Operators can use several promotional tools but today we are going to talk about the most effective one.
Almost every modern successful enterprise has its affiliate program. According to reports from the Hosting Tribunal, about 10% of all revenue in the eCommerce niche is accounted for by partner networks. In the US, this figure is even higher — from 15%.
It is a flexible advertising tool that provides fast traffic monetisation, high participation rates of the target audience, and constant stimulation of sales.
It is a mutually beneficial way of cooperation between a businessman and a webmaster who distributes advertising materials on external resources. Moreover, in the gambling niche, it often happens that affiliates are casino visitors who have vast experience in the industry.
The operation principle of such programs
The advertiser (owner of a gaming site) must provide the publisher with advertising materials. Thus, when working with major brands, businessmen get the ability to generate marketing offers using internal services.
As promotional materials, it is possible to use the following options:
Entrepreneurs are responsible only for the quality of advertising, and the publication and promotion of their products are carried out by the members of the partner network.
Owners of gaming sites do not control the actions of affiliates and can only set the basic parameters of promotion: frequency of displays, time of advertising broadcasts, ways of interacting with a potential audience, etc.
Depending on the purpose of the advertisement, a potential client takes the given action: registers on the website, deposits funds, participates in a specific event, etc.
Cooperation with partners is beneficial to both parties:
In the light of the COVID pandemic and the tightening of promotion rules of gaming sites in different countries, affiliate marketing has turned into one of the few advertising tools with positive growth dynamics.
According to statistics provided by Hosting Tribunal, in 2019, the niche was estimated at 12 billion dollars. By the end of 2021, the industry's performance has reached 13–16 billion dollars.
The number of search requests for “affiliate marketing” has also increased significantly. According to Google Trends, the topical search has increased from 25th place to the 88th position over the past year.
All modern programs are built on the basis of the same principle. The only differences lie in the set of actions of a potential client who has viewed the advertising material and the ways of paying publishers.
Classification of partner networks by the method of payment for traffic:
The most popular type of cooperation that provides entrepreneurs with an influx of a loyal audience that prefers casino games for real money.
Members of the network are interested in attracting active gamblers since they receive financial rewards only after they perform the following actions:
The program includes a one-time reward for each active action, so the system provides a high speed of investment turnover.
It is the second most popular type of cooperation when the affiliate receives a reward from each lost bet of the attracted user.
New gamblers are assigned to the publisher for life and bring him income during the entire period of their activity.
It is always beneficial for partners to attract loyal customers: the more time users spend on the website and the more often they return, the higher is the reward for such customers.
The program includes a fixed one-time payment for a certain action of new casino visitors. In most cases, the arbitrator receives a reward after clients complete the registration procedure.
This option is often used by those operators who launch their networks and want to expand them in different markets as quickly as possible.
In this case, partners get paid simply for the publication of advertising materials and clicks on them. No other actions of potential customers are taken into account.
This is one of the first formats of partnership programs, which has practically lost its effectiveness over time.
A new step of popularisation of the scheme began in 2019–2020 when streamers and bloggers were actively involved in the promotion of gambling products.
This scheme is used by operators not to attract new traffic but to promote the brand on the best streaming channels.
Combined reward program with a wide selection of templates for personalisation.
Operators can set different parameters of targeted traffic (age, geolocation, social status, etc.) and combine the following payment options:
The hybrid payment scheme allows you to achieve several goals at once: ensure a quick investment turnover of the enterprise, make the brand more recognizable, and increase the indicators of customer lifetime value.
The promotion does not tolerate stability and needs constant experimentation. Moreover, in this process, it is important to take into account not only the latest trends but also how popular they are with the audience.
According to the HootSuite Social Trends 2021 report, investment in social media has significantly grown this year:
The pandemic has had a significant impact on the behaviour of customers. Promotion on social networks has become one of the most convenient ways to study new preferences of users and promptly respond to their needs.
Other trends in the field of affiliate marketing in 2022:
As the results of the research undertaken by Epsilon show, 80% of the audience will buy products if the supplier is ready to make a personalised offer.
Personalisation is one of the main ways to attract new loyal customers and increase lifetime value indicators. For this purpose, entrepreneurs may use:
Today, it is extremely popular to cooperate with influencers: bloggers, streamers, and users of social networks with many loyal followers. Such people have a serious prestige and can directly affect the opinion of a large number of people.
An interesting trend in 2022 is the decision to focus on “micro-influential people”. These are the owners of video channels and blogs with an audience of up to 10 thousand people. They have less reach than influencers but they are more involved in their niche and credible.
Working with such a category of people will give casino operators a significant advantage in establishing and maintaining close and open relationships with their target audience.
The most popular form of communication in the coming years is mobile messengers with their intuitive interfaces and excellent functionality.
About 58.2% of all traffic is accounted for by mobile casino visitors.
Partner promotion of gambling products within mobile platforms will allow operators to:
Salma Jafri, the video advertisement expert, says:
As YouTube attracts more and more niche businesses, it becomes more person-centred.
The massive increase in demand for video advertisements is one of the most interesting marketing trends of 2022. Changes in customer behaviour have led to the huge popularity of video content. Moreover, casino operators are not limited in their choice of promotion tools in this niche. Their list includes:
Excellent addition to video advertising will be feedback from the audience in the form of surveys and quizzes. The implementation of such solutions will help entrepreneurs not only to more fully assess the user reaction to the offered options but also to determine whether the change in their behaviour is temporary or permanent.
Even if the affiliates bring stable traffic to the gaming site, casino owners must turn each new visitor into a loyal customer. This task can be performed by the following optimisation programs:
Such a type of advertising maximises positive impact. The audience does not consider it direct advertising, and that is why it does not cause rejection and negative reactions.
This promotion format is most often found on streaming platforms. For example, the host talks about his experience of playing a particular slot, receiving cashbacks, etc.
At the same time, the advertising fully corresponds to the theme of the video and was created in order to provoke a positive reaction and arouse the interest of the audience.
Often, native advertising is complemented by other offers:
We offer such products of the new generation as:
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