FEATURE
one of the biggest opportunities for the
industry. Indeed, if the regions targeted
by operators are anything to go by, a
shift in focus away from mature markets
toward less established ones is already
taking place. According to the most recent
survey (see Figure 4), 52% of operators
are targeting Eastern Europe (up from
43% in 2016), 27% are targeting South
America (up from 20%) and 21% are
targeting Africa (up from 12%).
On a country-specific basis, there has
been a significant increase in the number
of operators targeting Spain (30%, up
from 19%) and China (16%, up from
10%). Interestingly, the affiliate survey
does not show the same shift in focus
among regions and countries, suggesting
there may be greater opportunities for
affiliates to cash in on new markets than
they have yet fully explored.
But while new territories are attracting
attention, the UK remains the main
market for affiliates and operators.
Interestingly, however, on the operator
side Sweden is now almost level with the
UK (59% versus 57%), while for affiliates
the gap is still huge (69% versus 35%).
With the Nordic market on track to open
for regulated business at the start of
next year, this could also provide further
opportunities for affiliates keen to shift
their reliance away from the UK.
One aspect of focus that has barely
changed over the past year and looks
unlikely to change is the verticals targeted.
Casino and sports betting remained in
first and second place for affiliate s and
operators, with poker, bingo and lottery
rounding out the top five for both groups.
These findings are part of the iGB Affiliate
Survey 2018, an independent research project
commissioned by iGaming Business. The
full report will be included on the iGaming
Business Intelligence Centre.
Figure 4: Western Europe is key region targeted by affiliates
The iGB Affiliate Survey 2018 is part of the
iGB Intelligence Centre subscriber offer.
To find out more and to subscribe please
contact Sandeep Haer on:
t: +44 20 7384 1860 or
e: [email protected]
INTELLIGENCE CENTRE
iGB Affiliate Issue 68 APR/MAY 2018
39