Affiliate Manager Interview Series: Renee - Rewards Affiliates

**GPWA Gary** · 30 September 2009, 1:29 pm

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Rewards Affiliates represents a lot (and we mean a lot) of brands. How different are the various brands from a target audience standpoint? Do you have any brands that are specifically targeted at women? If so, what are they? How do you go about steering affiliates toward particular brands based on the audiences an affiliate might reach?

I think if anyone has a look at the different brands we represent, they will see an obvious difference in the look of each brand. As we all know, all MGS brands run the same framework, i.e. they are the same on the backend. From a marketing point of view, the graphics and the theme of the casino are mostly what attract the player to the brand.

For example, an affiliate may like to use Blackjack Ballroom to target blackjack players, while an affiliate who wants to target women may like to market Zodiac Casino since it’s probably a fact that more women are into astrology and star signs than men.

We have just launched a brand new casino targeted at European high rollers called Casino Action. This was designed based on a look and feel of some well known venues in Europe and we have received a lot of feedback that this new casino is very prestigious and is overall a very beautifully designed brand. It has proven to be quite successful so far in its purpose.

Basically to decide what brands to recommend the affiliates to target, I would need to ask a whole range of questions like which keywords and games (if any) they are targeting, if they know any details about the traffic like age, sex etc.

For example, one affiliate targets heavily towards Aussie players because the majority of his traffic is from Australia, and he heavily promotes Captain Cooks Casino since it has an Australian historical theme and Aussie players seem to love it. There are also a few games that have an Aussie theme like No Worries and Bush Telegraph. The particular affiliate pushes these games quite heavily too and finds them successful.

It looks like you represent a lot of Microgaming brands. How have you had to change the way you work since Microgaming exited the U.S.?

To be honest, in my opinion we haven’t really had to change too much. Obviously as the times change you adapt to the climate. I think affiliates are the same as operators in that sense.

One thing I have personally done is ensure that there is much more creative out there for the international languages like multilingual/multicurrency banners, splash pages and mailers.

We have also toggled our bounce back link a little so that any traffic from the US is forwarded to the affiliate’s link of choice. We are the only group to implement such a tool and so far we have received nothing but praise for it. Obviously this is a big step for any group to implement since it allows for traffic coming to our brands to be redirected to a competing brand if we can’t take the traffic, but I think this is positive for affiliates because it lets them know that we are looking out for them and their traffic.

In the forums, there has been a great deal of discussion about what types of bonuses convert best. In your experience, what types of bonuses provide the best conversion rates?

In my experience, and looking at statistics, the free spins offers bring in the most real player registrations across the board. Obviously this is something that varies depending on the marketing type, whether affiliate site, ppc, or a plain old marketing campaign.

The best thing about the free spins is that once the player has registered, they are yours for life. So if they decide to start playing in 10 years time, you will earn commission from their play. So the idea is to get them in the door so our retention team can get to work on what they do best.

I think these offers have proven to be quite successful for other groups too since they are popping up all over the place.

If an affiliate is uncomfortable with the promotions you’re offering (like certain free spin promotions), how open is Rewards Affiliates to working with affiliates to come up with a better option for that affiliate ?in terms of both the offer and the creative to support it?

The great thing about our group is that we have 19 casino brands with a range of sign up bonus offers, so there is really something out there for everyone.

I think it goes without saying from my forum posts and my commitment to doing what I can for affiliates that I am open to anything within reason.

For example, a couple of affiliates have expressed that they aren’t happy with the free spins promotions and that they feel that the player’s do not get a full sense of what it is about just by the promotion material. To combat this I told them I would have some new splash pages made to show the player that they can forfeit this offer to take the match bonus instead. While I got good feedback from everyone saying this was a great idea and they were interested, it wasn’t until about 2 weeks ago that an affiliate actually asked me to help them out with that, and it wasn’t anyone who had an issue with it in the first place.

Since it has only been a few days since the affiliate started using it, I don’t have any results yet, but I am interested to see what comes of it.. It would be nice to determine what the players want when it comes to these promotions. This will also help the affiliates tweak their sites to provide what their traffic is looking for.

So of course, I’m open to anything within reason (and it’s important to remember that there are 1000’s of affiliates out there so we can’t tailor a bonus to every one of them). It’s just a matter of affiliates being proactive too.. Tell me what you want and you shall receive 

Rewards Affiliates represents a mix of casino and poker brands. In your mind, what are the differences between poker and casino players that affiliates should be aware as they prepare content for their sites?

Casino and poker players tend to differ in the sorts of things they are looking for. It is true that some casino players like to also have the odd poker game and vice versa however, when promoting casino and/or poker it is important to remember that targeted traffic is always better converting than general traffic.

If a potential player hits an affiliate site through a search for ‘online casino??chances are they are wanting to play casino specific games. If you give the site ‘user?what they are looking for, when they click through that banner ?they are more likely to convert to a real player and that’s what this game is all about 

I would suggest ?target your traffic ?even bring it down to a game level eg: if you write content about blackjack ?ask me about our blackjack targeted landing pages.
The other point to make here is ?don’t assume that poker traffic will convert to casino traffic and vice versa ?this is not always true.

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?

I tell it like it is and I don’t sugar coat anything. Affiliates are human and so are us affiliate managers, so I think by just being myself is a big step in building trust.

I think another thing that builds trust is actually carrying through on what you say you will do, and being flexible. The affiliates I look after range from the U.S. to Europe and the UK, so by making myself available when the affiliate needs me to be is also a big factor in the trust game because it shows that I am willing to go that extra mile to help.

I also think meeting an affiliate/aff manager in person is one of the most valuable things in this business because it’s very easy to tell when someone can’t be trusted by their personality.

Besides trust, what are the keys to building successful relationships between affiliates and affiliate programs?

As I mentioned above, following through with what you say you will is the biggest one I think. If you are reliable, people will know they can count on you. Being flexible is also another biggie and being yourself is another one.

I think another key is not to take things to heart. It’s hard to do in this industry because everyone is so passionate about it, and that’s what makes it such a great industry to be in. I think some people do take things to heart though, and obviously because we are in an internet age, most communication is not in speech these days, so a lot of text gets misinterpreted and this can cause massive issues.

I think another HUGE one is to be personal with your affiliates! No I don’t mean that ?get your head out of the gutter! What I mean is, when you talk to your affiliates, don’t just be all business.. people have a life outside this industry too (yes you do!) and it’s nice to just chit chat about what you did on the weekend sometimes. Takes that pole out of your straight day (shows that you’re human too and don’t just live under your desk in the office, even if sometimes it would be easier!).

I think at the end of the day you should be able to have a laugh with your business partners as well as be professional with them. All work and no play makes an affiliate manager a very cranky lady!

How long have you been in the online gambling industry? Why did you decide to enter the field?

I first entered the industry in 2005 as a rookie affiliate manager for Rewards Affiliates (which back then was known as Casino Rewards Affiliates). I used to be a (self taught) web developer and studied computer science at university when the company I worked for was going down the shitter.. So I decided to apply for a bunch of jobs and see my luck.

For this particular role, I didn’t even bother putting a cover letter on my CV because I didn’t think I would get it judging on the things they were asking for in the job description (mostly coding stuff). When Ryan called me and told me I was in the shortlist I thought “WTF?!?and when I walked out of the interview I was sure I didn’t have the job. Turns out my social skills did me good that day and I’ve been here ever since 

When I started I actually had no idea whatsoever what my job was, or what I would be doing. I had never even heard of an affiliate before. About 2 weeks in I realised that people actually make money from advertising online casinos.. WOW!

So Ryan basically taught me everything I know and the rest is history. I’ve been an affiliate manager now for almost 4 years for a fantastic company and I’ve never looked back. The people I’ve met since joining the Rewards group are amazing and I can’t wait to meet even more people.

I think it goes to show that when you love something you will excel in it. So my advice for other people who might want to get into this industry, or any other industry, is to be passionate about it. You never know where or what it might get you (insert boast about 2 awards in a row for best affiliate manager here

)

If you wish you knew one thing about the industry before you entered it, what would it be?

I wish I knew how much money people were making so that I could be making it too! Haha, seriously though, there isn’t really anything I would have wanted to know about the industry per se. Maybe I would have wanted to know how much fun it can be so that I got into it sooner 

What advice do you have for someone just starting in the industry?

For an affiliate just starting in the industry now, I would say the best way to start is to choose a niche and focus on it. The industry is heavily saturated and I don’t think it would be wise to just jump in with one of the general topics or focusing on a huge keyword to start with. Target a few of the less popular keywords, or specific game types. These will prove to be more successful than say “online casino?for example.

Build yourself up, and finish your first project, before moving on to the next one. 35% of $0 is $0, so there’s no point starting 10 sites and never finishing any of them. Start with one and finish it before you move onto the next.

Monitor your traffic flow! Get a stats program like Google Analytics running on your site so you can see exactly where the traffic is coming from, what they are searching for etc in order to tweak your site to help keep your visitors on it for longer, and to keep them coming back to it.

Ask other affiliates for advice. Our industry is a very unique one where even though we are all in competition to each other, we also help each other out. Ask people to review your site and get feedback. Everyone who looks at it will have a different opinion. Remember that constructive criticism is only to your advantage because you will hear things that your visitors may also be thinking.

Do your research! The good thing about being an affiliate is that you have access to a crapload of information and you should use it to your advantage. Sign up to newsletters at other sites. Subscribe to Google alerts. Check out the forums. Research, research, research!

Don’t put all your eggs in one basket. After doing your research, choose a couple of affiliate programs to work with. After all, what works for someone else may not work for you and vice versa, so you need to move things around to ensure you are maximising your potential.

For affiliate managers I guess the main advice I have is just try to be yourself, don’t take little things to heart, and just get out there and be the best you can be. Remember that you have other friends in the industry who are willing to give you advice if you need it too 

You’ve talked about this a little bit in the forums, so I feel safe asking it here ?when did you decide to get your various piercings and tattoo? And why did you decide to get them? And which one is your favorite and why?

Wow I didn’t think this would come up in an interview, LOL.

Getting a tattoo is a huge decision because it’s going to be there forever. It took me just over a year to decide on exactly what I wanted. I had a fair idea but being such a huge decision, I wanted to make sure I just knew which was the right one.

The meaning behind my tattoo is very close to my heart. I went through a really horrible breakup at the end of 2007 and lost a lot of my life in the process, but I came out 500% stronger and a much better person, so I wanted to get something with meaning that would make me remember how strong I am forever.

My tattoo was designed by a girlfriend of mine and it says “Fortitudo?which means “inner strength?in Latin. I got it on my left foot for the significance of walking forward with your feet. I love it and would never change it. So far this is my only tattoo but I have thought about a few others. So far nothing has jumped out at me like this one has so I will wait until they do before deciding on another one.

Piercings.. I love my nose piercing the best. I had wanted it since I was 10 years old and my father always said to me, “If you were supposed to have a hole there, it would be there already!?So of course, being a daddy’s girl, I never actually did it. Then 2 days after the event mentioned above I decided to just do it. It seems to be the trend since the event. Doing things I would never do before. It’s great 
It didn’t really hurt though because I had just been to the dentist beforehand and my face was numb :P

The piercing that hurt the most was the naval piercing and I have to say, I would NEVER do it again. The tattoo hurt too, but it’s not comparable.. The tattoo doesn’t hurt anymore once it’s finished, whereas the piercing hurt whilst getting done, then for about a year or so afterward while it was healing, getting infected, then healing again. Gotta say though, my tummy looks strange without it now. I’d hate to lose it!

I’d definitely get another tattoo.. stay tuned!

If you could have dinner with three other people, living or dead, who would they be and why?

Christina Aguilera. She is my favourite singer and I would have to be her biggest fan ever. Cried so much at her concert I almost needed a bucket (she actually pointed at me while I was the only one standing in one of the front rows while singing). Have followed her since day 1, have all her albums (English and Spanish) and have numerous calendars, photos, member of fanclub etc etc.. don’t need to explain that one anymore.

Second person, I would probably say my great uncle Ferenc Puskas, because I planned to see him in 2007 when I went to Europe but he passed away just before I got to get over there..

Third I am going to say my grandfather on my dad’s side. I remember when we were little he used to love to joke around with us, and I’ve just recently found out that I was his favourite so I would love to be able to see him again now that I’m not 5 years old anymore. I think we would laugh the house down.

If someone was visiting you in Australia, what one place would you make sure they saw? And why?

This is actually one of the hardest questions I’ve been asked, ever. Our country is so beautiful and I think that as fascinating as they are, the landmarks and capital cities take away from the beauty of the rest of the country.

Where I live, which is about 1.5hr south of Sydney, has the best beaches and amazing views over the escarpment. Anyone who has seen these has been fascinated by them. So I guess I would probably take them to see these things..

Otherwise, even though I have never been on it myself, but hope to soon, I would make sure they saw the Great Ocean Road and the Twelve Apostles. The pictures, I’m sure, don’t even give this place justice.

What is the last book you read? Did you enjoy it? Why or why not?

The last book I read I couldn’t put the bloody thing down until I finished it!
It was by Australian comedian, Judith Lucy, and is called “The Lucy Family Alphabet? I loved it so much because apart from reminding me a little about my crazy family (yes they are bloody crazy), it made me feel as though they weren’t as crazy as I thought, and that every family has a bit of crazy in them. Definitely a recommended read.

What is your favorite movie? And why?

Well it’s called Moulin Splouge and it starts off in this low lit bedroom with some pretty groovy music where a half naked woman walks in on a man laying on the bed reading a book and says “Hey big boy, wanna ride my trapeze???LOL of COURSE I’m kidding!!

I have a few favorite movies. The first is 8MM. I love this movie because Nicolas Cage is my favourite male actor for starters, and I think it really goes into what the snuff porn industry is like. I think he played an excellent role in that movie for what it was about.

My next favorite movie is Life is Beautiful. I love this movie because the main character reminds me of my father, i.e. he would do anything for us kids. I also love the romance in the movie. It makes me feel warm and fuzzy. “Buongiorno Principessa!?br />
Last favorite is The Castle. It’s an Aussie film and it just cracks me right up. Aussie films are just hilarious anyway because of our stupid slang and our crazy way of life, but this one takes the cake of all of them.

My favorite quote: “Dad, joltin?sticks?“How much is ‘e askin? ?400 for the pair?“Tell ‘im ‘e’s dreeeeeamin??br />

If you could change one thing about the online gaming industry, what would it be?

I would make it cheaper to travel so that people could have real personal relationships more frequently. Nothing is more valuable than that IMO.

What are three things that no one knows about you?

- I have extremely curly, frizzy blonde hair naturally, which I dye black and get chemically straightened (yes I’m a blonde hair, blue eyed Hungarian gypsy).
- I have a famous great uncle who used to coach the Real Madrid soccer team and was a striker for Hungary during one of the World Cup series. He also coached the Melbourne Greek soccer team in Oz ?Ferenc Puskas.
- I am a sci-fi freak (mostly a trekkie and strange phenomenon) a nerd (probably the biggest one in the world), and am a tom boy all in one 

**ironman2000** · 30 September 2009, 1:56 pm

Teriffic Interveiw Renee..................

I nearlly fell asleep twice reading it...............not because it was boring I must add. Just that its been a long day working on too much at once. I have been burning the candle at both ends recently to to get things ready in time with my new venture begining next month..........stay tuned

Keith

**universal4** · 30 September 2009, 3:13 pm

Congrats Renee,

Just many more of the reasons that you are a True Gem in this industry.

Rick
Universal4

**villa10** · 30 September 2009, 4:40 pm

- I have a famous great uncle who used to coach the Real Madrid soccer team and was a striker for Hungary during one of the World Cup series. He also coached the Melbourne Greek soccer team in Oz ?Ferenc Puskas.

You're a relative of one of the soccer legends of all time.
Ferenc Puskas, Di Stéfano, Gento, Kopa.
My God. The best Real Madrid ever.
I'm soccer fan...

Nice interview!

**TrishOZ** · 30 September 2009, 5:40 pm

Top interview Renee

**Renee** · 30 September 2009, 6:25 pm

Thanks guys, and thanks to Gary for posting it.. I was wondering when the full interview would be posted

Originally Posted by villa10

You're a relative of one of the soccer legends of all time.
Ferenc Puskas, Di Stéfano, Gento, Kopa.
My God. The best Real Madrid ever.
I'm soccer fan...

Nice interview!

Yes! Ferenc is (was) my great uncle on my father's side. My grandmother's brother.

While growing up my father used to talk about him often. Then when I decided to travel to Europe on holiday, I planned to see him. I was about 6 months too late unfortunately, but his legend lives on in Budapest. I can't wait to go there and see the stadium.

It's funny because he is obviously not well known here, except for the Greek community, and when I was in Greece during that trip my ex would tell the cab drivers that I was Ferenc's great niece and they would let us ride for free. They have adopted him as one of their own I am told..

Keith - I hope it wasn't because the interview was boring! Maybe try again when you've had more sleep.

Rick/Trish - Thanks mates!

Edit: Gary I don't suppose you could post a link to the photos that went along with the interview for anyone who didn't see them in the GPWA mag?

**mojo** · 30 September 2009, 8:30 pm

Great read Renee! Working with you and Rewards is always a bright spot in a sometimes dim climate. I'm so glad I got to know you both in business and personally. You are always there for us, things are smooth and it's so refreshing. Hence The Best Affiliate Manager two years in a row! (another plug for you)

Just many more of the reasons that you are a True Gem in this industry.

I echo this and have seen it said many times. What kind of gem would you like to be?

**pdjoe** · 30 September 2009, 8:33 pm

A great interview from a great affiliate manager,

I would expect nothing less.

Congrats Renee and thanks for all you do for everyone in the gambling world!

**slotplayer** · 30 September 2009, 9:15 pm

good interview Renee,

I like Nicholas Cage movies to.

**matted** · 30 September 2009, 10:04 pm

woohoo - I'll get around to reading the whole thing in more detail, but had to give a high-five to geekdom!

If you are ever in NC we can watch some star trek, talk about some chemistry, then take my 10" out and glimpse a globular cluster. Referring to a telescope, of course <lol>

**Daera** · 30 September 2009, 11:31 pm

I agree, a great interview Renee! Like everything you do... great.

I'm glad you're still there at Rewards. I know things will always be handled properly with you on the job. Keep up the good work!

**Renee** · 1 October 2009, 12:30 am

Originally Posted by mojo

Great read Renee! Working with you and Rewards is always a bright spot in a sometimes dim climate. I'm so glad I got to know you both in business and personally. You are always there for us, things are smooth and it's so refreshing. Hence The Best Affiliate Manager two years in a row! (another plug for you)

I echo this and have seen it said many times. What kind of gem would you like to be?

Awww thanks!

I think I would be a tanzanite if I had to choose.. They are my favourite. I have a pair of tanzanite and diamond earrings that my other half bought me back from South Africa and they are gorgeous.

Originally Posted by matted

woohoo - I'll get around to reading the whole thing in more detail, but had to give a high-five to geekdom!

If you are ever in NC we can watch some star trek, talk about some chemistry, then take my 10" out and glimpse a globular cluster. Referring to a telescope, of course

I cannot tell you how much that would please me

I did get a bit scared when you mentioned your 10" though.. my first thought was "keep that thing away from me!"
I love looking a the stars though.. Sydney Observatory is one of my favourite places to visit.

Originally Posted by Daera

I agree, a great interview Renee! Like everything you do... great.

I'm glad you're still there at Rewards. I know things will always be handled properly with you on the job. Keep up the good work!

Thanks chick! I always try my best

**GPWA Gary** · 1 October 2009, 3:21 pm

If you want to see the pictures that were part of Renee's interview spread, here is a link to the PDF file of the magazine. Renee's interview appears on page 56.

https://www.dietistaktuellt.com/magazine/issues/gpwa_times_magazine_issue_09.pdf

And just as an FYI to everyone, the PDF files of all of our magazines can be found in the GPWA Times Magazine section of our Web site:

www.dietistaktuellt.com/magazine/

Enjoy!

**GamTrak** · 2 October 2009, 7:08 am

I finally got around to reading your interview Renee and it's as wondeful as I expected it to be. Good job.

**bonustreak** · 2 October 2009, 12:35 pm

I have started working with Renee more then I use to in the past and I have to say it is a blast! Thanks for always being there for us affiliates and helping us with anything you can, even when it is not your own program in question you are always there for affiliates!! You rock

**Renee** · 6 October 2009, 2:23 am

Originally Posted by bonustreak

I have started working with Renee more then I use to in the past and I have to say it is a blast! Thanks for always being there for us affiliates and helping us with anything you can, even when it is not your own program in question you are always there for affiliates!! You rock

Thanks chick!

No problems at all.. it is my absolute pleasure

**mooleyjones** · 7 October 2009, 6:00 pm

Well, I gotta say, first of all I think that Rewards Affils has the best website, and website reporting of all the sites. Everything is right there in front of u and searching is simple.
I can't stand the ones where u have to go a month at a time.
With that said, Renee is as cute as a button with a personality to go with it.
I love Dave and her and loved the interview. The trick is personal service and a good personality and they both have that goin reallllllllllly good..........

**Renee** · 7 October 2009, 6:38 pm

Thanks Mooley!

Will pass your kind words onto Dave

Cheers

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