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Affiliate Services: Optimal Promotion Tool for Gaming Sites

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This approach is considered the most efficient one for attracting new customers to the entertainment field. It has already overtaken traditional methods of promotion (SEO, PPC, print advertising, and others) and has confidently taken a leading position in the gambling business promotion segment. Why did this happen?

Affiliate marketing in gambling: basic info

Read about the strengths of working with affiliates in the article from Rosloto. Order an online casino from our team.

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Who Is Engaged in the Process?

Such cooperation is carried out between gambling business owners (advertisers), on the one hand, and affiliates, on the other. The operators need high-quality promotion of their online casinos, while the partners are ready to do this work for a particular material compensation.

Different entities can act as affiliates:

  1. Successful players (current and former). Sometimes they maintain personal blogs or engage in live streaming, sharing their accumulated experience and the pitfalls of making money in digital casinos with the audience.
  2. Owners or managers of iGaming platforms. These are people who know all the ins and outs of the industry.
  3. YouTube projects, traffic forums, online magazines, and other web platforms that publish relevant content about the iGaming industry. These are news from the world of gambling, detailed analytics, success stories, top lists of the best online casinos, etc.
  4. Other webmasters, for example, target specialists or arbitrators who are involved in traffic settings.
  5. Affiliate networks. These services combine several partner programs on one resource. They act as a connecting element between the customer of services (an online casino) and the final contractor (for example, a webmaster).

Cooperation with a network allows a businessman to choose the best channels to attract the audience. The benefit for the webmaster is the opportunity to monetise traffic consistently.

It is difficult to get into a good affiliate network for a novice partner. As a rule, managers find the desired operators themselves. For its intermediary services, a resource takes a commission fee — 10–45% of a partner’s reward.

In general, all affiliates are united by two specific parameters. Firstly, this is deep knowledge and practical experience in the gaming field, and secondly, high demand for their sites and a large coverage of the target audience.

Promotion Techniques

Casino marketing with affiliates: techniques

Partners provide sufficient referral traffic to a customer's site by placing advertising materials on their internet resources. These can be active links, banners, contextual ads, text and video materials. Many webmasters post content provided by the customer. Some affiliates publish original materials with links to certain casinos.

This promotion method guarantees a stable influx of the target audience with a high percentage of transferring money to a deposit. Thanks to this, online casinos are visited by really interested players who are ready to make the first transactions immediately.

Cooperation Schemes

Casino affiliate marketing: cooperation schemes

Affiliates get rewards for bringing traffic to each specific online casino. Various options for cooperation between a partner and an advertiser are possible.

  1. The Revenue Share scheme is the most common one among affiliates. It allows them to count on stable earnings in the long term. For online casinos, this approach is beneficial too. Partners attract more promising players, who bring bigger profits in the long run.
  2. The CPA scheme (cost per action) is interesting for both partners and online casinos because it allows them to get good money in a short time. Many American companies, for example, pay $50 for each registered player. A simple click on a link costs $0.25 (according to affiliatevalley.com).

The Advantages of Partner Services for Online Casinos

The popularity of such cooperation is caused due to the following reasons:

  1. Target spending. Even if an affiliate’s percentage is quite high, the profit from a client attracted by the partner is several times greater. Fees are always based on results, which ensures a good return on investment.
  2. Measurable results. The use of affiliate programs allows operators to accurately calculate the payback and the resources spent (both time and monetary).
  3. Wide coverage of the territory due to the accumulated client base of affiliates.
  4. Brand promotion. When promoting their casinos on leading gambling sites, customers increase traffic and also raise the recognition of their brands.

Consider a brief overview of three business cases previously published on the American site affiliatevalley.com.

The average return on investment in partner marketing in the example of online casinos:

Customer/country

Affiliate

Traffic delivery period

Amount spent, $

Sum received, $

Profit, $

Average ROI, %

[WAP + WEB] Wizard / Italy

IT SOI Sign

11.05.2018 — 27.05.2018

1818,6

3700,2

1881,6

107,5

Vulcan Casino / Eastern Europe

3snet

19.01.2019 — 20.01.2019

290,0

1170,0

880,0

303,0

Platinum Volcano / the USA

Gambling.pro

22.02.2019 — 28.02.2019

1850,0

3245,0

1395,0

75,0

The table demonstrates the simplest way to calculate the return on investment in affiliate marketing using the ROI index as an example. As you can see, in two cases out of three, the funds spent on an affiliate pay off in up to two weeks.

In the first case, the customer received a profit of $1,881.6. This sum covers the investment by 107.5%. The second option is ideal for a client in terms of profitability. Here, the profit exceeded the costs by more than 3 times. The case number 3 illustrates that spent investments do not always pay off in the short term. However, when increasing the traffic delivery period, the ROI will exceed 100%.

When analysing the data in the table, one can see a certain pattern between the customer country and the resulting ROI index. Italy, like most European countries, is loyal to online casinos. This provides not too big but always stable income from affiliate marketing.

The phenomenon of Eastern Europe lies not so much in the loyalty to the gambling business but in a relatively small fee for affiliate services. The American iGaming market is characterised by tough competition and the high cost of partner services. Therefore, to make money, you should stand out. Use non-standard solutions and take a comprehensive approach to casino promotion.

If considering affiliate marketing from the point of view of advertising in a particular country, a lot depends on the region:

  1. Gambling is prohibited in Arab countries and China at the legislative level. The purchase of traffic here does not make sense.
  2. It is also not worth investing in affiliate promotion in Africa. Low incomes of the population do not allow entrepreneurs to attract new customers and make money.
  3. As for Eastern Europe, the low solvency is compensated by loyal legislation for online casinos here. Therefore, this is a promising market, especially if using promotion tools correctly.

Where to Find Professional Affiliates?

Casino affiliates: search channels

You should understand some nuances regarding the iGaming industry first. Practice shows that the best affiliates work on gambling sites.

It is also worth attending special forums, exhibitions, and conferences dedicated to the iGaming field. Affiliates are often the participants and speakers of such events. They share their practical experience, modern methods of promotion, news in the legislative framework of specific countries, etc.

Newcomers to the gaming market can turn to affiliate networks. Here, managers will select professional partners for them. However, the cost of such services is more expensive compared to direct contact with a webmaster.

It is enough for an advertiser to publish an offer on an affiliate service. The minimum set of information in the post should include the country for launching the campaign, the desired time frame for the project, and the optimal amount of reward.

How to find a good affiliate network? Choose the one cooperating with many different casinos. This means that partners have an impressive client base and they know exactly how to promote iGaming projects properly.

A Few Words about the Software

Efficient marketing is impossible without high-quality program products. At the same time, a customer can buy ready-made software or order custom solutions. The second option is beneficial because it considers the individual characteristics of a particular online casino. As for the purchase of ready-made software, this option is cheaper.

Many manufacturers, for example, the provider Rosloto, offer a typical program configuration with the opportunity to customise certain parameters and features to meet customers’ requirements.

One-click purchase!

Good software has a clear and uncluttered interface. Such programs should be integrated with popular payment systems and updated regularly. Technical support is also important. As a rule, it is provided by developers.

The Main Things about Cooperation with Affiliates

Partner marketing is an efficient and progressive method of online casino promotion. It allows both webmasters and gaming clubs to earn good money.

  • The correct approach to affiliate marketing provides a 100% return on investment in the first months of promotion.
  • Other benefits are the popularisation of a brand and the improvement of an online casino’s business image.
  • Partners work both individually and as part of affiliate networks.

You can order high-quality promotion services for iGaming projects at Rosloto. Our marketers know the intricacies of working with various audiences in different regions.

Besides advertising services, the team offers a wide range of entertainment, payment, administrative, and security software.

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Clara Hazel
Author: Clara Hazel
iGaming business expert
11.10.2022
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