We met Clemence Dujardin, General Manager of MyAffiliates, who is taking part in SiGMA17.
Hello Clemence, how are you? Are you ready for SiGMA17?
I am very well, thank you Marius! Well for us Sigma is always good as it is a conference at home! Sigma actually allows us to catch up with all our clients and their affiliates alike, without the burden of having to travel and having to leave the office for so long. So we are very much ready and looking forward to it!
How did you come to enter the online gaming space?
Oh gosh! Do I actually have to answer this question? This takes me back 10 years! Well, it is actually a long story, but to cut it short, after I finished a contract with the Maltese Government, I decided that it was time for me to look at doing something else. 10 years ago, in Malta, IGaming just started booming and I was here, in the right time, in the right place!
Could you explain the structure of MyAffiliates with regard to the various technology, team and marketing features?
As you know, MyAffiliates is an affiliate marketing software that offers gaming and forex operators a suite of services allowing them to manage their affiliate program.
Even though our business has grown exponentially in the last 4 years, thanks to the state of the art technology, both in terms of software development technology we use, but also tracking solutions and hosting, we have managed to keep our team to a relatively small number, which allows us to keep what is at heart for us, a one to one relationship with all our clients.
MyAffiliates Malta, is what I would call the Operation base, where we have our first level and second level support team, QA , Integration Management , Business Development and General Management of the company. In the other side of the world, we have our development team which is based in Brisbane. It is basically there that the core development of the product is undertaken, and the team is also made of 7 people.
With regards to the marketing features, the software allows affiliate management whereby the solution allows operator to understand the performance of all affiliates, groups of affiliates or just one affiliate. Customer Management, which is obviously one of the most important ones, so that managers can understand affiliates’ customer behavior, their revenue, their cost, their life time etc. Media Management, which allows operators to upload any kind of media type in the system, for static banners, to HTML5, videos, mini games, feeds etc. We are also integrated with major third party media management like Bannerflow, for which we have a turnkey integration. Deal Type – MyAffiliates is the most competitive affiliate marketing software when it comes to deal type and deals offering. Deal formula can be based on any of the data field the client sends allowing great flexibility in terms of deals affiliate managers can propose to their affiliates. Whilst all traditional Revenue Share (flat, tiered, progressive), CPA (standard, tiered, progressive), CPA per Country of customer, QCPA, CPL, CPM, Hybrids, plans can be created, and any other plans can be requested to be custom built.And of course, reporting! Our system offers wide range of reporting, for both the front end and back end allowing the affiliate managers and the affiliates themselves, to understand and better manage their business.
What do you look for in a firm or brand when deciding who to partner or do business with?
We look at various factors obviously. For startups that contact us, we look at the business model to understand whether it is a sustainable model, if they have an affiliate manager that has experience and that understands how to grow an affiliate program, but we also look at the markets they intend to target. For bigger operators, that would already have an affiliate program and that are looking at migrating from our competitors, we mainly look at their reputation and their numbers, as these speak for themselves, therefore it is an easy decision. At MyAffiliates we actually make a point to try helping as much as possible startups to kick off their affiliate program by facilitating, in any way possible their implementation and early go live phases.
Are there any exciting plans in the works that you can tell us about?
Oh! here at MyAffiliates, there is never a dull moment, and we always have exciting plans! Whilst you will understand that I cannot divulge much of them, one great thing happening in a few weeks is the release of our new UI for creating deals. Because of the flexibility of our system in terms of the data that can be sent to us, but also of all the complicated deals that can be created in our system, we were often ‘’criticized’’ for our ‘’plan template’’ creator interface as it was too complicated. After months of work of rebuilding our calculation engine creator behind the scenes, to suit the need of our new UI, we should be able to release this to all our clients very shortly. But there is much more to come, so watch this space!
What is the main thing that you’d like Sigma readers to know about your company?
Well I guess many may remark that we are not very present on the ‘’marketing ‘’ scene, and that we are not as prominent in our communication as our competition is. We believe in our product, and our best marketing strategy in the past years has been the ‘’word of mouth’’ whereby active operators recommend us to others, Affiliate managers that moved from a place to another, telling their new employers how great our product is, but also affiliates recommending to the operators themselves. We also have been disappointed by marketing agencies promoting awards, which have failed to recognize our product, and we have decided willingly not to be part of this anymore. We are always game to be judged and compared to our competitors, be it has to be done in a fair way. We cannot trust any award process done by a group of people whereby access to our product is given and they never logged-in once to actually check our product, and judge in favor of another company. We believe in our product, we have a 99.5% customer satisfaction rating on our support ticket system, and we rather spend our effort and energy where it should be – knowing our clients and supporting them in the best way possible, whilst working on integrating new clients promptly and professionally, delivering the solution to the client’s expectation.
How important is innovation at MyAffiliates?
I think, all technology companies would agree with me. Innovation is key of our business and we always wish we could be more innovative. MyAffiliates follows closely markets trends and progression and always endeavors to deliver innovative features that will allow gaming or forex operators to keep up with the increasing technical demands of affiliates.
What do you see as the biggest challenges ahead for your business and the wider affiliate sector in 2017?
At MyAffiliates, we see challenges as opportunities. Challenges are the ever-growing demand of features from affiliates and operators alike. Affiliates are not anymore what they were ten years ago, and they have become large businesses that need to be supported. In terms of operators, competition has grown, and with the merger acquisition trends we have seen medium size companies becoming large, and we continually have to adapt to the changes and improvements they request.So, these are challenges because we need to be quick in developing the technology and deliver it to the businesses however, each of these request is a great opportunity to develop the product according to the industry requirements and deliver it to all clients using our platform.
What two pieces of advice would you give to any new affiliate starting today?
The first one would be understand your business – MyAffiliates is a great tool to help any affiliate build a business they understand. Analyze your traffic, your conversion, your numbers and use these numbers to optimize your traffic and request the right campaigns to the operator for your customers.
The second one would be, Ask the right questions – In my opinion, most affiliates have not yet understood the relationship between operators, data providers and affiliate marketing tools. I think we are at a turn in this industry where affiliates should understand the power of their business and be given more transparency with regards to the information they are given.
Do you play slots and what would you do with 1 million Euro from jackpot winnings?
Ah – that’s a fun question – no I don’t play slots or any other online game – apart from Candy crush!!! But I would happily win a one million Euro Jackpot! and if I did, I guess, I would change my wardrobe, go for a nice long holiday and invest what is left in a promising technology startup company. In the last 5 years at MyAffiliates I have been trusted to grow the company, and I would love to have the opportunity to do this for my own,as I don’t think there is better satisfaction than being part of the growth of a successful business. But since this is unlikely to happen, as I do not play online, I will continue doing what I love doing, which is contributing to the best I can in the growth and success of MyAffiliates!
Clemence Dujardin, who works as General Manager, joined MyAffiliates in 2012 after spending some years working in different sectors of the industry from affiliate management to affiliate software technology companies. Clemence has been actively part of the Igaming industry over the years and was one of the Jury Panel for the IGB awards in 2016 and 2017, judging for various categories related to her experience. Clemence is currently located in Malta and is responsible for the operations side of the business including marketing, sales, and business development.
Have you attended SiGMA last year? Relive the highlights from our last show and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.