an introduction to affiliate marketing for the igaming industry
DESCRIPTION
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 AccessTRANSCRIPT
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Complete Affiliate Marketing SolutionsComplete Affiliate Marketing Solutions
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INTRODUCTION TO AFFILIATE MARKETING INTRODUCTION TO AFFILIATE MARKETING FOR NEW AFFILIATESFOR NEW AFFILIATES
Affiliate Marketing 101Affiliate Marketing 101
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Benchmarks for SuccessBenchmarks for Success
Becoming a successful affiliateBecoming a successful affiliateis all about:is all about:
o Creating strong relationships o Communicationo Developing a long-term revenue streamo Watching the ‘vertical’
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The Goal: Win/WinThe Goal: Win/Win
o Seek long-term partnershipsSeek long-term partnerships
o Familiarise yourself with:Familiarise yourself with:
• The market• Other successful affiliates• Current events
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Traits of a “Super Affiliate”Traits of a “Super Affiliate”
A successful affiliate has:A successful affiliate has:
o A business plan/approacho A strong work ethicoThe ability to see “The Big Picture”
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Affiliate Considerations 101Affiliate Considerations 101
o Who is in the market?• Competitor Analysis
o Your needs as an affiliate• Conversions, commissions, promotions, retention,
payments, communication
o What will you be paid? • Affiliate Compensation
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Affiliate Considerations 101Affiliate Considerations 101
o What are the rules? • Programme Terms and Conditions
o What are your resources?• Affiliate Marketing Materials
o How reliable is the affiliate software? • Reporting & Tracking
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Competitor AnalysisCompetitor Analysis
Analyze the options in the marketplaceAnalyze the options in the marketplace oSite
• branding, navigation and content• Brand Credibility = Conversions
oProduct• packaging, price and value proposition
oAffiliate programme
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Your NeedsYour Needs
What you need to be looking for:What you need to be looking for:
o Conversions•What is a new player costing me?
o Commissions•What am I being paid for my efforts?
o Promotions (for players and affiliates)•How am I (my players) being rewarded?
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Your NeedsYour Needs
What you need to be looking for:What you need to be looking for:
o Retention•What is the site doing to get my player back? •How long are they staying? •How much will I be making with this
programme in the long term?
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Your NeedsYour Needs
What you need to be looking for:What you need to be looking for: o Communication (Affiliate Management)
•Are my inquiries responded to? •Does the program take my needs into
consideration? •Am I provided information that I need to
successfully promote?
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Researching Affiliate ProgrammesResearching Affiliate Programmes
o Ask for recommendations Ask for recommendations o Explore industry forumsExplore industry forums
•PAW•CAP•GPWA•APCW
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Options to Earn Money Options to Earn Money
What options do you have?What options do you have?
o Lifetime value of playero Revenue shareo Cost per Acquisition (CPA)o Combination of revenue share and CPAo Special bonus – extra payment for achieved activityo Sliding scales – more sales lead to higher commissions
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Considerations when choosingConsiderations when choosingCPA vs. MGRCPA vs. MGR
o Overall Player Value
o How are you acquiring your players each month? (word of mouth, paid advertising, search engines)
o Do these players = a win/win for you and the website
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Payment considerationsPayment considerations
o Thresholds• Are they achievable?
o Options• Are there alternative payment options?
o Timing• Are payments issued in a timely manner?
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Terms & ConditionsTerms & Conditions
Legal document outlining affiliate programmesLegal document outlining affiliate programmes
o Items to evaluate:• Affiliate compensation• Payments• Cookie duration• Definition of “lifetime players”• Pay per click policy (if appropriate)
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What do you need to have access to:What do you need to have access to:
oText linksoReviewsoData feedsoLanding pagesoVariety of banners
Marketing MaterialsMarketing Materials
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Things for new affiliates to avoidThings for new affiliates to avoid
o Spam of any kind (email, forums)
o SEO black hat techniques
o Poaching players from another site or affiliate
o CPA fraud
o Promoting too many, or too few affiliate programmes
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Consistent InvolvementConsistent Involvement
o Answering regular affiliate questions • Answered in 24 hrs, during business hours
o Affiliate Updates • Important announcements are made in a timely
and informative manner
o Affiliate Newsletter• At least one a month
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Consistent InvolvementConsistent Involvement
o Proactively Monitoring Your Activity • Suggest improvements to site content &
creative display• Shows interest in your marketing efforts
o Marketing Tool Development• Constantly introducing fresh and new materials
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Reporting and TrackingReporting and Tracking
oAccurate & reliable
oTimely
oTrustworthy
o In-depth
• How detailed are the reports?
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Gauge of Professionalism –Gauge of Professionalism –Industry InvolvementIndustry Involvement
o Monitoring & participating in industry discussion forums, blogs and news
o Participating in trade shows and industry events
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Facts to ConsiderFacts to Consider
o You are running your own business and need to expect to make money from the partnership you have with different affiliate programmes
o 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
o You need to know your traffic and what will work on your site
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o High performing affiliates are in demand and have well-established relationships with affiliate managers
o Once you have signed and displayed a banner for a programme this does not mean that you will automatically attract players and generate revenue
Facts to ConsiderFacts to Consider
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In ConclusionIn Conclusion
Content and Relationships are KEY to Content and Relationships are KEY to being a successful affiliate!being a successful affiliate!