Affiliate Industry
Interview w/ Andre Machado, Head of Publishers Relations and Affiliation at Sportradar
![Interview w/ Andre Machado, Head of Publishers Relations and Affiliation at Sportradar](https://europeangaming.eu/portal/wp-content/uploads/2024/05/eegs-webinar-andre.png)
Before taking the stage at EEGS’ upcoming Free Webinar, ‘The Relevance of Media Buying Activity in the Affiliate Space’, Sportradar’s Head of Publishers Relations and Affiliation, Andre Machado, sat down with EEGS for an exclusive interview. In this in-depth conversation, Andre shares his expertise on the importance of media buying, affiliate marketing, and navigating the complex compliance landscape. Get a sneak peek at his insights and expert advice before he shares his knowledge with attendees at the free webinar.
Can you share some key insights into the evolution of digital marketing within the iGaming industry over the past decade, and how it has influenced affiliate marketing strategies?
Operators are subsequently turning to automation technology to scale their campaigns and streamline their marketing processes. Automation has been the key and is being used within programmatic advertising technology to efficiently acquire new bettors at this critical time. Programmatic automates the buying of online advertising in realtime to serve highly targeted adverts to the most relevant audiences, which is highly efficient and limits ad wastage. In fact, our proprietary ads programmatic marketing service has enabled our global operator clients to increase click-through-rates by up to 60%, while increasing net gaming revenue by as much as 110%. We estimate that reducing the manual inputs in this process saves our clients up to two monthsâ worth of productivity annually.
Automation is similarly enhancing operatorsâ advertising performance across publisher sites, such as high-proďŹle sports and media news websites, and for their sponsorships. By using data to understand fansâ most consumed online content, Sportradarâs Engagement Tool, the adtech we are using in our Affiliate Project, uses automation to display contextually relevant betting ads across both premium publishers and rights holdersâ websites. The range of these adverts and the speed at which they are delivered increase click-through-rates by up to 2,2X which would be impossible to replicate manually. The affiliate space is following these macro trends and we are seeing a more sensible vision from the Operators to new ways of cooperation, and Media Buying is one of them.
With your extensive experience in digital marketing, what do you believe are the most critical factors for success in affiliate media buying specifically within the iGaming sector?
If operators can better understand their fansâ interests and browsing habits, they can more effectively target and engage them with personalised content. This is key to acquiring new customers, re-engaging existing players and building brand awareness. Marketing solutions that would enable them to fully understand where and how bettors were interacting with their brand. These customer insights power digital marketing technologies, which decide the most relevant bets to serve to players, on the right platform at the right time. This personalised approach engages fans more deeply, delivers greater conversions, customer loyalty and revenue growth, while limiting advertising waste and compensating the right partners/affiliates.
How do you see the role of data analytics shaping the future of affiliate marketing, and what tools or methodologies do you find most effective in optimizing media buying campaigns?
AIâs role cannot be understated, but it needs data to deliver marketing efficiency. Similarly, data is a resource that is only as useful as how effectively you use it. Therefore, the real game changer is when the two are combined. Operators possess deep pools of anonymised customer data, which offer valuable insights into fan behaviours and interests, such as previously bet-on teams or most frequented digital channels. AI algorithms within digital marketing technologies process this data to create personalised dynamic football adverts that can be delivered on fan-favourite channels. For instance, a FCPorto fan who regularly uses Instagram might receive dynamic ads containing the odds for their teamâs next ďŹxture across the platformâs storyâs function. With this data readily available, the AI capabilities within marketing services allow operators to truly create highly targeted and customised fan experiences that achieve greater acquisition and brand awareness.
Given the dynamic regulatory landscape surrounding iGaming advertising, how do you advise affiliates to navigate compliance risks effectively while still maximizing their efforts?
By focusing on the content that fans care most about, AI-driven personalisation tools can drive efficiency and limit advertising waste, everything aligned with the current local regulation. This is essential at this moment, when operators must supply advertising creative for the hundreds of weekly matches played across footballâs biggest competitions, as an example. While this was previously a protracted, manual process for creative teams, AI and automation technologies are powering Dynamic Creative Optimisation (DCO) solutions to address this operational challenge quickly and at scale. We use DCO in our industry-speciďŹc Dynamic Display solution to engineer an unlimited supply of personalised betting advertising creative, based on fan content preferences and the most popular pages on operatorsâ websites. The customised content within these creatives engages end users more deeply and improves click-through-rates, while automation saves valuable time and money to achieve more effective budget spend and higher ROI.
Given the ever-changing landscape of digital advertising, what emerging trends do you foresee shaping the future of affiliate media buying, and how should marketers adapt to stay ahead?
In the same way that football clubs allocate their transfer budgets effectively to deliver the best performance on the pitch, operators who execute efficient marketing strategies are most likely to succeed in the marketplace. By leveraging data and AI within the latest advertising technologies, operators can better understand their customers, find their audience quickly and serve them with the content thatâs most relevant to them. As with player scouting, to find a hidden gem, you often need to search where others arenât looking. Similarly, with betting customer acquisition it pays to have exclusive access to audiences. With our Engagement Tool, we work with a single operator in each geographic market to gain visibility on premium publishers in the region, while using our unique adtech to deliver automated, contextually relevant ads that subsequently delivers strong acquisition performance. This might be a trend, it would help to balance the competitiveness within the markets.
Affiliate Industry
Interview with Bojoko’s Bingo Expert on the Affiliate Marketing Strategies and Bonuses That Covert
![Saari has over a decade of experience in the online iGaming industry and has led the bingo section at Bojoko since its launch.](https://europeangaming.eu/portal/wp-content/uploads/2024/07/real_c8463819-522b-4aad-a0d5-8b6d69d9b420.jpeg)
Standing out from the crowd is essential for attracting and retaining British bingo players. We sat down with Kati Saari, Bojoko’s bingo expert, to explore how bingo sites can optimise their bonuses for maximum affiliate marketing potential.
Saari has over a decade of experience in the online iGaming industry and has led the bingo section at Bojoko since its launch. Her expertise in market trends and player preferences has made her a trusted voice in the community.
In this interview, Saari shares her insights on the importance of affiliate marketing, the types of bonuses that most appeal to British players, and the strategies bingo sites can employ to stand out in a crowded market.
Can you tell us a bit about yourself and Bojoko?
I’m Kati Saari, a dedicated bingo enthusiast and expert at the affiliate marketing platform Bojoko.com. I run the bingo vertical, which includes testing and reviewing UKGC-licensed bingo sites. It is a tall task. Bojoko.com is one of the biggest iGaming comparison platforms in the UK, and thousands upon thousands of Brits use our service when they pick a new gambling site.
Bojoko is designed to players make informed decisions by offering transparent and unbiased reviews. We cover various gambling sites, including bingo, casinos, and sports betting. Our team works tirelessly to ensure that our users have access to the best bonuses, games, and customer support available in the market.
What role does affiliate marketing play in the bingo industry?
Affiliate marketing is crucial in the bingo industry. It helps bingo sites reach a broader audience by partnering with websites and influencers that promote their services. Affiliates earn commissions for driving traffic and conversions, creating a win-win situation.
At Bojoko, we emphasise building strong relationships with affiliates to ensure that our promotions are effective and beneficial for both parties.
What types of bonuses are most attractive to British bingo players?
British bingo players are particularly drawn to no-deposit bonuses, free bingo tickets or bingo room passes, and high-percentage match deposit bonuses. These offers allow players to try out a site without risking their own money or getting more value from their deposits.
Of course, no-deposit offers come with financial risks for bingo sites, which may not be viable without a proper retention strategy. However, high-percentage deposit bonuses can be quite safe and bring in a lot of players.
Bingo sites should regularly update their bonuses and offer competitive deals to keep players engaged and coming back.
How can bingo sites optimise their bonuses to stand out in a crowded market?
To stand out, bingo sites should simply offer more unique and enticing bonuses, and this is not actually difficult. Simply changing a bonus from the standard 100% welcome bonus to the more unusual 200% gives you an instant push.
It is also disappointing to see that many bingo sites do not have bonuses designed specifically for bingo players. Most sites keep their bonuses very generic, and they seem to forget bingo games, so they offer standard casino offers, including free spins instead of bingo tickets or free bingo games.
What many bingo sites may not think of is that more and more players are using affiliate sites, like Bojoko, when choosing their next bingo brand. They will actively look for overviews of bingo bonuses, and the offers of 100% do not stand out. Any tweak on that formula can get you seen.
If you go to Bojoko’s list of the best bingo bonus offers in the UK, you will quickly see offers of 200%, tickets and more. You need to look over your competition and decide what you can do to stand out.
The better your offer is, the likelier you are to convert, and the more likely you are to convert, the more likely you are to get more exposure. Essentially, you can get a marketing edge more or less for free.
How can bingo sites ensure their bonuses do not hurt their bottom line?
It’s crucial for bingo sites to find a balance between offering attractive bonuses and managing costs. The easiest way to do this is by offering lower bonus amounts with higher match percentages, which can still be very appealing to players.
For instance, a 200% match bonus on a smaller deposit amount can attract interest without significantly increasing costs. By carefully structuring the terms and conditions, such as reasonable wagering requirements and clear guidelines, bingo sites can offer appealing bonuses that convert well while keeping their expenses in check.
You can also consider setting low maximum bet limits or a maximum win limit to decrease volatility and have more predictable results.
What strategies can bingo sites use to enhance their affiliate marketing efforts?
Bingo sites should focus on building strong, transparent relationships with their affiliates. Providing affiliates with high-quality marketing materials, regular updates on promotions, and timely payments can significantly boost their efforts. Moreover, tracking and analysing the performance of different affiliates can help sites understand what works best and optimise their strategies accordingly.
What advice would you give to new bingo sites looking to attract British players?
New bingo sites should focus on understanding their target audience and what appeals to them. Key factors include offering generous and easy-to-understand bonuses, ensuring a seamless user experience, and providing all the popular payment options.
It is paramount to go live on as many of the top UK affiliate sites as possible. Unless you have a large TV and radio advertising budget, most traffic will likely come from your affiliate partners.
Additionally, leveraging social media and other digital marketing channels can help build a strong online presence and attract more players.
Affiliate Industry
Getting Sticky with It: Why Affiliate Traffic Should be About Quality Not Quantity
![Getting Sticky with It: Why Affiliate Traffic Should be About Quality Not Quantity](https://europeangaming.eu/portal/wp-content/uploads/2024/07/Fraser-INT.jpg)
In a highly competitive âbonus blitzingâ affiliate market, the only real winner is the bonus hunter. These affiliates may be sending traffic through to their partners in volume, but many of their users are just looking to play through a good deal, never to return.
At Slots Temple, we believe the âstack âem high, watch âem flyâ approach to aggressive bonus-driven traffic no longer flies. We wanted to focus on improving the quality of the traffic and that meant doing things differently.
We began life as a site that offered free demo games and slots tournaments, and this helped to build a highly engaged base of players that genuinely loved playing slots. But we wanted to take this to the next level.
When we were awarded a UKGC gambling license in 2022, it meant we could offer cash prizes for our free tournaments. And then the next logical step was real-money tournaments in the UK with juiced-up prize pools, and ultimately real-money slots.
To create better quality traffic, you need to engage with your customers to better understand them and foster loyalty. It helps if you have a unique value proposition to increase the stickiness of your brand and engage audiences more effectively.
Our real money tournaments are a real UVP and are proving wildly popular with our users. The stakes we offer are low. You can play a slots tournament for as little as 1p, and the free-play model remains a large part of what we do â exclusively so outside the UK.
Ultimately, we want to be a safe place for players, which is why offering low stakes games is important. Itâs about fostering a player base that trusts us and feels comfortable playing with us.
Yes, weâre blurring the lines between affiliate and operator, but our players know weâre not just chasing profits at the expense of everything else. Ultimately, our players see us primarily as a destination for fun play and prizes, and itâs important that we maintain that balance. If they thought we were simply out to rinse them, weâd lose their trust, and they wouldnât come back.
Instead, itâs about offering more choice and increasing that stickiness. It also helps us better understand what games our players like to play so that we can offer more personalized recommendations.
And this is how real-money slots tournaments can really increase the quality of traffic. If a player has been playing a certain slot in a real-money tournament, for example, and wants to play at a partner site, we can guarantee that we are referring a player who is already highly engaged with the game and is ready to transition to higher stakes.
Of course, within the framework of real-money tournaments, itâs important to continue diversifying offerings by devising new formats. We have turbo tournaments, risk tournaments — a multitude of formats and price points so everyone can play the way they want to.
Our real-money tournaments are further enhanced by what was always a highly gamified platform. So, we have leaderboards, Xpoints, rewards chests, and challenges.
Continuous challenges, incentives and rewards keep users engaged over the long term. These elements can appeal to usersâ competitive nature and desire for achievement, as they play for bragging rights. This enhances social elements and encourages them to engage frequently with the product
Adding fun and playful elements enhances the user experience beyond the tournaments themselves. Regular rewards and recognition prevent burnout and keep users motivated. And engaged and motivated players are more likely to become passionate about the brand.
Creating a player base that produces true value to your affiliate partners requires a number of the right ingredients, plus a lot of care and attention. But the affiliate landscape is changing, and affiliates need to get creative to get sticky.
Author: Fraser Linkleter, CEO at Slots Temple
Affiliate Industry
UK Aggragator Casinosites.co.uk Relaunches
![](https://europeangaming.eu/portal/wp-content/uploads/2024/07/8-10.jpg)
Casinosites.co.uk, the UKâs leading casino site aggregation platform, announced its relaunch under Leon Hughes, an experienced gambling affiliate and operator owner. With a credible network of products covering global GEOS, Hughes has ambitious plans to rejuvenate and elevate the platform, offering an unparalleled user experience to UK casino enthusiasts.
Leon Hughes and his team have been hard at work, consulting extensively with industry experts and players to conduct multiple focus groups. This has been with the aim of delivering exactly what UK casino players want.
âThe consensus from our consultations was clear: players desire a clean, easy-to-navigate website where online casino options are readily accessible. This is precisely what we have delivered,â said Hughes.
Casinosites.co.uk is not just a reimagined platform; it is been transformed into a comprehensive hub for casino fans. The site shines a spotlight on the best casinos, provides an inventory of new casinos and features expert ratings, new bonuses, free spins and more. The relaunch promises to enhance the user experience by forming relationships with casinos across the industry, from trusted brands to crypto casinos and those specialising in certain game types.
âWe have seen that tastes are changing in gambling. From the rise in crypto casinos to live game shows, no two players log onto a casino site with the same ambition. This is why weâve established partnerships with casinos in every corner of the industry. Our aim is to provide our users with the most reliable and diverse range of options available, ensuring thereâs something for every type of player,â said Hughes.
In this new chapter, Casinosites.co.uk will continue to offer its signature in-depth casino analysis, providing accurate and insightful evaluations to help players make informed decisions. The platform is designed to be intuitive, making it easier than ever for users to find their preferred online casinos and take advantage of the latest offers and promotions.
“We are incredibly proud of the work we’ve done to bring Casinosites.co.uk back to life. Our team has worked tirelessly to create a platform that not only meets but exceeds the expectations of UK casino players. This relaunch marks the beginning of a new era for Casinosites.co.uk, and we are excited for what the future holds,â said Hughes.
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