Affiliate marketing: how to drive traffic and players to online casinos

The iGaming sector demonstrated robust financial performance in 2020, reaching a market valuation of USD 60 billion. This upward trajectory continued, with the market expanding to USD 72 billion in 2021 and further to USD 81 billion in 2022. For the close of 2023, experts estimate the iGaming industry growth to be between USD 88 and 95 billion, reflecting steady year-over-year expansion. These metrics vividly illustrate the sector's predicted dynamics, reaching USD 153 billion by 2030.

Yet, within this lucrative industry, competition is fierce. Countless online casinos and game providers, including BGaming, constantly strive to capture players' attention. In this highly competitive landscape, it becomes imperative for all stakeholders to leverage every available tool effectively. One such pivotal instrument is affiliate marketing – the linchpin for efficiently attracting users and establishing a sustainable online presence.

This article will delve into the intricacies of iGaming affiliate marketing, its types, ways of acquiring traffic, and a comprehensive examination of its pros and cons. Additionally, we will provide you with 5 practical tips to ensure a successful collaboration.

Understanding affiliate marketing

First, affiliate marketing is one of the iGaming trends and performance-driven strategies where individuals or entities, known as affiliates, actively promote a particular product or service to attract user traffic. In return, they earn a commission for each customer they successfully bring in through their marketing strategies. Let’s delve into the essence of affiliate marketing with a clear example.

Imagine your online casino has a dedicated partner with a singular mission — to attract as many players as possible to your platform. This digital ally can take various forms, whether it's an influencer, a land-based casino, or a prominent gambling media outlet. Their role is simple yet powerful — promoting your platform on their website or any other channel they see fit, all while earning a commission for each user they lead to your platform.

Affiliate marketing is a win-win relationship where your casino gains enhanced traffic and visibility, and your partners benefit from their efforts.

Types of affiliates in the iGaming landscape

After learning what affiliate marketing is, let's explore three main types of affiliates:

Unattached affiliates operate outside iGaming and lack a direct connection to gambling products or services. Examples include general media platforms and personal recommendations from individuals.

Related affiliates represent the most prevalent collaboration in the iGaming sphere. These partners have enough influence to use their authority as a source of trust. This group encompasses representatives from online casinos, payment companies, influencers, and streamers with non-gambling content.

Involved affiliates experience the deepest connections between online casinos and affiliates, such as industry exhibitions and events, games catalogs and media, iGaming streamers and individuals.

Understanding these distinct types is pivotal for online platforms seeking to implement their affiliate marketing strategies effectively and gain more impact in the field.

Seeking iGaming traffic – Where to acquire it?

Our industry is fast-growing and dynamic, leading to changing trends in affiliate marketing. But let’s explore 5 effective sources of affiliate traffic in iGaming:

Paid search traffic refers to website visits from online ads that advertisers pay for, typically displayed when users seek specific keywords.
Social media marketing is the strategic use of social platforms to promote products, services, or brands to build awareness and generate engagement.
Influencer marketing utilizes famous individuals with large audiences to endorse products or services, leveraging credibility to impact their decisions.
Live streaming involves real-time broadcasting of promotional content through live video platforms, creating interactive engagement with the audience.
Advertising networking connects advertisers with publishers to display ads on various websites and rewards publishers based on how well the ads perform.

Navigating through the pros and cons of affiliate marketing

In the ever-evolving and competitive iGaming world, affiliate marketing has emerged as a powerful tool for attracting players. Let's discover the affiliate program benefits:

Quick results with transparent KPIs

Skilled affiliates leverage their existing platforms and deliver quick outcomes. Additionally, transparent analytical parameters such as Conversion Rate, Click-Through Rate (CTR), Return on Investment (ROI), or Cost Per Acquisition (CPA) ensure clear marketing insights into the campaigns’ effectiveness.

Targeted traffic

Targeted affiliate marketing involves attracting visitors from specific geographic markets or those with a particular interest in casino games. This approach creates a focused audience more likely to engage, convert, and contribute to the overall affiliate marketing success.

Expansive reach

Affiliates act as pathways to diverse and vast audiences through their existing platforms, websites, social media, and other distribution channels.

Cost-effective approach with mitigated financial risks

This type of marketing presents lower financial risks than traditional advertising because it ties payments to tangible outcomes such as clicks, leads, or sales.

Enhanced casino KPIs

Affiliate marketing proves effective in the long term by boosting essential casino KPIs like Gross Gaming Revenue (GGR), bet count, and player retention, while also elevating brand awareness.

While the pros are impressive, it’s vital to be aware of the potential cons and challenges that affiliate marketing brings to the table:

Initial costs and affiliate management effort

Establishing and managing an effective affiliate collaboration requires a substantial initial investment and ongoing tracking, communication, and support efforts. This is especially challenging for young brands.

Fraudulent activity

Online casinos risk engaging in deceptive practices, such as generating fake leads or clicks to earn commissions without delivering genuine value, money scams, etc.

Traffic quality

Not all traffic driven by affiliates may be of high quality. Some of them focus on quantity over quality, leading to lower conversion rates and a less engaged user base.

Lack of control

Online casinos may have limited control over the affiliates’ strategies. This can be problematic if they use tactics not in line with the casino's brand image or legal guidelines.

Dependency on affiliates

Relying too heavily on online casino affiliates for player acquisition can pose a risk if the partners fail to deliver as expected or if the relationship sours.

Understanding the nuances of affiliate marketing is crucial for businesses seeking effective and efficient promotional avenues. Besides the benefits, this approach has cons to consider before conducting any campaign.

Exploring 5 practical tips for a successful affiliate partnership

Now that you grasp the essence of this type of marketing, it's time to acquire practical tips for building affiliate relationships from the start.

#1. Use your website as a platform for recruiting partners

Place a contact form or communicate more details, advantages, and application process for attracting quality affiliates. Check out the BGaming example for reference.

#2. Conduct thorough research before onboarding affiliates

Ensure candidates align with your brand values, have a relevant audience, and possess a track record of reliability. You can find chats sharing feedback about casino affiliates from real customers to ensure they suit your business.

#3. Entering into a clear and comprehensive contract

The contract should outline the terms, expectations, commission structures, and other relevant details. A well-defined agreement sets the foundation for a profitable iGaming partnership.

#4. Provide your affiliates with high-quality marketing materials

Sending banners, graphics, and engaging content empowers your partners with effective promotional tools, enhancing the likelihood of advantageous campaigns and increasing affiliate success.

#5. Monitor and analyze the results of your program

Track key metrics, assess the performance of different partners, and use the affiliate marketing insights gained to make informed decisions. This ongoing evaluation ensures the productivity and optimization of your collaborations.

These practical tips serve as a roadmap for establishing and maintaining fruitful strategic affiliate partnerships within iGaming.

The bottom line

Affiliate marketing thrives as a mutually beneficial and effective partnership, where online casinos gain valuable traffic and affiliates earn well-deserved commissions. While it is a simple and quick method to bolster iGaming business development, the intricacies involved necessitate careful consideration, particularly regarding security.

At BGaming, our commitment extends beyond mere digital partnerships as we exclusively collaborate with dependable and renowned companies. This deliberate selection ensures the effectiveness and sustainability of our business endeavors from the outset. Whether you're a burgeoning online casino or a well-established company, BGaming is a reliable partner ready to support and enhance your brand. Partner with us for a collaboration marked by trust, effectiveness, and mutual success!