The rapid development of digital technologies is giving gambling platforms’ owners new and more efficient ways to get online traffic. Modern operators have practically ceased to attract an audience on their own, shifting this task to partner networks and affiliates.
Affiliate services are a special format of marketing cooperation between an owner of a gaming project and a webmaster.
The scheme of working with a gambling affiliate program
The selection of a partner
A casino owner chooses the optimal cooperation model and forms a package of advertising materials.
After registering in the system, the operator sends marketing proposals to the desired partner
The attraction of online traffic
An affiliate publishes the materials provided on his or her site. Besides, the partner is engaged in attracting active users. He or she arouses customers’ interest, motivates them to take a particular action, and creates a comfortable environment for communication
A potential client sees the ad and takes the action the advertiser needs (follows a link, registers on a gaming site, makes a deposit, etc.)
The accrual of commissions
An operator of a gaming platform pays monetary rewards to its partners for the traffic received.
Affiliates are also interested in attracting active gamblers since the sum of fees depends on the volume and quality of online traffic
The total turnover of the gambling industry in 2020 reached $2.262 trillion. The net revenues of gambling operators amounted to about $400 billion. More than $65 billion came from the online sector. At the same time, almost all traffic comes from affiliate networks.
Casino affiliate programs have been actively used by regional and international operators since 2014.
Here are the sums of average checks relevant for operators using casino affiliate programs in 2022:
Affiliate services are divided into several types, depending on the proposed payment system.
In 2022, the following models are considered the best ones in the gambling market:
Besides the above-described models, the following types of affiliate programs are often used in the market:
The best casino affiliates offer their customers a huge selection of marketing tools. The most popular of options are:
Affiliate networks are actively integrating new marketing programs, continuing to work with classic arbitrage formats.
According to statistics from Pin-UP Partners, more than 90% of traffic falls on the mobile segment in 2022. Therefore, the following sources bring the highest conversion:
Despite strict limits on running gambling projects and a ban on the promotion of gambling services in some countries, Facebook is considered one of the most popular platforms for advertising casinos on social networks.
The service offers participation in its affiliate network with lots of advertising materials and powerful analytics.
Situational marketing is widely used to work with the platform. This is a type of interaction with the target audience. Its main task is to get ahead of competitors' offers.
In fact, a partner does not advertise a website directly, but the news from the world of gambling, offered by a customer. This solution provides more options for customising personal filters and allows operators to:
This is a set of ads that are shown to users based on their interests, search queries, and online behaviour. Contextual advertising consists of a headline, ad text, and a direct link to a seller's website.
Here are the advantages of these tools:
This is a relatively new method when a webmaster works with a ready-made user base. His or her task is to generate targeted offers and send them to potential customers via mobile platforms.
As a rule, entertainment Telegram channels, specialised news sites, and mobile landing pages with high-quality information content bring the highest conversion.
Almost all niche tools are aimed at getting the fastest possible result. SEO promotion is an exception here. Its effectiveness can be assessed only after 4-6 months. Moreover, a well-structured program will continue to attract online traffic even several years after its launch.
According to research by marketers Pin-Up Partners, monthly investments in SEO are more than $3 million. The return of the program is more than 1,000 first deposits from the whole volume of new gamblers.
It is worth making a final decision in favour of a particular service only based on a thorough analysis of such factors:
There are a lot of multidisciplinary programs in the market. However, specialised networks adapted to the gambling industry are the best variant here.
If there are too many different types of offers in a platform’s catalogue, a potential client will not be able to navigate the system easily. Besides, he or she will risk getting non-core traffic that does not generate income.
According to PMaffiliates reports, the highest traffic rates are brought by the emerging markets currently: Ukraine, India, Kyrgyzstan, etc.
Affiliate programs focused on specific regions should provide their clients with the following tools and services:
An online casino with an affiliate program should have such features:
One of the key indicators of a high-quality affiliate program is the availability of reliable and secure payment instruments. The more services are available, the wider the audience outreach.
The list of the most popular and recognisable solutions includes:
The operator of a gambling platform should be able to contact the support service at any stage of working with the program. Moreover, clients of a system should be provided with optimal solutions to standard tasks and constant feedback from personal managers for resolving atypical issues.
Some platforms, in addition to customer support, offer participants specialised cases and advanced training programs.
Participation in casino affiliate programs is one of the most convenient, safest, and fastest ways to receive high-quality traffic.
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