What makes you take a chance on a newer brand?

**ShelbyIA** · 15 March 2010, 4:30 pm

Hey Guys,

I've been mulling over this for a few days now, and trying to figure out just what it is that affiliates look for in a casino before they decide to promote.

Clearly its easier to make the decision if the casino is well known, but what about the casinos out there that don't have quite the same name recognition? What's the best way to break into your field of vision?

I've been working with Global Live Casino for a while now and know first hand that its a great casino, where players are treated very well. While they don't offer the extravagant promotions that other similar sites offer, their bonuses and promotions are practical and obtainable, which I have always thought was really important.

Do you guys (and girls!) have any thoughts? What makes you take a chance on a newer brand???

Can't wait to hear your responses

**TheGooner** · 15 March 2010, 5:44 pm

Nothing makes me want to take on a totally new brand. N-O-T-H-I-N-G.

These days it's almost impossible to untangle the convoluted ownership maze and to determine in advance just how deep the pockets are, and whether the enterprise is sufficiently funded.

Usually we give it 18-24 months to settle down, then will check on feedback from players and affiliates, and begin my own playtest.

A fiscally solid base is of prime importance.

-----------------

If it's just a new brand from an existing operation / organisation that I know about - then that's a different story. They've proven the base and we can look at ther specifics of the operation.

**giggles7p** · 15 March 2010, 5:56 pm

I agree with Gooner, but i will add that if you have trust in the casino you are promoting now, then I would approach your affiliate manager and ask for special promotions and offers exclusively for your site and your players, most AM's are open to ideas and offers and this is a way to add more traffic and players to your site and casino choices.

Good Luck
CHeers
Pat

**nitro** · 15 March 2010, 6:34 pm

Originally Posted by TheGooner

Nothing makes me want to take on a totally new brand. N-O-T-H-I-N-G.

This is a smart attitude because there isn't any need for 3692 crappy casinos that work exactly the same but the obvious exception is when someone comes up with an entirely new concept like a rival casino that isn't a white label or an outfit from costa rica that isn't a rogue they should be promoted...

**ShelbyIA** · 16 March 2010, 4:42 pm

Usually we give it 18-24 months to settle down, then will check on feedback from players and affiliates, and begin my own playtest.

I can totally understand the fact that affiliates have so many casinos that they can promote, it doesn't always make sense to go with something untested.

I guess the challenge for new casinos is just sustaining a high level of awareness though at the start. So that once is has been around for a while good affiliates will have had it in the back of their mind.

For Global Live Casino we are trying to do this with lots of player promos (that are obtainable) and affiliate promotions that we think people will actually be interested in (right now there is a contest to win a trip to Dublin to see where the live content is streamed from). Like giggles mentioned we are also working really hard with current affiliates to make sure they have what ever exclusive promos they think will boost conversions.

I guess its just a waiting game! Anyone else have anything they really look for in an newer (6-10 months old) casino affiliate program?

Thanks!

**penny-slot-machines** · 16 March 2010, 5:53 pm

Just a few thoughts on what might appeal (in no particular order):

- names and contact details of the Directors / Owners of the company

- reputable online gaming jurisdiction

- reputable, experienced affiliate manager(s)

- genuine real time reporting

- reporting at the level of the individual player

- the casino doesn't subtract bonus money (imaginary money) from affiliates (i.e earnings are added to my account at the time of deposit and then only subtracted when a players withdraws money)

That might seem like quite a lot to ask right now, but once the US regulates online gambling, the bar will be raised overnight and I hope that these (and more) will become basic requirements for many of us affiliates, rather than idealistic wishes

An example of a casino that scored well enough on these points for me to sign-up as soon as the program launched is Kerching casino.

They are owned by Barcrest (IGT's UK subsidiary) and have a UK online gambling license. As IGT is a publicly listed company I can get hold of the company accounts and I know who the Directors are. I can attend the AGM if I wish to ask them questions publicly.

The point is, I run a business and I want to know WHO I am doing business with

As an example of how it should be...

Two years ago I had questions I wanted to ask Ladbrokes. So, I went to their AGM and asked those questions during the meeting. Then, after the meeting, I was able to meet up with the Chairman (they put on a buffet lunch after the meeting where you can mingle with the Board of Directors) and I discussed the business with him in person

We are, I hope, getting closer to US online gaming legislation, so for a new casino to attract me at this stage, their standards must be very high indeed

TRANSPARENCY is key, imo

**Simmo!** · 16 March 2010, 6:22 pm

I agree with everything stated above and like Gooner, wait at least a couple of years before making a decision in general. For me, it's all about the casino and how they treat the players over this period but I'd also add a couple of caveats: software and licensing jurisdiction.

An RTG casino would almost definitely go the full 2 years because it's been proved in the field that RTG will licence to just about anyone and turn a blind eye to any misdemeanours. At the other end of the scale, I feel that I can trust a Wagerworks casino pretty much from Day 1.

That goes hand-in-hand with the licensing jurisdiction. If it says Alderney or Isle Of Man on the tin, I'd be a lot more impressed than if it said NL Antilles or Costa Rica. FWIW, I have a lot of confidence in Income Access and if I see a new product that goes some way to appeasing my criteria, the IA link might help bring down the timescale. The GLC licence from the Isle Of Man coupled with the Vuetec Ltd link is good news to me

Cheers

Simmo!

**Dominique** · 16 March 2010, 7:11 pm

In the current legal situation you can't expect transparency from US facing casinos, unless the owners are suicidal.

I will usually test a new casino (not personally, I send a few players without tag). If that goes well, and I see no complaints on the player forums, I may give it a shot.

Software matters, but I don't blindly trust any software anymore after what happened with Grand Prive.

I have been around a long time, so I often see a familiar face with a track record in the industry at a new casino and that helps.

To give a spot to a new casino is often not the best possible financial decision, so I often charge a flat base fee for the spot until rev share exeeds the flat fee, at which time I switch to rev share.

I also require an exclusive offer to start out.

**Puma** · 16 March 2010, 7:44 pm

I also require an exclusive offer to start out.

LOL , ya like there is a such thing as an exclusive in this business.

**ShelbyIA** · 17 March 2010, 4:05 pm

That goes hand-in-hand with the licensing jurisdiction. If it says Alderney or Isle Of Man on the tin, I'd be a lot more impressed than if it said NL Antilles or Costa Rica. FWIW, I have a lot of confidence in Income Access and if I see a new product that goes some way to appeasing my criteria, the IA link might help bring down the timescale. The GLC licence from the Isle Of Man coupled with the Vuetec Ltd link is good news to me

Simmo! I'm glad to see that affiliates find these traits to be positive ones. Global Live Casino is owned by Vuetec, is in the Isle of Man jurisdiction, and uses Income Access software.

If I were an affiliate I think the most important thing for me would be quality customer service. Because players have so many options its easy for them to go with whatever is most popular. If they happen to take a chance on a newer casino they can absolutely not hit any road blocks when it comes to ease of play or they will be gone as quick as they came.

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