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  1. #1
    GPWA Dan is offline Former Staff Member
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    Default Affiliate Manager Interview Series: Justin Provaznik - Slotland Affiliates

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    Slotland Affiliates represents two brands that specialize in offering slots – Win A Day Casino and Slotland. What makes these two sites unique?


    Everything is developed in house. All of our games are unique. You won’t find them or anything like them anywhere else. Our in-house design team is really innovative. I don’t think anyone has told them what an online slot machine is supposed to look like – they’ve come up with some really original concepts and they’ve added their own twists to the usual slot machine themes like genies and pyramids. All the new games are brilliant, full-screen Flash games that really leap off the screen.

    I think the other thing that makes Slotland and Win A Day unique is customer service. Our players know that every single comment they make about their experience with us is taken totally seriously. I was in customer service for years before I got into marketing. We really got to know our customers quite well and gave them pretty personal attention. I think that’s the main reason we have such high retention rates.

    How is marketing a slots site different from marketing online casinos that offer a full slate of gaming options?

    Most of our regular players are expert slots players. We can’t just have a superficial knowledge of slots. We have to think like slots players. We have to know what they’re looking for in a game, how they compare one game to another. We have to know what kinds of incentives and bonuses will appeal to them most. We have to talk the talk! I’ve become an expert in slots strategies and payout charts and bonus games, triggers, scatters, wilds, etc.; to attract and retain players you need to become an expert because when you do, your players show their appreciation by their loyalty.

    Slotland doesn't offer any poker, bingo or sports betting. Is it more difficult to attract players without the other offerings?

    We are doing well with almost exclusively slot machines although we don’t get the cross-promoting from related products. People come to Slotland and Win A Day looking very specifically for slots and video poker games. When they get to our sites, they find the coolest slot machines they’ve seen on any of the sites they’ve been checking out and they soon discover that we are nice people who treat our players really well. We do have some casino games other than slots – keno, roulette and some video poker. We find that even the most avid slots player likes a change of pace once in awhile and likes to take a break on a different kind of game. But for the most part, our players love slots. That’s what they came for, and that’s what we do really well.

    What do you think the three greatest challenges facing the industry are right now? And what would you do to solve them?

    Well, the global economy has certainly affected everyone. We’ve found that most of our players are still playing, but many aren’t spending quite as much. We don’t want them spending more than they can afford to spend, so that’s really a good thing. I think we’ll see an improvement in 2011.

    Different regulations in different countries always had an impact but now they’re a bigger pain in butt than ever before. That brings many great challenges, and it can greatly influence how this entire industry is seen through the eyes of an external observer.

    I think coming up with better and better games is always going to be one of the basic challenges in this business. Players are always eager to see what you’ll come up with next. It becomes more and more challenging to impress them but we’ve been doing pretty well for more than 12 years now.

    If Slotland Affiliates discovers someone is spamming to promote your brands, what steps will be taken to stop the spamming?

    We definitely do not approve of or tolerate any sort of spamming or flaming. If that happened the first thing we’d do is get in touch with the affiliate, try to get them on the right track, talk to them about much more effective marketing techniques. We’re here to help our affiliates, not shut them down, but since this is such a serious issue we wouldn’t hesitate to freeze an account if they persisted.

    Do the target audiences for your brands differ?


    We know that more men play at Slotland and there are more women playing at Win A Day Casino. I don’t know why that would be. Slotland isn’t actually just slots – it has a lot of slot card games as well, and those attract a certain type of player since card games are more strategic. Slot players who like a little keno and roulette once in awhile prefer Win A Day since it has those games as well.

    Slotland is more of an “old school” online casino. There have been many design changes in the works but Slotland still attracts those who are looking for a classic experience.

    One way to keep affiliates happy is to pay them on time. What steps has your program taken to ensure that they’ll be paid on time? And when do your payments go out?

    Since we started our business we have always processed affiliate payments on the first business day of the month. Depending on the payment method, affiliates receive their commissions within a few days tops. We have kept the payday on the 1st of each month even with Net Revenue Share, which we have introduced recently as an alternative to Gross Revenue Share based on deposits solely.

    What are the three most important attributes affiliate managers must have in order to be successful?


    I think they must be friendly and helpful. Apart from being nice to everyone, it’s the ability to listen. And you have to be a multi-tasker. It also helps to be flexible about your hours because with affiliates all over the world you get inquiries 24-7.

    Affiliates and affiliate program managers have several things in common. One of them is their e-mail inboxes are always full. How long do you give yourself for responding to e-mail? And what e-mail management tips can you offer?

    So it’s not just me? When I started I was pretty bad with reply times (sorry!) but I’m getting continuously better. I always try to sort and reply to e-mail between other tasks so no one ever waits too long for a reply. I think the key is to constantly keep up with incoming e-mail – deleting, sorting, replying and prioritizing. If my inbox gets too full something is bound to get overlooked.

    How do you manage your “to-do” lists? Do you use any special software to help you out?

    I use a very sophisticated piece of software to organize my tasks. It’s called Stickies and my computer came with it!

    In your mind, what’s more difficult, attracting players or retaining them?

    I don’t think anyone retains as many customers as we do for as long as we do. Our teams work hard to make sure players are satisfied and happy to come back, and players do appreciate it. Many of them have been with us for more than 10 years. When players see our games they want to play them. So I’d have to say that attracting new players, in a marketplace with so many others to choose from, is probably the biggest challenge. Fortunately that’s one thing that affiliates are very good at.

    How can affiliates help in retaining players?

    It’s always good when affiliates keep all the info about sites they promote up-to-date. Some have great communities that also allow you as an operator to listen to what your players have to say, which is priceless.

    Players seem to know when a progressive jackpot is about to be hit, and when they think the very next spin could produce a $100K jackpot winner we really get busy. Letting players know when a jackpot is hot might be a good way to generate repeat visits.

    How long have you been at Slotland Affiliates? What is the biggest difference between when you started and now?

    It’s been more than four years since I started with Slotland. Wow. A lot has changed. Everything! We didn’t have Win A Day when I started here, and our unified affiliate program for both sites, Slotland Affiliates, was only recently launched. There used to be only one affiliate manager but now there are two, Jack Jelinek and myself. We now offer affiliates a choice between Gross Revenue Share or Net Revenue Share commissions. And we moved to a much nicer office recently!

    What distinguishes Slotland Affiliates from other affiliate programs?


    We’ve been around for a long time and we have players and affiliates that have been with us for more than 10 years. We also pay our affiliates in a very transparent way. Our unique Gross Revenue Share commission plan is based on players’ deposits only and nothing is ever deducted, no negative carry-over, but affiliates that prefer the classic Net Revenue Share have that option.

    I understand you attended the CBG Affiliate Weekend. Why did you attend the conference? What did you learn while you were there? And what was Niagara Falls like?

    It was summer and it was moist and sticky! Seriously, this conference is different from most other ones. It’s a relatively small event. There are lectures and speeches but really it rather resembled a big party and was a great way to really get to know affiliates that previously I’d known mainly through e-mail. It was great to spend some time with them, learn how they feel about our program and what their needs are. Last but not least, I learned to play air hockey (no, I’d never played it before).

    Do you gamble yourself? If so, what games do you like to play? Were you an online player before getting into the industry?

    As a kid I had a roulette set but always wanted to be on the bank side. I like blackjack but I really suck at card games so I only play them occasionally.

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


    That my inbox is never going to be empty again (but that’s better than its being empty all the time). And how much people in the industry party. I would have joined much earlier!

    What’s your best party story?

    Two Halloweens back my former colleague Hilary had a great party. I partied so hard that I ended up in intensive care for three days. Ask me this question again after I’ve been to LAC in January. I certainly intend to come home from London with a story or two!

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

    If you’re messy like me, get organized. Make lists. Prioritize. Just do the work. Oh yes, and have fun – we’re in the business of making fun!

    What’s the best movie food?


    I can eat TONS of popcorn. Cheese or butter is best. It’s the healthier (I hope) alternative to chips.

    What is the last book you read? Did you enjoy it?

    The last book I “read” is my Japanese study book Youkoso. That’s my night reading and I do enjoy it until I pass out.

    What is your favorite movie?

    I don’t have an all-time favorite but "Kunsten å tenke negativt" (The Art of Negative Thinking) by Bård Breien is one of the latest ones. It’s a nice dose of sarcastic dark humor, which is so close to my heart.

    If you had a theme song, what would it be?

    Probably “I Will Survive.” Because I will!

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

    Probably the image it has in the eyes of some outside observers, especially in some countries.

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

    1. Steve Jobs, because I’m Apple obsessed.
    2. The Dutch Queen, Beatrix – there must be a secret why everyone loves her and I would like to discover it.
    3. At least one top quantum physicist. I really want to learn what happens to the electrons when they keep disappearing from our universe!

    What are three things that no one knows about you?

    1. I have a pair of wooden clogs and I do wear them sometimes.
    2. I’m part Hungarian.
    3. I’m a heavy iced-coffee addict.

  2. #2
    davenewgates's Avatar
    davenewgates is offline Public Member
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    Like the answer with what could he change about online gaming The negative connotation of what online gaming is must change for those who were not familiar with it.

  3. #3
    Christoff is offline Public Member
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    Great interview - Justin is a great AM and Slotland is a decent brand too.

    I want to know more about the 3 days in intensive care though!

  4. #4
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    wagerjunction is offline Public Member
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    Wonderful Very nice interview.

    I second Christoff I also would very much want to know about the 3 days in ICU.
    Amy
    Affiliate Manager
    WagerJunction | Facebook
    [SIGPIC][/SIGPIC]

  5. #5
    Michelle-SA is offline Non-sponsor Affiliate Program
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    I remember that party and his stay in ICU...we were all worried. Glad I survived the party without a hospital stay.

    Anyway, stop by our stand at LAC and I'm sure Justin will say a word or two about it if you dare to ask
    Michelle Mulder
    Slotland Affiliates

  6. #6
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    casinogod is offline Private Member
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    Thanks was a great interview, very interesting thanks.

  7. #7
    casinobonusguy is offline Private Member
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    Justin is a Fantasic guy and we have received great feedback from people who just started with them at our event.One thing about Slotland is they seem to be consistent over the years ,very few issues with them.Glad you enjoyed the air Hockey ,Poker keep's wife claimed she was the champion lol

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