SBC SUMMIT BARCELONA Fira Barcelona Montjuïc - Wednesday 20th September, 2023 Affiliates Open Mic - Ask the affiliate anything Conference Stage 5, 15:40 - 16:20
Affiliates Open Mic: Ask me anything
Jules Bazley, VP EMEA at Catena Media, offers exclusive insights into the world of affiliate marketing ahead of his open mic session
rounding out SBC Summit Barcelona's 'Affiliate Focus' conference track.
How has the affiliate landscape evolved with technology, player habits, and social engagement over the last five years?
A lot has changed over the last five years, and as rules change, strategies have to evolve quickly. Affiliate marketing has had to evolve, too, over recent years - not just because of increased competition amongst affiliates. Each day a new set of tailwinds are encountered by affiliates, requiring us to navigate through everything from gambling regulations and privacy laws to browsers tracking updates and changing rules in social media platforms.
Player habits are also evolving and complex. Emerging markets act very differently from regulated markets, but as players become increasingly savvy, operators must push harder than ever to keep them engaged. Tis typically manifests as player ‘offers,’ ultimately driving down the rev share commissions paid to the affiliates as operators strive to keep players engaged.
In many ways, it’s like a boxing match - the competition is fierce (and let’s be honest, there are a number of dirty fighters out there), technology is continuously evolving, and new platforms and opportunities arise to promote brands pop up every day. Affiliation, as an industry, has come a long way over recent years. However, staying ahead and maintaining a white hat approach has its own set of challenges and obstacles that we could spend an entire day chatting about.
I genuinely hope that the days of cookie stuffing are gone and that affiliates are bringing in a new era of best practices and innovative value creation.
P138 WIRE / PULSE / INSIGHT / REPORTS What will the next five years see for affiliation?
Jules Bazley Vice President EMEA Catena Media
The competition is fierce (and let’s be honest, there are a number of dirty fighters out there), technology is
continuously evolving, and new platforms and opportunities arise to promote brands pop up every day.
Affiliation, as an industry, has come a long way over recent years. However, staying ahead and maintaining a white hat approach has its own set of challenges and obstacles that we could spend an entire day chatting about.
Affiliates love to talk about innovation, and currently, the hot topic is clearly AI. Tis will, of course, have a dramatic impact on affiliation, with everyone scrambling to take advantage. But in reality, there are so many other unexplored opportunities that are yet to be capitalised on fully. When you compare gambling affiliation with other affiliations out there, we are just scratching the tip of the iceberg. New trends and promotional methodologies have emerged over recent years, and there are some very large gaps to bridge over.
It’s not just about partnerships (which are a great way to rent or borrow audiences in the short term). Tere are still huge opportunities for affiliates to drive growth and value to operators. Technology development is opening substantial opportunities for affiliates who can now look beyond websites, apps and programmatic to create new ways of promoting operators.
As an industry, we must rely more on data technology and initiatives to drive leads and real value. I see this really packing some big punches in the industry as a whole. Social media has a huge untapped potential. We expect to see more and more demand for content that targets specific audiences. Tere are many different routes and various methods that will keep affiliation marketing organisations on their toes.
I could go on, but with so many opportunities for affiliates to diversify, I expect the industry to see many changes and new players over the next few years - it’s an exciting time to be in affiliation.
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