Issue #243
weekly
Dear Reader,
It's night - and my workday is almost done. I recently had a satellite dish installed and I discontinued my cable. I now get over 500 channels; whoop-de-friggin-doo. I get everything European and Middle Eastern; I even get the Al Qaeda channel. But I get only four English speaking channels: BBC News, SkyTV News, CNN, MSNBC. What the hell? I thought at least I'd finally get something to watch like the SciFi or History channel. TV in Germany sucks!
Irritatedly yours,
Bryan
In this issue:
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Some of these changes in terms and conditions are minor, but some are alarming. I'm not going to list the ones that bother me the most, it's far to complex to get into with this little bit of space. One thing for sure, some affiliates claim that retroactive changes are being made which breach already agreed upon contracts. The discussions at Casino Affiliate Programs and at Casinomeister outline the outrage and frustration that many webmasters are experiencing. Many of these webmasters feel helpless, there is nothing they can do but agree to the terms or remove the banners. And I hope what I'm seeing isn't a "You don't like the changes? Then go find another casino group to promote," sort of attitude. I don't see that yet, since I've been in contact with some of these managers. But it is a scary thought. And some of these thoughts dredge up questions.
One question is why now? Why are a number of affiliate programs making changes now? Is this some sort of preparation for changes in the industry? Are the changes in UK Gaming law having an effect on the way casinos will be marketing themselves? Will the casinos, finding themselves in a situation of trying to look legitimate in the general public eye, brush the affiliates aside, stating that most affiliates have substandard websites and resort to spam. Crappy websites and spam give casinos a bad rap, right? I remember that at the GIGSE, some managers mentioned that they would be relying more on offline marketing than on online marketing. So perhaps we're seeing a shift in focus here. The problem with this is, it is really difficult to track the effectiveness of off-line marketing. Online marketing can be a near exact science; you can track the traffic. Off-line is another story. You can't click a TV commercial.
But I'm still seeing both sides of this coin. I understand that the casinos need to make changes to remain productive and competitive. And I understand the pain that many affiliates feel. Some are riled, stating that some of these changes are "illegal", but my sources say that legal consultations and stamps of approval have already been made. The biggest problem that I see is a lack of communication. There have been too many one-way conversations (read decisions and announcements) and not enough creative solutions to overcome this. This is a very small industry -- relatively speaking, and it's not a good thing to burn one's bridges. This goes for both affiliate managers and affiliates alike. You never know when you'll need each other again.
Final thought: this industry is a baby - it's only a few years old. Affiliates must be resilient and be able to roll with the punches - same thing goes for the casinos and their marketing managers. We are in this together. Understanding and mutual respect are a must. The decisions and results from these decisions will surely filter down and affect the players one way or another.
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The grandfather replies, "I'll bet you five dollars you can't. It's too wiggly and limp to put back in that little hole."
The little boy runs into the house and comes back out with a can of hair spray. He sprays the worm until it is straight and stiff as a board. Then he puts the worm back into the hole.
The grandfather hands the little boy five dollars, grabs the hair spray, and runs into the house. Thirty minutes later the grandfather comes back out and hands the little boy another five dollars.
The little boy says, "Grandpa, you already gave me five dollars."
The grandfather replies, "I know. That's from your grandma."
ha ha ha
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Peace
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