INSIGHT
poker site reviews), Twitter account(s)
with trackable links and Facebook
account(s) with trackable links.
In 2016 and 2017, site content
ranked as the top selection followed
by banner adverts. However, in this
year’s survey the rankings reversed
with banner adverts (69%) edging out
site content (63%) for the first time.
2018 also saw the best results for
the following social media accounts
with trackable links: Twitter (47%),
Facebook (44%), YouTube (28%) and
Instagram (25%).
Finally, using guest blog posts
on-site has become an increasingly
popular marketing strategy among
our respondents, rising from being the
least popular choice in 2016 (10%) to
the middle of the pack in 2017 (19%).
The guest blog strategy finished in
a similar position this year but its
popularity rocketed to 34%.
Vertical performance
For the third straight year, casino
(56%) and sportsbook (47%) finished
as the two most popular verticals
where affiliates are currently focusing
their promotional efforts. In previous
surveys, those two verticals also
topped the list for verticals that
affiliates were considering promoting
in the future. However, in one of
the more telling results from our
2018 survey, esports emerged as the
most popular selection for future
promotional consideration, earning
34% compared to 31% for sportsbook.
Sue Dawson, head of content at
bestnewbingosites.co.uk is one affiliate
currently evaluating the potential
of esports. Asked about its rising
popularity, Dawson outlined one
reason behind the market’s overall
growth. “I think it’s people like my
teenage son and his friends, who
are massively into some of those
47%
of affiliates are
currently focusing
their promotional
efforts on sportsbook
– the second-most
popular vertical
games and, because of loot boxes, are
already comfortable with the idea of
gambling and wanting to gamble on
esports instead of traditional sports
or in casinos,” she said. “Therein
lies one of the major problems with
promoting gambling on esports — the
social responsibility issue of appeal
to minors.”
The US ilottery market has also
enjoyed a landmark year, with the
launch of affiliate programmes
for state lotteries in Michigan and
Pennsylvania. Nonetheless, our
survey saw the number of respondents
interested in future promotional efforts
drop from 21% in 2017 to 9% this year.
Bingo saw a similar decrease, going
from 27% in 2017 to 9%.
As an experienced bingo affiliate
with an interest in lottery, Dawson
provided a possible explanation for at
least part of the drop. “The potential
player values are certainly greater in
casino and sportsbook, and in casino
there are many more operators to
promote than in bingo or lottery. I also
believe that it is far harder to get the
tone of the content right in bingo and
lottery, because in both cases many of
the players don’t consider themselves
to be gamblers,” she said.
Post-PASPA interests
The repeal of PASPA has brought
with it added enthusiasm for the
impact that it will have across areas
with which it is connected. We asked
affiliates what their most immediate
area of interest is post-PASPA.
Changing legal frameworks and
technological developments each
received 23%, while mergers and
acquisitions had 17% and buy-in/
endorsement of professional sports
leagues finished with 10%.
Indicative of the newness of this
environment are the 27% of affiliates
who replied that they do not currently
have any post-PASPA interests. That
number is supported by the 33% of
respondents who also said they have
no plans to develop a post-PASPA
strategy. Another 33% responded
“Yes” to that question, while 37%
said “Maybe”.
As the igaming industry continues
to evolve at a relentless pace, there
is a reasonable expectation that the
fluctuations we have seen between
2017 and 2018 will give way to even
more change in both the short and
long term. Whether that pertains
to promotional strategies, more
post-PASPA initiatives or emerging
verticals and geo-regions, the best way
to keep abreast of forthcoming change
is to maintain a regular dialogue with
industry stakeholders at every level.
ERICA
ANDERSON
is marketing director
at Paysafe’s Income
Access. Her role focuses
on developing the marketing
strategy for the Income Access
brand. Holding a decade’s industry
experience, she also oversees
the company’s in-house affiliate-
management team and its suite of
digital marketing services. Income
Access manages close to 20
affiliate programmes.
iGB Affiliate Issue 71 OCT/NOV 2018
63