A Comprehensive Guide for iGaming Operators
As the iGaming industry continues to evolve, affiliate platforms become more sophisticated and the needs of partners more advanced. Whether new to affiliate marketing or an old hand, program migrations are some of the hardest projects to manage in an affiliate program journey. With decades of successful program migrations behind our belt, we’ve asked our development team to list out the key things that brands need to know before considering an affiliate program migration and how to complete one with ease when the need arises!
Migrating an existing affiliate program or network to a new tracking solution needn’t be a daunting task if not properly planned and executed. In this comprehensive guide, we will delve into the key steps and considerations required to perform a smooth and successful affiliate platform migration helping you scale your program and relationships along the way.
Understanding the two Main Program Migration Types in iGaming
Before embarking on an affiliate platform migration, it is essential to have a clear understanding of what the process entails and why you are making this decision to move. iGaming affiliate program migration involves transitioning your existing affiliate program or network from one tracking platform to another and can be operated simply – i.e. you start new trackers and move affiliates over to the new platform or complex – where you migrate and map existing tracking and data from the old platform to the new.
Preparing for the Migration
Once you’ve made the decision about the kind of migration you have to compete, you’ll want to ensure a seamless affiliate platform migration, thorough preparation – which is paramount to map out – before you begin!
Here are some essential steps to undertake before initiating the migration process:
a. Data Mapping: Analyze and map all historical data, including affiliates, campaigns, conversions, and commission structures, and creative mapping from the current platform to the new one. This step ensures that no valuable data is lost during the migration process if you’re doing a full historic migration project plan.
b. Communications with Affiliates: Inform your affiliates about the upcoming migration well in advance. Provide them with the necessary information, instructions, and timelines to minimize any disruptions to their marketing efforts and or changes to tags or links or campaigns that may be outdated and archiving during the migration process.
c. Link Tracking Continuity: To ensure affiliates have continued tracking when links change over, implement 301 redirects from old affiliate links to the corresponding new ones. This redirects traffic seamlessly to the new tracking URLs while maintaining accurate attribution.
d. Platform Configurations and Reporting Settings: Set up the new platform configurations and reporting settings to align with your affiliate program’s objectives and goals. Customize the settings to track relevant metrics and ensure transparent reporting for affiliates.
e. Security Access and Data Protection: Establish stringent security measures to safeguard sensitive affiliate and user data during the migration process. Ensure that only authorized personnel have access to critical data and that the platform configurations are set up correctly for affiliate access too.
Real-time Data Import and Revenue Adjustments
One of the most critical aspects of an affiliate platform migration is ensuring that data imports accurately and in real time. The two vital revenue calculations to consider during migration are Gross Revenue and Net Revenue. Make sure you check the deductions are being made correctly and data being uploaded into the new platform reflects accurately in your reporting.
a. Gross Revenue Calculation: Gross Revenue is the total amount wagered by players, minus any bonuses or incentives given. Ensure that the migration process accurately imports all wagering data, including deposits, bets, wins, and losses.
b. Net Revenue Calculation: Net Revenue is the revenue earned by the iGaming operator after deducting winnings, bonuses, chargebacks, and other operational costs. Properly account for these factors during the data migration process to ensure accurate Net Revenue calculations.
We wrote a more detailed article on this calculation a few weeks ago which can be read here
Key Steps to Follow During A Program Migration
To facilitate a successful affiliate platform migration, consider the following key review steps:
a. Test the New Platform: Before initiating the migration, thoroughly test the new affiliate tracking solution. Conduct extensive testing with dummy data to ensure the system functions correctly.
b. Gradual Migration: Consider a gradual migration approach, where you move a subset of affiliates to the new platform initially. This allows you to identify and address any issues on a smaller scale before migrating the entire affiliate base. This may not be possible to do though, depending on the type of migration you are planning, but where possible test and migrate as directed by the development team working on your project plan to ensure accuracy of data migrations.
c. Monitor and Troubleshoot: Continuously monitor the migration process and troubleshoot any issues promptly with the platform support team. Keep an open line of communication on skype or chat where affiliates can instantly point you to issues, bugs or fixes that may be required to address any concerns they might have timeously.
d. Provide Post-Migration Support: Offer post-migration support to affiliates, guiding them through any adjustments required and addressing queries they may have about the new platform.
e. Measure Performance: After the migration, closely monitor the affiliate program’s performance on the new platform. Analyze key performance indicators to ensure the migration has resulted in improved efficiency and higher ROI.
Preparing for Migration: Use our Checklist
Before considering the migration of your existing affiliate program or network to a new more robust tracking solution, ensure you have completed the following checklist. You can download the checklist HERE
Conclusion
Performing an affiliate platform migration in the iGaming industry is a complex undertaking that requires careful planning and execution. By understanding the process, preparing diligently, and following the key steps outlined in this guide, operators can ensure a smooth and successful migration, leading to improved affiliate performance, enhanced tracking accuracy, and higher revenue growth. Remember to communicate transparently with affiliates throughout the process and provide them with the necessary support to make the transition as seamless as possible. With thorough preparation and attention to detail, an affiliate platform migration can be an opportunity for iGaming operators to elevate their affiliate program to new heights of success.
Need Help Migrating your Affiliate Program to a better solution? Get in touch with our team today!
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