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Mike Murphy, founder of OnlineBettingSites.com, says that affiliates can help operators enter new markets and build brand equity quickly, but that publishers must be responsible to succeed in the long-term
Online gaming affiliates play a critical role in the industry as marketing specialists. While a major operator may find success advertising its wares through mass media, the shotgun approach is expensive and interaction with customers is kept to a bare minimum.
Affiliate marketing can also be expensive, but those costs only materialize after affiliates have delivered new customers. Those costs can also be managed to a great degree; the operator chooses how much to pay per player delivered and therefore has near-total control over the average cost per customer acquisition made through affiliate channels.
Additionally, affiliates interact with potential customers on a deeper, more personal level than any 30-second ad on TV could ever hope. The value of affiliate marketing is perhaps best realized when it comes to operators who want to build rapport with potential customers, break into new markets and better explain new offerings.
Of course, affiliates also have certain obligations on their side of the deal. Affiliates need to promote online gambling in a responsible manner not just for ethical reasons, but also out of pure self-interest. Regulators around the world have begun enforcing stricter advertising standards – even to the point of holding operators responsible for the actions of affiliates in some cases.
Thus, it is more important now than ever before that affiliates provide value to operators. Otherwise, affiliates run the risk of tipping the risk-vs-reward balance too far in in the wrong direction for operators.
How Quality Affiliates Provide Value to Operators
Affiliate programs provide value to operators in more ways than the obvious benefit of sending qualified players. A strong affiliate program builds brand name trust, is very handy for entering new markets, sending qualified traffic, spreading brand awareness and even boosting search engine rankings.
Managing an effective affiliate program does come with its challenges, but overall the affiliate model is so popular because it just works. A quality affiliate program led by a competent affiliate manager will pay for itself many times over in terms of direct financial benefits and general brand awareness.
Building Brand Name Trust
Quality affiliates are trusted affiliates and trusted affiliates create brand name trust
To parse that in plain English, high quality affiliates build rapport with their readers, viewers and followers. Affiliates who operate in an ethical manner and who are honest with gamblers despite any financial incentives to the contrary are going to earn the trust of readers over the long term.
It just so happens these are usually (although not always) the most effective and successful affiliates in general. However, operators should be careful not to overlook smaller and newer affiliates either if those affiliates are ethical and motivated.
Keep in mind a certain percentage of smaller affiliates either a) will become big affiliates in the future or b) already are big affiliates and you just don’t know it yet.
These high-quality affiliates build brand name trust for operators because their readers believe what they say. If an affiliate tells his substantial viewership that a certain sportsbook is an excellent place to bet online because of reasons X, Y and Z, that information has a way of seeping into the wider consciousness of the online gambling community.
Operators who invest the time and money in maintaining relationships with quality affiliates will reap the fruits of those rewards for years to come. They will receive favorable mentions, build brand recognition and receive new customers – all without paying a thing until results are delivered.
Affiliates Are an Effective Tool for Breaking into New Markets
Nobody knows the lay of the land like a local affiliate
A UK-based operator will have little trouble expanding into other English-speaking countries, but things can go wrong in a hurry if expansions into a country with a significantly different culture are not managed very carefully.
Translations errors, cultural norm violations and even a simple misunderstanding of what customers in a new market value can all be expensive mistakes for operators, both in terms of advertising costs and any negative hits to the brand name.
Even if major mistakes are avoided, expanding into a new market can be done quite efficiently through the use of affiliates who understand local values, preferences and lesser-known advertising methods that happen to be particularly effective in that region.
In other words, local affiliates have their finger on the pulse of the local market. And again, they take on the risk upfront while the operator only pays advertising commissions after results have been delivered.
Affiliates Deliver Qualified Customers
Quality affiliates deliver qualified customers
High quality affiliates specialize in delivering qualified traffic to gambling operators, primarily through a deep understanding of SEO and content marketing. Skilled affiliates are experts at capturing traffic from search engines and converting that traffic into visits to operator websites.
Running an affiliate program is almost like running an AdWords campaign but without the upfront cost. Rather than bidding on expensive gambling-related keywords, an operator can rely on affiliates to rank for high-converting keywords and deliver traffic to the operator.
Another way to think of it is that with AdWords, you pay for clicks. With affiliates, you pay for results.
Even newer or less-effective affiliates cost the operator almost nothing to maintain. As long as those affiliates are representing the brand name in an ethical and responsible manner, operators should consider keeping them on board. Results are results wherever they come from.
Affiliates Spread Brand Awareness
Affiliates crowdsource brand awareness
An active and robust affiliate program can help operators expand the public’s awareness of the brand. Affiliates are driven to make money, and they do that by discussing the brands with which they have advertising relationships. Even if some affiliates are having a hard time driving traffic, all those affiliates out there are constantly spreading the word far and wide.
Affiliates are a diverse bunch with unique insights, different ways of doing things and all sorts of marketing methods. Running an affiliate program takes advantage of the crowdsourcing concept – rather than a single marketing team, the operator has hundreds (or thousands) of marketing people spread all around the world constantly striving to put the brand name in front of eyes.
Imagine all those many affiliates out there right now writing articles, producing videos, posting on social media and testing new marketing techniques all while promoting their partners’ brand names. Now consider the size of the in-house marketing team it would require to match those efforts. Managing affiliates can feel like herding cats sometimes, but it’s hard to beat the sheer volume affiliates provide when it comes to marketing material that increases brand awareness.
Affiliates Provide SEO Benefits
A side effect of affiliate marketing is better search engine rankings for operators
The majority of affiliates live and die by search engines. The higher they rank on Google, the more money they make. These affiliates do not just point links to operator websites, they also strive to get links pointed to their own websites – which in turn boosts the value of links they point to operators.
Although most affiliate links pointing to betting sites are cloaked, there’s still benefit there. Some affiliates use raw affiliate links; others occasionally point to internal marketing pages on operator websites. Even simple brand mentions (even if unlinked) make a difference in search rankings.
Additionally, the increased brand awareness leads to more people searching for operator-related terms. This in turn spreads awareness, generates discussion and ultimately does benefit operators in their search engine rankings.
Considering the Obligations of Affiliates
It is no secret the affiliate business model can provide a wonderful quality of life for affiliates who are smart and determined. Being able to work from anywhere in the world and potentially earning obscene amounts of money are just two of the lifestyle’s many perks.
However, affiliates should take care not to abuse the opportunity presented by operators. While affiliates have certain expectations of their partners, every affiliate has certain obligations to ensure the unique opportunities provided by this business remain open for many years to come.
The word “obligation” has a bit of a negative connotation, but it’s not that bad. There are really just two primary rules affiliates can follow to run a business that is successful, trusted and ethical: be responsible and always tell the truth.
Promote Gambling Responsibly
Responsible affiliates make life better for players and operators alike
Affiliates have a moral responsibility to promote gambling in a safe and ethical manner. This one really isn’t all that difficult, but a small percentage of affiliates have in the past decided it was worth burning a lot of relationships in an attempt to capture easy money.
For example, there was the affiliate who ran a series of fake news stories that detailed a depressed, down-on-his luck man who was able to pay for his sick wife’s medical treatment after winning a jackpot at an online casino.
The story was completely fake, of course, and written in a terribly irresponsible manner. The affiliate’s actions didn’t just cross a moral boundary; they also brought the wrath of the UK’s Advertising Standards Authority (ASA) down on the operator. Affiliates have a moral duty and business obligation to run ethical advertising campaigns.
Always Tell the Truth
The truth makes life simpler for everyone
Affiliates: there is absolutely no need to lie or conveniently forget to tell your readers important things about the gambling sites you promote. You can make just as much money just as easily by always telling the truth.
In fact, the truth is a great way to build your reputation among visitors. People who trust you tend to listen to your recommendations – which of course means better conversion rates.
Don’t underestimate the average consumer; they’ll catch on pretty quickly if you’re willing to say whatever you think it takes to get a sale. While you can get conversions with unethical marketing tactics, you’ll build a longer-term business by building a relationship with your readers and establishing yourself as a reliable place to get the real deal on online gambling.
The truth will also keep you on the right side of operators and regulators around the world. Running an honest and ethical business is actually easier over the long term as you won’t find yourself dealing with banned advertising accounts and stern regulators. Honestly just makes sense whether you look the business from a financial or moral point of view.
Source: European Gaming Media
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Open the door
Objective: Examine how customer experience shapes player retention and brand loyalty in iGaming, placing emphasis on the role of localised, high-quality support.
Outline:
- Introduction: The growing focus on customer experience as a differentiator in iGaming.
- The Value of Localised Support: Exploring how cultural nuances and language fluency enhance player satisfaction.
- Flexibility in Resource Allocation: Meeting fluctuating demand without compromising quality.
- Future Trends: How advancements in technology and localization will shape the next era of player engagement.
Questions for Exploration:
- How does high-quality, localised support impact player satisfaction and retention?
- What role does cultural understanding play in shaping effective customer interactions?
- How can operators balance flexibility with consistency in customer support?
- What emerging trends in customer experience should iGaming businesses prepare for?
Answer:
In the rapidly evolving iGaming industry, players have more choice than ever before—whether it’s brands, slots, game types, payment options, the list goes on. With so much competition, customer experience is quickly becoming a significant differentiator for operators. The ability to deliver a seamless, player-centric experience across multiple jurisdictions is not just a competitive advantage but a necessity in retaining players in this growingly saturated market.
Customer experience today goes far beyond just problem-solving for players. It encompasses proactive, personalised engagement, meaningful recommendations, and a culturally resonant approach. The operators that succeed in this space are those who maintain high standards across these elements, delivering them in a timely and localised manner. Localisation, in particular, is a key factor in turning good customer service into exceptional customer experiences.
So, why is localisation so important? At its core, successful customer support is built on trust. But building trust across diverse jurisdictions is not something that can be achieved through a single, uniform strategy. Methods of communication are a prime example. In Brazil, where the newly regulated market is flourishing, players may expect warm and conversational interactions. In contrast, many European players often favour more concise and formal communication. Recognising and adapting to these cultural nuances allows operators to foster a stronger connection with their entire player base.
Beyond communication style, localisation also plays a critical role in regulatory compliance. The iGaming industry is highly fragmented in terms of regulations, and players are increasingly aware of their rights. A customer service team that understands local legislation implicitly adds immense value, ensuring compliance while delivering tailored support. This not only reinforces trust but also strengthens the player’s respect for the brand.
At the same time, operators face the challenge of balancing high-quality customer support with the flexibility needed to respond to fluctuating demand. This is where RokkerX delivers measurable value. By offering scalable resource allocation and rigorous cross-functional training, we ensure our teams can adapt to surges in demand; whether it’s a major sporting event in a specific jurisdiction or global-scale activity, without compromising on quality. Our teams remain aligned with the core values of our clients’ brands, ensuring a customer-centric approach at all times.
Looking ahead, the iGaming industry is poised for further transformation, driven by advancements in technology and localisation. At RokkerX, we are committed to staying at the forefront of these changes to help our clients deliver exceptional experiences. Trends like the growing prominence of omnichannel communication, including social media and in-app messaging, and advancements in natural language processing (NLP) will enable operators to communicate with even greater precision and cultural nuance. Yet, the future will demand more than just technology. The ability to strike the right balance between tech-driven solutions and the human touch will be essential in creating meaningful connections with players.
As the industry evolves, the blend of cutting-edge technology, cultural understanding, and human expertise will define the next era of player engagement. By staying ahead of these trends, RokkerX ensures our clients are not only prepared for the future but thrive in it.
The post The Untapped Potential of Localised Support January 2024 appeared first on European Gaming Industry News.
The iGaming industry is advancing at breakneck speed, driven by technological innovation and evolving player expectations. Itai Zak, Executive Director of iGaming at Digicode, emphasizes the importance of bridging client aspirations with customized business solutions. Key trends shaping the future of iGaming include live dealer games, blockchain integration, artificial intelligence (AI) and machine learning (ML), enhanced personalization, and shifting regulatory environments. Let’s delve into how these trends influence the industry, presenting new opportunities while paving the way for future growth.
A Closer Look at Emerging Trends
- Live Dealer Games
Live dealer games are revolutionizing the online gaming experience, blending the best aspects of land-based casinos with the convenience of virtual gaming. Players can now engage with real-life dealers via high-definition video streams, enhancing the social component of online gambling. This bridge between physical and virtual casinos introduces interactive features like live chat and immersive gameplay. Industry leaders like Evolution Gaming and NetEnt are setting new standards in player engagement with innovative game formats and top-tier studio setups, redefining the realism and appeal of live gaming.
- Blockchain and Cryptocurrency Integration
Blockchain technology is transforming iGaming by offering unparalleled transparency and security. With blockchain’s ability to enable provably fair gaming, players can verify that each round is fair via an immutable ledger. Cryptocurrencies like Bitcoin and Ethereum facilitate faster, more secure transactions, catering to tech-savvy players who value privacy. Platforms like Bitcasino.io are leading the way, leveraging blockchain to ensure fairness and seamless payments. However, the rise of blockchain also attracts regulatory attention, requiring operators to balance innovation with compliance as governments navigate this new technology.
- Artificial Intelligence and Machine Learning
AI and ML are instrumental in enhancing player experience and operational efficiency. AI algorithms analyze player behavior in real-time, offering personalized game recommendations and promotions. Additionally, AI-powered chatbots provide instant customer support, improving user satisfaction. AI-driven predictive analytics also help operators fine-tune marketing strategies based on player preferences. Companies like Bet365 are already using these technologies to stay ahead of the competition, offering more personalized and efficient gaming experiences.
- Richer Personalization and Engagement
Personalization has become crucial for iGaming operators looking to boost player satisfaction and retention. By leveraging data analytics, companies can offer tailored game recommendations, dynamic bonuses, and individualized promotional offers. This level of engagement enhances the player experience and strengthens loyalty. Industry pioneers like DraftKings and FanDuel push the envelope by offering highly customized features, such as personalized fantasy sports leagues and bespoke betting options.
- Regulatory Changes and Market Expansion
The constantly evolving regulatory landscape offers both challenges and opportunities for iGaming operators. As more regions legalize various forms of online gambling, companies gain access to new markets. With their large populations and increasing internet penetration, emerging markets like Brazil and Nigeria represent lucrative opportunities. However, navigating the diverse regulations in these markets requires agility and strict compliance with local laws to succeed.
- Enhanced Payment Solutions
With digital transactions becoming the norm, the demand for fast, secure, and flexible payment methods is skyrocketing. From digital wallets to instant banking and cryptocurrencies, players expect payment solutions that offer convenience and security. This growing demand is driving innovation in payment processing, giving operators more opportunities to streamline the transaction process while building trust with users.
Future Implications
The Expanding Role of AI and Blockchain
AI and blockchain are not just current trends, but they are poised to play an even more significant role in iGaming’s future. As AI technology evolves, more sophisticated algorithms will emerge, enabling real-time adaptation to player behavior and preferences. Blockchain’s application may extend beyond transparency and security, transforming game mechanics and player interactions potentially redefining how games are designed and played.
Shifting Player Preferences
Player expectations will continue to evolve toward immersive, interactive experiences. As Virtual Reality (VR) and Augmented Reality (AR) become more mainstream, they will significantly influence the future of iGaming. Players will demand more engaging, lifelike environments, pushing the industry to create innovative game formats and features that offer deeper immersion and entertainment value.
Regulatory Developments
The regulatory environment will continue to evolve, and iGaming operators must stay agile to navigate future changes. New regulations may increasingly emphasize responsible gaming and player protection, influencing platform design and operational practices. A more harmonized regulatory framework across jurisdictions could provide stability while requiring operators to prioritize compliance.
Integrating Emerging Technologies
Technologies like 5G and edge computing are set to revolutionize iGaming by enabling faster, more reliable connectivity. This will allow for more complex game designs and real-time player interactions, opening new avenues for innovative gaming experiences. As these technologies mature, operators will have greater opportunities to differentiate their offerings. The potential of these emerging technologies to revolutionize iGaming is truly exciting and promising for the industry’s future.
Final Thoughts
The iGaming industry is on the cusp of significant transformations, driven by technological advancements and shifting player demands. Innovations like live dealer games, blockchain integration, AI, ML, and enhanced personalization are just the beginning. As the industry evolves, staying ahead of these trends will be critical for operators looking to thrive in an increasingly dynamic environment.
At Digicode, we are constantly exploring new technologies and refining our solutions to meet the evolving needs of our clients. Our focus on adaptability and foresight ensures that our clients are not just keeping pace with the industry—they’re leading it.
The post Innovations Redefining iGaming: What Operators Need to Know appeared first on European Gaming Industry News.
A partnership between game developer Turbo Games and iGaming solution provider and aggregator Slotegrator began in November 2022 via the APIgrator game integration solution. Since then, the collaboration has been developing successfully — and now it’s time to analyze what made it successful.
Turbo Games has noticed how the new technologies spreading throughout the industry can work for the good of brand transparency and player loyalty: “We can already see how blockchain technology has made it possible to make betting checks more accessible to players. All you need is a blockchain-hash and a decoder service. We think we will continue to move in this direction. Many traditional online casinos do not offer the possibility to check the bet. Sooner or later we all have to come to this. Perhaps the development of artificial intelligence will help here, because we are already seeing its involvement in all spheres of human life.”
Turbo Games specializes in provably fair games. Provable fairness is a concept where players can verify their wins or losses using blockchain technology — the outcome of the game is dictated by a smart contract and is absolutely random, barring the possibility of any human involvement. Using cryptographic hashing algorithms, the gambling site and the player’s device both generate seeds (random strings of numbers). Players receive a key that allows them to check the results; if the results are the same as the game round they witnessed, it proves that there was no foul play.
According to statistics from Turbo Games, the audience for provably fair games is mostly between 18 and 25 years old. However, there are also players aged 35-40 who prefer traditional games but would like to try something new, and have turned their attention to provably fair games.
There are good odds that the technology of provably fair games will become more popular, if not even commonplace, because it gives players a feeling of transparency and proves that the business is trustworthy without the need to search through dozens of reviews. Whereas many innovations in iGaming simply add entertainment, provable fairness addresses security concerns and reassures players that they’re not being exploited, which is invaluable.
Provably fair games are beneficial for both players and online casinos. Vadim Potapenko, Head of Sales at Turbo Games, comments: “It often happens that the users are not satisfied with the result, because gambling is not only about big wins, but also possible losses. By allowing them to check the fairness of a bet, we make life easier for platforms and players. Of course, this allows us to communicate with partners and users that we work honestly and that’s why they should trust our games.”
Ayvar Gabidullin, Business Development Manager at Slotegrator, adds that “this type of game is now becoming more and more popular and has great potential for both players and game providers in the future. On the part of the player, the advantage is that the player can always be sure that his game is fair and he can independently check any of his bets. And for the game provider, this also simplifies the process of implementing casino games, since now it will not be necessary to obtain the appropriate certificates from independent laboratories before launching new games, they can immediately enter the market with these games and where anyone can check the result and make sure that that there is no cheating with players. Many game providers are starting to look towards this type of game. And as far as I see, many operators are starting to think about adding these games.”
What do players in 2023 need? The iGaming industry is all about reputation and trust. Players have a huge number of platforms to choose from, making them pickier and pickier. There’s an abundance of forums where players leave reviews, so if players view a brand as untrustworthy, there are plenty of places they can share their opinion. Provable fairness not only stops that from happening, it provides evidence to the contrary, giving players something else to talk about.
Slotegrator also recommends investing time and effort into localization and creating an effective and detailed marketing strategy — before trying provably fair technology players need to get to the platform, and there is no acquisition without marketing.
ABOUT SLOTEGRATOR
Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.
The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.
The company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games, and data feeds for betting.
Slotegrator also provides consulting services in gambling license acquisition and business incorporation.
More information: https://slotegrator.pro/
ABOUT TURBO GAMES
Turbo Games — a provably fair games provider that belongs to Turbo Stars company — has an ambitious goal to establish widespread recognition throughout the iGaming world. Even though it is young, the company consists of professionals who have been working on the brand for over five years and are even planning to introduce a new brand for a wider audience soon.
Turbo Games also works in Europe, India, and South Africa, where the company sees the most potential and expects the same “hype” as in Brazil.
The portfolio of Turbo Games consists of 21 titles, including well-known games like Mines, Crash X, DoubleRoll, Hi-Lo, and Plinko. The studio releases a game every month. However, not all games are developed from scratch. Wicket Blast and Spin Strike, the last two releases, are based on cricket and the Indian Premier League. Crash X remains the most popular fast game in the Turbo Games portfolio, and the studio reports that crash games enjoy stable levels of popularity. Overall, the main focus of the brand is provably fair games.
More information: https://turbogames.io/
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