Affiliate Manager Interview Series - Guy Tsur

[GPWA Daniel]

(This interview was originally published in the November 2023 issue of the GPWA Times Magazine.)

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

I was born in Tbilisi, Georgia, and moved to Israel when I was just 2 years old. I grew up in the vibrant city of Ashdod. After completing my military service, during which I served as a vice commander of a navy ship, I pursued a double degree in business and psychology. This diverse background set the stage for my journey in the professional industry.

You have a wealth of different work experience in various industries. How have all of these roles shaped who you are today?

My diverse career journey has been instrumental in shaping my multifaceted skill set and perspective. Working as a data analyst at Hewlett Packard Enterprise honed my analytical abilities, while my experience as a sales agent at TOYGA taught me valuable negotiation and communication skills.

My involvement in the Curaçao eGaming license and online casino industry broadened my understanding of regulatory compliance and the iGaming landscape. As the CEO and founder of Guy Tsur Diamonds, I studied the concept of building a company from scratch, which laid a strong foundation for my entrepreneurial spirit, and my current role as managing partner and co-founder of Wow Partners allows me to combine these skills with my passion for cryptocurrencies. This eclectic mix of experiences has molded me into an adaptable and innovative professional.

How did you get into Israeli gemology and diamond trading?

Israel has been renowned as a leader in the diamond trading industry. The prospect of engaging in this industry was inherently intriguing to me. Additionally, I had some family connections that helped me connect with potential clients, providing me with the legitimacy to dive into this fascinating world.

After such a unique career path, how did you decide that you wanted to work in the iGaming industry?

Interestingly, the iGaming industry found me. My first step into this industry came as an invitation from a family friend to manage his casino software development project. This unexpected opportunity piqued my interest and eventually led me to explore the vast potential of the iGaming sector.

What is the future of crypto gambling in the iGaming industry?

The future of crypto gambling in the iGaming industry is undeniably promising. Cryptocurrencies offer transparency, security, and decentralization, which align perfectly with the principles of fairness and trust that players seek in online gaming. Additionally, blockchain technology has the potential to revolutionize payment processing and enhance player experiences. As regulatory frameworks evolve, we can expect further integration of cryptocurrencies in the iGaming landscape.

What do you like most about your roles as at Wow Partners?

What I find most fulfilling in my roles is the opportunity to build and nurture relationships. As a managing partner, I get to collaborate with talented individuals across different domains, fostering innovation and growth. Being the head of affiliates allows me to work closely with affiliates, helping them succeed, while mutually benefiting from their expertise. Building these connections and watching them thrive is incredibly rewarding.

What is your typical workday like?

My typical workday is a blend of strategic planning, meetings with my team and partners, analyzing market trends, and problem solving. I prioritize staying updated on industry developments and ensuring that Wow Partners remains at the forefront of the iGaming affiliate marketing space.

How do you juggle being both a managing partner and head of affiliates?

Juggling these two roles involves effective delegation, clear communication, and a focus on priorities. I rely on a talented team to manage day-to-day operations as a managing partner, while my role as head of affiliates allows me to directly engage with our affiliates. Balancing these responsibilities ensures that both aspects of our business receive the attention they deserve.

SGCasino is the brand offering by Wow Partners and you are planning to launch a second brand, BTCPlay, soon. Please explain how they will differ from each other and the goal behind launching two different brands.

BTCPlay, which will be live in Q2 of next year, focuses on cryptocurrency enthusiasts, providing a seamless crypto gaming experience. On the other hand, SGCasino is named after my partner and me, with "S" for Samson and "G" for Guy, and it offers a traditional iGaming experience with a wide range of payment options. The goal was to provide options to a diverse player base and maximize our reach within the iGaming market.

How does the Wow Partners program help affiliates attract and retain players?

Wow Partners empowers affiliates with a range of marketing tools, data analytics, and personalized support. We provide affiliates with insights into player preferences and behaviors, enabling them to tailor their marketing efforts effectively.
Moreover, our transparent and competitive commission structure incentivizes affiliates to maintain long-term relationships with us.

What are the key components of a successful relationship between affiliates and affiliate programs?

The key components of a successful relationship include clear communication, trust, mutual benefit, transparency in tracking and payments, and continuous support. It's essential to foster a collaborative atmosphere where both parties work together toward shared goals.

What are some helpful tips for an industry newbie on getting the most out of attending iGaming conferences and events?

Networking is paramount at iGaming conferences. Make a list of key contacts you want to meet, attend relevant seminars and panel discussions, and don't hesitate to introduce yourself to industry veterans. Additionally, stay informed about the latest industry trends and innovations to engage in meaningful conversations.

What do you know about the iGaming affiliate industry now that you wish you knew when you just got started?

The iGaming affiliate industry is highly dynamic, and success often hinges on staying ahead of the curve. I wish I had realized the importance of continuous learning and adaptation from the outset. Embracing change and being open to new ideas is essential in this rapidly evolving landscape.

What are your hobbies? What are you doing when you aren't working?

When I'm not working, I enjoy activities such as swimming and riding my KTM adventure motorcycle. These pursuits help me relax and unwind from the demands of my professional life.

When you were growing up, what profession did you dream about getting into?

I initially aspired to pursue a career in psychology, but I ended up finding my passion in the gaming industry, which has been a rewarding journey.

Name a book that you consider a “must-read” and explain why.

I highly recommend “Rich Dad Poor Dad" as a must-read. This book provides valuable insights into financial literacy and achieving financial independence, which is essential for personal and professional success.

If someone from out of town came to visit you for 24 hours, where would you take them and why?

I would take them to explore the vibrant streets of Tel Aviv. From the historic Jaffa Old City to the bustling markets of Carmel and Levinsky, there's a rich tapestry of culture, cuisine, and history to experience. A visit to the Tel Aviv promenade to watch the sunset over the Mediterranean Sea would be a must, offering a glimpse of the city's beauty and energy.

If you could have dinner with five people, living or deceased, who would they be?

I would choose Elon Musk, Warren Buffett, Albert Einstein, Steve Jobs, and Michael Phelps. Each of these individuals has made a profound impact on their respective fields and the world at large. Sharing a meal with them would be an opportunity to gain insights, wisdom, and inspiration.

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

One lesser-known fact about me is that I am a motorcycle rider enthusiast, addicted to the thrill of the open road.