We sit down with Adam Rowley, Managing Director at RavenTrack, to understand why data, tracking and optimisation are key to a successful affiliate program

Your tagline is “win at performance marketing”. Tell us more about how you help operators maximise their partnerships with affiliates.

It is indeed. RavenTrack is a powerful affiliate tracking solution that allows operators to track, optimise and grow through their affiliate programs. Our proprietary solution offers an advanced affiliate tracking platform built by iGaming experts – this ensures it meets the unique demands of the industry, including the need to withstand the pace and complexity of affiliate marketing in the online sports betting and casino space. RavenTrack has also been designed to be flexible and customisable so that it can be adapted to individual client requirements. This combination of qualities has seen us become the go-to affiliate software tracking provider for more than 150 brands across the world, brands that are winning at performance marketing with the support of RavenTrack.

Why is tracking so important to the ultimate success of an affiliate program?

Tracking is the glue that holds marketing and sales together in the online arena. But effective tracking requires a platform that delivers reliability, accuracy and a seamless UX so that users can easily dig into the data and generate valuable insights. Speed and reliability are crucial so that operators don’t miss a single click or conversion. To track data effectively, operators (and their affiliate partners) need tools such as pixel and postback capabilities and geo-targeting. The former allows affiliates to track customer activity in real time which helps them maximise the revenue of the brands they work with. When it comes to intelligent geo-tracking, it allows users to identify and aim to funnel traffic through specific locations.

But tracking is just one part of the process and success of an affiliate program– online sportsbook and casino operators must be able to take the data they have tracked and use it to optimise campaigns, both internally and those being run by their affiliate partners.

What does optimisation look like? How does RavenTrack help its customers do this?

Traffic source provides a lot of spoke for optimisation, especially when it comes to things like which affiliate is performing best, changes to traffic, ROI and conversion rate optimisation. With RavenTrack, operators have the insight they need to do this. They can also give their affiliates access to data via their own internal reporting systems – this is done via our two-way API – to help determine which campaigns and creatives are delivering the best results. Operators also need to optimise the commercial agreements they have in place with their affiliate partners, and this means being able to offer them a range of options including CPA, revenue share, CPL, CPM and hybrid.

As operators – and their affiliates – get more experienced at using data and tracking, they will want to customise reports to a pretty granular level so that they can optimise to a much deeper and greater extent. Customisable reports (we have more than 20  reports available), marketplace and dashboards are just a few of the tools we provide to help operators and affiliates optimise campaigns and work to the commercials that deliver for both parties.

And how does all of this come together to help both operators and affiliates scale at pace?

Our fixed-cost model means operators can create as many campaigns for their brands as they like without the worry of additional costs. This in turn makes growing their program pretty straightforward. With a long list of commission structures available (which can be customised by the client) for their affiliate partners, operators can ensure the growth of the program is reflected in the growth of the wider business, ultimately allowing them to maximise profitability from affiliate marketing activity while at the same time ensuring their partners are fairly compensated for the quality traffic they send.

Migrating to a new affiliate tracking platform can cause major upheaval. How do you help operators through the process?

We know that moving to a new platform can be a big decision and a significant undertaking, but we have plenty of options to make it a seamless process from start to finish. This includes working with the affiliate program team to run their old and new program side by side to ensure there is absolutely no drop-off in traffic or lost data.  Our UK-based account and customer support team is always on hand to assist during the migration process, and once operators are up and running with RavenTrack – this includes helping them get the most out of our platform and tools.

RavenTrack has only been around for a handful of years but has already achieved great things. What can we expect in the months ahead?

We hit the market in 2018 and haven’t looked back. Today, we work with 150 brands, processing more than one billion clicks per month and £2billion in deposits to date. The operators using RavenTrack to run their affiliate programs have generated more than £500 million in revenue and counting. Our numbers speak for themselves and no matter the size of brand or affiliate program, our solution is the key to unlocking the true potential of affiliate marketing. As for the months ahead, expect more platform updates, new tools and some big-name partnership announcements.

Belgium’s regulation on gambling has extended to the advertising landscape, although it’s not slowing the industry down. This is due to the help of affiliates. Learn how they influence people to play casino games in Belgium, and how these affiliates have adapted to the regulations.

When counting European countries that are very strict on gambling, Belgium is sure to make the list due to the regulations the industry has to work with. Following a decree by the government, gambling advertising is no longer allowed across multiple platforms in the “Battle Field of Europe”. However, this has also given affiliates a chance to regain their momentum in the industry. Let’s explore how they help gambling companies reach their target audience amidst the regulations that restrict their reach.

Exploring Belgium’s Ban on Gambling Advertising

On July 1st, 2023, King Philippe signed a Royal Decree that sharply restricted all forms of gambling advertising in the country, which still stands today. Due to the decree, it’s no longer legal for gambling companies to advertise their brands on TV, radio, cinemas, print, digital media, and public spaces. But there’s more to come, as the industry may also witness a ban on advertising in stadiums, starting from January 1st, 2025. Furthermore, January 1st, 2028 would mark the end of gambling companies sponsoring professional sports clubs in games like soccer.

What could be the reason behind this development? According to Justice Minister Vincent Van Quickenborne in a statement he made concerning the ban, the Belgian society was exposed to a huge amount of gambling advertising, and the government was concerned about the impact that came with it. According to him, the tsunami of gambling advertising would pose a challenge to those who want to overcome their gambling addiction. The Belgian government also argued that scientific research proved advertising promotes addiction and gambling-related debts. However, the ban could be in the favour of affiliates, which will be discussed in the next point.

How Affiliates are Bouncing Back After the Ban

Despite the limitations, Belgian players can still hear about online gambling platforms, especially on Betrouwbaar Casino, where they can get detailed reviews about online casinos to make informed decisions. This may serve as an example of affiliate programs bouncing back after having to deal with restricted marketing channels, higher compliance risks, and loss of revenue, especially those who earn commissions from driving traffic to these gambling sites. With this development, affiliates have proven that there are always opportunities in every situation, no matter how grim by being creative with how they promote gambling companies.

Increasing Shift Towards Content Marketing and SEO

Instead of conventional promotional methods, affiliates are now leaning towards content marketing and search engine optimization (SEO). These days, it’s easy to find gambling-related blogs, vlogs, articles, and guides that go beyond promoting a brand. Instead, they provide content that gives players more insight/information on gambling topics, such as game strategies, responsible gambling practices, and industry news.

Players can show their appreciation for the value offered by visiting site links embedded in the content, which in turn, promotes more organic search traffic for affiliates while being compliant with the regulations. Even better, affiliates use keywords that Belgian gambling enthusiasts use frequently in their content. This SEO strategy keeps affiliate websites’ search engine rankings higher, allowing the intended audience to find them easily.

Creative Use of Social Media

Direct social media advertising may be risky and attract legal consequences, but this hasn’t stopped affiliates from being more creative with these platforms. Now, they are all about organic social media strategies, as they do the promotional job effectively without legal hassles. With that being said, many affiliates choose to share game strategy tips, industry regulation updates, responsible gambling tips, and other helpful content on Twitter, Instagram, Facebook, and other social media platforms.

However, it doesn’t end here – they can even build a loyal fan or follower base of people who are interested in a particular gambling subject, niche, game, and the like by sharing exclusive game tips, insights, and news. This way, they can boost engagement among players and encourage them to gamble responsibly, which are things that a direct ad can do. The difference is that they’re not breaking the law.

Partnerships With Gambling Operators for Special Deals

Since both parties aren’t spared due to the ban, affiliates are now partnering with gambling operators to give their audience value that they may not get elsewhere. Now, they can sign agreements that allow affiliates to introduce exclusive gambling offers or promotions on their platforms. However, they are more like informative and value-giving content than in-your-face ads that could go against the gambling advertising ban.

Through this exclusive content with features from gambling operators, affiliates can quickly become trusted voices that help customers when they need to find and choose reputable operators in Belgium. Moreover, these symbiotic relation between both parties ensures that they remain relevant and generate good revenue, no matter how long the ban remains.

Personalized Experience Through Data Analytics

Personalized experiences keep customers or clients loyal to a brand, and affiliates are beginning to use this to their advantage by working with data analytics to figure out user behaviour and customizing their content to suit them. For instance, if their largest audience is into poker or roulette, they can create more content on tips to help them win games and win money. Or they can teach their audience how to manage their bankroll and tips on securing bonuses.

It’s important to note that data analytics can also tell affiliates what style or structure of content their audience likes. For instance, they may want more “how to” content instead of industry trends. With this being said, affiliates offering personalized experience via data analytics is a veritable tool for the Belgian gaming industry going forward in the heavily regulated Belgian gambling industry. Regardless of the preferences, affiliates can keep delivering what the people want, allowing them to drive more traffic and advertise gambling operators legally.

Belgium’s gambling advertising ban may have become stricter than ever in its bid to protect its citizens from irresponsible gambling and its impact. But affiliates are also rising up to the challenge by being creative with how they promote gambling companies. However, they are also interested in their audience’s well-being, as they provide valuable content that encourages responsible gambling practices. Although the ban may be around for a while, affiliates will still continue to thrive.

SOFTSWISS, a global tech company with over 15 years of experience in iGaming, introduces a new Geo-Distributed Redirect feature of Affilka by SOFTSWISS that helps operators improve engagement and conversion rates by reducing user redirect times.

The Geo-Distributed Redirect feature intelligently routes users to destination landing pages via regional clusters closest to their location. This geo-optimised infrastructure minimises redirect times, increasing successful website visits from referral links. The feature is designed for seamless scalability across multiple regions and enhances performance globally, wherever needed.

With the new feature, Affilka by SOFTSWISS reduced redirect duration by 2.5 to 5 times. At one of the regions, for example, extensive simulated tests showed a decrease in redirect times for users from 1.5 seconds to 300-500 milliseconds – this is one of the fastest responses available in the market. As a result, the feature implementation leads to a 3.5% to 7% growth in users successfully reaching casino sites. This increase in site traffic, in turn, directly contributes to more registrations and deposits.

The Geo-Distributed Redirect feature boosts conversions, accelerates redirects,  enhances fault tolerance and high availability, and improves service reliability for users globally. Even during unexpected challenges, the system dynamically reroutes traffic to alternative resources, ensuring a seamless experience.

Gleb Bichan, Product Lead at Affilka by SOFTSWISS, shares his excitement: “With the launch of our Geo-Distributed Redirect feature, we are addressing the needs of clients targeting users worldwide. By reducing redirection times and increasing reliability, we enable our partners to deliver a superior user experience that drives traffic delivery and conversions. This feature is a significant improvement for customers looking to expand their global reach.”

Along with affiliate marketing, SEO website advancement helps operators promote their projects. Considering this, SOFTSWISS issued a comprehensive Casino SEO Audit: The Ultimate Guide, providing tips for increasing any iGaming project’s visibility.

The SOFTSWISS team looks forward to sharing the details of the Geo-Distributed Redirect feature and other product updates at the upcoming SiGMA Europe Expo. Current and potential partners can book a meeting with company representatives at stand 2145 through the contact form.

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka Affiliate platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.