iGB Down Under
24 - 25 March 2010
Platinum
Gold
Silver
Bronze
ASOP Sponsors
Thought Leader
VIP Area Sponsor
Bar Sponsor
Bar Sponsor
Bronze
ASOP Royal Flush
ASOP Straight Flush
Q&A with Nicky Senyard CEO, Income Access
How long have you been involved in the iGaming industry?I became actively involved in the iGaming industry in 2000. The feedback from operators and affiliates at the time was focused on the need for affiliate marketing software that would provide complete tracking and reporting, with total transparency. This became the mission of Income Access, and what started out as a small team of five, has now turned into a team of 50, on four different continents. We became the first independent affiliate marketing software provider in the industry. Our software has since been adopted by over 90 of the industry’s leading operators, and is now considered the leading solution in the iGaming industry.
In your opinion, how has it changed in this time?
At its core, the need for affiliate marketing software that provides statistics at a glance, accuracy in reporting and transparency in tracking processes remains a constant. For the most part, however, the industry in unrecognizable, compared to what it was in 2000. After the implementation of UIGEA in the US, operators in the UK were faced with a far more competitive marketplace. Where operators once had one software provider that powered each of their verticals and a variety of different affiliate programs, they now wanted to consolidate their business with one affiliate software that could manage all their business needs.
As multi-level platforms became more prevalent, Income Access was the only affiliate marketing software that could manage multiple brands within the same affiliate programme. Brands like BetFred and Victor Chandler have integrated with Income Access to accomplish this very goal.
Businesses also began reaching out to multiple markets and regions, and in response, the Income Access software was developed to support multiple currencies and languages, with reporting features that allowed marketing partners to view statistics and creative tools by country/state. In addition, Income Access integrated with software providers, such as MicroGaming, Orbis, Entraction, Virtue Fusion and Parlay, making it possible for affiliates and affiliate managers to manage multiple markets through one login.
Regarding the session that you are moderating at the iGaming Super Show -
“Building Relationships through Social Media” – what will this session cover and who should attend?
This presentation covers several areas of social media, and explores both how operators can form strong partnerships with affiliates, and in turn, how affiliates can use social media to develop better relationships with players. As we go through the presentation, I will go over some of the advantages and disadvantages associated with each of the forms of social media, and how to use social networks as recruitment and brand awareness tools. Both affiliates and operators alike should get a lot of out this session.
This presentation covers several areas of social media, and explores both how operators can form strong partnerships with affiliates, and in turn, how affiliates can use social media to develop better relationships with players. As we go through the presentation, I will go over some of the advantages and disadvantages associated with each of the forms of social media, and how to use social networks as recruitment and brand awareness tools. Both affiliates and operators alike should get a lot of out this session.
Everyone now seems to have a ‘social media’ strategy, to varying degrees of success. What is the one mistake you see companies repeat again and again and that our delegates should avoid?
This is something that we are also going to explore quite at length in the session. One of the big mistakes that operators and affiliates make when engaging in social media is not developing their personality. It’s social media after all, and when done correctly, users will not only get a sense of what your business is, but the person behind the business—when a relationship is built, this speaks to acquisition, retention, and most importantly, growth. And that is certainly a goal for operators and affiliates who are using social media.
What key points will delegates take away from this session?
For the novice delegate, this will be a thorough introduction to social media, its various platforms, and the benefits of building a social media strategy. It will also give pointers on what to stay clear of, and how to ensure you are building your brand trust, not harming it. For the more expert social media delegate, we’ll look at using platforms like Facebook and Twitter as a recruitment tool, and how to use your affiliate marketing software to track your social media efforts and ensure a maximum return on your investment.
During this session, what questions would you ask if you were in the audience?
How can I get more depositing traffic using social media?
How can I increase awareness of my business using social media?
How can I acquire and retain more players? More affiliates?
How can I track what’s working, and what’s not working in my social media efforts?
How can I build my brand value?
And finally, what's your tip for making the most out of an industry event like the iGaming Super Show?
Industry events are the ideal places to network, meet new people, make new connections and expand your knowledge. And perhaps most importantly, the iGaming Super Show is ideal for developing the relationships that you already have. A great tip for attending a tradeshow like this is to plan ahead. Know what your goals are before you attend the show, so that you can manage your time and expectations once you get there. And get out of your comfort zone as much as possible—introduce yourself to people you’ve never met before, and make sure to follow up with new acquaintances once you’ve returned home.
