Affiliate Interview Series - Alex Tester

[GPWA Daniel]

(This interview was originally published in the October 2019 issue of the GPWA Times Magazine)

When did you first get into the iGaming industry? Why did you decide to enter this industry?
In 2016, shortly after moving to Malta. I kind of fell into it by chance while working as a content writer, but I’m glad I did!

What did you do before joining the iGaming industry? How have the experiences you had or skills you developed in other positions helped you as an affiliate?
Basically I was an office guy, bouncing around different temp jobs at my local council. So I picked up quite a range of different skills relevant to that kind of work, like improving processes, creating spreadsheets, etc. So I guess doing that helped me as an affiliate by buffing up my organizational skills. And having a few couple of basic blogs and websites also helped.

You have sites targeting the U.K., U.S., and German markets. What are some of the challenges of each of these markets?
The biggest challenge of all three markets has to be legal compliance. The U.K. Gambling Commission and Advertising Standards Authority have very stringent requirements, as anyone working in that market knows. The U.S. is a constantly changing landscape. And Switzerland recently shut down activity. But you could easily say this is all par for the course in our industry.
German and British players seem to love "free" offers, while also leaning toward brands they know and trust. Speaking as a Brit, I know that there’s definitely this mentality of wanting to hunt down the best offer – whether it’s in the supermarket or the online casino.

What are your thoughts regarding the newly regulated markets in the U.S.?
It’s an exciting opportunity for anyone working in English-language gambling affiliation, us included.

What makes your sites unique?
We just relaunched with a brand new design, actually, and with it added the functionality for visitors to be able to filter our lists of casinos. Another big change was to our review pages, which are now much more data-driven, detailed and informative.

How do you decide what casinos to promote?
We have a dedicated account management and business intelligence team that makes these decisions, as well as multiple reviewers specializing in the various aspects of online casinos.

Tell us about your current employer.
I am employed full-time by Highlight Media, an affiliate company of over 15 years. They are the owner of CasinoGuide and Pokerlistings, among several other successful affiliate brands. Highlight is part of Net Gaming Europe AB, which is listed at Stockholm Nasdaq First North Premier.
There are three freelance writers who assist me in producing content for CasinoGuide, and I have several colleagues within the company working on it with me too who specialize across various fields, including content, design, development and SEO.

Do you gamble?
I’ve played now and then in brick-and-mortar casinos, but it’s certainly not a regular thing.

How often do you get to see and interact with other people in the industry? Do you attend conferences?
I work in an office full of people in the industry, but I attend conferences less than I should. I intend to make amends by attending SiGMA in Malta this coming November.

What traits do you look for in an affiliate manager?
Cooperative and flexible.

Why did you join the GPWA? How did you first find it?
When I first started as Project Manager of CasinoGuide, I was very new in the affiliate industry and it was good to find a forum of people helping each other out and sharing knowledge.

What do you like about the industry?
It’s fast-paced, lucrative, constantly evolving and full of very interesting people.

If you could change one thing about the industry these days, what would it be and why?
I would prefer it if more markets were regulated as well as the U.K. one is – I’m not a fan of the government there, but the Gambling Commission does at least seem to do a good job of protecting players while allowing the industry to flourish. I think that regulation will be more prevalent in five years, as more governments seek to benefit from the lucrative iGaming industry through taxation.

What do your family and friends think of your work as an affiliate?
They’re just happy I’m doing something I enjoy – I’ve always been a bit of a techie kind of guy, and working with websites is a good fit for me. I think it’s often surprising for people how lucrative it can actually be if done successfully.

What's your approach to SEO and drawing traffic to your sites?
SEO is our primary traffic source, so the majority of what I do is with the intention of gaining and improving rankings. Regarding approach – it’s all about branding, authority and meeting user intent!

How much time do you devote to social networking for your sites?
We are always looking at the different trends and trying to create content on the site that answers the big questions casino players have. I also try to spend some time on forums and Q&A sites, answering questions relating to online casinos. I think it’s very important to be a part of the wider community when operating a website within any niche.

What's the most difficult thing about running your sites?
Keeping all the different plates spinning while making sure that we are constantly improving on all fronts.

What's the best thing about running your sites?
The variety. Every day brings new challenges, and there are so many aspects to the work.

What do you do to stay in shape – both physically and mentally?
I play five-a-side football to keep the beer belly away, and I work on side projects to keep challenging myself.

What did you dream of doing, both professionally and personally, when you were a kid?
Professionally, I always wanted to be a teacher. Personally, I wanted to be a footballer!

If you won $10 million playing the lottery tomorrow, what would you do?
So many things. Probably by the time the adrenaline wore off, half of it would be gone. I’d pay off any debts my family might have, buy a bunch of property (physical and digital), take my wife traveling and save the rest.

If someone from out of town were visiting you, what’s the one place you'd definitely take them to see?
Depends what they’re into! But I like burgers – there’s a nice little place called NOVI Bar in Gzira that is always on my agenda.

What are your pet peeves?
People who eat noisily, and people who can’t open and close a box of cereal without completely destroying it.

If you were stranded on a desert island, what three items would you take with you and why?
Sunglasses, a beach towel and a copy of Lord of the Rings, so that I might finally finish reading it.

If you could invite any five people, living or dead, to dinner, who would they be?
Keanu Reeves, Dennis Bergkamp, Liam Gallagher, Noel Gallagher and Mila Kunis.

Name three things that people reading this magazine don't know about you.

1. My lung once collapsed to the size of a pea and had to be re-inflated.
2. I am a huge fan of MCU movies.
3. I wore seven different outfits on my wedding day.

[wolfie]

Great interview. I really enjoy these.

And yes, Dennis Bergkamp, the non-flying Dutchman. One of the most skilled and gracious football players ever.

[smoothwebsites]

He's always been my favourite. Some of the things he did with a football were just outrageous.

[drifter8]

Very nice interview. Dennis is one of the most intelligent player. I have read most recently his biography. He is impressive not only as a footballer.

[Cash Bonus]

A great and helpful affiliate interview series and I can relate to some of your points, especially about winning $10 million through a lottery ticket. We've all got debts and bills that we have to pay off. It never ends.

[Ecwon]

Wonderful interview.