Connect with us

News

The Outlook for UK iGaming Affiliate Marketing in 2021

Published

on

Photo credits: shutterstock_1118068061

 

The iGaming industry can be quite lucrative for affiliates who know how to make the most out of available affiliate programs. UK online gambling brands from sportsbooks to casinos and everything in between rely on all types of online and offline advertising strategies to acquire and retain customers. Affiliate marketing is one such strategy that has evolved in importance over the years. This evolution is likely to continue in 2021.

Even though 2020 has been a rather rocky year due to COVID-19, iGaming affiliate marketing share in 2021 has the potential to grow with new online UK bookmakers establishing (and big-name online UK bookmakers re-establishing) a foothold in the profitable football betting market. Already, brand new bookies are starting to appear with the 2020/21 sports season set to begin. These new bookies mean the potential for more affiliate marketing opportunities because affiliate programs tend to be one of the most cost-effective methods for acquiring new customers.

 

Affiliate marketing spend has increased over the years

For sportsbooks and casinos, over the last decade, affiliate marketing has become an increasingly important marketing strategy for expanding their online reach to attract new punters via desktop and mobile channels.

According to a Regulus Partners report, in the past few years there has been massive growth in UK gambling online marketing spend, which increased form £376 million in 2014 to £725 million in 2017. As such, it comes as no surprise that this same report found that there was also notable growth in Affiliate marketing spend, with an increase from £274 million in 2014 to £295 million in 2017. This is quite the jump considering that affiliate marketing typically tends to be one of the least expensive forms of advertising.

It is highly probably that these figures will continue to climb higher into next year as more of Britain’s gamblers choose to bet online out of convenience, ease of mobile access and the pandemic crisis.

 

Current iGaming Affiliate restrictions

Presently, gambling online in the UK is at an all time high. According to the UK Gambling Commission’s gambling industry statistics covering the period between October 2018 and September 2019, gross gambling yield has grown. More specifically, some of the biggest increases have been seen in the remote (online) betting, bingo and casino markets. Focusing on betting specifically, the total gross gambling yield for remote betting during this time period was £2.1 billion, a 4.3% increase from April 2018 – May 2019.

However, while this may be good news for gambling operators and their affiliates, a growing concern about increased problem gambling and gambling addiction in the country, has lead to a call for tighter regulations to be placed on operators, specifically restrictions regarding advertising.

This isn’t the first time that restrictions have been placed on UK gambling-related advertising, including iGaming affiliate marketing. Three years ago, tighter regulations were placed on operators, making them liable for the actions of their affiliate partners to help try and curb advertising misleading information. This has resulted in betting firms being hit with fines rather than their affiliates when their affiliates advertised misleading information about the firm’s promotions.

These stricter guidelines were designed to motivate gambling operators to encourage their affiliates to stick to advertising regulations, otherwise the operator would be held responsible if the advertising was found to be in breach of Gambling Commission rules.  As a direct result of these rules, some firms closed their affiliate programs altogether, including Sky Bet, who didn’t want to take a chance with untrustworthy affiliates.

 

What the future could hold for iGaming affiliates

However, in spite of the current affiliate marketing regulation responsibilities placed on operators, some feel that this is not enough. It is possible that, in the future, the UK government may take the next step and regulate iGaming affiliates directly. If this should occur, it could mean that affiliates would be required to register or license their operations before deals can be made to promote legal sportsbooks.

These changes could impact affiliates by introducing new:

  • Regulation costs – A fee may need to be paid by affiliates to be regulated.
  • Legal requirements – Affiliates would be required to ensure regulatory compliance, meaning that if they breach rules they would also be subject to a fine along with the operator.
  • Increased acquisitions – Smaller affiliates are not likely to survive with the new regulatory changes, making it easier for larger affiliates to purchase them, reducing competition.

There is no question that if the Gambling Commission chooses to crack down further on affiliate marketing, this would have an effect on iGaming affiliate market share in the future. However, as it stands now, with new online bookmakers popping up onto the scene and the new football season ready to start, the outlook seems bright for iGaming affiliates in 2021.

Affiliate Success

Affiliate Roulette Scores Big with Dual Nominations at iGB Affiliate Awards 2024

Published

on

Affiliate Roulette Scores Big with Dual Nominations at iGB Affiliate Awards 2024

 

In the fast-paced world of iGaming affiliate marketing, one platform is causing quite a stir. Affiliate Roulette, a relative newcomer to the scene, has earned not one but two coveted nominations for the upcoming iGB Affiliate Awards 2024. This groundbreaking achievement positions them as a force to be reckoned with in the industry.

 

A Vision Transformed into Reality

Affiliate Roulette was launched with a clear vision: to redefine the iGaming Affiliate industry. In just a short time, they have set a new standard by creating a unique space for Affiliates and Operators to interact, market, and build trustworthy relationships. Their innovative approach is inspired by the efficiency of Trustpilot but goes far beyond traditional review sites.

 

Changing the Game for Operators and Affiliates

Affiliate Roulette isn’t just another review site; it’s a dynamic, community-driven hub. They’re transforming the landscape for both Operators and Affiliates:

 

For Operators:

  • Rate and Review Affiliates: Gain valuable insights from firsthand experiences.
  • KPI Analysis: Share and learn about key performance indicators like ROI and FTDs.
  • Efficient Searches: Find the perfect affiliate match from their extensive directory.
  • Scam Protection: Verify affiliate profiles and histories.
  • Interactive Features: Engage in live chatrooms for discussions and feedback.
  • Featured Positions: Increase visibility to potential affiliates.

 

For Affiliates:

  • Free Marketing: Showcase your brand directly to Operators.
  • Build Reputation: Encourage reviews to establish trust and credibility.
  • Direct Negotiations: Collaborate closely with Operators, bypassing expensive networks.
  • Affiliate Roulette Seal of Trust: A symbol of excellent performance and reliability.
  • Visibility Boost: Claim featured spots for enhanced exposure.

 

A Built on Experience and Trust

Affiliate Roulette’s founder brought over five years of iGaming industry experience to the table, aiming to bridge the gap between Operators and Affiliates. Their vision quickly became a reality, evident in their impressive launch figures: over 1000 Affiliate Profiles and 50+ rankings and reviews in just two months.

 

Celebrating Success and Looking Ahead

As part of their strategic approach to solidify their industry position, Affiliate Roulette proudly sponsored the Sigma Europe Summit 2023 from November 13th to 17th. This event provided them with a platform to showcase their innovative approach and connect with industry leaders.

 

Cost-Effective and User-Friendly

Affiliate Roulette offers free membership for Operators and their Affiliate Managers, with a basic company profile for Affiliates also available at no cost. For those seeking greater visibility, premium services and featured spots are available for a nominal fee.

 

Transforming the Industry

The dual nominations for the iGB Affiliate Awards are a testament to Affiliate Roulette’s commitment to transforming the iGaming affiliate industry. With a user-friendly interface, community-centric approach, and a presence at the Sigma Europe Summit 2023, Affiliate Roulette is not just bridging gaps but also paving the way for a new era of collaboration and success.

Join Affiliate Roulette in celebrating this remarkable achievement and stay tuned for more exciting developments from this rising star in the world of iGaming affiliate marketing.

Continue Reading

Affiliate Announcements

iGB Affiliate announce One Hundred Shoreditch as new HQ Hotel

Published

on

iGB Affiliate announce One Hundred Shoreditch as new HQ Hotel

 

The organising team responsible for iGB Affiliate has announced One Hundred Shoreditch as its new HQ Hotel for February’s event (6-9 February, ExCeL London).

Located in a prominent position on fashionable Shoreditch High Street, One Hundred Shoreditch is an acclaimed independent 258 room hotel offering a choice of places to eat and drink including Seed Library, an attractive rooftop bar and terrace offering panoramic views of the London skyline, a coffee shop, and the Lobby Bar which hosts a curated programme of weekly DJs alongside £10 cocktails. The venue offers five meeting and event spaces including the floor-to-ceiling glass One Hundred Room.

Announcing the new HQ Hotel, iGB Affiliate’s Naomi Barton said: “We were looking for a hotel close to ExCeL and that would connect with the unique personality of the Affiliate community.

“I have to say that One Hundred Shoreditch could have been designed with affiliates in mind! It’s as sassy as hell with great facilities, a roof top bar with amazing views of East London and it’s situated in the social heart of the vibrant East End. The bedrooms and suites provide headspace and calm in contrast to the energy of the ultra-cool hotel bars.

“I am confident One Hundred Shoreditch will resonate with show attendees – it will allow guests to socialise, network and hang out together, continuing the unique iGB Affiliate experience.  We have secured 150 rooms which will be allocated on a first come, first served basis, so book now and don’t miss out on the chance to be with your peers and friends!”

She added: “The 2024 edition of iGB Affiliate will be the last held in London prior to our relocation to Barcelona the following year. As a consequence, there will be an iGB Affiliate ‘Farewell to London’ party like no other and we will be celebrating alongside our sister show ICE to ensure that we deliver something exceptional. The farewell party, iGB Affiliate Awards and our new Hotel HQ are all part of the social and networking opportunities which are pivotal to the show experience and make iGB Affiliate so special”.

Continue Reading

News

Navigating the Challenges: The Impact of UKGC Regulations on UK Casino Affiliates

Published

on

 

The United Kingdom Gambling Commission (UKGC) has been instrumental in shaping the landscape of gambling in the UK, including the realm of online casinos and their affiliates. While the primary aim of UKGC regulations is to ensure safe and responsible gambling, these regulations have presented significant challenges for casino affiliates in the UK. This article explores how the UKGC’s regulations have affected UK casino affiliates, focusing on the experiences of platforms like Fruity Slots.

Stricter Advertising Guidelines

One of the key areas where UKGC regulations have impacted casino affiliates is in advertising. The UKGC has implemented stringent guidelines to ensure that gambling advertising is responsible and does not mislead or exploit vulnerable individuals. For casino affiliates, this means adhering to strict standards in terms of the content and presentation of promotional materials, which can limit the scope and creativity of marketing strategies.

Enhanced Due Diligence Requirements

The UKGC requires casino affiliates to conduct thorough due diligence to ensure that the casinos they promote are compliant with licensing requirements. This increased scrutiny means affiliates must invest more time and resources into vetting casinos, a process that can be both time-consuming and complex.

Responsibility in Promoting Safe Gambling

Casino affiliates are also required to promote safe gambling practices actively. This includes providing clear information on the risks associated with gambling, as well as links to resources for help and support. While promoting responsible gambling is crucial, it adds an additional layer of responsibility and complexity to the operations of casino affiliates.

The Challenge of Compliance

Keeping up with the constantly evolving UKGC regulations poses a significant challenge for casino affiliates. Compliance requires ongoing monitoring and adaptation, which can be resource-intensive. Affiliates must stay abreast of regulatory changes and adjust their operations accordingly, often necessitating legal expertise and increased operational costs.

Impact on Revenue Streams

The UKGC’s regulations have also impacted the revenue models of casino affiliates. With tighter controls and increased compliance costs, the profitability of affiliate marketing in the gambling sector has been affected. Affiliates must find a balance between compliance and commercial viability, which can be a delicate and challenging endeavour.

The Burden of Compliance and its Impact on Innovation

One significant impact of the UKGC’s stringent regulations on casino affiliates is the potential stifling of innovation. The need to remain compliant often requires affiliates to prioritise regulatory demands over creative marketing and innovative strategies. This focus can limit the ability of affiliates to experiment with new and engaging ways to attract and retain players, ultimately impacting the diversity and richness of the online gambling experience.

Increased Operational Costs

The stringent regulations set forth by the UKGC have led to increased operational costs for casino affiliates. Compliance requires not only a significant investment of time but also financial resources to ensure all aspects of the affiliate’s operation meet regulatory standards. These costs can be particularly burdensome for smaller affiliates, who may struggle to allocate the necessary resources towards compliance while maintaining profitability.

Enhanced Player Protection – A Double-Edged Sword

While the primary objective of UKGC regulations is to enhance player protection, this focus also presents a complex scenario for casino affiliates. On the one hand, these regulations help build a safer and more trustworthy online gambling environment, which can attract more players in the long run. On the other hand, the stringent rules can limit the ways affiliates interact with and engage players, potentially impacting the effectiveness of marketing campaigns and player acquisition strategies.

The Challenge of Maintaining Competitive Edge

In an industry as competitive as online gambling, maintaining a competitive edge is crucial for survival and growth. The UKGC’s regulations have created an environment where casino affiliates must continuously innovate within the confines of compliance to stay ahead. This necessity for balancing innovation with regulation demands a strategic approach and often requires affiliates to be more agile and adaptable in their operations.

Navigating the Evolving Regulatory Landscape

The regulatory landscape overseen by the UKGC is not static; it evolves in response to industry trends, technological advancements, and societal concerns. Casino affiliates, therefore, face the ongoing challenge of adapting to these changes. Keeping abreast of new regulations, understanding their implications, and implementing necessary changes in a timely manner are critical for continued operation and success in the UK market.

Fruity Slots: A Model of Compliance and Adaptation

In the midst of these challenges, Fruity Slots stands out as a model of compliance and adaptation. By continuously updating their practices in line with UKGC guidelines, they manage to offer a comprehensive platform that recommends slots and the best UK lottery sites, keeping the player’s safety and enjoyment at the forefront. Their ability to adapt and evolve in this regulated environment is commendable and serves as a benchmark for other casino affiliates in the industry.

The impact of UKGC regulations on UK casino affiliates is profound, encompassing increased compliance burdens, higher operational costs, and the challenge of maintaining innovation and competitiveness. Despite these hurdles, affiliates like Fruity Slots demonstrate that it is possible to navigate this complex landscape successfully. Their commitment to compliance, coupled with a focus on player safety and satisfaction, ensures that they continue to provide valuable services to both casinos and players in the UK gambling market.

Continue Reading
Advertisement

Latest News

Affiliate Roulette Scores Big with Dual Nominations at iGB Affiliate Awards 2024 Affiliate Roulette Scores Big with Dual Nominations at iGB Affiliate Awards 2024
Affiliate Success8 hours ago

Affiliate Roulette Scores Big with Dual Nominations at iGB Affiliate Awards 2024

  In the fast-paced world of iGaming affiliate marketing, one platform is causing quite a stir. Affiliate Roulette, a relative...

iGB Affiliate announce One Hundred Shoreditch as new HQ Hotel iGB Affiliate announce One Hundred Shoreditch as new HQ Hotel
Affiliate Announcements14 hours ago

iGB Affiliate announce One Hundred Shoreditch as new HQ Hotel

  The organising team responsible for iGB Affiliate has announced One Hundred Shoreditch as its new HQ Hotel for February’s...

News1 week ago

Navigating the Challenges: The Impact of UKGC Regulations on UK Casino Affiliates

  The United Kingdom Gambling Commission (UKGC) has been instrumental in shaping the landscape of gambling in the UK, including...

Boomerang Media is the Best PPC Affiliate at SiGMA Europe Awards 2023 Boomerang Media is the Best PPC Affiliate at SiGMA Europe Awards 2023
Affiliate Success3 weeks ago

Boomerang Media is the Best PPC Affiliate at SiGMA Europe Awards 2023

  Boomerang Media claimed “The Best PPC Affiliate” nominee at the recent SiGMA Europe Awards 2023, reinforcing its position as...

News3 weeks ago

Ukrainian Cyber L&G team belonging to Alona Shevtsova Launches Exclusive Merchandise Line

    Ukrainian e-sports team L&G is thrilled to announce the launch of their exclusive merchandise line, available for purchase...

OlyBet Launches Affiliate Program in Spain and Slovakia with Income Access OlyBet Launches Affiliate Program in Spain and Slovakia with Income Access
Affiliate Program News3 weeks ago

OlyBet Launches Affiliate Program in Spain and Slovakia with Income Access

  Income Access is excited to announce that OlyBet has recently launched its affiliate program in Spain and Slovakia with...

Rightlander partners with HAPPYBET to comply with Germany’s evolving advertising regulations Rightlander partners with HAPPYBET to comply with Germany’s evolving advertising regulations
News3 weeks ago

Rightlander partners with HAPPYBET to comply with Germany’s evolving advertising regulations

  Enhancing regulatory adherence and ensuring ethical affiliate marketing in the licensed gaming industry Rightlander, a leading provider of affiliate...

Affiliate Success1 month ago

SPOTLIGHT SPORTS GROUP NAMED AFFILIATE OF THE YEAR AT THE EGR OPERATOR AWARDS

  Spotlight Sports Group Triumphs with the Affiliate of the Year Award, Solidifying Position as Industry Leaders Spotlight Sports Group...

Betting on New Customers: Are Returning Users Damaging Sportsbooks’ CAC Strategies? Betting on New Customers: Are Returning Users Damaging Sportsbooks’ CAC Strategies?
News1 month ago

Betting on New Customers: Are Returning Users Damaging Sportsbooks’ CAC Strategies?

  By: Richard Metcalf In the fast-paced, highly competitive world of sports betting, operators have to ensure they’re maximising Return-On-Investment...

News1 month ago

One of the cyber athletes of the L&G team belonging to Alona Shevtsova was transferred to the youth team of the best CS team

According to the Ukrainian ua.news portal, Vladislav Leen Stepanov, who is a CS:GO player of the Ukrainian L&G eSports team...

Trending

European Gaming Media and Events is a leading media and boutique event organizer in the European Union with a monthly reach of +110,000 readers. The official company (PROSHIRT SRL), has been listed for 4 years in a row among the top 3 Advertising and market research agencies in the local Top Business Romania Microcompanies based on the Financial Reports.

Contact us: [email protected]

Editorial / PR Submissions: [email protected]

Copyright © 2015 - 2022 European Gaming Media and Events. Registered in Romania under Proshirt SRL, Company number: 2134306, EU VAT ID: RO21343605. Office address: Blvd. 1 Decembrie 1918 nr.5, Targu Mures, Romania