Affiliate Industry

The Age of Affiliates: PartnerMatrix CEO argues for greater sector recognition

Published

4 years ago

January 28, 2020

The Age of Affiliates: PartnerMatrix CEO argues for greater sector recognition

Reading Time: 3 minutes

In an ideal world, affiliates should be encouraged for every action they undertake”, explained Levon Nikoghosyan, PartnerMatrix CEO highlighting the positive influence they bring to gaming’s image and profitability across the globe. Exploring the market and the future of their customizable platform, he discusses why the new dawn of affiliate marketing can’t come soon enough.

PartnerMatrix, the powerful stand-alone affiliate platform software solution from EveryMatrix, has been making waves in the affiliate sector since it launched five years ago. In 2020, with an increased focus on the brand and affiliates in general, the company is planning to expand its reach and introduce a series of exclusive new tools to the market. Commenting on their future focus, Nikoghosyan said: “Our strategy is quite simple, by investing in the development of our system and implementation of new features, we increase the profit of our operators and affiliates and bring an enhanced user experience to both sides of the business. In other words, our primary goal is to make our clients more competitive.

“Last year we launched Reactivation Reward which enables operators to offer commissions for reactivated players alongside newly registered ones. This new tool was an industry first. This year we will focus on the development of tools such as fraud detection, risk management, analytical reports of a player lifetime, behavior, quality of traffic.”

PartnerMatrix’s platform allows bookmakers and casino operators to create, run and track multi-brand affiliate marketing campaigns. For Nikoghosyan, the importance of using affiliates and recognizing their influence is a crucial change the gaming industry needs to address in order to push forward in the coming decade.

“In an ideal world, affiliates should be encouraged for every action,” he said. “Yes, they bring players and get paid for that. But we often forget that in many cases they promote your brand, they increase brand awareness by placing your company banners or creating content that directly supports your platform.

“We need to come up with a formula that can allow affiliates to get bonuses and rewards also for promoting your company name. Because in the long run, it also affects your company’s prosperity. I don’t think a problem like this can be solved in just one year, but I hope this ideal world will arrive sooner rather than later.”

Continuing his focus on how the affiliate market can continue to drive the industry forward, Nikoghosyan is clear that ‘flexibility and content’ will be the trends to watch out for in the months ahead. “By flexibility, I mean the ability for operators and affiliates to solve any type of issues and problems within one system, one interface,” he commented. “Some providers offer a wonderful platform, very light, with a set of versatile statistics, but for other tools, you need additional integrations.

“From this point of view, PartnerMatrix offers an all-in-one solution, including a secure payment method, transparent analysis and set of every single tool needed for affiliate marketing. Speaking about content, the market is moving towards more specific messages. PartnerMatrix also offers marketing solutions and consultancy, so by choosing our system, our clients get everything to enter the affiliate market.”

2019 saw PartnerMatrix launch two highly requested features, the aforementioned, industry-first Player Reactivation Reward, alongside the brand’s powerful player segmentation tool which offers higher productivity. The brand’s segmentation tool simplifies daily routine of the Affiliate Manager allowing to set different commissions for different segments of players without any need to manually divide traffic into segments and assign different commissions for each segment. Since its launch the tool has yielded significant results, guaranteeing the company will continue to invest in its growth according to Nikoghosyan.

“When analysing our client behavior, it becomes clear that the ones who use the segmentation tool are more competitive, they create more appealing content,” he explained. “Needless to say, this entails increased sales and greater customer engagement. We are constantly improving this tool, bringing more options to segment players depending on region, preferences, registration period, sources they came from, and other criteria upon request.”

Since its inception in 2015, PartnerMatrix has helped evolve the betting industry’s understanding of affiliate marketing. The main focus of PartnerMatrix’s team is to ensure uninterrupted and transparent operation of the system – taking into account all market risks. “There are many issues in the affiliate industry as in any other industry. Shaving, which refers to cutting down the commissions, is the main concern of any affiliate and nowadays with real-time software, it is easy to find out whether an operator does that or doesn’t.

“Another noteworthy factor is the conversion and monetization of the traffic – the better is the monetization, the more affiliates will promote the brand. However, it’s equally important to protect operators from unfair affiliates by providing effective anti-fraud tools.”

With 60,000 affiliates around the world and 7 million players, PartnerMatrix services more than 100 operators from different jurisdictions and the brand is keen to continue this growth. Nikoghosyan attributes at least some of the brand’s success to constantly improving their software as well as fierce loyalty to contributing to its clients’ businesses.

He concluded: “We think we’ve had a fair amount of success in the last years, and the numbers are showing very clearly that we enjoy the trust of our clients, affiliates and players. At the end of the day, this is the most crucial aspect of this business, which is mainly based on referrals.”

Affiliate Industry

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

Published

6 days ago

April 19, 2024

George Miller

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

Reading Time: 3 minutes

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.

Affiliate Industry

StatsDrone data reveals MyAffiliates as the most used affiliate marketing software by the iGaming industry

Published

2 weeks ago

April 11, 2024

Wladimir P.

Reading Time: 2 minutes

New research from StatsDrone – the affiliate programme stats tracker – today, Thursday 11 April, unveils MyAffiliates as the most used affiliate marketing software in the gaming industry.

The research was conducted this month – April 2024 – on a sample of 1,100 affiliate programs with the latest StatsDrone data revealing that MyAffiliates is used by almost 16% of gaming operators, followed by Affilka (11.8%), Income Access (10.5%) and NetRefer (7.8%).

MyAffiliates is an established affiliate marketing software platform, empowering iGaming operators to combine all of their gaming brands and products under one umbrella affiliate system. It has been in operation since 2007.

The findings of the latest research, affirms MyAffiliates’ position as the preferred choice among gaming operators and, with nearly 16% of operators utilizing its software, has today cemented its position as a market leader.

Furthermore, with 17% of gaming operators still relying on proprietary software, the potential for solutions such as MyAffiliates is significant. As a ready-built solution, MyAffiliates seeks to further expand their market share and empower more operators to optimize their affiliate marketing strategies.

John Wright, CEO of StatsDrone, expressed his insights regarding MyAffiliates’ dominance in the iGaming industry, stating, “We know that MyAffiliates has an advanced platform for operators and is one of the reasons we know that MyAffiliates has become the most popular affiliate platform in iGaming. We hear from affiliates it is one of their preferred platforms to work with so, for us, it isn’t much of a surprise to see why operators choose MyAffiliates. In the last 6 months, we’ve noticed more MyAffiliates brands being requested on our platform, and I can’t see why that trend won’t continue.“

Clemence Dujardin, MyAffiliates Group CEO comments: “Considering this significant milestone, we at MyAffiliates extend our heartfelt gratitude to our clients and partners for their unwavering trust and support. This achievement underscores not only the effectiveness of the MyAffiliates platform but also the dedication of our team to continually innovate and provide unparalleled service to our users.” She added, “As the leading affiliate marketing software in the iGaming industry, MyAffiliates remains committed to delivering cutting-edge solutions that empower gaming operators to maximize their affiliate programs’ performance and ROI.”

Affiliate Industry

Affilka by SOFTSWISS Announces Partnership with 10bet

Published

3 weeks ago

April 5, 2024

George Miller

Affilka by SOFTSWISS Announces Partnership with 10bet

Reading Time: 2 minutes

Affilka by SOFTSWISS, a leading provider of affiliate tracking software for the iGaming industry, announces a new collaboration with 10bet, a prominent player in the iGaming realm.

10bet operates in diverse markets, including Europe, LatAm, and Africa. Offering both casino and sportsbook solutions, 10bet brings over 20 years of global experience and expertise to the table.

This partnership marks a significant milestone for both companies as they join forces to enhance affiliate marketing strategies and expand their market reach. 10bet has already launched seven brands through the collaboration with Affilka by SOFTSWISS. Five of these brands were successfully migrated, while two were created from scratch, with another one to follow shortly.

Notably, 10bet made a strategic decision to transition from third-party software to leverage the advanced features and tailored solutions offered by Affilka by SOFTSWISS. Thanks to a designated Project Manager in the 10bet team, the integration process was smooth and seamless. Allocating a single point of contact is crucial to ensure effective migration and ongoing success.

“We are delighted to partner with Affilka by SOFTSWISS,” says Yotam Peretz, VP of Acquisition at 10bet. “The platform provides us flexibility, reliability, and personalised support. That’s exactly what we need to optimise our affiliate programs and drive growth in our target markets. I’m sure this collaboration marks the beginning of an exciting and successful journey.”

Angelika Antonova, Head of Sales at Affilka by SOFTSWISS, comments on the recent partnership: “This migration serves as further validation of Affilka’s superiority over existing solutions in the market, highlighting its distinct advantages. We are happy to welcome 10bet to the Affilka family. This partnership signifies our shared vision for excellence in affiliate marketing. We look forward to collaborating with the 10bet team to deliver outstanding results and unlock new opportunities in the dynamic iGaming landscape.”

Affilka by SOFTSWISS is ready to present valuable industry insights and unveil the upcoming reporting system 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