iGaming gold rush: tapping into the billion-dollar affiliate opportunity

Staying ahead of the curve requires a keen understanding of market trends, innovative strategies, and emerging opportunities. A recent panel discussion which took place on the Breakout Stage at Affiliate World Europe with SiGMA Group Founder, Eman Pulis, Emre Gokte, Founder and Group CEO of RevPanda, Alexander Skrbo, Co-Founder & COO, Maxrev.ai, and Todor Minev, Founder of Toka City, provided valuable insights into the current state of the industry, offering actionable advice for affiliates and operators alike. Here’s the key takeaways:

Opportunities in emerging markets

Emerging Markets: Over the past decade, the market has become increasingly saturated, making it crucial for players to distinguish themselves. Growth potential is significant in emerging markets, especially in Asia. Regions like Southeast Asia, South Asia, and Latin America present new opportunities for expansion. Conversely, Europe is seen as more saturated and less promising for new entrants.

Growth drivers: The iGaming industry is driven by a growing population, younger demographics seeking novel experiences, and the expanding online gaming ecosystem.

Lack of innovation: The industry is currently facing a stagnation in innovation. Many operators and casino websites offer similar experiences, which can lead to viewer fatigue.

Gamification: To address this, there is a push towards incorporating gamification elements. Drawing inspiration from popular games like Fortnite and Call of Duty, the aim is to create more immersive and social casino experiences where players can interact in virtual environments.

Regulation trends: Regulatory developments are reshaping the landscape. Governments in traditionally restrictive and conservative regions such as Dubai, Singapore, and Brazil are beginning to recognize the need for regulation and a move away from underground operation. Pulis highlights the recent creation of a regulatory board for gaming in the UAE. It’s only a matter of time, he says, before most countries adopt regulation – “world governments are waking up to the fact that you can´t not regulate”. 

Market expansion: Regulation opens up previously restricted markets, providing new opportunities for operators and affiliates. Emerging markets are expected to offer substantial growth potential.

Effective strategies for affiliate traffic

Influence of streamers and a new generation of players: Streamers and influencers are becoming essential for driving traffic and engaging younger audiences and attracting new players to online platforms. Streamers play a crucial role in reaching a demographic that may not engage with traditional gambling platforms, highlighting the importance of adapting to new media consumption habits.

Focus on visual and immersive content

Visual appeal: To capture and retain viewer interest, affiliates need to move beyond basic slot streams. Emphasis should be placed on creating visually engaging and immersive content. Investing in high-quality visuals and interactive experiences can make content more appealing and effective in attracting audiences.

SEO as a key traffic source

SEO advantage: SEO remains a valuable channel for driving traffic due to its organic nature and fewer restrictions compared to regulated platforms like Facebook or Twitter.

Content creation: Affiliates should focus on producing unique and timely content to capitalize on SEO advantages, particularly with the continuous release of new slot games.

Early adoption: Being an early adopter of new trends or products can offer a competitive edge, as seen with the successful promotion of crypto casinos in the past.

Role of AI in content creation

AI’s impact: AI presents both opportunities and challenges for content creation. It can enhance efficiency but also raises concerns about quality and originality. Combining AI tools with human expertise is crucial for maintaining high-quality content while improving operational efficiency.

Beyond Traditional SEO: Relying solely on traditional SEO tools is becoming less effective. Affiliates should focus on detailed analytics to make informed decisions.

Payment models for affiliates

Hybrid models: The hybrid payment model, which combines upfront payments with revenue sharing, is preferred. It balances risk and reward while fostering better partnerships.

While listing fees can be beneficial, they should be approached cautiously to avoid potential reputational risks, especially for new affiliates.

Innovative approaches to monetization

New formats: Affiliates are exploring innovative monetization methods, such as pop-ups and notification bells, which are gaining traction in the industry.

Partnerships: Building strong partnerships and providing value to advertisers can lead to more successful and mutually beneficial relationships.

Advertising in VR: Integrating advertising within VR casinos presents new revenue opportunities. This approach offers a novel way to engage users in immersive virtual environments.

The iGaming industry is evolving rapidly, with significant opportunities arising from innovation, emerging markets, and new digital strategies. Affiliates and operators must adapt to these changes by focusing on high-quality content, leveraging SEO and data insights, exploring new monetization methods, and staying compliant with evolving regulations. Embracing these trends will be key to navigating the competitive landscape and achieving long-term success.

Affiliate World Europe

The Affiliate World conference is taking place over the 5th and 6th of September at the Hungexpo in Budapest.