Affiliate Interview Series: Matt | mattk

[GPWA Aaron]

Age: 33
Hometown: London, United Kingdom
Living in: Essex
Favorite Food: Anything spicy!

Sites:
bestoffersbingo.co.uk
slotfruit.co.uk
bestofferscasino.co.uk
greatbritishbingo.co.uk

When did you launch your sites?
BestOffersBingo.co.uk was launched around July 2008 and the other sites closely followed around 2009.

Why did you decide to launch a bingo site first – why not a poker or casino or slot site?
Living in the U.K. all my life and in a seaside town, bingo was more familiar to me. It also seemed like an easy product to compare. I have never been much of a gambler myself and bingo didn’t really feel like gambling.

Describe the bingo market in the U.K. Just how big a business is it?
Since launching in 2008 the number of bingo sites has grown hugely. We now have over 200 bingo sites listed. This speaks volumes as to just how big the market is. However, my general feeling is that it could get to a point where the market is saturated (if it isn’t already!). It’s nice to see some new software providers appearing and bringing something different to the market.

You also have casino and slots sites. Which site generates the most revenue? Why do you think that's the case?
Bingo has always generated us the most revenue; I think it’s important to focus on a particular niche and offer alternatives should players want to try their luck elsewhere. Casino and slots seem to have a bit of a revival though and it’s something I want to put more focus into going forward.

How did you become involved in the industry?
I used to work for an online marketing company as a Web developer. During this time I worked on a major credit card comparison site and decided that I would try to compare something myself. First I tried comparing plastic surgeons with little success. I then decided to try bingo!

How long did it take for you to start earning money?
Roughly seven days.

Your goal for bestoffersbingo was to make it the easiest-to-use bingo comparison site on the Internet. Do you feel that you have achieved this goal?
Yes, the site is very simple and does what it says on the label. I think simplicity is sometimes the key.

With so many options for players to choose from, how do you narrow your focus when it comes to promoting bingo rooms? What is the most important factor from a player perspective, and what's most important from an affiliate perspective?
I think you have to try the sites yourself; it’s no good choosing a site simply because they are offering you huge commission. If the site doesn’t convert players then you won’t earn anything anyway! A lot of it is down to the team who are doing the CRM. Players don’t want to spend hours trying to register only to find they are registered on another site on the same network. They also want something that is a bit unique. Players are becoming very aware of big networks now and are avoiding them.

What traits do you look for in an affiliate manager? How about in an affiliate program?
In terms of an affiliate manager I prefer it when they aren’t pushy. Sometimes they can forget that we are working as a team and affiliates are not employees. I must admit, though, it is a tough job being an affiliate manager and sometimes difficult to get affiliates to respond. As far as the program is concerned I prefer programs that stick with a set revenue share instead of using a tier system – e.g., 1-5 new players is 25 percent revshare; 6-10 is 30 percent. This system doesn’t work for all affiliates as sometimes an affiliate may only bring three players but they have a higher average spend as they are providing quality traffic. It’s important that the affiliate program also has good reporting so that you can easily see how much you earned yesterday, last month and the current month.

You posted earlier this year that operators need to remember that affiliates are not here to be paid “if and when operators feel like it” and that commissions are part of their costs, not “free traffic.” What has been your overall experience with operators’ payment procedures?
Overall most operators pay on time on a monthly basis but occasionally you find that they fall behind on their payments and come up with every excuse they can. It’s important that operators realize that affiliate commission is part of their costs. They forget that affiliates have costs too.

What advice can you offer people who are just starting up in the industry?
If the person was setting up an affiliate site I would say that it’s important to make something unique. At the moment there are too many cookie-cutter sites purely made to get around the recent Google algorithm changes.

How has being a GPWA member helped you?
I would say it’s helped when I’ve not received payments as you find out other affiliates are in the same boat. It’s reassuring knowing that you aren’t the only one!

What do you like about the industry?
The people in the industry are so friendly and I enjoy the gaming development side of things as game development has always been something I’ve been interested in.

If you could change one thing about the industry, what would it be?
I think the main thing I would change is that operators who had scammed players in the past wouldn’t be able to operate again under different company names or licenses.

What do your family and friends think of your work as an affiliate?
Family and friends are supportive although most family members have a confused look on their face when I try to explain it in detail!

Do you gamble online? If so, what do you play?
Not really, I occasionally test the games. If I play anything it is the slots.

How long do you give yourself for answering e-mail? What e-mail tips can you offer?
You are definitely asking the wrong person, I’m useless at replying to e-mail!

How do you manage your “to-do” lists? Do you use any special software to help you out?
I use the reminders on my iPhone; that’s about as organized as I get!

How much time do you devote to SEO and/or social networking in order to drive more traffic to your sites?
I don’t really do any SEO anymore. I just make sure our content is good quality and we provide the best experience for our users.

What’s the most difficult thing about running your sites?
Getting quality content that’s engaging and informative. Also, it can sometimes be hard getting all your ideas out within a sufficient time frame.

What’s the best thing about running your sites?
I am a stats addict and am constantly analyzing our traffic and what people are searching for, I find that quite enjoyable.

When you need to get as far away from work as possible, where do you go?
I love America, but to be honest I don’t get to visit very often.

What’s your favorite vacation spot?
America. I find that people there are very friendly and the weather is usually perfect.

If you could invite any five people, living or dead, to dinner, who would they be?
Stephen Fry, Michael Jackson, Lee Evans, David Mitchell. I can’t really think of any more. I don’t think I would invite them at the same time, though, as it would be chaos! Stephen Fry because I just think he is so interesting and so knowledgeable on so many subjects. Michael Jackson to find out what he is really like, as every story about him seems to contradict another. Lee Evans because he is hilarious and David Mitchell because I love his rants!

What are three things that nobody knows about you?
I think if there are three things that nobody knows about me there’s probably a reason for that!

[tomuk]

Great Interview !

[IhreConsulting]

Thanks for a great interview Matt. You raise some great points about how affiliates and affiliate managers work together. I have always viewed it as a partnership, and tried to treat any affiliates I worked with, with this in mind. It created a nicer working relationships (at least I hoped it did! LOL) and affiliates I worked with 8 years ago, I still work and socialise with now.

America is also one of my favourite holiday spots. I am back to Florida again in Novmber to escape the crappy English winter - even if it is only for a couple of weeks!

[-Shay-]

You posted earlier this year that operators need to remember that affiliates are not here to be paid “if and when operators feel like it” and that commissions are part of their costs, not “free traffic.” What has been your overall experience with operators’ payment procedures?
Overall most operators pay on time on a monthly basis but occasionally you find that they fall behind on their payments and come up with every excuse they can. It’s important that operators realize that affiliate commission is part of their costs. They forget that affiliates have costs too.

I find this answer very inspiring, Matt. All due respect, you may want to forward that talking point to your team as well :

Scrummy Bingo will pay all commissions and referral fees due to the Affiliate, on a monthly basis, by check or wire transfer, within 14 days of the end of the month in respect of which such payments are due.

[LottoRevenues.com]

Matt, thanks for the great interview

[mobilcasino]

Great stuff! Good job!

[-Shay-]

You posted earlier this year that operators need to remember that affiliates are not here to be paid “if and when operators feel like it” and that commissions are part of their costs, not “free traffic.” What has been your overall experience with operators’ payment procedures?
Overall most operators pay on time on a monthly basis but occasionally you find that they fall behind on their payments and come up with every excuse they can. It’s important that operators realize that affiliate commission is part of their costs. They forget that affiliates have costs too.

Matt, you might want to practice what you preach. You have affiliate partners that are waiting to be paid by you.

[-Shay-]

You posted earlier this year that operators need to remember that affiliates are not here to be paid “if and when operators feel like it” and that commissions are part of their costs, not “free traffic.” What has been your overall experience with operators’ payment procedures?
Overall most operators pay on time on a monthly basis but occasionally you find that they fall behind on their payments and come up with every excuse they can. It’s important that operators realize that affiliate commission is part of their costs. They forget that affiliates have costs too.

Matt, you might want to practice what you preach. You have affiliate partners that are waiting to be paid by you.

Scrummy Bingo will pay all commissions and referral fees due to the Affiliate, on a monthly basis, by check or wire transfer, within 14 days of the end of the month in respect of which such payments are due.

Why is it that we are waiting for commission payment again?

[Miles_FTA]

What traits do you look for in an affiliate manager? How about in an affiliate program?
In terms of an affiliate manager I prefer it when they aren’t pushy. Sometimes they can forget that we are working as a team and affiliates are not employees. I must admit, though, it is a tough job being an affiliate manager and sometimes difficult to get affiliates to respond. As far as the program is concerned I prefer programs that stick with a set revenue share instead of using a tier system – e.g., 1-5 new players is 25 percent revshare; 6-10 is 30 percent. This system doesn’t work for all affiliates as sometimes an affiliate may only bring three players but they have a higher average spend as they are providing quality traffic. It’s important that the affiliate program also has good reporting so that you can easily see how much you earned yesterday, last month and the current month.


Thanks and very well Put your a Champ!

[edgarf76]

Great Interview!