Results show that 86% of respondents have mobile sites with corresponding traffic on the rise
Montreal, QC. 7th March 2018 – Income Access, Paysafe’s marketing and technology services provider, has released a new survey report, entitled State of Play: iGaming’s Affiliate Marketing Industry. The report includes statistical and anecdotal insights on the current state of the affiliate marketing industry as well as expectations for 2018 and what trends will define the months ahead.
More than 20 survey questions cover a range of topics, including mobile traffic and optimisation, preferred advertising models, verticals and markets of interest, factors when considering an operator partner and more. The full report is available for download on the Income Access website.
Questions related to mobile and promotional strategies were among the most revealing. 86% of affiliates said that they currently run a mobile site and 77% selected content (i.e. online site reviews, sports news, etc.) as a key promotional strategy. For the latter point, other popular promotional strategies include banner adverts with sign-up offers (55%) and Twitter accounts with trackable links (30%).
Casino (44%), sportsbook (36%), poker (31%) and bingo (27%) were identified as the top four verticals that affiliates are considering promoting in the future. eSports (25%), lottery (21%) and social gaming (21%) also showed signs of long-term affiliate interest.
Income Access compared several results to a separate 2016 affiliate survey – also conducted by Income Access – that addressed many of the same topics and questions. This comparison showed an increase from 20% to 39% of affiliates who said that more than 50% of their traffic arrived from mobile devices. For verticals, the number of affiliates who selected bingo as a current focus rose from 17% in 2016 to 40% in 2017. Casino was the top current vertical of focus at 75%.
Several affiliates provided personal and anecdotal commentary about the current state of affiliate marketing, expectations regarding the affiliate channel’s evolution and the most important questions affiliates will ask themselves in 2018.
Through the Income Access Network, iGaming’s longest-serving independent affiliate network, Income Access is in daily contact with leading industry affiliates across an array of verticals and markets. With its suite of digital marketing services, including affiliate programme management, media buying, SEM, ASO and content marketing, Income Access has also gained in-depth knowledge of the tools and strategies leveraged by iGaming industry stakeholders.
Lorenzo Pellegrino, CEO of Income Access and Digital Wallets at Paysafe, said: “With the survey report, Income Access set out to evaluate the state of the industry through the eyes of affiliates. What we found was a mix of consistency, which can be seen in results for the leading markets and verticals, and evolution. Increased interest in bourgeoning verticals such as eSports and Lottery is a great sign for the industry. That affiliates are making a conscious effort to be strategic with their content development is similarly encouraging.”
For more information about the survey report, please contact Income Access.
About Income Access
Founded in 2002, Income Access is a technology company, affiliate network and digital marketing agency servicing the global gaming market, including regulated iGaming, social gaming, land-based casinos and online financial trading (forex, binary options). Through its award-winning marketing software and a partnership-centric approach, Income Access delivers comprehensive data and strategic insight on marketing campaigns across all digital and offline channels.
In September 2016, Income Access was acquired by Paysafe Group, the company behind the digital wallet brands NETELLER and Skrill. Income Access is partnered with over 300 gaming brands worldwide. These include: Betfred, Bet Victor, BGO Group, Caesars Interactive, Coral, Gala Interactive, IGT’s Lottomatica, Jackpotjoy, Lottoland, Pinnacle, PMU, Sportingbet, Stan James, and TwinSpires.
Paysafe is a leading global provider of end-to-end payment solutions. Our core purpose is to enable businesses and consumers to connect and transact seamlessly through our industry-leading capabilities in payment processing, digital wallets and online cash solutions. Delivered through an integrated platform, our solutions are geared towards mobile-initiated transactions, real-time analytics and the convergence between bricks-and-mortar and online payments. With over 20 years of online payment experience, a combined transactional volume of US$48 billion in 2016 and over 2,600 staff located in 12 global locations, Paysafe connects businesses and consumers across 200 payment types in over 40 currencies around the world.
Blexr has been crowned Best Casino Affiliate at this year’s IGB Affiliate Awards
The IGB judges said the company’s innovative work with SEO “helped Blexr stand out as a winner, and we liked the deposit guarantee that they offer to their customers”.
The judges added: “Their selective way of working means Blexr only collaborates with top quality partners, which judges felt had helped contribute to their impressive growth over the last 12 months.”
IGB also mentioned how “Blexr’s charitable work within the community helped them stand out as an affiliate to be highly commended”.
Blexr is a lead generation company which operates in the iGaming, sportsbook and forex affiliate markets. It also owns the Home Grounds website, which serves a community of home baristas.
Ian Hills, Blexr’s general manager in Malta, said: “We’re delighted and thrilled to be recognised by IGB this way.
“We pride ourselves on recruiting smart people with innovative ideas and winning a prestigious award like this one is a lovely way for the whole team to be rewarded for their hard work and dedication.”
GiG Media reaches top 3 in EGR Power Affiliates Ranking
Gaming Innovation Group’s media affiliate business, GiG Media has been given industry recognition as one of the top three power affiliates within the gaming industry in this year’s Power Affiliate Ranking 2021.
The annual Power Affiliates list commends 25 of the most successful affiliate businesses in the global gambling industry and is referred to by EGR as “a comprehensive rundown of the biggest online gambling affiliates operating in the sector today.”
GiG Media grew from strength to strength in 2020, In December 2020 GiG Media realised an all-time high in monthly revenue and generated the 2nd highest monthly player intake over the past two years. The positive developments continued in the new year. In Q1 2021 GiG’s media business reached an all-time quarterly high in player intake and in revenue. In Q1 2021 player intake grew 56% YoY and 31% QoQ hitting an all-time high in players generated quarterly for GiG Media.
Jonas Warrer, CMO at GiG said: “ I am extremely proud that we have officially been named one of the top three Power Affiliates in this year’s EGR Power Affiliates Ranking, up nine places from last year! This is a strong testament to all the hard work and dedication the organisation has put into improving our websites, our campaigns, our IT, our content, our design, – just to name a few areas. I am happy to see that our focus on organic growth resulted in continuous improvements throughout 2020, with the aim of new all-time-highs to come throughout the rest of 2021.”
Bojoko crowned Affiliate of the Year at EGR Nordic Awards
Popular online casino listing site fends off stiff competition to take home the trophy at prestigious awards ceremony
The Bojoko team is celebrating once again after being named Affiliate of the Year at the prestigious EGR Nordic Awards 2021.
This is the second EGR award that Bojoko has taken home after being crowned Casino Affiliate of the Year at the hotly contested EGR Operator Awards 2020.
Bojoko fought off stiff competition from some of the biggest names in the affiliate industry including AskGamblers, Better Collective, Blexr, Catena Media and the Gambling.com Group.
EGR judges said it had been “another excellent year” for Bojoko and that its SEO performance and overall conversion “really shines”.
The EGR judges added: “A more unique idea than most affiliates with great growth and sustainability. A very clever and new type of affiliate that is showing great success. Well done!”
Bojoko allows online casino operators and game developers in the Nordics to create their own dedicated listing page and tell their story through their own words, images and videos.
Bojoko members, of which there are now 30,000+, then rate and review each casino and game and share their honest opinion about the experience they receive.
During the judging period Bojoko built out its team dedicated to the Nordics which led to a 10x increase in unique site visitors and a 25x increase in registered Finnish players.
Joonas Karhu, Chief Business Officer at Bojoko.com, said: “We will need to find more space for our trophies after scooping our second EGR award in as many months but seriously, the entire team is thrilled how have been recognised for our work in the Nordics.
“The Nordics remain a key focus for us and we see plenty of opportunity to drive growth from the region by providing players with our award-winning online casino listing product and service.
“Our mission from day one has been to help players quickly and easily select online casinos through transparency and community feedback and it is a concept that has proved to be hugely popular.
“I would like to thank the EGR judges for recognising our efforts and successes in the Nordics by crowning Bojoko Affiliate of the Year 2021.”
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