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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.

Affiliate Success

Casino Guru wins Affiliate of the Year at AffPapa Awards for third consecutive time

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Casino Guru wins Affiliate of the Year at AffPapa Awards for third consecutive time

 

Casino Guru, the premier platform for online casino reviews and industry insights, is thrilled to announce its victory in the “Affiliate of the Year” category at the prestigious AffPapa iGaming Awards 2024.
This marks the third consecutive year that Casino Guru has received this esteemed recognition, cementing its position as a leader in the affiliate industry.
The AffPapa Awards celebrate excellence in the iGaming sector, highlighting outstanding affiliates, operators, and B2B providers. Casino Guru’s consistent triumph in the “Affiliate of the Year” category is a testament to its commitment to transparency, innovation, and player safety. The platform, known for its comprehensive reviews and user-friendly interface, continues to set industry standards, ensuring fair play and informed choices for online gamblers worldwide
Over the past year, Casino Guru has achieved unprecedented growth and several notable milestones. The platform has maintained its status as the largest online casino database, with reviews of over 6,200 casinos. In a commitment to transparency and player protection, more than 450 online casinos have adjusted their terms and conditions based on Casino Guru’s recommendations. Additionally, the online gambling forum has surpassed 5,000 monthly posts, reflecting its strong community engagement.
“We are honored and delighted to receive this award for the third time,” said Ivona Kulichova, Casino & Affiliate Communication Lead. “This recognition reflects our unwavering dedication to providing high-quality, trustworthy information to our users and partners. We extend our gratitude to the AffPapa Awards committee and our incredible team for their hard work and passion.”
Casino Guru’s dedication to responsible gaming initiatives has been a cornerstone of its success. Partnerships with organizations like Mindway AI further this mission, emphasizing responsible gaming practices. The Casino Guru Awards recognize the industry’s top operators and professionals who align with Casino Guru’s mission to make online gambling safer.
Additionally, the Casino Guru Academy has introduced new courses on key industry topics, such as player verification, ESG in gambling, customer complaint handling, and affiliate management, highlighting its commitment to professional development and high standards. The Global Self-Exclusion Initiative, which includes the Self-Exclusion Standards project developed with international experts and City, University of London, exemplifies Casino Guru’s proactive approach to player safety.
The Complaint Resolution Center has also achieved remarkable success. Over the past year, 12,161 complaints were published and 3,428 resolved, saving players over $11 million. This represents a significant increase in both the number of complaints handled and the amount of money recovered for players, underscoring Casino Guru’s role in protecting consumer interests.
Amidst these achievements, Casino Guru remains steadfast in its mission to provide comprehensive and reliable information to the online gambling community. The company is committed to continuous innovation, responsible gambling practices, and fostering a trustworthy and engaging online environment for its visitors and the broader public.
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Affiliate Program News

AskGamblers Awards: Boomerang Partners Among “Best Affiliate Program” Nominees

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AskGamblers Awards: Boomerang Partners Among "Best Affiliate Program" Nominees

 

Boomerang Partners, the rapidly growing affiliate program, has been named among the notable finalists for the highly coveted “Best Affiliate Program” category at the 2024 AskGamblers Awards

Boomerang Partners has been selected to the top 10 for the ‘Best Affiliate Program’ category at the 2024 AskGamblers Awards. This major nomination highlights Boomerang’s dedication to delivering excellent value and innovative solutions for affiliate partners in the iGaming industry.

The AskGamblers Awards, established in 2006, hold immense prestige as selections are based directly on real player feedback and opinions. Earning a finalist spot is a significant achievement that affirms Boomerang’s status as a trusted source for superior affiliate opportunities within the industry.

“We deeply respect AskGamblers as an important voice in our industry,” said Vitalii Prokofev, CEO at Boomerang Partners. “Being nominated alongside other top programs shows our focus on positive interactions and impact for our valued affiliate partners.”

Given the brand’s many advantages and high standards, Boomerang invests resources in launching new initiatives and tries to improve the market. Like the global Golden Boomerang Awards traffic championship, offering real-world awards for best affiliates in the market. This approach helped Boomerang expand its affiliate network by 135% to over 5,200 partners worldwide in over 70 countries.

Highlighting its industry significance and recognition by industry leaders, last year Boomerang Partners earned prestigious accolades, such as the “Casino of the Year” at the SiGMA BALKANS/CIS Awards, the “Commission Offer Of The Year” at the AffPapa iGaming Awards, “The Best PPC Affiliate” at the SiGMA Europe Awards, along with special recognition at the BiS SiGMA Americas 2023 for enhancing the iGaming & Betting ecosystem in Brazil.

While voting for the AskGamblers Awards remains open until June 12th, the “Best Affiliate Program” category which Boomerang Partners is nominated is not open for public vote, as stated by AskGamblers. Check out the full list of nominees and vote for your favorites at AskGamblers.com

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Affiliate Success

MyAffiliates is officially the most used affiliate marketing software by the iGaming industry.

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MyAffiliates is officially the most used affiliate marketing software by the iGaming industry

 

MyAffiliates is officially the most used affiliate marketing software used in the gaming industry.

The exercise was conducted on a sample of 1,100 affiliate programs with data provided by Statsdrone revealing that MyAffiliates is used by almost 16% of gaming operators, followed by Affilka (11.8%), Income Access (10.5%) and NetRefer (7.8%).

The findings of the recent exercise, based on a sample of 1,100 affiliate programs, affirm MyAffiliates’ position as the preferred choice among gaming operators. With nearly 16% of operators utilizing our software, we are honoured to be entrusted with facilitating their affiliate marketing efforts.

While we celebrate this achievement, we also recognize the evolving landscape of the industry. The fact that 17% of gaming operators still rely on proprietary software presents significant opportunities for ready-built solutions like MyAffiliates to further expand our market share and empower more operators to optimize their affiliate marketing strategies.

Considering this significant milestone, we at MyAffiliates extend our heartfelt gratitude to our clients and partners for their unwavering trust and support. This achievement underscores not only the effectiveness of the MyAffiliates platform but also the dedication of our team to continually innovate and provide unparalleled service to our users.

John Wright, CEO of Statsdrone, expressed his insights regarding MyAffiliates’ dominance in the iGaming industry, stating, “We know that MyAffiliates has an advanced platform for operators and is one of the reasons we know that MyAffiliates has become the most popular affiliate platform in iGaming. We hear from affiliates it is one of their preferred platforms to work with so for us it isn’t much of a surprise to see why operators choose MyAffiliates. In the last 6 months, we’ve noticed more MyAffiliates brands being requested on our platform, and I can’t see why that trend won’t continue.”

Clemence Dujardin, MyAffiliates Group CEO added: “As the leading affiliate marketing software in the iGaming industry, MyAffiliates remains committed to delivering cutting-edge solutions that empower gaming operators to maximize their affiliate programs’ performance and ROI.”

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