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Rummy is a game that a lot of affiliates may not have expertise in promoting. In terms of demographics, how are rummy customers different from online casino or online poker players? What's their average age? What's the male/female breakdown? And if you know, how do their interests differ from the typical online casino/online poker customer?


The main difference between rummy and other games is that rummy is entirely a skill game. Casino games rely on luck, and rummy players cannot depend on ďbluffingĒ to win a game as poker players do. Rummy is an international game, one that families can play together. RummyRoyal offers its new players the opportunity to play at beginnersí tables, only against other beginners, so that they will gain confidence before playing against more experienced players. RummyRoyal has about a 60/40 male to female ratio, and our average age range is from 25-45 years old, the median being 32.

The biggest difference with our players is that since rummy is a household game, most people do not know that they can play rummy for real money online. Rummy is a game known around the world by its local variations, which RummyRoyal recognizes by offering 15 brands of the game, including: Remi in Romania, Okey in Turkey, Burraco in Italy and Kalooki in the U.K.

What other major differences are there between promoting online rummy vs. online casinos?

Itís pretty simple Ė we are not a casino. Rummy is a different product in and of itself. Many of our players are poker and casino players, so there is a nice overlap there. Same goes for our affiliates. The great advantage of being a rummy affiliate is that you gain a popular product to promote to poker players who can use their skills at rummy, or a sports better who may take a break from betting and play an interactive game.

In terms of lifetime player value, what can affiliates expect out of a rummy customer?


Affiliates can expect pretty much the same player value as from a poker player.

What differentiates Rummy Affiliates from other affiliate programs?


I like to think of Rummy Affiliates as a boutique program. We donít represent five different casino brands like other programs do and we employ more affiliate managers, so the ratio of affiliate accounts to manager is really nice for the affiliate. Our affiliates have more direct contact with their account managers, especially managers who speak the affiliateís native language. Our top three concerns are customer service, reliable and timely payments and reports, and having a great product to offer.

What is the biggest challenge facing RummyRoyal in 2011?

We are growing and expanding at a very fast pace and we are always trying to keep up. We just added a new white label with Offside Bet, and are currently working on others. We have many projects in process right now. Itís a really exciting time for us.

You studied at Brandeis University in Massachusetts. What experiences have you taken from Brandeis that have helped you in your job at Rummy Affiliates?


I have moved around quite a bit. I was raised in Los Angeles, studied in Boston and now I am living in Tel Aviv, so I have learned how to easily adapt to a new place. At Brandeis, I received a dual degree, both parts of which were interdisciplinary, so I have learned how to take many different experiences and subjects, and combine them to formulate one solution. This technique comes in handy in marketing, and has assisted plenty with my job at Rummy Affiliates.

How did you end up studying at Brandeis? And how did you end up moving from Brandeis to Rummy Affiliates in Israel?

I applied to Brandeis as a fluke (Boston is great, but who would choose Boston over the sunny beaches of LA??) but I saw a good opportunity and went for it. Itís the best fluke I ever took advantage of, and I am very grateful for my education.

It has always been my dream to live in Israel. When I arrived in Israel, I met Udi Abudram, who is now the CMO at Rummy Affiliates. He knew I had experience in marketing. One thing led to another and here I am today, living in Israel and working in a job that I love.

How much about online gaming did you know before joining the industry?


To be honest, I did not know too much. I knew it existed, but I had no idea just how large and successful the industry was. Now that I know, I try to stay informed about all the current news and changes in the industry. It has been around for a while, but itís always evolving Ė thatís one of the qualities I like about it.

Now that you're in the industry, what do your friends and family think about it?


I donít think many people are familiar with affiliate marketing, so itís easier to say I work in marketing. But I like to teach and explain things, so when the opportunity arises, I am happy to explain what it is. Most people I know are casual gamblers, so being from California means they just go to Vegas or to one of the local casinos on the Indian reservations.

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?

I definitely spend lots of time going through e-mail. The first thing I do each morning (after making coffee, of course) is to sort through and mark all the e-mail that needs a response. I will reply to the time-sensitive e-mail first and work my way through the rest. I donít like to leave anything pending in there. I immediately get back to affiliates, answering questions, recommending and supplying them with materials. I find that grabbing the materials and sending them myself is the most time-effective thing for both of us.

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?


The best way to gain trust is by establishing real and personal relationships with affiliates. I prefer to have direct contact with each and every one. Speaking on the phone is ideal, but since most affiliates spend much of their day on the computer, it gives us the opportunity to chat and get to know each other. This is actually my favorite part of being an affiliate manager Ė I really enjoy these personal connections, such as knowing when an affiliate has a baby, speaking about their weekends and holidays, and knowing them outside of their affiliate job.

From a technical standpoint, Rummy Affiliates is very strict about making payments on time. We pay by the fifth day of the following month, and our affiliates know exactly when they will get paid. This punctuality builds trust and is extremely important in any partnership.

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


Itís all about reliability and being relatable. I try to be as available as possible for my affiliates via e-mail, phone and messenger, replying to their questions as soon as possible, and providing the best advice.

And again, the most important thing for me is the actual relationship with the affiliate. It is a professional relationship, but I try to be as friendly as possible, and I have made some really nice friends along the way.

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


Iím not into gambling myself; I think it takes some guts. I got into this industry from the marketing side, and it opened my eyes to an entire new world that I didnít know existed before. The closest I get to gambling are the poolside lounge chairs in Las Vegas!

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

Truly how big and lucrative it is, and just how many different opportunities there are for affiliates. If I knew how to create websites, I would probably be an affiliate myself.

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


To keep up! There is so much going on and a lot is changing these days, so people in this industry really need to stay in the know; ask good questions and keep informed on industry news.

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


Leonardo da Vinci, since it would be an honor to meet such a genius; Woody Allen, because he intrigues me; and Beyoncť. I wonder what that dinner conversation would be like . . .

Whatís the best movie food? And why?


Peanut M&Mís. Do you really need to ask why?

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


I tend to start books over and over again and never find the time to finish them. Currently, itís The Innocents Abroad, by Mark Twain. I am sure I will finish it . . . eventually. The last book I read that I could not put down was Water for Elephants, by Sara Gruen. Now I need to watch the movie.

What is your favorite movie?


Itís a triple-tie: Forrest Gump, The Shawshank Redemption and Shrek. They explain all of lifeís biggest lessons.