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The Outlook for UK iGaming Affiliate Marketing in 2021

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Photo credits: shutterstock_1118068061

 

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.

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Is Investing in Online Gambling Still Viable?

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Photo by Adeolu Eletu on Unsplash

 

It is not hard to realize why many have noticed the online gambling industry when it comes to investments. With growth over 224% in the US, it is hard to miss such a boom. But, many people question if investing in online gambling is still viable or has the train passed for the biggest winners.

The answer mainly depends on if the investor is planning to get rich quick or to establish him or herself in the industry. For the former, regretfully the peak has already passed if doctors and governments are to be trusted.

But, if you want to make a high-quality business that will bring regular growth and pay regular dividends, the so-called iGaming industry is the place to be right now. Even if the growth of the market slows down, it will not stop.

This is because the three main comparative advantages of online gambling will still be present even after people are allowed to visit brick and mortar establishments:

  1. Low regular overhead
  2. Access to global markets
  3. Ensured advantage

And the last point might be the most important if you are a concentrated investor. The superior stability of online gambling compared to regular casinos makes it much easier to plan your business, as well as borrow against the company.

Don’t Expect 2020 to Repeat

Investing now and expecting to triple your investment by this time next year would be very unwise. While substantial growth is possible, some normalization of the curve is to be expected.

By all accounts, a vaccine against the current pandemic is expected to arrive in early 2021, with the effects taking in by the spring of next year. This will mean that fewer people will spend time indoors, thus less time gaming on phones, tablets, and computers.

Still, most of the current user base is expected to remain and new users will join in as the word of mouth spreads globally. This makes a perfect chance for someone, especially if offering niche-specific services, to swoop in and fill that market.

Enough Players for Everybody

There is no territorial competition when it comes to online gambling. With the number of players entering and the demand for online gambling rising, the competition is very fair and very open between casino operators. This makes a very relaxed atmosphere if you are a new investor in the industry. Of course in some markets like Australia the players spend more on average than in markets like Romania so competition there is a bit more saturated.

But, keeping players on your platform as well as standing out will be difficult. Finding modes to increase your offering and improve your services will be crucial if you want to remain relevant and growing.

High-Entry / Low-Maintenance

With some new legislation that will be affecting both Malta and Curacao, the industry will probably become even cleaner. But, the licenses will become more expensive, which may dissuade smaller investors from chipping in.

Namely, the old Curacao license, usually taken out by new operators, will now cost roughly $120.000, which is a steep increase from the $35.000 which was the price so far and will be until January 1st, 2021.

But, for those who have the funds, this is where major expenses end and where income begins. As the costs for operations, security, services, and technical support all scale with the level of business, you will rarely find yourself bleeding funds in any way.

Generally, if you can make an arrangement with game developers for pay-to-play terms, you can have a very secure income with minimal expenses and only a basic payroll staff.

New Curacao License

While still being valued as a license that ensures trust and safety from the operator, Curacao has been seen as the ‘second-best’ for a very long time. This is because the rules for obtaining, as well as oversight, was much more relaxed than for the Malta GC license.

But, with the new deal made between Curacao and the Dutch authorities back in Europe, the value and price of this license will rise quite a bit.

For those who had the papers this year, the ~$85.000 increase won’t be an issue, but it might be for new operators looking to open an online gambling business in 2021.

Malta is the Gold Standard

A license provided by the Malta Gaming Commission is still the golden standard when it comes to online gambling. The rules now planned by Curacao have been enforced in Malta since 2009, and even new players are familiar with the significance of having such a document.

But, for many operators, this type of clearance is not necessary. If you don’t want to market towards EU players and don’t plan on predatory tactics in the first place, you may use the Curacao license and save some money initially.

Later, when you have your business established and your investment relatively secure, you can always take the Malta license as well and try to reel in some bigger whales that are hiding all over the world.

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The Easiest Casino Games For Newbies

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Photo by Jonathan Petersson on Unsplash

If you someone new to online casinos–which means, you don’t have any experience in playing in a land-based casino either–you may be surprised with how many games you can play online through your computer or mobile device. For someone who may have very little to no idea at all, the long list of playable games can be a bit overwhelming and may even be discouraging for some. However, it should not be like that.

Before you go and choose among the long list of online casinos out there, it would be a wise choice for you to have at least a plan on which games you go to first. Ideally, you would not want to go big on the complicated and complex games like sitting at a poker table or rolling it high on other card games. As a newbie, the best route for you to go is to play on the easiest games first, before moving on to the harder ones.

With that in mind, here are some of the easiest casino games you can play that are all newbie-friendly.

Slots

Slots is the classic favorite of a lot of people playing in a casino, whether it is on a land-based one or an online betting site, and it goes for a very good reason. This is because slots are one of the simplest, if not the simplest casino games to play.

All you need to do to play slots is to choose your game, pull the lever (or if you are playing online, push the button), wait for the spinning symbols to stop, and hope that you will get a winning combination.

However, although slots can be a good stepping stone for newbies who may be just “testing the waters,” it is not a good game to play long-term, as the odds are stacked against you and there is no real way for you to play strategically and at least increase your chances of winning.

Roulette

Roulette, in its many variants, is yet another one of the simplest games in a casino. Unlike slots, there a system to playing roulette, although it is still easy to learn and can be understood even by complete newbies in only a matter of minutes.

In roulette, a ball is thrown into the spinning wheel (the roulette), and all you have to do is make a bet on where you think it would land once the wheel stops spinning. You can bet on a specific number, on a block of numbers, or on a color where it would land. Each type of bet, of course, has its corresponding profit margin.

Baccarat

To non-gamblers, a game of baccarat may look to be a complicated one that involves a lot of counting and mathematical skills. However, the truth is it is not. It is so simple that you can play it without having any knowledge of it at all.

In baccarat, the mechanics are simple. The dealer (banker) gives the player two cards and two cards themselves as well. Now, the player would be which set–the player or the banker–has a card combination that is closest to the number nine. While there are three available bets–the player, banker, or a tie bet–the most ideal bet is to just always bet on the player.

Final thoughts

Once you get the hang of these games, you can either stick to playing them or if your think you are ready enough, start moving on to the more complicated games. Either way, gamble at your own pace and do not forget to be a responsible player at all times.

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All you Need to Know about Casino Christmas Bonuses

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Photo source: unsplash.com

Every business wants more awareness during the holidays and casinos are no different, that’s why during every Christmas season they rollout amazing bonuses to give back to the players and get more attention drawn to their sites.

 

Why do Online Casinos Give Christmas Bonuses?

Christmas is the most important time of the year for a lot of companies, from toys to clothing companies. The holiday season is when consumers are most likely to treat themselves or the people in their life with a gift. It is also when they looking through the options available to get the best deals. That’s where Christmas bonuses come in. They act as a reward to customers for choosing a certain brand over another and provide the attention of more people to the brand. Although gifting bonuses in online casinos is a strategy used almost all-year-round, most casinos do a really good job boosting their proposals during Christmas to attract more players.

 

How To Find The Best Online Casino Christmas Bonuses In Finland?

Finland can be one of the most magical places to spend Christmas. Its snowy cozy feel and the lights make it a wonderful location for spending the holiday. This is also why online casinos there take greater initiative for the winter season and offer great casino Christmas calendars and bonuses, most of which you can find at casinomaisteri.com. With a simple search on the site, you can choose from a variety of Finland’s licensed sites to play various games of your choice.

 

What Types of Christmas Bonuses are There in Finland’s  Online Casinos?

Online casinos use a great variety of bonuses to make their sites more attractive to players that look for games. All types of bonuses that are typically used are also available to users playing from Finland. There is a few types of Christmas online casino bonuses you might see:

Welcome bonuses

This bonus you may get for signing up during Christmas time.  It can range from a waiver of the entry fee to free games or other gaming benefits.

Game premiere bonuses

A lot of casinos release Christmas themes games and promote them by allowing gamers to play for free or give them credit to play.

Loyalty bonuses

If you have a favorite online casino you might get a Christmas present from that brand for staying loyal to the site. Loyalty bonuses can also come with many other different perks which depend on the brand.

Free spin & free time

These types of bonuses let players enter a game or stay longer playing with no charge. The casino covers those fees so the player can enjoy the game.

Why are Casino Bonuses Special?

Casino bonuses make players more excited to stay on a site or choose a particular game. They are one of the most useful tools casinos use to boost their performance and they also became a great addition to the Christmas theme for the industry.

 

What’s the Best Way to Use Casino Bonuses?

It depends on each player, so they must look at the Christmas bonuses available on external sites and choose the option that will get them closer to their particular goals faster.

 

 

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