Affiliate Manager Interview Series: Ilan Nachmani | Brightshare

[GPWA Aaron]

BrightShare brands work exclusively with Microgaming software. What is it about Microgaming software that makes BrightShare want to "put all its eggs in one basket," so to speak?
BrightShare is the affiliate program for these brands. In fact, the brands themselves are what created BrightShare over 10 years ago. At the beginning of the industry, the casinos saw the up-and-coming affiliate market, and realized that partnership with this market would provide a major opportunity for advancement. The brands decided to create an affiliate program to support their acquisition activities. That is how BrightShare was “born” and has been instrumental in the success of the online casino market ever since. This is why BrightShare is dedicated to its Microgaming brands All Slots Casino, All Jackpots Casino and Wild Jack Casino.

The Microgaming software has a stellar reputation for quality and reliability, which stems from nearly 20 years of experience in developing online casino software. As well, no other software provider offers the number and variety of games that Microgaming does. At the moment, between the Viper download and Flash platforms, there are more than 650 unique games!

One major advantage that Microgaming has over the competition is the robust mobile casino offering as part of its online casino package. Many other mobile casinos out there are stand-alone, and by providing a mobile app that complements the Viper download and Flash platforms, Microgaming’s mobile casino solutions offer an enormous asset in a world which is becoming increasingly mobile-savvy.

Our casinos have been working with Microgaming for over a decade now, and have developed strong strategic ties with them. They are often selected to test new features, giving players the opportunity to enjoy the latest games, while Microgaming collects our feedback and uses our casinos’ input to refine their developments. This is a very valuable relationship and it grows stronger every year.

What are some of the major differences among the BrightShare brands? Is the clientele for All Slots Casino different from VIP Lounge Casino, for example? What do affiliates need to know about each brand to most effectively promote them?
All Slots Casino is our flagship brand. It is our largest and most popular. In addition to a robust download casino and Flash instant-play casino, All Slots Casino proudly offers mobile casino platforms that support every device – iPhone, Android, BlackBerry and more. All Slots Casino has been in business since 2001 and has developed a strong reputation for offering great casino entertainment at an excellent value with generous bonuses offered on a regular basis, and for standing by its commitments to pay its players promptly. Obviously with a name like “All Slots,” slot games are a main focus, and in addition to its selection of video poker and table games, this brand is well known for the quantity and variety of its slots. The casino releases new games almost every month, so there’s always something new to see there.

The VIP Lounge Casino is an exclusive gaming suite for the high rollers from All Slots Casino, All Jackpots Casino and First Web Casino. It is open by invitation only, to players who have truly proven themselves at its sister casinos.

While there is no direct means of joining the VIP Lounge Casino, it offers a unique advantage to players at our group. Our casinos’ top players enjoy an exclusive gaming destination, and get to experience true VIP treatment with generous offers, incredible perks and first-class service.

All Jackpots Casino is a classic brand geared toward players who are motivated by large jackpots and are driven to win. The casino has a European elegance and attracts players who are looking to win the big one.

Wild Jack Casino is actually the most established casino that we represent. It launched in 1999, and has since developed as an excellent brand with a distinct table games focus. The casino’s slogan is “Make Your Play.” It has an edgy, sleek and sophisticated style that generally appeals to a younger, male audience. Wild Jack Casino also offers mobile casino platforms, suitable for any device, rounding out its attractive offering.

When you look at our casinos, you’ll find that they each offer exciting promotions and benefits, and we are proud to support them all with a wide variety of quality marketing materials.

Do most of your affiliates promote all of the BrightShare brands?
Or do affiliates tend to pick and choose the brands that are right for them? They pick and choose according to their strategies, target markets and their individual needs, but having said that, All Slots Casino is the brand most commonly promoted by our affiliates.

One of the major advantages of BrightShare is its focus on mobile casinos with All Slots Mobile and Wild Jack Mobile. What percentage of your players are mobile players? And what percentage of your players utilize both the mobile and traditional online casino platforms? Both of our mobile casinos have been live for over five years and both are promoted heavily as they are a significant part of our marketing mix. Many players play both online on their PCs and on their mobile devices, so it’s not a fair assessment to relate to certain players as exclusively “mobile.”

As the mobile industry as a whole grows by leaps and bounds, it becomes an inseparable part of life in the world today. This certainly applies to mobile gambling, as well. We are seeing a huge growth in the number of mobile users, whether they are new players or cross players from online offerings. As such, our casinos have developed the technology to support nearly every device on the market, so when a player searches on his mobile and reaches our casinos – whether directly or via an affiliate – he will get a mobile page optimized for his device with a mobile-specific offering. And likewise, if he is searching on the Web, he will get a Web-based offering. This flexibility allows us to provide the user with the best experience, and a seamless transition to playing.

The mobile casino these days is not viewed as a separate entity from the rest of the online brand. It is simply an extension, and players are coming to expect mobile tools to enhance everything else they do in their lives.

BrightShare has been in business since 1999. How important is that longevity when it comes to building trust with players and affiliates?
It’s of the greatest importance. Reputation, as we see it, is everything. If you can’t be held to your word, you’re not going to be able to keep your head above water for very long. Reputation goes hand in hand with long-term success. Especially in a business like this, where networking is so common and everybody knows everyone, it is essential to maintain your transparency, address the needs and concerns of your affiliates and be accountable for bringing results. That’s what BrightShare is all about. We have many partners who have been with us since day one, and this just goes to show how long-term partnership can work, with trust and success leading the way.

Prior to joining the BrightShare team, you spent two years as the Marketing Director for Euro Partners. Was that your first experience in the online gambling industry? What were your initial impressions?
My first experience dealing with online casino affiliates was a bit of a culture shock for me. In my previous position, I was used to interacting with top executives of large companies. These were mostly older men dressed to the nines in suits and ties, always very serious and formal. Suddenly, entering the online casino business, I started meeting 20-somethings in jeans and sneakers, and was a bit surprised to find that these young executives bore the same level of responsibility, running highly lucrative businesses, and they had the same level of influence on their industry as the corporate execs I was used to. I must say, I think the informal atmosphere of the online casino business is a lot more fun!

Prior to entering the industry, you worked at HOT, an Israeli communications company. How is the online gambling industry similar to the communications provider industry? How is it different?
I would say there are a lot of differences between the two industries. For one thing, in my position at HOT, my interactions were mostly offline and face-to-face, rather than the online relationships maintained by e-mail with affiliates around the world as we have here. This was a completely new dynamic for me, but I feel that my people skills are a good match for this business.

You've been at BrightShare for almost a year now. How did your time at Euro Partners prepare you for your position at BrightShare? And what was it about BrightShare that attracted you to the position there?
Euro Partners was where I first learned about the online casino industry, and it gave me insights on how to work with affiliates.

The thing I love most about BrightShare is the culture – the values of hard work and positive attitude, and of course the people themselves. We really work as a team, and this dynamic is what makes me feel truly at home here at BrightShare.

It's one thing to bring in a new person to a site. It's another thing entirely to get them to stick around. What does BrightShare do to retain players sent by affiliates?
BrightShare is the affiliate program, and it is our job to help our affiliates bring the best players into the casino and maximize their profits. Once the player has opened an account, the casino marketing team takes over, greeting the player with optimized conversion strategies and transitioning the player into a regular, loyal customer.

Our casinos’ conversion and retention teams are among the best in the industry, and they achieve consistently high retention rates month after month. Our brands have over 12 years of experience providing players with the level of excitement and entertainment that they could otherwise only enjoy at a land-based casino. The casinos’ bonuses, competitions and first-rate customer service are what keep players coming back for more.

What do affiliates need to know about BrightShare in order to effectively market their brands? What distinguishes the BrightShare brands from other online casinos, both in terms of the player's experience and what you offer affiliates?
BrightShare builds a particularly close relationship with its affiliates. For us, an affiliate is a business partner, and the affiliate’s success is our success. Our affiliate managers work hand in hand with our affiliates, to refine their strategies and get the most out of their traffic.

Another thing that distinguishes BrightShare is, of course, our eCOGRA-certified casino brands. They run the trusted and respected Microgaming platform, and these casinos have proven themselves with over a decade of experience, and continue to succeed. Among our brands are two of the most successful mobile casino platforms in the industry, and BrightShare has the right tools, optimized for the most popular devices, to bring players to the casinos and start playing.

Our casinos feature an exceptionally wide variety of slot games, which are very popular with players, and offer a terrific advantage to affiliates.

BrightShare itself is certified by eCOGRA, and offers affiliates top-notch marketing materials, a clear overview of results with full reporting and the tools necessary to succeed in the world’s most attractive markets. This includes a completely dedicated affiliate program for the newly regulated Italian market, representing AllSlotsCasino.it.

BrightShare is well known in the industry, and has developed an excellent reputation for honesty and reliability. Affiliates are paid like clockwork every month, and affiliates working with BrightShare can be sure that they’re working with the best team in the world.

The revenue-share model at BrightShare features a sliding scale, allowing affiliates to earn a higher percentage on all revenues when specific revenue tiers are achieved. How important is a simple revenue-share model to building relationships with affiliates? And how has this model been received by affiliates you are working with?
The simple model is very attractive and provides a clear, coherent basis for earning based on performance. It gives affiliates an incentive to improve their performance in order to earn even more. Our affiliates appreciate this straightforward approach. You know what they say – “Money talks.” Affiliates definitely respond positively to the incentives we offer, and see the advantage of working with a transparent program with integrity that they can trust.

Describe what it is like to work at BrightShare. If there was a fly on the wall, what are some of the topics of conversation we'd hear about at the water cooler?
“KADIMA!” It means “LET’S GO!” in Hebrew. You hear that a lot around the BrightShare office! There’s always a lot of excitement and tons of positive energy in our office. It’s a fun environment, but very professional at the same time. There’s never a dull moment. With new campaigns in the works, new tools, new markets, new developments, it’s constantly buzzing with action.

What do you know about the industry now that you wish you knew when you first started?
I should have been an affiliate!

How do you ensure that payments are sent out on time? And when do your payments go out?
We have a very strict and dependable affiliate payment process, which gets top priority in the first 10 days of every month. We have a dedicated support team which has strict timelines and deadlines, and we have NEVER missed a payment. The team will stay overnight, if necessary, to make sure our affiliates receive their payments on time.

Where do you think the industry will be in five years?
MOBILE! This mode of gaming is definitely going to overtake PC gaming in the near future. Plus additional new regulated markets will open up, and I’m willing to bet the USA will be one of them.

If someone from out of town were to visit you, where is the one place you would have to take them?
Not for hummus and not for falafel! I like to take my friends and visitors to my favorite surfing beach, to see some nice girls (or guys) and eat at one of my favorite places in Tel Aviv. Jerusalem and Jaffa are also amazing places to visit – they’re so full of culture and history . . . and as old as they get, they never get old.

What’s the best movie food?
Bruschetta with a lot of garlic and local olive oil.

What is the last book you read? Did you enjoy it? And did you read it on an e-reader?
Steve Jobs – the biography of this corporate giant by Walter Isaacson. He was such a visionary and I was inspired by his life. I like to feel the pages so I never read on a tablet or mobile device – I like to lie in bed with my book and turn the pages.

What is your favorite movie? I have to choose one?
I’d say it’s a tie among The Big Blue, Point Break and The Italian Job.

If you had a theme song, what would it be?
“Beautiful Day,” by U2 – this song is so optimistic and always picks me up and motivates me.

If you could go anywhere on vacation, where would you go?
Surfing in the Maldives.

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

• Kelly Slater – the 11-time ASP World Surfing Champion!

• Alexander the Great – as a general, he was quite unique. He was known for his values of hard work and relating personally with his soldiers, to gain their perspective. These traits are part of what made him so successful and respected by his men.

• VP marketing of Nespresso – I really admire their branding and the way they positioned their product. It’s brilliant work.

What would you do if you just inherited a pizzeria from your uncle?
I would expand it – globalize and localize the brand. I would employ only local people and get the best pizza chefs in Italy to train them. I would make it an empire!

What are three things that no one knows about you?
1. I only eat once a day – dinner.
2. My mother lives in Paris. (So she doesn’t see that I never eat!)
3. I love chick flicks and they even make me cry sometimes. (But don’t tell anyone!)

[Maria F]

Nice interview Ilan

I think your mom would be very upset if she found out that you don't eat properly.