SPONSORED EDITORIAL
EGA GROUP
AFFILIATE FOCUS
We built this city...
With 2013 holding exciting times for the affiliate space, eGaming Review talked to John Bridge – or Jonny ‘London’ Bridge as he’s known – of EGA Group to ?nd out more about his new portal; AFFiLiCiTY
As the egaming industry has developed, the affiliate space has experienced a rapid growth as operators have come to understand the invaluable merits of affiliate marketing. But with growth comes challenges as affiliates and programme managers are ?nding themselves in the midst of an increasingly crowded and competitive space. To help strengthen the affiliate community in its time of need, the EGA Group has developed a comprehensive solution; AFFiLiCiTY. To ?nd out more, eGaming Review sat down with the ‘Mayor’ of AFFiLiCiTY, EGA Group managing director Jonny “London” Bridge. eGaming Review (eGR): First off, what is AFFiLiCiTY? Jonny 'London' Bridge (JB): AFFiLiCiTY is a brand new and unique community and resource for affiliates and programme managers within the gaming affiliate sector. While we have incorporated a number of features that affiliates and programme managers would expect to see (such as a community forum, latest news and programme reviews), we are able to offer so much more. Every day at AFFiLiCiTY is like an affiliate conference, where our members can chat live with programme managers, negotiate deals, and even register for multiple programmes through one simple process called EasyReg. Combine this with our weekly TV show, other video segments, competitions, and a host of other great features and functionality, and AFFiLiCiTY is a fun and entertaining way for industry participants to stay informed and communicate with each other. eGR: How did AFFiLiCiTY come about and what was involved in its development? JB: The initial concept of AFFiLiCiTY was actually suggested to me in the back of a taxi on the way to ICE in 2012. We were actually discussing content for a TV network we are developing for the gaming sector, and I was advised to take a look at producing something in the affiliate space. I therefore decided to explore the affiliate arena further, and after attending LAC and the iGaming Supershow in Dublin, we identi?ed the opportunity for AFFiLiCiTY and went to work. Since then we have been working closely with a number of prominent affiliates and programme managers on the development of AFFiLiCiTY, and to be completely honest, even I am staggered as to how the brand and product offerings have evolved in such a short period of time.
AFFiLiCiTY is a fun and entertaining way for industry participants to stay informed and communicate with each other
eGR: How is AFFiLiCiTY different to the other communities that are out there? JB: Needless to say, there are a number of great resources out there for the affiliate community, with GPWA, CAP and the like. We just felt that there was an opportunity to create a one-stop solution, not only for affiliates but also for programme managers. In fact, it has become clear to us now that the greater demand for our product offerings is on the programme manager side of the fence. I think the comprehensive array of resources and features within AFFiLiCiTY, many of which are industry ?rsts, combined with the rich media content and the entertainment factor, is what truly sets us apart from other communities. Obviously people are going to make the comparison between
John Bridge, managing director, is a former futures and commodities trader who turned his attention to the gaming industry in 2000 with the introduction of sports betting exchanges. In 2011, John teamed up with the EGA Group to produce a number of solutions for the online gaming industry.
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