With the recent onset of traditional media creeping into the SERP’s for iGaming Casinos and sportsbook operators as mentioned in this IGB Affiliate Article recently, it’s crucial for affiliate program managers to constantly explore new avenues for soliciting performance based traffic sources by exploring opportunities with Non- Traditional affiliate partners.
While traditional search engine optimization (SEO) affiliates have long been a staple, in iGaming Affiliate Programs there is an untapped potential in collaborating with non-traditional affiliate partners to help brands diversify and segment program memberships and reach wider audience segments online.
In this article, we will delve into the realm of non-traditional affiliates, who they are and what kind of traffic sources they can offer. We will specifically focus on email marketers, retargeting partners, micro/ nano -influencers, mass media buyers, partners, and B2B partnerships with companies such as e-wallet suppliers.
Email Marketers:
Email marketing remains a powerful tool for reaching a targeted audience. Collaborating with email marketing and lead generation companies can provide iGaming affiliate programs with access to a vast network of opted in and engaged subscribers with high levels of targeting available based on how leads are generated. Often the value of these players is lower in quality due to how they are sourced, but for brand awareness and seasonal promotions they can deliver great value. By leveraging their established trust and credibility, iGaming brands can effectively promote their offerings, attract new players, and drive conversions tactically when part of the wider program remit.
Retargeting Partners
Retargeting partners specialize in reaching out to users who have shown interest in iGaming products but have not yet converted. By utilizing various re-targeting techniques, such as personalized ads and tailored messaging, iGaming affiliates can effectively re-engage potential customers that have not converted from operator sites after the initial re-targeting periods end for their paid advertising campaigns (circa – post 90 days) as an example and target them again with messaging and offers that bring customers back to the brand and increase the likelihood of long tail client conversions.
eWallet Referral Partners:
E-Wallets are used to deposit and withdraw funds at multiple operator sites. These companies like NETELLER, Skrill and Astropay as an example. These institutions run campaigns to keep their customers active and serve marketing offers both inside their apps and via emails too. Through partnerships with these providers, iGaming brands can offer exclusive deals and rewards to cardholders, encouraging them to participate in their platforms. This not only boosts customer acquisition but also fosters long-term customer loyalty. With a user base that can be highly targeted companies like these can be beneficial referral partners in your program.
Micro & Nano -Influencers:
Micro and Nano-influencers have emerged as a compelling marketing force in recent years. According to recent studies, micro-influencers have a higher engagement rate compared to their macro counterparts. Brands collaborating with micro-influencers experience increased customer conversion, improved brand awareness, and enhanced audience engagement. Leveraging micro-influencers in iGaming affiliate programs can yield significant results, provided the collaborations are well-aligned with the target audience.
With a niche following and high engagement rates, they have the power to shape consumer opinions and drive qualified player conversions. We’ve seen the rise of streaming partners take hold in channels such as Tik Tok and YouTube but other social and chat channels like Telegram work just as well especially for Forex and Sportsbetting partners who provide additional services like tips, opportunities and bonus offers not available elsewhere online.
Mass Media Buyers or Lead Generation specialists:
Mass media buyers specialize in acquiring media placements across various channels, such as television, radio, and digital platforms. By collaborating with these partners, iGaming programs can significantly expand their brand exposure and reach a broader audience, potentially driving substantial customer acquisition and brand recognition but pay for this traffic on a performance or revenue share model when conversion rates and optimisation tactics are in place such as Real Time Reporting and Post Back Tracking which is one of the features Cellxpert’s next generation affiliate tracking solution offers.
Diversifying reliance from traditional SEO Affiliates:
While SEO affiliates have played a significant role in iGaming affiliate marketing, diversifying your affiliate base is vital for sustained growth. Non-traditional affiliates offer unique advantages by tapping into different channels, targeting specific audiences, and leveraging their established networks.
Managing the Needs of Non-Traditional Affiliates:
To effectively manage non-traditional affiliates, iGaming programs should consider the following technical capabilities:
- Clearly Define Objectives: Establish clear goals and expectations when partnering with non-traditional affiliates. This ensures alignment and allows for the measurement of success. You can tag affiliates to groups based on traffic sources to manage more effectively.
- Tailored Strategies: Develop personalized strategies that align with the strengths and capabilities of each non-traditional affiliate partner. For example, some partners may need different creatives or creative types to promote efficiently, or they may require API access to reports or other tracking capabilities like postbacks to help them optimize campaigns quickly. This approach maximizes their potential and fosters mutually beneficial relationships.
- Performance Tracking and Analysis: Implement robust tracking mechanisms to monitor the performance of non-traditional affiliates in your reporting dashboard and also quantify and validate traffic conversion sources. This data-driven approach enables ongoing optimization and informed decision-making.
In Conclusion:
Diversifying from SEO affiliates and strategically collaborating with broader non-traditional affiliates and partners can unlock new customer acquisition channels, improve brand visibility, and drive added player conversions, also helping to reduce cost due to over reliance in any one traffic segment.
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