Affiliate Manager Interview Series: Aaron O'Sullivan – Jackpot Games

[GPWA Dan]

Aaron, you’re a serious veteran of the industry. What makes Jackpot Games different from other online casinos you’ve worked with? What makes the affiliate program different?

Well, to start it’s backed by a leading European parent company with more than a decade of experience in live video and mobile solutions, including a unique smartphone casino product and a Sky channel – plus we have plans for an exceptional live casino soon, all of which should be available and promotable through the affiliate program. We feel like we have the best of both worlds: some fresh and truly different ideas from the parent company, together with a team of experienced gaming industry professionals who, while embracing the fresh approach, are able to avoid the mistakes often made by new outfits trying their hand at the gaming industry for the first time.

With the affiliate program, it’s a little more traditional but with a few personal touches that I wanted to adopt on taking the role. Experience has taught me that affiliate marketing is about trust, transparency and personal, flexible business relationships. So I made sure that the program uses a recognized, trusted platform (provided by NetRefer) that is able to adapt to the requirements of different affiliates. It is that level of flexibility in the program that, in my opinion, separates us from our competitors. I invite affiliates to contact me so we can tailor the program and foster long-term, mutually profitable affiliations.

In terms of transparency: the program has no inactivity clauses, and it has realistic commission tiers that go up to 40 percent. And the best part is that you don’t need to have net revenue figures of £15k to breach that second level percentage figure! Naturally, it’s only fair that affiliates can contact the team for a complete breakdown of their earnings, too.

The tagline for Jackpot Games is “The Home of Grown Up Gambling.” How is Jackpot Games more “grown up”?

The answer is twofold: we have a serious approach to the gaming industry and believe affiliates are business partners and should be given the respect that warrants. The second part is in relation to the casino’s Web site, which we’ve given a mature, retro and sophisticated feel through dark colors and rich textures. Feedback has been positive and we’re already seeing strong conversion rates from organic traffic.

Golden Derby is one of the more popular games at Jackpot Games. What is Golden Derby? And why do you think it is so popular?

Golden Derby is Jackpot Games’ virtual horseracing game. You’re correct in saying it’s popular – it’s turning over nearly as much as some of our new slots like Wild Witches and Blood Suckers. I think the answer lies in the game’s graphics, which really are first-class. Unlike other virtual horseracing games, Golden Derby generates genuine excitement for the players, since they can see how each horse’s qualities, the form and its positioning on the track affect the outcome of the race. Combined with a simple betting slip, generous odds and enough detail for even the most ardent racing punter, and it all makes Golden Derby top gambling entertainment.

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

The industry has always been dynamic, changing with Google updates and new social media traffic sources like Facebook, but right now we’re facing changes that are largely outside of our control and influence. The ECJ (European Court of Justice) ruling on the Santa Casa case, the global economy, the changing laws in France and the possibility of a change in marketing regulations in the U.K. all pose opportunities as well as obstacles for gaming firms and affiliates alike.

There is no easy solution and no one person can overcome them all. However, I think the industry in general needs to be patient, realistic and adapt to the changing market. Firms need to continue to challenge E.U. rulings and ask for the principle of allowing member states the freedom to provide services within the community to be upheld.

Affiliates may want to look at diversifying and increasing the number of search terms they optimize for, try new languages and even investigate new affiliate industries to balance and stabilize their income.

It appears that Jackpot Games is a no-download casino. Are there any challenges in getting people to play at no-download casinos that other properties don’t face? Or is it easier to get players if they don’t have to download something?

The traditional view is that the casual player will convert more readily and play more if the games are available instantly, whereas the more serious, dedicated casino player prefers downloads and the better graphics associated with them. In regard to the latter point, I don’t think this is the case. I believe it’s simply because instant play games haven’t had a dedicated casino home and, up until now, have been promoted as additional options for players on sportsbooks or poker sites. Also, with ever-improving Flash technology there is no compromise in game quality between instant and download versions, and with high-speed Internet bandwidth now available to the majority of players around the world, there is little or no lag between clicking and playing a Flash-based game.

At Jackpot Games we will be offering the full casino service with all the benefits of instant-play games. To give the user maximum choice we’re also looking at a downloadable version of the casino in the very near future. Yes, that was blatant product promotion!

If Jackpot Games discovers someone is spamming to promote Jackpot Games, what steps will be taken to stop the spamming?

E-mail marketing is an accepted part of the affiliate industry, but there is absolutely no place for spammers at Jackpot Games. We will suspend payment and ultimately ban those who conduct unethical e-mail marketing campaigns, as is stressed in our terms and conditions.

Discovering and preventing spam is an ongoing and always difficult problem for affiliate programs. Currently Jackpot Games Affiliates asks all affiliates on registration to provide the URL to their affiliate site, blog or forum. Failure to provide a working URL will result in an e-mail from us asking them to detail their methodology for generating traffic to the casino. We will insist on the use of opt-in databases and take that opportunity to reiterate our terms and conditions with regard to spam. However, the best protection against spam is affiliates and the players themselves. Generally they are on the receiving end and with their help we can quickly identify spammers and act to stop them.

If partners are subject to spam promoting Jackpot Games, please contact us at affiliates@jackpot-games.com.

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?

We have accounts with major payment gateways, including Moneybookers and Neteller, and we’re always looking to increase our e-wallet solutions. We also have traditional banking solutions through wire transfers. However, the importance with which we regard affiliate (and player) payments can be best judged by our parent company’s acquisition of Yes Payments, a fast-growing Internet Payment Service Provider that is targeting the global market. This will provide Jackpot Games with a unique platform to offer reliable and quick payments, and allow us to pass on savings to affiliates and players.

We pay affiliates in full within seven working days of a new calendar month.

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?

Very true – we are equally bombarded! I make responding to affiliates my top priority and will work throughout the day on replying if need be, with the exception of the period around payments. Normally affiliates don’t mind a short delay then.

As for e-mail management: the best tip I can offer is to set up folders and automatic rules so that certain e-mail instantly populates in logical locations in your inbox. It allows you to find certain messages easily and separates the internal e-mail from the external.

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

It’s normally a mixture of Outlook reminders going off and a bit of scrap paper...I may need to work on that, on reflection... Basically though, the key for me is to prioritize and try not to work on more than three tasks at any one period.

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

As a relatively new casino the biggest challenge is recruitment, especially as I’m very confident in our retention program. The challenge lies in building recognition of the brand and positive responses to it. With the latter we’ve already seen a great deal of success; the former will come with time and investment.

Affiliates and their reviews of Jackpot Games will also have an impact, and for this reason I’m keen to discuss the brand and the product with all existing and future partners and help them promote Jackpot Games as much as I can.

How can affiliates help in retaining players?

This is always an interesting debate. For me retention is the casino’s responsibility, mainly because if players are busily returning to affiliate sites they’re not in the casino earning affiliates maximum commission.

There are, of course, exceptions. Blogs and forums are interactive and contain useful, dynamic news and often depend on returning visitors. It also varies by product, with the many poker threads reflecting the sense of community and level of interaction the game generates. We will assist such affiliates (and others if warranted) by running private slot tournaments and unique bonuses for their members. The key is flexibility, something I stressed the importance of earlier.

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

I do gamble now. I like playing poker – Texas Hold’em. I do enjoy casinos too, and will play on and offline, normally heading to the roulette and three card poker tables. To be honest, before getting into the industry, my only gamble would be a yearly £5 each way bet on the Grand National (a nag with 3 legs generally, but I always liked the idea of 300/1!).

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

Good question. I wish I’d been more prepared for the challenge and to have had a range of different practical skills. I’ve done a lot of different tasks within the industry and had to learn a lot of them quickly. SEO especially – it really is something that takes a long time to understand and to start making headway in – with the added “bonus” challenge of Google changing the algorithm now and again, just to keep you on your toes.

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

Understand the industry; ask questions and learn as much as you can from everyone. Having an understanding of affiliates, SEO, customer relationship marketing, security issues, payments and so on will allow you to empathize with affiliates, affiliate managers and the casino staff generally, and allow you to make faster, better and more confident decisions.

People in the online gambling industry have been known to party. What’s your best party story?

Of the stories I can tell without totally disgracing myself the best one would be the time I’d had a few beers and invited the whole bar back to my locked hotel swimming pool at 3am. I was caught by security guards after 15 very fun minutes in the pool – after all I had nowhere to run to as I was staying there. I denied everything (I’ve seen the cop shows!) until they showed me frighteningly clear CCTV footage of me running around in my underwear.

If you were at a bar with an unlimited budget, what would be your drink of choice? And why?

Ahhh, so many to choose from. I guess it would be Highland Park whisky...but then I like a Hendrick’s gin and tonic...and of course there’s Bollinger.

Who do you think is going to win the World Cup this summer? And why?

Spain. They’re playing the best football in the world at the moment, and given they won the Euro Championships they may have lost their penchant for bottling it at the big events. Naturally, I’d like to say England but I don’t think we’re quite there – they’re in with a reasonable shout, though.

What’s the best movie food? And why?

Pizza. Because pizza’s awesome. If we’re talking cinema, and if they won’t let me in with my pizza, then it has to be Minstrels chocolates, or failing that, Maltesers.

What is the last book you read? Did you enjoy it? Why or why not?

Eye of the Needle, by Ken Follett. It was excellent; a book of multiple mini storylines all woven together into a story full of intrigue, suspense and colorful characters.

What is your favorite movie? And why?

That’s such a tough thing to ask! I can’t give a single answer...it’s between “Indiana Jones and the Last Crusade” and “The Empire Strikes Back.”

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

“Going Home,” by Dire Straits. It’s just a great tune – very uplifting, despite the band’s name!

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

What happened to the light-hearted questions?! It would be opening the U.S. market.

If someone is visiting you, what's the one place you have to take them to see?

Well, I’ve only just moved to Malta, but from what I’ve discovered of the place it would have to be Mdina – the original walled fifteenth-century capital in the center of Malta that has barely changed. What could be better than a place with great views and superb little restaurants in a setting of real atmosphere?

What are three things that no one knows about you?

Three things?! I’m a pretty open person...er...right:

1. I own a castle...okay, it’s ruined and shared amongst 300 or so other O’Sullivans, but it still counts, I reckon.
2. I’m a glider pilot.
3. I support Norwich City Football Club. Not a massive secret but I’m sure most people reading this didn’t know that.

[Aaron@Jackpot-Games]

I've changed my prediction for the World Cup now...

[ElaineGardiner]

A castle huh? Maybe we can take a ride in a glider and view it from the air

[Aaron@Jackpot-Games]

Any time! It's a long way from Malta though. I also haven't flown a glider in 3 years. Still think it's a good idea?

Aaron

[ElaineGardiner]

Noooooooo! I'm scared of flying!! You can just show me a picture...or send me a brick! haha

[Aaron@Jackpot-Games]

Probably not a good idea, then...

http://dunboybeare.com/yahoo_site_ad...214218_std.jpg

There isn't much of it still standing, it was burnt down in 1602...if I took any bricks away there wouldn't be anything left!

Aaron

[ElaineGardiner]

Looks like an awsome place for a BBQ..i'll bring some burgers!!

[Aaron@Jackpot-Games]

I'll bring the Guinness!

[Renee]

Be careful Elaine... Aaron will make you chug every beer you open

[Casinorep]

I'll bring the salsa dance. LOL

[ElaineGardiner]

Be careful Elaine... Aaron will make you chug every beer you open

I have been practicing my party piece....



Casinorep : This looks like its turning into a good party. So we have burgers, beer, salsa....who is going to bring the music? Renee...we'll get Aarron to pick you up in his glider

[Aaron@Jackpot-Games]

Be careful Elaine... Aaron will make you chug every beer you open

I'm seem to remember it being your idea! But then, in all honesty, I don't remember much about that night...

PS Love the YouTube video of us downing beer and your closing remark! Haha!

[Aaron@Jackpot-Games]

I have been practicing my party piece....



Casinorep : This looks like its turning into a good party. So we have burgers, beer, salsa....who is going to bring the music? Renee...we'll get Aarron to pick you up in his glider

Is that you??? No way! That's awesome! This party is ON.

[ElaineGardiner]

Is that you??? No way! That's awesome! This party is ON.

No its not me , we can take some at the party though! lol. I want to see this video...anyone got a link??

[Aaron@Jackpot-Games]

No its not me , we can take some at the party though! lol. I want to see this video...anyone got a link??

Disappointed. That needs to be you. Work on it :P

Reference the link: I seem to have misplaced it...

[Renee]

Disappointed. That needs to be you. Work on it :P

Reference the link: I seem to have misplaced it...

Hahahah I warned you Elaine..

I have the link... I will post it if I receive $100 from each person who wants to see it

Edit: BTW, don't be deceived to think that my closing remark was an Aussie thing.. It's not.. It's a "Renee" thing..

[Aaron@Jackpot-Games]

$100 to see me lose a drinking comp? Sorry, no takers here!

I feel a rematch coming on. Budapest?

Aaron

[ElaineGardiner]

$100 to see me lose a drinking comp? Sorry, no takers here!

I feel a rematch coming on. Budapest?

Aaron

I gotta see this....Aaron it seems like you need to practice..

Was the video filmed the night before i seen you in Prage? the day we found out your secret?? mwahahaha

[Renee]

$100 to see me lose a drinking comp? Sorry, no takers here!

I feel a rematch coming on. Budapest?

Aaron

You're on. But I wont be there.