Part 3 : Marketing and affiliates
15-20 % of all new customer acquisitions in Denmark come through the affiliate channel , according to Better Collective ’ s Claus Jansson
last couple of years it has been powered a lot by online casino and by new brands such as LeoVegas entering the market and investing a lot in marketing .”
A marketing-led surge One of the main arguments behind entering a newly regulated market is the opportunities it offers when it comes to further advertising and marketing .
Kim Olsen , general manager for Denmark at one of the market leaders Kindred , is clear about the main driver of growth . “ Although our product has been improved significantly , it is clearly marketing – and especially the right digital media mix – that has driven growth .”
Peter Weinreich , Danish country manager for LeoVegas , makes the point that the advertising market is “ competitive ” at present , partly of course because of the entry of
his own company into the market in late 2016 although there was a pre-World Cup hiatus at the start of the year .
“ Right now everyone is taking a breath before the World Cup ,” he says . “ But we have seen a
With affiliates there are conversations about tax – who pays – and compliance . Controlling your affiliates around compliance is so essential
Peter Weinreich , LeoVegas couple of new operators enter the market . That will encourage more spending .”
Richardt Funch , global head of sales at EveryMatrix which has a mix of white-label and platform and game licensees among its 15 Danish operators , says that the point about such new market entrants as LeoVegas and more latterly Mr Green , is that they “ don ’ t go into a market without meaning it .”
“ So there has been some significant marketing spend from both these operators ,” he adds . “ That of course increases the attention on the market and others seem to follow . Then you have the growth provided via new players and marketing being an important key driver . There is no doubt that when new operators such as these enter the market it has a positive effect .”
For all the talk in the online gambling world about product innovation , Funch makes the point that “ a big marketing budget will always put you in a very good position for success .
“ At the end of the day , the product is like a street of bars and it is all about the customer experience and the service .”
Spil over effect At the top of the list of big spenders is , of course , Danske Spil , which because of its lottery business is perhaps the country ’ s top advertiser across all sectors . Data from Gallup Adfact , given in a recent presentation by global advertising group MediaBrands , showed that Danske Spil was the biggest advertiser on television by some
16 Denmark : Insights and data on Europe ’ s pioneer model for igaming regulation