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  1. #1
    CityGuard's Avatar
    CityGuard is offline Former GPWA Program Manager
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    Default Affiliate Manager Interview Series: Michael Haines (Managing Director) - SkillGround

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    How does SkillGround differentiate itself from Nintendo Wii and Sony PlayStation? How about regular computer games (networked or otherwise)?
    SkillGround is a proprietary online, broadband gaming platform where people can download free, retail-quality PC games, find their friends or other players of comparable ability and compete for fun or cash prizes.

    The consoles you mention are generally played in the living room on a TV and the games are usually purchased at retail.

    We’re different from regular computer games in that our games are free and you need to be logged into www.skillground.com in order to play them. The essence of SkillGround is competition and being able to compete against players of comparable ability by using our proprietary skill ranking system in a fun, fair, and secure environment. In terms of game play and quality, from both a visual and performance perspective, there is no difference between our games and those you would buy at retail. In fact, three of the games you’ll find on SkillGround are available at retail as stand alone PC versions.

    Conventional console gaming companies can rely on third-party programmers like EA to develop innovative games for their platforms. How does new game development work at SkillGround, and how do you plan on competing with established game developers?
    We work with third party developers as well. The four games that are on the service now, and Ultimate Tour Golf, which will be released in August, are all original IP developed by leading video game developers. So we don’t compete with the game developers at all. We work with them to bring great games to a new and exciting platform.

    We just announced that we have signed an exclusive license with leading video game publisher Codemasters to bring their top racing title ToCA Race Driver™ 3 to SkillGround. This is the first in a series of highly popular games that we’ll be bringing to SkillGround in the near future. So, we’re working closely with great game developers and game publishers to get the right games for our customers.

    From a demographics standpoint, how would you describe the “typical” SkillGround gamer?
    SkillGround appeals to a large and varied audience. The games that are on the service now would appeal to the core gamer audience of males, between the ages of 18 and 35. However, we believe the opportunity here is to bring multiplayer gaming to a much broader audience. The challenge with online multiplayer gaming today is that it is really only the very best players who have an enjoyable and engaging experience. All of our games offer training videos, tutorials, and practice modes that enable new players to learn the fundamentals of playing. Our proprietary Skill Rating System allows all players to find others to play against who are of comparable ability. Finally, we offer single-player score based games, so users can play a game by themselves and then have their score posted against another player’s score. The one with the highest score wins. To a lot of players, this is a lot simpler and less intimidating than playing against someone in a live environment. We know there’s a huge audience of people who would love to play multiplayer games, but they find the whole process too intimidating. We think SkillGround will appeal to those people.

    This summer, we’re releasing Ultimate Tour Golf and later in the year ToCA Race Driver 3. These games will appeal to a much broader audience than our current offering. We believe that combining games with greater mass appeal along with our strategy of giving away the games for free and providing a training ground, so to speak, for new gamers will change the demographics of our audience significantly and expect gamers in their 40’s and 50’s, and more women, to be using the service.

    What songs are currently on your iPod (or mp3 player)?
    There are thousands. I’ve been listening to Arcade Fire, White Stripes, Elliot Brood, BRMC, and the Brian Jonestown Massacre a lot lately, and of course Neil Young because I’m a Canadian eh!

    What’s your next big purchase (personal)?
    Lunch

    How is promoting skill gaming different from promoting online poker or online casinos?
    This is one of those questions where the use of “Games” and “Gaming” can get really confusing because we straddle the line between the video games industry and online gaming (or gambling). There has been surprisingly little cross-over between the two, and that cross-over seemed entirely natural to us. We believe that competing for cash a natural evolution of the PC games industry and thus part of the future of both the PC games and PC gaming. We know that our form of skill gaming is appealing to the poker and casino operators because there is a common audience. Many of our affiliates are bringing us casino and poker players who are also good gamers.

    As far as what’s different, the main thing would be what draws the player to the site. Gamers are drawn by our matchmaking service and free games where as the gaming audience is drawn by cash promotions and the chance to try something new. They are similar however by needing to know that we provide a fun, fair, and secure environment in which to play.

    How is SkillGround different from casual skill gaming, like Bejeweled or Cubis?
    SkillGround’s games are real video games that players download and are resident on their PC’s. They look and feel just like the games they can buy at retail. Casual skill games are usually web-based simple games, or parlor games. The audience for casual skill games is generally women, in their 30’s and older, whereas our type of skill gaming appeals to a younger, more male audience.

    SkillGround is an arena for players to test their skills through great games and operates on the principles of fun, fairness and security. Players can challenge competitors in real top-quality games, with a variety of different modes and games genres to choose from. The challenge structure is designed to be very transparent so that players can select opponents of a similar skill level.

    What was your favorite subject in school? And why was it your favorite subject?
    Grade 11 Math because I finally got it.

    What’s the key to building successful relationships between affiliates and affiliate programs?
    Working together as a team is the most important component of a good relationship. This is especially true when building a new market sector. SkillGround will attract a new and different user demographic and psychographic. We have to work with our partners to understand what works and how well it works

    How did you get started in this business?
    I worked in venture capital in the late 90’s and we helped to start a company that was the consolidation of several publishers and distributors in the video game industry. I ended up joining that company and while working there I met one of my current partners, Jon Walsh, who is the founder and CEO of Groove Media Inc., SkillGround Limited’s parent company. I joined Groove in 2003.

    What’s the first concert you attended in person?
    At high school in Windsor, which is across the river from Detroit. I saw a glamour rock band that had come all the way from Toronto. Their name was Beauteaze. They were terrible.

    What are your three keys to success for an affiliate?
    To be a successful affiliate for us, we need a partner that will not just divert traffic -- but develop techniques that will generate registrations, encourage play and work with us in developing programs and events that will encourage retention of registered players. Things like streaming video, editorials, special events and tournaments will be important to the success of our partners and SkillGround.

    Please describe your ideal day off.
    Staying in the house on a beautiful day while the rest of my family goes out so I can finally answer interview questions for GPWA.

    If you could choose any five people throughout history to play WarPath with, who would they be?
    Moses, Jesus, Mohammad, Ghandi and Einstein. I think we could solve a lot of the world’s problems through online chat and I’m pretty sure I would beat them all at WarPath.
    I have left the industry and earned a law degree at Indiana University Bloomington, Maurer School of Law. Here are ways to stay in touch with me:
    > Facebook: https://www.facebook.com/StevenCorfman
    > LinkedIn: https://www.linkedin.com/in/stevencorfman/
    > Skype: StevenCorfman
    > Phone: +1 617 785 9324

    Inquiries intended for an administrator or staff member can be directed to Anthony Telesca through the forum (username Anthony) or to the general contact address manager AT gpwa DOT org.

  2. #2
    Dominique's Avatar
    Dominique is offline Private Member
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    Default

    IMO this will do very well once it catches on, and the aff program is very supportive.

    Thumbs up!

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