Wagering affiliates generate their revenue by directing bettors to bookmakers. The primary revenue models used are revenue sharing and cost per acquisition (CPA). Strategies to attract traffic to bookmakers include creating sports-centric media content and contrasting odds and promotions. Oddschecker is a well-known bookmaker comparison website that offers odds comparison, promotions, betting tips, and insights on over 25 UK bookmakers.
Emerging markets, such as the US, offer great opportunities for affiliates as operators compete for customer acquisition. Affiliates focus on organic growth and mergers and acquisitions (M&A) in the US market. One example is Better Collective’s acquisition of The Action Network for $240m, which offers odds comparison, podcasts, and media content. Bruin Capital also acquired Oddschecker from Flutter for a potential total of $218m to enhance services and enter the US market. In addition, FansUnite acquired American Affiliate for $58.2m, which delivered 150,000 new depositing customers to US wagering operators.
A promising opportunity for affiliates is directing bettors towards crypto wagering operators. The global online wagering industry generated approximately $58.2bn in revenues in 2021 and is projected to reach $145.6bn by 2030. The widespread adoption of crypto wagering will greatly contribute to the industry’s future growth. Affiliates are highly rewarded for delivering depositing bettors to crypto operators, with revenue shares as high as 50%. A dedicated comparison website for crypto operators presents a significant untapped opportunity.
Betscanner is a service that compares odds from sporting events offered by crypto bookmakers. It focuses on improving live odds comparison, user experience, and esports. Operators pay monthly retainers to drive new traffic and retain existing users. Marketing tactics include SEO, Google Ads, influencer marketing, social media campaigns, and exclusive sign-up bonuses. Betscanner is one of the exciting opportunities in which Waterhouse VC is involved.
Disclaimer: The information provided in this document is based on publicly available information about various companies and should not be considered financial product advice.
