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Affiliate Industry

The Age of Affiliates: PartnerMatrix CEO argues for greater sector recognition

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In an ideal world, affiliates should be encouraged for every action they undertake”, explained Levon Nikoghosyan, PartnerMatrix CEO highlighting the positive influence they bring to gaming’s image and profitability across the globe. Exploring the market and the future of their customizable platform, he discusses why the new dawn of affiliate marketing can’t come soon enough.

 

PartnerMatrix, the powerful stand-alone affiliate platform software solution from EveryMatrix, has been making waves in the affiliate sector since it launched five years ago. In 2020, with an increased focus on the brand and affiliates in general, the company is planning to expand its reach and introduce a series of exclusive new tools to the market. Commenting on their future focus, Nikoghosyan said: “Our strategy is quite simple, by investing in the development of our system and implementation of new features, we increase the profit of our operators and affiliates and bring an enhanced user experience to both sides of the business. In other words, our primary goal is to make our clients more competitive.

“Last year we launched Reactivation Reward which enables operators to offer commissions for reactivated players alongside newly registered ones. This new tool was an industry first. This year we will focus on the development of tools such as fraud detection, risk management, analytical reports of a player lifetime, behavior, quality of traffic.”

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PartnerMatrix’s platform allows bookmakers and casino operators to create, run and track multi-brand affiliate marketing campaigns. For Nikoghosyan, the importance of using affiliates and recognizing their influence is a crucial change the gaming industry needs to address in order to push forward in the coming decade.

“In an ideal world, affiliates should be encouraged for every action,” he said. “Yes, they bring players and get paid for that. But we often forget that in many cases they promote your brand, they increase brand awareness by placing your company banners or creating content that directly supports your platform.

“We need to come up with a formula that can allow affiliates to get bonuses and rewards also for promoting your company name. Because in the long run, it also affects your company’s prosperity. I don’t think a problem like this can be solved in just one year, but I hope this ideal world will arrive sooner rather than later.”

Continuing his focus on how the affiliate market can continue to drive the industry forward, Nikoghosyan is clear that ‘flexibility and content’ will be the trends to watch out for in the months ahead. “By flexibility, I mean the ability for operators and affiliates to solve any type of issues and problems within one system, one interface,” he commented. “Some providers offer a wonderful platform, very light, with a set of versatile statistics, but for other tools, you need additional integrations.

“From this point of view, PartnerMatrix offers an all-in-one solution, including a secure payment method, transparent analysis and set of every single tool needed for affiliate marketing. Speaking about content, the market is moving towards more specific messages. PartnerMatrix also offers marketing solutions and consultancy, so by choosing our system, our clients get everything to enter the affiliate market.”

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2019 saw PartnerMatrix launch two highly requested features, the aforementioned, industry-first Player Reactivation Reward, alongside the brand’s powerful player segmentation tool which offers higher productivity. The brand’s segmentation tool simplifies daily routine of the Affiliate Manager allowing to set different commissions for different segments of players without any need to manually divide traffic into segments and assign different commissions for each segment. Since its launch the tool has yielded significant results, guaranteeing the company will continue to invest in its growth according to Nikoghosyan.

“When analysing our client behavior, it becomes clear that the ones who use the segmentation tool are more competitive, they create more appealing content,” he explained.  “Needless to say, this entails increased sales and greater customer engagement. We are constantly improving this tool, bringing more options to segment players depending on region, preferences, registration period, sources they came from, and other criteria upon request.”

Since its inception in 2015, PartnerMatrix has helped evolve the betting industry’s understanding of affiliate marketing. The main focus of PartnerMatrix’s team is to ensure uninterrupted and transparent operation of the system – taking into account all market risks. “There are many issues in the affiliate industry as in any other industry. Shaving, which refers to cutting down the commissions, is the main concern of any affiliate and nowadays with real-time software, it is easy to find out whether an operator does that or doesn’t.

“Another noteworthy factor is the conversion and monetization of the traffic – the better is the monetization, the more affiliates will promote the brand. However, it’s equally important to protect operators from unfair affiliates by providing effective anti-fraud tools.”

With 60,000 affiliates around the world and 7 million players, PartnerMatrix services more than 100 operators from different jurisdictions and the brand is keen to continue this growth.  Nikoghosyan attributes at least some of the brand’s success to constantly improving their software as well as fierce loyalty to contributing to its clients’ businesses.

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He concluded: “We think we’ve had a fair amount of success in the last years, and the numbers are showing very clearly that we enjoy the trust of our clients, affiliates and players.  At the end of the day, this is the most crucial aspect of this business, which is mainly based on referrals.”

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Affiliate Industry

Blaze Gaming turns up the heat by joining First Look Games

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Rising star studio gets serious about game promotion by partnering with award-winning marketing platform that directly connects providers and affiliates

First Look Games, the ultimate marketing platform for game studios, has partnered with Blaze Gaming as the up-and-coming provider looks to drive awareness of its titles among affiliates and players.

As a partner of First Look Games, Blaze Gaming gains access to a fully branded library where it can upload information and assets for each of its games. This can then be downloaded by a network of approved affiliates and used to create reviews and previews.

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The First Look Games library is powerful and sophisticated, with providers such as Blaze Gaming able to upload game sheets, logos, images and videos for each title in their portfolio.

The provider can even offer demo links for each of its games, with player verification that is carried out seamlessly by 1account. This means that affiliates in highly regulated markets such as the UK can still offer demo games to their audiences.

Blaze Gaming has complete control over the assets it shares via its library, and when those assets are made available to affiliates. It can even offer a “first look” to certain affiliates up to two weeks before a new game launches.

This allows affiliates to build anticipation of the game ahead of its launch – when it goes live, players can then fire up the reels without delay.

Elliott Resnick of First Look Games, said: “It’s great to see Blaze Gaming engaging with affiliates by using our award-winning platform. First Look Games provides cost-effective game marketing that is proven to work, and Blaze can now take advantage of its unrivalled power and reach.”

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Keith Goddard, CEO at Blaze Gaming, added: “We are excited to leverage First Look Games and its suite of features and tools to directly connect with affiliates and make them aware of the awesome games in our portfolio so that more players can discover Blaze Gaming and our innovative, entertaining slots for the first time.”

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Affiliate Industry

Affiliate GGR Doubles in 2023: Affilka by SOFTSWISS Recap

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Affilka by SOFTSWISS, a leading affiliate management software provider, registers a two-fold increase in affiliate Gross Gaming Revenue (GGR) in 2023. 

In 2023, Affilka by SOFTSWISS significantly bolstered its reach, welcoming 120 new brands into its partner network, now exceeding 320 brands. Moreover, almost 100,000 new affiliate accounts were registered during the same timeframe, marking a 176% increase over the previous year. The number of new affiliate accounts registered in 2023 represents 43.5% of the total registrations since the platform’s establishment in 2018.

 

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The rise in new affiliate accounts has led to a notable acceleration in new player registrations, exceeding 24 million over the past year. Compared to 2022, this metric has increased around 2.4 times, highlighting the impact of effective affiliate management on success within the iGaming landscape.

 

In 2023, the number of unique clicks on referral links with Affilka by SOFTSWISS increased notably, jumping 4.4 times compared to 2022. This growth can be credited to the expansion of the affiliate partner network and the improved brands’ capabilities using Affilka by SOFTSWISS.

In the financial review of Affilka by SOFTSWISS, notable growth is evident over the past year. Notably, the player deposit amount surged 2.4 times, the affiliate GGR nearly doubled, and affiliate payments increased by 70%.

Anastasia Borovaya, Head of Affilka by SOFTSWISS, remarks: “Our recent performance boost can be attributed to our robust referral infrastructure, ensuring smooth traffic flow that converts into higher player deposit amounts. We’re seeing an uptick in partner payments because we refined the commission constructor, allowing for more flexibility and customised management of partner rewards.

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We invest consistently in innovation and improving user experience in affiliate marketing, recognising its crucial role in iGaming. Our mission is to provide clients with a comprehensive affiliate marketing software solution vital for their operations. We prioritise exceptional service to attract new clients and ensure their continued loyalty.”

In the last quarter of the previous year, the world’s leading agency, Kantar, conducted a customer satisfaction survey for Affilka by SOFTSWISS. The average score obtained was 8.1 out of 10, with 91% of respondents expressing satisfaction with the product. Additionally, the satisfaction score for account managers was also high at 9.1 out of 10, with 97% of clients expressing contentment with the quality of work provided by Affilka’s account managers.

 

 

About SOFTSWISS

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SOFTSWISS is an international tech company supplying software solutions for managing iGaming projects. The expert team, which counts over 2,000 employees, is based in Malta, Poland, and Georgia. SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013, SOFTSWISS was the first in the world to introduce a Bitcoin-optimised online casino solution.

 

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Affiliate Industry

A little news about Fabrizio Romano x 20SHOTS

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Affiliate marketing product provider 20SHOTS has kicked off the launch of its newly enhanced department with a loud, proud, “Here we gooooooo!” as it signs football journalist and influencer Fabrizio Romano.

The signing is part of the suite of services 20SHOTS is providing to Stats Performa’s Opta – the first being the creation of a bespoke Premier League fantasy football game, Opta Five, which will feature on the data analytics’ company’s Players Ratings Game Hub.

Now, not only is 20SHOTS creating the game, it’s also managing the marketing activities from inception to conclusion. And part of drumming up buzz and attention for Opta Games Hub has been signing football transfer legend Romano.

“This partnership represents a great step forward for us,” remarks 20SHOTS co-founder and CEO Jacob Kalms, “as it shows off our skills not just as a product builder and operator, but as a marketer and 360° partner for our clients”.

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As part of the new campaign, Romano has already written an article for Opta Analyst alongside running two separate tutorial videos taking his users through the new Opta Five and Opta max products, shared with his millions of followers.

The second part of the campaign had Romano competing against his audience on a new game, Opta Streak, which was released to the Opta Games Hub 26 Jan, with Romano playing against his followers all over the world the following weekend.

20SHOTS marketing and content production

This partnership is just the latest major news 20SHOTS has shared, from major investment partners to taking the Brazilian market by storm. And now, signing major players to boost its marketing offerings.

Romano said that he’s proud to partner with both 20SHOTS and Opta for the campaign:

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“The partnership just made sense to me,” he says, “as both companies are making waves in the football and iGaming worlds. Opta’s new Players Ratings Hub is a great place for football fans to spend time looking at stats and using their knowledge to win prizes. And 20SHOTS Premier League fantasy football game is incredibly fun and also offers a lot of chances to win big.

“Partnerships like this also offer value to my followers and align with their interests, which is a primary goal for any partnership I enter into.”

Considering that Romano’s other media partners include Google Pixel, the fragrance Laverne and other high profile products, this is a major win for 20SHOTS and Opta.

Kalms says: “This is another win that shows 20SHOTS has not only the reach to get big personalities on board, but also the intrinsic knowledge of our customers’ target market – sourcing relevant partners who will help increase brand awareness of the new platform and in turn convert to paying customers.

“We’re thrilled at the attention Romano has already brought to Opta Games Hub and this is only the beginning,” he concludes.

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20SHOTS’ marketing services mean handling campaigns from start to finish: from sourcing partners to content, timing, tracking, reporting and analysis.

“Clients don’t need to get involved or go back and forth with personalities or media partners,” Kalms explains. “We handle it all.”

Further marketing work for Opta includes signing what Kalms refers to as a “big personality in the fantasy football space”.

 

 

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