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Trafficology, [trah-fik-ol-uh-jee], verb , 1. The study of traffic, 2. Objective, the capacity to maximise revenue
JULY 2019
AFFILIATE FOCUS BY GAMBLING INSIDER
INSIDE
• MONETISING
TRAFFIC THROUGH
ESPORTS
• BIG QUESTION:
AFFILIATE BENEFITS
AND COSTS
• CLIMBING THE
COMPLIANCE
MOUNTAIN
• PLAY HARD:
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TAL RON, DRIHEM
& CO LAW FIRM
• SPORTS
BETTING 101
Sponsored by:
MONETISING THROUGH ESPORTS
How to capitalise on the $6bn market
Trafficology, [trah-fik-ol-uh-jee], verb , 1. The study of traffic, 2. Objective, the capacity to maximise revenue
JULY 2019
AFFILIATE FOCUS BY GAMBLING INSIDER
INSIDE
• Q & A WITH NEW
RAIG CHAIRMAN
CLIVE HAWKSWOOD
• CRO AND SEARCH
INTENT WORKING
TOGETHER
• CATENA MEDIA US’
MICHAEL DALY
INTERVIEWED
• THE RFM METHOD
FOR VIPS
• PLAY HARD:
JASON ROSENBERG,
AMERICAN IGAMING
SOLUTIONS
Sponsored by:
CHANGE OF PLAN
Would a gaming ad ban help affiliates?
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briefing
BAN FOR GAMBLING ADVERTS
Winners PLACED ON CHILD-FACING
Matching Visions
GAMING APP BY AFFILIATE
has opened doors
Mediacle AB to its Lithuanian
will supply office following the
Nektan with affiliate’s expansion
affiliate software
and services,
following the
expansion of
their deal
evens
The first affiliate ESSA has Advertisements for LottoGo EuroMillions, The app provided players with the
conference in re-launched as William Hill Vegas, Betfair Bingo and opportunity to earn in-game gems by
Georgia the International Dunder have been banned by the viewing adverts or performing tasks.
will be held in Betting Integrity Advertising Standards Authority (ASA), The adverts in question were found to be
Tbilisi on 17 Association (IBIA), as the operators failed to ensure they in breach of the Committees of Advertising
October which will fight were not directed at children. Practice (CAP) Code, section 16.3.13.
corruption in
LottoGo, Dunder and Betfair said their This section states marketing
sporting bodies
and affiliates adverts were placed by affiliate Tapjoy, and communications for gambling must
have since terminated contracts with it. not be directed at those aged under
The adverts appeared on the 18, through the selection of media
Looney Tunes World of Mayhem app in or context in which they appeared.
February, a game based on the Warner The app itself also had to accept blame
Brothers cartoons. for the complaints caused as it had been
William Hill said it has blacklisted the marked to display “mature gambling”
app and would not advertise within it marketing. This was reportedly done
through Tapjoy or any other affiliate. in error and has since been corrected.
30
Better Collective
announced the
The Gambling Commission has written Catena Media
$10m
establishment of a
to operators, reminding them to ensure new credit facility began its first
affiliates do not offer free-to-play games with Nordea Bank affiliate campaigns
without age verification controls The years of in Mexico. Google
($45.4m) experience in sports Ads opened PPC for
media and publishing
DKK
casino terms in the The total figure
Gerry Ahern will be market in April
bringing to his new XLMedia could
losers
spend in its new
6 June
role as Director of
share buyback
300m
North American
Content at Gambling. programme
com Group
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briefing
PASS NOTES
Affiliates and US sports betting
The US and sports betting. Can affiliates be the individual regulatory hurdles. The process for affiliates
ever hope to land a bigger opportunity? is straightforward in New Jersey, but Pennsylvania is more
The market certainly represents a great chance for small complicated. Different types of affiliation require different
affiliates to grow and big players to cement positions, fees. Revenue shares, for example, demand an application
but it is a fractured market. cost of $2,500 and a certification fee of $5,000.
Why is it broken?
It’s not broken, it’s just that each state represents its Will it be worth it for affiliates to operate
own market, and with that comes requirements unique in every state possible if it’s so difficult to
to each one. get into them in the first place?
They will have to decide for themselves, state-by-state.
So there’s no one-size-fits-all approach? But if the big acquisitions are any indicator, there is a
Not at all. Some of the most challenging aspects will lot of money to be made.
quote unquote
“The in-play market continues “He comes with many years of “Becoming FunFair’s first white
to grow. However, there is no managerial experience from label with Crypto Casino gives
content to help customers make within the industry and will us great satisfaction. We’re
informed decisions on live bets in help set an ambitious content extremely confident in our brand,
the market. We see an opportunity vision that will empower the the platform and the innovative
for the in-play content market and Better Collective brands, such as affiliate technology, and we can’t
if we are successful with football, Bettingexpert.com, even further. wait to take Crypto Casino and
we can then move into providing This will ultimately lead to a its players to the moon.”
in-play content for other sports.” better experience for our users.”
Andrew Synnott, Racing Post’s B2B Better Collective CEO Jesper RakeTheRake’s Founder and CEO,
Marketing Manager, on the launch of Søgaard on the appointment Karim Wilkins, on the affiliate’s
Intellr’s new in-play football product of Shane Anderson as Group expansion into blockchain
Content Lead
VISIT US AT AAC 2019 – STAND H10
the digits
Traffic report
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Event Preview: iGB Live 2019
We give you a rundown of what to expect from the second iGB Live
at the RAI Amsterdam Convention Centre, from 16 to 19 July
Returning to Amsterdam for its sophomore edition, iGB Live four rooms will be Elevator, Counsel, The Hive and
will expand and house more exhibitors and sponsors, grow Boardroom. Alongside the conference rooms will be
its conference theatres, and host more networking parties a space dedicated away from the expo floor noise to
in Amsterdam’s most exciting spots. More than 5,000 online have private meetings. There is also a refreshment area,
gaming professionals are expected to attend the event, lunch provided and a free bar available in the afternoon.
which will be held at Amsterdam RAI, the biggest exhibition The iGB Affiliate Amsterdam conference will be run in
space in the Netherlands. It is free to register and attend the congruence with iGB Live HQ. After busy conferences at LAC
exhibition; the only requirement is to be above 18 years old. in February and LIAC in October last year, the Amsterdam
Born as an evolution of EiG and the iGaming Super Show, Affiliate Conference promises more of the same. It will also
iGB Live 2019 has established itself as one of Clarion Events' be spread across 17 and 18 July, with a networking lunch
leading shows. Senior-level operators, decision makers and available on each day.
directors from powerhouse names within the industry and The talks from industry experts will cover well-discussed
notable brands outside it are already signed up. topics and provide new angles from which to understand
Networking events are spread across 16 to 19 July. They and implement them. A discussion titled 'UX meets SEO'
include welcoming drinks, VIP B2B events and parties later analyses the increasing importance of the user experience
on in the evening. The exhibition provides a focus on new for first-page ranking, for example. Panellists will also examine
technology. Innovative products from the fields of VR, live fresh opportunities provided to affiliates in new markets.
streaming and CRM techniques will be on display. The iGB Live Start-Up Launchpad is open again this year.
Stuart Dacre, Event Director, said: “Each event in the iGB Applicants submitted their start-ups with the chance to
portfolio is proud of the content it offers, highlighting the pitch in front of industry leaders and investors. Last year,
industry trends and needs, narrowing in on the specifics, then two companies tied for top spot. Moonify.io and Betflow.com
following through with takeaways ready to be applied to any shared the award. Five finalists are chosen to receive delegate
business. iGB Live 2019 is no different, with two free-to-attend passes to iGB Live 2019, with the winner getting a free
theatres; iGB Affiliate Amsterdam and iGB Live HQ. This year’s exhibition stand at the 2020 show.
content will be mega.” The Totally Gaming Academy, part of Clarion Events,
iGB Live HQ, the exhibition’s conference, returns this year will be providing a number of learning opportunities at
following its 2018 launch. The speakers will cover a range iGB Live this year. A 45-minute session, delivered by Tom
of industry subjects on 17 and 18 July. Attendees can expect Galanis, Course Director for the Affiliate Management
debates on hot topics such as crypto-currencies, esports and Academy at Totally Gaming Academy, will take a look at
player protection. There will be specific regional focuses and the importance of investing yourself as a vital part of your
an analysis of the relationship between affiliates and operators. business plan – a necessity, not a luxury. This session will
The speeches, debates and panel discussions will be divided also provide a glimpse of Totally Gaming’s new affiliate
into four different venues. Just as it was at ICE London, the management training suite.GVC AD BAN PLAN
Would GVC's ad ban plan boost
affiliate marketing spend?
Matthew Enderby looks into the effect TV ads have on affiliates and
what GVC’s proposed ban in the UK could mean for the industry
norbert varga
Did anyone take GVC Holdings’ call to drop arms seriously? He says: “Overall, this ban could be a positive step. People
In April, the operator spoke to the UK industry and asked who bet are aware of betting platforms before the event.
to end sports betting broadcast advertising on live and They don't necessarily need incentives during the event and
repeated televised sporting events. in a way it could spoil the viewing experience itself. The
The company went on to announce new responsible viewers who want to bet will do so anyway; let the other
gambling initiatives, including provisions for specifically ones enjoy ads about cold drinks. This will provide a cleaner
promoting responsible gambling and safer gambling experience of the game with less pushy advertising.
campaigns, limited to one advertisement per break. “As affiliates, we do see changes in a specific brand which
Oren Arzony, Marketing Manager at affiliate House Tech is advertised on TV, because more people search for it, some
Ads, can see positives in this initiative, but indicates it arrive at the brand itself and some start by reading reviews
could still slow down traffic. or news about said brand – and this is how it affects us."At OnlineCasinoReports.com, we cover high-profile sporting
events, with commentary and odds, and we can definitely
notice more traffic directed to the advertised brands
during their TV campaigns.”
GVC said the voluntary pre-watershed, whistle-to-whistle
ban announced by the Industry Group for Responsible
Gambling (IGRG) in December does not go far enough, and
wants other companies to “join it in helping to revolutionise
the marketing of gambling brands.”
Announcing the campaign, GVC CEO Kenny Alexander
said: “Increasing investment in research, education and
treatment ten-fold by 2022, funding treatment centres
and using technology to intervene before a problem
develops, alongside our existing behavioural analytics,
brings to life our commitment to be the most trusted
and enjoyable betting operator in the world.
"The industry should and can do more to protect the
vulnerable, and today’s announcement demonstrates
GVC’s commitment to delivering on that."
Is there any doubt most operators need an overhaul of
their advertising efforts? No, nobody is questioning that. Norbert Varga
Should responsible gambling measures feature higher
on the priorities list of companies and receive financial
commitments? They certainly should.
But what does raise eyebrows is that GVC did not appear to investors, drawing their attention away from more challenging
make a commitment itself to stop advertising on television. aspects of the business.”
After publishing an in-depth press release and causing a GVC has however, begun to put its plan into action and
stir, it seems the operator has no actual intention itself recently donated one of its shirt sponsorship rights to a
of cutting down its TV advertising. This may change if it charity. Betdaq, owned by GVC, confirmed in May it had
sees its rivals pledge to the same cause. given its shirt sponsorship of Sunderland Football Club to
The first indicator that this is not necessarily a move to the Children with Cancer UK charity.
help with problem gambling was the omission of horseracing. The operator will continue to pay until the deal runs out
Just as with the whistle-to-whistle ban, horseracing next year, and will see the charity’s logo on Sunderland
has wriggled clear of the tightening expectations and
voluntary regulations.
If GVC views TV advertising as a cause of problem gambling,
then surely horseracing would need to be treated as any
other sport. The vertical has its own population of problem
“I hope most people in the industry can see
gamblers who also need help with the steps to recovery.
But the fact is horseracing has an accepted relationship
how cynical this operator’s call is - it’s
with gambling. A horseracing event or broadcast will be
punctuated with gambling advertisements and that
probably best viewed as a PR stunt. They
seems unlikely to change any time soon. The horseracing
industry needs these ads to survive. own some of the biggest established betting
Due to these limitations and other contributing factors,
GVC’s call to the industry has been described as more brands in the UK, with some of the largest
of a publicity activity than a proactive solution to
problem gambling. existing customer bases, so such a ban
Norbert Varga, Director of online gaming marketing
company NWM, says: “I hope most people in the industry would probably work out well for them”
can see how cynical this operator’s call is - it’s probably
best viewed as a PR stunt. They own some of the biggest
established betting brands in the UK, with some of the
largest existing customer bases, so such a ban would shirts until that point. GVC confirmed to Gambling Insider
probably work out well for them. this is part of its Changing for the Bettor campaign and
“The type of ban they are calling for would likely force aims to extend it to other clubs. Betdaq is also the shirt
many smaller operators out of the market, as they would find sponsor of Charlton Athletic. The team and operator have
it next to impossible to acquire market share. Of course, this been in partnership for three seasons, so GVC could have
would then benefit the huge, well-established operators, who another platform available to use if it sees fit, should
would not only find it easier to keep their existing customer the partnership continue.
base, but would likely vacuum up customers from the While doubters will always exist and suggest this is still more
many smaller operators forced out of the market.” of a PR stunt than a proactive method of derailing problem
Varga also sees another potential reason for the campaign, gambling, exposure for the charity is a positive move. GVC could
adding: “Mind you, let’s not forget this particular operator’s perhaps quell questions of intention by involving gambling
call for a ban might just be an effort to placate their own charities which specifically deal with that cause in its next steps.Data from Regulus Partners shows nearly half of the
£1.56bn ($1.99bn) spent on marketing by gambling
companies in Great Britain between 2014 and 2017 was
online. Television only made up 15% of the total during
that period, indicating operators are not getting what
they used to from TV and are keen to spend elsewhere.
Broadcast advertising did experience a rise in its total
marketing spend, climbing 15% to £234m in 2017, but
this does not match the amount operators are spending
on affiliate ads.
The money spent on affiliate marketing rose 2% in that
period, to £301m. The commercial online spend on affiliates also
saw an increase in the three years examined by the analysts,
rising 3% to £295m. While these are not the biggest categories
of online spending, they both show the potential for affiliates.
In addition, the current climate around betting advertising
could lead to an even higher allocation of funds to affiliate
marketing. The whistle-to-whistle ban announced at the end
of last year only comes into effect this summer, so that will
reduce the TV spend even further.
Oren Arzony No longer looking to snap up prime spots before and during
major sporting events, operators will have to find different
ways to generate attention and new leads. Affiliates should
be ready and waiting for this opportunity.
Despite not drawing stellar reviews from the industry, There is of course a big risk associated with operators
GVC’s proposed ad ban may come to benefit the affiliate moving considerable chunks of spending into affiliate
world. To remove these televised ads will not exert a hugely marketing. The gambling industry is familiar with controversy
detrimental effect on the affiliate space, as Arzony explains. and a temperamental public perception, but TV advertising
He says: “In general, gambling ads during sporting events currently draws much of the negative attention.
do not have a noticeable impact on affiliates, since these Ads on TV are right in the face of consumers. They might
events in their nature are very limited in time; the viewer have no association with gambling, they might be bettors
has to react quickly and sign up. In a sense, this ban could themselves, or they could have a more negative connection.
re-regulate traffic flow to different channels, affiliates included." That benefits operators, as it draws in a whole new batch of
On top of that, if GVC was to pull the plug on TV advertisements players, but it is also to their detriment, as the general public
tomorrow, this does not mean it would stop marketing altogether. can grow weary and frustrated with the number of betting
Just because it is one of the world’s leading gambling companies ads it has to sit through. This is good for affiliates at
does not mean it has any right to relax and think the work is done. the moment, as they are free of most of those negative
connections (see our interview with Clive Hawksood on
p22). They might however find these coming their way if
TV ads are turned off completely.
"In general, gambling ads during
But there may be a buffer standing between affiliates
and negative attention from the mainstream media.
Social media marketing saw the highest increase in spend
sporting events do not have a between 2014 and 2017, jumping 53% to £149m. While
affiliates received £152m more than this in the timeframe,
noticeable impact on affiliates,
the increased use of social media channels like Facebook
and Instagram as marketing tools is clear to see.
This will undoubtedly be a target of campaign groups
since these events in their nature further down the line, as they shift attention away from
dwindling gambling TV ads. But as those groups look to pick
are very limited in time; the viewer
out and eradicate what they believe are negative influencers,
they may turn their attention to the affiliate world.
This could add further tension to already strained
has to react quickly and sign up. In relationships between affiliates and operators.
As is often discussed in conferences around the world,
a sense, this ban could re-regulate
the onus is on the operator to get the right message across.
Affiliates that do not pay close attention to the
developments with gambling advertising on TV need
traffic flow to different channels, to reassess their outlook on the industry. While the ads
themselves may not have the biggest impact on player
affiliates included"
traffic, their removal could prove pivotal to the affiliate sector.
If major businesses like GVC do decide to pull the plug
on their broadcasted marketing schemes, whatever the
intention, affiliates have to be ready to increase their share
in operators’ marketing budgets.RAIG
The problem of perception
Responsible Affiliates in Gambling (RAIG) Chairman Clive Hawkswood
speaks to Tim Poole about the perception of the affiliate sector, outlining
what the new UK-based body aims to achieve
What exactly will your role involve day-to-day at the RAIG? diverse companies and trying to get consensus; hopefully
I’m Chair and it’s not a full-time job. It should be a few days that will be of some use.
a month, like most Chairman roles. I’ve been involved in
the last couple of months, helping the founding members, Before we move into affiliate-specific questions, what
Better Collective, Oddschecker and Racing Post set it up. was it like being on the political side of things when
you worked for the UK Government?
What are the main skills and lessons you can take from I’d worked in the betting industry in my younger days. Before
your previous role at the Remote Gambling Association joining the online association, I worked on gambling policy
to apply at the RAIG? within the government for six years, first at the Home Office
I think the first one is a good understanding of the gambling and then the Department for Digital, Culture, Media and
industry and the importance of marketing and advertising Sport (DCMS) when it was transferred across. It is a useful
to it. Consequently, for affiliates, particularly as regulation perspective, because you do see things from that side. While
creeps out into the wider sector, that’s the drive for setting for people in the industry, this is our whole world, this will
up a new affiliate body. That’s direct regulation or indirect only be covered by a small number of officials in government.
regulation imposed by the Gambling Commission on Beyond that, most politicians won’t ever even think about
licensed operators contracted with affiliates. gambling. One of the problems we always face is gambling
There’s also what some people call the existential threat. is never a vote winner - it can only be a vote loser. So we’ve
Why has the mood changed against the gambling industry? got that natural in-built dynamic. That’s why a lot of senior
We’re focusing exclusively on social responsibility, which has people in the industry said the best thing we can do is stay
become the sole area of any interest to the wider world. On below the radar and not be debated. But we are a good
the practical level, I have a lot of experience working with few years off that state.AFFILIATES COME IN
ALL SHAPES & SIZES
REGISTER YOUR BRAND TODAY
www.affiliate.kitchenPersonally, even if it’s just a small number of other affiliates, I would
like to see some of the smaller affiliates involved. While the issues
may be the same, the ability of companies to address them can vary
pretty dramatically based on resources, which is true of any industry.
If we were looking to do something around a code on something
or raising standards, it’s no good if only the big players can do
it. That’s what I’d like to see; it would be disappointing if the
membership doesn’t increase significantly over the next three to
six months. But we’re not talking about 1,000 people joining. What
we’d like to do is come up with some good guidance documents
and recommendations that are made public to everyone, even
without joining, to improve the reputation of the industry.
Can you see the RAIG branching out into tackling
commercial issues further down the line?
We’ve discussed everything under the sun. Again, lots of affiliates
have been thinking about industry issues for a long time. It was
difficult for me to talk to people before the launch. Having had
the launch, we are now able to speak to people more freely.
People in the affiliate sector have been so helpful in giving me
their time and sharing what discussions they may have had
with others. That’s all going into the pot.
Likewise, I’ve had a meeting with the Gambling Commission,
DCMS and Advertising Standards Authority. Whether we accept
them all or not, at least we’ll all know what the issues are for
them. It’s just that big melting pot at the moment; we’re
chucking it all in and we’ll come out with a work programme.
People need to have realistic expectations. We’re not going to
solve all these issues in a year or two. We’ll have to prioritise
some and, hopefully, bring as much of the wider sector as we
can along with that.
You’ve talked about certain affiliates letting down the industry
Clive hawkswood as a whole. How do you aim to combat this in the future?
You can’t. Every industry and sector has this. It can be a
combination of having some bad actors. But some companies are
perhaps on the margins of profitability and have to cut corners
You’ve previously mentioned the difficulty of bringing rival to keep going. What we can do is get better at separating the
companies together to form a body such as the RAIG. Are perception of the outliers and the bulk of the industry. Because
you confident the affiliate sector will encourage this kind affiliates haven’t really had that voice or a way to engage with
of co-operation? politicians, everyone is tarnished by some horrendous story
I am very confident. Clearly, it’s such a diverse sector. We can’t and the Daily Mail runs with it. Everyone then thinks that’s what
even agree on how we define what an affiliate is. But obviously, affiliates are like. Of course, that’s not what affiliates are like.
it will be good to have some smaller affiliates on board, just Nobody’s going to run a story on how good or commercially
to get their views and make sure it’s not just the views of the successful affiliates are. There’s one which always comes up
bigger companies. As with a lot of industries, you need some when you talk to the Gambling Commission. An affiliate ran an
big players to get behind it and show their support. It’s helpful advertorial about someone whose wife was getting cancer
looking solely at social responsibility; we’re not looking at treatment and he had this big win. What was going on in their
commercial issues. The large players certainly get that affiliates mind? How was that ever going to be received well in the public
need to be seen to be proactive in this area. eye? The truth is most affiliates are nothing like that and are
I have genuinely been very encouraged by affiliates’ views heavily regulated. Then, alongside that, there’s a commitment
being very similar and chiming a lot. Realistically, it will be to go further when we can.
a transition; it’s a new association and people will have a lot
of questions. We’ve deliberately not finalised everything, What other challenges does the RAIG face?
particularly around the ongoing work programme, because One of the early challenges is developing some policies. If people
we wanted the views of others first. The next three to six months ask why you can't do this or that, we can say we’ve looked at that
are a chance to have that dialogue with other companies and we can’t, but here’s what we can do instead. So the next time
and hopefully they’ll feel it’s worth getting involved with. a horror story comes up, we’re in a much better position to say
that is not representative of the sector as a whole.
Are you expecting any new members to join and have It won’t be easy. We’re not starting from scratch. There are a
you had any talks with specific affiliates? lot of affiliates out there; some started talking about this kind of
I think we haven’t taken a view on it. We’re never expecting thing three years ago. Others have done a lot of work. But we’ve
a rush of members, simply because it’s not something people got to be realistic and say this will take a while. We can try and
should jump in with both feet towards if it doesn’t work for get some credibility; first by engaging other stakeholders and
them. That’s just a natural progression over the next few months. then creating a credible work programme.NOT ALL AFFILIATE
PROGRAMS
ARE THE SAME
GRAB A GREAT DEAL
www.affiliate.kitchenmilica ristic
Working together:
CRO and search intent
Speaking at this year's AffiliateCon Sofia, Milica Ristic, SEO Specialist
for affiliate Better Collective, talked the audience through how different
departments can come together to optimise CRO
Let's start by talking about what makes a really successful What you do next is maintain consistency with your
SEO campaign. The general idea is that if you have amazing content and your pages. You need optimised call-to-action
SEO people working on your website, they can drive a lot of (CTA) buttons and pullout text. You need to be transparent.
traffic and then your traffic will start increasing. The reality Do not pile up multiple products on one page. You don't
is actually quite different. People often use a lot of server want people to sign up for a newsletter on a page that you
bandwidth on things like consumer research and competitor actually want them to convert, so don't give them a huge
research. You invest in your copywriters and you produce pop-up just asking them to sign up for a newsletter.
content to optimise previous content that is already presented Doing your homework is always going to be important.
on the website, and you're actually burning a lot of money. Dive deeper into search intent and look into your traffic
What you should actually do is spend more on converting numbers. Conduct comprehensive SEO research like keyword
more people to your website, because this is of course the research, competition research, and then collate all the data
ultimate goal. You want a much bigger portion of your website from your SEO people.
traffic to actually convert. How do you achieve that? First Look into the numbers and try to detect what users are
things first, you have to be present on all possible devices. actually searching for. What is the basic need they want to
Once you are on top of search results, you will attract some satisfy with your website? After that, look into the content
really amazing traffic. performance metrics, like bounce rate, exit rate, time spenton the page, whether players scrolled down etc. You can
get all that information from tools such as Google Analytics.
Try to detect what portion of your traffic is bringing you
traffic, but is not really converting. You can push commercial
elements on that page a little bit more to satisfy the commercial
need behind the search intent. Giving people what they want is
the main thing, but before you do that, you first have to find
out what the search intent behind that is.
Breaking down the data
There are three main funnels to divide the stats behind
the conversion journey in online gaming. The first is the
informational data. When users want to read the news,
this kind of content will give you conversions, but it will
be a really small percentage.
The second one is research. Are users interested in
signing up with a particular operator? Are they interested
in actually placing a bet after they've signed up?
Finally, there is the transactional data. When have they
actually decided to convert? When have they looked for
terms like bonus offers, sign-up offers and promotions
related to a specific operator?
I will use the example of a Better Collective German site
called Wettbasis. We are providing sports news on this page,
but we managed to push an element that can potentially milica ristic
convert the user.
This is a really small portion of the conversion point where
we point them towards our bonus pages.
Sometimes you will satisfy the user's need right from the emphasised the odds for bets we were actually tipping. We
search results, and that is fine, because with the right search also included a huge CTA button in the middle of the text.
strategy, you can attract a lot of traffic and click-through rates. The main point here is that those kind of pages are really
If the user wants to learn more, they need to click and you engaging. Even before we did this, people were reading the
should be prepared and make sure that page actually works. content and scrolling through it, but they were not converting.
With transactional information, we can see what is about After we changed our plan, we actually converted a huge
to unfold. I use mobile, because it doesn't make that much portion of traffic. We increased conversion by 62%. The project
sense to use desktop nowadays. was redeemed because we sat down together and talked
Do not be afraid to collaborate with different departments. about the problems we had. We were investing a lot in SEO
If you have your conversion rate optimisation and SEO teams without actual conversions, and this is the main point.
ready, then you can bring them together and brainstorm After we recovered, we applied more features to the page
once a month. This will bring a lot of good results. and excluded all the redundant and duplicated content that
appeared on the page. Any duplicated team names or tips
How this works in practice were removed.
In our case, our gaming performance and digital intelligence The main takeaway from this is the importance of
teams brought their knowledge together to discuss the brainstorming and talking to all the relevant colleagues. You
same topic – SEO. They were talking about a Better Collective should always base decisions on data and collaboration on
Portuguese website servicing a Brazilian website. There top of the data is key.
was a lot of betting tip content on there that brought
us a huge amount of content. The truth though is that
only 2% of people converted. We tried to find a way to
optimise the page.
We worked around the problem by carrying out extensive
traffic analysis. We had negative results, but we continued to “The project was redeemed
optimise the pages, and finally, we got a positive result.
First, we pushed odds for the main three markets and made because we sat down together
them more visible. We looked at heat maps. People didn't
recognise what kind of conversion journey we wanted for and talked about the problems
them, and instead of clicking on links, they were clicking
on odds which were not clickable. We had missed the point. we had. We were investing a lot in
We managed to get a slight increase in conversion, but the
rate still wasn't high enough. SEO without actual conversions,
We joined forces with digital intelligence and our colleagues
showed us how to structure the page correctly. Since the user
is looking for a specific match and the tip on that match, we
and this is the main point”
included a table of different operators. We gave them a
choice of which operator they wanted to go with and wequanta
Making blockchain
work for affiliates
Kostas Farris, CEO of blockchain lottery supplier Quanta, on what
needs to happen for blockchain to become more widely accepted in
online gambling, particularly through affiliates
Others are working with the hugely popular pay-and-
play casinos that don’t require players to create an account
to play – they simply make a deposit via their bank account
and away they go.
In the sports betting world, there has been a surge in affiliates
promoting esports betting brands and again, creating dedicated
pages and sections on their sites to do this.
Of course, as these points of difference become more common,
affiliates will have to look elsewhere for growth and to offer their
readers something different. But what will this be?
Blockchain has yet to make a significant impact on the global
online gambling sector, but operators and developers are
embracing the technology and momentum is building.
In the same way a small number of operators started offering
PayPal and now the majority do, the use of blockchain will increase
over the coming months and years. There are already online
gambling sites powered by blockchain – Quanta is the first licensed
blockchain lottery operator, for example, with more to follow.
Kostas farris Given it is still early days for blockchain and online gambling,
this presents a huge first mover opportunity for intrepid affiliates
seeking new growth opportunities. Of course, affiliates that
do decide to work with blockchain operators will have to play
Online gambling affiliates are always looking for ways to drive their part in the education process that needs to take place for
growth, whether through signing deals with new operator partners consumer confidence to rise.
or entering new markets. Before looking more closely at how that can be done, it
One of the biggest opportunities at present seems to be the US, is worth clarifying how the relationship between affiliates
which is slowly opening up to legal online sports betting, casino and blockchain operators works.
and poker. But growth can also be found elsewhere, particularly Here at Quanta, our affiliate partners are paid using a mix of fiat
if affiliates are prepared to work with highly-innovative operators currency and our utility currency, the Quanta Game Token (QGT).
that are pioneering new products and services. For example, They can earn more of these if they meet certain KPIs too. Our
some affiliates have taken advantage of the growing number of affiliates can also provide additional incentives to their players by
operators offering PayPal, with many having dedicated pages to running promotions and rewards using these QGTs.
PayPal casinos. The same applies to bitcoin. The key to unlocking the full potential of blockchain gambling
is the proliferation of business applications in different industries
based on blockchain, and also to educate consumers about the
technology; what it is, how it works, the benefits it offers etc.
"Just as they have done with This is where affiliates can really come into their own and
leverage the high levels of trust they have built with their
bitcoin casinos, affiliates should create readers and players.
Just as they have done with bitcoin casinos, affiliates should create
dedicated pages for the blockchain gambling dedicated pages for the blockchain gambling brands they work with.
brands they work with. In addition to this, In addition to this, they should produce detailed articles, features
and guides so that consumers can access all the information they
they should produce detailed articles, need to properly understand the technology.
If affiliates can educate their readers and convince them of the
features and guides so that consumers many upsides blockchain gambling websites offer, it won’t take
long for mainstream adoption to take place. This in turn will further
can access all the information they need open up the opportunity for affiliates to drive players to new brands
and take their earnings potential to the next level.
to properly understand the technology" Of course, the affiliates that decide to partner with blockchain
operators now will be ahead of the curve and in the driving seat
to cash in.Free for affiliates
Two days of networking
Luxury venue with terrace overlooking the mountains
30 leading and exciting affiliate brands
High quality talks delivered by more than 25 expert speakers
500 affiliates
13 - 14 MAY 2020,
SOFIA, BULGARIA
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Dedication from
both sides
The 1xBet affiliate team discusses how to
take an affiliate business to the next level
Affiliate managers have a challenging yet extremely rewarding to have a partner who recognises this and keeps you in the
task – to propel their affiliates to the front of the pack. This is only loop 24/7 with current creative banners, changing odds and
possible with dedication, know-how and a top, innovative brand. important event updates.
Affiliate managers need to be fully prepared and equipped, Remember to inform, but don't inundate your followers with
especially in the hyper-competitive industry of online betting. information. There’s a fine line between the two and it's a balance
There are many factors they need to consider before success which needs maintaining at all times. Information can certainly
can be achieved. Targeted campaigns, for example, are necessary, be repeated at decent intervals, but it needs to be palatable and
as are unique approaches for each affiliate. Gone are the days of enjoyable. A general rule of thumb: if you don’t find it interesting
the one-size-fits-all approach which so many brands unfortunately or appealing, your followers probably won’t either. Try to provide
still cling on to. A higher level of customisation is necessary to unique value every time you suggest a product.
stand out from the crowd. A successful affiliate knows this and
has a great brand which facilitates it. Mobile App
Can an affiliate programme transform your business? Well, like App Store optimisation is a must. Be sure to make full use of all
any partnership, succeeding requires dedication from both sides. differing character limits and the importance each algorithm attaches
It also requires a top-quality product which will appeal to your to certain elements of your app. UX design can be a make-or-break
customers. But, no matter what your platform, there are certain element too, with the simpler approach often being the more
tried and tested tips which can help boost your profits. effective. People will find your app, but after that, it's up to you to give
them a high-value experience adding weight to any adverts shown.
Website Whatever your platform or content, it's imperative you find
More original content is a sure way to boost traffic, but it's vital this a successful affiliate programme that employs the latest technology,
content is of value to the reader. Try quality instead of quantity, in together with valuable proven experience. Obviously, a superb product
terms of brands promoted. Menus need to be simple and intuitive, is another prerequisite. Some key factors to look out for include:
making visitors want to explore your site further.
High lifetime commission on all products: highest
Blog residual income potential
Create tutorials (such as how to register, deposit and bet) to interest
and inform visitors. Incorporate a power brand in any mailing list Top conversion rates: less wasted traffic
newsletters and make sure you have attention-grabbing headlines.
Creating funny viral videos and infographics can engage your Automatic weekly payments: enabling quicker reinvestment
audience and keep them returning. Establishing a unique identity of your profits to improve your business
and personal brand are key to forming connections in an amiable
way. While blogs are also about content and value, it's imperative Premium marketing support: personal 24/7 assistance
it feels personal – your audience should feel like they know you.
The bottom line is when choosing a brand to partner with,
Social Media make sure their affiliate programme has the vision and resources
It’s crucial for social media to be at the forefront of breaking to make your dreams come true. Every affiliate is different and,
news, opinions, trends and special offers. That’s why it’s important as such, deserves a unique approach crafted solely for them.Relaxed atmosphere
Exclusive networking party with free drinks
Sweet shop & video games tournaments
First-class food & drinks
Masseuse
DJ & Singer
13 - 14 MAY 2020,
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REGISTER YOUR INTEREST NOW! AffiliateCon.comtAL RON, DRIHEM & CO.
Oceanian markets present
new challenges
Tal Itzhak Ron and Stephanie Attias of law firm
Tal Ron, Drihem & Co. discuss the terms of new financial
services regulation in Australia and Vanuatu
In the past year, we have seen a wave of tightening regulations Trends for ASIC brokers
in Europe, the UK, Asia, and recently Australia relating to the Recently, we have seen an exodus of those brokers moving into
fin-tech, FX, CFD and crypto industries. This increased scrutiny offshore jurisdictions (Vanuatu, Belize, Bermuda, Bahamas, the
started when the European Securities and Markets Authority (ESMA) Cayman Islands), while some of them also found a safe place within
implemented various leverage caps and marketing restrictions. European jurisdictions. The most popular move we see occurring
Recently, the Australian Securities and Investments Commission nowadays is the migration of non-Australian client bases into offshore
(ASIC) decided to go down ESMA's route and increased regulatory regulated entities, while opening banking facilities in various reliable
requirements to create a fair and honest market for retail traders, financial centres. There are some ASIC brokers still sitting on the
whether located in Australia or abroad. fence waiting to see what their competitors do, while already having
If Australia was once considered a regulatory safe haven for multiple licenses set up for a rainy day.
brokerages, this is no longer the case. ASIC has recently set up
a set of strict rules and submitted a data collection notice to Has this regulatory scrutiny reached offshore jurisdictions
brokers regulated in the country. Australian brokers were requested such as Vanuatu?
to provide an extensive list of information by March 2019. Yes. Lately, we have also seen changes relating to Vanuatu's
Australian brokers are asked to provide ASIC with a detailed regulatory requirements. The new amendments require each
breakdown of client numbers before and after December company listed in the financial dealers list to have a director or
2017 by age, account size, income, and the number of clients manager which must (a) be a natural person, and (b) have at
transferred from overseas between January 2018 and March least five years' experience dealing in securities. It also became
2019. ASIC also demands information relating to the broker's an obligation for such director(s) or manager(s) of the company
business strategy, a breakdown of the broker's A-Book and to reside in Vanuatu for six months within each year. The purpose
B-Book, as well as the criteria used by the broker to assign of this new amendment is to allow the Vanuatu Financial Services
clients to different books. Commission (VFSC) to monitor licensees under the Act and
The regulatory trend worldwide is towards greater scrutiny conduct onsite inspections locally.
and increased transparency of brokerages and their business Each company listed under the VFSC will have to operate from a
strategy. Nothing is left out from liquidity partnerships, hedging physical premise located in Vanuatu, which maintains the following
counterparts, referral agreements, white labels and every aspect systems: a filing system; a management and accounting system; a
of the broker's business. business continuity system; and a software system with a server.You can also read
