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Affiliates and the resurgence of online bingo

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Affiliates and the resurgence of online bingo

 

Thomas Jones, founder of NewBingoSites.net, says millennials present a huge opportunity for affiliates but they must overhaul their propositions to engage this lucrative demographic

 

Online bingo is enjoying a resurgence in play among UK consumers and is proving to be particularly popular with younger players and millennials.

A recent survey by Wink Bingo found that 65% of UK bingo players are under the age of 44 with 35% of them falling between the ages of 25 and 34.

These players are drawn to the simple nature of the game, the community aspect it offers

and it being a natural fit for smartphone and tablet play.

Unlike other casino games such as blackjack and poker it requires no skill and while it is a game of chance, it is not held in the same regard as slots.

Indeed, many put bingo in the same category as lottery, which also enjoys mass market appeal.

The simple nature of the bingo – much of which is automated when played online – is combined with a sense of community and entertainment.

Most operators offer live chat and forum facilities, and the various themes and brands mark out bingo as an inclusive and fun pass time.

The opportunity presented by this resurgence in online bingo play is not going unnoticed by operators; 888 recently snapped up Costa Bingo from Jackpot Joy Group for £18million.

This perhaps unexpected trend also throws up tremendous upsides for online bingo affiliates who now have a new demographic of player to go after.

But millennials are a savvy bunch, and affiliates will need to really up their game if they are to engage them and build the trust required for them to make a buying decision.

This is going to mean taking a new approach to the design and layout of their sites, via the content they create and publish and the channels through which they communicate.

These are some of the things they must consider and deploy:

Sleek and stylish design:

Affiliates provide the information, insight and entertainment that helps players to decide where and what to play.

With this in mind, it is important to look at other affiliate publishers that have high levels of millennial engagement outside of the gambling sector to see what does and doesn’t work.

This could mean prioritising content over bingo sites listings; this has not been the case in the past but could prove key to engaging younger audiences now.

Consideration must also be given to how easy it is for users to navigate and explore the site, especially from smartphones and tablets (more on this later).

High value content:

Affiliates must also overhaul their content strategies – it is simply not good enough to publish a handful of reviews and a small library of bingo guides.

Millennials wish to be educated and entertained, so the content created and published must reflect this and include things like news, features, interviews and reports.

It is also important to take into account the type of content that is being created – this should go beyond the written word to video clips and even audio blasts and podcasts.

The content itself needs to be of the highest quality and provide significant value to the reader. If it doesn’t, affiliates will fail to build trust with younger audiences.

Ramp up activity on social media:

Affiliates spend a great deal of time, and money, on ensuring they rank highly in the SERPs and while this is still important, there are other ways of tapping into millennial audiences.

Social media is hugely important in this regard, and affiliates must have a presence on Facebook, Twitter and Instagram.

But they must do more than share links back to their articles and reviews.

To truly win on these channels, they should become part of conversations and have something meaningful to contribute.

In addition to this, they should also think about working with social media influencers as they provide easy access to younger audiences and have a huge impact on their decision to buy.

Mobile, mobile, mobile:

It goes without saying that all of the above must be deployed with a mobile first mentality, from design to content via being active on social media.

Millennials and younger audiences live their lives via their smartphones and tablets and products and services (such as affiliates) that don’t work on mobile will not be engaged with.

This means affiliates must think about how their sites are designed – no excessive swiping and scrolling – as well as the approach they take to content – short and snappy.

For social media, think about new ways of creating content – perhaps video reviews for Instagram stories – and ensure it still engages, educates and entertains.

Doing all of the above is no easy task, but given the increasing popularity of online bingo, particularly among millennials, the rewards for those that get it right are set to be huge.

Affiliate Announcements

Digital Marketing Mixer to be hosted for second iteration of FREE business networking on 30th June

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Digital Marketing Mixer to be hosted for second iteration of FREE business networking on 30th June

 

 

Last month saw the launch of the first Digital Marketing Mixer, a FREE business networking event created by Lee-Ann Johnstone which hosted over 150+ iGaming and Affiliate Marketing professionals in attendance.

The event which received outstanding delegate reviews, will be hosted again on Monday 30th June between 4-6pm (BST) via Zoom. The aim of the speed networking event is to bring together affiliates and digital marketers, technology providers , agencies, experts and marketing service providers together to promote their services virtually.

With limits on travel and attendance at physical events still in play opportunities to network for new business have been limited. That combined with increased remote working has had a natural impact on business development slowing in the short term.

The Digital Marketing Mixer has been created as an open platform for professional social networking to take place in a structured but relaxed virtual atmosphere. The event has been created to support new business and continued lead generation for all businesses operating in the Affiliate industry.

Lee-Ann Johnstone, the event host commented: “The Digital Marketing Mixer is a key event for digital and affiliate marketing businesses to get better connected during this uncertain time. The objective is simple, bring people together to talk, to collaborate and ensure new business and service opportunities continue to thrive. I’ve created this FREE networking event for EVERYONE to benefit from in the affiliate industry to help get new business deals done.”

The mixer remains 100% FREE for delegates to attend and is open to any vertical. Once again the event is held in collaboration with founding collaborators GPWA.org, iBet Directory, and AffiliateINSIDER collaborating to deliver this event.

“The toughest part of the conference experience to replicate online was always going to be those oh-so-important conversations in the bar. I was delighted to find myself in just such conversations at the Digital Marketing Mixer – top marks! “  said Sue Dawson from bestnewbingosites.co.uk who attended last month’s inaugural event. 

The Digital Marketing Mixer will offer a host of  fun networking games, speed selling challenges and enable delegates to enjoy discussing the latest industry trends whilst providing a platform to market their goods and services. The focus of this event remains on getting digital and affiliate marketing professionals quickly connected, getting new deals – done!

Lloyd Richman, founder of iBet Directory commented: The Digital Marketing Mixer Party is a great concept and offers all delegates the option to contribute unlike other webinars and conferences. It had a good mixture of natural event speakers, experienced iGaming professionals and new people to the industry. A great event which was highly successful.

If you are an agency, affiliate, consultant, operator, digital marketer, payment provider or saas product owner, everyone working with or in the affiliate industry is welcome to attend.

RSVP FOR FREE and join the Digital Marketing MixerHERE

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Affiliate Announcements

Mr Gamble is the fast growing iGaming affiliate taking the world by storm

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Player-friendly approach to casino comparisons sees audience grow to new highs 

In January 2019, two iGaming enthusiasts from southern Finland, Paavo Salonen and Jonas Kyllönen, created an affiliate site which follows a different path to competitors in the sector – Mr-Gamble.com was conceived to provide a user-friendly service that details the key benefits for different online casinos.

In a little over a year, the team at Mr-Gamble (owned by CashMagnet Ltd) has grown from two to sixteen people, and their site is attracting millions of views and an audience of thousands, eager to find a more discerning comparison site for online casinos.  With such impressive growth, the company is now moving to bigger offices in their adopted home town of Tallinn, Estonia.

Putting the players first has been key to this success, with the team’s focus to build a casino comparison site which highlights the various benefits from leading online casino operators.  Easy-to-use filters allow players to match specific search criteria to their needs, such as high quality casino bonuses, with a brand promise to help users “find a 200% bonus in under one minute”.

 

Moreover, with responsible gaming high on regulators agendas for 2020, not least due to COVID-19, Mr-Gamble’s onboarding policies for new casinos include strict criteria to ensure player protection.  Time-out periods, self-exclusion options, financial limits, and more are all in place to reassure players that beyond the entertainment factor, their well-being is key. 

Jonas Kyllönen explains, “While our competitors focus simply on the bonus offer and a select few aspects of gaming, Mr-Gamble.com highlights things like hidden T’s & C’s and other small details that make up the overall quality of a casino’s service and the bonuses they offer. We even include a section purely for casinos that offer free spins, allowing players to find free spin offers without deposits.  This sets us apart from old school affiliates and builds trust with our audience, resulting in a high proportion of returning visitors.”

Kyllönen, who leads on all aspects of marketing for Mr-Gamble, also realises that staying plugged in to media platforms such as Twitch and Instagram enable the company to attract some of their users from the elusive millennial market.  

“In just six months”, says Kyllönen, “we became the most watched slots channel on Twitch in Finland, and alongside our Instagram following, this allows us to stay in touch with our audience across multiple touch points – it’s been key to our growth. We still see SEO and PPC as the main pillars of the casino affiliates sector, but complimentary channels like Twitch are both entertaining and good for business.”

This well-rounded approach to the casino comparison sector is both innovative and forward-thinking, standing the company in good stead for the coming decade, during which adapting to change and staying on top of market trends will separate the men from the boys.

Mr Gamble’s affiliate offering is already well-established in Finland, and in April 2020 Mr-Gamble expanded operations to more English-speaking markets including the UK and Canada. The company also plans to target the US market, with licensing currently underway, and is looking at opportunities in Asia. 

Alongside Finnish casino enquiries, the company invites English language operators from international markets, particularly in the UK and Canada, to contact silver@cashmagnet.money for more information on deals and listings. 

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Affiliate Success

Exclusive Q&A with Marinos Shiapanis, CEO at Campeón Gaming Partners

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Exclusive Q&A with Marinos Shiapanis, CEO at Campeón Gaming Partners

 

We shall begin with the iGB award. How do you feel after winning this award? Had you expected this award?

We really didn’t. This was our very first time being nominated at the iGB Affiliate Awards and, given the fact that the competition was really high, we were not expecting to hear our name. Needless to say, we were – and we still are – overwhelmed and very excited. It was a team effort, and this is why we celebrated as a team after receiving the award in London.

This is the first time Campeon has been nominated for iGB Awards. And you hit the bull’s eye in the first instance itself. How do you see this honour: as a reward of your hard work or as a stepping stone for future innovation?

I think it is a little bit of both: it is definitely a reward and a recognition of the whole Campeón Gaming Partners team’s hard work and effort, but, at the same time, this is a stepping stone for us to do more, invest more in innovation, expand and further develop across all sectors. The whole team, and especially the Affiliate & Partnerships team, really devoted themselves to the company and they are the reason we have managed to win this award. Such an award is extremely important for us, as it shows how far we have gone in such a short period of time; we have managed to slowly establish ourselves in the iGaming industry, become a familiar face for affiliates in the market, expand our network and grow as a team and a brand. However, winning this award doesn’t mean we stop here; this is not just a motivation for us, but an obligation as well to work harder, focus more and deliver even better results. I think you will hear more of us the coming months.

The award recognises how Campeon stood out in terms of “transparency, inclusiveness and continuous support”. What are the things unique to the affiliate program of Campeon Gaming Partners?

Since the beginning, our vision was to create an affiliate program that would not only attract affiliates, but it would also keep them engaged. We started off with a small network and as we were building it up, we were also improving our program. Today, our network is comprised of over 1,000 affiliates and our affiliate team has managed to establish personal relationship with each and every one of them. To us, it’s crucial to put a face to the name; it’s not just about numbers, it’s about having a person who you know will listen to you and deal with your issues no matter how big or small. This is our way of thinking: we treat each affiliate’s request as equal, and I believe that our affiliates appreciate this.

In early 2019, our team dedicated themselves into redesigning the program’s strategy, aiming at building stronger, more interpersonal relationships with our partners, and providing them with better models in order to maximize their profits. At the same time, we optimized the affiliate experience, from the registration of the player, all the way to the affiliate statics’ analysis we have successfully merged, integrated, and incorporated all of the Campeón Gaming Partners’ brands into new platforms, ensuring that no affiliate activity was ever disrupted.

The award also mentions how Campeon offered tailor-made program to the affiliates. Could you shed more light into the deeply customizable affiliate programs of Campeon Gaming Partners?

Each affiliate has his or her own needs that looks into serving through a program. At Campeón Gaming Partners, we understand that, and every time we onboard an affiliate, we go into deep discussions with him or her to understand what they are looking for in our program. I think the most important fact for our affiliates is that we assign them their very personal point of contact, who is there for them whenever they are in need. So, when we onboard a new affiliate, we first assign him or her their point of contact, who makes sure to talk to him or her, understand his or her needs and goals and together they create a program tailor-made to the affiliate’s needs.

What are the qualities that you look forward to in an affiliate? Not all affiliates are likely to become successful, right? Based on your experience, what separates the successful affiliates from the rest?

We want our affiliates to treat us the same way we treat them: with respect and transparency. We always do our best to accommodate our affiliates’ needs, so we are looking into building partnerships based on trust. I think this is the most important part for us.

Regarding the second part of your question, I believe that definitely industry knowledge and audience play a significant part in separating successful affiliates from the rest. But besides these, I think that players are looking for affiliates who will be honest with them, affiliates they can trust; I believe it is the only way to build up a players’ audience.

New new social media platforms are increasingly micro-targetting the end customers and automated CRM tools are getting more and more advanced. In this scenario, how do see the future of affiliate marketing evolving?

I believe that affiliate marketing is already changing and with these new tools it will change even more in the future. We are now entering a new era: the digital and customized era. Customers are increasingly becoming more and more demanding; they now know they don’t have to compromise anymore with mass solutions, so they are asking for customized ones. They demonstrate their needs and preferences and demand for an experience tailor-made to them. I believe this is where affiliate marketing will focus in the future, and all the new or upcoming tools available, will give us the advantage of analysing the customers’ behaviours and providing the best solutions to them. Affiliate marketing of the future will evolve around customized player’s experience, in my opinion.

Finally, tell us about any big announcement in the near future. Expanding to more countries? Launching or integrating new products? Or a new marketing campaign? Our readers will be eager to read something first here.

A couple of weeks ago, we launched our first Pay N Play platform for the Scandinavian market, SvenPlay. In a few days, we will be launching our brand new, themed platform, Sons of Slots. This is a challenge for us, as it will be the first time we are introducing such a themed platform to our players. The Sons of Slots story goes back to the motor gangs of the US and it all evolves around that; rough street battles, leather jackets and ripped jeans, long hair, and endless road trips on their Harleys. This is what inspired us and we wanted to bring something very exciting to our players. Entering the Sons of Slots platform, our players will be transferred to a new world, the world of American motor gangs; they will play their favorite games in a new, adventurous environment, with exciting features, which will take their gaming experience to a whole new level. To bring this project to life, we have invested heavily in technology and this is why we partnered with a major agency, MaxCreate, specialized in bespoke front-end design, in order to be able to offer more flexible and versatile platforms to our players and to our affiliates.

I think 2020 is our year, and people will hear more of us: exhibitions, PR, awards… We will make it happen.

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