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Hitting for six



Hitting for six-cricket
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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.

Affiliate Success

Blexr has been crowned Best Casino Affiliate at this year’s IGB Affiliate Awards



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.”

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Affiliate Success

GiG Media reaches top 3 in EGR Power Affiliates Ranking



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.”

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Affiliate Success

Bojoko crowned Affiliate of the Year at EGR Nordic Awards



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 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, 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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