How important has API flexibility become? As operators integrate CRM, payments, BI tools and compliance systems, does an inflexible affiliate platform become a bottleneck across the wider business?
Te simple answer is yes. Reporting and APIs allow easy access to grab data instantly. Although all affiliate systems are generally reporting on the same metrics, there are still variations from company to company. Having a flexible system like ReferOn to support a wide range of API integrations makes things so much easier for both affiliate managers and affiliates alike.
Modern affiliate programmes are handling significantly larger volumes of partners and data than they were a few years ago. How should operators be thinking about scalability when evaluating their affiliate infrastructure?
our templates, clarified a few queries and provided a staging environment showing how the setup would be. On the day of the swap everything started working already in ReferOn. Tey were under the impression they had to panic with new links for everyone but that is not the case.
AI, automation and predictive analytics are becoming increasingly common across iGaming operations. How important is it that the underlying affiliate platform is built to accommodate future technologies rather than simply supporting today's requirements?
If we put AI to one side for a moment, as this is the buzz word of the last few years, any software out there, not just in igaming, needs to always think of what needs to be added. Development takes time and if a client comes to you with a problem, it takes time to fix.
Although all affiliate systems are generally reporting on the same metrics, there are still variations from company to
company. Having a flexible system like ReferOn to support a wide range of API integrations makes things so much easier
for both affiliate managers and affiliates alike. DAVID HARRIS Chief Operating Officer ReferOn
As affiliate portfolios grow, the need for automation and bulk operations become essential. Te days of manual changes or one-by- one changes are steadily going. Having the ability to do deal updates, payment method updates, approvals, group management and payment updates in bulk is a must.
If an operator is considering replacing a legacy affiliate platform, what are the biggest misconceptions about migration? Is the perceived disruption often greater than the reality?
Generally we see trepidation about migrations due to a ‘change’ occurring. Tere are of course many things to consider in a migration both in data and operations which can create risk, but it is important to understand when handled well with clear communication and realistic expectations on hand things can and will go smoothly.
Let's take an actual example that happened lately, client was moving from another platform into ReferOn and was worried about how the links and data would look. However, we ran the data extracts through
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Laying the groundwork for the future with certain protocols or coding can help alleviate this, and can even solve problems before clients even know they have a problem, which brings us back to technical debt. Tis is a balance between operations and product teams.
What will separate the affiliate programmes that thrive in future from those that struggle? Will competitive advantage increasingly come from commercial relationships, or from the technology that underpins them?
I think it's a mix of both. If a programme manages its commercial relationships well and communicates effectively with affiliates, their reputation grows and provides a strong base into the future.
Good technology certainly helps, as it helps teams find issues and react but technology alone won't solve problems if people don't use it effectively. Technology is not the fast fix. It is certainly a bit of both. Together it is synergistic but using only one will inevitably lead to problems.
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