negotiation are doubts about the other
party’s motivations. Can this person
be trusted? Is what they’re telling me
true? Is that really their “absolute
best price”?
This assumed lack of sincerity is
further compounded by the addition
of undiscussed clauses (such as
baselines, player caps and withdrawal
limits) after a deal in principle has
been agreed.
I’m guilty of this myself. When you
believe nothing, nothing is believable.
Baselines are the figurehead of my
own frustrations, but surely not
everyone is crying wolf ?
I heard it through the baseline
There are very few reasons for an
affiliate to insist on the inclusion of
a baseline, yet affiliates are expected
to accept them without resistance.
“The best affiliates are not looking for a
quick buck, they’re hoping to build a long-
term, mutually beneficial relationship”
Here are some of the most common pounds on a Christmas advert to sell customer was indeed persuaded by
operator arguments made in favour of an £872 piano, it doesn’t ask television Elton John to buy the piano. He or
baselines and the unspoken counter- companies for refunds when it attracts she is most likely a wealthy individual
arguments against them. customers that visit at peak time to with enough disposable income to
claim complimentary coffee and cake. indulge in what many would consider
“We need to see value from your
players before we pay commission” value one-timers. Instead of resorting To the unknowing bystander, this immediately to a baseline, it’s better to person wanders into a local music
statement is perfectly logical. Why focus on the ratio of high- to low-value shop intending to spend a further
would a brand want to pay hundreds players in relation to other channels, £200 on piano lessons. However, on
of pounds for a one-time player who following a capped test of enough entering the shop, the customer notices
deposits £10 and never returns? But players to draw significant conclusions. a sign promoting a special new player
Even the best affiliates send low-
the problem with paying only for
Then, a week later, the very same
offer: 20 lessons for the price of five.
“We’re worried about attracting
too many bonus hunters” No strings attached (literally).
not just the core mechanics of affiliate marketing in the gambling industry I’d also be worried if I was offering the customer leaves having spent just
but also the fundamental properties of a £500 no-deposit welcome package £50. Was the budding pianist seeking
marketing more generally. with 2,000 free spins. out the discount or simply taking
high-value players is that it disrespects
However good the source,
The idea that the affiliate is solely
Instead of splashing out £200, then,
advantage of the deal offered by the
acquisition is a numbers game. You responsible for a player’s value is have to cast a wide net to catch a big not only an over-simplification of The bonus hunter argument falls
fish. Baselines that restrict commission commercial responsibility but also apart for sites offering such attractive
payments allow brands to pay only for an ignorance of the conversion levers and abnormal bonuses. Of course,
the prized catch without recognising a brand can pull. there will always be some players
the process that reeled it in. After all,
when John Lewis spends millions of
26
a luxury purchase.
iGB Affiliate Issue 72 DEC 2018 / JAN 2019
Returning to the John Lewis
analogy, let’s assume that one
music shop?
who jump from site to site seeking to
claim what they can before leaving