Income Access Affiliate Marketing Survey Results 2008

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In 2008, Income Access conducted an affiliate marketing survey to profile the needs and preferences of affiliates in the online gaming space. The survey received a 72.3% response rate, and collected …

In 2008, Income Access conducted an affiliate marketing survey to profile the needs and preferences of affiliates in the online gaming space. The survey received a 72.3% response rate, and collected data on five sets of questions, including communication preferences, knowledge and use of key industry resources, favored reporting tools, and general marketing practices. It also covered affiliates in the casino, poker, sportsbook, bingo, and mobile gaming verticals.

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Transcript

  • 1. What Affiliates Have to Say
  • 2.
    • STUDY METHOD
    • 375 Affiliates surveyed across 54 countries
    • Data collected on:
      • Affiliate demographic & income
      • Communication preferences
      • Marketing practices
      • Industry Participation
  • 3. Sample Demographic
    • Male – 83%
    • 18-25 years of age – 10.7%
    • 26-35 years of age – 41.3%
    • 36-45 years of age – 26.9%
    • 46-55 years of age – 14%
  • 4. Demographic cont’d… Affiliate Experience
    • Number of Years as an Affiliate
    • < 1 year – 17.2%
    • 1-3 years – 41.2%
    • 3-6 years – 23.2%
    • > 6 years – 18.4%
  • 5. Affiliate Income
    • 67.6% long tail affiliates earning < £3,000/month
    • 6.6% of affiliates earn £60,000+/month
  • 6. Marketing Practices
    • 60% of sample use website advertising to promote affiliate programs
    • 33.3% use email marketing
    • 30.7% use blogs
  • 7.  
  • 8. Regions Promoted Affiliates surveyed reported a very strong or strong promotion focus in: United Kingdom - 71.3% Spain – 38.6% Canada – 58.4% Sweden – 32.4% Australia – 45.0% South America – 24.8% Germany – 42.7% Asia – 20.6%
  • 9. Gaming Products Promoted 41.8 34.6 23.6 Mobile 54.9 29.5 15.6 Skill 30.7 36.1 33.2 Bingo 22.5 32.8 44.7 Sportsbook 7.5 23.8 68.7 Poker 14.3 20.7 64.9 Casino   Promotion Focus Promotion Focus   Promoted Moderate Very Strong   Not Some or Strong or  
  • 10. Communication
    • Preferred communication methods with Affiliate Managers:
    • Email – 80.2%
    • MSN – 45.9%
    • Telephone – 43.0%
    • In person – 39.6%
  • 11. Industry Participation
    • Events Frequently Attended:
    • CAP Euro Barcelona 18.2%
    • CAP London 17.4%
    • Amsterdam 16.5%
  • 12. Survey Findings
    • Strong promotional focus continues to be on casino, poker and sportsbetting
    • Bingo affiliates growing
    • Majority of affiliates prefer regular & instant communication with affiliate managers
    • Affiliates with higher levels of experience & income place higher value on industry events as a means to network & collect more business
  • 13. Conclusion Survey Reinforced What We Already Know….. Long tail affiliates continue to make up the majority of affiliates – evidence of growth opportunities Till the next……THANK YOU!