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What do casinos rely on if their government doesn’t allow digital marketing? Affiliate marketers, that’s who.
It’s really hard to determine the best marketing campaign for casinos nowadays. Mostly, this is because various countries have different takes on what they allow local companies to do. For example, several countries either completely prohibit the marketing of gambling or restrict it to only a few banners or offline promotions.
However, we all know that digital marketing is slowly but surely becoming one of the most effective types of marketing there is. So what do casinos rely on if their government doesn’t allow digital marketing? Affiliates, that’s who.
What Is Affiliate Marketing for Online Casinos?
Affiliate marketers are people who make their own websites where they focus on a specific niche. For example, it’s easy to find websites that focus only on offline casinos, online casinos, sports betting, eSports betting, and various other segments of gambling.
These affiliate marketers, sometimes referred to just as webmasters, create content which is usually in demand by the gambling community. This could be casino reviews, guides for making your gambling experience the best possible, and of course the relevant laws and guidelines you need to pay attention to before making your first deposit.
Most often, you will see these websites focus on gambling news. For instance, they can focus on changes in gambling laws all over the country, specific promotions by various casino brands, matched deposit bonuses, and pretty much anything you might want to find out about the industry if you’re an active gambler.
But why are they important for casinos? Well, that’s the question, right?
Why Is Affiliate Marketing So Effective?
These webmasters generate a lot of viewers on their websites. Then these viewers become loyal readers. The affiliate marketers then project this loyalty toward the casino websites.
They do this through banner ads, specific links that track how many people begin interacting with the casino website, and so on.
For every person the affiliate marketer sends to the casino’s website, they may get a small payment. However, the biggest income for these webmasters comes about when the redirected viewer becomes a customer of the casino. In that case, the casino usually calculates the payment through a percentage of the deposit amount.
Overall, it’s an interesting pipeline strategy. In other words, the webmasters direct traffic to their own website through content marketing and SEO. Afterward, they re-direct it to the casinos.
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How Casinos Compensate Affiliates
There are several ways casinos pay affiliate marketers for driving traffic to their website. We already discussed one payment method in the paragraph above, but let’s try and make it a bit more detailed.
Payment for Sign-Up
This is the method we talked about previously. With this strategy, the casino makes a fixed price for every player who registers on the platform. Most often, the casino will require the player to actually deposit for it to be considered an “active account.” However, nine times out of ten, if a person registers, they deposit at least a small amount.
In this case, it’s advantageous for the affiliate marketer if he or she knows that the traffic they’re driving isn’t necessarily high-betting player types. Instead, they would rather have traffic that’s made up of beginners who like to keep it as risk-free as possible.
Most affiliate marketers, however, prefer to have percentage compensation. This method is more advantageous for casinos, as well. This strategy entails the casino paying the marketer a percentage of the profits that a casino gains from a customer the marketer brought to the platform.
Sometimes these percentages can even be as high as 50%. Then this motivates the marketer to bring more and more “big shots” who like to place large trades.
Furthermore, this strategy has much better scalability for the marketer, as they don’t have to continuously supply customers for the casino in order to keep their revenue stream active. For example, providing 10 or 20 loyal customers is enough to generate a guaranteed long-term income.
After years of having a smooth partnership with a single casino, it’s quite likely that a casino can enhance the deal they’ve already made with a particular marketer by providing both options of compensation.
This will re-ignite the affiliate marketer’s desire to drive in more traffic. More importantly, they will also begin driving over new traffic to the casino. This allows the affiliate marketer to further increase his or her income.
How an Affiliate Marketing Program Is Monitored
Software providers who are already servicing the casinos generally develop an affiliate marketing program. This could include developing the general interface, databases, games, and so on.
In most cases, it includes the service for affiliation as well. This means there will be a separate page where the affiliate marketers can track their progress, calculate their income, and base their future promotions on that particular factor.
All in all, affiliate marketing is a winning proposition for both marketer and casino. The affiliate marketer gets to begin building long-term passive income, and the casino gets a steady stream of new customers.