Affiliate Success
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.
Affiliate Success
Game Lounge Swedish Website (SveaCasino.Se) now QMRA Compliant
QMRA is a Quality Mark for iGaming affiliates, launched in February 2024. QMRA is available for the following jurisdictions: Belgium, Spain, Denmark, Germany, Norway, Sweden, USA Michigan, UK, Poland, Estonia, Ontario
QMRA is a follow up from successful Dutch Quality Mark KVA, which currently has most affiliates as members and works with several operators (like LeoVegas, TonyBet, HardRockCasino, 711 and Tombola).
QMRA now has various prominent members, like: Gaming Innovation Group (Gentoo), Applied Digital Media Group, Leadstar Media (for Germany) and Game Lounge as well.
Game Lounge joined QMRA with GuideCasino.Be before, and has now joined QMRA with various markets. For Sweden, the first website has been found compliant: SveaCasino.Se
Having the Quality Mark will instill trust in Swedish consumers, authorities and operators.
SveaCasino.Se is a well known Swedish website, with estimated traffic (SEMRUSH) of about 100.000 per month. SveaCasino.Se will be carrying the QMRA mark from now on. This means that the website has been checked against the QMRA Compliance Code:
- Channelling objectives
- The affiliate shall not advertise or promote the offer of unlicensed operators.
- The affiliate shall not make use of brand imagery, call-to-actions or make other references to the website and offer of unlicensed operators.
- Responsible advertising
- The affiliate shall never aim their advertising activities at persons that have not reached the age of 18.
- The affiliate shall add an 18+ characteristic to every webpage of their website and to any marketing activities on social media. The characteristic shall be clearly identifiable and visible to the consumer.
- The affiliate shall be mindful of the design of their marketing activities, as to not directly or indirectly target or exploit minors.
- The affiliate shall not make use of minors, directly or indirectly, in any marketing activity or imagery used in relation to marketing for games of chance.
- The affiliate shall not aversely influence excluded persons in a way that may convince or encourage them to start gambling, discourage them from further self-exclusion or target them in any marketing activity targeted at advertising games of chance.
- Careful and balanced design
- All marketing activities shall use no uncertain terms or mislead the consumer as to the nature, workings, prizes, risks and odds of the offer.
- The affiliate shall not use any uncertain terms or mislead the consumer as to their affiliation, role or activities. The affiliate shall clearly disclose their role as a marketeer.
- The affiliate shall not imply or state that the consumer may have a predominant influence on the outcome of a game of chance, or that the outcome may be influenced in any other way other than chance.
- The affiliate shall clearly state the type of game of chance is offered.
- The affiliate shall clearly state the license status of the operator.
- The affiliate shall not claim that it is quick or easy to win often or a large amount of money in any game of chance.
- The affiliate shall not encourage excessive or irresponsible gambling behavior.
- The affiliate shall not claim that the offer is free, the best, the cheapest or on sale in any way.
- Contributing to responsible gaming
- The affiliate shall share information regarding the risks associated with gambling for money.
- The affiliate shall share information and the means to get help with a (developing) gambling addiction. This information shall be:
- The national support helpline for gambling addiction;
- Parties that offer further assistance for a gambling addiction;
- Further information on gambling addiction;
- The possibility of self-exclusion and the Swedish Gambling Authority.
Affiliate Success
ReferOn Announces Second Seminar for Affiliates: ReferOn Insights
Following the success of the first seminar for operators, ReferOn is delighted to announce its second seminar, “ReferOn Insights,” specifically designed for affiliates. This highly anticipated event will take place on Thursday, 11th July at 2 PM CET and promises to deliver invaluable knowledge and strategies for affiliates in the iGaming industry.
The seminar will be led by David Harris, B2B Affiliate Team Manager at ReferOn, who boasts over 8 years of experience in the iGaming market. He will be joined by Alexia Gauci, B2B Sales Manager at ReferOn, who will serve as the moderator for the session.
What to expect at the seminar:
- Data Discovery and Reporting: Gain insights into effective data analysis and reporting techniques to optimize affiliate performance.
- Tracking Methodology: Learn about advanced tracking methods and how to implement them for better accuracy and efficiency.
- Management tips: get advice on security, optimizing payment processing, processes and technical support team resources.
Additionally, following the main seminar program, there will be a Q&A session – participants will have the opportunity to speak directly with David Harris and Alexia Gauci and have their individual questions answered.
Join this opportunity to elevate your affiliate strategies and network with industry leaders. Spaces for the seminar are limited, so sign up promptly to secure your spot. The seminar will take place just a few days before the ReferOn team travels to one of the main iGaming industry events of the year iGB Live! You can be the first to find out online what ReferOn is preparing to present at booth 10-F38 at RAI Amsterdam from July 17-18.
Affiliate Success
Casino Guru wins Affiliate of the Year at AffPapa Awards for third consecutive time