Q&A: BUYAPOWA
CIO: Your interface seems beautiful and functional and very smart… why do you think so many affiliate programs have taken so long to get this side of things right? GL: Again, I would point out that Buyapowa is not an affiliate programme. But while an attractive interface is important, we agree that the proposition needs to be easy to grasp, the tools easy to use and intuitive and be capable of working across desktop, laptop and mobile. If we speak about affiliate programmes, I think
referrals. Our clients decide the conditions that need to be met to earn a referral reward and these are communicated on the website, in the terms and conditions and repeated in e-mail communications to participants. Provided that the terms of the offer are clear, we do not think this creates any cynicism. A key feature of the Buyapowa platform is that the rewards are designed to encourage participants to refer again and again and refer ‘one to many’. This would not be possible if there were onerous conditions around the reward. I would also mention that a key element is to
ensure that the rewards are appropriate to the action requested and not so generous so as to attract parasitical behaviour from ‘compers’ who just want to win prizes. Fun88 has taken care to ensure that the prizes are suitable for genuine customers such as free stakes and free spins.
CIO: Do you feel that the appearance of
Facebook adverts dilutes the effect of genuine people posting their own offers? GL: Fun88 has seen huge levels of sharing across
many social networks, not just Facebook. While Fun88 is able to decide the sharing image
and some descriptive text for posts, Facebook does not allow an advertiser to stipulate the actual text a member posts. While it is obvious that an eye-catching image will get more attention, the important thing is that Buyapowa’s platform allows clients like Fun88 to test almost every element of their referral programme, so they don’t need to guess what sharing posts will work best as they can test and learn.
perhaps the answer is that too many are built on guesswork and not using a proper test and learn mentality.
CIO: In your experience, do people have enough friends to really get very far up the leaderboards, or is there a specific type of person you’re looking to snag? GL: Buyapowa has been
built to appeal to every type of potential referrer and, while it is important to identify and challenge star referrers using gamification and leaderboards, tiered rewards and communal targets mean every participant can win valuable rewards by referring as many people as they are able. Another key factor is to have clear start and end dates so people feel that they can work towards an achievable reward target.
CIO: Where do you expect affiliate systems to go
over the next 12-18 months? GL: I think that many leading gaming brands like
Fun88 are already realising that they will get better customers at a much lower CPA from customer referrals than from affiliates, banners or paid search. This has the potential to be a game changer, as while few gaming brands can compete with the strength of affiliates in natural or paid search, they do have their clients and their clients each have hundreds of friends and contacts that they can recommend. I can imagine that the larger affiliates that have
their own brands and customers will themselves look to invest in referral marketing but for smaller affiliates that just pass expensive traffic to gaming brands may find themselves squeezed.
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