An Introduction to Affiliate Marketing for the iGaming Industry
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An Introduction to Affiliate Marketing for the iGaming Industry

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This is intended as a primer for affiliates that are either new to the iGaming industry or considering becoming an iGaming affiliate after having been an affiliate in another sector. This lesson......

This is intended as a primer for affiliates that are either new to the iGaming industry or considering becoming an iGaming affiliate after having been an affiliate in another sector. This lesson will include:
• Basics of the revenue model
• Understanding the iGaming lingo
• What player values you can expect from different iGaming verticals

Nicky Senyard, CEO, Income Access

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Transcript

  • 1. Complete Affiliate Marketing Solutions
  • 2. INTRODUCTION TO AFFILIATE MARKETING FOR NEW AFFILIATES Affiliate Marketing 101
  • 3. Benchmarks for Success
      • Becoming a successful affiliate
      • is all about:
      • Creating strong relationships
      • Communication
      • Developing a long-term revenue stream
      • Watching the ‘vertical’
  • 4. The Goal: Win/Win
    • Seek long-term partnerships
    • Familiarise yourself with:
      • The market
      • Other successful affiliates
      • Current events
  • 5. Traits of a “Super Affiliate”
    • A successful affiliate has:
      • A business plan/approach
      • A strong work ethic
      • The ability to see “The Big Picture”
  • 6. Affiliate Considerations 101
    • Who is in the market?
      • Competitor Analysis
    • Your needs as an affiliate
      • Conversions, commissions, promotions, retention, payments, communication
    • What will you be paid?
      • Affiliate Compensation
  • 7. Affiliate Considerations 101
    • What are the rules?
      • Programme Terms and Conditions
    • What are your resources?
      • Affiliate Marketing Materials
    • How reliable is the affiliate software?
      • Reporting & Tracking
  • 8. Competitor Analysis
    • Analyze the options in the marketplace
      • Site
        • branding, navigation and content
        • Brand Credibility = Conversions
      • Product
        • packaging, price and value proposition
      • Affiliate programme
  • 9. Your Needs
    • What you need to be looking for:
      • Conversions
        • What is a new player costing me?
      • Commissions
        • What am I being paid for my efforts?
      • Promotions (for players and affiliates)
        • How am I (my players) being rewarded?
  • 10. Your Needs
    • What you need to be looking for:
      • Retention
        • What is the site doing to get my player back?
        • How long are they staying?
        • How much will I be making with this programme in the long term?
  • 11. Your Needs
    • What you need to be looking for:
      • Communication (Affiliate Management)
        • Are my inquiries responded to?
        • Does the program take my needs into consideration?
        • Am I provided information that I need to successfully promote?
  • 12. Researching Affiliate Programmes
    • Ask for recommendations
    • Explore industry forums
      • PAW
      • CAP
      • GPWA
      • APCW
  • 13. Options to Earn Money
    • What options do you have?
      • Lifetime value of player
      • Revenue share
      • Cost per Acquisition (CPA)
      • Combination of revenue share and CPA
      • Special bonus – extra payment for achieved activity
      • Sliding scales – more sales lead to higher commissions
  • 14. Considerations when choosing CPA vs. MGR
    • Overall Player Value
    • How are you acquiring your players each month? (word of mouth, paid advertising, search engines)
    • Do these players = a win/win for you and the website
  • 15. Payment considerations
      • Thresholds
        • Are they achievable?
      • Options
        • Are there alternative payment options?
      • Timing
        • Are payments issued in a timely manner?
  • 16. Terms & Conditions
    • Legal document outlining affiliate programmes
      • Items to evaluate:
        • Affiliate compensation
        • Payments
        • Cookie duration
        • Definition of “lifetime players”
        • Pay per click policy (if appropriate)
  • 17.
    • What do you need to have access to:
      • Text links
      • Reviews
      • Data feeds
      • Landing pages
      • Variety of banners
    Marketing Materials
  • 18. Things for new affiliates to avoid
    • Spam of any kind (email, forums)
    • SEO black hat techniques
    • Poaching players from another site or affiliate
    • CPA fraud
    • Promoting too many, or too few affiliate programmes
  • 19. Consistent Involvement
    • Answering regular affiliate questions
      • Answered in 24 hrs, during business hours
    • Affiliate Updates
      • Important announcements are made in a timely and informative manner
    • Affiliate Newsletter
      • At least one a month
  • 20. Consistent Involvement
    • Proactively Monitoring Your Activity
      • Suggest improvements to site content & creative display
      • Shows interest in your marketing efforts
    • Marketing Tool Development
      • Constantly introducing fresh and new materials
  • 21. Reporting and Tracking
    • Accurate & reliable
    • Timely
    • Trustworthy
    • In-depth
      • How detailed are the reports?
  • 22. Gauge of Professionalism – Industry Involvement
    • Monitoring & participating in industry discussion forums, blogs and news
    • Participating in trade shows and industry events
  • 23. Facts to Consider
    • You are running your own business and need to expect to make money from the partnership you have with different affiliate programmes
    • You need to be naturally weary of new sites and new brands – longevity and consistency are important, because they have a direct impact on you financially
    • You need to know your traffic and what will work on your site
  • 24.
    • High performing affiliates are in demand and have well-established relationships with affiliate managers
    • Once you have signed and displayed a banner for a programme this does not mean that you will automatically attract players and generate revenue
    Facts to Consider
  • 25. In Conclusion
    • Content and Relationships are KEY to being a successful affiliate!