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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

iGB L!VE 2024: Boomerang Introduces Partnership with AC Milan and New Affiliate Opportunities

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Boomerang Partners will participate in iGB L!VE 2024, held from July 16-19 at RAI Amsterdam, inviting partners to meet at stand 11-C20. One of the event’s highlights will be Boomerang’s recently announced collaboration with AC Milan, presenting new marketing opportunities and benefits across Europe (Italy excluded) for sportsbook affiliates and partners.

At this year’s iGB L!VE, Boomerang will spotlight its role as the official regional betting partner of AC Milan. This collaboration enhances Boomerang’s brand visibility through extensive media coverage, including TV broadcasts and digital marketing across Europe. It also provides affiliates with unique promotional and engagement opportunities. Book a meeting with us to learn more.

“Partnership with the legendary AC Milan demonstrates Boomerang’s credibility as a proven business partner,” says Ivan Kraynov, co-founder of Boomerang Partners. “As this partnership draws strong interest from partners and the media, we will create and showcase new collaborative formats aimed to enhance value for stakeholders. These will be presented for the first time at iGB L!VE 2024.”

Boomerang will host an exclusive contest at iGB L!VE 2024, offering event attendees the chance to win tickets to upcoming AC Milan matches. Join us for three thrilling raffle rounds on July 17 at 4:00 PM, and July 18 at 11:00 AM and 4:00 PM. Visit Boomerang at stand 11-C20 to try your luck and be part of this unforgettable experience!

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This exciting draw will feature a performance, underscoring the dynamic synergy of this collaboration and enhancing the event experience for all our distinguished guests.

Vitalii Prokofev, CEO at Boomerang Partners, expressed enthusiasm about the event, noting, “iGB L!VE provides a fantastic platform to engage with our partners and showcase our latest initiatives. It’s always an excellent opportunity for real-time feedback and fostering new partnerships.”

The iGB L!VE event is renowned for its extensive networking opportunities, which serve as a hub for innovation, where industry leaders discuss current trends and future directions. Boomerang’s participation underscores its commitment to staying at the forefront of industry advancements and enhancing affiliate relationships.

Attendees are invited to visit Boomerang’s booth 11-C20, to explore the benefits of Boomerang’s AC Milan partnership, participate in related activities, and engage with key team members.

The post iGB L!VE 2024: Boomerang Introduces Partnership with AC Milan and New Affiliate Opportunities appeared first on European Gaming Industry News.

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Affiliate Industry

MightyTips and Marathonbet collaborate on a new partnership deal to conquer the Brazilian market

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Affiliate website MightyTips and betting platform Marathonbet are entering into a new partnership that covers the Brazilian market to dominate the booming iGaming scene.

This strategic partnership will help Marathonbet to skyrocket its presence in the giant South American country with a population of over 215 million, boosting acquisition numbers in an increasingly competitive market.

A recent report by SOFTSWISS estimated that Brazilians participating in sports betting-related activity and online casinos in 2022 exceeded 46%.

The report also suggested the sports betting market in Brazil is significantly larger than that of online casinos. It is with these figures in mind that Marathonbet will seek to capitalise on.

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Launched in 1997, Marathonbet has a rock-solid reputation and primarily operates under a licence issued by the Government of Curaçao. It was one of the first sportsbooks to launch an online betting service back in 2002.

Its brand is associated with some of the biggest names in football thanks to a deep-rooted commitment to the sport. In the past ten years, it has sponsored the likes of Real Madrid, Manchester United, Sevilla, and Lazio.

Eugene Ravdin, MightyTips Communications and Marketing Manager said: “Marathonbet is one of the biggest names in betting. Its long and storied evolution from the beginning of iGaming is incredible and we can’t wait to work alongside them.”

A Marathonbet spokesperson said: “We are pleased to announce the beginning of a long and fruitful cooperation with MightyTips. We are sure this will bring us and the players only positive emotions, and we wish all the players good luck and many victories.”

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Affiliate Industry

DeepCI rebrands to PartnerMatrix Intelligence to create all-in-one affiliate powerhouse

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DeepCI has rebranded to PartnerMatrix Intelligence to create an all-in-one affiliate management and data tracking powerhouse under the PartnerMatrix brand.

PartnerMatrix will combine the strengths of PartnerMatrix Intelligence’s advanced data tracking and analysis capabilities with its leading affiliate and agent management systems, providing both affiliate and operator customers with a superior, all-in-one solution.

Following its integration earlier this year, customers can access PartnerMatrix Intelligence both within the PartnerMatrix platform and as a standalone option.

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Lewis Civin, co-founder of DeepCI will become Chief Product Officer for PartnerMatrix working alongside existing PartnerMatrix CEO, Vahe Khalatyan.

PartnerMatrix is the iGaming industry’s most comprehensive affiliate and agent management multi-brand system with real-time data enabling affiliate managers to create, manage, track and analyse their programs from one, easy-to-use location.

In 2023-24 the PartnerMatrix system saw traffic increase by more than 135% Year-on-Year helping to connect 170,000 affiliates to its brand partners. Total 2023 revenues increased by 175% compared to 2022, with a large pipeline of prospects for the rest of this year.

Vahe Khalatyan, CEO PartnerMatrix, said: “At PartnerMatrix we never stand still, and we are always looking at ways to enhance our customer offering.

“The integration of PartnerMatrix Intelligence into the wider PartnerMatrix offering is the logical continuation of our mission to provide our customers with a complete, all-in-one affiliate solution accessed from one source.

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“Now, equipped with a powerful data analytics and optimisation tool accessed via PartnerMatrix, our customers can take their brands to even higher levels, managing, tracking and analysing all their activities, their competitors and key trends across millions of data points empowering them to make instant decisions to drive further efficiencies and maximise revenues.”

Lewis Civin, CPO, PartnerMatrix, said: “PartnerMatrix Intelligence, formerly DeepCI.com, has established itself as a ‘must-have’ data management tool for affiliate managers.

“Today we’re officially joining forces with the most powerful affiliate management platform on the market in PartnerMatrix so we can now uniquely present brands and affiliates with all the financial data they need plus the ‘why,’ pinpointing the precise pages anywhere in the world that bring brands the most first-time depositors.

“PartnerMatrix Intelligence has access to every traffic insight that matters so we can give you the why behind FTDs, where you’re best performing and where you could do more, enabling brands and affiliates to take instant, actionable decisions. This combination simply doesn’t exist anywhere else.”

PartnerMatrix will exhibiting at stand 10-D50 iGB Live in Amsterdam on 16th to 19th July. Don’t miss the chance to meet the team and take a dive deep into all the new opportunities we can offer you. Book a meeting today!

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The post DeepCI rebrands to PartnerMatrix Intelligence to create all-in-one affiliate powerhouse appeared first on European Gaming Industry News.

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