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How are any of those different than say, some guy who slaps a bunch of banners up on a website and pays someone to write some poker room reviews? Why is there no outcry from the affiliate community about the bonus code and room review sites that far outnumber rakeback sites?
Or where do you draw the line with incentives? Are they not also other ways of returning cash to players that is not part of the centralized system where all affiliates are on a level playing field.
I think their service has a wonderful retention model. It works for them and it brings in players with good value.
But at the same time, it goes to show that one affiliate model does not fit all. The problem with rakeback today is that both affiliates and many poker rooms are slow to realize that players are demanding something better.
The way to fix the problem, both in churning players on network sites as well as rakeback in general, is to slowly offer the player a percentage of his rakeback over time.
This rewards player loyalty because they have to earn their rakeback via longterm loyalty and the affiliate is paid a percentage long enough that he can recoup his costs plus some profit.
At the same time affiliate managers should start weeding out the truly cannibalistic affiliates. We always try to work for the longer term anyway, so even if you have a CPA deal we always try and make sure that there's strong value in those players.
The poker industry is small so we want to make sure that long term we have a good reputation within the industry. The growth of influence that you mention is not really much to do with us, it's more to do with the competitive landscape in the poker industry.
You can see that the distance in product quality and liquidity between the top operators like PokerStars and everybody else is very big.
As a result of that, our commissions have increased but it's not because of our status as our position hasn't changed that much in the last few years.
Rather, it's the polarisation of the poker markets that drives those kind of deal structures. Are you not tempted to use your six-million-strong membership to create a poker room of your own?
This is a question that we're asked every couple of weeks and the answer is actually no. Our strength is in building a poker community and educating people about poker and how to play poker.
Becoming an operator is a huge operational hurdle that would drastically change our business model. We work on a non-exclusive basis with multiple poker rooms and we provide choice to customers.
On top of that, I think that now in the current market environment launching your own operator is not the wisest thing to do. Already a subscriber?
Not a subscriber yet? Hellmuth is still the biggest name in televised poker and answered all his critics last year winning two bracelets.
Is he really ahead of those guys? Quite simply, if you want something known in poker, you want Kevmath to tweet it and you post a thread on TwoPlusTwo.
More so, no poker venture gets shot down and destroyed more quickly, no famous poker pro gets shamed more sooner, no scandal breaks faster than when it is on TwoPlusTwo.
In my personal day to day experience, these two people probably have more influence between the media and players than most of the rest of the list combined.
The poker media itself has become the centre of a scandal this week, as industry news website iGaming Post was outed for blatantly plagiarising the work of others.
I noticed this myself a few weeks ago when PokerFuse pointed out on Twitter one of their stories had been lifted by iGaming Post and passed off as their own, and yesterday a blog post from 4Flush.
A twoplustwo thread and multiple tweets have since been posted outing the website, yet amazingly not only have they not responded to any of them, they even continued to post another news article written elsewhere as their own today.
I have been the victim of plagiarism myself multiple times, and also recently discovered that my book with Jared Tendler had been translated and distributed in another language without our permission.
In the online age, the most striking thing for me has always been how on earth these people think they can get away with it. I have a suspicion that the iGaming Post website is treated more as a token website with which to give some leverage to their awards ceremony and other ventures, rather than using it as an acquisition tool in itself.
Most importantly, it is very important to give proper citations where appropriate. You avoid a backlash like the one iGaming Post faces right now for a start, it also makes you look more professional and trustworthy to your readers, and I am sure in most cases the original sources are highly appreciative of the back links to their sites.
At the end of the day, it took us almost five years. Basically, we recruit from within our community. We have more than 5. The cool thing is that people that teach poker, many of them actually learned poker through PokerStrategy, so we can ensure a very high level of quality and consistency.
Finding freelancers is maybe not that hard. Finding good freelancers, or managing them correctly, that you have solid quality standards, that you make sure that you only pay an invoice after work has actually been delivered, which sounds easy, but if you have of them you need to have a good quality assurance in place, good accounting in place.
Those kinds of things are what we have learned and perfected over the years. The main source of recruitment is clearly our community.
What are the different business models that Poker Strategy employ to generate revenue? Dominik : Well, the key business model has really always been the same.
Once they have learned how to play, there are two ways that they can play poker for real money. One is that they deposit money straight away or the other option is that they take one of our free money offers, which is the promotion that we have been running for almost five years.
Or, through another micro bankroll that a few poker rooms give out for themselves. Once they have money on the site, either by making a deposit or getting the free money offer, and they start playing, as an affiliate, we earn a revenue share or CPA revenue.
It is really our goal to make them enjoy poker as much as possible and teach them how to play. Then, of course, many players will be able to become sustainable poker players or even winning players.
They might still enjoy the game and play for fun, even over a longer period of time. Our customers really like it because our interest is clearly aligned with them.
That has been working quite well. In terms of business models, revenue share is obviously a main component. Do you do CPA hybrid deals, just in terms of your actual commercials that you cut with various operators?
Dominik : It really depends. Our view is always, if we work with the poker room, to treat a CPA player exactly the same as we treat a revenue share player.
We would never discriminate against customers because one customer might be CPA and the other might be revenue share. For us, we treat it very agnostically.
It really mostly depends on the preferences of the operators. If they prefer revenue share, we can do revenue share.
We really see it as the same thing, ultimately. In the long-term, it really is. Warren : In terms of traffic, how many page views does PokerStrategy receive on a monthly basis?
Dominik : Let me quickly double-check. On a monthly basis, we have about 90 million page views. Over the last year, it was in total 1.
Warren : Without giving any specifics, what are the major markets that comprise of that 90 million? Dominik : Well, our strongest market is the Russian-speaking countries.
That followed by the German-speaking countries. Then, you would have Spanish, French-speaking countries, Italy of course, all the regulated markets are also strong.
Then, it kind of diversifies. In total, I would say we have managed to become quite successful in pretty much all of the languages that we offer.
Our share of page views is almost getting a strong focus on the Russian market because there we are very successful.
It just shows that our business model really works in different markets and different regions. Many affiliates look at only first-time monthly depositors.
I know that your business is a little bit different. Can you tell our audience a little bit about the difference between the two and why looking at real money players is important for your business?
Just a little bit of insight. Is that true? Dominik : Yeah, of course. This list tried to name the people from different aspects of the industry.
Clearly, some other pros, like Phil Ivey or Patrik Antonius would also find their place here, for similar reasons like Tom Dwan.
There are also some other poker CEOs as well as political figures whose contributions to the industry are not negligible. It is, however, nearly impossible to mention all these people in a single article.
This selection, while somewhat subjective, represents a list of names that had a lasting influence, both positive and negative, on the online poker industry.