Affiliate Success
Affiliates and the resurgence of online bingo
Thomas Jones, founder of NewBingoSites.net, says millennials present a huge opportunity for affiliates but they must overhaul their propositions to engage this lucrative demographic
Online bingo is enjoying a resurgence in play among UK consumers and is proving to be particularly popular with younger players and millennials.
A recent survey by Wink Bingo found that 65% of UK bingo players are under the age of 44 with 35% of them falling between the ages of 25 and 34.
These players are drawn to the simple nature of the game, the community aspect it offers
and it being a natural fit for smartphone and tablet play.
Unlike other casino games such as blackjack and poker it requires no skill and while it is a game of chance, it is not held in the same regard as slots.
Indeed, many put bingo in the same category as lottery, which also enjoys mass market appeal.
The simple nature of the bingo – much of which is automated when played online – is combined with a sense of community and entertainment.
Most operators offer live chat and forum facilities, and the various themes and brands mark out bingo as an inclusive and fun pass time.
The opportunity presented by this resurgence in online bingo play is not going unnoticed by operators; 888 recently snapped up Costa Bingo from Jackpot Joy Group for £18million.
This perhaps unexpected trend also throws up tremendous upsides for online bingo affiliates who now have a new demographic of player to go after.
But millennials are a savvy bunch, and affiliates will need to really up their game if they are to engage them and build the trust required for them to make a buying decision.
This is going to mean taking a new approach to the design and layout of their sites, via the content they create and publish and the channels through which they communicate.
These are some of the things they must consider and deploy:
Sleek and stylish design:
Affiliates provide the information, insight and entertainment that helps players to decide where and what to play.
With this in mind, it is important to look at other affiliate publishers that have high levels of millennial engagement outside of the gambling sector to see what does and doesn’t work.
This could mean prioritising content over bingo sites listings; this has not been the case in the past but could prove key to engaging younger audiences now.
Consideration must also be given to how easy it is for users to navigate and explore the site, especially from smartphones and tablets (more on this later).
High value content:
Affiliates must also overhaul their content strategies – it is simply not good enough to publish a handful of reviews and a small library of bingo guides.
Millennials wish to be educated and entertained, so the content created and published must reflect this and include things like news, features, interviews and reports.
It is also important to take into account the type of content that is being created – this should go beyond the written word to video clips and even audio blasts and podcasts.
The content itself needs to be of the highest quality and provide significant value to the reader. If it doesn’t, affiliates will fail to build trust with younger audiences.
Ramp up activity on social media:
Affiliates spend a great deal of time, and money, on ensuring they rank highly in the SERPs and while this is still important, there are other ways of tapping into millennial audiences.
Social media is hugely important in this regard, and affiliates must have a presence on Facebook, Twitter and Instagram.
But they must do more than share links back to their articles and reviews.
To truly win on these channels, they should become part of conversations and have something meaningful to contribute.
In addition to this, they should also think about working with social media influencers as they provide easy access to younger audiences and have a huge impact on their decision to buy.
Mobile, mobile, mobile:
It goes without saying that all of the above must be deployed with a mobile first mentality, from design to content via being active on social media.
Millennials and younger audiences live their lives via their smartphones and tablets and products and services (such as affiliates) that don’t work on mobile will not be engaged with.
This means affiliates must think about how their sites are designed – no excessive swiping and scrolling – as well as the approach they take to content – short and snappy.
For social media, think about new ways of creating content – perhaps video reviews for Instagram stories – and ensure it still engages, educates and entertains.
Doing all of the above is no easy task, but given the increasing popularity of online bingo, particularly among millennials, the rewards for those that get it right are set to be huge.
QMRA is a Compliance Quality Mark for iGaming Affiliates, launched by XY Legal Solutions B.V. (XYLS). XYLS launched a Dutch Quality Mark, KVA (https://kva.nl/), in September 2021, now working with numerous operators (LeoVegas, ComeOn, 711, TonyBet, Hard Rock Casino) and 90+ members.
In February 2024, QMRA was launched. Affiliates from the following markets were able to apply for the Quality Mark: Belgium, Spain, Denmark, Germany, Norway, Sweden, USA Michigan, The UK, Ontario and Estonia. As of today, Italian affiliates will be able to join QMRA as well. Applicants will receive:
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- A Compliance Report, containing compliance feedback if needed, in certain cases usable for obtaining a Meta Ads License;
- A specific Online Certificate about the member website, explaining its compliance (https://qmra.eu/members/affiliates/);
- Possibility to consult the QMRA team on compliance related questions.
Several joined since launch, representing all available markets so far. Among joining companies were Leadstar, ADM Group, BetFans, Game Lounge and Gentoo. Game Lounge and Gentoo decided to make QMRA official company policy. Sitebee, a Gentoo launched Compliance Tool, announced an official partnership with QMRA on legal support last week.
Casino Guru, the world’s largest and most up-to-date database of online casinos, has landed on the shortlist for SBC Awards 2024 in the Casino Affiliate of the Year category.
Casino Guru, which has processed more than 6,930 casinos, and prides itself on the world’s largest forum community built around informing players, enters a competitive field of 12 contestants all vying for the distinction.
SBC Awards 2024 is due to take place on September 26 at the MEO Arena on the final day of the SBC Summit, celebrating industry-wide achievements. Casino Guru is proud to be shortlisted for this important accolade. The company has worked tirelessly to establish itself at the top of the industry.
In embracing the affiliate business model, Casino Guru has created a groundbreaking and industry-shifting paradigm through the introduction of the Safety Index, a complex algorithm powered by big data, consumer feedback, and a meticulously in-house analyst team that has allowed Casino Guru to not only be the go-to repository for online casinos but also provide players with a credible source of information when it comes to the inherent trustworthiness of each casino brand listed in the constantly-growing database.
In welcoming the nomination, Šimon Vincze, Head of Sustainable & Safer Gambling, said: “I am thrilled to see Casino Guru shortlisted for the category again this year! Our competitors for the winner are recognised companies with a considerable impact on the online gambling affiliate business. The criteria for the winner go beyond our unique approach to affiliation and consider growth in multiple areas. I am convinced that we have much to offer in this sense as well, and I am looking forward to the judge’s conclusion.”
The Safety Index in particular has been a dynamic and living ecosystem that has been evolving on a weekly and monthly basis, registering movements in casinos’ overall ranking based on a comprehensive set of factors, such as complaint resolution, terms and conditions, licensing issues and more.
Having those efforts recognized by the SBC Summit Awards is a huge milestone for the company, which has operated with an unwavering commitment to bringing consumers the best possible choices from a database that easily constitutes the world’s largest.
Casino Guru is a trailblazer in building an affiliate business that is fully consumer-focused and consumer-facing, by offering an uncompromising, verifiable and transparent accreditation process that ultimately benefits consumers and helps match their preferences with the best casino brand.
Casino Guru is looking forward to September 26 and is excited about the opportunity to demonstrate to the panel of judges that the company is committed to raising standards for the way consumers engage with the industry in a manner that protects consumers and distinguishes the best operators and brands on the market, helping drive a sustainable and healthy environment for all.
ReferOn, a state-of-the-art affiliate management platform, announces its nomination in the Acquisition & Retention Partner category at the prestigious SBC Awards 2024.
The inclusion in this category highlights ReferOn’s efforts to create and develop a targeted product for the needs of the iGaming industry, recognizing the team’s innovative approach and notable results in the field of affiliate marketing.
ReferOn’s nomination as an Acquisition & Retention Partner confirms that the affiliate management platform has proven its effectiveness and understanding of customer needs, as noted by the judging committee. Designed with years of iGaming experience its team, ReferOn caters to the specific needs of affiliates and managers, offering a flexible and scalable solution for managing large networks of companies in one comprehensive hub.
Alexia Gauci, B2B Sales Manager of ReferOn, commented on the nomination: “Being mentioned in the ‘Acquisition and Retention Partner’ category at the SBC Awards 2024 means a lot for our team. We are providing innovative solutions that meet the evolving needs of iGaming professionals. We’re continuously enhancing the platform’s capabilities so our clients can solve the issues they are facing & achieve business goals.”
ReferOn brings reporting capabilities, robust back-office functions, and unique reward mechanics, all designed to simplify administration and enhance data control. With features like Sub-Affiliation and Independent Deal Calculations (IDC), ReferOn offers transparency and flexibility, helping users with tracking key metrics easily for quick data-driven decisions.
In addition to its technical improvements, ReferOn started educational initiatives & received good feedback from the audience. The team already conducted two free seminars, “ReferOn Insights” for Operators and Affiliates to provide valuable knowledge and strategies for maximizing affiliate marketing success.
The ReferOn team will be exhibiting at SBC Summit 2024 in Lisbon and will showcase its latest developments and offerings at booth F430 from 24-26 September. Visitors will be able to ask ReferOn representatives questions and learn more about the platform’s advanced features and innovations.
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