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Does the iGaming industry struggle with integrity when it comes to reviews?

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In this day and age building a successful iGaming affiliate site requires so much more than just an attractive homepage and a list of decent welcome offers that match your niche. 

So fierce is the competition within the industry, it’s evident that there’s no room for complacency. The bare minimum isn’t enough to get a site by anymore, especially if they want to rank amongst the top sites for their all-important high-value money making search terms.

Nowadays, in order to realistically compete, affiliates should be building customer confidence via trust signals such as in-depth, well-researched slot reviews and ratings. 

If you were to search Google for your favourite online slot game right now, we guarantee you’d quickly stumble across some of the most reputable iGaming affiliates on page one of your search. These sites have put the time and effort into writing high-quality content.

That being said, the reality is that only a small fraction of reviews that appear at the top of Google are actually original and completely accurate. According to the experts at Slot Gods, one of the leading sources of independent bias free online slot reviews, the industry has a genuine problem with integrity, here’s what they have to say on the matter.

 

The unfortunate truth behind online slot reviews

Writing informative reviews is a fantastic way to show your end user that you not only know what you’re talking about, but that you’re just as passionate about the subject matter as they are. Ultimately it goes a long way towards boosting your conversion rate and creating repeat visitors who will no doubt return to your site seeking new offers and quality content.

At this point, it’s pretty common knowledge amongst everyone working within the iGaming industry that content is king… However, there are affiliates out there that just view content as a means to an end to rank, rather than to actually give their users a meaningful experience. 

The end goal for some affiliates is to quickly bloat their site with content, so what do they do? They hire a freelance content writer to knock out a handful of reviews for them. 

We have absolutely no qualms with affiliates relying on freelancers to produce content, they’re arguably the backbone of this industry, especially considering site owners have so many day-to-day tasks to contend with already that keep them busy throughout the day.

The issue at hand is that many of these affiliates are hiring budget freelancers from sites such as Fiverr that have absolutely no industry expertise, as a result these content writers are finding themselves on other affiliate sites practically re-writing their reviews with little effort.

This leads to unoriginal copy and paste reviews that offer nothing substantial when compared to other sites. Even more worrying is that this practice can often cause an adverse chain reaction… One affiliate will copy another affiliate and so on, each picking up the same mistakes.

If the original slot review featured an incorrect figure such as the wrong RTP percentage (which happens very often ) then all of the reviews that followed will also feature the wrong percentage.

This leads to confusion for practically everyone, even worse, players might deposit money at a casino to play that specific game under the assumption that it has a better chance to pay out.

Affiliates need to take more responsibility when it comes to filling their site with review content, it’s understandable that financial constraints would mean that inexperienced content writers write the reviews, but if this is the case the site owner should still be checking the key facts and figures related to each and every slot that goes on their site. Blind faith gets you nowhere.

 

The bigger problem – Honesty

Frustratingly, the issues don’t end there. There are actually plenty of genuinely well-written reviews out there that do read well and contain factual and correct information relating to the game… The problem though? They’re not at all impartial.

Realistically, we’re all in the same boat. We want to make as much money as possible from our endeavours and enjoy the flexible lifestyle that comes with creating a site that can generate a passive income over a sustained period of time. Should that come at the cost of your integrity?

There are plenty of online slot games out there that just aren’t very good, it’s the same as any industry, not all products are top quality, award winning creations. So why are we seeing so many online affiliate sites praise every single slot as if they’re the best thing since sliced bread?

We believe in honesty when it comes to slot reviews. Yes, someone might read your review and be deterred from hitting play, but is it not better to send a user back a page in search of a slot that is right for them as opposed to getting them to deposit and play a game they didn’t enjoy based on your false recommendation? 

Visitors to your site aren’t stupid, they know that if you’re willing to speak honestly and frankly about a slot, even if it’s not very good, then they can trust your judgement elsewhere. Don’t be that site that oversells, it does a disservice to yourself and will lead to unhappy players.

  

What makes a good, honest and readable slot review?

According to the team at Slot Gods, the very first thing any content writer should do before they even begin typing the first word of their review is actually visit the developer’s website, load up the demo version of the game and spend a considerable amount of time playing it.

It sounds simple, but it’s clear that so many reviews are based off another affiliate’s page and not an actual well-informed review that was written off the back of a playthrough. Play the game, and make sure you take a good look at the developer’s game sheet that goes with it.

It’s also worth cross referencing all of the key information such as minimum bet, maximum bet, RTP percentage, maximum win potential and volatility… This is because operators don’t always follow standard slot specifications… Developers often create games with adjustable minimum and max bets and RTP percentages to accommodate a specific operator.

Ultimately, from this point on it’s down to you and your writers. Give players what they want, the hard, cold facts that accurately depict what an online slot is all about. 

Don’t just tell them it’s amazing, don’t just tell them that they could win tens of thousands of pounds playing it… Tell them what they actually need to know about the game! Describe how it looks, sounds and how engaging it is during base gameplay and during bonus features.

Players want in-depth, high-quality content that will leave a lasting impression, give it to them. 

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FAVBET switches to Single Wallet for increased player comfort and smoother operations

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FAVBET switches to Single Wallet for increased player comfort and smoother operations

 

 

FAVBET is doing away with the practice of creating several wallets in the player’s personal account on favbet.com in favor of its own Single Wallet solution which makes it much easier for users to manage their accounts. Migration to the new system is automatic and will not require any action from users.

The Single Wallet replaces the previous system where casino players and bettors had to create a separate account called “wallet” for each payment method without the ability to transfer funds between different wallets. In contrast to the previous approach, the Single Wallet combines all user accounts into one that allows deposits and withdrawals using different cards and payment systems.

The key advantage that FAVBET users get after switching to the Single Wallet is one account for all payment methods. Now, there is no need to create separate wallets for debit cards, Skrill, or other payment methods.

This is not an update to the existing system, but rather a solution developed from the ground up that not only adds convenience but also significantly increases the capabilities of our platform. On the surface, the changes don’t seem like much, but what we created here is in fact a full-fledged banking system that is similar in its functionality and efficiency to the solutions used by the leading financial institutions,” says Serhii Kostiushkin, Head of Engineering at Betinvest.

According to the company’s tech lead, developing the new system was unavoidable as the previous solution was created quite a while ago and could no longer keep up with the company’s growth and user numbers. Additionally, its outdated architecture significantly complicated financial accounting and put excessive load on the platform. The new system processes five times more transactions while being much more stable and not requiring as many resources.

The Single Wallet approach is now a standard for the world’s leading sportsbooks and casinos. Now, all of its advantages are available to favbet.com users.

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Affiliate Success

Ad Fraud and Affiliate Marketing Strategies: How Online Gaming Companies Can Transform Their ROI

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Ad Fraud and Affiliate Marketing Strategies: How Online Gaming Companies Can Transform Their ROI

 

By: Richard Metcalf, Global VP, Sports Betting & Online Gaming, TrafficGuard

 

Betting companies can adopt cutting-edge technology and offer the very best odds, but amplifying your brand is still difficult in a saturated industry. As a result of relaxing regulations, international players can break into an increasing number of new markets but reaching local target audiences can be a challenge. For these businesses, affiliate marketing is a vital channel in driving new user acquisition and some of the largest sportsbooks like Paddy Power and DraftKings are among those utilising the strategy.

With competition fierce, businesses are in a constant battle to keep costs low. Cost-per-thousand (CPT) payment models for traditional TV advertisements are progress towards paying for performance, but vendors still cannot guarantee that exposure will translate to depositing customers. Affiliate marketing provides a cost-efficient, low-risk alternative because businesses pay for conversions only.

But with money to be made, affiliate advertising fraud is rife and affiliate partners are likely delivering invalid engagement. If betting companies are looking to expand their user base and market amongst big players, they must improve their visibility over affiliate partners’ traffic.

 

Tracking Affiliate Activity

From smaller players to large conglomerates, there’s an exciting opportunity for betting companies to establish their presence across global markets. In the US especially, rapid legalisation across multiple states has turned betting into a million-dollar industry and created a profitable opportunity for overseas operators to move into the new market.

However, marketing globally can be expensive and driving brand awareness in a new location is often time-consuming and resource-heavy. With affiliate marketing, betting companies can create a network of partners from across the globe and easily access international audiences. This strategy is also much more efficient and expansive than physical marketing methods as it removes the difficulties that are tied to building a target audience from scratch.

Although affiliate marketing is a valuable marketing tool for increasing brand awareness and authenticity, affiliate management platforms aren’t prioritising fraud. The measures they put in place themselves are often basic and easy to get around and fraudsters can easily fly under the radar by taking advantage of the lack of protection. The nature of affiliate marketing means there is a disconnect between the promotion, analytics and payment, preventing companies from getting a holistic view of the fraud impacting them in addition to paying out for valueless traffic.

Affiliate fraud in the betting industry includes any deceitful action taken by a third party to exploit marketing techniques. This can include click fraud, where fake clicks are generated on ads to earn commission payments; or cookie stuffing, where fake cookies are placed on computers to hijack affiliate sales. Malicious affiliate ad programs do this so they can earn money from false clicks or sales and target high-investment marketing campaigns.

Research by Forrester revealed that 81% of advertisers include affiliate marketing as part of their marketing strategy. The growth of the market, paired with the increase in competition, is why many are turning to affiliate marketing. However, by being cost-effective through performance-based pay, there is an increased attraction from fraudsters. Sports betting companies are not well-equipped to address the problems they face with ad fraud.

Statista predicts affiliate marketing spending in the US alone will reach $8.2 billion by the end of 2022. With the vast amount of money involved, sports betting companies are a target for fraudsters.

 

Getting Instant Access

In order to prevent fraudulent traffic, betting companies must increase the visibility they have over affiliates. By keeping track of partners’ activity, including reviewing their demographics, reputation and quality of traffic, they can increase the quality of their affiliate partners.

Betting companies can do this using third-party technology that can indicate that affiliate scams are taking place in real-time to deliver the most reliable fraud protection. Intelligent software that uses behaviour analysis, such as machine learning, can track the volume of data required to deliver an accurate, instant analysis of which traffic is valid, invalid and fraudulent. Machine learning can identify granular details such as an unusually high number of clicks on an ad, or a high number of sales from a single IP address to confidently assess and deal with invalid traffic so the betting company doesn’t have to pay out.

With this data, operators gain the confidence to cross reference the engagement affiliates charge them for, prevent any partners from trying to outmanoeuvre them and safeguard their business against malicious activity. With more protection over advertising campaigns and a larger proportion of clicks coming from conversion-ready leads, companies can build cleaner audience groups from high-value affiliate partners.

 

Better Visibility, Better ROI

Reaching a market size of $231 billion in 2022, the sports betting industry is becoming increasingly attractive to international operators and fraudsters alike. If you’re running an affiliate marketing program, there’s a high chance you’re paying out for partners’ invalid traffic.

Only using the data your affiliate program partners declare means you’re at risk of being misled. Affiliate programs need to be monitored to avoid scams and program fraud. By understanding which affiliate partners are directing invalid traffic to their websites and charging a premium price for it, sportsbooks can optimise their pay-outs and exceed competitors’ efforts.

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“Cheer for those who cheer for us”: FAVBET calls on Ukrainian football fans to support Ukraine’s allies at the 2022 World Cup

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November 20 marked the kickoff of the 2022 FIFA World Cup in Qatar. An event long anticipated by football fans and quite unique in several respects. This year, for the first time ever, the World Cup takes place in the Middle East, in winter, and… against the backdrop of the largest military confrontation in Europe since World War II.

While the stands of Qatari stadiums explode with applause, Ukrainian fans hear explosions in the streets of their cities, and the Ukrainian army bravely resists unprovoked Russian aggression on the several thousand kilometers of frontlines.

However, even in such circumstances, FAVBET and Kyiv-based creative agency Taktika found a way to engage Ukrainian fans and remind the world that football is not only about fighting, but also about unity and support that goes beyond the borders.

“The world will not see our team on Qatar’s football pitches, but for almost a year it has been watching our fight on a pitch of a different kind – the battlefield. And not only watching, but tirelessly supporting. England, the Netherlands, Spain, Poland, the USA, France and many other countries have been supplying and training the Ukrainian military, providing shelter to our citizens and defending our interests on the diplomatic front. We decided that the World Cup is a great opportunity to say thank you to Ukraine’s allies for this unwavering support,” says FAVBET’s creative copywriter Mykola Bezkrovnyi.

The campaign is based on short videos shot on the streets of Ukraine’s capital city of Kyiv. The centerpiece of the story are the Ukrainian fans with vintage scarves, which, many years ago, they waved during the matches of Ukraine’s team against our current allies. “We once held these scarves because we fiercely wanted to defeat you. We hold them now because we sincerely want you to win. Just like you want us to win too,” says the voiceover of the campaign’s manifesto.

This campaign was Favbet’s idea, and our task was to find the best form and style for it. We realized that we once used to be opponents on the football pitch with almost all of our current allies. Now, the scarves from these matches are turning from symbols of our rivalry into those of unity. Many fans still have them at home as a memory. We decided to use thescarves as a powerful visual symbol and built a campaign around them,” says Roman Gurbanov, Taktika co-founder and creative director.

In addition to the manifesto, the campaign also includes videos dedicated to supporting particular Ukrainian allies like Poland and England. The videos were shot by Ukraine-based studio Digital Religion known for their advertising work for the world’s leading brands like Samsung, Visa, Pepsi, Uber, and others. Check out the videos on FAVBET’s YouTube:

Support those who support us

FAVBET’s new campaign is not only a token of gratitude to the allies, but also a reminder that the war, unlike a football match, does not end with the referee’s whistle. While the World Cup will wrap up in a few weeks, Ukraine will continue its fight against the aggressor that seeks to destroy Ukrainian identity and its need for support will remain as high as ever. That is why FAVBET Foundation is now accepting international donations so that football fans from all over the world can also contribute to Ukraine’s victory. Make your donation on the Foundation’s official page

As an international company with Ukrainian roots, FAVBET has been supporting Ukraine since the first days of Russia’s full-scale invasion, implementing numerous humanitarian initiatives and providing the Ukrainian military with the necessary equipment. Today, 95% of FAVBET Foundation’s projects are focused on helping the country’s citizens and the army, i. e. evacuating residents of frontline cities, purchasing ambulances and vehicles for the needs of the Armed Forces, as well as supplying high-tech communications equipment and drones.

Credentials

FAVBET

Head of Brand – Alexander Tarasov

Brand Manager – Anna Lytvynchuk

Marketing Project Manager – Yanina Baranetska

Creative Producer – Oleksii Marakhovskyi

Digital Content Producer – Iryna Kondratyeva

Creative Lead – Anatoly Simachynskyi

Creative Copywriter – Mykola Bezkrovnyi

Digital Religion

Director – Gleb Feldman

Taktika

Creative Director – Roman Gurbanov

Art Director – Illia Pochkun

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