future GPWA
magazine with tips from other affiliates
and casino staff.
What do your friends and family think of
your work as an affiliate? Much of this
will be familiar to many of you. My family and friends don’t think I work particularly hard and think I make money by
playing on my laptop. They seem to think
GPWA Affiliate Interview Series
50
Rob Cook | FictionNet (continued from page 49)
I’ve got the easiest job in the world. and
they don’t really understand what I do except it’s “something to do with casinos.”
Some of them think it’s something “really
dodgy.” I’ve kinda given up trying to explain it now.
What advice can you offer people who
are just starting up in the industry? Find
an angle. This industry is fiercely competitive and it’s going to take work
and time and lots of energy if
you’re going to stick around.
Don’t make another casino directory site that recommends
a few casinos and bonuses and
expect anyone to find it. Specialize in something and you’ll
be better at it.
Work in the industry you enjoy. Are you
passionate about gambling? If not, find
something else to promote. You’ll be better at it, you’ll enjoy it more and you’ll
make more money.
Go to a conference. You don’t need to go
to them all but do make the effort to get to
one. It’ll help.
If you were able to sit down to
dinner with any five people,
living or dead, who would they
be, and why? Richard Branson
because he seems to do things
differently and there’d be much
to learn. Freddie Mercury because he was such a huge character. Gordon Ramsay because
he could cook the dinner and
he’s possibly the only human on
Earth who says “fuck” as much
as I do. Kylie Minogue because
she’s hot and I’d try to get her
drunk. My daughter, Kimberley – I don’t spend enough time
with her.
If you had to pick five keys to
success as an affiliate, what
would they be, and why? Promote good merchants. It’s better to promote a good merchant
at 25% than a bad one at 50%.
Your players will be more likely
to return and you are more
likely to get fully paid.
Check your bonuses. Are you still listing
the casino’s current bonus? Telling the
visitor they can get a £500 bonus only
for them to find out it’s now £100 isn’t a
great way to convert the sale.
GPWA Affiliate Interview Series
What’s your favorite movie? Ooh, so
many. “Goodfellas” and “Casino” would
have to be up there. Most things by Tarantino are awesome (except “Kill Bill,”
which sucked big time).
If you could have one “super
power,” what would it be, and
why? The power to read other online poker players’ hole
cards. That would be Absolutely awesome.
I recommend trying to build
your site gradually. I’ve often
made the mistake of starting a
new project before I’ve finished
an old one, and this can lead to
a Web site never feeling quite
finished.
Update your site. Now do it
again. Search engines like
regularly updated content. Being fresh and relevant is also
important for visitors. Many
people don’t trust online payments and even more people
don’t trust online casinos. Having a “recent news” headline from 2005 on your
homepage isn’t going to convince your
visitors to grab their credit card.
What’s your favorite vacation spot, and
why? Vegas. Vegas. Vegas. I adore the
place. It’s just . . . awesome.
What are three things that nobody knows about you? Hmm.
Don’t think there’s much that
nobody knows about me. Nothing I’m going to share here,
anyway!
How long did it take before you started
earning money? Pretty much straightaway but I think I hit the ground running.
The money wasn’t huge but it was regular. I think I got lucky and if I was starting
out now, I’d expect a period of at least a
few months without generating much in
the way of income.
51
Robert | szury
For szury, being
multi-lingual
translates into
mucho dinero
Your sites, DizzyPoker and Deposit Poker,
are both built around online poker, but
DizzyPoker also promotes bingo and casinos and has a forum. Which site requires
more of your time? Which brings in more
revenue – poker, casinos or bingo? DizzyPoker is my main site. I have not worked
on Deposit Poker for a long time as I have
other, more important projects to work on. I
had no success with bingo, casino brought a
few depositors, but poker is my main source
of income. By the way, I also have a rummy
site. I’ve had decent success with that.
Do you use a content management system to manage
your site? Which content
management system do
your prefer? And why? I am
using PHP-Fusion on one
of my sites. I had actually
wanted to use Joomla! first
but had a free hosting account back then, so unfortunately I chose PHP-Fusion.
If I could start again I would
go for WordPress. Joomla!
is good but consumes a lot of
resources. WP is a lot faster
and easy to customize.
You’ve been a GPWA member for more
than two years. How has the GPWA
helped you over that time span? I’ve done
business with some of the members of the
GPWA forum. GPWA also keeps me up to
date with poker affiliate news.
English is your second language, but is also the language you use on both of your Web sites.
How difficult is it for you to work in your
second language? Hungarian is my native language, Romanian – the official
language in my country – is my second
language and I have studied English,
German, Japanese and recently Spanish.
So there are a lot of languages. I’ve been
studying English for 14 years but my accent is not very good. I (hope I) have no
problems when writing.
How has being able to display the GPWA
Approved Portal seal helped you? The
GPWA seal has a special importance to
me. My visitors have more trust in my
Web site when they see the GPWA seal.
Thanks for existing!
Do you have any plans to develop Hungarian-language sites? No, I have no
plans to develop Hungarian sites. I have a
Romanian DizzyPoker site, though, and a
German mini site. I will focus on my English site in the future.
You recently posted that your 2009 revenue was more than 50 percent higher
than your 2008 revenue. What factors
do you feel were responsible for the increase? Yes, it was more than 50%. There
was only one factor: I met the right person
who gave me the right poker bonuses.
What is the one thing you wish you had
known before becoming an online gaming affiliate? As said before, I shouldn’t
have chosen PHP-Fusion as my CMS.
WP or Joomla! would have been a better
pick.
How did you pick your cool GPWA avatar?
It’s a kind of lonely warrior. It was a completely random pick.
Do you work full-time as a webmaster?
I am a student and in my “spare time” I
work on my Web sites. You can call it fulltime.
Time management is one of the biggest issues facing affiliates. What time management tips can you offer your fellow webmasters? If you are busy with family and
friends my best tip is to work late at night.
Sometimes I work until 3a.m., usually until
1-2a.m. Strangely that is the best time for
me to concentrate as nobody disturbs me.
If you have a job, try outsourcing.
Age: 23
Hometown: Zalau, Romania
Currently residing in:
Cluj-Napoca, Romania
Favorite food: Pizza
One book everyone must read: Be Faithful Unto Death, by Móricz
Zsigmond (Hungarian)
Sites: dizzypoker.com,
freepokermoney.net
What do your friends and family think of
your work as an affiliate? My friends keep
asking me why I haven’t gotten a real job
by now to earn some serious money. I
usually tell them that I am happy with my
online business. My family is very happy
about this business.
What advice can you offer people who
are just starting up in the industry?
1. Play by the rules; otherwise you are
going to fail.
2. Build a newsletter list. Just imagine what would happen if next week
every poker room would open their
doors to U.S. players and you had
5,000 subscribers.
3. Buy a paid host as soon as possible.
4. Connect with other affiliates and affiliate managers (this helped me grow
my income by more than 50%).
5. Learn SEO.
GPWA Affiliate Interview Series
52
Matija Vorgic | buyonaut
“Work hard,
and stick to
what you know!”
Three years ago you posted that bet2win,
while focused on the football-betting in
Europe, was starting to promote poker
as well. You also said that you were looking to exchange links with Chinese and
other Asian market oriented sites. How
is bet2win fulfilling your expectations in
2010? There have been a lot of changes in
the past three years. I have learned a great
deal about marketing and SEO and as a
result have dropped the idea about poker,
at least on a scale that could be called major. If you want to be a successful affiliate,
the best thing is to stick to what you know
– for me that is sports betting and I work
on it without spending too much time
on other segments of online gambling,
although casino and games adverts and
reviews can be found on my site. I now realize that the poker market is covered so
extensively that there is very little room
left – I just can’t spend too much time on
it. I build everything around sports betting and whatever happens with casino or
games is welcome, but that is not the base.
As for Asian markets, they are very specific and require a lot of knowledge about
mentality, structure and what is appealing
to that market – knowledge I don’t have,
to be honest. I stick to the European market, which I know the best. It is still too
early to judge 2010, but if growth from
2008/09 continues it will be a year to look
forward to with joy!
Speaking of markets, my thoughts are
that 2010, apart from being a huge football year – we have the World Cup coming
– will be a year of cash games with significant growth in that segment. There is
a whole niche that is not yet fully covered
by operators and affiliates alike – Head2head games or Player2player skill games,
call it what you want. People like to play
games against each other, knowing that
there is a real person sitting on the other
end – not the computer. So, instead of
playing against the house and waiting for
GPWA Affiliate Interview Series
a jackpot, people can use the skills they
beleive they have and try to win some
money from other players. This is a very
convenient structure for operators and affiliates; there is a rake collected from winning players, so it’s a very clean, no-risk
income stream. Whoever among the big
operators is first to step into this market
will have great success with the right marketing strategy.
You became an affiliate in 2006, but also
worked a day job you didn’t like until
March of last year. How has your life (and
your revenue stream) changed since you
made the decision to be a full-time webmaster? Doing something you don’t like is
like being in prison without bars; you are
free but not free at all. You can’t escape
that vicious circle called stress. Very bad.
Depressing. There is constant pressure
that one feels and that is reflected on your
family too. An unhappy father/husband
or mother/wife is the worst thing that can
happen to one family.
My affiliate career started by chance; it
was a lazy summer back in 2005 and I was
trying to find work as a freelance or fulltime webmaster. That didn’t go very well;
there were a few freelance projects, but
generally it was not what I wanted. Then
I thought, why should I produce Web sites
for others; why not for myself? Since I always liked betting and sports, I did some
research and that is how I started my affiliate career. I built up the first site for
a couple of weeks and started down the
long, painful path of learning the affiliate
business.
Again by chance, that same year, somewhere
around Christmas I got a business offer from
my friend in Dubai to move there and work
in a completely different industry. The offer
was too good to be rejected, so I took it. In
spring 2006 I moved to Dubai and started
working at the office. It goes without saying
that my site was left behind since there were
a lot of other priorities at the time. Anyone
who has moved abroad with one’s family
knows how demanding and challenging it
is. New country, new job, painful administration, two little kids...
However, I already knew that I wanted to
be a gambling affiliate. I started working
again on the site, when I settled in Dubai
sometime around fall 2006. That is my
real start-up date. Working six days a
week in the office for 12 hours a day and
spending another four to five hours on
the site daily – that was my life for almost
three years. I never left my idea, despite
many problems and ups and downs, and
even disapproval from many people who
are close to me. However, I have had solid
support from my wife and children at the
most difficult times; without them I would
never have been able to do it properly.
So the site grew, income started to rise and
it became serious enough to consider leaving the job I didn’t fancy at all to become
a full-time affiliate. After a few sleepless
nights, some nasty politics going on in the
office and many discussions with my wife,
I decided to pull the plug. Since March
2009 I’ve been a full-time affiliate.
It was the best decision I ever made; my life
has turned around 100%; I’m a stress-free
man (as much as any affiliate can be stress
free – ha ha ha), have plenty of time for
my family and friends, and solid income
is there. That income has been growing
steadily each month because I now have
all the time on the world to dedicate to it.
What more can you want?
Both of your sites display the GPWA Approved Portal seal. When and how did you
discover the GPWA? How has membership
helped you? I found the GPWA when I
was searching for an industry professional
community. I was suprised when I saw
how many people are involved in the gambling affiliate industry, either as affiliates
or affiliate managers!
The GPWA not only helped me to understand the industry better, but also to learn
a lot from other webmasters and, most
important, to spot good partners and stop
wasting time with no-good sharks. I’m
very happy and proud to be an approved
member of such a community, where professionals understand each other’s problems and are willing to help. For me, the
GPWA is irreplaceable!
53
How much time does it take to keep your
site updated? Do you use a content management system to manage your site?
And if you use a content management
system, which do your prefer? And why?
Basic updates take me one to two hours
per day. I run Tipster Competition on my
sites so there are many matches to close
once events are finished. Then another
one to two hours for SEO, linking and
advertising. Then, checking out my partners’ latest offers, newsletters, doing necessary changes and adding new content,
and answering emails takes another two
to three hours, if not more. Considering
new partners, research, writing reviews
– it all takes a lot of time. Being an affiliate is basically a 24-hour job, but can be
adjusted as you like, depending on your
short- and long-term goals.
I do use CMS because it gives me freedom
and speed while working. I’ve been using PHP-Fusion for years now, and I’m
happy with it; Tipster Competition script
is written for Fusion and if I change CMS,
a whole lot of things should be changed
and adjusted in the script itself.
English is your second language, but one
of your Web sites is an English-language
one. How difficult is it for you to produce
an affiliate site in a language that is not
your native tongue? Being a native English speaker is a tremendous advantage.
It helps you understand the nuances and
specifics of the language better, especially
in strong markets like the U.K. and the
U.S. However, these days, when everybody more or less speaks English, it is
easier to get into those markets without
being a native English speaker. No matter what language you use, it’s all about
content; content is king.
Your native language is Croatian. We
know you speak English. But according to
your GPWA profile, you also speak Dutch.
When and how did you learn Dutch? I
learned Dutch living in Amsterdam for
five years, from 1994 to 1999. I studied
Multimedia and Design there in English,
but picked up a lot of Dutch just living
there. I consider Amsterdam my second
home and always like to go
there and see friends and the
old canals!
What advice can you offer
people who are just starting
up in the industry?
• Stick to what you know
– that is the key to success.
If you don’t know, learn
about it from others rather
than reinventing the wheel.
• Hard work, hard work and
hard work.
• Never give up.
• Talk to people in the industry – they know how you
feel; they’ve all been there.
• Connect with your affiliate
managers regularly.
• Change the position of your
adverts on your sites regularly, for two reasons: first,
even old content will look fresh, and
second, you will see what works best
for you.
• Never forget that content is king and always publish new material as frequently as you can.
• Evaluate your partners regularly.
• Respect your visitors, answer their mail
and communicate with them.
If you had to pick five keys to success as an
affiliate, what would they be, and why?
1. Content – drives the people back for
more.
2. Advertise good partners – those that
are good to the players and to you alike
– and communicate with your affiliate
managers. They are great people and
are there to help your business.
3. Work hard on SEO.
4. Try to give unique benefit to users visiting your site.
5. Imagine yourself as a visitor/user to the
site. What are you looking for? What
do you want to find when searching for
something? What would make you to
sign up and deposit? Find answers to
these questions and you are there!
If you could have one “super power,” what
would it be? To heal the sick.
Age: 38
Hometown: Zagreb
Currently residing in:
Dubai - Zagreb
Favorite food: Italian
One book everyone must read: The Master and Margarita, by Mikhail
Bulgakov
Sites: bet2win.eu.com,
kladionicasport.com
If you were able to sit down to dinner
with any five people, living or dead, who
would they be, and why? Buddha and Jesus Christ: I guess I could learn a lot from
these two guys (ha ha ha). I’m not much
of a religious person myself but it would
be an inspiring experience for sure. Alfred
Hitchcock – the best film director ever.
Nikola Tesla – what would the world be
without electricity? Joe Strummer – The
Clash frontman – had a great influence
on me.
What are three things that nobody knows
about you? I check my affiliate statistics
three times a day, still read comic books
and sing when nobody can hear me, usually in the car while driving.
GPWA Affiliate Interview Series
54
Earl Gunner Moore | Skinski
Lurk and you’ll
learn a little,
ask and you’ll
learn a lot!
Looking at the names of several of your
sites, we have to ask: Are you a fan of Mississippi Delta music? Very much so. I’ve
never been one for a lot of electronics in
music and just love the sound of the guitar and harmonica. I prefer the old tunes
over the new stuff. With my upbringing I
just relate to the old sounds a lot more. As
I was growing up, the family used to get
together and play (mostly blues, country
and bluegrass). It was quite a lot of fun,
just hanging out in the yard, maybe have a
piece of meat on the grill while playing and
singing tunes with family and friends.
Do you hang out at any of the House of
Blues venues? I’ve been to a couple of the
shows back several years ago, but here
at the local HOB in Myrtle Beach, South
Carolina, it’s mostly the harder rock bands
that you’ll find . . . not quite my choice of
music.
And where does Aaron Neville fit into all
of this? He’s not the blues, but man, what
a voice! It’s hard to believe that such a
high-pitched and soulful sound can come
from a man of his size.
In your member bio, you list your occupation as carpenter. How do you budget
your time? How many hours a week for
the day job, how many for your sites – and
how many for spending with your grandchildren? I started in construction straight
out of high school as a 16-year-old graduate. I loved building, but a few years ago
I started running out of breath very easily and was finding it harder and harder
to talk. I was diagnosed with cancer and
am no longer able to work in it full time.
Thankfully I can talk again after surgery
(the wife can’t get me to shut up now). I’m
probably working on the sites 30 to 40
GPWA Affiliate Interview Series
hours a week (if not more). The only time
you’ll not find me doing something pertaining to my sites is if the wife is off work
or some of the grandkids are over. I’ve got
six grandsons and one granddaughter.
Three of the grandsons live close by, so we
see them quite frequently. One grandson
spent most all of his days with me for the
first year and a half of his life . . . I felt that
I was his dad there for a while, lol.
What do you do when you need to unwind? I enjoy my vegetable garden when
weather permits and I like to read (most
anything that’s in print). I’ve had vegetable gardens most all of my life and just
cannot imagine not having one. When not
on the PC working, visiting friends will
usually find me out back piddling around
in the garden or by the shed.
Are you still a biker? No longer able to
ride, but still have some old friends who
do. They hold rallies round these parts a
couple times a year and I try to go meet
with a few of them when they’re in town. It
was a group of those friends who gave me
the nickname “Skinski” back around 1980
due to my being one to shave my head.
What are your thoughts on when someone should stop promoting a poorly performing site? I think I’m guilty of hanging
on and continuing to plug a site that’s not
earning me money too long just because I
like the site (or go way back with it), so I’m
probably not the best one to ask. I’ve never
been a quitter, but I think that sometimes
you have to just cut the strings and start
anew. I’m just really starting to learn the
correct way to do a lot of things on building pages and such, like tags and keyword
research and all that. That being the case,
I’m working on some major changes at all
my sites, and when I get them all set up
properly it’ll be a wait-and-see situation.
If you’ve done everything possible and
a site has not made you money in a few
months you definitely should be thinking
of making some changes.
How much time does it take to keep your
sites updated? I’m usually up and at the
computer by seven a.m. After checking
my mail I visit the forums at GPWA and
a couple others. I then spend the next
three or four hours working on updating
my sites for the different promotions that
I can find, or just adding content. I’ll usually spend the afternoons back and forth
– outside with the dogs (an old black Lab
named Waylon and a Shar-pei named
Moe that’s just a year and half old) and
inside on the PC to read and to see what I
can learn from my fellow affiliates. I might
even write a bit more content. If I’m not
writing something I’m working behind
the scenes to straighten out the mess I’ve
made on the sites the last few years.
Do you use a content management system
to manage your site? No, but it’s definitely
something I should look into as I grow.
What do your wife (of almost 30 years!),
family and friends think of your work as
an affiliate? The wife supports me 100%;
without that support I’d not be able to
spend so much time learning how to better my sites. She even went out and bought
me a new desktop for Christmas with her
bonus. Family and friends think it’s pretty
cool, but I don’t think they comprehend
just how much work is really involved.
Some of them really think that it’s mostly
all fun and games.
What do you know now that you wish
you had known when you started? I don’t
know where to even begin! For the most
part I spent the first few years too embarrassed to ask fellow affiliates for advice or
help with problems. That’s something I
wish I had gotten over much sooner. Affiliates at places like the GPWA and PAL
are for the most part some of the most
helpful people you will meet online and I
wish I would have reached out for advice
much sooner.
How has the GPWA helped you grow as
an affiliate? The active members at the
GPWA are a close-knit group, and are always willing to answer questions from fellow members. I’ve really started loosening
up and asking more of those questions
that I was always afraid to ask before, and
the amount of help now coming my way is
just unbelievable. From code work to SEO
to which rooms are the safest places to
55
promote to your readers, there are a lot of
knowledgeable people at the GPWA who
are willing to share that knowledge just
for the asking.
If you could change one thing about the
industry, what would it be, and why? Repealing the UIGEA. Besides the obvious,
I’m one to believe that tax and regulation
would be a good thing. People hate taxes,
but we have to be realistic and regulation
is the only option I see for getting rid of
the rogue sites that are out there.
What advice can you offer people who
are just starting up in the industry? Join
forums like the GPWA and PAL, and then
participate. Don’t just lurk around in the
background. Sure, you’ll learn little, but
you’ll learn so much more by becoming
an active member at these sites and participating. Form those online “bonds”!
and it’s led me to do some pretty
careless things in the past. Years ago
I picked up a hitchhiker and brought
him into our home. We fed the man
and let him clean himself up. The guy
spent the night, and the next morning the wife packed him a lunch as
she did mine. I dropped him off at
the beach, gave him twenty bucks,
and went on my way to go about my
business. Imagine my surprise when
we found out later on the local news
that there was a manhunt out for this
feller!
What’s your favorite vacation spot, and
why? Townsend, Tennessee – “The
Peaceful Side of the Smokies.” We’ve always lived out in the country and are not
much for the hustle and bustle of the big
city. The Smoky Mountains are such a
beautiful part of the U.S. and it’s so relaxing to be out camping with the sound of
the rushing waters of the Little Tennessee
River.
What’s your favorite movie? That’s a
tough one. I’ll say “The Shawshank Redemption.”
If you could have one “super power,” what
would it be, and why? I wouldn’t call it a
“super power,” but I’d love to have the
ability to feed the world. In this day and
time it is such a shame that there are still
those who have to deal with hunger.
What are three things that nobody knows
about you?
1.
I was run over by a truck when I was
six and given up for dead. I spent a
month and a half in a coma but made
it through.
2.
The wife says I’m really one of the
softest-hearted people she knows,
3.
Three years ago June the docs said I
only had a matter of months to live
after they found my lungs covered
with spots. Also, I could hardly talk
due to cancer and polyps on my vocal
cords. The wife couldn’t drive my old
Ford truck so I sold it and bought her
a used Volvo. I’d always wanted to
see Niagara Falls before I died, and
an online friend who lived in Canada
invited us up to stay in his camper.
So we went with what funds I had
left over from the sale of the truck.
I thought at the time that it would
be one last trip with the wife, then
I’d come home and die. While we
were there the online friend, “Hacksaw2000,” showed me this Web site
that he and a bunch of online associates had started . . . they had actually
raised quite a tidy sum of money for
Age: 48
Hometown: Socastee. South Carolina
Currently residing in:
Conway, South Carolina
Favorite food: Whole hog barbecue
One book everyone must read:
I’m going to have to say the Bible.
Whether it’s for your own religious
beliefs or not, there is just so much
that can be taken from it – so many
stories and so many fables.
Sites (4 of 6):
CarolinaGambler.com
MyPokerBlues.com
OnlineCasinoBlues.com
HouseofPokerBlues.com
my medical expenses and bills. That
gave me a whole new outlook. I went
back home and the first thing I did
was get the vocal cord surgery done
so I could talk normally again. That
was the beginning of my proving the
docs wrong. I’ll always be so thankful to the online poker community
for what they did.
Sure do wish I had kept my old Ford
truck, though, lol.
GPWA Affiliate Interview Series
56
GPWA SPONSORS
Platinum Sponsors
Meet the organizations whose generous, enthusiastic sponsorship helps keep us strong. Platinum, gold or silver,
the people behind these GPWA-sponsored programs are ready to provide you with the sophisticated tools and
expertise you need to maximize your conversions and your revenues. Visit the Affiliate Programs section of
GPWA.org for more information about each program.
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GPWA Sponsors
60
MEET THE
AFFILIATE
MANAGER
He got into online gaming by accident – and that was almost 10 years ago. Say
hello to Boris Chaykin, who over the past decade has played a major role in making
Offsidebet.com into one of Eastern Europe’s most popular all-in-one gaming platforms.
Offsidebet is currently revamping their sportsbook segment, which is expected to
become a top 10 product over the next few weeks. Read all about it!
Due to space constraints, we could not print the interview in its entirety. The complete text
will be posted at gpwa.org.
Boris Chaykin | OffsideBet
Offsidebet, which traditionally
focuses on the Eastern European
market, has decided to take on a
more global focus. Why did you
decide to expand? We are a company which started as a traditional brick-and-mortar bookmaker
in Eastern Europe (CIS markets)
10 years ago. Until the summer
of 2009, we successfully operated
over 150 betting shops in Russia,
Ukraine and other CIS markets.
In 2008 Offside was taken over
by some of the best online gaming
executives in the industry – people with vast
executive-level experience in companies such
as Sportingbet, PartyGaming, Gamebookers,
etc. As a part of our
ongoing development,
Offsidebet.com
was
developed as our online betting platform.
A few months later we
added poker and casino
products and turned
our Web site into a really competitive all-inone gaming platform.
Hence, our more global
focus is in line with our
management views. We
have the ability to make
a difference in the industry and gradually apply that
across different markets.
“A successful
affiliate manager
needs to have
a thorough
knowledge of his
product, be very
friendly and
– last but not
least – have a
terrific business
personality.”
How is the Eastern European market different from other markets?
While the markets in Eastern
Europe are not as overpopulated
as traditional Western European
online-gaming markets, Eastern
Europe is a place with very high
Affiliate Manager Interview Series
overall gaming standards and
demands. Business in that part
of the world is mainly done on a
personal level with media companies, partners and affiliates.
We’ve teamed up with some fine
local executives in each market –
people who have both global and
local gaming experience and who
know each market’s specifics.
What’s the history behind Offsidebet? Please tell us the story
behind the unique name of the
brand. While new to the online
market, Offsidebet.com stemmed
off a CIS-operating bookmaker
with 10 years of experience. We
inherited the name from Offside
and since we believed it is a fine
match for sports fans, we created
Offsidebet.com. We are also the
only betting company where you
can literally “play at offside.”
Offsidebet offers a sportsbook,
poker room, casino and a games
section. Which is most popular
among your players right now?
At Offsidebet, we believe product
superiority, fast and accurate payments, as well as happy affiliates
pave our way up. We have a topof-the-breed selection of products
(Playtech poker, Net Entertainment casino and an LVS-powered
sportsbook) which easily crosssell each other. Adding a fine selection of bonuses, as well as a
variety of payments, really keeps
all our products rolling nicely.
Logically, players have slightly
different preferences in different
markets; however, I can say all
our products are developing very
well in all markets we operate.
Spring 2010 will be a major stepping-stone for our sportsbook as
we’re in the process of revamping
our sports betting platform and
ready to become a top 10 product within the coming weeks. We
expect our already strong offer to
match the top-of-line business by
April of this year.
What prompted you to offer a
games platform? Who developed
Soccer Shot and Roll Up? I know
I spent some time playing those
games. How much time have you
spent playing those games – possibly when you should have been
doing something else??!! LOL!
Games are a natural extension
for casino lovers, as well as people who simply want to idle away
a few minutes waiting for their
game to finish. The product was
developed by the market-leader
CTXM as we yet again needed
to show a sheer top-of-the-line
product. As this is a public interview, I can only say my penalty
shootout skills are now a lot better, without revealing the amount
of time spent on practicing. : )
What are three things everyone
needs to know about Offsidebet?
Three is quite limited and still we
need to mention:
1. Our huge 10+ years of experience and dedication to players,
partners and affiliates.
2. We’re committed to providing
players with a top-line gaming
experience across all our products – from the initial Web site
visit, to the last penny withdrawn in the blink of an eye.
61
3. We’re in the market to make a difference, and our current members and affiliates already see and treasure that.
4. We are a private company owned by
very experienced gaming guys. We are
not a big faceless plc constantly trying
to grind down affiliate payments because they see these as a negative cost.
We believe in affiliates and will work
creatively with them while paying our
partners what they are worth.
In your mind, what’s more difficult, attracting players or retaining them?
They’re both difficult and challenging.
Offsidebet’s daily efforts are 100% devoted to both player acquisition and retention. We work very closely with our
affiliates and players and always treat
everyone personally – no matter if he
wagers $1 or $1 million. We offer special
VIP player treatment, and we’re committed to this. However, the key here is that
we treat everyone as a VIP.
Most of the affiliate managers we talk to
say building trust with their affiliates is
critical to success. How do you go about
building trust with your affiliates? We
know most of our affiliates personally
– face-to-face, by email, skype, chats, etc.
– we are always looking for a way to keep
in touch with our affiliates on an almost
daily basis. We are 100% local. You don’t
deal with a central office in London. You
deal with local guys who speak your language. Our dedicated affiliate managers
in each of our markets are constantly trying to improve their relationships with
affiliates, as we know how important that
is for everyone’s sake.
Besides trust, what are the keys to building successful relationships between affiliates and affiliate programs? Trust is
important but not enough. After all, we’re
in business here, and in this business we
value prompt and accurate information
flow, fast and easy affiliate payouts, and
easy access of affiliates to their affiliate
managers.
What are the three most important attributes an affiliate manager must have in
order to be successful? A successful affiliate manager needs to have a thorough
knowledge of his product, be very friendly and – last but not least – have a terrific
business personality.
How long have you been in the online
gambling industry? Why did you decide
to enter the field? I entered the industry
by accident back in early 2001. Well, 10
years in online gaming definitely means
I love it! I actually used to be an affiliate
myself and I know the business on both
sides – I know what is important and
crucial to an affiliate and hence affiliates
receive the treatment they really deserve
at Offsidebet.
Do you gamble yourself? If so, what games
do you like to play? Were you an online
player before getting into the industry?
No, I never gamble – on one hand I don’t
have a gambling mindset, on the other – I
try not to mix business with pleasure. :)
If you wish you knew one thing about
the industry before you entered it, what
would it be? I wish someone would have
advised me of the endless weekends at my
desk, as well as advised me of the endless
fun it is after all.
What advice do you have for someone
just starting in the industry? The gaming
industry is still developing and blooming
– keep a very open mind and be innovative.
If you could have dinner with three other
people, living or dead, who would they
be and why? Winston Churchill (I would
love to get one of his cigars), Leonardo
Da Vinci (I would like to touch his genius even for a little while; who knows – I
might get some good ideas) and Angelina
Jolie (we need someone pretty at the table as otherwise we risk being boring).
What is the last book you read? Did you
enjoy it? Why or why not? I just finished
a trilogy on Bulgarian history – an enjoyable read. It’s amazing how little people
know about this country and its fabulous
history. Still, I didn’t really get all of it as
I was checking email on my Blackberry
too often.
If you had a theme song, what would it
be? “Don’t Worry, Be Happy” – it really
matches my own personality.
If someone is visiting you, what’s the one
place you have to take them to see? I love
the seaside – that’s where I grew up, and
just watching and listening to the crashing waves is such a battery-charger. The
coast of Halkidiki, Greece is one the most
tranquil places I love to revisit as often as
possible.
What are three things that no one knows
about you? I would love to answer this
one but we need to leave some questions
open for the next interview. Still, I will
give a sneak peak by saying that I used to
run an online arbitrage service as an affiliate, so I know all the tricks. : )
Affiliate Manager Interview Series
62
WA L L O F
SHAME
by J. Todd,
Executive Director, APCW
D
id you ever play board games or
sports with other kids growing up?
Because if you did, you’ll understand exactly where I’m coming from on this one.
You see, most kids eventually learn how
to play together nicely. If they lose a
game of something like Risk, they set up
the board again for another game. Or if
they’re playing basketball, they choose
new teams and play again.
But some kids never learn that lesson. Instead of gracefully accepting defeat, these
kids pack the game up and leave because
they can’t stand losing. Or they take the
basketball home, leaving a bunch of helpless kids behind. These sore losers ruin fun
and life for the rest of the kids. They think
it’s their god-given right to win, and how
dare anyone take that away from them.
Unfortunately, some of these kids grow
up to be important people – like U.S.
Senators.
You would think that grown men (or
women) would know better than to behave like spoiled little kids. You would
think that men (or women) who have risen to the level of Senator would know how
to accept change or defeat without pitching a hissy fit. But Sen. Jon Kyl proves
otherwise.
You see, when the Obama administration
delayed the implementation of the Unlawful Internet Gambling Enforcement
Act by six months, Kyl decided to voice
his displeasure with a political version of
holding his breath and stamping his feet
like a five-year-old.
In the midst of the worst recession the
world has seen in quite some time, the
APCW’s Wall of Shame
Arizona Republican put a hold on several
Treasury Department nominees. That’s
right, at a time when we need the best and
brightest minds working on ways to fix
the economy, Kyl blocked appointments
because he was ticked off that UIGEA
implementation had been delayed for six
months.
Awww. Poor baby. Does little Jonny want
a cracker?
What a self-serving, selfish, arrogant
jackass. He put his own selfish concerns
ahead of the needs of the country and the
world because Obama had the nerve to
mess with his pet legislation.
Thankfully, this story has a bit of a happy
ending. When the very annoyed Obama
administration informed Senate Republican leadership that it would use recess
appointments to bypass Kyl’s holds, the
chief architect of the UIGEA dropped his
opposition to the Treasury Department
nominees and allowed them to be confirmed.
So welcome to the Wall of Shame, Sen.
Kyl. You threw an ugly political temper
tantrum and lost. I can’t wait to see what
you do when legal, licensed and regulated
online gaming starts spreading through
the U.S. like wildfire.
63
Previous Inductees:
Grand Prive Casino Group
Church of England
Talk about larceny. This group deserves jeers after
shutting down its affiliate program and eliminating
affiliate commissions back in 2008 while keeping
its online casinos open for business. Efforts were
made by the GPWA and others to work with Grand
Prive and get it to make good on its non-payments to
affiliates, but nothing has worked as of yet.
The Church of England decided that they don’t like
gambling and called on Google to stop running online gambling advertisements in the U.K. In theory,
this position makes sense for the Church. But in
practice, the Church is quite OK with individual
churches accepting money from bingo or lottery
events. So let’s see, bingo and the lottery are OK
if it’s for the Church, but for anything else, it’s not
good. Yep, that sounds about right...
Russ Hamilton
The former World Series of Poker Main Event champ
allegedly profited big time from the “superuser”
scandal at UltimateBet. That scandal, chronicled by
the TV newsmagazine “60 Minutes,” allowed certain
users to see the hole cards of players at the table. And
it gave online poker a black eye when it least needed
one.
Steve Beshear
The governor of Kentucky decided he could play
moralist for the world when he tried to seize 141
online gambling domains because they were
“illegal gambling devices.” Apparently, as long as
his precious Kentuckians were protected from the
“evils” of online gambling, he didn’t care that the
millions of people out there who wanted to enjoy a
legal pastime without interference might be unable
to access their accounts and games.
Spencer Bachus
The reflexively anti-online gambling Congressman
from Alabama said in a hearing this year that “McGill
University found that one-third of college students who
gamble on the Internet ultimately attempted suicide.”
Err, one problem, Congressman. “This assertion,
which is reportedly based upon our empirical research,
is not predicated upon any factual evidence,” said
McGill gambling and addiction researcher Jeffrey L.
Derevensky.
Christel Schaldemose
This Danish European Parliament member is
chiefly responsible for the European Parliament voting — yes it was non-binding, but still
— 544-36 in favor of a report that would block
the formation of a single market for online gambling in the EU. Almost as bad as the vote was
the rampant hypocrisy that ran through the bill.
Betting on sports was really bad, unless you did
it through a government-run monopoly so the
state could get the revenue, in case it was really
good. Sheesh. Make up your mind.
Steven Conroy
The Minister for Broadband, Communications and
the Digital Economy in Australia compiled a list of
“black list” Web sites last year that the country’s
ISPs would be required to block from its residents.
The list was supposed to be filled with sites related
to child porn, child abuse, rape and bestiality, but
when it was leaked it also included the home pages
of dating services, medical practitioners, private
companies and – you guessed it – at least 13 poker
sites, including Full Tilt, PokerStars and Absolute
Poker.
John Kindt
Kindt, a professor at the University of Illinois, was
quoted last year with a number of attacks on the
gambling industry, including statements such as
“widespread gambling gambles with our national
security by dragging down our national economic
security” and “(online gambling) would set us up
for something worse than the sub-prime mortgage
disaster.”
Southern District of New York
In June of 2009, the SDNY ordered the seizure of
$33 million from two payment processors, including
Account Services. Then it indicted Douglas Rennick
on conspiracy charges for bank fraud, money
laundering and operating an illegal gambling
business for allegedly processing payments for online
casinos and poker rooms with Account Services.
Nick Xenophon
At a December 2009 public hearing held by the
Productivity Commission in Sydney to discuss the
state of gambling in Australia, MP Xenophon said
that Australian players who drain their accounts
when playing at “illegal online gambling sites”
should have the “right” to ask their bank to void their
financial transactions.
APCW’s Wall of Shame
64
GPWA SEAL OF APPROVAL PROGRAM
GPWA Seal Program Grows to 1,163 Awardees
The GPWA Seal of Approval
program has now reached 1,163
awardee sites and continues to
grow internationally. The seal is
available in a range of languages
and includes participating
webmasters across nearly 50
countries.
“I continue to be humbled
by the growth of the seal of
approval program, particularly
in its international scope,”
said GPWA Program Manager
Steven Corfman. “The
widespread participation
speaks to a universal desire
to demonstrate professional
responsibility and to advance
the expectations of the
industry.”
To communicate the high
review standards to site visitors,
each seal links to a customized
verification page that includes
an explanation of the criteria,
the name of the recipient,
profiles of GPWA members
associated with the site and
details for reporting violations
to the monitoring team.
The criteria investigated prior
to award of the seal include
that the portal is managed
independently of the brands it
promotes; that it respects and
upholds copyright standards;
and that it does not send spam
email, promote or display
pornography, or use malicious
search-engine-optimization
techniques.
The seal technology detects the
default browser language of
each portal visitor, returning
both the award and verification
page in the visitor’s chosen
language. The service also
verifies the approval status of
the portal, ensuring its display
only on approved sites.
To apply for the Seal of
Approval, visit gpwa.org
or e-mail your list of sites
to [email protected].
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GPWA Seal Program
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Continued from page 65
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GPWA Seal Program
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Continued from page 67
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