News
The Outlook for UK iGaming Affiliate Marketing in 2021
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.
“I personally think the industry should view this as a positive chance to work hand-in-hand with the NHS, charities and government as all stakeholders pull together to minimise gambling harm. Gambling is meant to be fun and entertaining and the industry must ensure that it is responsible, so that those in need can gain access to properly funded support as and when they need it.”
Affiliate Compliance
Rightlander and RavenTrack Partner to Boost Affiliate Marketing Compliance and Advertising Opportunities
Leading iGaming compliance and tracking platforms unite to bolster affiliate marketing integrity.
Rightlander, a leading provider of marketing compliance and intelligence solutions, has announced a strategic partnership with RavenTrack, a prominent affiliate tracking platform. This collaboration aims to enhance marketing compliance and risk management for Raven Track clients and help identify untapped advertising opportunities with affiliates across global markets.
The partnership will offer access to Rightlander’s comprehensive suite of innovative marketing compliance solutions, including web, search, and social media monitoring to track affiliate promotional activities, content compliance scanning to ensure adherence to regulatory requirements and monitoring services.
RavenTrack’s diverse client base spans established and emerging markets, and this partnership addresses the growing need for robust compliance measures in regions with evolving regulatory landscapes.
Sarafina Wolde Gabriel, CEO of Rightlander, commented on the partnership: “We’re excited to partner with RavenTrack to offer our cutting-edge compliance and marketing solutions to their global client base. As marketing regulations tighten in established and emerging markets, our tools will help brands and affiliates navigate the complex landscape of marketing compliance and capitalise on advertising opportunities.”
RavenTrack is a leading affiliate tracking platform specialising in providing advanced tracking and analytics solutions to help brands optimise their affiliate marketing programs. Its client base includes prominent brands such as Jumpman Gaming, Betfred, Bet9ja, and Mr. Q, to name a few.
Adam Rowley, RavenTrack’s Managing Director, expressed enthusiasm about the partnership: “At RavenTrack, we understand the critical importance of marketing compliance. Our collaboration with Rightlander represents a significant step forward in our mission to provide our clients with robust, innovative and effective tools for managing their affiliate programs.”
“By integrating Rightlander’s advanced compliance solutions with our cutting-edge tracking platform, we’re empowering our clients to navigate the complex regulatory landscape with confidence while maximising their marketing potential.”
This partnership represents a significant step forward in promoting responsible and compliant marketing practices in the rapidly evolving affiliate marketing industry. By combining RavenTrack’s expertise in affiliate tracking with Rightlander’s advanced compliance tools, the collaboration aims to set new standards for transparency and regulatory adherence in the sector.
Affiliate Announcements
Raise your Game with BoostBox by MyAffiliates: a new AI-Driven must-have iGaming Affiliate ace, for instant wins and real results
Jackpots just got closer for iGaming affiliate marketers with the launch of BoostBox by MyAffiliates — a new AI-driven tool designed to unlock new levels of affiliate potential. With a simple touch of a button iGaming affiliate partners can now access:
- Instant Updates: up-to-date product and promotional information
- Increased Productivity: easy access to brand resources, whilst reducing support queries by up to 40%
- Streamlined Research: brand and product information in an instant
- Quality Content: resources to produce consistent, on-brand promotional content
Boostbox by MyAffiliates is not just a game-changing upgrade — it’s a leap forward in affiliate marketing, setting a new standard in the industry for speed, relevance, impact and results.
iGaming affiliate marketing has long faced recurring obstacles that impact performance potential – delays in accessing information, time-consuming research, content inconsistencies, and resource limitations. BoostBox by MyAffiliates is an innovative AI-driven solution to these challenges, enabling affiliates to stay competitive and focused, taking results to a new level.
Clemence Dujardin, Group CEO at MyAffiliates, “BoostBox is redefining iGaming affiliate support and is the ultimate affiliate marketing solution. By maximising the capabilities of AI to bring real-time information to affiliate partners, programmes and content are guaranteed to be as impactful and as engaging as possible. MyAffiliates is at the forefront of affiliate marketing, and using the latest technology to launch BoostBox today, our users can enjoy the very best available affiliate marketing experience and strengthen their potential overnight.”
Roo Wright, Founder of BoostBox added, “Having built a number of affiliate businesses over my 18 years in the industry, I know firsthand the challenges affiliates face. BoostBox was born from that experience, and our partnership with MyAffiliates will help take affiliate marketing to the next level.”
MyAffiliates has long been a powerhouse in affiliate marketing software, empowering iGaming operators to bring all their brands and products together under one seamless affiliate system. Since its launch in 2007, MyAffiliates has set the standard in the industry, becoming the go-to platform for iGaming operators. In fact, StatsDrone recognised MyAffiliates in April 2024 as the most-used affiliate marketing software in the gaming industry—solidifying its role as a trusted leader and innovator in the space.
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