TRAFFIC REPORT
Trafficology has partnered with data expert Casino City Press, to provide insight into website and traffic trends across affiliate industries – predominantly in gaming but including others. In this edition, we review affiliate programmes per vertical for June 2024 in Europe. The below is a breakdown of the top 20 sites, including both desktop and mobile, sorted by: overall ranking, casino ranking, sports betting ranking, bingo ranking, lottery ranking and poker ranking
SWEDEN’S NEW-LOOK MARKET
Sweden has struggled with channelisation for years but, before its re-regulation in 2019, its gambling market was a monopoly. Here’s how Swedish gaming has changed over the years
Svenska Spel is founded via the merger of two state-run lottery and tip service companies, with the goal of organising number lotteries in Sweden
A second, Malmö-based, Casino Cosmopol is opened by Svenska Spel
A fourth and final Casino Cosmopol is opened in Sweden’s capital city of Stockholm
A study from the Jönköping Internatinal Business School finds that Svenska Spel’s share of the regulated Swedish gambling market in 2006 was 55%
The estimated annual figure for Sweden’s underground online gambling market reaches €350m ($383.8m)
Sweden opens the doors of its very first international casino –The Casino Cosmopol at Sundsvall, which is owned and operated by Svenska Spel
The Casino Cosmopol in Gothenburg becomes the third Svenska Spel casino in the country
Newspapers, ‘Expressen’ and ‘Aftonbladet’ cease publishing gambling offers on their sports pages after infringing on Swedish advertising law and being fined SEK 50,000 ($4,639)
The Swedish Supreme Court rules that Svenska Spel’s slot machines are to be the only legal machines in the nation
Currently, Svenska Spel and AB Trav och Galopp (ATG) completely monopolise the regulated gambling market in Sweden
The first gambling licences are issued to Betsson, GVC & Kindred Group by the Swedish Government
Sweden’s gaming revenue increases by 5% year-on-year in 2021, to SEK 26bn
100,000 people sign up for Sweden’s self-exclusion register
The gambling licence inquiry presents a proposal that suggests a regulated licence system should be introduced from 2019 in Sweden
Swedish Parliament unanimously approves a new gambling bill in a landslide vote
The Swedish gambling regulator, Spelinspektionen, is introduced along with the Swedish Gambling act, which de-monopolises the industry – allowing private gambling operators to apply for licences in Sweden
The nation launches a new-look selfexclusion website as it looks to implement more responsible gambling initiatives
The Swedish Government proposes the closure of the last remaining Casino Cosmopol in Stockholm, following a 32% yearly decrease in NGR from the casino
SWEDISH IGAMING BEHAVIOUR
With the de-monopolisation of the Swedish gaming industry in 2019, iGaming has developed quickly in the nation, with a range of platforms and products available to players.
But among those players, whose interest lies where? And can any trends between different demographics be spotted, in order to help operators maximise safer gambling practices and appeal to the right players?
Swedish licensed casino comparison platform CasinoFeber compiled a set of data on just this, to see what Swedish players like and what conclusions can be draw from the data.
When asking how CasinoFeber gathered this data, SEO Manager Jesper Eriksson explained:
“The fieldwork and analysis of the survey were conducted by Reflect Företagsutveckling AB - an independent research institute. The study was carried out in a nationally
Market research data compiled by CasinoFeber reveals notable correlations in iGaming behaviour among players living in Sweden...
representative web panel provided by Norstat, in which 3,871 individuals chose to respond to the survey. Among these, 444 had played both casino and betting, 175 had played casino games but not placed bets and 407 had played betting but not casino. Finally, 522 individuals chose to respond to the survey regarding casinos and 504 to the betting survey, totaling 1,026 respondents.
“To ensure the most accurate estimation of the proportion of online casino players in Sweden, the proportions were weighted according to gender and age to correct any biases on differences in propensity to click on the survey link (participate in the survey). The screening revealed that 22% of Swedes are betting players (851 / 3,871 = 22%) and that 16% are casino players (619 / 3,871 = 16%).”
iGaming sites for men in Sweden hastle-freetoplayWideselectionofcasinogamesThesiteprioritisesresponsiblegamblingNoaccount(bankIDquickregistration) HighjackpotsGreatcustomerservice Theyalsoo erbetting,bingoandpokerGreatbonuso er Otherreasons AcelebrityIlikeisanambassidorforthecasino
GoododdsofwinningFastwithdrawalsNowageringrequirementsondepositsSwedishgaminglicenceThatit’sgenerallyeasyandhastle-freetoplayWideselectionofcasinogamesThesiteprioritisesresponsiblegamblingNoaccount(bankIDquickregistration) HighjackpotsGreatcustomerservice Theyalsoo erbetting,
Source: CasinoFeber
Among all four groups surveyed, relatively few are drawn to iGaming sites due to celebrity endorsement. However, of all the groups surveyed, men aged 18 –25 are the most likely to do so.
Furthermore, for men aged 18 –25, having good
odds of winning is less important than it is for other demographics – instead, young men are more interested in bonus offers and fast withdrawals; the former of which they outrank all other demographics signifi cantly.
Top used iGaming sites for men in Sweden
Top used iGaming sites for men in Sweden
MEN 18-25 MEN 50-75
Top used iGaming sites for men in Sweden
Source: CasinoFeber
Svenska Spel, the state-owned gaming operator, is the most popular among men over 50, being the only category in which this demographic out-performs men aged 18 – 25. This is likely due to the age and notoriety of Svenska Spel, which has existed since 1997.
LeoVegas sees the highest disparity between younger and older players. Established in 2012, LeoVegas is currently a subsidiary of MGM Resorts International and is connected with a range of providers and suppliers, which may explain its appeal to young people.
Top used iGaming sites for men in Sweden
Source: CasinoFeber
Only men aged 18 – 25 gave a majority yes answer to being able to check for a Swedish gaming licence, with a split of 52:48. Women in the same age category were the second most confident at 42%, likely due to this age demographics Gen Z alignment and understanding of technology. Meanwhile, nearly three out of four men surveyed stated
Top used iGaming sites for men in Sweden do u trust swedish casinos?
they did not know how to check for a Swedish gaming licence on an online gaming platform, only slightly higher than women in the same age category at 69%. Again, this can likely be chalked up to an understanding and familiarity with internet technology, which is not inherent to this age group.
Spel LeoVegas Unibet
I SOMETIMES SUSPECT THAT THE OUTCOMES IN THE GAMES ARE MANIPULATED
I USUALLY TRUST THAT THE OUTCOMES IN THE GAMES ARE RANDOM
I ALWAYS TRUST THAT THE OUTCOMES IN THE GAMES ARE RANDOM
do u trust swedish casinos?
I OFTEN SUSPECT THAT THE OUTCOMES IN THE GAMES ARE MANIPULATED
Source: CasinoFeber
Men aged 18 – 25 are the most trusting of Swedish casino results always being random at 31%, followed by men aged 50 – 75 at 28%. Women hold significantly less trust in this category, with almost 60% of women aged 18 –25 believing that game outcomes are sometimes manipulated.
On the other hand, men aged 50 – 75 have the most even spread among their level of trust of Swedish casinos. 35% believe games are usually random, while 14% believe results are often manipulated – higher than any other group measured.
money spent per month - women
Source: CasinoFeber
Among all age demographics reported, spending 1 – 99 SEK ($0.09 - $9.34) per month was the most common denomination, with women 25 and under being especially prevalent in this category, while women aged 36 – 75 remained at a relatively close percentage.
Women aged 36 – 59 are the only demographic to
show a continuous decline in average monthly spend, with the other two categories showing a less steady arch. Most notable is women aged 60 – 75, where their average spend from 100 –199 SEK to 200 – 999 SEK jumps from 21% to 32%. However, this tapers off at the 1,000 – 2,500 SEK mark; something that cannot be said for the 25 and under group. Perhaps a sign of higher risk-taking behaviour among young women?
Source: CasinoFeber
Among women 36 and over, horseracing is the most popular betting sport by a significant margin, accounting for 47.6% of bets among women aged 36 - 49 and 49.2% among women aged 50 – 75. Women under 25 have significantly less interest, however, with a percentage of 14.3%.
The most popular betting sports among women aged 18 – 25 is a tie between football and ice hockey at 28.6%. This is followed by other sports at 21.4%, suggesting women in this age range are betting relatively frequently on smaller, less known sports and events. At 14.3%, both women aged 18 –25 and 36 – 49 share the same level of interest in political and entertainment bets.
INSPIRING TEAM MEMBERS TO STRIVE
Trafficology’s Beth Turner speaks with Simona Stojanovska, Commercial Manager of QiH Group, about her journey within the affiliate organisation and how female leaders in gaming can help bolster diversity
YOU JOINED QIH GROUP FOUR YEARS AGO. WHAT WAS THE COMPANY FIRST LIKE WHEN YOU JOINED AND HOW DID YOUR ROLE CHANGE?
As you said, it’s four years – I celebrated the anniversary at the end of July. Since joining four years ago, I’ve witnessed significant growth and positive changes within the company. When I fi rst joined, we were a much smaller company than we are now. My very first manager was a woman, Alexandra Petrovska. She was the one who helped me initially understand the business, understand the industry and lay the foundations of QiH. It was a great inspiration to me. So, to her, I’m forever grateful, because through her work, dedication and inspiration,
I’ve managed to improve as well and grow within the company. Throughout the years, my role transformed significantly, just like the company itself. I began as a junior team member, and primarily I was focusing on identifying new partnerships, and learning the business and the industry inside out. As time went on, I widened my knowledge and began managing larger partnerships and also some of the ones I onboarded, growing in size, leading me to become more involved in data optimisation and partnership growth. So, with hard work and support from my current manager, Luke Glover, I was able to expand. I was able to take on more responsibilities and advance with the company.
IN
TERMS OF DIVERSITY, WHEN YOU FIRST JOINED QIH GROUP, WHAT WAS THAT LIKE? DO YOU FEEL THE PRESENCE OF YOURSELF AND OTHER WOMEN HAS CHANGED THAT? When I joined the company, the workforce was predominantly male. That’s not something uncommon to see in the iGaming industry. However, I would like to say that the company has made significant strides in improving diversity and inclusion. Now, actually, it’s the other way around. I’m proud to say that our Macedonia team (we have two teams in the UK and Macedonia) has a strong female presence and that goes from HR to finance to operations. I have witnessed firsthand that their contributions make an impact in reaching company goals.
AS A WOMAN IN LEADERSHIP,
WHAT QUALITIES DO YOU TRY AND EXUDE TO MOST EFFICIENTLY MANAGE YOUR TEAM? When I think about people management, it’s important to mention emotional intelligence. First, I think it’s important to know how to recognise, understand and manage your emotions and the emotions of others. Sensing the motivation of your team members, sensing new opportunities and potential and, most importantly, resolving conflicts without escalating them. It is all part of the process of managing people.
Another thing is being team-oriented. As a leader, one of our core company values is teamwork and we excel in that, which I’m very happy about. Leading by example, I believe, is what motivates and inspires team members to reach a common goal. That’s what inspired me. That’s what inspires
SIMONA STOJANOVSKA
team members to constantly strive and be better. Another thing is being open-minded and adapting to challenges that might arise. Because, in this dynamic environment, every day is different. Every day, something different will happen. Each situation is unique and we need to approach it with an open mind. It’s very important because we need to make a decision – we cannot just think of a certain situation without exploring options and understanding why that situation happened and what the actual cause is. Stepping out of your comfort zone is where opportunities lie for us, and pushing people and motivating your team to become stronger and get out of their comfort zone is something that will help them take their next steps. I believe these three qualities will help you get the best out of your team.
WE’VE BRIEFLY TALKED ABOUT YOUR FORMER MANAGER, ALEXANDRA. WHAT ARE SOME KEY WAYS WOMEN IN LEADERSHIP ROLES CAN UPLIFT OTHER WOMEN IN GAMING TO HELP DIVERSIFY MANAGEMENT?
I would say first, mentorship. What is mentorship? For me, that means identifying developing female talent through giving opportunities for them to grow within the company. For example, providing adequate training when you recognise talent – this will help them navigate and climb the industry ladder.
Another key way, which is very important for me personally, is encouraging female leaders to speak more on panels and showcase their knowledge. Highlighting their achievements and career journeys is something women in gaming should shout more about. Seeing other women stepping into the spotlight can inspire and uplift other
women in gaming, which can lead to increased diversity at management levels.
THERE ARE A LOT OF GROUPS WITHIN OUR INDUSTRY DESIGNED TO EMPOWER WOMEN AND EMPOWER WOMEN IN LEADERSHIP. THERE IS GLOBAL GAMING WOMEN, THERE IS ASCEND, WHO WERE AT IGB LIVE RECENTLY. HOW IMPORTANT DO YOU FEEL CREATING COMMUNITIES OF WOMEN IN THE INDUSTRY IS FOR DEVELOPING INDUSTRY DIVERSITY?
I think the gaming community plays a vital role in the development of industry diversity, again promoting female leadership and providing opportunities. Networking within the industry is what I believe can empower and inspire women. As you said, we have all these different communities that empower and uplift women and seeing them, for someone who let’s say doesn’t feel confident to step in and be in the spotlight, helps boost their confidence. I think that is why it’s extremely important for everyone involved in the process to show commitment to continued efforts to encourage female leadership.
For the full video interview, check out The Huddle on the Gambling Insider website.
“Throughout the years, my role transformed significantly, just like the company itself ”
THE SECOND GENERATION
After rebranding from GiG Media in late June, Daniel Kürstein, CCO of Gentoo, spoke with us about what the new name means and what Gentoo hopes to achieve now it is out on its own
WHY DID GIG MEDIA WANT TO SEPARATE FROM GAMING INNOVATION GROUP (GIG) IN THE FIRST PLACE?
GiG Media was part of GiG (Gaming Innovation Group) and it was decided by ownership a bit more than a year ago that they wanted to split the two. There’s been two sides of the business; one in affiliation, Gentoo (formerly GiG Media), and GiG Core as we call it internally, the platform and sportsbook side of the business. Since it was decided that they were to split, we could not have the same name anymore. That was basically the thought behind it – necessity. We had to do it. The reason behind splitting the two companies, and we might come back to this a little later, was for both companies to reach their full potential by focusing on the one thing they do best, and increase the value of each of the businesses. So essentially necessity was what was behind it.
HOW DO YOU THINK THE REBRAND WILL ALLOW YOU TO DEVELOP YOUR OWN IDENTITY AND DEVELOP INDEPENDENTLY?
What it will do, first and foremost, is allow us to stand independently in our brand, which is important for any business. You need to communicate who you are and your values to excel in the field you are in. We will now be able to communicate more precisely from the affiliate part of the business, and it will be easier for us to tell the story of what we excel in, what areas of expertise we have, our offerings etc. It will be easier for everybody to understand that now we’re separated.
WHAT DOES GENTOO MEAN? HOW IS IT SYMBOLIC TO WHAT THE BRAND IS NOW?
Gentoo is a penguin species and, for us, very symbolic for a number of reasons. First is the heritage we have in the company, originating from Rebel Penguin. Our CEO founded Rebel Penguin in 2007, which was later acquired by GiG and became a part of GiG Media, essentially. When creating and coming up with a name, you don’t look backwards, you want to look ahead. But we still have this penguin heritage that we like, so how can we come up with something that pays tribute to what we were, but also looks ahead? Gentoo was the perfect name.
Secondly, we wanted to create an umbrella brand that could cover all the brands we have, because we are a lot more than just an affiliation company. We have brands like AskGamblers, Time2Play and Casinomeister. There’s a lot that needs to fit under that umbrella. Thirdly, if you take Gentoo, the penguin species, they have to work together as a group to survive and thrive. We wanted to create something inviting, that’s symbolic of our penguin heritage, where you, even as a customer, can be part of our huddle. For example, as part of our new brand we have introduced our brand promise that with us, you get more. That applies to all aspects of the business, to go the extra mile in everything we do. Not just for our partners, and through the products and services we offer, but also in regards to our employees, our workplace and so forth.
In regards to the selection process of the name, it was our brand manager, Anna [Glowacki], who came up with the Gentoo name, but the legacy of penguins, from the Rebel Penguin
days, comes from Jonas [Warrer], our CEO, who had this idea that penguins come together as a group. Alone, they would die from the cold, but they survive by coming together as a group, huddling up and working together. They collaborate to thrive and it’s just beautiful and symbolic for any group. Independently you can do very little, but if you collaborate, you can thrive. That is something we try to live by in every aspect of the company. We are also very aware that Gentoo can mean generation two as well. I like the playfulness, that duality in the name, symbolising a new era for the company.
WHEN IT CAME TO REBRANDING, WHAT WERE SOME CHALLENGES YOU FACED THAT YOU DIDN’T EXPECT?
A lot comes up when you do a thing like this. We have just short of 500 people, we’re a big company and there’s a lot of opinions, and obviously you want to involve people. But you also need a room where you make decisions. The intensity of commitment from everybody we involved has been almost emotional to a degree. Not in a bad way, in a good way – it touches you when people are so dedicated to accomplishing something with the brand.
We had to establish not just who we want to be, and how we would like to portrait ourselves, but who we actually are, to communicate a true, genuine view of ourselves as a brand. Therefore, we did extensive market research to make sure we came up with a name and values that were aligned with the
perception of the company both internally and externally. What surprised me the most was the internal commitment and strong opinions people had about what we are like. I’m sure we all know that our day-to-day work sometimes just becomes what you do. It’s normal, you know? But there was so much passion and willingness to contribute to how we portray our business values, it was so important for people. That has been, I don’t know if you can call it a challenge, but it’s been a challenge to tackle because so many wanted to contribute.
NOW THAT GENTOO IS OUT ON ITS OWN, HOW DOES IT FEEL? WE CAN ONLY IMAGINE IT’S SOMEWHERE BETWEEN NERVES AND EXCITEMENT...
It’s funny you mention it because I’ve not been nervous at any point. I’ve been very excited to try to do everything. The team, they’ve worked immensely hard, probably a little too hard at times, but I’ve been very excited. I’ve also been very calm about it, because the research has shown us we are in a good state. There’s nothing to be worried about. We just had to focus our brand identity on who we are, stand by it and be true to ourselves. When working with brands, this should always be the starting point of every brand. Find out how you are perceived and work around that, decide if you want to emphasise the current perception, or if you want to change it etc. But we didn’t want to change ours, we wanted to emphasise exactly who we are.
IT ALMOST FEELS LIKE YOU’VE MOVED OUT OF YOUR PARENTS’ HOUSE, AND NOW YOU CAN BE WHO YOU WANT TO BE AND DO WHAT YOU WANT TO DO. THERE’S THAT KIND OF EXCITEMENT.
Absolutely and, to use that analogy, we’ve been collecting plates and forks and everything for a long time. So, there were not a lot of things that would catch us by surprise. We know what we’re doing. We’ve been cooking for ourselves for many years!
WHAT ARE SOME THINGS GENTOO IS EXCITED ABOUT NOW THAT IT COULDN’T DO WHEN IT WAS PART OF GIG?
As I mentioned briefly before, the spinoff from GiG allows us to focus on what we do best and position ourselves as a pure media business, making it easier for everyone to understand our offering and area of expertise. We’re now able to step into something which is our own and position ourselves as the market leading affiliate we are.
Obviously, the split is made to increase shareholder value, but we also want to be clear in our messaging to our partners about what we do. You don’t contact Gentoo if you’re looking for a platform, we don’t do that. You contact Gentoo if you are an operator who wants to increase traffic to your website, increase your brand exposure and be associated with the prominent brands we own under the Gentoo umbrella. So this rebrand makes it easier for us to position ourselves and put our focus on what we want to do in the future.
DANIEL KURSTEIN
CRYPTO ON PURPOSE
Beth Turner speaks with Bets.io Head of Affiliates Vlad Utikalov at iGB Live in Amsterdam, discussing the nature of crypto and responsible gaming among anonymous players
BETS.IO IS A CRYPTO CASINO AND SPORTSBOOK. WHY DO [SOME] PLAYERS PREFER TO BET WITH CRYPTO AS OPPOSED TO FIAT?
There is a difference between crypto and fiat players. We tend to get a more adult audience, probably 30+, 40+. They have money, they behave differently – they are not looking for a quick bonus, they rarely use bonuses at all. Imagine a person with a career who wants to spend some time betting and has some savings in crypto.
BETS.IO OFFERS SEVERAL CRYPTOCURRENCIES TO BET WITH. HOW MANY DO YOU OFFER AND ARE THERE ANY THAT ARE PARTICULARLY POPULAR?
We support several directly, plus you can exchange any cryptocurrency you have. Bitcoin is king right now. The second one is all USDT (Tether) currencies and Litecoin is the third. But Bitcoin is killing it ... We are seeing 80% of our stakes in Bitcoin.
THAT MAKES SENSE. BITCOIN IS STILL THE NUMBER ONE CRYPTOCURRENCY BY MARKET CAPITALISATION, SO IT MAKES SENSE THAT PEOPLE ARE USING IT TO BET AS WELL. IN TERMS OF CRYPTO PLAYERS, HOW DO THEY DIFFER FROM TYPICAL FIAT BETTORS?
The biggest difference is they tend to stay anonymous, completely. Know-your-customer (KYC) has to be only passports or only phone numbers since they don’t want to show their cards. They bet with crypto on purpose, they know what they are doing and we are here to accommodate them. Again, we don’t have many young people. We don’t have exclusions, we don’t ban many. Our audience is mostly 30+ and we are happy with that.
IN THE PAYMENTS FOCUS ISSUE OF GAMBLING INSIDER MAGAZINE, WE ASKED OTHER CRYPTO CASINOS ABOUT PROPRIETARY IN-HOUSE TOKENS AND WHAT THEY THINK ABOUT THEM. WHERE DO YOU STAND IN TERMS OF PROPRIETARY IN-HOUSE TOKENS?
Within the next two months, we’re going to have our own coin and we’re going to have our NFT collection too, so we are heavily investing in it. We are developing it right now. I think late September is the issue date, so by October we should have our
own coin. Of course, we’re going to use it heavily. While playing at Bets.io, you’ll get heavy cash backs in our coin. We will have a small amount for sale and for giveaways at the very beginning. But generally, it will be our internal coin for our casino players, not for everybody.
IT ALLOWS YOU TO GIVE YOUR PLAYERS DIFFERENT ADVANTAGES?
It’s our coin. We invested in it. We want it to be profitable and we are ready to invest in marketing and give away coins to the audiences marketing for us.
AS YOU KNOW, MANY CRYPTOCURRENCIES COME AND FALL. WHEN IT COMES TO INTEGRATING CRYPTOCURRENCIES ONTO YOUR PLATFORM, HOW DO YOU DECIDE WHICH ONES TO PUT ON THERE?
We allow players to exchange any cryptocurrency into more popular ones. But really, it’s all money. So within the platform, you choose to see Euros or your local currency, to be aware of how much you’re spending, how much you are wasting or winning. We don’t push to bet in Bitcoin. We always allow players to transfer the amount to local currencies, we are gambling responsibly. Because one Bitcoin seems like a lot and €100 ($109) seems like a little. So we are trying to keep them within a range, so they know what they are losing or winning.
We have several exchange methods right now, so any new crypto you can acquire you will be able to deposit.
IT ALLOWS PLAYERS TO KEEP IN CONTROL OF THEIR MONEY BY KNOWING EXACTLY WHAT IT IS THEY ARE PLAYING WITH?
That’s why we show a local balance in Euros or US Dollars or a local currency. Because that’s how people bet. Crypto is just a currency, just a way of payment. It’s too early for people, for our audience, to calculate Bitcoins into Euros in their head and it changes all the time.
We want to make our players happy. We had a few complaints when we were doing balances in Bitcoin or Litecoin, so we stopped it. Now we display local currency for everybody.
TOT ZIENS AMSTERDAM, HELLO LONDON
Trafficology’s Ciarán McLoughlin reviews the last rendition of iGB Live in Amsterdam, ahead of its move to London in 2025
The last ever edition of iGB Live in Amsterdam took place on 17-18 July, as the conference bringing together the iGaming and affiliate sectors switches across to London. For the past eight years, iGB Live has taken place in the Dutch capital, with the RAI Amsterdam playing host for this year’s show. According to data from Clarion Events, 44% of people attending the show this year were doing so for the first time, while there were 30% more exhibitors this year compared to last year.
Trafficology was in attendance at iGB Live, though we had the chance to experience a similar feel at ICE London back in February, where iGB Live will be heading next year. Though ICE does bring a larger variety from within the industry, the scale of exhibitors in Amsterdam was still vast enough that I had my work cut out trying to find those I was looking to talk to. A testament to the appreciation of in-person events like this and the opportunities brought about when people can come together.
It was only two days, but it felt like a non-stop period
for myself and Trafficology colleague Beth Turner, heading straight to the conference hall from our morning flight from London doing all we could to make our first interview, which we happened to do with plenty of time to spare. Despite the rush around it was great to finally put names to faces of so many people who I had frequently conversed with over email, which always helps in learning more about them as well growing our own knowledge of the industry.
Of course, iGB Live brings a whole range of operators, suppliers and affiliates from the iGaming world. While we ourselves spoke to a number of companies, getting further insights into the latest trends in affiliate marketing was one of the main ports of call, with new regulations, new technology and many other areas potentially influencing the changing nature of marketing in the industry.
We conducted a number of interviews across the two days, with some really insightful conversations had across the industry. Emphasising the differing nature of our interviewees, some of the companies included Relax Gaming, LiveScore Group,
MediaTroopers and even a roundtable conversation with those involved in the Saroca LeadHERship Program.
It is, naturally, hard to summarise all that we learned from our 5–10 minute interviews with companies, but there were some overarching themes expressed throughout the show. Talk of the opportunities in the LatAm market was constant, especially with more markets in the region regulating in recent months. AI was the topic on most people’s agendas at the show, with the array of opportunities it presents in a number of areas clear to see, from developing personalised experiences for players to creating new products; and the role it can play in affiliate marketing to promote products to the right people and get detailed insights into audiences. The use of crypto also continues to grow, becoming a more popular payment method in many sectors within gambling; and so keeping up with the changing face of regulation is a key area for a lot of affiliates and something many were keen to stress throughout the show.
While our time was limited getting from one hall to another, there was a chance to listen in on some of the thought-provoking talks taking place at The Pulse Theatre. Some of these were Live Masterclass: 5 Ways to Engage Players in the World’s Hottest Online Casino Markets, iGB Ascend Women & Allyship, and Scaling Up and Scaling Out: Geographic Expansion, Lead Gen, and Other Avenues for Growth. But this was only a small snippet of a number of expert talks given across both the iGaming and affiliate sectors.
Alexandra Breinig of EveryMatrix provided understanding of some of the emerging markets right now, including Brazil, Peru and Nigeria. While Brazil is the hot topic at the moment, Breinig, as well as others during the show, was keen to stress the future impact of other LatAm markets such as Peru. Interestingly, she underlined that despite sport betting’s popularity, the casino vertical could well outperform sportsbooks in Peru in the next five to 10 years.
Meanwhile, Nigeria is regulated, but there are difficulties that need to be overcome in the African nation. These include technical limitations and, while it is a large market, there are ways of bringing about a more personalised experience according to Breinig.
Looking at avenues of growth, AI took centre stage here; it is not just a trend but rather a tool that can be key for growth, especially given the differing nature of traffic with Gen Z when it comes to obtaining content. The benefits of its utilisation included how AI is fast and tangible, while it can be used to analyse behaviours of individuals.
Finally, the talk from the iGB Ascend Women & Allyship panel provided the audience a look at experiences in the workplace for women. For example, knowing one’s limits to avoiding burnout and knowing when to say no, because you “can’t pour from an empty cup.” Areas such as imposter syndrome, being an ally, and men’s involvement in allyship, for instance being a voice for those lacking confidence, were also delved into.
As a football fan myself it was also great to make it back-to-back tradeshows meeting footballing royalty,
having interviewed Luís Figo at the Digitain stand in London and then grabbing a quick picture with Wesley Sneijder at the VBet stand this time around. These opportunities are a great way for companies to bring attendees to their stands but also a great way of showcasing the influence those in and around sport can have within gambling.
Overall, iGB Live 2024 provided plenty of food for thought and discussion. As the show prepares to head to London in less than a year’s time, anticipation for developments in the industry will no doubt grow, as well as for an even bigger and better show at the ExCel London. Tot ziems, Amsterdam! And it’s on to London we go in 2025.
MISSING A TRICK
Christo er Gronlund, Co-Founder of Winlandia and Head of Affiliates at Winlandia Partners, on why conversion rate optimisation (CRO) is the next big thing for operators and affiliates
In recent years, customer acquisition costs (CAC) have risen exponentially with no signs of stabilising any time soon. For both operators and affiliates, this means converting customers at scale has never been more important
Operators and affiliates both invest heavily in acquisition, whether through content marketing strategies, affiliates (for operators), paid media activity and even TV advertising.
But this can all be for nothing if players don’t ultimately go on to sign up, deposit and play. This is why I believe conversion rate optimisation (CRO) needs to be prioritised and invested in, to support and maximise your investments in SEO and PPC, for example. But before looking more closely at how online casino brands and affiliates can use conversion rate optimisation to turbo-charge KPIs, let me first define what it is. CRO simply refers to the practice of increasing the percentage of users or website visitors that take a desired action. So players that sign up, deposit, play and re-deposit.
The higher the conversion rate, and the higher the number of
sign-ups and FTDs, the better – key metrics for both parties. CRO is important because it ensures the maximum ROI and returns on ad spend (ROAS), allowing casinos and affiliates to get more bang for their buck. It is all a volume game.
Of course, the touchpoints for applying CRO will differ for operator and affiliate. For the former, it’s more about the sign-up process and the journey from when they arrive at the casino landing page to creating an account, providing their personal information and making a deposit. There are many steps to take, so finding ways to streamline the process is important.
For affiliates, it’s all about driving traffic from their site and pages to their casino partners. This means focusing on calls to action, bonus offers and even the way casinos are displayed and listed. Wherever possible, it’s important to make things as easy as possible for the consumer.
When approaching CRO, it’s important to start by identifying objectives and goals for the areas of friction and coming up
with a hypothesis for how it can be improved. The next step is to test your hypothesis and start experimenting – A/B testing or even A/B/C/D testing – to see if an improvement can be made. Time frames are also of the essence as we need enough populated data to enable good data-driven decisions.
For example, affiliates often find they get clicks to their online casino partners, but these don’t convert into sign-ups and FTDs according to the set goals. The conversion rate then tanks.At Winlandia, we have a theory that this issue could have something to do with the generic page that players arrive at from the affiliate site. In many cases, ad copy, the bonus offers and CTAs have not been optimised and are lacking in efficiency.
We had a belief that if the landing page was tailored somewhat, with design, ad copy and CTAs and with an exclusive offer, conversions would improve. We undertook a great deal of A/B testing in terms of the design and content of the landing page, and the bonus offers we ran until we found the optimal set-up. We now offer a lot of our affiliate partners a personalised landing page and exclusive bonus offers on markets where those can be applied.
For casino brands, this is where their CRO activity really comes into play. The drop-off rate between sign-up, deposit and play can be significant; and there are also challenges around retention, especially given the sheer number of online casinos consumers have to choose from.
Operators need to analyse their flows and identify where the drop-offs are happening, then come up with ideas and theories for how to stop this from happening. This could mean focusing on tweaking the sign-up and deposit aspect and educating players as to what information they need to provide and why.It then comes down to testing, testing and more testing. Try different things, gather data, analyse the results, take data-driven decisions and keep fine-tuning and repeating until the optimal set-up is arrived at.
CRO is something affiliates and operators can tackle independently, but it’s also an area where collaboration will yield the best results. While both have slightly different parts to play in the process, there is a point at which the affiliate hands the player over to the casino.
“Conversion rate optimisation needs to be prioritised and invested in, to support and maximise your investments in SEO and PPC”
By working together, discussing unique and shared points of friction, and talking about ways friction can be reduced and the process made smooth and seamless, both parties will ultimately benefit. At the end of the day, we have a shared goal of converting players into payers –the increased results also reflect on the affiliate’s commission slip.
For me, CRO will become a key focus for both operators and affi liates over the coming years. The cost of acquiring players is only going to rise, so it’s vital for both affiliates and casinos to be able to convert the traffic that lands on their sites at scale.CRO allows both parties to identify where conversions can be improved, and to try new ideas that can lead to a significant uptick in FTDs and then active play moving forwards. This is a really exciting space and one in which Winlandia is happy to play.
CHRISTOFFER GRONLUND
PLAYING FOR KEEPS
IGaming expert Hryhorii Shelest explains why email marketing should be every affiliate’s best friend for customer retention
Online casinos have long gained popularity not only through gambling but also through the adept use of modern marketing technologies. Casino operators actively employ user retention mechanics and email marketing to build a loyal audience and increase revenue. These effective strategies deserve attention and implementation not only in the gambling industry but also among affiliate reviewers. In this article, we will examine the key retention and email marketing techniques used by online casinos, and analyse how they can be adapted for successful promotion of affiliate websites.
KEY STRATEGIES FOR RETAINING PLAYERS THROUGH EMAIL MARKETING
The primary strategies for retaining players through email marketing in online casinos include several key approaches. Firstly, there are customisable automated (trigger) emails that are activated by specific user actions. These emails allow for prompt responses to player behaviour, offering them relevant content and personalised offers, which significantly boosts engagement and loyalty.
Another important strategy involves segmented emails targeted at specific audience groups. These emails are tailored based on the interests, preferences and behaviours of different user segments. This approach ensures players receive unique offers tailored to their needs, encouraging them to return and continue playing.
Additionally, online casino operators actively use general informational emails. These emails, aimed at a broad
audience, contain news, updates and announcements of promotions and events. Despite their importance, they are not always the most effective, as they do not account for individual user characteristics.
Unfortunately, many affiliate reviewers limit themselves to general informational emails in their practice. This simple but not always effective approach, does not fully leverage the potential of email marketing for user retention and engagement. Implementing more complex strategies, such as trigger and segmented emails, could significantly improve results and enhance the effectiveness of affiliate marketing.
AUTOMATED EMAILS
As mentioned earlier, the unique feature of trigger emails is that they activate automatically in response to specific user actions. In the context of online casinos, such actions may include registration, the first or subsequent deposits and periods of inactivity. It is evident that such triggering events are not directly relevant to affiliate reviewers.
However, by using Google Analytics, affiliates could set up their own triggering events based on visitor behaviour on their site. For instance, if a user repeatedly visits the bonus section and spends considerable time there, an email with unique promo codes from the casinos featured on the site can be sent. Such personalisation increases the likelihood of conversion, as the email will match the user’s interests.
Another example: if a visitor shows interest in a specific geographic location, a trigger email can be set up to notify
them about the updated casino ratings for their country. This demonstrates that you are considering their preferences and providing relevant information. Trigger emails can also be used to encourage logged-in users to return to the site. For example, if an operator offers a unique bonus, a corresponding notification should be sent to prompt the user to return, taking up the offer.
MANUAL EMAILS
Manually segmented emails can be effectively used by applying segmentation methods similar to those used in automated emails. These approaches enhance the impact of automated campaigns and significantly improve a key metric – user retention rate. The user retention rate reflects how successfully a product builds a loyal core audience that remains faithful to the project over the long term. In the context of affiliate marketing, a high retention rate indicates that users find the content valuable and continue to return for new offers and information.
By applying manually segmented emails, affiliates can precisely tailor their marketing messages to specific user groups based on their behaviour and interests. This allows for effectively reaching the target audience and increasing engagement.
For example, the following player segments can be identified: Seeking bonuses, including unique offers: For these users, emails can be prepared with exclusive promo codes and promotions, emphasising their importance and attention to their preferences.
Looking for casinos available in specific geo-locations: These users will receive information about the best casinos available in their country or region, along with relevant news and updates concerning local players.
Seeking casinos with specific payment methods: For these players, it is important to provide information about casinos that support their preferred payment methods, be it credit cards, e-wallets, or cryptocurrencies.
Looking for casinos with specific games, especially new releases: These users will be interested in emails informing them about new games and exclusive releases available at partner casinos.
Furthermore, manually segmented emails can include exclusive offers and news that do not appear in automated
emails. For instance, notifications about the availability of a unique bonus for logged-in users can be sent manually to encourage them to return to the site and take advantage of the offer.
Ultimately, a well-balanced combination of automated and manually segmented emails allows affiliates to develop a strong core of loyal users by directly engaging with them. Such users become not only regular visitors but also active community members, which in turn contributes to the growth and development of both the project and the operators featured on the review site.
HRYHORII SHELEST
Shelest is an iGaming expert with 4+ years of experience in land-based casinos and 6+ years of experience in online gambling.
Trafficology is brought to you every month by the Gambling Insider team at Players Publishing.
For all editorial enquiries please contact us at trafficology@gamblinginsider.com For advertising enquiries please contact commercial director Deepak Malkani at sales@gamblinginsider.com
We would like to thank the following contributors to this issue: Casino City Press, Jesper Eriksson, Simona Stojanovska, Daniel Kürstein, Vlad Utikalov, Christoffer Grönlund and Hryhorii Shelest.
The label’s intern just denied us again. Maybe we should write a better record then? - Good Hangs, 2024
Players Publishing Limited, all rights reserved.
HRYHORII SHELEST
