The realm of iGaming affiliate marketing is in a perpetual state of evolution, propelled forward by technological innovations, regulatory shifts, and ever-changing consumer preferences. As we step closer towards a new year in 2024, Affiliate Program Managers (APMs) will find themselves at the forefront of this dynamic landscape, compelled to innovate and adapt their strategies continually. Success in this space demands that managers keep staying ahead of the curve, and having a keen understanding of the latest affiliate trends and technologies can prove instrumental in maximizing the effectiveness of affiliate program performance.
In this article we’re laying down some of the Key Trends we think will may be impactful to consider for 2024 Affiliate Program Strategies:
- Don’t forget about Mobile Gaming Ads Dominance
Smartphones have ushered in a new era of mobile gaming dominance, and APMs must align their strategies accordingly. This involves developing mobile-optimized affiliate platforms and integrating marketing channels that cater specifically to mobile users. App tracking is supported on Cellxpert’s intuitive platform and many APM’s have discounted the value mobile advertising can deliver. It’s time to look deeper into niches to find customers of value. With apps proving to push more people down the purchasing funnel with 3 x higher conversion rates – according to s study on Jmango originally published by Criteo.
- Become Hyper-Relevant in All you do
Players now expect personalized experiences, a trend that extends seamlessly into iGaming affiliate marketing. APMs are urged to harness the power of data analytics and AI tools to craft hyper-personalized affiliate offers, fostering increased conversions and better player engagement. One size fits all offers are not going to enable you to be competitive any longer. Understanding what your affiliate’s customers need and want from your brand will be key to building value add campaigns that convert customers into depositing players.
- Pull in Fun Gamification in your Affiliate Recruitment & Retention
Injecting gamification elements into the affiliate recruitment process can breathe new life into partner engagement. With many affiliates now ignoring cold call pitches, affiliate managers are going to have to get creative in terms of how they reach out and utilize engagement tactics to bring new partners onboard their programs. Here’s where we can all take some learnings from the Mobile Gaming industry which now contributes 51% of the entire global revenue from the gaming industry (According to Globe). Understanding how gaming mechanics such as leaderboards, badges, and rewards can motivate affiliates to perform at their best, will become more pertinent to the role of an APM. We’ll see more crossovers happening between gaming industry marketing tactics that are being used there – filter in and enter the Affiliate space as APM’s seek to understand what makes their partners really tick and how to get excited to promote their products which lack major differentiation – over their customers.
- Get knee deep into Affiliate Profiling
The utilization of AI to analyze affiliate data allows for the creation of detailed profiles, identifying strengths, weaknesses, and target audiences. This valuable data can be employed to match affiliates with the most relevant campaigns, optimize commissions, and provide personalized support. Cellxpert’s recent Tag Management Feature helps affiliate managers categorize partners into groups so that they can manage. With the advancement of AI algorithms this year, we foresee now that Affiliate managers may be using more of these tools in teams to monitor affiliate performance and identifying areas for improvements. By analyzing campaign data, traffic sources, and user behaviors in granular detail, this will provide APM’s with more actionable insights that can significantly enhance affiliate growth and targeting strategies.
- Focus on Data-Driven Affiliate Segmentation
Segmenting affiliates based on demographics, interests, and performance history allows for targeted messaging and personalized offers that resonate with specific affiliate groups and customer groups is important too. How we speak to Gen Z customers should be differentiated from Millenials. Customers are demanding better services and opportunities based on their preferences and affiliate managers need to consider how they can assist affiliates to delve deeper into their audience segments. Similarly, personalizing communication with affiliates based on their individual needs and preferences is a good strategic move to build on in 2024, especially if your program is growing at a rapid rate. Using data to tailor email newsletters, performance reports, and other communications maximizes engagement and support.
Conclusion
By adopting these forward-thinking strategies and embracing the latest technological advancements, affiliate program managers can effectively navigate the ever-evolving iGaming landscape and create unique selling points that keep their programs fresh and interesting for new partners to join maximizing the success of their affiliate programs not just in 2024, but well into the future.
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