Gambling has become more popular than ever. This is due, in large part, to the growth of the online gambling scene in recent years which gives more people access to the games they love — and has encouraged more relaxed attitudes and laws from governments and organisations that are now looking to benefit from this bourgeoning industry.
Statistics show that around 26% of the global population gamble, with around 1.6 billion people gambling. And more and more people are now playing casino games and gambling online. Statistics showed that the gambling spend in New Zealand beat records in 2020.
The gambling marketplace continues to grow and is expected to reach an all-time high of 158.20 billion in 2028. The reasons it has become so popular include everything from the games becoming much better to the growing adoption of smartphones, advancements in IT, and the increasing spend of those who play the game.
The popularity — and chance for revenue — has meant that there has been a huge increase in the competition when it comes to online casino providers, who are all fighting for players to try out their site, in a bid to attract loyal customers. And with government regulations changing in favour of gambling and online casinos, especially in places like the UK, the marketplace has become incredibly saturated, and providers are seeking out that all important edge when it comes to the competition.
But what are the ways in which they’re doing this? The term you need to know is ‘affiliate’.
What is an affiliate?
An affiliate, in the simplest terms, is an ‘official attachment’ from one business to another. This includes a contract or agreement. In corporate taxes and law an affiliate is when a company is related to another one, usually in the form of a subsidiary.
As a part of online retailing, the affiliation is usually when a seller has a website on which affiliates sell their products; the seller pays a commission to affiliates — a relationship that is better known as ‘affiliate marketing’.
Why is it effective?
Affiliate marketing works because it spreads the responsibilities of product and service marketing across parties, thereby leveraging the abilities of a variety of individuals which creates a more effective marketing strategy overall – and provides contributors with the ability to share the profits. Affiliates can get paid in a variety of ways including pay per sale, pay per lead and pay per click!
There are loads of great reasons why individuals or organisations get involved in affiliate marketing. It provides a passive income, does not require customer support and allows many to work from home. While also being cost-effective and convenient and flexible.
How do online casinos utilise the power of affiliate marketing?
Affiliates can help players to make a choice. In the online gambling industry, affiliate websites rank and rate gambling website, showing players the best places to get discounts, the best bonuses, and various other features.
Affiliate websites are great for casinos as they highlight to potential new players the benefits of their particular site over others. They are also fantastic for the players to as they allow them to see which is the best site for them to play on. They can also have peace of mind knowing that the site that they have chosen to play on is secure.
Affiliates can also rank specific sites such as slots, blackjack poker and more. Rather than just generic casino sites so that players can make sure they choose the right site – and game – for them.
Having that overview of all the best casinos and their features helps players to make great choices when it comes to who they want to invest their playing time with.
Affiliate marketing trends for 2021
If you are interested in affiliate marketing, here are some of the top trends you should know about over the past year.
Improved affiliate attribution and reporting
Affiliate platforms are providing new attribution models as well as reporting features so you can see a cross-channel, full funnel view of how individual marketing tactics work in combination. Using this full picture, you can better structure your affiliate commissions.
Influencer niches becoming hyper-targeted
Consumers are now using long-tail keywords and making searches for very specific services and products, which means that influencers can leverage they niche to achieve success in affiliate marketing.
While influencers don’t always send high amounts of traffic, their audience is targeted and credible which has the potential to lead to much higher conversion rates if done properly. An influencer’s audience tends to be loyal and trust recommendations made by the influencer.
Affiliate marketers are becoming more clever
With some merchants receiving a large portion of revenue from the affiliate channel, they can become too reliant on their partners. This means that the affiliate marketers can leverage their status to receive higher commissions. Affiliate marketers are definitely moving into the driver’s seat when it comes to the marketplace, especially those who have been long in the game and have become savvy to what works best.
An affiliate site in the online gambling industry aims to protect players by advertising and reviewing gambling sites that are secure and have protected payment options. Affiliate sites are also beneficial to a player as they list the best discounts and promotions on offer, saving the player time on searching for the best bonuses available.
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