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  1. #1
    GPWA Daniel is offline Associate Editor
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    Default Affiliate Manager Interview Series - Ruslan Legenzov

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    (This interview was originally published in the February 2020 edition of the GPWA Times Magazine)

    Please tell us about your background and how you found yourself working in the iGaming industry?

    Only by answering questions like these, does one realize how time flies! It seems like yesterday when I got my major in Linguistics, but it was actually 10 years ago. It only seems like this morning, but eight years ago, by a lucky chance and unexpectedly for myself, I came across a few very cool guys in the gambling industry.

    It took me about 10 minutes to become enchanted by the beautiful world of ours and that’s how it all started. My first role was in the CSR Department where I learned from the inside what it feels like to be working in the “engine room” of an online casino. Soon after, I became an affiliate manager, having as my tasks to get the most trustful affiliates on board and to create a good reputation for my casino.

    Finally, in 2017 I became Head of Affiliates at King Billy, or as sometimes, I call it, “Dream Billy!” This is a casino where the ground was fertile for cultivating relationships with affiliates the way I had envisioned them. My plans were green-lighted by our management and after recruiting some young very bright stars, we have managed, today, to make up a “Dream Team.”

    Where are you from originally and where do you live today?

    I am originally from Eastern Ukraine, where I was born and finished high school. I moved to Kiev at 17 years of age, when I entered University. I have been living in Kiev for the last 15 years.

    Can you describe your experience in the iGaming affiliate industry thus far? What has surprised you the most?

    I would need to write a book as big as Rich Wilde’s Book of Dead in order to include all my experiences in the iGaming affiliate industry, there are so many! I can single out a few interesting “episodes” like, for example, long-lasting chats with affiliates almost as “stubborn” as I am.

    Moreover, handling various complaints from affiliates, on various forums, which felt like “walking on thin ice,” but, everything, at the end, went well.

    My most surprising experience? Having to teach my junior fellows at King Billy Casino about what makes a good affiliate manager. This proved to be far tougher than I thought! Of course now, I am really proud of my boys and girls of the department.

    What skills and traits do you think are most important to become an effective affiliate manager?

    First of all, you have to be an extrovert. Don’t take this job up guys, if you don’t really communicate with people. Furthermore, I believe every affiliate manager should be positive, energetic, attentive to detail, consistent and a fast learner. Also, a good memory helps, especially when your affiliate numbers surpass the 1,000+ mark, as we have done now at King Billy.

    What advice would you give to an affiliate webmaster just starting out in the iGaming industry?

    Just four words basically: “We’re in this together!” Guys, let’s try to be even more open, friendly and communicative with the affiliate managers, so that, together, we bring better revenues for both parties, in the end.

    What industry awards has King Billy Casino been shortlisted for and what makes King Billy Affiliates stand out from other affiliate programs?

    We won the prestigious iGB Best Affiliate Program Award and we were also short-listed for our affiliate program in both the EGR Awards and the SBC Awards. At King Billy Casino, we have a very nice and very true motto: “Beyond the Commission.” Our affiliates know what this means and we invite all new affiliates to join us and see for themselves.

    How does King Billy Affiliates work to retain players sent by affiliates?

    On many levels! Our team creates gigabytes of fresh content on a monthly basis. Our numerous exclusive bonuses run non-stop. Our retention department, utilizing the Optimove tools, delivers better and better results every day. Our affiliate department delivers all content and updates to affiliates in the shortest possible timeframe. And, last but not least, our finance department sees that all of our commission payments are done on time. Everything in our casino runs like a Swiss watch.

    Have you attended any affiliate/industry events? What is your advice to colleagues for getting the most out of attending these events?

    I attended LAC, AAC and SiGMA in 2019. From my point of view, these are the “Big 3” and the most effective and visited events in the industry.

    I would advise colleagues to visit at least two events yearly – LAC and SiGMA – to keep themselves updated in the fast-growing industry of iGaming. Moreover, I’d advise to subscribe for a number of iGaming digital magazines in order to always be kept in the loop – our industry is ever changing.

    We are attending LAC 2020 with our team and all affiliates are invited to our stand. We have some very serious surprises for you guys!

    Do you gamble yourself?

    I gamble little, to be honest. A few times online and just once at a land-based casino. Regarding gambling, I feel a bit like directors and actors in the world of Hollywood: I am more like a director, behind the camera and not in front of it!

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

    Based on the recent regulatory changes, most of the key markets will be regulated, which is a rather positive development, in my opinion. Apart from this, I believe AI and VR games will get more popular and over 90% of online gambling will go mobile.

    If you could change anything about the industry, what would it be?

    I would create a system identifying legit affiliates from non-legit, depending on numerous parameters. I would then make this system open to affiliates free of charge, with donations allowed.

    Tell us about your typical work day.

    Our typical day is never typical; this is the good side of our job. However, as a rule of thumb, we go to office on time, prepare our coffee or tea (both strong!), check the stats in the affiliate program, set tasks for our content team and then step over to making deals with our beloved affiliates.

    What's the office culture like at King Billy Affiliates?

    The same as in the rest of the company: Relaxed, but, at the same time, responsible. Everyone in our department understands that we are all in the same boat, a boat which we have turned into a ship and looking forward to make it a tanker ship.

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

    I usually go to the seaside with my family. Every year we pick a different country so we can travel and see more places in the world. Last time we went to Majorca and it really beat our expectations.

    What are your hobbies? What takes up most of your time when you’re not working?

    Well, to be honest, there is very little time left for hobbies, but I like going to gym and playing ping pong once in a while.

    What was the last book you read?

    Lee Iacocca’s An Autobiography. An amazing book about a breath-taking career.

    What's your favorite movie?

    Scent of a Woman with Al Pacino.

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

    Elon Musk and Richard Branson from the living, Freddy Mercury from the dead.

    Name one thing that people reading this magazine don't know about you.

    I love M&Ms and so does my daughter!

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  3. #2
    Topboss is offline Private Member
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    A nice read, Thanks Ruslan. You are clearly very passionate about your job which is nice to see and unusual these days, as many people are just in it for the salary.

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    Cash Bonus (7 May 2020), GPWA Maria (6 May 2020), Ruslan KingBilly (7 May 2020)

  5. #3
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    GPWA Maria is offline APCW/GPWA Program Manager
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    Thank you for the interview Ruslan, hope to see you soon in person again
    Feature your Affiliate Program with us and enjoy the rewards!


    Maria Florides
    GPWA Program Manager | | | | |

    Mob: +35796453758 | Skype: Maria.florides1 | Email:

  6. #4
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    Thumbs up

    Hi Rusian,

    Nice interview.

    I appreciated hearing from you and your experiences. I totally connected to these statements "Well, to be honest, there is very little time left for hobbies,"

    Also "
    Don’t take this job up guys, if you don’t really communicate with people. Furthermore, I believe every affiliate manager should be positive, energetic, attentive to detail, consistent and a fast learner."

    Affiliation is a passion
    Levi H
    Affiliation Director
    MyShare Partners

  7. #5
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    Cash Bonus is offline Private Member
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    A great interview with Ruslan. Our industry definitely needs more passionate and sociable affiliate managers like him in it! Especially during difficult and challenging times like these.

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    Ruslan KingBilly (7 May 2020)

  9. #6
    Ruslan KingBilly's Avatar
    Ruslan KingBilly is offline Sponsor Affiliate Program
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    Thank you, Levi, you feel me

    Ruslan Legenzov
    Head of Affiliates
    King Billy Partners

    Skype: Ruslan King Billy | Email:

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    Levi (7 May 2020)

  11. #7
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    Very nice and honest interview, Ruslan.

    Keep up the good job, mentality and attitude.

    P>S Richard Branson is a very inspirational person. Let's see what will happen to him and to his business after COVID 19. Freddie is a legend for all the time in our universe.
    Elon Musk - yes, I definitely like to meet him too
    Seven times fall, eight times stand.

  12. #8
    Schoma's Avatar
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    Enjoying working with you guys! With this interview now better understand the mindset behind the venture
    keep the bar high!

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    Levi (7 May 2020)

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