In order to gain a better understanding of the constantly evolving landscape of affiliate marketing in the igaming industry, we conducted a survey in 2020. This survey focused on trends, expectations, and preferences among marketing affiliates. In addition to collecting quantitative data, we also gathered qualitative insights from affiliates regarding their marketing strategies and promotional efforts.
According to the survey results, the most popular promotional focuses among affiliates were organic search (SEO) (53% of respondents), social networks (47%), and website ads (40%). When it came to marketing materials, bonus codes were the top choice for 51% of affiliates, followed by targeted landing pages at 22%.
To gain further insight into marketing strategies, we interviewed two affiliates specializing in online casino and online sports betting. Richie Meeuwsen, who has been in the affiliate marketing industry for over 15 years, emphasized the need for a comprehensive approach to affiliate websites. He suggests including various marketing materials such as casino reviews, targeted banners, landing pages, videos, and text links. Meeuwsen also stressed the importance of search engine optimization (SEO) in driving traffic to affiliate websites.
Paul Torzel, with almost a decade of affiliate experience, shared his perspective as the owner of a top comparison site for UK sportsbooks. While he acknowledges the popularity of social networks as a promotional tool, he believes that sports betting does not align well with traditional social channels. Instead, he relies heavily on SEO, website ads, and pay-per-click advertising. He also highlighted the significance of targeted landing pages and banners in driving conversions.
Both affiliates expressed the importance of regularly updating marketing materials and catering to the specific interests and preferences of their target audience. They also acknowledged the potential value of online reviews in building trust and providing valuable information to visitors.
While the popularity of different marketing materials may fluctuate over time, it is crucial for affiliates to focus on creating quality content beyond just bonus codes. Both Meeuwsen and Torzel emphasized the importance of providing informative and detailed content that goes beyond simply promoting bonuses.
In conclusion, the constantly evolving nature of affiliate marketing in the igaming industry requires affiliates to adapt their strategies and stay informed about current trends. By utilizing a comprehensive approach, optimizing for search engines, and providing valuable content, affiliates can effectively attract and engage their target audience.
