The referral promotion sector is valued at $16 billion, with almost 20% of wagering contracts. The sphere has hundreds of online casinos, thousands of publishers and dozens of associate networks.
To receive real benefits from advertising and not get lost in this volatile area, a manager must choose an effective promotion strategy.
The Smart Money company offers to get acquainted with the specifics of referral advertising strategies in the gambling industry.
This is a modern method of promoting an iGaming project. An operator (advertiser) delegates marketing responsibilities to the associate to obtain measurable benefits including conversion growth, return of old customers and increase in profits. The remuneration of the partner directly depends on the quality of the work performed.
Entrepreneurs can cooperate with private webmasters or specialised companies. Another option is to integrate a referral program into a web casino and use it to select contractors to promote the gambling resource.
The solution has the following advantages:
The order of interaction between an advertiser and a publisher is fixed in the offer (contract).
This is a multi-page document that includes the following points:
The following payment schemes are most often used in affiliate offers:
Fee per target action. For example, registration on the site, replenishment of a personal account, participation in gaming tournaments and much more.
The more difficult the task, the higher the reward. If the attracted users visit the site and play several rounds of slot machines, the affiliates will receive a bigger income
This is a percentage of the operator's net income, earned with the help of customer attraction by the publisher.
At the time of account registration, the gambler is assigned to a specific affiliate. The income is calculated based on the results of the reporting period (usually a month). Further, a commission for the work of the publisher is paid from this amount
The model contains CPA and RevShare elements. The scheme is distinguished by increased efficiency and value for owners of web portals
Affiliate networks are platforms for popularising iGaming projects. Associates suggest their services, while advertisers — relevant offers.
The referral program acts as a kind of arbiter between a client and a contractor, protecting the rights of both parties.
Benefits of joining an affiliate network:
Internet casino owners should focus on the following metrics:
Conversion rate (CR)
The parameter displays the percentage of gamers who have completed the target action to all users of the gambling site. The higher the conversion, the more effective the advertising.
There are 3 types of conversion in gambling:
Customer acquisition cost (CAC)
This is the amount that an operator spent on attracting one client.
With CPA payment, the parameter will be equal to the associate's reward divided by the number of active gamers on the site.
With the RevShare scheme, advertising costs (such as payment to the publisher or affiliate network commission) are divided by the number of users on the site
Customer retention rate (CRR)
To calculate the metric, the difference between client quantity at the start and end of the reporting period is divided by the number of gamers at the beginning.
Ideally, the CRR should be 100%. This means that the publisher effectively interacts not only with potential customers but also with an already registered audience
Customer lifetime value (LTV)
This is the profit that the operator receives from a particular gambler throughout his gaming activity.
Monitoring the LTV indicator is very important: the longer users spend time on the portal, the higher the entrepreneur’s income
It is necessary to consider effective approaches to attract affiliate web traffic in 2023.
Most often, these are popular bloggers, streamers, current and former athletes, market analysts and other recognisable personalities trusted by subscribers.
Influencers have thousands of followers on social media and streaming sites. These are Facebook, Twitter, Twitch, Instagram and other online communities. Thousands of users will view advertising content posted by bloggers, and some of them will follow the recommendations.
The key points to consider when choosing an influencer:
Targeting from social networks is one of the most effective methods of arbitrating internet traffic.
Partners often make posts in messengers, taking into account:
It is great to combine the use of instant messengers with other methods of digital casino promotion:
To stand out among hundreds of marketing offers, it is necessary to use unique advertising material. Gamers look at text, audio and video content, banners, and messages.
Creatives are explained in a separate section in the offer, which describes the requirements for content quality, publication frequency, and much more.
It is better to work together to create content even if a partner brings good online traffic. This way, the affiliated person gets to know the wishes of the customer better, and the operator listens to the recommendations of the "field agent" — a person who directly communicates with the audience.
Affiliate promotion is a valid method of popularising an iGaming project.
Smart Money provides professional marketing services.
Our tasks include:
Contact us for more details.
Demo version of a casino
The first 10 days are for free!
Download Smart Money presentation