Affiliate Manager Interview Series: Jon-Jon Keegan - PlayShare

[CityMn]

Name: Jon-Jon Keegan
Position: Affiliate Manager, PlayShare Affiliates
Age: 33
Hometown: Cape Town, South Africa
Favourite Sports: “Waterskiing, wakeboarding, kitesurfing, mountain biking, rugby, cricket – pretty much all sport activities, really – particularly sailing, or anything to do with the sea, and being outdoors.”
Favourite Travel Destination: Vancouver / California
Words of Wisdom: “Program Managers should be honest, reliable, trustworthy, and dependable. There’s no excuse for failure to please and for not providing the best service possible.”


Tell us about your program.

G3 Partner (currently merged with PlayShare and will soon be one program, www.PlayShareAffiliates.com) launched mid-2006, but is by no means a new program. Both Lawrence Wilson and I have been in the industry since 2000 when we built ReferBack, and we’re back together to create and establish another truly international powerhouse. Over the years we have gained experience across Microgaming, Playtech, RTG, and Parlay software platforms, allowing us a broad understanding of the industry.

PlayShare has offices in London, Gibraltar, New York, Beijing, and Cape Town, with Macau soon to be added. Our global vision is to invite and welcome as many people from as many different countries to play at our casinos and be looked after personally in their own language. With features like no negative carryovers, a "20% higher than average" player value according to Microgaming, constant affiliate bonuses and incentives, and our unique $150 minimum payment guarantee, our affiliates are never out of pocket.

Since passage of the UIGEA – what has changed and how has your program adapted?

We have aggressively pursued any method of getting our players and affiliates paid, been in constant contact, and have been issuing regular updates to ensure clarity. We still accept US players (apart from the 11 states) and are committed to assisting our affiliates in penetrating the European markets – this you will notice through our activity on the boards promoting free translation services, supplying content, and our constant development of new creative and marketing materials for these markets.

We are currently focusing on the UK, Germany, and France, with the following languages coming on board relatively soon: Chinese, Italian, Japanese, and Spanish, amongst a host of other profitable languages.

How do you approach working with portal webmasters?

Keeping our affiliates current and informed is of the utmost importance, along with providing unique and fresh content, banners, and translated material regularly. And let’s not forget on-time payments, and reports that provide timely, useful information.

What has the withdrawal of Neteller meant to the industry and your program?

Higher charges, frustration in getting money to our affiliates and players, and of course a reduction in US business. Neteller still remains the favourite for the majority of affiliates based outside the US, and those within the borders elect either to receive cheques or wires.

This event separates those programs willing to go the extra mile for their players and affiliate partners from those who aren’t willing or able to do so. We have maintained our payment period and are processing faster as each month goes by.

What do you hope to accomplish being a GPWA sponsor?

I do believe that I was amongst the first (if not the first) handful of affiliate managers to sponsor the GPWA back when it opened up to the programs. Right from the beginning I have pushed for clarity on all issues, been actively involved, and flown the flag for affiliates and your side of the industry – ensuring fair treatment and fighting for a level playing field. I hope to continue with the friendships fostered here, and continue to provide more than what the GPWA members expect of us.

What advice would you give to new would-be gaming affiliates?

Consistency! Do the right things, stick to your goals, and you will be rewarded. This market is still very open to new affiliates who are willing to work hard and smart – there are plenty of opportunities out there and the market is growing every day.

What do you see as the most essential things that an affiliate must be doing today to achieve long-term success?

Target specific markets and concentrate on what you know, or are interested in – no reason to do something you don't enjoy! Create associations with many other webmasters, frequent the methods that you would want to be seen in and be wary of being tempted to the "dark side"!