INDUSTRY INSIDER: MARK MCGUINNESS


a lose-lose situation for sustainable growth. Real player fun, genuine entertainment, and long-term loyalty? Those crucial elements have too often been overshadowed and lost in the mad scramble for the next enticing bonus.


So, what happens when a system becomes so skewed and unsustainable? Regulators step in. And you know what? They’re not wrong to do so. The bonus bans, or severe restrictions, that we’re seeing pop up in various jurisdictions around the globe aren’t some random, unprovoked attack on the industry. They are, by and large, a direct and predictable consequence of us collectively pushing things too far for too long. Our obsession with those eye-catching, often complex, promotional offers has basically invited the regulatory scrutiny that’s now shaking up a core, fundamental way we acquire new players. The comforting illusion that this bonus-fuelled bonanza could last forever bubble has well and truly burst. Whether we like it or not, it’s forcing us to have a long, complex, and potentially painful think about how we attract people to our platforms and, just as importantly, how we keep them engaged and playing responsibly over time. This isn’t just about needing a minor tweak to our marketing strategies; it’s a clear and urgent call for a complete and fundamental overhaul of casino affiliate marketing. We must shift away from that quick bonus fix mentality towards a model built on providing real entertainment value, fostering authentic engagement, and operating with integrity and responsible practices.


OUTDATED TECH IS HOLDING US ALL BACK


Now, let’s talk about the tools of the trade. Think about the affiliate tracking platforms many of us are still relying on. Many of these systems were designed and built for a much simpler time in online gaming. An era before everyone was glued to multiple devices before player journeys became incredibly complex and non-linear, and certainly before regulators started watching our every move with such hawk-like intensity. Fast-forward to today, and what do we see? These platforms are visibly creaking under the strain. They’re struggling, often failing, to keep up with the sophisticated demands of modern digital marketing. They can’t accurately track how players behave online across different touch-points, and they certainly weren’t built with today’s mountain of intricate compliance rules in mind. The reality for most affiliate teams is that they’re trying to manage sophisticated global operations by juggling a messy, disjointed toolkit of different systems that often don’t talk to each other properly, if at all. What does that lead to? It’s a recipe for human error, missed opportunities because the data isn’t clear or timely, and a glaring, dangerous lack of real accountability when things inevitably go wrong. This technological lag, this reliance on outdated infrastructure, doesn’t just cause headaches; it makes it easier for those quiet, off-the-books side deals and under-the-table


The iGaming world and casino marketing departments have been caught up in a relentless bonus frenzy


arrangements to happen, especially in less regulated or so-called ‘grey’ markets. It’s inadvertently created a bit of a ‘Wild West’ culture in some quarters, where it’s all about seizing the moment, often without proper oversight. That kind of opportunistic environment must stop if this vital acquisition channel wants to mature, be taken seriously by the wider business world, and maintain its legitimacy in the eyes of regulators and the public. Relying on this old, often patched-up gear isn’t just a bit inconvenient anymore; it’s a massive, critical weak spot for the entire industry.


THE NDC TRAP AND ILLUSION OF GROWTH


What is one of the biggest most persistent tripwires in the current affiliate marketing landscape? It’s this almost tunnel vision, obsessive focus on ‘new depositing customers’, or ‘NDCs’, as they’re commonly known. Sure, it’s a number that tells you something fundamental. It’s an indicator. But let’s be brutally honest: it’s just the first handshake, right? It’s the absolute starting point of what could, and should, be a long and mutually valuable customer relationship. It’s certainly not the end goal, yet it’s treated as such for so many. But what happens because so many affiliate commission deals are heavily weighted and front-loaded towards rewarding that initial first deposit? Too many affiliates, quite understandably given the incentives, end up hoovering up anyone and everyone they can get to sign up and make that first small deposit, with little to no regard for those players’ actual quality or long-term potential. What’s the inevitable, predictable result of this numbers game? Players sign up, grab the often-generous welcome bonus, play it through (or not), and then vanish, never to be seen again. Churn rates go through the roof, and the real long-term value of these expensively acquired players plummets dramatically. It’s a costly revolving door.


And operators? We’re absolutely part of the problem here, too. We’ve often been just as guilty, getting fixated on those quick, headline-grabbing spikes in new sign-ups to hit our demanding quarterly targets or to make the acquisition reports look suitable for the board. We do this without


digging deep into the underlying data, without truly understanding what these aggressive, NDC-focused affiliate strategies cost us in the long run in terms of player loyalty, brand reputation, and overall profitability. We’re trading sustainable, long-term health and genuine business growth for a short-term, often illusory, sugar rush. And in today’s increasingly competitive and regulated market, that’s not innovative business anymore. It’s a strategy that’s running out of road, fast.


About Mark McGuinness


Currently CMO at Devilfish.com, Mark McGuinness brings over 24 years of elite digital marketing leadership, having advised top-tier iGaming operators across diverse regulated landscapes. He translates deep analytical power, honed from his scientific background, into breakthrough strategies for affiliate marketing, Web3, social poker, and casino gaming. He champions the game-changing integration of neuroscience and behavioural economics to skyrocket customer engagement and conversion. McGuinness is a strong advocate for the integration of neuroscience and behavioural economics into marketing strategies, believing that these fields


provide valuable insights that can drive customer engagement and conversion rates. His comprehensive approach not only enhances marketing effectiveness but also aligns with contemporary trends in consumer behaviour, making his strategies highly relevant and impactful in today’s digital marketplace.


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