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Is An Online Affiliate Program?, by Greg Tingle -
31st May 2010
Greg Tingle, offers up a self-promotion piece and
answers, among many other questions, What is an online
affiliate program? He also explores the latest happenings
media and gaming insiders, outsiders, and everyone
else...Media Man breaks its recent silence (patch)
regarding the Australian online gaming, gambling and
sports betting sector. We only went quite for less
than a week, but with most major Australian media
making a lot of noise, some of it very intelligently,
we thought it should be our turn, given that for almost
a decade we have ramped up our global coverage of
the sector, part of which thanks to our friends at
beloved (and often controversial) Gambling911.
Before we swing into things further, for the record,
as recently told to The Sydney Morning Herald, Media
Man is primarily a media, publicity and portal development
company, established a decade. Gaming and igaming
(including sports betting), is just one sector we
cover. We are not a casino, nor are we a gaming company,
or adult company. And furthermore, I am a qualified
journalist - 5 years and established media agent -
5 years). A decade in business. It hasn't been easy,
but what a journey it continues to be.
is a website portal?
essence, a very popular website. Think like NineMSN,
iGoogle, MSNBC, Wikipedia. Media Man is not as slick
(or as well funded), but developed a niche and successful
business model none the less. The Media Man website
network is a work in progress, and is never completely
finished (as is the dynamic nature of the web medium).
to iGaming and online sports betting
London Stock Exchange listed powerhouse, is understood
to be the world's first igaming giant and firm of
considerable name value.
is an online affiliate program?
affiliate program is a largely commission based incentive
b2b structure where an affiliate (i.e a web publisher)
receives a % for generating successful sales / bringing
in business. Website portals (and media companies)
make for some of the most successful affiliates, as
they have compelling unique content, high traffic,
loyal readership interested in certain niche areas
and the like. Some affiliate programs are quality
and worthwhile, and some are not, and could be viewed
as a waste of time.
marketing (reference: Wikipedia)
marketing is a marketing practice in which a business
rewards one or more affiliates for each visitor or
customer brought about by the affiliate's marketing
efforts. Examples include rewards sites, where users
are rewarded with cash or gifts, for the completion
of an offer, and the referral of others to the site.
The industry has four core players: the merchant (also
known as 'retailer' or 'brand'), the network, the
publisher (also known as 'the affiliate') and the
customer. The market has grown in complexity to warrant
a secondary tier of players, including affiliate management
agencies, super-affiliates and specialized third parties
marketing overlaps with other Internet marketing methods
to some degree, because affiliates often use regular
advertising methods. Those methods include organic
search engine optimization, paid search engine marketing,
e-mail marketing, and in some sense display advertising.
On the other hand, affiliates sometimes use less orthodox
techniques, such as publishing reviews of products
or services offered by a partner.
marketing-using one website to drive traffic to another-is
a form of online marketing, which is frequently overlooked
by advertisers. While search engines, e-mail, and
website syndication capture much of the attention
of online retailers, affiliate marketing carries a
much lower profile. Still, affiliates continue to
play a significant role in e-retailers' marketing
publishers such as Media Man put appropriate disclaimers
on their work. ie: Media Man has a b2b relationship
with X. Media Man owns shares in X. X is a client
of Media Man. Media Man newsfeeds powered by Fairfax
Media, The New York Times and Google News. X is not
a client of Media Man, X is a former client of Media
Man, and you get the idea...
History - 1998, Australia
Jan McMillen, executive director of the Australian
Institute for Gambling Research, and Dr Peter Grabosky,
director of research at the Australian Institute of
Criminology, argued that strict prohibition of internet
gambling would be extremely difficult, if not impossible,
to achieve. "While prohibition would quite likely
reduce online gambling to some extent it might detract
from the capacity to address other, more pressing
forms of online illegality such as fraud, child pornography,
or other more serious forms of computer hacking."
UK was one of the first countries to fully regulate
online gambling. This greatly assisted in both consumer
protection, innovation and correct government taxation.
Companies such as Virgin
Games, PartyGaming (PartyCasino
etc), Paddy Power and William Hill have traditional
enjoyed strong success in the United Kingdom.
States Key Historical Development
September 29, 2006, the U.S. Congress passed the Safe
Port Act and attached unrelated anti-gambling language
to the act. This legislation is known as the Unlawful
Internet Gambling Enforcement Act.
October 2, 2006, PartyGaming announced that it would
"suspend all real money gaming business with
US customers" in light of the passage of the
Safe Port Act.
W. Bush signed the act into law on October 13, and
PartyGaming suspended offerings of real-money games
to U.S. players. Free play games and non-US customers
were not affected.
a result of this news being released to investors,
PartyGaming's publicly traded stock dropped almost
60% in 24 hours. The company was moved from the FTSE
100 to the FTSE 250 Index on October 11.
April 2009 the company made a settlement with the
United States government where they agreed to pay
a penalty of $105 million over the next four years
as part of a "non-prosecution agreement".
As part of the deal, Party put its name to a "statement
of facts" in which it admits for the first time
that, before October 2006, it had targeted US citizens,
resulting in the processing of transactions that were
"contrary to certain US laws".
number of online gaming companies continue to pro
actively market to Americans. There are a widely accepted
grey area in the law, one that could be viewed to
exploit "loop holes" in American law.
is generally regarded as much more igaming friendly
that the U.S. PartyGaming, owner of the World
Poker Tour brand, is currently rumoured to be
looking at stepping up their activity in Canada, including
eyeing off the Canadian Poker Tour.
Days Of White Australia History
thrived, largely underground, since settlers arrived
in Australia, firstly via Captain Cook (depending
upon what history books you wish to believe). Gambling
was a favorite pastime and provided for hours, sometimes
months, of entertainment.
1950 - 70s Australia
gambling dens thrived in Australia. Mainly on the
east coast. George Freeman, as featured on some Network
'Underbelly' episodes was the king. Abe Saffron, subject
of an 'Australian Families of Crime' feature was also
considered king for many years.
Casino Takes Casino Mainstream Down Under
1980, the late, great, Kerry Packer, sees Crown Casino
launch in Melbourne Australia. Crown Casino also becomes
home of many great entertainment industry events,
including The Logies! (broadcast on Network Nine).
Crown grows the empire acquiring a casino in Perth
(1984), re named as Burswood Entertainment Centre.
In 2005 Kerry passes away, having cheated death a
number of times, and James takes the reigns. Packer
Jr's aptitude was questioned (mainly by the Aussie
press) for many years, but last year he proved the
knockers wrong, with Crown Casino and Burswood powering
along, followed by his City Of Dreams, Macau, holding
up well in a global financial crisis. The Crown empire
has showed itself to be recession resilient, but not
recession proof. Packer is still standing while many
lost their shirts and went down for the count. Packer
key business strengths include (other than being seriously
cashed up), networking, enjoying relationships with
company such as Richard Branson, David Gyngell, Eddie
McGuire, Shane Warne, Damian Aspinall (long family
history), Sen Stephen Conroy, and a bush tucker bag
of Australian state and federal politicians, and a
number of the Aussie media and entertainment A-Listers.
Packer's teaming up with Aussie mining giant, Andrew
"Twiggy" Forrest (Team GenerationOne) earned
him browny points, and some say well needed, PR, but
both Packer Jr and 'The Twiggster' have both enjoyed
long and largely positive history and relationships
with Indigenous Australia. By all accounts, their
hearts are in it.
Productivity Commission Report - May 2010
that internet gambling be legalised and regulated
are spending an estimated $1 billion per year on internet
gambling (casino, poker and sports betting)
offering online casino products are theoretically
subject to fines of up to $1.1 million per day, but
Australian Federal Police are refusing to lay charges
against illegal operators.
just in show Aussies are expected to spend $968 million
this year on online casino games, poker and bingo,
approx 30% on online poker.
is thriving in Australia, and its cousin, videogaming,
also remains one of the more financial stable business
below is credit to the Australian Productive Commission
Productivity Commission's final report on Gambling
has been completed and sent to the Australian Government
for its consideration.
release of the final report by the Government is the
next step in the process. Under the Productivity Commission
Act 1998, the Government is required to table the
report in each House of the Parliament within 25 sitting
days of receipt.
the Government releases the report, a copy will be
sent to all registered participants including those
who made submissions, appeared at the public hearing,
or were visited by the Commission. At that time, the
report will also be available for download from the
Commission thanks all those who have contributed to
a decision by the Council of Australian Governments,
the Australian Government asked the Productivity Commission
to undertake a public inquiry into gambling.
inquiry provides an update on developments since the
Commission's 1999 report, and can consider a wide
range of issues, including:
nature and definition of gambling and the range of
activities incorporated within this definition
participation profile of gambling, including problem
gamblers and those at risk of problem gambling
economic impacts of the gambling industries, including
industry size, growth, employment, organisation and
interrelationships with other industries, such as
tourism, leisure, other entertainment and retailing
social impacts of the gambling industries, the incidence
of gambling abuse and the cost and nature of welfare
support services necessary to address it
contribution of gambling revenue on community development
activity and employment
effects of the regulatory structures - including licensing
arrangements, entry and advertising restrictions,
application of the mutuality principle and differing
taxation arrangements - governing the gambling industries,
including the implications of differing approaches
for industry development and consumers
implications of new technologies (such as the Internet),
including the effect on traditional government controls
on the gambling industries
impact of gambling on Commonwealth, State and Territory
impact that the introduction of harm minimisation
measures at gambling venues has had on the prevalence
of problem gambling and on those at risk
the effectiveness and success of these harm minimisation
measures used by the State and Territory Governments.
Man coverage continued
games - land based
casino games - games of chance, games of skill and
betting - horse racing, AFL, NRL, UFC, Boxing, Cricket
etc - (online or offline)
gambling - ie: betting at gambling dens, unregulated,
be it in Las Vegas, Kings Cross, Maroubra Beach or
Australian network TV and pay TV companies have broadcast
footage of World Series of Poker and World Poker Tour.
Australian former WSOP champion, Joe Hachem, has appeared
on a number of Australian TV shows including The Poker
Star and Network Ten's 7PM Project. Hachem also writes
for The Age. Australia's Shane Warne has appeared
on a number of Australian TV shows with the 888 -
Pacific Poker connection being clear, and 888 - Pacific
is well branded and covered on Mr Warne's numerous
websites. Sydney Roosters NRL players previously carried
Full Tilt Poker branding on their shorts, but this
is understood to be no longer the case. Years ago
'Joker Poker' was screened on Network Ten, and closely
associated with James Packer's Crown Casino in Melbourne.
Aussie celebrities such as Dave Hughes and Bessie
Bardot appeared. NRL, AFL and numerous Australian
sports broadcasts carry betting odds which appear
on the TV screen. TV announcers will often reference
the odds as part of the sports commentating. Last
year it's understood that somehow an overseas online
casino brand was advertised on Australian terrestrial
TV late at night. The facts are not known on at matter,
or in the public domain. Australia's ACMA is likely
to have a file on the case.
Gaming Regulation In Australia - Yes Or No?
Man believes that online gambling, poker, casino,
sports betting et should be regulated in Australia.
That's a "Yes". As we advised Fairfax Media,
we think there are good guys and bad guys. Good guys
in our opinion include World Poker Tour (owned and
operated by PartyGaming), World Series of Poker, PartyPoker,
Games - Virgin
Casino (not currently available to Australians),
Affiliates, DGM (admin for Betfair affiliates),
and of course, Gambling911
(who cover the sector, but are not a casino as such,
but are a gaming, sports and entertainment website
portal). Regulation will assist greatly administering
correct taxation of companies and and around the sector,
and will likely bring in extra millions into Australian
government coffers. Last, but not least, regulation
should help ease the small % of what is named "problem
gamblers". Readers, keep in mind, many people
have a range of problems or issues, "problem
gambling" is just 1 of dozens of issues a person
may have. The "problem gambler" angle has
been the topic of a number of "attack journalism"
style news stories in Australia over recent years.
Media Man, covering over a dozen different industry
sectors... sports, entertainment, community, technology,
property etc... believes the gambling (and gaming
- video gaming etc) believes that gambling and igaming
are "easy or soft targets" (as is the case
for oil companies), but that's another story.
- Blacklist et al...
one point last years, Packer 50% owned Betfair was
on the so called 'Blacklist'! Why, a simple mistake
or something more sinister? The Australian Communications
Minister is understood to have earmarked, some insiders
say, singled out, the online poker and online casino
sector. Religion and other "controversial"
matter said to be "not acceptable to a reasonable
adult" is also on the hit list. Folks, keep in
mind the Wikileaks is understood to be on the list.
You know, the guys who exposed the crimes against
humanity in Iraq via their world famous website. That
should have the reader concerned. Who is next on the
list, and why? Richard Branson's Virgin is soon to
do a hard launch of Virgin Gaming in Los Angeles.
Virgin also have AWOMO (in collaboration with GDI),
both of which are non gambling (at least at this stage).
Branson also has the very successful Virgin Games
- offering Virgin Casino, Virgin Poker and Virgin
Bingo. The Virgin gambling products are not available
to Australians. The question begs, will Branson's
AWOMO and Virgin Gaming be available to Aussies, given
its accessed via the internet? They may be an answer
that needs addressing from both the Australian Labor
and Liberal Party. The Greens are against censorship,
and the Greens political preference is Liberal.
Man is hopeful that this relatively basic write up
will help further explain the igaming sector in Australia
- Asia Pacific, and will form part of the road map
for law makers and those in and around the industry.
It's a complex subject, one where the legal eagles
will likely be winners, but one we hope responsible
brands and punters alike will also be in the winners
circle. Any haters or detractors out there, keep in
mind that this news report is not comprehensive, nor
is it intended to be. It's some commentary and information
put into the public domain while the subject matter
is so politically hot in Australia. Media Man has
a number of disclaimers on this article to add some
balance to the ongoing discussion.
look forward to continued balance coverage from the
likes of Fairfax Media, News Limited, the ABC, SBS
and others. We thank Gambling911 as a global media
platform to put our thoughts into the public domain.
always, bet with your head, not over it, know the
odds and have fun. Good hunting and happy punting.
Man 'Online Casino Of The Month' PartyCasino.com
Man 'Online Casino Game Of The Month'
Slot, 2nd place - Cleopatra, 3rd place - The Godfather
Tingle is a special contributor for Gambling911
Man is primarily a media, publicity and internet
portal development company. Gaming is just one of
a bakers dozen of industries covered
writer owns shares in Crown Limited and Virgin
is a method of promoting web businesses (merchants/advertisers)
in which an affiliate (publisher) is rewarded for
every visitor, subscriber, customer, and/or sale provided
through his/her efforts.
marketing is also the name of the industry where a
number of different types of companies and individuals
are performing this form of internet marketing, including
affiliate networks, affiliate management companies
and in-house affiliate managers, specialized 3rd party
vendors and various types of affiliates/publishers
who utilize a number of different methods to advertise
the products and services of their merchant/advertiser
marketing overlaps with other internet marketing methods
to some degree, because affiliates are using the same
methods as most of the merchants themselves do. Those
methods include organic search engine optimization,
paid search engine marketing, email marketing and
to some degree display advertising.
marketing - using one site to drive traffic to another
- is the stepchild of online marketing. While search
engines, e-mail and RSS capture much of the attention
of online retailers, affiliate marketing, despite
lineage that goes back almost to the beginning of
online retailing, carries a much lower profile. Yet
affiliates continue to play a fundamental role in
e-retailers' marketing strategies...(Credit:
Man affiliate websites