Harnessing the Power of Affiliate Programs in the iGaming Sector

An Introduction to iGaming Affiliate Marketing

In the world of iGaming, affiliate marketing has proven to be a highly effective strategy for operators looking to enhance their reach, maximise revenue, and increase player acquisition. 

Operators can tap into a cost-efficient method to drive targeted traffic by making the most of the vast networks of affiliates available. If done well, affiliation can increase brand visibility, secure a higher volume of player sign-ups, and drive engagement. With knowledge of the best affiliate strategies and how they work, operators can be sure they are getting the best return on their investment. 

Need help figuring out where to start? Join us to learn the basics of affiliation and discover what affiliate marketing can do for you and your brand. 

What is Affiliate Marketing?

Affiliate marketing in the iGaming context involves creating partnerships where affiliates—from individual influencers to large organisations—promote an iGaming operator’s services. In return, these affiliates earn commissions based on the activity or revenue generated by the players they refer to the operator. The performance-based affiliate model ensures operators invest in marketing efforts that bring results, making it a mutually beneficial arrangement.

What is Affiliate Marketing Worth to Operators?

Is affiliation worth it? That’s a question new operators often ask. The figures speak for themselves. 

Let’s take a look at some affiliate data:

• Global iGaming was worth $127 billion in 2023. some text
  • Source: H2 Gambling Capital
• 74% of iGaming operators use affiliate marketing. some text
  • Source: iGaming Business Affiliate Network
• 69% of iGaming businesses plan to increase their affiliate network. some text
  • Source: iGaming Business Affiliate Network
• 30-40% of new customers are acquired through affiliation. some text
  • Source: Multiple Sources from the iGaming industry 

Types of Affiliate Marketing in iGaming

Various types of affiliate marketing are available to operators. Each caters to different marketing needs. No two brands are the same. Likewise, no two affiliate platforms, programs, or agreements are the same. 

Content Affiliates 

Content affiliates use various content types to attract users who may be interested in iGaming operators’ platforms. Usually, the operators provide the content, such as the design assets. The content created can be anything from operator reviews, game guides, blog posts, or promotion information to attract potential users. Content affiliates can be very successful for iGaming operators. For potential users whose interests go beyond a quick game online, a platform that dives into the iGaming world on a deeper level can be a superb resource for potential new customers.

Media Buying Affiliates 

Media buying affiliates do precisely what they say on the tin. Media buying simply means buying ad space on relevant platforms to drive traffic and increase reach. Ads can be simple banners, carousels, videos, and more. Operators can tailor their ads to suit each space and its users.

Social Media Affiliates 

Influencers on social media tend to have a niche market, whether gaming, beauty, wellness, fashion, or iGaming. Social media affiliates use their significant online presence to promote iGaming services through social media channels and communications platforms like Facebook, Twitter, Instagram, Discord, Twitch, or YouTube. Before working with influencers, however, consider the ramifications of promoting an iGaming brand with an influencer and the regulations involved regarding compliance, such as influencers that might appeal to children or influencers making an inappropriate comment on a live stream, for example. A good rule of thumb regarding influencers is to be cautious. It’s better to be safe than sorry.

Loyalty Affiliates 

Loyalty affiliates, aimed at retaining existing customers, offer rewards and incentives for ongoing player loyalty. Any operator worth their weight will continue to try to attract new customers to sign up. Still, the embedded value comes from building a loyal base of VIP users who return repeatedly. Loyalty affiliates can be an excellent resource for new operators looking to build their brand from the ground up.

Compensation Models for Affiliates

Of course, nothing in this world comes for free. If you want quality, you must be prepared to invest. Operators have several methods at their disposal for compensating affiliates. Before embarking on an affiliate agreement, consider your anticipated outcomes and how your chosen affiliate program will achieve them. 

Cost Per Lead (CPL) 

Cost-per-lead affiliates receive a set fee for every user registering at an iGaming site. It's great to catch people at the first point of contact; hence, it’s the most common system for affiliate iGaming. CPL is a simple method that’s a good option for operators beginning their affiliate journey. 

Cost Per Acquisition (CPA) 

The user must make specific actions for cost-per-acquisition, such as when a referred player makes their first deposit or has been active a certain number of times. CPA requires slightly more effort on behalf of affiliates, so be prepared to offer different rewards, such as sign-up offers, deposit offers, and so on. Tiered schemes can offer different reward levels depending on the user's action.

Revenue Share 

For revenue share, affiliates earn a percentage of revenue from users referred by the affiliate over a given period, providing ongoing income from active players. This option can bring in repeated amounts of revenue for the affiliate. This method is advantageous for affiliates, and they may work harder as a consequence. However, it can be costly. Often, revenue share is used by more experienced operators and affiliates. Operators should investigate the different ways to structure their revenue share agreement based on their affiliate program and potential user interaction.

Hybrid Deals 

Hybrid deals combine CPL or CPA with revenue share to balance immediate payouts with long-term revenue. Hybrid deals are attractive for affiliates due to their customisable nature. Operators should consider how to vary their hybrid deals and what will work best for them in the long run.

Choosing the Right Affiliate Provider

Selecting an appropriate affiliate provider is crucial for iGaming operators. Going for the first or cheapest one that makes seemingly unbelievable promises without proper investigation could backfire. 

Key considerations should include:

Market Reputation 

Opt for an affiliate provider with a proven track record. How broad is their client base? What successful brands have they already worked with? What experience do the managerial team have? How is the organisation structured? Have they won awards? Do they have any testimonials? Are there any reviews online that might give more insight?

Technological Capabilities

Ensure the affiliate provider offers the most thorough and up-to-date tracking and reporting tools. Without sufficient data, how can you be sure the affiliate program will work for you? A decent affiliate platform will have the latest intelligent technology available to ensure it keeps abreast of the best ways to work for you.

Compliance & Security

The affiliate provider should adhere to all relevant regulations and promote responsible gambling. Compliance is critical. Do not attempt to sidestep security. Imagine paying a large chunk of money on a seemingly excellent affiliate partnership only to be hit by a considerable fine for not complying with regulations. Do not take the risk.

Support & Communication

Reliable and accessible customer support is essential for resolving any issues that arise. We’ve all been there, bought something, and then had an infuriatingly frustrating experience trying to get someone from a customer support team to help. What good is it if support is only available when you’re asleep or not in your language?

Introducing WA.Affiliates

WA.Technology is an award-winning B2B iGaming solutions provider offering a full spectrum of iGaming solutions, products, and managed services.  

WA.Technology’s latest platform solution, WA.Affiliates, stands out as a premier solution that encapsulates all the essential components needed for successful affiliate marketing in the iGaming sector. With its intuitive design, real-time analytics, exemplary legal standards, and customisable agreement capabilities, WA.Affiliates meets the diverse needs of operators and affiliates alike. The platform facilitates effective management of affiliate activities, ensuring optimised marketing campaigns and strategic growth in player bases. WA.Affiliates simplifies affiliate management and empowers operators to achieve their marketing objectives precisely and efficiently.

Built on the power of WA.Technology’s established and proven integrity in providing localised, bespoke creations formulated with the experience of local and industry experts, WA.Affiliates can bring increased profit, build brand interaction, and secure successful affiliation with peace of mind. By integrating WA.Affiliates into their strategy, iGaming operators can ensure that they get the full potential of affiliate marketing that drives significant traffic and maximises revenue with a partner aligned with the cutting-edge demands of the iGaming industry.

About WA.Technology

WA.Technology is a B2B iGaming solutions provider offering its state-of-the-art iGaming WA.Platform, a fully scalable and customisable solution with 70+ game providers, 6800+ games, and 80+ payment methods.

WA.Technology creates bespoke turnkey solutions and provides iGaming managed services across its WA.Sports, WA.Casino, WA.Fantasy, WA.Lottery, and WA.Poker verticals. WA.Affiliates is a specialised iGaming affiliate management solution for operators. Learn more at watechnology.com.