Hitting for six
Tom Wardman, Business Development Executive at Independent Content Services, offers affiliates advice about how to use content to drive engagement during the Cricket World Cup
The Cricket World Cup got underway last week and is expected to attract a global audience in the billions between now and its conclusion in the middle of July.
For online sportsbook operators, it is a huge opportunity to engage new punters while re-engaging existing customers with generous promotions and a great range of odds and markets.
Indeed, it has been reported that 34% of tickets purchased for the tournament have been done so by people who have never attended a cricket match before.
This presents tremendous upsides for affiliates who can use their skills as content creators to engage new cricket fans and push them towards the sportsbooks they are partnered with.
But to succeed, affiliates must put in place a clear plan of action and a detailed strategy to be sure they are targeting the right audience with the right content.
Let’s consider the audience that affiliates should be targeting during the Cricket World Cup.
The tournament has a global audience but is particularly big in India, where the sport is a national obsession. But with online sports betting largely illegal, affiliates must focus elsewhere.
This means tailoring content to meet the needs and expectations of fans and bettors in markets such as the UK, Australia, New Zealand and South Africa where online betting is more widely available.
The good news for affiliates is that English is the standard language in these countries, so translation is not so much of a concern for content created around the tournament.
But what sort of content should affiliates be creating, and how can they use content to ensure that punters signed-up during the World Cup continue to engage with their sites afterwards?
It is important for affiliates to understand that they are not just competing with other affiliates, but also the major sports media brands, some of whom also offer sports betting.
Content must therefore go beyond general news stories and include things like match previews and reviews, player analysis, interviews, stats and data.
More feature-based pieces are also popular, including top tens (scores, best LBWs, comebacks, etc) as well as input from pundits and former players.
While most of this content will take the written form, affiliates should also create and publish audio and video content as this can unlock even higher levels of engagement. These are particularly good to share on social media.
Take audio, for example. Affiliates can partner with content providers to offer live, ball-by-ball match commentaries that their readers can listen to.
This allows readers and potential punters to stay engaged with the tournament if they are unable to attend in person or watch it on TV.
Broadcasts can also be tailored to individual affiliates to include calls to action that encourage listeners to sign up with particular sports betting brands.
For example, “England are now 2/1 to beat Pakistan. Sign up now at Sportsbook Operator A and receive a free bet.”
In addition to radio, affiliates can provide audio blast score updates, analysis bulletins and even podcasts. All of this can be done very cost-effectively.
It is really about helping the audience remain engaged with the Cricket World Cup via the affiliate site wherever they are, whatever they are doing.
They may not bet all of the time, but with regular calls to action built into audio content, when they are ready to sign-up to a sportsbook and bet, they are more likely to do so via the affiliate.
Affiliates wanting to offer something truly exciting should also plan for video content as this allows them to leverage the phenomenon of second screening and also the power of social media.
Content providers such as ICS offer cost-effective video in the form of match previews and reviews, video blasts and score updates, plus Gillette Soccer Saturday style shows.
Again, this content can be tailored to individual affiliates and include bespoke calls to action that drive viewers back to their sites and to the sportsbook brands they work with.
The other great thing about video content is that it is sharable across social media, and delivers high levels of engagement. This in turn drives brand awareness among new audiences.
Of course, the real challenge for affiliates is ensuring any new players remain engaged after the Cricket World Cup – this is often easier said than done.
But content is a powerful retention tool. Once the tournament is over, affiliates should put together a content plan for the Indian Premier League and the Big Bash League as well as the Ashes.
The key thing to remember here is that 50-over cricket is different to 20-over or Test cricket, and you can’t always assume there is a mutual interest.
But so long as the quality and variety of the content is on point, and ensures that players remain connected to the affiliate’s brand, there are plenty of opportunities for retention.
The Cricket World Cup is one of the largest sports tournaments in the world, and smart affiliates that prioritise content will be hitting for six now and throughout the year.
Fiat & Crypto: King Billy players get the best of both worlds
See how the casino players can deposit in crypto and play in fiat.
Since the dawn of e-gaming robust payment systems have been crucial for the success of any online casino, as they are a key factor in creating a positive and satisfying gaming experience. Moreover, the availability of different payment options allows players to choose the method that works best for them, whether it be classical fiat money or cryptocurrency.
But is it possible for an operator to give its players the best of both worlds, fiat and crypto at once? Yes, it is, with the King Billy feature “deposit in crypto, play in fiat”. The concept is simple. A casino player deposits in crypto (choosing among 4 cryptocurrencies King Billy supports). Then, the system automatically shows them their balance in the currency of their choice (among the 14 currencies King Billy supports, used by more than 3 billion people worldwide). When the players withdraw, their transaction takes place back in crypto.
What are the advantages of this system? Ruslan Legenzov, King Billy Casino Head of Affiliates (or “Lord of Affiliates” as the internal etiquette demands) has the answers: “Good things come in threes, and there are certainly 3 very good things about our “deposit in crypto, play in fiat” feature.
First of all, depositing in crypto means less hassle and paperwork for the player and elimination of the dreaded “transaction not coming through” issue. This has been a problem and actually a torment for many of our players in remote areas of the world. As a global casino, we are happy to act in ways that give peace of mind to our players.
Secondly, this system offers a greater player experience to the King Billy Citizens and Nobles, as they can now take advantage of our numerous promotions and offers in fiat. For example, players who deposit in crypto can now participate in our extremely popular fiat-only “Slot of the Month” offer, that’s been a staple of our casino since our launch.
Finally, with “deposit in crypto, play in fiat” our players, especially the not so cryptocurrency-savvy have a much clearer understanding of their wins or losses. I am sure that a player, let’s say from Vietnam, prefers to see, in real time, how much his slot win is worth in the Vietnamese Dong than running in parallel a crypto converter tool to do the math!”
Well said and well done your Majesty.
For those interested in the “deposit in crypto, play in fiat” feature, King Billy Casino accepts the following currencies: Euro (€), US Dollar ($), Canadian Dollar (C$), Australian Dollar (A$), New Zealand Dollar (NZ$), Norwegian Krone (kr), Indian Rupee (₹), South African Rand (R), Vietnamese dong (₫), Indonesian rupiah (Rp), Malaysian ringgit (RM), Thai baht (฿) and the Philippine peso (₱). King Billy also accepts the following cryptocurrencies: Bitcoin (BTC), Ethereum (ETH), Litecoin (LTC) and Tether (USDT).
King Billy Casino is a new-generation online casino, launched on St. Patrick’s Day in 2017. It is available in 4 languages (English, German, French and Finnish) and it has an impressive record in awards with 25 wins, shortlists and other distinctions, and an amazing variety of features and games. King Billy has prioritized the creation of a superb user experience, focusing on the myth of King Billy and his Kingdom and treats all players with the specialness they deserve.
Rightlander wins “Best Tech for Affiliate Programmes” at IGB Affiliate Awards 2023
Following the launch of their innovative Smart Workbench, Rightlander, the advertising and affiliate compliance monitoring specialist, have won the award for ‘Best Technology for Affiliate Programmes’ at this year’s IGB awards ceremony in London. The annual award, dubbed the Oscars of the iGaming affiliate market, recognises the most successful businesses in the gambling industry.
Rightlander is a state-of-the-art advertising and affiliate compliance platform that allows advertisers and networks to identify potentially non-compliant content across different territories. It does this by scanning affiliate content from within the target market, looking for events or conditions defined by clients and regulators, and sending alerts when it finds content that meets those conditions.
According to the judges, who praised the submission’s clear evidence and figures showing customer adoption and cost savings, Rightlander’s offering is “a very strong piece of technology which leads the industry in protecting affiliates, operators and ultimately players and ultimately makes the industry better for being in it.”
Ian Sims, Founder of Rightlander said “We are extremely happy to have won the Best Tech for Affiliate Programmes and this is a milestone moment for Rightlander. We developer/marketing folks love to throw around words like “game changing” and “AI-driven” but when you win an award for “Best Tech for Affiliate Programmes” and it’s one of the judges calling it a “game changer”, that is quite an endorsement.”
Over the past 5 years, Rightlander has scanned tens of millions of webpages to help advertisers identify non-compliant advertising by their marketing partners to protect their brand and regulatory licenses.
Casino Guru wins IGB Affiliates Safer Gambling Initiative of the Year
Casino Guru has won the IGB Affiliates recognition in the Safer Gambling Initiative of the Year category.
Casino Guru has won the IGB Affiliates Awards distinction in the Safer Gambling Initiative of the Year category, an award granted to affiliate services with an unfaltering track record in their commitment to raising player protection standards and contributing to the industry’s ability to better understand gambling-related harm.
Casino Guru underwent a thorough review, which included a look into how the company sought to educate and protect players beyond statutory requirements and the active steps taken to introduce players to a safer gambling journey in every market they engage with.
The assessment distinguished Casino Guru for its comprehensive efforts in responsible gambling and gambling harm prevention as captured by the Gamtegrity, the unifying home of all responsible gambling and consumer protection projects and initiatives launched under the Casino Guru banner and name.
Spearheaded by Šimon Vincze, Casino Guru’s Sustainable & Safer Gambling Lead, Gamtegrity reunites some of the company’s most impactful projects and initiatives geared towards raising standards for the entire industry insofar as problem gambling, player behavior, and harm protection are concerned.
Vincze hailed the IGB Affiliates distinction as a deserved and important milestone in the company’s ongoing efforts to provide the industry with guidance on how to better protect consumers and provide players with assistance on their journey to picking the best and most responsible industry operators.
“QUOTE by Šimon”
I am thrilled from this recognition as it includes most of the projects that I work on. However, this achievement is a reflection of work throughout the departments of Casino Guru and I feel honored to translate it to the rest of the industry. Safer Gambling is undersized in affiliate space, and it is great that iGB motivates companies to compete in it.
Casino Guru’s Gamtegrity project reunites the company’s Global Self-Exclusion System (GSES), an ambitious cross-border initiative designed to create a comprehensive global mechanism that enables players to exclude themselves from regulated gambling markets and focus on recovery.
Casino Guru has similarly focused on creating tools that assist and help vulnerable players to address their problem as well as find help, extensive global information and easy access to treatment options.
The company has also leveraged its industry expertise to create the Casino Guru Academy, an ambitious undertaking which understands how important it is to educate industry professionals about best practices in customer support, casino bonuses, safer gambling, and other important areas.
Not least, Casino Guru’s ample effort and experience in maintaining responsible gambling standards that go beyond national legislation have led the company to set up the Casino Guru Awards which seeks to distinguish prominent operators that share the company’s core values in providing consumers with the safest gambling possible.
The Safer Gambling Initiative of the Year distinction is evidence of the strong and meaningful impact Casino Guru has had in bettering responsible gambling standards and seeking to actively assist players who may struggle with gambling-related problems or suffer gambling-related harm.
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