SBC SUMMIT BARCELONA Fira Barcelona Montjuïc - Wednesday 20th September, 2023
What are the challenges of educating new markets on affiliation?
Tere are still so many emerging opportunities globally and yet one of the biggest challenges is the affiliate industry’s past tarnished reputation. We have to learn from past mistakes and avoid repeating the ‘wild west’ approach where the land grab is driven by bad practice, a lack of education and unacceptable ethics. Being a white hat organisation when many of our competitors are not makes educating others a bit easier, as a layer of trust and ethics is automatically built into our education methods.
Developments in browser privacy may help with this also, but in many new markets the landscape is different. A simple example would be the high adoption of mobile in these emerging markets. Future players come from a mobile-first world and likely have different expectations than previous users - the whole user experience needs to be different.
By thinking a little differently, I believe we can adapt our approach in emerging markets and build a long-term sustainable industry in the future.
What methods can be implemented to instil trust and break barriers of entry in new markets?
Tere are loads of methods that can be implemented. Te number one tried and tested method we’ve found is building a relationship that turns into a partnership. I know this may not sound earth-shattering to some, but people do business with people they like.
Of course, having a solid reputation and being a white-hat organisation helps. Plus, it makes educating new markets much more straightforward and becomes a conversation vs. a tell or car sales pitch (no offence to any used car salesmen out there!).
Working with reputable partners is also key. By working closely with reputable operators, payment solutions, social platforms and avoiding a quick win ‘dash for cash,’ we can build trust and longevity.
It is crucial to recognise that partnerships are about building real long-term value. As an affiliate, sometimes you must uncover and address the unspoken needs of the operator and consumer.
How can operator and affiliate negotiations be improved to ensure everyone feels like they have a good deal?
P140 WIRE / PULSE / INSIGHT / REPORTS
There are still so many emerging opportunities globally and yet one of the biggest challenges is the affiliate industry’s past
tarnished reputation. We have to learn from past mistakes and avoid repeating the ‘wild west’ approach where the land grab is driven by bad practice, a lack of education and
unacceptable ethics. Being a white hat organisation when many of our competitors are not makes educating others a bit easier, as a layer of trust
and ethics is automatically built into our education methods.
Tis is something I hope to thrash out in my upcoming panel session at SBC Barcelona. Te key to success here is really simple and yet seems alien in so many relationships.
Transparency, accurate reporting, and reliable tracking will significantly improve things instantly and help move partnerships forward.
How can data be better utilised to have more transparency over the lifetime value of a player?
Tis is another hot topic for my session at SBC and it’s something that we need to solve for affiliates globally. Gloves off. Tis sounds like an operator problem to me! In all seriousness though, data never lies. It tells a real story of player behaviours and what the consumer is looking for or wants. If the user experience is bad, that player's lifetime value will be much shorter.
Affiliates have struggled with this for many years with very few operators providing transparency or willingness to work on retention marketing that drives lifetime value. Te igaming and casino industry still lags behind in data collection and usage. From an operator’s standpoint, there needs to be an evolution toward data technology and data transparency.
Tat is where affiliate marketing companies like Catena Media can help advise operators and, better yet, work together to expand the lifetime value of a player.
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