TRAFFIC
A STRUCTURE
FOR SUCCESS
Creating a scalable and profitable affiliate programme all starts with choosing
the right technology, says Lee-Ann Johnstone. Think of it like a building: get
the foundations right and the rest will follow
AN AFFILIATE PROGRAMME can
be a lifeline for new brands who want
to obtain maximum brand reach but
have a limited budget. The whole
concept of affiliate marketing is based
on the premise that your brand will be
promoted far and wide, but you’ll only
be paying for that exposure when a
customer deposits and wagers at your
site. Although this channel has evolved
into a complex digital medium it is
still considered to be one of the most
prominent acquisition drivers for the
igaming industry.
When managed correctly, an
affiliate programme can build long-
term sustainable wealth for your
business. It requires a dedicated set
of skills and experience as well as a
clear strategy to start right, then needs
scale for maximum ROI. You have to
have the right tools, commercials and
digital acumen in place to ensure your
programme delivers the best results.
The technology you pair up to launch
an affiliate programme therefore has
to be exactly the right fit.
Don’t get stuck paying for
things you don’t really need
Nowadays you’ve got your pick of
technology providers to choose from.
The first thing you need to do is decide
if you can manage and resource your
own private, white-label solution
or if you want to piggyback off an
established network to get things
going. There are pros and cons to each
option. The point is you don’t need
to splash out on a top-of-the-range
tracking solution when you just want
to dip your toe into the channel to see
how it feels.
A white-label solution will allow
you to set up your programme with
a degree of tailoring specific to you.
This is still an off-the-shelf scheme
so it won’t be bespoke in design but
it does offer your brand a level of
customisation that a network cannot.
“Get your technology
wrong and it could
cost you a lot of
money down the
line when you need
to expand, or worse,
have to migrate
because you can’t
customise to allow
your programme
to grow”
iGB Affiliate Issue 71 OCT/NOV 2018
15