Affiliate Manager Interview Series - Helen Reginia

**GPWA Daniel** · 19 July 2023, 9:03 am

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(This interview was originally published in the July 2023 issue of the GPWA Times Magazine.)

Please tell us a little bit about yourself. Where are you from and where did you grow up? Where do you live today?
I was born in Ukraine where I spent my childhood and attended school and university. I specialized in International Economics, which I obtained in 2014. Since then, I have lived in several different places, and currently, I am residing in Cyprus as of 2021.

When and how did you get your start in the industry and did you always want to work in iGaming?
I began my career in the industry as an affiliate manager in 2017, working in English customer support. After two months, I joined 7StarsPartners Affiliate Program as a junior affiliate manager in the marketing department. From there, I learned everything from scratch and gradually developed the program, working with some of the biggest players in the industry.

Interestingly, I had never considered a career in iGaming before, as my previous jobs were in banking and non-profit organizations that focused on supporting small and medium businesses and startups by finding investments. However, my experience in those roles equipped me with excellent outreach and analytical skills that have proven to be valuable in my work in the iGaming industry.

In 2021, you made the shortlist for the iGB Affiliate Awards "Best Affiliate Manager" while at 7StarsPartners. Why do you think you were honored in such a way and what did that mean to you?
Being shortlisted for the iGB Affiliate Awards "Best Affiliate Manager" in 2021 was a tremendous honor, and it was an incredible feeling to be recognized by such a prestigious organization in the iGaming industry.

I believe that I was nominated for this award because of my dedication and hard work in building successful relationships with affiliates, and my commitment to providing outstanding support and service to our partners. I have always prioritized building strong, trust-based relationships with our affiliates, which I believe is crucial in this industry. By being responsive, communicative, and transparent, I have been able to develop a network of loyal partners who are invested in our success.

Moreover, I am always eager to learn and improve. I have a passion for the industry and I am constantly staying up-to-date with the latest trends and best practices. This helps me to identify new opportunities and come up with innovative solutions that can benefit our affiliates and partners.

Overall, being shortlisted for the iGB Affiliate Awards "Best Affiliate Manager" was a fantastic recognition of my work, and it has inspired me to continue striving for excellence in my role.

What does your typical day at work look like?
A typical day at work for me involves a variety of tasks and responsibilities. I start by checking our affiliate statistics and general performance, making sure that our current activity aligns with our KPIs for the month and quarter. This helps me identify areas where we may need to adjust our strategy, and to ensure that we're on track to meet our goals.

In addition, I spend a significant portion of my day working with our affiliates, focusing on upselling and negotiating new deals. This involves reaching out to our partners and identifying new opportunities for collaboration that can benefit both our company and the affiliate.

Another important aspect of my role is identifying and dealing with fraudulent affiliates. I work closely with our compliance team to monitor our network and ensure that all affiliates are adhering to our standards and guidelines.

Finally, a large part of my day is spent assisting my colleagues with various questions and resolving any conflicts that may arise. I strive to maintain open communication with my team and be a helpful resource for anyone who needs it.

Overall, my typical day at work is busy and varied, but it's also very rewarding. I enjoy the challenge of working in this fast-paced industry and collaborating with our partners to achieve success.

What else do you like about your role as Head of Affiliates?
As Head of Affiliates, there are many aspects of my role that I enjoy, but I would say that the thing I like most is being able to share my knowledge and expertise with my younger colleagues.

One of the things that I find particularly rewarding is helping my team members to grow both professionally and personally. I take pride in being able to provide them with the guidance and support they need to reach their targets and excel in their roles. Seeing my colleagues succeed and thrive financially is a great source of joy for me.

Moreover, my role as Head of Affiliates also allows me to have a direct connection with business owners, which means that I can share my attitude toward different problems and receive fast solutions to them. This direct line of communication helps me to be more effective in my role and to make a real difference for our company and affiliates.

Overall, I find my role as Head of Affiliates to be incredibly fulfilling and rewarding. Being able to help others grow and succeed is one of the things that I enjoy most about my job, and I feel lucky to be in a position where I can make a positive impact on the lives and careers of my colleagues.

What do you know now about the iGaming affiliate industry that you wish you knew five years ago?
Looking back five years ago, there are definitely things about the iGaming affiliate industry that I wish I had known then that I know now.

One of the biggest changes that I have seen in the industry is the increased level of regulation. Each year, new regulations are implemented in different countries, making it increasingly difficult to run a profitable affiliate business. As a result, it is more important than ever to stay on top of regulatory changes and ensure that our business is compliant with local laws and regulations.
Another thing that has changed significantly over the past few years is the role of social media in the affiliate industry. Social media traffic has become a crucial part of our overall traffic strategy, and we have had to adapt our approach to take advantage of this trend. For example, we have seen streamers move from platforms like Twitch and YouTube to new platforms like Kick.

Finally, I have also noticed a significant shift in the payment processing industry. More and more payment service providers are requiring local licenses in the countries where they operate, making it more difficult for affiliates to find suitable payment options. However, as a team of professionals, we always strive to find ways to run profitable deals while staying compliant with local laws and regulations.

Overall, I believe that the iGaming affiliate industry is constantly evolving, and there will always be new challenges and opportunities to navigate. However, by staying informed and adaptable, we can continue to thrive in this exciting and dynamic industry.

Please tell us about MioMedia’s Neon54 and SlotsPalace brands. What does MioMedia do to help affiliates attract and retain players?
MioMedia is a company that operates two online casino brands, Neon54 and SlotsPalace. Neon54 is a relatively new brand that was launched in 2021, while SlotsPalace has been around since 2020. Both brands offer a wide range of casino games, including slots, table games, and live dealer games, and they are available in multiple languages and currencies.

MioMedia works with affiliate partners to attract and retain players for their online casinos. They offer a variety of marketing tools and resources to help affiliates promote their brands effectively. For instance, they provide affiliates with a range of banners and other promotional materials that they can use to drive traffic to the casinos. They also offer real-time tracking and reporting tools, which allow affiliates to monitor their campaigns' performance and optimize their strategies accordingly.

Moreover, MioMedia runs a comprehensive affiliate program that offers competitive commission rates, timely payments, and personalized support to affiliates. They also provide affiliates with access to a range of analytical and marketing tools, as well as exclusive promotions and bonuses to encourage player retention.

Overall, MioMedia is committed to building strong relationships with their affiliates and helping them succeed in promoting their online casino brands. They focus on providing high-quality, user-friendly gaming experiences and reliable customer support to ensure players' satisfaction and retention.

What are some keys to a beneficial working relationship between an affiliate manager and an affiliate?
Effective communication is crucial in building a strong relationship between an affiliate manager and an affiliate. They should maintain open and clear communication channels, including regular updates, feedback, and discussions about the affiliate's needs, preferences, and performance.

Trust and transparency are essential to building a successful partnership. Affiliate managers should be transparent about the affiliate program's terms and conditions, commission structures, and payment schedules. They should also be trustworthy in dealing with affiliates' concerns and inquiries.

Overall, a beneficial working relationship between an affiliate manager and an affiliate requires open communication, trust, transparency, support, flexibility, adaptability, and regular feedback and evaluation.

Do you gamble at land-based casinos or online? If so, what are your favorite games to play?
I've tried playing live casino games, namely blackjack, several times, and it was a very fun experience. As for online casinos, I have only tried them with the purpose of testing our competitors to see what they offer that we do not. I don't have any specific slots that are my favorite, but I find live casino games, such as roulette and blackjack, more interesting.

What are your hobbies? What are you doing when you aren't working?
I like to walk a lot near the sea and to go jogging. Recently, I bought a treadmill and am trying to incorporate more physical activity into my life. As a working mom, it can be challenging for me to find a balance between work and family, but I'm doing my best. In the evenings, I spend time with my son and try to meet up with friends. On the weekends, I prefer to spend time outdoors, near the sea, and enjoy swimming.

When you were growing up, what profession did you dream about getting into?
When I was growing up, my first dream was to become a singer because I love singing and have a natural talent for it. Later on, I became interested in working as a diplomat in Foreign Affairs and representing my country on the international stage. Although I am not in that profession now, I do work in international business and represent my company in global markets. I am fortunate to have many opportunities to travel, which is something I really enjoy.

What’s your favorite TV show of all time?
I don't have just one favorite show since I enjoy watching both movies and TV shows. Some of my favorites include The Big Bang Theory, Friends, and Sherlock.

If someone from out of town came to visit you for 24 hours, where would you take them and why?
If someone from out of town came to visit me for 24 hours, I would take them to explore the authentic local villages nestled in the mountains, where they could taste traditional Greek cuisine at local tavernas. We would also take in the breathtaking views of the sea, as the waters in Cyprus are some of the cleanest in the European Union.

Additionally, Limassol has recently seen a surge of delicious and trendy dining options, so we could spend some time trying out both local and international cuisine in these new and exciting places.

If you could have dinner with five people, living or deceased, who would they be?
I would choose Nelson Mandela, Malala Yousafzai, Mahatma Gandhi, Ruth Bader Ginsburg, and Susan B. Anthony.

All of these individuals have made significant contributions to humanity through their activism, leadership, and advocacy for justice and equality. Nelson Mandela fought against apartheid in South Africa, Malala Yousafzai advocates for girls' education around the world, Mahatma Gandhi led India's non-violent independence movement, Ruth Bader Ginsburg was a pioneering advocate for women's rights in the United States, and Susan B. Anthony was a prominent suffragist who fought for women's right to vote.

I would love to have the opportunity to listen to their stories, learn from their experiences, and gain insight into their perspectives on how to make the world a better place for everyone.

Name three things that people reading this magazine don’t know about you.

I have lived in three different countries throughout my life.
I strongly believe that the people around us have a significant impact on our lives and lifestyle, so I always try to surround myself with people from whom I can learn.
My biggest dream is to travel to far-off countries like Australia or Japan.

**edgarf76** · 19 July 2023, 12:49 pm

Great Interview

**CasinosBroker** · 20 July 2023, 12:25 am

Great read & interview!

Thanks!

**onlinebetdotcom** · 20 July 2023, 3:01 pm

Just had someone show the backend and this looks like the future.

**drifter8** · 21 July 2023, 1:36 am

Great read and amazing interview. Thanks

**Pokerface** · 22 July 2023, 8:02 am

Excellent interview! It has always been a pleasure working with Helen when she was at 7StarsPartners and looking forward to again working with her at MioMedia.

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