INDUSTRY INSIGHT
FORWARD
THINKING
Elaine Gardiner, head of Global Gaming Affiliates,
offers an insight into its newly launched programme
and explains why perfecting the basics has
been a key to its approach
fter spending nine years in senior
affiliate manager roles, the time was
right for me to take the next step by
creating a programme that fitted my idea of how
affiliate marketing should work.
Global Gaming was the perfect fit for this new
challenge. It’s an exciting company that runs
several of the industry’s most innovative casino
brands, including Ninja Casino. Crucially, it’s also
fully on board with the idea of building an affiliate
programme from scratch.
Without the need to rely on a legacy platform or
having to fit it into a wider infrastructure, we were
able to pick our own software to mirror
our company’s offering. Adopting the MyAffiliates
software made strategic sense because it meant
we could offer a personal and thoughtful
affiliate programme.
Being able to take my expertise and ideas and
mould them into an affiliate programme of my
choice was an exciting prospect; now, with the
launch of Global Gaming Affiliates, it’s a very
proud moment.
From the outset we wanted to create something
where we worked closely with our partners – what
we think of as ‘back to basics’. So what exactly does
that mean?
A
Close connections
Regular interaction and close working partnerships
are more likely to lead to a longer and more
productive relationship, which is why we approach
our affiliate partners as extended members of the
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iGB Affiliate Issue 71 OCT/NOV 2018
team, rather than business associates.
Across Global Gaming Affiliates, we ensure every
member of our team understands each affiliate’s
target audience, their varying needs, behavioural
tendencies and the languages required in
their markets.
Matching players with sites that are an ideal
profile should lead to higher satisfaction levels for
users and operators will reap the benefits.
“WE APPROACH
OUR AFFILIATE
PARTNERS
AS EXTENDED
MEMBERS OF THE
TEAM, RATHER
THAN BUSINESS
ASSOCIATES”
Staying ahead of the curve
What makes Global Gaming different to other
operators within the industry is our innovative
approach. Ninja Casino was the first online casino
to adopt the PayNPlay model, which removes the
lengthy registration process commonly associated
with traditional sites.
We take great pride in an approach that allows
players to deposit instantly and withdraw winnings
within five minutes, rather than offering huge
welcome offers and bonuses. This model may
seem challenging within the affiliate space, where