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The evolving landscape of affiliate marketing within the iGaming ecosystem presents both opportunities and challenges due to regulatory shifts. Adapting to these changes is crucial to navigate the dynamic environment effectively. Slotegrator experts exploring strategies to avoid pitfalls globally and adopting adaptable approaches can optimize affiliate marketing amidst evolving regulations.

The iGaming industry has had to focus on a number of changes in the area of affiliate marketing –  as a result of regulatory and advertising changes.

Beyond that, it’s important to keep in mind another important key initiatives that include key components of a successful affiliate program:

• The quality of the content the affiliate creates.
• Regulations the affiliate or affiliate program might be subject to.
• This is especially important if the affiliate expects a commission for every sign-up. If the affiliate is getting paid for every player they send your way, the players need to stay for a while for it to be worth it.
• An ongoing analysis of the size and quality of traffic the affiliate is delivering you.

To know more about these points you can read an instruction from the Slotegrator Academy by link.

The changes have not only affected the regulatory environment of the iGaming industry, but also affiliate marketing as a result of the general changes. What is important to look out for?

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Slotegrator shares some regional specifics of affiliate marketing:

• Asia is a diverse and dynamic region for affiliate marketing in the iGaming industry. Affiliates operating in Asia have to navigate complex regulatory conditions and varying cultural attitudes. Marketing managers have to employ strategies that prioritize mobile channelization, collaboration with opinion leaders, and compliance with local laws — all of which are essential to success.
• Affiliate marketing in Africa is still in its early stages but is already showing significant potential. With the increasing availability of the internet and the spread of smartphones, the continent is opening up opportunities for affiliates to reach a fast-growing market. However, factors such as regulatory uncertainty, payment processing difficulties, and the cultural diversity of the region need to be taken into account.
• In Latin America working with local affiliates who have a deep understanding of the regional market helps to better customize marketing campaigns and achieve higher conversion rates. Given the strict regulation of gambling in some Latin American countries, it is important to comply with local laws and advertising restrictions to avoid negative consequences.
• Affiliate marketing in Europe is a dynamic and competitive landscape where effective strategies and a professional approach can ensure significant business success and growth in the iGaming sector. One of the important parts of affiliate marketing in Europe is the use of a variety of channels to build audiences. It helps to diversify and increase the flow of traffic to the partner’s site, which helps to increase conversion rates. Careful research of each country’s rules and restrictions is needed regarding the advertising and promotion of gambling.

Alyce Fabel from CasinoRIX, Slotegrator’s media partner, summarizes key aspects for affiliate companies to concentrate on.“As each year passes, affiliates must strive to improve and keep pace with the market. Competition is growing, regulations are evolving, and that brings changes to many regions. We can highlight five key points for affiliate companies to focus on:

• Continuously search for and acquire new traffic channels. It’s crucial not to focus only on one channel; diversification is necessary. This has been particularly evident in the past year, with significant changes and updates in SEO and mobile traffic (iOS/Android applications).
• Ensure content quality. As AI tools continue to advance, it’s essential not only to learn to apply them in work but also to differentiate content written by humans from AI-generated content (especially crucial for SEO projects).
• Configure deep analytics. Constantly work on improving traffic quality and understand where to make enhancements. The standards for traffic quality are rising.
• Provide added value. It’s time to start developing the product aspect as well, thinking not only as an affiliate but also about providing customers with additional value. This will also help in achieving higher-quality marketing.”

Cultivate relationships with partners. Build strong and lasting relationships, stay informed about all industry changes and news, and keep up with technologies and innovations. This is crucial for achieving high results.

And some words about the affiliate marketing trends as a compass to guide development efforts in this area in the right direction. Khoren Ispiryan, sales manager at Slotegrator, and the speaker of the latest Prague Gaming & TECH Summit ‘24, shares some insights:

• “The best thing is to include real people in the affiliate marketing. To create an environment where bloggers, streamers and influencers will make a bigger impact on the end user behavior.
• In 2024, gambling companies will continue to partner with influencers and other internet celebrities. These partnerships will be increasingly effective methods of attracting new audiences, promoting products, and increasing brand awareness.
• Loyalty programs and other ways of enhancing the user experience will also be essential for the promotion of gambling websites.
• The development of partner relationship management software will be a major priority. It will help improve usability for affiliate partners and enable better communication between companies and affiliates. For instance, Partnergrator from Slotegrator offers a solution for online gambling platform operators who face difficulties in tracking their affiliate program data. This innovative solution provides the ability to manage and analyze affiliate programs in real-time, using analytics to simplify the decision-making process.”

GiG Media, a subsidiary of Gaming Innovation Group (GiG), today proudly announces it has secured 3rd position in the prestigious EGR Power Affiliate Ranking for the second year running.

This achievement underscores the business’ unwavering dedication to strategic innovation, expanding its market reach and delivering unparalleled value to its partners and shareholders.

GiG Media’s portfolio of high-quality traffic websites, including WSN.com, Time2play.com, Askgamblers.com and Casinotopsonline.com, has been instrumental in driving its success. With operations spanning across Malta, Denmark, Serbia, and Spain, GiG Media continues to set the benchmark for lead generation in online sportsbooks and casinos.

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Commenting on the achievement, Jonas Warrer, CEO of GiG Media, stated:

“We are delighted to receive this acknowledgement yet again in the EGR Power Affiliate Ranking and this is nothing short of a testament to the hard work and dedication of our team. This superb accomplishment reflects our relentless pursuit of excellence, internal talent, and continuous growth in the iGaming affiliate landscape. As we continue to grow the business in 2024, we remain steadfast in our commitment to players, partners and the industry alike.”

GiG Media’s portfolio expansion and strategic diversification have been pivotal in propelling its growth trajectory. Its ongoing product development and recent acquisition of Time2Play Media emphasise the company’s proactive approach to seizing emerging opportunities and reinforcing its market leadership position.

7777 gaming, a leading online casino content provider, has solidified its footprint in the Romanian market through a strategic partnership with Avento Group. Due to this partnership 7777 gaming’s portfolio of captivating casino games is now live on three prominent websites operated by Avento Group in Romania: Mr Bit, Frank Casino, and SlotV.

With over 80 immersive games, including top-performing titles like Cash 100, Club Mr. Luck, and Jinn, as well as recent releases such as Crazy 100 Bucks and King Cash 10, 7777 gaming aims to elevate the gaming experience for Avento Group players in Romania.

“Leveraging our partnership with Avento Group, we are excited to bring our diverse portfolio of premium casino games to their audience in Romania,” said Larisa Karaboycheva, Account Manager at 7777 gaming. “We are excited to continue our success story of delivering unparalleled entertainment to players across various regulated markets with Avento Group.”

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Avento Group, known for its dedication to providing top-quality gaming experiences, expressed enthusiasm about the partnership. “We are thrilled to welcome 7777 gaming’s impressive selection of casino games to our top-notch brands in Romania,” commented Anastasia  Ardelean, Head of Marketing and PR at Avento Group. “This collaboration strengthens our commitment to offering our players a diverse and exciting gaming environment.”

Last year, 7777 gaming became live on Avento Group’s MGA licensed operators, in 2024 went live on their brand-new Bulgarian website and now continues its journey of growth with Avento Group’s three brands in Romania.