Affiliate Manager Interview Series: Katy Stafford - InterPartners

[GPWA Dan]

InterPartners offers two casinos (InterCasino and VIP Casino), a poker room (InterPoker) and Parbet, which offers both casino and poker products. What do affiliates need to know about these brands in order to effectively market them to their players?

InterCasino is our flagship and award-winning brand. Launched in 1996 it is one of the pioneers in online gaming and has one of the best retention programs in the industry along with over 300 games available in the following languages: English, French, German, Italian, Spanish, Dutch, Danish and Japanese. VIP Casino is our alternative offering, which is currently in the process of being repositioned as a luxury casino brand. InterPoker is one of the most trusted and popular names in online poker and offers easy navigation, fantastic software, an impressive variety of games, a massive tournament schedule and a 200% welcome bonus up to €1,000.

What distinguishes InterPartners from other online gaming affiliate programs?

Our commitment to all affiliates whether small and new or large and established; understanding the value of conversions and player insights to deliver optimal player retention strategies; trust and reputation earned from our longevity within the industry; an experienced team willing to assist affiliates wishing to develop marketing channels they don’t currently excel in or offer such as e-mail, SEO, PPC, etc. We also have our very own mobile app for affiliates on the go!

Early in 2011, you rebranded your program, changing the name from PartnerLogic to InterPartners and relaunching your program using Income Access software. What was the motivation behind that change? How has it affected the affiliate experience? And how have affiliates responded to both the rebranding and the rebranding process?

The main motivation was to give our affiliates an easier back office to use, with better reporting, creative library and more functionality. We changed our name to be more in keeping with our flagship brands – InterCasino and InterPoker – and to create a new brand identity in keeping with the rebrand of these products. I don’t believe we had too many obstacles during the rebrand process – in fact I think it was far smoother than other rebrands I have seen. The new system has made the affiliate experience far easier and manageable – one of our main concerns with the previous system was the user experience and I believe that we have achieved this with both the front-end website and the affiliate back office. Affiliates have responded well to the change as the new system is both easier to use and has far better functionality than PartnerLogic.

You offer a revenue share model, with increasing percentages (up to 50%) based on the amount of revenue an affiliate brings to your sites. Some other programs offer increasing percentages based on the number of players an affiliate brings to their sites. Why did InterPartners choose to base revenue share percentage on revenue rather than the number of players an affiliate has brought to your properties?

We believe that quality over quantity is a better model to use and also enables the smaller affiliates to grow over time. Obviously, numbers of new users are important but we have been able to build better relationships with our affiliates in the last 10 years using the rev-share model. However, we have also started to offer CPA and hybrid deals, which was something that we were unable to do with the old PartnerLogic system.

Some brands, especially those focusing on Europe, use sports betting sites to acquire customers for their other products (casinos, poker, etc.). That's not a path you've chosen to travel. What advantages, if any, do you feel you have operating without a sportsbook? What disadvantages do you feel you have working without a sportsbook?

Advantage – focus entire efforts on maximizing our expertise and affiliate revenue for the higher player value casino traffic. The main disadvantage of not having a sportsbook is not being able to cross sell to our other products, but it is something we are looking into so watch this space!

Go ahead and pull back the curtains a little bit. What three things would affiliates be surprised about regarding how InterPartners – or any affiliate program – operates?

1) We always give top level service to affiliates regardless of their performance or how long they have been with us – all affiliates are treated as VIPs.

2) The phenomenal amount of time we spend on Skype and other messaging apps daily!

3) The amount of work that goes into delivering fresh creatives, marketing tools, promotions and newsletters for our affiliates monthly.

You have a background in psychology and criminology. So how did you get into the online gambling industry? When and where did you get your start? Do you think your university work helps you in your role as an affiliate manager? If you had to assess the mental well-being of the industry, what would your diagnosis be?

I started working for InterCasino back in 2005 and so have been with the company for over six years now. This was my second “London” job out of university and started in a support/admin role moving up into office management and Finance and finally with the office relocation to Malta, took the opportunity to move into the marketing side of things as I believed both my long-term experience with the brand and company together with my reporting/finance knowledge would be a good fit for InterPartners. I think the psychology part of my university course is helpful in looking at the psyche of our players but also how they would be best retained, what promotions work better for them, etc., which can only be beneficial for any affiliate manager. With regards to diagnosis, as the iGaming industry in my eyes is still in its infancy, it’s quite difficult, but inasmuch as mental wellness is defined by emotional well-being, the capacity to live a full and creative life, and the flexibility to deal with life’s inevitable challenges, I don’t think our industry needs to worry too much. As an affiliate manager, ultimately I feel my financial background within this company helps me in this position as I gained a totally holistic view of revenue generation and fundamentally I am here to help affiliates generate more money!

How long have you been working with InterPartners? How is it different from your previous positions at other companies?

I have been working for InterPartners since September 2010. This is my first role as an affiliate manager. This is definitely a more “hands on” position and is great as I get to deal with people on a day-to-day basis and foster relationships that I hope will flourish.

What do you know about the industry now that you wish you knew when you first started?

How fast paced it is and how everyone knows everyone – it’s like a massive family!

How do you ensure that payments are sent out on time? And when do your payments go out?

Payments are sent automatically within the first seven days of the month (as long as the affiliates have entered their payment preference in their InterPartners account). I am in charge of all InterPartners payments and I run a tight ship so affiliates can be guaranteed that payments are prompt and sent in a timely manner.

Where do you think the industry will be in five years?

It’s hard to say as there is so much regulation going on in various countries. I would love to see a return to the U.S. marketplace (as does everyone!) but for the time being I think there are loads of opportunities in other markets such as South America and Eastern Europe. There is so much more to develop and grow and I just hope I will still be part of it in five years.

What’s the best movie food?

Hot dogs and pick-n-mix.

What is the last book you read? Did you enjoy it? And did you read it on an e-reader? Or do you need to have a copy of the physical book in your hand?

I am a big reader and so I normally have a couple on the go at the same time. At the moment I am reading We Need to Talk About Kevin and also a biography of Mary Boleyn – sister of Anne. They are both really interesting – very different from each other but variety is the spice of life! I am very much a physical copy kind of girl – most of my books have been read again and again and there is nothing better than seeing a well-worn book on a shelf.

How would you describe life in Malta? If someone comes to visit you and they're in Malta for the first time, what do you make sure to show them?

I really enjoy life in Malta. The sun is generally always shining and the sea is on your doorstep so it’s a world away from London. There is also a really big expat community and my work colleagues are all close friends so you never get bored for company. When people come and visit, the top spots I normally take them are Valletta and Mdina – gorgeous architecture and amazing little restaurants. Also on the top of the list is Muddy Waters, my local bar and the best in Malta!

What is your favorite movie?

Léon: The Professional (1994).

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

“My Sharona” – played live in Muddy Waters. . . .

If you could go anywhere on vacation, where would you go?

India – I have never been and would love to travel around.

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

Stephen Fry, David Thorne and Jane Austen.

What would you do if you just inherited a pizzeria from your uncle?

Eat a lot of pizza!

What are three things that no one knows about you?

I am slightly obsessed with processed cheese, I can barely walk in heels and I was once thrown from my horse into a ditch.