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What is an Affiliate ?

Discussion in 'Casino Industry Discussion' started by Diane, Feb 2, 2011.

    Feb 2, 2011
  1. Diane

    Diane Ueber Meister

    Consultant - HR
    I always tell people there are no dumb questions, but I feel a bit embarassed to be asking this myself.

    What does an Affiliate Manager do? Do they get a % of the gambling wagers for player that have signed up through them?

    I know that was in place for rakeback in poker rooms for certain people who had signed up players under the "banner".

    What is the relationship between an Affiliate Manager and a Casino manager?


  2. Feb 2, 2011
  3. greasemonkey

    greasemonkey Banned User - flaming

    The affiliate manager is the person in charge of the affiliate program of a casino or casino group. He is the first contact that an AFFILIATE has with the casino group.
    For example, Bryan is an affiliate. He gets paid by sending players to casinos, or in his case they pay him for space on his site to hang their banners and advertisements. Anyways, he sends all of us to certain casinos so he is paid as an affiliate. His point of contact is the affiliate manager. Who is NOT HIS BOSS, quite the opposite actually. The affiliate manager is there to help affiliates with marketing plans, special promotions, banners..etc, etc.... but they do so on behalf of the affiliate program.

    So the affiliate program hires an affiliate manager who is the direct contact of an affiliate.

    In clubworlds case then I suppose that the Clubworld affiliate program has hired Tom as the affiliate manager who in turn is the point of contact for Bryan who is the affiliate... who is paid to drive players to casinos or poker rooms.
    1 person likes this.
  4. Feb 2, 2011
  5. dazlazz

    dazlazz Experienced Member

    London, UK
    Hi Diane,

    In general - the affiliate manager gets paid a set salary. His role to find, look after affiliates, prompt them on new banners, promotions etc

    Casino Manager would be higher ranked than the Affiliate Manager - Casino Manager to inform Affiliate Manager of new promotions etc, to make sure affiliate pay rates are correct i.e. Affiliate Manager not giving favourable rates to a friend.

    Affiliate Manager - essential to have a good relationship with the affiliates.
    1 person likes this.
  6. Feb 2, 2011
  7. Mousey

    Mousey Ueber Meister Mouse

    Pencil Pusher
    And just because you see a banner somewhere, doesn't mean it belongs to an affiliate. Sometimes, I believe, casinos pay outright for advertising, as they do here at Casinomeister. (Which, just my 2 cents worth, is the way I think it should be in any online business.)

    This affiliate thing is waaaaay too confusing.
    1 person likes this.
  8. Feb 2, 2011
  9. Perc

    Perc Experienced Member webmeister

    Everything has basically been covered already, but it's important to note that not all affiliate programs are "in-house", some casinos pay existing affiliate programs to promote their brands. In that case, they are not directly connected to the casino but can still help with issues through their contacts (likely the casino manager) at the casino.

    Either way they are good contacts to have if you have an issue and aren't satisfied with what you are told by customer support.

    Affiliate managers (usually several in each program) normally make a salary, and affiliates are paid for sending players through their site/link/banner. Usually affiliates are paid based on the losses of their players and if a player wins, it counts against the affiliate because it is based on casino profit and loss.

    There are also CPA deals (Cost Per Acquisition) where an affiliate is paid a flat fee for sending a player that deposits a minimum amount, and as mentioned there is the "Media Buy" where a casino pays for advertising on popular sites.

    Some programs have a wager model, where it doesn't matter if the player wins or loses, the affiliate is paid on how much a player wagers. It's a much smaller percentage of course, but it is possible to wager a large amount on a small deposit.

    I like that model the best because then I can root for the player. As a player first, I like to see people win, but that usually means I take a loss.
    1 person likes this.
  10. Feb 2, 2011
  11. dominique

    dominique Dormant account

    The Boonies
    Casino Manager: Only deals with the casino and players

    Affiliate manager: manages the affiliate program, which may or may not be owned by the casino.

    Affiliate: creates websites and provides information or services to players, accepts advertising. I have never much worried about the distinction between affiliates and webmasters, but theoretically Bryan is a webmaster accepting paid ads, not an affiliate, kind of like ads in a magazine. An affiliate earns a commission for players that use the affiliate link to register at a casino.

    Players can control the web presence of affiliates somewhat by using their clicks as votes. If you see a crappy site that has nothing but banners and links and gives you little or no concrete information, just don't use their links and they will go away. Thousands do every year.

    If you think the site provides a service to you and helps you, do click on the links to play. That helps the site stay online for you to use.

    It costs players nothing to use info websites and/or affiliate links.

    Basically, when you use an affiliate link you allot a portion of the money to keeping the website afloat, instead of it all going into the casino's pocket.
    3 people like this.
  12. Feb 2, 2011
  13. Simmo!

    Simmo! Moderator Staff Member

    Web Dev.
    Overall pretty much spot on but just a couple of points of clarification on that: Banners on CM are only accepted from casinos who have previously been accredited and accreditation is a totally independent process. Just in case anyone thinks that casinos are accredited here in order to charge for ads.

    Tom at Clubworld is the casino manager, while Martyn is the affiliate manager of their affiliate program known now as AffiliateEdge.


    I second that....

    ...and that.

    Sometimes, LOL. :D
    2 people like this.

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