iGB Affiliate 71 Oct/Nov | Page 5

CONTENTS Events calendar 06 News 08 Presenting reconsideration requests 08 Technology for a scalable affiliate programme 15 The human factor in content marketing 19 Email marketing strategies 23 This issue we look at how more affiliates are putting product at the centre of player engagement and retention. There are many factors driving this, including the jurisdictional curtailing of free bets and bonuses across Europe. Also an understanding of the growing need to make a difference in the valuation chain beyond just bouncing on first-time depositors, which naturally involves finding ways of keeping players within their ecosystems for longer (see p37). Industry insight: Toni Halonen, Bojoko 24 The affiliates leading this drive are also those well advanced in the building of brands that the audience - and Google - know and trust. On p43, Nick Garner look at what sets destination brands and so-called ‘thin’ affiliates apart, while Andy Scott from Digital Fuel (p29) also looks at how content has been the cornerstone of successful brand building by sites such as Oddschecker, AskGamblers and Bettingpro, regardless of their underlying model. Privacy regulation after GDPR 53 We also feature a number of contributors from the stellar speaker line-up at our forthcoming Lisbon Affiliate Conference. Look out for the black speaker boxes at the end of articles for details of when and where to catch them. Fighting back against negative SEO 25 I’m with the brand 29 Using quality rating to climb rankings 32 Cover story: The product age 37 Thin vs. destination affiliates 43 Affiliates and compliance 47 Industry insight: Keith Camilleri, Pragmatic Solutions 56 The booming affiliate M&A market 51 The Income Access Affiliate Survey 2018 62 Industry insight: Elaine Gardiner, Global Gaming Affiliates 64 The future of annuity lotteries 67 The laws of marketing success: introduction 71 Africa’s mobile market 74 Data centre, including European regulation 78 Advertiser index 90 See you there! Stephen Carter, Editorial director http://on.fb.me/1CGEIgk @igbaffiliate www.igbaffiliate.com Editorial director: Stephen Carter [email protected] Deputy editor: Hannah Gannagé-Stewart [email protected] Sub editor: Paul Fairclough Publishing director: Richard Linn [email protected] Managing director: Alex Pratt [email protected] Designer: Ogo Ikeogu Production manager: Craig Young [email protected] Head of media sales: Ian Larcombe [email protected] Senior account manager: Luke Webb [email protected] Senior account manager: Katie Woods [email protected] Senior account manager: Laurie Pilate [email protected] Account manager: Sandeep Haer [email protected] FREE SUBSCRIPTION email: [email protected] Printed in the UK by: Pensord Press, www.pensord.co.uk Published by: iGaming Business Ltd, Bedford House, 69-79 Fulham High Street, London SW6 3JW, UK T: [phone] F: [phone] www.igamingbusiness.com © iGaming Business 2018. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system of any nature without prior written permission, except for permitted fair dealing under the Copyright Designs and Patents Act 1988. Application for permission for use of copyright material including permission to reproduce extracts in other published works shall be made to the publishers. Full acknowledgement of author, publisher and source must be given. iGaming Business Affiliate Magazine is published by iGaming Business Ltd, Bedford House, 69-79 Fulham High Street, London SW6 3JW, UK. The views expressed by contributors and correspondents are their own. Editorial opinions expressed in this magazine are not necessarily those of the Publisher. The Publisher does not accept responsibility for advertising content. Cover image: istockphoto.com. ISSN 2041-6954. iGB Affiliate Issue 71 OCT/NOV 2018 3