Never miss a click

Adam Rowley, Managing Director, at RavenTrack, on why having a modern, powerful and flexible tracking platform is crucial for operators to maximise the potential of their affiliate programs

Looking back, what would you say has been the biggest highlight for RavenTrack over the past 12 months? What impact did it have on the business?

There have been several highlights over the past 12 months, but I’d say the most significant is the 230% year-on-year growth we have achieved. This has been driven by rapid expansion into new markets across the world including the US where we secured a licence in Colorado, with other states to follow.

We have really strengthened our position in Africa where we are now the go-to affiliate tracking platform for some of the biggest operators in the region including the likes of Bet9ja, Easybet & BetKing. We’ve signed some really interesting partners throughout the year with RavenTrack now powering more than 180 operators and counting. It’s been quite the year, that’s for sure, with no signs of things slowing down as we move into 2025.

Are operators really getting the most out of their affiliate programs? What areas present the biggest challenges?

Affiliates have long played a crucial role in customer acquisition for online sportsbooks and casinos. They are acquisition specialists and have large audiences of players primed and ready to convert. However, the area of affiliation has become increasingly complex, and some operators are running their programs on platforms that are simply not up to the task. This is certainly the case when it comes to tracking, a vital aspect of running a successful affiliate program. Operators need to use a tracking platform that is reliable, accurate and easy to use so that they can dig into the data, generate valuable insights and make real-time, business-critical decisions with confidence. We believe some operators are not getting the most out of their afiliate programs, due to still using legacy tech.

How does RavenTrack help operators overcome these challenges and maximise the potential of their affiliate programs?

Our platform allows operators to track, optimise and grow through their affiliate programs. It’s a proprietary solution that has been developed specifically to meet the needs of online sportsbooks and casinos – especially the rapid pace of change and deep complexity intrinsic to the industry. RavenTrack is reliable, accurate and fast and has an intuitive UX so that operators never miss a single click or conversion. It also allows operators to easily dig into the data and extract the information and insights it contains. There’s a box of tools for operators to explore including pixel and post-back capabilities as well as geotargeting for operators active in multiple markets. We also offer the most comprehensive and granular reporting with 20+ reports that can be customised. This, combined with the ability to customise and optimise commercial agreements across CPA, revenue share, CPL, CPM and hybrid, gives operators everything they need to run a highly successful affiliate program.

How important are affiliates for operators looking to enter new markets?

They are super important. On entering a new market, an online casino or sportsbook needs to quickly engage players, build trust and encourage them to walk through their digital doors for the first time. Affiliates are a very effective way of doing all of this – they have an audience ready and waiting to play at new brands, these players trust the affiliate and the sportsbooks and casinos they recommend, and they send traffic directly to those brands. And they can do this from day one of the brand going live. For a new brand, this direct access to a highly relevant and engaged audience is incredibly valuable and better still, operators only pay for the players that sign up and deposit making affiliates really cost-effective.

What is 2025 looking like for RavenTrack?

We are going to have a much bigger presence at industry events. Last month at iGB Barcelona, we had our biggest stand to date and that went really well for us.
Next stop for us is Sigma Africa in March which will be our first trip out there and we cannot wait for this one.  Africa is a big one for us and we are looking to expand so this will be a great opportunity to meet with new faces.

As part of our ambitious international expansion strategy, we are looking to branch into new markets, especially across the US where we want to build on our licence in Colorado

We have innovative tools, features and upgrades in the works which will hit the platform throughout the year and, finally, we will be announcing another run of big-name partners that have chosen RavenTrack to power their affiliate programs. This will allow us to maintain our position as the fastest-growing affiliate tracking platform in the industry.