Affiliate Manager Interview Series

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(This interview was originally published in the July 2022 issue of the GPWA Times Magazine.)

Please tell us a little bit about yourself. Where are you from and where did you grow up?

I’m a born and bred South African but often get told I don’t look it. That’s the Dutch in me! My mom moved to Cape Town from the Netherlands when she was 16 years old. I grew up and studied in Cape Town but did venture out to live in Johannesburg - the City of Gold - for career opportunities.

I returned to Cape Town a few years ago to be closer to family and friends. I have three children who keep me on my toes! If I am not loving every minute of our industry, I’m out with them at the beaches or mountains. Cape Town is truly one of the most beautiful cities in the world.

You have extensive experience in digital marketing but just started in the iGaming industry last year. Please tell us more about your work background and why you decided to shift into the iGaming affiliate industry.

I found my strength and skills in Digital Marketing straight out of University after completing my degree in Business Commerce. For the past 18 years, I’ve been working in this field, whether it’s helping corporates build their digital presence, or in agencies, helping brands integrate traditional marketing, branding and digital. The digital industry moves quickly and my skills developed with it. Social media, strategy, big data, SEO, PPC, CRM, project management - just to name a few!

Part of the excitement of working in an up and coming industry is the constant learning. An ever-changing environment demands delivering great results with projects for big brands such as Royal Canin and Unilever.

While moving back to Cape Town, an opportunity presented itself to work for one of my very first employers who moved his company into the iGaming industry. He offered me a contract as a project manager to develop content for affiliate iGaming sites. This was an incredible opportunity and one that I could not turn down! I believe iGaming is one of the most dynamic, fast-changing, and demanding fields within the digital sphere. A challenge that I was very much up for!

Through the industry, I was introduced to Kate Garber (4KingMedia COO) and the opportunity to work with her as a mentor and the brands she represents was just something I could not refuse. I was utterly honored to be able to work with her. The launching of SlotVibe Partners has truly drawn on every aspect of business and digital that I have learned over the past 20 years.

Speaking of Kate, she is a long-time friend of the GPWA (and a former interview subject of the GPWA Times Magazine) and spent decades as an affiliate manager. How much has her experience in the iGaming industry helped you personally and how has it helped shaped the vision of the company?

Kate is one of the veterans in iGaming. She started in a very male-dominated industry and was one of the very few females to carve a well-respected career and position in the industry.

Her ethics, relationships, dominance and reputation in the industry speaks for itself - I call her the queen!

Kate has dedicated hours to mentoring me - working with me many nights and into early hours of the morning. Sharing ideas, wins, joys and frustrations. She calls me her “right hand woman” which is a true honor to be trusted with. She has also helped me find and build a quality network with partners and friends she has worked with over the decades.

It's a position and responsibility I hold with immense pride. Kate has shared her love and passion of the industry with me and our energy together (I know for both of us) is truly infectious and motivating.

What has surprised you most about working in the iGaming industry?

How such incredible friendships and relationships can be built over Skype, often with affiliates who don’t even show their real name or profile picture! It’s been amazing to make friends over words and a screen from all over the world. I think we can all say that the best moments are meeting together months later at a conference. It's just pure magic.

SlotVibe Partners launched in early 2021 and the casino brand is SlotVibe. Please explain what makes SlotVibe casino attractive to players and affiliate partners.

SlotVibe spends a great deal of time asking the players and affiliates what they want or what we can improve on to make their experiences better with us. Whether it's to help bring more traffic or to help our players have the best experience, we are constantly asking and working towards these goals.

As a small team, we are nimble and able to make changes or develop offerings quickly and with ease.

SlotVibe offers crypto, the newest games as they are released, a top VIP team, and various GEOs and languages. SlotVibe Partners also offers payment options that include wire transfer and crypto and has a very responsive team who work towards building unique campaigns and offerings. This is together with the affiliates based on their own needs - whether it be content, bonuses, custom reviews or artwork.

What are the keys to a beneficial working relationship between an affiliate manager and an affiliate?

Listening to your affiliate, learning about their offers and strengths, and building a unique strategy over time together. Building a relationship of trust is everything.

Do you gamble yourself at land-based casinos or online?

I have always enjoyed playing roulette and blackjack at land-based casinos with friends. It’s a really fun night out. However, I am not a fan of losing money, so once my cash for the night is gone, it’s gone. I’m always very happy with the fun and laughs I had with my friends. Being with them is what I’m there for - winnings are just a bonus if they happen!

How has the COVID-19 pandemic affected you both professionally and personally?

COVID has taught me how keeping life simple is everything and how valuable relationships and connections are. COVID was also my first experience with the “work out of office” life, which was a huge adjustment.

But we have also learned that this doesn’t mean we can’t still build meaningful relationships with our colleagues and when we did finally meet, it was with so much joy and happiness. To be honest, the first time I met my employers was after a year. It was very strange to feel like family with people you haven’t ever met!

What are your hobbies? What takes up your time when you are not working?

My three children take up every spare moment and we like to keep active in the majestic outdoors that Cape Town has to offer.

If someone were to visit you for 24 hours in South Africa, where would you take them?

Well, Cape Town of course! I’d make sure you experience the wine lands, pristine beaches and Table Mountain that dominates our Mother City. It’s voted the most beautiful city in the world for a reason!

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

Nelson Mandela, Elon Musk, Charlize Theron.

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

I have run The Comrades Ultra Marathon Twice (89km) and have summited Mount Kilimanjaro.

Affiliate Manager Interview Series - Sasha Boerma