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.
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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