Casino International Feature: Don't call me 'affiliate'

There is a world of difference between an affiliate program and an enterprise level referral marketing platform....Buyapowa's CEO Gideon Lask is interviewed by Casino International.

Casino International Online: Tell us a little about Buyapowa. What is the company's core mission? What's Buyapowa's history, where did you come from?

Gideon Lask: Buyapowa is Europe's leading referral marketing platform and is turbo-charging Refer-a-Friend acquisition for leading brands and retailers including Fun88, Ocado, O2, L'Oréal and the Guardian.

Our mission is to enable and empower all the customers of our clients to refer their friends, family and colleagues across all channels. We have been powering referral marketing for over 100 or the World's leading brands and retailers for over four years.

Buyapowa was founded by myself, having previously been CEO at Letsbuyit.com, MD at HMV.com and I built Universal Music's retail business.

CIO: With - for example - Fun88's use of Buyapowa, what would you say are the advantages and disadvantages of locking an affiliate program to just existing players/members? Why wouldn't you want anyone to be able to push others to the site?

GL: Firstly, we would point out that Buyapowa is not an affiliate program but an


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