HOUSE TECH ADS Affiliate marketing:
Making the case for community Oren Arzony, Director of House Tech Ads, explains how a community-driven approach to affiliate marketing can deliver a more rewarding online casino experiences for users.
negligence by certain affiliate networks relating to misleading content published by their brands, while the reputation of the sector as a whole has been an impersonal one of late, with scattergun approaches to M&A giving the sector something of a faceless feel. Many affiliate sites have found themselves falling into the trap of delivering a glib and me-too experience to visitors, providing them with little beyond a list of partnered operators. Operator campaigns are increasingly delivering information and offers tailored to past activity, and the provision of similar, sound-a-like information by many traditional affiliate sites is failing to keep pace with the expectations of the modern player.
A Empowering communication
The opportunities for players to come together to make their voices heard have been few and far between, with little available in the sense of a platform on which they are able to express and share their views. A sense of community, ownership and belonging powers much of multimedia entertainment as we know it, and empowering users with a platform to tell each other about their experiences, allowing a defined sense of inter-connectivity to power engagement presents opportunities for forward-thinking affiliates to take advantage of. One need only look to a mobile application such as Tripadvisor to witness the impact of such a strategy in action, and it is one that affiliate networks should be open to harnessing in order to realise their strategic growth ambitions. Certainly, getting in touch with a generation that has been
raised on a diet of instant gratification and swift, interlinked communication should be a priority, and the maturity of the internet and the proliferation of mobile is opening up new opportunities and avenues for affiliate marketers. There is a recognisable affinity for community driven content and facilitating the creation of a strong community empowered to share their experiences can generate interest around a brand. The potential for an online casino portal offering that
experience, giving players the opportunity to have their opinions heard in a meaningful way, is evident. Player protection is a key element that leads on naturally
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from this discussion. An online casino portal with a focus on collaboration and shared interest can engender a safer online gambling experience, through both the sharing of information on negative experiences and the confidence that comes with knowing that others have enjoyed their time with a certain operator. Clearly, major affiliate networks have an opportunity to build a community of players, and one that can create an all-new generation of first-time depositors drawn by the sense of belonging that such a platform engenders. It is an opportunity that House Tech Ads has sought to
address with recent launch of
GamblersPick.com. GamblersPick has been built from the ground up to cater to that demand, providing an intuitive, global forum through which players can share their thoughts, enjoy discussing their opinions with their fellow players and ultimately drive more rewarding online casino experiences for our users. GamblersPick also has all the information and commentary that online casino players have come to expect, boasting a large database of opinion pieces that is being consistently added to by knowledgeable, experienced online gaming commentators, as well as over 900 casino and 7,000 game reviews. Community-driven delivery has been missing from iGaming as an industry, and the landscape is opening up for such an approach. Those affiliates capable of delivering on this, while remaining true to their core brand values, give themselves an excellent chance of long-term success.
ffiliate marketing is a rapidly growing and ever-changing industry, but also one that is being faced down by significant pressures, both in terms of competition and regulation. Several regulated markets have noted cases of
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