What is affiliate marketing?
Affiliate marketing is a performance-based marketing strategy where businesses partner with third-party affiliates who promote their products or services. Affiliates earn commissions for driving traffic, leads, or sales to the business, making it a cost-effective way for brands to expand their reach and grow their customer base.
How does affiliate marketing work?
Affiliate marketing involves three main parties:
- Merchant (iGaming brand): The company offering products or services to be promoted.
- Affiliate (Publisher): A partner who promotes the merchant’s offerings through various channels such as websites, blogs, or social media.
- Customer (Player): The end-user who engages with the affiliate’s content and converts by clicking on a link, signing up, or making a purchase.
Affiliates use unique tracking links, often provided by affiliate networks or software, to ensure accurate attribution of traffic or sales. iGaming brands typically pay affiliates a percentage of revenue, a flat fee per lead, or a combination of both.
Read more: What is deeplink?
Why is affiliate marketing used?
Affiliate marketing is popular in the iGaming industry because:
- It minimizes upfront marketing costs by only paying for results.
- Affiliates bring highly targeted traffic, often reaching niche audiences that brands may struggle to access directly.
- It helps scale marketing efforts without the need for extensive internal resources.
Examples of affiliate marketing in iGaming.
- Casino review websites: Many affiliates create content-rich sites comparing online casinos, offering bonuses, and sharing detailed reviews to attract players.
- Streamers and influencers: Twitch or YouTube personalities showcasing gameplay and providing affiliate links for viewers to sign up.
- Promotions via email campaigns: Affiliates with a robust email subscriber base promote offers and bonuses to drive player sign-ups.
Benefits of affiliate marketing.
For iGaming brands:
- Cost-efficiency: Payment is performance-based, reducing the risk of wasted ad spend.
- Scalability: Affiliates can promote in multiple markets and channels simultaneously.
- Brand awareness: Affiliates help boost visibility and credibility, especially in new markets.
For affiliates:
- Earning potential: High commissions, especially in iGaming, where players generate long-term value.
- Flexibility: Affiliates can choose niches and promotional strategies that align with their audience.
Tips for using affiliate marketing.
For iGaming brands:
- Choose affiliates wisely: Partner with affiliates who understand your brand and audience.
- Provide marketing tools: Supply affiliates with banners, landing pages, and other resources for effective promotion.
- Monitor compliance: Ensure affiliates adhere to regulations and guidelines, especially in markets with strict advertising rules.
- Track performance: Use affiliate tracking software to monitor metrics like click-through rates (CTR), conversions, and return on investment (ROI).
For affiliates:
- Know the audience: Understand what motivates players in your niche to convert.
- Stay compliant: Follow all legal and ethical guidelines in the jurisdictions you operate.
- Optimize content: Use SEO techniques and engaging calls-to-action to maximize click-through and conversion rates.
- Build trust: Transparent reviews and honest recommendations can foster long-term credibility.