Affiliate Manager Interview Series: Sarah Psaila – Betsafe

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Right now, the first thing people see when they visit the Betsafe Web site is a promotion for “The Recruiter.” What is “The Recruiter”? How long is this promotion available? Who came up with the idea? And how long did it take to produce that cool video?

The Recruiter is a competition initiated by Betsafe.com which can be compared to an extremely well developed refer-a-friend program. Customers earn points when their friends sign up with Betsafe. Points then determine one’s placement on the leader boards where a total prize pool of €350.000 is up for grabs. Becoming the strongest Recruiter essentially means you drive off from this competition with a brand-new Porsche! Henrik Person, our CEO, is the mastermind behind this promo, which will run till the end of July.

In terms of the size of business, how do the poker and casino units compare to the sports betting at Betsafe?

While trying not to blow our own horn I must admit that things at Betsafe over the past year have gone from strength to strength. Though originally a sportsbook product, and renowned for having one of the strongest sportsbook offerings in the industry for the markets we target, our poker and casino products have also grown at an astronomical rate. Since moving to Ongame early last year we have managed to establish ourselves as one of the most promising rooms in the Ongame network and we continue to exceed all expectations both internally and externally. Our casino has also enjoyed exceptional success, and we now look forward to launching our second casino at the end of May. Launching a crypto casino along with our current portfolio from NetEnt will definitely give us that additional edge and help ensure we have one of the strongest casino products in the industry.

What percentage of your sports betting customers cross over to poker and casino? What about the other direction? Do poker customers become sports bettors? What about casino customers?

As in any other business cross-selling plays an important strategic role here at Betsafe. We do feel and our stats do prove that we are in an advantageous position in terms of cross-sell as well given that we have such a strong and unique sportsbook product. This in turn makes cross-selling somewhat easier given that experience shows that it is far easier to encourage cross-sell from sportsbook to poker and casino rather than vice versa.

What differentiates the Betsafe affiliate program from other affiliate programs?

At Betsafe we pride ourselves on being a company that maintains close contact with customers and business partners alike. In the Betsafe affiliate program, the dedicated affiliate management and efforts made to help our affiliates at an individual level are key differentiating factors. That said, we do have a number of additional very exciting projects and propositions related to our affiliate program in the pipeline that will help us further stand out in the crowd, but the details here are for me to know – and for the rest of you to find out very shortly!

In your FAQ, you clearly state that Betsafe does not tolerate spamming. If Betsafe discovers someone is spamming to promote Betsafe, what steps will be taken to stop the spamming?

In adhering to company policy we do monitor our affiliates’ activity and strive to protect the brand at all costs. Understandably our affiliates need flexibility to promote us but we do make every effort to ensure that the Betsafe brand is safeguarded at all times. Solid relationships with our affiliates put us in a position to be able to contact any affiliate should any problem like this arise, have an open discussion and discuss the best way forward, one that will be mutually beneficial to both parties.

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?

I’d like to think that my response time to e-mail is not significantly lagged, and while I do have to prioritize certain e-mail, I do make it a point not to leave people waiting for a reply for more than 24 hours. Sometimes answers can’t be given but an acknowledgment within 24 hours is essential good-business practice. The key here is organization! Understanding my business priorities and organizing my inbox accordingly definitely helps me get through my inbox more efficiently answering what needs to be answered and delegating and following up others...rules set up on the basis of these priorities always help, especially when you are faced with over 200 e-mails after a day or two on leave!

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

I would have to say retention! Attracting players is understandably important; however, extending CLTV [combined loan to value] is where both affiliates and operator can really cash in. Acquisition is significantly more expensive than retention, especially when one considers the extortionate costs incurred when employing mass-marketing techniques, which are essential for brand-building and acquisition efforts. But if the budget is available increased acquisition stats are easier to achieve. Retention on the other hand requires far more intellectual resources and strategic thinking, but is what will really allow for long-term profitability and mutually beneficial partnerships.

How can affiliates help in retaining players?

In terms of retention I very much see it as being a joint effort between affiliates and operators. Affiliates need to ensure what they promise their players or subaffiliates is manageable by the operator, while the operator needs to ensure that the CRM strategy employed is efficient and effective in helping affiliates understand their differentiated player base so that they may target and achieve results accordingly. Affiliates here can also contribute to the operator’s understanding of their respective player profiles, allowing the operator to manage players in the most effective way possible. Sound communication with all parties is key here!

Most of the affiliate managers we talk to say building trust with their affiliates is critical to success. How do you go about building trust with your affiliates?

Having a transparent program with reliable stats and a strong, dedicated affiliate team behind the scenes are in my opinion the key ingredients. Clearly communicated terms and conditions and adherence to these are also key if you want to build solid long-term relationships with your partners!

Besides trust, what are the keys to building successful relationships between affiliates and affiliate programs?

Trust is a major factor as I previously pointed out, but to build this trust one needs to ensure efficient internal and external channels of communication, operational transparency and an affiliate team that takes the time to listen and understand the current and future needs of affiliates and their respective player bases.

What are the three most important attributes an affiliate manager must have in order to be successful?

Persistence, determination and the ability to work hard and party harder!

How long have you been in the online gambling industry? Why did you decide to enter the field?

I actually started working in gaming three years ago as an account manager at NetRefer. However, prior to that I was always particularly interested in the field and in fact related my Marketing Master’s studies to the online gambling industry with a specialization in Affiliate Marketing.

Rumor has it that you love Malta. Are you originally from Malta? Did you grow up there? What does the world need to know and understand about Malta – and your love for Malta?

Yes, I am Maltese born and bred... I grew up there most of my life but I did spend quite a few years studying in England. What you need to know about it? First things first: Yes, it exists; no, it’s not part of Italy; yes, the Internet has finally arrived; and no, we aren’t all related! LOL But seriously, Malta is a great place to be...its climate, rich historical background, friendly people and overall relaxed atmosphere make it an ideal home or place to visit!

Where have you lived in Europe? What were your favorite things about the places you lived? How did those places compare to Malta? And where are you living now?

England and Sweden – both places proved to be a great experience. Living on an island sometimes tends to lead to quite a narrow mind frame. Getting away helped broaden my perspective, and ensured I came to understand that there is a lot more to life than the sun the sea and partying in Paceville!

Time to represent the Scorpios. What is great about being a Scorpio? What doesn’t the world understand about Scorpios?

I’m not one to go by the books when it comes to horoscopes... I do read them ... but only believe them when it pays me to do so – so I won’t comment much here!

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

I’m not much of a gambler myself...my last trip to Vegas was spent in the shopping mall at Caesars Palace, which goes to prove this all too well!! I obviously make it a point to understand the products we offer and the psychology behind the players and the games... but as for money spent on line... it’s shopping rather than gambling that drains my bank account!

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

Don’t let anyone or anything knock you down...hard work and perseverance pay off in the long run!

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

Jesus Christ – Have a few question here I need to ask the big guy!! Sigmund Freud – Think it’s high time someone analyzed him rather than vice versa!! Marc Jacobs – I need a new bag!

What’s the best movie food? And why?

Chocolate. I’m a woman – chocolate is the answer to all my problems and the ideal food for any situation!

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

It was an academic book read in preparation for my post graduation viva – I enjoyed the fact that it backed up my research findings, but to be totally honest there are far more interesting books I would have rather read.

What is your favorite movie? And why?

This very much depends on my mood... it could be a chick flick one day and an action-packed thriller another...but “The Godfather” is a movie that has passed the test of time and remains on my hit list...that and all other Al Pacino movies!

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

“These Are the Days Worth Living.” I may not always relate to the lyrics but that song always helps me recharge, refocus and get right back in the game!

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

I think it would have to be the reputation it has in some countries.

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

Given Malta’s size, I’d take them to see the whole place ... in less than three hours!!!

What are three things that no one knows about you?

If no one knows them, I think I’ll leave it that way rather than have them published in an industry magazine. My lips remain sealed!