Gambling Affiliates in the Mobile Market


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This presentation was presented on "Mobile and Tablet Gambling Conference", London 21. November 2012. The presentation outlines how to successful engage affiliate partners to drive traffic to your products with a 360' transparency, allowing for traffic growth on web, mobile web, mobile apps, web apps, social apps etc.

I have identified an "affiliate toolkit" that will give the affiliates the correct ways to integrate and promote gambling products for casino, bingo and sports betting. This toolkit should encourage gaming operators to move from low yield banners to high impact integration.

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Gambling Affiliates in the Mobile Market

  1. 1. Mobile and Tablet Gaming Summit London 21-22 November 2012Affiliates in the mobile marketAdding Customer Value withmobile and new technology affiliates Henrik Mandal Twitter: @hmandal Email: Contact Us & Follow Us
  2. 2. About “I got my first Android phone in March 2009 and it was extremely hard to find any good mobile games I could play.”• Started Kyoogi in 2009 to make it easier for users to find quality gaming operators directly on mobile devices.• Our first mobile casino affiliate portal app was launched on December 2009 – it received 60.000 downloads the first 3 days from major app stores• Our first M-web mobile odds comparison and live score was launched May 2010 - first mobile deep linking comparison solution in the market• Today we run a sophisticated mobile affiliate platform used by ourselves, other affiliates and media partners who wants to drive mobile players
  3. 3. Affiliation at a glance A Customer Acquisition tool for gaming operators • Targeting new customers* (New Deposit Customers) • Affiliates must only focus on customers who are not registered by the operators • Affiliates are reimbursed on CPA or Net Hold Commision from players  But only players who are registered from the affiliate (Acquisition) • Affiliates primary use Search Engines, Forums, Social Media and organic methods for driving traffic* Reactivation of lapsed players are also offered from selected gaming operators
  4. 4. New Affiliate Entrants New technologies opens for a broader affiliate base • Existing Gambling Affiliates • Offer a mobile presence for a fast growing mobile segment • Already have traffic and user DB from web presence • Other Industry Affiliates • Retail, Ticketing, Games, Supporter Clubs, Fantasy Games • Already have traffic and user DB from web presence • New technologies Affiliates • A new market service (social gaming, livescore, community etc.) • Superior listings in app stores and master ‘app discovery*’* Apps not just mobile device specific, but also quickly growing no web (chrome web store, Facebook apps.Sporify apps, Firefox Extentions, Opera addons etc
  5. 5. Variety of AppsWeb Apps
  6. 6. Variety of AppsSocial Apps
  7. 7. Variety of AppsBrowser Apps
  8. 8. Variety of AppsServer Apps
  9. 9. 360 Channel TransparencyPlayers are everywhere…. And play everywhere!1. DESKTOP- Website (rendered in a desktop browser)2. MOBILE DEVICE- M-Web (rendered in a device browser)- Apps (must be downloaded and installed on the device)
  10. 10. The Analytics
  11. 11. M-web / hybrid / native The platform of choice strictly dictates your marketing and how people find Desktop M-web Native
  12. 12. M-web / hybrid / native Affiliate Mobile Strategy M-web Hybrid Native Not sure how* Affiliates survey. August/September 2012
  13. 13. Affiliate tools What tools would you need to be successful with your mobile strategy* Affiliates survey. August/September 2012
  14. 14. Business Model ? What services can you provide to Gaming Operators Acquisition Reactivation Retention Development Sportbook Casino Bingo* Affiliates survey. August/September 2012
  15. 15. Creating Customer ValueAffiliates wants to take larger part in creatingCustomer Value for gaming operators
  16. 16. The affiliate toolkit Simple/Auto MobileDeep links Tracking Multilingual Registration DepositsPromotions XML Feed JSON Feed Creatives Banners M-web Landing Widgets Java Script API Reports Pages Email Reviews Push Forumsmessages VIP Livescore SEO Live Odds ProximityApp Stores Promotions Gaming Operators Affiliates
  17. 17. What to consider “Affiliates are GURU Webmasters and Marketers!”• Affiliates want to heavily market and promote your products if provided the right toolkit• They build customer centric applications (apps, m-web and websites) to gain loyalty and high user frequency• Traditional Web is being replaced by ‘App Centric’ strategies• Gaming Operators should review their affiliate strategy to meet a new breed of affiliate entrants
  18. 18. Questions or Comments ?Thank you for listening Henrik Mandal Twitter: @hmandal Email: Web: Contact Us & Follow Us