Pulse
User Acquisition Services INTELITICS
Intelitics:
pragmatism is key for innovative marketing
Allan Petrilli, VP of Sales & Growth at marketing-tech and analytics services
company Intelitics, casts his expert eye over the gaming industry’s increasingly competitive user acquisition services market.
Allan - you've been in the iGaming industry since 2011. Are SEO tactics and grey/black hat paid media solutions no longer the prevalent way of driving top-line performance? What's changed?
In 2011, SEO was the most prevalent. It dominated every single affiliate programme in the space. I'd say now that SEO and, in certain areas, grey or black hat paid media is still quite prevalent, particularly on the SEO side. However, they're both getting increasingly harder, at least in my opinion. From an SEO perspective, the days of launching a website, having it rank and being able to make significant revenue quickly are done.
You're also seeing quite a lot of consolidation on that front with a handful of companies such as Better Collective and Catena Media controlling most of the scale from an SEO perspective internationally. When it comes to grey and black hat, those are obviously still prevalent, especially in search. Tere are fewer publishers that are really scaling, certainly on Facebook, because the platforms are starting to crack down and it's becoming a lot more difficult to sustain growth.
Operators need to become more creative but what's helping them a little bit is regulation across many different markets. A lot of people might disagree with me when it comes to regulation helping scale, but it does allow operators to buy in places that they wouldn't have had opportunities to buy in the past.
I find it very interesting and it's something that we at Intelitics are keeping a close eye on. We have a sister company called
Acquire.bet where we do paid media services and run a large affiliate network. Our aim is to stay ahead of the
P92 WIRE / PULSE / INSIGHT / REPORTS
CasinoAffiliatePrograms.com, which was a discovery portal for affiliates and affiliate programmes to meet each other. Tat company co-founded iGB many years ago, exited that business in 2011, and since then
CasinoAffiliatePrograms.com has been one of the largest standalone affiliate slash publisher networks globally in the industry.
Allan Petrilli VP of Sales & Growth, Intelitics
There's a lot of conversation within the iGaming industry when you look at conference circuits talking about lack of innovation without talking about the fact that there's increasingly limited places where brands can advertise and more scrutiny when it comes to brands advertising.
curve on that company through ensuring we understand which geos we're able to scale from a white hat perspective.
Could you just tell us a bit more about
Aquire.bet?
It has a long history as it's been in the space in a few different forms since 2001. Te company was founded originally as
We also do paid media services for brands buying directly on tier one ad platforms, as well as run and own a couple of affiliate properties in the US market. From a network perspective
Acquire.bet is quite global, but from a services perspective is focused probably 75 per cent in the US and 25 per cent international.
Is it fair to say that iGaming marketing lags behind many other industries in innovative marketing activities?
I'd say it's a fair statement and there are concrete reasons for it. Tere's a lot of conversation within the iGaming industry when you look at conference circuits talking about lack of innovation without talking about the fact that there's increasingly limited places where brands can advertise and more scrutiny when it comes to brands advertising. A prime example is the changes coming to the Premier League with front of shirt sponsorship.
I think there are a lot of issues that's holding back the industry from what they can do from an innovative marketing perspective. You just have to look at any unregulated or not fully regulated geo. You're not able to buy white hat on Facebook or Google so you must start getting creative in terms of what you do. We're definitely lagging behind, but I wouldn't say it's because of a lack of smart minds in the industry.
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