The Changing Face of Affiliate Marketing within the Gambling Industry
Affiliate marketing has long been the go-to strategy of online gambling sites as a means of generating online traffic and custom. Normally, a hybrid deal of CPA and revenue share is often negotiated between affiliate and operator. In recent years changes in gambling habits and government legislature within the industry have changed the methods and practices of many online platforms which has substantially reduced the reliance on affiliate marketing that some operators once gauged their success upon
Pressure has recently been placed on the gambling industry to end the gambling affiliation schemes that many providers still rely on substantially. Negative publicity arose around affiliate marketing after Guardian reports suggested that tipsters were earning up to 30% commission on the losses of gaming customers.
After pay-per-click advertising within the industry dramatically increased in cost due to the competitive nature of the industry, attention was turned to affiliate marketing as a means of bringing in custom. It could be argued that the exponential growth of new demographics that the industry targeted created an endless marketplace for affiliates to discover.
The reality is sometimes slightly different. Many affiliates often use covert tactics to lure in potential customers. Many of the tipster platforms that you see across social media often sometimes post long shot bets that can entice the most vulnerable of players. Alternatively, many choose not to reveal the detailed terms and conditions that often come into place with reduced or free online bets.
Tarnishing the good name of the industry
In recent years Affiliate marketing has gained quite a dirty name in gambling circles for this very purpose. Revenue is made by having customers that are always playing. Although affiliate marketers bring in the players they are merely a short-term fix to cover for a lack of brand or quality associated with the operator.
Many affiliates have rebranded themselves as performance marketers in an attempt to cleanse the name they are now associated with. Although affiliate marketing is still a large part of the marketing spectrum within gambling, many operators have chosen to build from the bottom and opt for the long-term approach of cementing a brand identity and implementing a solid SEO strategy.
Scott Manford, CEO of Easy Slots said: “Here at Easy Slots we found that during the short-term using external affiliate marketers was a beneficial way of creating a surge of interest around the beginning of our launch.”
“We’ve since found that affiliate marketing is often only a temporary stop gap that seems to exhaust itself after a certain period of time. We are in the process of combining our SEO strategy with an in-house affiliate marketing manager leading us to monitor both the quality of traffic that is being drawn to the site while also practicing in a way that is both ethically suitable to both the players and the industry. Learn how to gamble responsibly today.
Affiliate marketing is still very much a prominent marketing strategy within the industry but has certainly dropped off in the wake of other proven long-term strategies like SEO. As the industry continues to grow in new unchartered territories with unpredictable markets in China, Scandinavia, and Latin America who knows what will emerge from the affiliate marketing scene. Will affiliate marketing work in these culturally deferential territories. Only time will tell.