Part 3: The future for affiliates
Part 3: The future for affiliates
The US will dominate
discussions for some
within the gambling
affiliate marketing
sector, as will the
potential for new markets
elsewhere in the world.
But sector experts
warn against believing
they can escape the
influence of regulation
by sidestepping into
emerging markets
Affiliates and the US market
opportunity
Catena Media isn’t the only company
with high hopes for what might
become of the US regulated sports-
betting opportunity, and what
that might mean for the gambling
affiliate marketing sector. Better
Collective also made much of the
company earning its first US-derived
revenues in the third quarter 2018
and chief executive Jesper Søgaard
says the potential in the US has
“grabbed everyone’s attention, and
there is an industry-wide movement
to grab a share as early as possible”.
He adds: “We’ve already taken
necessary steps to take on the US
market, having registered a company
with the intention of having people
on the ground during 2019.”
The US opportunity is one that
should rightly be grasped with
both hands, suggests Galanis from
TAG Media. “Of all stakeholders
successfully active in Europe, I
believe it is the affiliates who have
the ripest opportunity to play the
long game in the evolving US sports-
betting market,” he says.
“Achieving organic search
rankings is on the whole a relatively
simple task in most states, although
affiliates shouldn’t expect to derive
huge returns any time soon – with
the exception of New Jersey.”
A model Garden
For all the unbounded promise,
the US opportunity comes with its
own regulatory pressures. If the
New Jersey model is replicated in
newly regulating jurisdictions, it
will mean seeking licensing for any
Anyone who thinks they
can just drop an existing
English-language platform
across the pond and
become number one is
fooling themselves
Jesper Søgaard,
Better Collective
Under pressure: Regulation and the evolution of affiliate marketing
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