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Interview w/ Andre Machado, Head of Publishers Relations and Affiliation at Sportradar

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Interview w/ Andre Machado, Head of Publishers Relations and Affiliation at Sportradar
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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 months’ worth of productivity annually.

Automation is similarly enhancing operators’ advertising performance across publisher sites, such as high-profile sports and media news websites, and for their sponsorships. By using data to understand fans’ most consumed online content, Sportradar’s 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 holders’ 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 fans’ 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?

AI’s 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 team’s next fixture across the platform’s story’s 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 football’s 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-specific Dynamic Display solution to engineer an unlimited supply of personalised betting advertising creative, based on fan content preferences and the most popular pages on operators’ 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 that’s most relevant to them. As with player scouting, to find a hidden gem, you often need to search where others aren’t 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

AskGamblers Launches AskGamblers Sports

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AskGamblers, a renowned affiliate in the iGaming industry, launched the highly awaited sports betting section of AskGamblers, ushering in a new chapter in the affiliate’s quest for bringing online bettors closer to reputable and trustworthy iGaming platforms.

Relying on over a decade of experience in online casino affiliation, AskGamblers decided to take the next logical step in the website’s development and venture into sports. Over a year later, the AskGamblers Sports section is up and running and ready to welcome sports bettors.

In creating the new section, AskGamblers took a holistic approach, designing a one-stop shop for online sports bettors, with a simple idea to guide visitors towards a safe and secure betting experience.

Dijana Radunović, General Manager at AskGamblers, said: “AskGamblers Sports is the result of the hard work of the entire AskGamblers team, and I believe I’m speaking on everyone’s behalf when I say we couldn’t be more proud of it.

“We spent countless hours fine-tuning the sports betting section to make it as appealing and helpful to players as possible. We did an amazing job, and I am certain today’s launch will strengthen AskGamblers’ position as the leader in iGaming affiliation.”

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Affiliate Industry

Amusnet Partners with Gamblers Connect

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Amusnet, a leading gaming provider, has entered into a partnership with Gamblers Connect, a renowned affiliate known for its integrity and impartiality in producing comprehensive reviews and casino guides. This collaboration guarantees that the most trustworthy information in the gaming industry will reach a wider audience globally.

One of Amusnet’s latest additions was noticed by Gamblers Connect, evaluating everything from theme and design to every single feature with precision. Clover Islands takes players on a thrilling adventure across the enchanting leprechaun lands. This 5-reel, 3-row video slot game is a true gem, packed with unique features to keep players on the edge of their seats. From a Buy Bonus feature to a Wheel of Fortune and a Pick Me mini-game, Clover Islands offers an unparalleled gaming experience.

“We appreciate the comprehensive review by Gamblers Connect and are confident that Clover Islands will captivate a broader audience, allowing game enthusiasts to immerse themselves in its unique gameplay fully. Thanks to such affiliates, players worldwide can access the resources they need to make informed decisions and obtain reliable insights about the latest news and games in the industry,” Liliya Chatalbasheva, Chief Marketing & Communication Officer at Amusnet, said.

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Affiliate Industry

47 New Brands in Q1’24: Affilka by SOFTSWISS Results

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47 New Brands in Q1’24: Affilka by SOFTSWISS Results
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Affilka by SOFTSWISS, a leading affiliate management software provider, is approaching a new milestone of 360 brands in Q1’24. 

The first quarter of the year brought remarkable achievements to the Affilka by SOFTSWISS team. The Asian gaming community recognised the company’s affiliate management software as the Best Affiliate Marketing Solution on the market. 

This year, Affilka’s team participated in iGB Affiliate London 2024 with a dedicated stand for the first time. During the concurrent iGB and ICE events, the team had nearly 200 meetings over several days. First agreements quickly followed and were signed shortly after the exhibition period.

Affilka by SOFTSWISS experienced substantial growth, adding 47 new brands to its partner network, bringing the total to nearly 360 brands in Q1 2024. More than 33 thousand new affiliate accounts were registered during this period, marking a 118% increase compared to the previous year’s last quarter. 

 

The rise in new affiliate accounts has led to an acceleration in new player registrations, exceeding 7.4 million over the first quarter of the year. Compared to the last quarter of 2023, this metric demonstrated a 106% increase.

The number of unique clicks on referral links with Affilka by SOFTSWISS during this period showed 115% growth and reached almost 436 million in absolute numbers. The rising metrics underscore the crucial role of effective affiliate management in achieving success within the iGaming industry.

 

Moving to the financial metrics of Affilka by SOFTSWISS, stable growth is evident over the first quarter of 2024 compared to the last quarter of 2023. The affiliate GGR revealed a 112% increase, while the player deposit amount showed a 113% enlargement. The growth within affiliate payments amounted to 117% in Q1’24 compared to the previous quarter.

Anastasia Borovaya, Head of Affilka by SOFTSWISS, summarises: “The recent product performance showcases a steady and continuous growth trajectory, a testament to our ongoing investment in innovation and user experience enhancement. Acknowledging affiliate marketing’s crucial role in the iGaming ecosystem, we prioritise delivering exceptional service to exceed our clients’ expectations.”

The global affiliate marketing industry is expected to double in size within the next five years. Finding a reliable affiliate marketing platform provider ensures a competitive edge in the rapidly expanding market.

The team is ready to share valuable industry insights and unveil the upcoming updates at the SiGMA Americas Summit in San Paulo on 23–25 April. Clients and potential partners can book a meeting with the Affilka team at stand i70 on the SOFTSWISS events page.

 

About SOFTSWISS

SOFTSWISS is an international tech company supplying software solutions for managing iGaming projects. The expert team, which counts over 2,000 employees, is based in Malta, Poland, and Georgia. SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013, SOFTSWISS was the first in the world to introduce a Bitcoin-optimised online casino solution.

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