As one of the leading established brands in the iGaming market, Parimatch is no stranger to using innovation to make a mark in the betting market and 2019 saw them drive their brand in the affiliate sector. As the company pushes further into this new territory its Chief Marketing Officer, Ivan Liashenko and Head of Affiliates, Maxim Makovetskyi, explain why with their new commission-based program and Tik Tok growing swiftly, it’s time for affiliate marketing to shine…
“With our expertise and proficiency in the iGaming industry, demonstrating affiliate value comes naturally,” explained Liashenko. “Despite Parimatch’s affiliate program only being launched recently, we are already receiving promising results. From a short-term perspective, the current period of active work will bring us additional business uplift. As for our ongoing success, we believe that a high-quality product that truly stands out from alternatives in tandem with a strong marketing team is the key. In line with this ethos, Parimatch successfully launched a somewhat aggressive international advertising campaign in 2019, capturing the attention and attracting the interest of potential partners.”
Parimatch is set for a crucial year ahead across its international gambling network with major new partnerships and key sporting events set to drive the brand further into the industry’s spotlight. In addition to sports betting and eSports sector growth, Makovetskyi is also excited by the possibilities for affiliates too. “2020 will bring even more spikes to the affiliate marketing industry,” he said. “For instance, rapid push traffic spiked over the last two years and TikTok has grown significantly in popularity as a traffic source recently. As for future trends, it is worth focusing on the emerging high-demand Tier 3 markets in 2020. From a global perspective, another trend we are going to see is native ads strengthening their position in the market.
In addition, due to major sporting events such as the Summer Olympic Games and Euro 2020, we expect a massive surge of affiliate attention to be attracted by the betting vertical and we will certainly see an increased interest in eSports.”
Affiliate marketing can be a very convenient tool for introducing a product to new markets and its adoption by the betting industry has grown unabated in recent years. With a relatively low cost of marketing, a company can receive maximum uplift in a short period of time. The advantage of this type of marketing in global gaming is its ability to drive new development in new regions with new audiences according to Makovetskyi. “Since local affiliates know the intricacies of the local market, they are, therefore, able to get the best and most suitable traffic efficiently. Besides, affiliate marketing allows collecting feedback on the product and promotional campaigns from the partners, which helps to improve both the funnel and the product itself.
He added: “There aren’t too many drawbacks to this type of marketing, even in terms of day-to-day running such as compliance, customer service, etc. These are realities that every affiliate program has to face daily. However, with a proper management approach and a decent level of technology, the process of interaction can turn into the most comfortable and automated operation for both parties.”
Affiliate marketing is often seen as a much quicker ROI compared to traditional business models but there is concern over how long the sector can maintain this without saturation. Parimatch entering the field with its robust affiliate program highlights how far the sector has come over the years, something which Liashenko is keen to point out won’t lead to an overload. “Affiliate marketing has been evolving and becoming one of the most efficient tools for monetization and promotion for years now,” he added. “However, oversaturation does not occur for several reasons. To begin with, new traffic sources regularly emerge, making the entry threshold lower for small affiliates, who manage to catch the trend.
“At the same time, competition is growing on proven well-performing traffic sources, engaging large affiliate teams with massive budgets that are already in the business. Therefore, this segment of the market is focused on the most effective monetization of each impression. As for advertisers, they are not lagging behind. On the contrary, they regularly come up with new appealing products and business models.”
Some experts predict tech tracking will impact the future of affiliate marketing forcing companies to review their current software. Going into the first quarter of 2020, Parimatch is keen to highlight how it is not merely future-proofing its platform from a technical aspect, but also preparing to wow the market with its affiliate-focused strategy. Liashenko confirmed: “The technical aspect of affiliate marketing has always been a key factor in this business. The amount of ready-made technical solutions keeps growing, and many large companies focus on developing their in-house solutions. The Parimatch affiliate program also follows the market trends, and by the end of Q1, we plan to fully utilize our platform. In a nutshell, the platform will allow processing all the incoming traffic with even greater efficiency and, as a result, draw the attention of affiliates. Our company’s aim is always to offer the best quality betting products to a growing global community of risk-takers, but with our affiliate program, there is no risk. Affiliates find customers, and we reward them generously, there’s absolutely zero risks and everyone is a winner!”
Blaze Gaming turns up the heat by joining First Look Games
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.
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.”
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.”
Affiliate GGR Doubles in 2023: Affilka by SOFTSWISS Recap
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.
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.
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.
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.
A little news about Fabrizio Romano x 20SHOTS
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”.
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:
“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.
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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