Experts from the Casino Market company talk about the main tendencies in the affiliate market and their impact on the entertainment industry. You will learn how to improve interaction with partners and increase the quality of Internet traffic, as well as casino revenues.
The Role of Affiliate Systems in Gambling
Programs of this kind can be described as strategies of cooperation between an entrepreneur and a private webmaster, aimed at mutual promotion of services.
The main purposes of such interaction are:
- growth and expansion of the audience geography;
- improvement of image indicators;
- entry into new markets.
According to the Statista online publication, almost 70% of organic traffic for iGaming platforms is generated by affiliate networks. This demonstrates greater efficiency compared to direct advertising, targeting, and other traditional methods.
In 2025, such services will remain one of the key tools for attracting customers, as well as a growth driver for online casino owners and bookmakers. However, with increasing competition and technological development, traditional CPA (Cost-Per-Action) and RevShare (percentage of profits) models are no longer the only right solution.
Today, partner systems are rapidly transforming, focusing on current market demands, as well as changes in the regulatory framework, and other issues. New cooperation models with flexible terms and transparent payments are also emerging.
New Trends in Affiliate Marketing
Let us consider the main tendencies in the casino and sportsbook niche:
Dynamic Payouts
The category involves changing the reward’s size depending on various factors, such as:
- geography and intensity of traffic;
- gamblers' behaviour (size of deposits, duration of sessions, bonuses received, and chargebacks);
- traffic conversion (transition from views to target actions).
Payments of this kind include different options and levels of settings, which meets the needs of entrepreneurs and takes into account the peculiarities of local markets.
iGaming platform owners can perform the following actions:
- minimise the risks of overpaying to attract unprofitable clients;
- gain access to a wider audience;
- attract solvent users who quickly turn into regular customers.
Dynamic payments are also beneficial for affiliate services. Specialists receive a fair reward for high-quality online traffic.
Changing the reward depending on geolocation can become an example of such settlements. Premium players from jurisdictions with high LTV (Germany, France, and Scandinavia) are paid at a higher rate, while partners receive a lower percentage for gamblers from Africa or South America.
Multi-Level Reward Schemes
These programs offer additional bonuses for attracting sub-associates or achieving specified criteria (in terms of Internet traffic volume, LTV, and CR metrics).
The cooperation plan looks like this:
- receiving a basic reward for each new client;
- accrual of additional fees when target indicators are met (for increasing the frequency and amount of deposits, attracting sub-affiliates, etc.).
Multi-level incentive schemes encourage partners to actively develop their networks and attract only those people who are really interested in the gameplay. Any cheating with bots or attempts to deceive the system will not work here, and the partner’s earnings will go down to near zero.
Today, the model is integrated into many popular systems. Among the leading ones, we can highlight NetRefer, Post Affiliate Pro, Income Access Group, and other international platforms.
Mobile Traffic As a Priority
This trend was first announced by Google in 2019. Search algorithms began to focus first on the website’s version designed for personal gadgets and only then on the desktop type.
Little has changed in the world over the past 5 years. Moreover, today, there is a dramatic shift toward the use of smartphones. In the iGaming sphere, almost 70% of Internet traffic comes from people’s devices, so it is important to take this tendency into account in the field of affiliate marketing.
Features of attracting customers:
- Priority of iOS devices. Webmasters set higher rates for mobile traffic from iOS since the owners of Apple technology demonstrate improved LTV indicators.
- The use of ASO solutions. App Store Optimisation is a set of measures to improve the position of a mobile site for betting in the App Store and Google Play ratings. Partners conduct comprehensive refinement of application pages in stores and increase their visibility, as well as the number of downloads and launches of sessions.
- Integration with tracking platforms. It aims to timely monitor and analyse the actions of players who follow affiliate links. The software collects data on clicks and conversions, which helps entrepreneurs evaluate the effectiveness of their campaigns.
Gamification in Partner Services
The tool helps motivate and increase people’s interest in long-term collaboration with online casinos.
Examples of the solution’s implementation:
- Competitions between affiliates. Prizes can be awarded for the best conversion, the maximum number of registrations (per week, month), and other achievements.
- Loyalty programs. In this case, partners collect points for their activity, as well as intermediate and final work results. The points they earn can be exchanged for payouts, incentives, accessories with iGaming brand merchandise, and other gifts.
- Quests and missions. Thanks to such offers, participants can have fun and get additional prizes.
Affiliate Marketing: What Operators Should Pay Attention To
Let us consider the main aspects that need to be taken into account.
Introduction of Innovations
Technology is the driving force for the casino and sports betting industry, as well as a catalyst for the growth of affiliate marketing. Innovations make payouts more transparent, help to form detailed analytics, and provide a quick response to any changes in the industry.
Big Data
The tool is responsible for the personalisation of partner services, automation of routine tasks, and convenient tracking of results.
Options for the use of the solution:
- personalised graphical interfaces with visualisation of key metrics and affiliate traffic sources;
- forecasting methods for estimating potential income;
- applications for automating transactions based on the behaviour of attracted clients.
The introduction of Big Data increases transparency and trust between affiliates and iGaming platform owners. It becomes quite easy to track traffic sources and evaluate their effectiveness.
Blockchain
With the development of casinos based on such technology, many partner systems began to make payments in digital money.
The use of cryptocurrency provides:
- high speed of transfers;
- minimal service fees;
- the ability to earn money on exchange rate differences;
- protection against the devaluation of national currencies, and much more.
One of the latest trends is the use of smart contracts to automate payments to affiliates. Transaction data is pre-recorded in a special agreement, and if all conditions are met, collaborators instantly receive a reward.
Multichannel
Among the new sources of Internet traffic, it is worth mentioning the following:
- social networks (Tiktok, Instagram, YouTube Shorts);
- messengers (Telegram, WhatsApp, Twitter);
- video content and streaming.
If previously, people mostly found partner sites thanks to SEO and contextual advertising, today, we can observe a major shift toward social networks and messengers. These channels allow operators to effectively interact with their target audience and build long-term relationships with it.
Many affiliate services offer special tools for working with such directions:
- unique promo codes;
- adapted landing pages;
- interactive banners for mobile traffic.
YouTube, Twitch, and other streaming services allow entrepreneurs to communicate with gamblers in real time, answer questions, and conduct engaging interactive activities.
Regulation and Legalisation
Changes in the legislative framework are another factor that has a strong impact on affiliate marketing in the iGaming sector.
There is a clear trend for tightening regulation in the European market. Such countries as France, Germany, Great Britain, Denmark, and others are introducing restrictions on the advertising of entertainment for money.
The innovations relate to the promotion of online casino platforms through the use of Google, Yahoo, Meta, and other communication channels.
Stricter control contributes to the implementation of tracking tools, analytics, and transparent reporting. They help to meet licensing requirements and comply with the law.
South America and Africa remain the most attractive destinations for partners. The low base cost of an attracted player (compared to Europe and the USA) is completely levelled by the huge volumes of Internet traffic. These regions do not have such precise requirements as in Western countries, and the greatest conversion is brought by interaction with mobile users.
The development of affiliate marketing in the USA depends on how quickly individual states will legalise online betting. So far, only a few of them (Pennsylvania, Nevada, New Jersey, and some others) have fully permitted the operation of iGaming resources.
The Main Things about Trends in Affiliate Programs
This type of marketing is a popular tool for attracting Internet traffic.
Key aspects that business owners need to take into account:
- Among the latest tendencies, it is worth highlighting dynamic payments, multi-level reward schemes, and gamification. Focus on mobile users remains a priority for most casinos and bookmakers’ offices.
- The introduction of innovations and the use of different communication channels would be an excellent choice. Such technologies as Big Data and blockchain provide transparency of operations and help to forecast the establishment’s income.
The Casino Market studio supplies advanced solutions for the entertainment industry: turnkey platforms, White Label projects, as well as lottery and betting software.
We offer the following comprehensive services:
- development of HTML5 slots according to individual sketches;
- games for sale and rent;
- preparation of a business plan;
- registration of a licence;
- payment system integration, and much more.
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