An Introduction to Affiliate Marketing for the iGaming Industry


Published on

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

Published in: Technology
1 Comment
  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

An Introduction to Affiliate Marketing for the iGaming Industry

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