Casino City Press, Alpha Affiliates, MioMedia, Eugene Ravdin, Dijana Radunović, Adam Gros, Dan Shannon and Alexia Gauci
LETTER FROM THE LEAD
Julian Perry, COO & Editor-in-Chief
WELL, HELLO AMSTERDAM!
Just as ICE London had its last hurrah this year before its scheduled move to Barcelona in 2025, we are sad to report this upcoming iGB Live will be the very last show in Amsterdam. But we do have some consolation in that the show will move to London next year and, by all accounts, the Excel will be full to the brim, given that iGB Live is filling up more of the RAI than usual this year.
To give Amsterdam its fitting send off, we're sending a Trafficology packed with SEO-related tips and tricks. Indeed, the search is well and truly on.
In our data pages, Casino City Press will once again be on hand to review the best traffic sources so far this year. And we follow up with a timeline of the Netherlands’ history with online gaming – like we could resist a little regional flair.
We’ll be diving into the topic of Google and its impact on SEO next, with contributions from our in-house writers and first-time contributor Ari Pournaras, who regular readers might remember from our interview last issue.
We’ll also be speaking to Eugene Ravdin and Dijana Radunović, as well as Dan Shannon. With topics ranging from journalism in the affiliate market to the importance of keeping operations niche, you’re sure to learn something new from at least one of them.
Meanwhile, we gained some handy tips on making the most of iGB Live from regular contributor Adam Gros, so before you rush off to your first meeting, be sure to give it a read!
Wrapping up this issue is a guest column from ReferOn, where B2B Sales Manager Alexia Gauci breaks down what the company learned from its first education seminar and its plans for LatAm expansion.
So, while it's going to be a very busy show indeed, take a moment to make a plan. And take a moment, too, to read our expert contributions. The affiliate sector is ever-growing... but that means it is the little edges you carve out that can make the biggest difference in an ultra-competitive space.
TP, Editor
Tim Poole, Editor
Casino City Press data reviews affiliate rankings from the first few months of 2024
We reflect on the regulatory development of the Dutch gaming market, before and after the legalisation of online gaming
AskGamblers General Manager Dijana Radunović speaks to Trafficology about the new sports section of its site, and what it may mean going forward
Regular Trafficology contributor Adam Gros reflects on how to make the most out of your time at iGB Live
looks into gambling compliance when writing with
and how
Trafficology spoke to Eugene Ravdin about his new weekly column with MightyTips and his history with UEFA
Dan Shannon shares his experience of the last 15 years in iGaming, his tips for new operators and changes in the UK affiliate market
ReferOn B2B Sales Manager Alexia Gauci talks about affiliate education seminars and expansion into LatAm
Big Pond Digital Founder Ari Pournaras considers ways to future-proof
strategies in
TRAFFIC REPORT
TIMELINE: THE ROAD TO ONLINE GAMBLING IN HOLLAND
Online gambling in the Netherlands was the subject of deliberation for years. However, after a rocky start, it has well and truly taken off. Now, the emphasis from the KSA is on improving the Nation’s Responsible Gambling practices
The official formation of Kansspelautoriteit (KSA), an independent administrative body and regulator of the Dutch gambling industry
A record fine of €480,000 ($521,000) is imposed upon the two firms behind Redslots.com by KSA for promoting its casino operations to players in the currently unregulated Dutch market
Vice President of the Dutch Gaming Authority states that online gambling will not be ready for implementation until the start of 2019, as it is still awaiting a positive vote from the Dutch Senate
The Dutch Senate votes to embrace the ‘Remote (online) Gambling Bill’ to legalise online gambling in the Netherlands – initial permits are set to be granted in 2020
Dutch lawmakers approve motion to delay the market opening in order to deal with the effects of the Covid-19 pandemic
In a statement released by Junior Justice Minister, Fred Teevan, it is announced that Holland plans to ‘liberalise’ the online gambling market by 2015
In the wake of years of parliamentary debate, the Dutch lower house approves the ‘Netherlands Online Gambling Bill,’ with the aim for implementation set for 2017
Another high-figure fine (€410,000) is issued by KSA to Betat-home for targeting Dutch citizens with advertisements despite not holding a licence
In collaboration with AGOG, KSA conduct a survey revealing problem gamblers are more at risk via online gambling
A day before the Dutch market opens, Entain, Betsson and LeoVegas all withdraw. So far, only 28 of the 40 forecast operators have applied for a licence
KSA permits a second ‘group’ of providers to apply for a licence within the country, following the initial market entry of a number of operators
2022 financials are released for the first full year of online gaming in the Netherlands, reporting €1.08bn ($1.17bn) in Gross Gaming Revenue (GGR)
The market continues to grow, as GGR increases by 28% to €1.39bn ($1.51bn) over the course of 2023
Holland’s House of Representatives vote in favour of banning online ‘high risk’ online gambling practices such as slots, alongside a ban on gambling advertising
The Dutch Remote Gambling Act is finally passed
The Netherlands officially opens its regulated online gambling market
Erasmus University Rotterdam & the University of Amsterdam introduce a project which aims to develop new tools for online Responsible Gambling practices
Regulator KSA reveals its supervisory agenda for the year, detailing focus on preventing illegal online offerings, and ensuring safe gaming for players in the country
IN FOCUS: ALPHA AFFILIATES
Alpha Affiliates: Your go-to partner for maximum earnings
Why Alpha Affiliates stands out
Since its launch in 2012, Alpha Affiliates has climbed to the top of the iGaming industry. Our long-term success is built on several key pillars.
Innovation and adaptability
To stay ahead, we’ve continuously adapted to market trends and embraced new technologies, including advanced tracking tools, data analytics and the early adoption of cryptocurrency payments.
Strong partnerships
We’ve built a network of 12,000+ partners across 38 countries by fostering strong, trust-based relationships. Our partners benefit from our reliability, transparency and commitment to mutual growth.
Commission plans
Our commission structures are designed to maximise affiliate earnings. We offer flexible options, including CPA (cost per acquisition), RevShare (revenue share) up to 50% and hybrid models. The hybrid models, combined with CPA and RevShare, offer the best of both worlds. With CPA, you earn a fixed amount for each player you refer, ensuring a steady income. With RevShare, you earn a percentage of the revenue generated by your referred players, offering the potential for higher earnings. This allows affiliates to choose the most profitable strategy for their traffic.
Comprehensive support and resources
From day one, we’ve provided our partners with highquality marketing materials, dedicated support and strategic guidance to ensure our affiliates can launch and manage successful campaigns with confidence.
Why Alpha Affiliates should be your first choice:
Maximise your earnings with high commission rates
We offer CPA, RevShare up to 50% and hybrid models. Our flexible commission structures ensure you can choose the most profitable option for your traffic. Affiliates partnered with us have reported a remarkable 30% revenue increase within six months.
Reliable and swift payments
Timely payments are crucial for maintaining and scaling your operations. Alpha Affiliates, a reliable and trusted partner, guarantees prompt payments with no holds on commissions, allowing you to reinvest your earnings quickly. We support multiple payment options, including
cryptocurrencies, ensuring smooth and secure transactions.
Diverse brand portfolio
Our portfolio boasts top-tier brands like 1Red, Neospin, Spinch and others, each offering unique features and incentives tailored to various markets. This diversity ensures you can attract and retain a wide range of player bases, enhancing your conversion rates and overall earnings.
Comprehensive support and resources
We provide personalised assistance and a wealth of marketing materials to our partners. Our high-converting banners, landing pages and advanced tracking tools are designed to drive results. Our dedicated affiliate managers are also always available to offer strategic advice and support.
Innovative events and competitions
Our innovative events, like the Affiliate Race with over €200,000 ($213,623) in prizes, foster a sense of community and reward outstanding performance. Such initiatives boost engagement and provide additional earning opportunities.
Global reach with multi-language and multi-payment support
Alpha Affiliates supports a global audience with multilingual capabilities and various payment methods, including cryptocurrencies. This ensures your traffic from any region can seamlessly engage and transact, tapping into lucrative markets.
Continuous growth and market expansion
In 2023, Alpha Affiliates saw a 30% increase in affiliate partners and launched new casino brands like Rakoo and OnLuck. Our expansion into markets such as France, Italy and Greece demonstrates our commitment to providing diverse and engaging gaming experiences. Our presence at major industry events underscores our influence and dedication to leadership.
Partner-oriented approach
What sets Alpha Affiliates apart is our focus on partner satisfaction. We create an environment where affiliates thrive, supported by transparent communication, reliable technology and a collaborative spirit. Our partners’ testimonials highlight significant growth and success, through our dedicated support and innovative tools.
Join the winning team
With a proven track record and a commitment to innovation, Alpha Affiliates invites you to join our success story. Leverage our commission offers, comprehensive support and diverse brand portfolio to maximise your earnings and achieve unparalleled growth. For more information on joining Alpha Affiliates and earning with us, visit our website.
GAMBLING ON SEO: WRITING FOR GOOGLE
WHILE NAVIGATING GOOGLE AI
… Or in those beloved SEO terms: Top 10 ultimate tips guide on writing about the gambling industry 2024 for professional writers and companies
It doesn’t matter which segment of the gambling industry you’re in, marketing is always going to be important. Whether you’re trying to attract more customers to play your games, or whether you aim to form partnerships with other businesses, you need to put your product out there so people know what you’re offering. There is a major issue, though, and that’s the dreaded global advertising standards. As much as people complain about them, they are put there to protect society, so they can’t be all that bad. They do require some navigating know-how...
PUNTING THE SEO
This could mean two things; throwing SEO out the window or backing it with a wager. Which one did we mean? You’ll never know, but this is important – you need to be crystal clear when it comes to your own writing and as everyone knows, SEO loves to get in the way of readability. There are only so many ways you can write ‘top online casino 2024’ before it becomes obvious that you’re inserting it into the first 30 words of a piece. Unfortunately, applying SEO to gambling content has always been fiddly. Looking at top Google searches, ‘Best Skincare 2024’ or ‘Where to go on holiday’ are easy to write about. Still, even though people want to know ‘how to win money at an online casino,’ you can’t write a piece discussing it because it’s only ever going to be a possibility. You also need to be wary of the laws that will restrict exactly what you say.
Now we don’t need to tell you this, but that’s because casinos aren’t your typical product. You’re not advertising a houseplant or the latest washing detergent, you’re offering
an experience that can lead to harmful behaviours if the circumstances are unfortunate enough. This is the reason why there are so many strict rules in place around making gambling look too exciting or too much fun, but it’s not just the themes you need to rein in. You also need to be wary of the laws that will restrict the exact wording of what you say.
TAKING A CHANCE ON COMPLIANCE
There are a lot of regulations when it comes to marketing for gambling products. You might think that this only applies to advertisements you see on the TV or on a billboard, but it actually relates to anything that is ‘likely to promote gambling’ or by firms authorised to provide betting products. There’s a library of specific terminology that can’t be used in material associated with gambling, such as ‘risk-free’ or ‘earning’ money, as well as concepts such as suggesting gambling can provide an escape from problems or enhance personal qualities like selfimage, self-esteem and attractiveness. This sounds simple on paper, but this means you can’t portray gambling in the same way as other products. A men’s aftershave can portray the wearer as suddenly being incredibly popular after spraying the fragrance, an insurance company can show a depressed person feeling relief at being covered by the product and a hair colour business could show how someone’s confidence skyrockets after being able to express themselves properly. Could a gambling product be used in any of these ways? Absolutely not. This is why so many bingo adverts show a group of people on a sofa cheering after they play the product, or a lottery advert will focus on the community spirit behind it. While this might seem like a limitation, a lot of people are probably looking at
casino sign up bonus
this in the wrong way. Rather than trying to force the concept of people having fun into marketing, there are a thousand and one ways to do so instead. A video game company won’t try to convince you that the idea of video games will change your life, they’ll present their product by showcasing its most fun features to consumers. In a world of oversaturation, especially with social media influencers, MLMs and ads integrated into every platform, people are beginning to reject being ‘sold to’ by basic and traditional scripts.
BACKING THE FUN HORSE
Too many marketing campaigns nowadays are lazy. The concept of a product ‘changing your life’ or being ‘the best’ is beyond cliché. Every market is so overcrowded that, unless your product is exceptional, it’s going to get left behind. So rather than flatly pronouncing a product as enhancing attractiveness or popularity, let’s actually start looking at the positives of it and focusing on them instead. Operators have started to focus on free jackpot offers, exclusive bet-building products and anything else that sets it apart from the competition. But why has it taken the gambling industry so long to actually focus on talking about the fun aspects of the content, rather than just its capacity to win the customer money?
as a way to make money, or in SEO-friendly terms: The best online casinos in 2024 offer great experiences that can sometimes reward real-cash prizes. Customers may find it suspicious if casinos and bookies suddenly started talking about how fun the games were at the platforms rather than the betting experience, so now we’re at an impasse (although Sky Vegas has actually started doing this in the UK). We’re not allowed to talk about customers winning big or having too much fun at casinos, nor are we allowed to completely abandon this idea in favour of highlighting the other non-financial fun
the new Google AI feature, which has been unfortunate to say the least. Google AI has told people to jump off of Golden Gate Bridge, commit homicides and things we can’t even mention. In a world desperate to cut costs by implementing AI, this should be a case study as to why AI cannot be used in writing (at least yet). While SEO and readability tools are invaluable, that’s exactly what they should be; supporting tools and nothing more.
As more and more gambling companies realise the power of interesting advertising, it’s more important than ever to have a dedicated and confident team to lead the campaign. It’s been widely recognised that we’re in a time of innovation in this industry and marketing cannot be left behind while the products themselves are charging forward. An AI tool cannot conceptualise the genuine joy and excitement that’s needed for a successful campaign, nor can it successfully navigate the intricacies of compliance attached to gambling content.
NAVIGATING THE MAZE OF MARKETING
There’s been a global push, in recent years, to ban all manner of gambling advertisements. Whether they’re shown on TV, billboards or online, quite a few countries have pulled the plug entirely. At the time of writing, Belgium, Poland and Italy have all banned advertisements, while Bulgaria is passing a bill through its Government. As for the UK, there are strict guidelines a company has to follow and, with 888 (now Evoke) recently seeing that a poorly thought-out advertising campaign will not be forgiven quickly in such a mature market. Ironically enough, this pushback has shifted the emphasis onto SEO even more than it already was. With less spaces for gambling companies in which to advertise, there are less ways for them to get their names out there, meaning customers have less knowledge about them. In turn, more people are googling ‘best casinos 2024,’ because they’re just not being exposed to former household names like they’re used to.
Sometimes the best outcome of advertising isn’t having
“
How do you hit the dreaded Google algorithms, while at the same time, talk about casinos in a safe, responsible and interesting manner?
a customer drop whatever they’re doingwhen they see the advert and jumping on the product as fast as they can; instead, it’s keeping the company name present in their head as a first option when they want to approach that product on their own terms. Withoutthis, they’re going to have to search online for options instead.
This is exactly where SEO comes in. There is just one more issue, though, and that is people are naturally distrustful of casinos. Whether this is justified or not, people will always be wary of places that profit from people losing money. This means that, when customers search for the best online casinos, they’re more likely to avoid the ‘Top Ten’ style lists and instead go to somewhere like Reddit, where the answers come from a person's real experience with a site. There are recent threads with hundreds of comments discussing which online casinos to avoid and any personal experiences with them. In fact, if you Google ‘best online casino 2024,’ the first predicted search is ‘best online casino 2024 Reddit.’ Not only is the traditional advertising scene shifting, but also the ways in which people are seeking answers.
MIGHTYTIPS: A NEW APPROACH TO GENERATING AFFILIATE TRAFFIC
Ex-UEFA.com Editor-In-Chief, Eugene Ravdin, talks to Trafficology about the freedom of experimentation with his new weekly sports column at MightyTips
TO START OFF, CAN YOU GIVE US A BRIEF CAREER OVERVIEW AND SOME PERSONAL HIGHLIGHTS FROM YOUR TIME WITH UEFA? Firstly, I’ll start with the fact that I don’t actually have a degree in any media studies. I graduated from university in Computer Sciences, and I nearly became a programmer. I’d been working in the industry for a year before I realised I was bored and wasn’t sure what I wanted to do. Luckily for me, one of my friends knew very well what he wanted to do. He wanted to be a football journalist. He himself eventually ended up working for UEFA.com and a year later – in the early 2000s – the idea came about to set up a Russian language service for the UEFA website. So he came back to Riga, where we are both based, and he started recruiting a team.
We were both passionate about football, and my father was an editor for most of his career, so I knew my way around and punctuation and things like that. That’s how it all started. My friend offered me a job, I said yes. I started first as a translator, from English to Russian. I was promoted to Editor. Then, at some point, when our Editor-In-Chief left, I was offered the position which I gladly accepted. I have to say, I remember my first day in that role and it was pretty scary. I don’t think I did a single useful thing that day. That’s how I started as a Russian service EditorIn-Chief at UEFA and the job involved many facets. You had to go to matches; you had to work in the mixed zone at stadiums; you had to take interviews; you had to transcribe interviews in other languages and so on and so forth. I think this is how I got my trade. As for the highlights, in 2004 I had a chance to go to the Euros in Portugal, and it was a special occasion firstly because it was my first big
competition. Secondly, I come from Riga, Latvia and in 2004 Latvia miraculously qualified for the finals. It was 16 teams back then, whereas now it’s 24. So it was a real miracle. We somehow survived the group. We won away against Poland, and again away against Sweden in the last game. Then in the playoffs against Turkey we scored a free-kick and we all went crazy. Overall, my highlight was the game against Germany in the finals which was a goalless draw, I went to see that in Porto and I had the night off – which was really great.
WHEN YOU FIRST SAT DOWN WITH MIGHTYTIPS, HOW DID THAT CONVERSATION GO? WHAT LED YOU TO THAT PARTICULAR COMPANY?
Nothing led me, I think it would be fair to say. I realised, despite all the benefits of the UEFA job, that I needed some change, so I left and went freelance for a year or maybe a year and a half. Then at some point, I got a message and an offer to come and see if I was interested in this particular job. So I decided I’d give it a try.
WHERE DID THE IDEA OF UTILISING YOUR JOURNALISTIC EXPERIENCE AS A SPORTS COLUMNIST TO HELP ATTRACT BETTORS FIRST COME FROM? WAS IT YOU OR MIGHTYTIPS?
I think that it was a fusion because, on one hand, we had that idea that we want to create some kind of content that just goes a little bit beyond the regular sports betting content you see. On the other hand, we’re not a sports news website and we can’t compete with them. But the general idea was we wanted to go a little bit further in our marketing than affiliate
companies usually do. If you look at most affiliate websites, they’re mostly unknown. Of course, they often do what they do very well – but we wanted to do things a little bit differently here, without knowing whether it would work 100% or not. I think there is a way in which betting and sports journalism are welded together, and can exist hand in hand. This is why we have a news section on our website with articles covering the latest odds and betting markets. We wanted to try and offer our readers a little bit more. So I was given a task to write something personal, something individual. We understand that this is what Google likes, so I was given the freedom to see how I wanted to write. This is when I decided to do a weekly column that would allow me to just roam freely. [Trafficology: like a true number 10...]
AS A CONCEPT, THIS TECHNIQUE MAKES A LOT OF SENSE FOR A SPORTS SITE, BUT IS A UNIQUE METHOD FOR A GAMBLING AFFILIATE – HOW DO YOU THINK
IT IS GOING SO FAR?
It’s early doors, but I would love it to be going a lot better than it is right now – to tell you the truth, we’re not getting too much organic traffic. However, this is not the only goal. We started this venture not long ago, and we’re still trying to understand how to make it work better because, for now, it’s just a sports column on a website and nothing more.
As time goes on, we need to try and better understand in ourselves whether we want to continue with it in its current form and, if we do, then in what direction we must go. I think to get there we just need a little bit more time and practice. The general idea is to try and keep that individual voice in the writing, merging that with the helpful content part, while also making it so that the information doesn’t become irrelevant two or three days after the actual event.
So, in terms of traffic, it’s not going as well as we had hoped at the moment. Still, if you look at it from another angle, that we’re experimenting and trying to find our way, then I think we’re doing a valuable job, even if – in the end – it means we should stop and then try another approach.
SOMETHING YOU’VE MENTIONED IS THAT YOU FEEL THERE ARE LESS BOUNDARIES FOR YOU AS A WRITER NOW. HOW DOES YOUR APPROACH TO WRITING FOR MIGHTYTIPS DIFFER FROM YOUR PREVIOUS EXPERIENCE?
You know, it’s just a completely different thing because I was an editor, and an editor’s job isn’t about writing. At least at least for me it wasn’t. It was about managing people; it was about planning. Whether it was a rota or sometimes planning budget and a lot of managing the website; checking the pages. What looks nice? Whether all the pictures are cropped correctly, and a lot of proofreading and editing
the copy of other translators and sub-editors. The thing about my work at UEFA was that we had a mother version, the English website, which had several language websites around it. Every other website has a small portion of content they create themselves; but at least 80%, or sometimes more, was something we translated from English and maybe adapted a little bit to our language and readership. So I wasn’t writing anything.
Here, I’m my own master. I check the calendar for the biggest sports events, like recently the Champions League final, or Roland Garros, and the week after that it was the Euros – and so on. The main difference is that I’m not only restricted to football here, but the hardest part for me is producing my own original ideas.
FROM A JOURNALISTIC POINT OF VIEW, DO YOU THINK EVOKING THAT EMOTIONAL RESPONSE FROM YOUR READERS WITH REGARD TO THEIR CONNECTION TO SPORT HELPS DRIVE BETTING TRAFFIC?
No, that was definitely not a technique or a conscious move. I have to confess; I do not think very much of a reader when I write. Of course, I try to make my text readable, easy to read and to understand. I don’t want the reader to have to wade through the darkness when they read something I’ve written. But I’m not thinking ‘well, what would my readers like to read?’ I’m writing about what pops in to my mind, what moves me, what is interesting to me? I’m not much of an analyst. It would be extremely difficult for me to write a tactical review of the Champions League final. So I tend to just write about the more philosophical side of things – if it’s something I can relate to, I just hope it’s something the readers can relate to as well.
EUGENE RAVDIN
FUTURE-PROOF YOUR IGAMING SEO FOR GOOGLE’S SGE
Big Pond Digital Founder Ari Pournaras explains Google SGE and how affiliates can navigate it
The search landscape has evolved dramatically over the past decade. Algorithm updates have become more frequent; real estate taken up by paid ads in SERPs has become more prominent; machine learning is in the mix; and now, search marketers are facing possibly the biggest disruptor ever: the introduction of Artificial Intelligence blended into search results. So, in this pioneering intersection of AI and Google, what exactly is Google SGE? What are the acute and more long-term ways that operators and affiliates in the iGaming space will be affected? These are just some of the questions we will explore.
SO, WHAT ACTUALLY IS GOOGLE SGE?
Google SGE stands for Google Search Generative Experience – essentially, it’s Google’s answer to ChatGPT.
Google SGE aims to use generative Artificial Intelligence (AI) to answer specific search topics instantaneously, within Google, without sending the user to a separate website. This will help with questions, overviews, descriptions and how-to instructions typed into the search bar.
For example, if a user looks up ‘what are roulette odds,’ Google might serve an AI-generated response. Visually, this may be presented as a text description with an image
and bullet points positioned above all other organic results. Widespread sentiment among website owners is, understandably, a sense of worry that this ‘zero-click’ approach would reduce traffic to their sites while plagiarising their content.
SGE PROS AND CONS
The advantage of SGE is that, at optimal functionality, it should provide better user experiences. Users will get answers to their queries instantly, while the type of content served will be designed to be more digestible. From a commercial moneymaking standpoint, it may encourage users to keep coming back to Google instead of going elsewhere – like ChatGPT – which is exactly what Google wants as they generate significant revenue from ads as a business model.
Advantages include:
• Better user experience/UX
• Clear and concise answers to complex questions and topics
• Potential for smaller sites, with valuable and to-thepoint information, to be featured and benefit from SGE
• Potential to optimise other digital channels to rank in SGE and drive traffic
An inherent disadvantage is the resulting shrinkage of the organic space, which has been occurring already with the expansion of sponsored ads over the past decade. Statistically, ranking first versus third on Google already exhibits a massive difference in the click through rate and traffic generated (FirstPage, 2023). But since there just isn’t enough room for everyone, allowing Google SGE to have the most prominent ranking position in search will relegate organic results further down and reduce traffic dramatically. You could argue that SEOs will adapt and learn how to manipulate rankings to get included in SGE; however, there are a lot of criticisms against Google for lifting information from websites without giving them any credit or any clear benefit, traffic-wise. Could this change? Currently, nobody knows.
Disadvantages:
• Inaccurate information (which is already happening)
• Less visibility for the organic channel
• Less visibility (potentially) for the paid channel
• New competition introduced
• Lack of transparency (we don’t know how AI arrives at a particular conclusion)
WHAT DOES THIS ALL MEAN FOR AFFILIATES AND OPERATORS?
Google SGE will most likely reduce organic traffic to affiliates and operators for specific searches – this will not apply to all searches, though, at least initially. Content-heavy affiliates and operator websites that rely substantially on answering queries to generate traffic might be affected by this. Then again, affiliates and operators that are not currently ranked on page one may get a chance to influence the algorithm and get picked up by SGE. Although some are not relevant in the iGaming space, the queries that currently trigger SGEs are categorised as:
• Questions about certain topics
• Instructions / How to guides
• Recipes
• Product searches
• Code specific queries
• Local searches
WHAT DOES THE CURRENT LANDSCAPE LOOK LIKE?
Google launched a core update in March that it calls “an evolution in how we identify the helpfulness of content.” The rise of ChatGPT has fuelled automated content at scale and programmatic SEO. With a free ChatGPT account and a few other tools, anyone can easily produce unoriginal content at scale to game the search engines and monetise that traffic.
This is something Google is fighting against with this update. That being said, the results are mixed, and we are still seeing spam websites and automated AI content
“It’s all to play for and all you can do as an iGaming website operator is take steps to mitigate any potential loss of organic traffic and, instead, exploit the potential that lies in SGE”
websites ranking prominently post-update.
THE AFFILIATE & OPERATOR LANDSCAPE
For gambling-related searches, results are dominated by operators, with some super-affiliates and large newspaper publications. All these sites have superior link profiles, brand entity signals and traffic KPIs that small affiliates can’t compete with anymore.
The search ecosystem is unrecognisable compared to five to eight years ago, where affiliates used to dominate this space. It used to be easier for a startup affiliate to enter the race and rank for competitive keywords. These days, it’s very hard doing that even for less searched, long tail keyword variants. This is why a lot of SEO affiliates have either abandoned saturated markets and are looking at new/emerging markets or have switched to PPC and other channels.
Actionable tips for operators & affiliates:
TECHNICAL SEO
Technical SEO takes care of the foundations of your website, giving a solid grounding for showcasing your content. You need to pay attention to crawling, indexing, rendering and your site architecture as a starting point. You could have the best content and a healthy link profile, but if your Tech SEO isn’t up to scratch and Google is punitive as a result, you could be missing a lot of traffic and revenue.
UNDERSTAND LARGE LANGUAGE MODELS (LLMS)
A Large Language Model (LLM) is an artificial intelligence system and machine learning model that uses multiple data sources, and deep learning techniques to learn, and generate human language – GPT and Gemini are popular language modules used by ChatGPT and Google. SEOs need to understand how this technology works and utilise it to their advantage. This doesn’t mean relying on AI to automate tasks but utilising it to better structure the text in a way that people and search engines understand it.
TOPICAL AUTHORITY
Topical authority is an SEO concept that refers to the authority and relevance a website has on a topic.
By optimising for topical authority, you want to be the go-to website for that specific topic. For example, if you are running a roulette affiliate site, you want to ensure you cover everything about playing roulette, including fundamentals of roulette, the roulette wheel, strategies, player tips and so on.
HOW DO YOU BUILD TOPICAL AUTHORITY?
In my experience, this comes down to topic mapping, E-E-A-T, site architecture, entities and links. As mentioned above, you can utilise LLM prompts to help map out and organise a specific topic and its subtopics. Then it comes down to producing the actual content for this. The specific user queries that come from research can help you organise the content semantically and a tool like SurferSEO can help you improve and optimise the content to rank better, in areas like headers, text-length and optimal keyword inclusion.
We would also recommend diversifying into different formats for delivering content. The website could focus on organic traffic via optimised text, but you could then summarise the content in video form and distribute it on social channels. This helps integrate all your touchpoints and enhance your online entity.
E-E-A-T
E-E-A-T stands for Expertise, Experience, Authoritativeness and Trustworthiness – expanded in recent times from ‘E-A-T’ to now include Experience. This comes down to producing valuable, accurate content; using citations to show the receipts for what you’re claiming and putting across, through what you write, that the author has the experience and credentials to produce the content.
It’s crucial to be explicit and transparent about the author’s background and bona fides and to include credible sources. Relevant backlinks and citations from trusted, high-authority sites are also a positive thing to have. Make sure your about page is up to scratch with all the citations, mentions and links from high authority external publications.
STRUCTURED DATA
Utilise structured data (schema code) for your content to organise it in a more efficient way for Google to interpret and contextualise. AI tools are handy to automate this and save time, or you could use a Schema Markup Generator then check that it works via Rich Results Test.
WHAT ABOUT BACKLINKS?
The link-building environment has become very competitive over the past few years and competition continues to intensify. Buying links is not enough to rank in the top spots for highly competitive keywords – you need a blend of different types of links and signals to indicate to Google that you are an authority in your chosen niche. The section below discusses the types of links you need to be building to stay ahead of the curve.
BRAND SIGNAL LINKS
These are links that indicate to Google that you are a real brand. These include social media websites, review sites, bookmarking sites, citations, industry directories, online publications and forums. You need to think like a big brand and create a list of all major sites your website should have a profile on, even if you are not particularly active on that website.
ENTITY LINKS
This is a specific category of links that ties in with the trustworthiness of a certain website, including Wikipedia, Google My Business, large relevant publications in the iGaming space, and other major publications like newspapers. Ideally you need to work towards having an optimised Knowledge Graph on Google that encompasses the key details of your brand.
TOPICAL TRUST FLOW
Topical Trust Flow links refers to backlinks from websites that are highly relevant to iGaming and your specific area of interest within it. Majestic is a link analysis tool that provides you with a Topical Trust Flow score for any website you enter. You want to focus on building links from sites that have relevant a Primary Topical Trust Flow, like games/gambling or sports.
TIERED LINKS
Tiered linking is the process of building links to the links that point to your site (tier-2 links). This practice is effective in giving a new lease of life to older links that might not be passing as much value anymore. You can also test this on any new links that you build.
CONCLUDING THOUGHTS
Google SGE is evidently having, and will continue to have, a fundamental effect on search marketing. Especially for iGaming operators or affiliates who rely on organic traffic generation via content that answers queries, the zero-click-experience that SGE intends to offer users may threaten this channel. By nature of taking up the prominent space in SERPs, SGE will push down organic results, in furtherance of the way that paid ads have been doing in recent years.
As Google rolls out SGE in more countries, it’s clear there are a lot of kinks to iron out. Anyone outside of Google claiming they know exactly what will happen next is not worth their salt. It’s all to play for and all you can do as an operator is take steps to mitigate any potential loss of organic traffic, thereby exploring SGE's potential.
ENTERING THE SPORTING REALM
AskGamblers
TELL US ABOUT ASKGAMBLERS SPORTS.
AskGamblers Betting section has been in the works for a while. The product you see today is the work of the whole AskGamblers team. And it’s just the beginning.
As with everything at AskGamblers, the bettingsection will continue to grow over time. We have been building our casino website for 18 years now, so the sports betting section is only in its infancy, with lots of greatthings yet to come.
WHERE DID THE IDEA COME FROM TO HAVE A DEDICATED SPORTS BETTING SECTION ON THE ASKGAMBLERS WEBSITE?
Over the years, our focus has been on being there for the players, whether it’s through our expert reviews or our Complaint Service. So whenever we’re planning new features, we think about how they can help our community. Our players have been inquiring about sports betting on our Forum for a while now, and we listened.
Of course, we also did a lot of market research to know what we should focus on next as we continue to grow as an affiliate website, and sports betting came as a reasonable extension of our casino operations.
WAS SPORTS BETTING’S CONTINUED GROWTH TOO HARD TO IGNORE TO GIVE IT A DEDICATED SECTION ON THE WEBSITE OF THE ASKGAMBLERS PORTFOLIO?
As we said, it has been in the works for some time now, so we weren’t ignoring that part of the market, more like assessing how to approach it and provide the best value to our readers.
DIJANA
HOW DO YOU CONDUCT YOUR SPORTSBOOK REVIEWS?
We work with sportsbook experts internally and externally to review the operators we’re listing. Everyone looks at the same features and follows very specific guidelines when researching an operator. We start with checking the licence details, as all sportsbooks that get featured on our website must carry a valid licence from a regulatory body to ensure the safety of all our players. We also look into the number of sports and betting markets they offer, the quality of their odds, and their commitment to security and responsible gambling practices.
CAN YOU EXPLAIN HOW THE BETTINGRANK SYSTEM WORKS?
It works similarly to our CasinoRank system, but of course we’re looking at some details differently than we would at a casino. It’s still a completely objective system that aims to give you a real image of a betting site and help you easily compare it to others.
Our algorithm rates sportsbooks in many categories,
including their bonus offers, number of available payment methods, betting features they offer, player ratings, whether they have the live chat option for contacting support and many others. That’s how we get the final BettingRank for each sportsbook.
CURRENTLY THERE ARE FIVE SPORTS ON THE WEBSITE. DO YOU PLAN ON ADDING ANYMORE?
Of course! In the following weeks and months, we’ll be adding more sports, more competitions and more partners to our Sports section. We started with the most popular sports for bettors worldwide, and we will continue to add other popular sports as we go.
WHAT OTHER PLANS DO YOU HAVE GOING FORWARD FOR ASKGAMBLERS SPORTS AND THE ASKGAMBLERS WEBSITE IN GENERAL?
We’ll be launching even more Sports features to help bettors choose the best operator for their needs, expanding the sports sections and will continue to review sportsbooks, providing the best and the most accurate information to bettors. And we don’t want to divulge too much, but we are planning some features that will be quite different from what other affiliates in this space have.
MAKING THE MOST OF IGB LIVE
Regular contributor Adam Gros breaks down how you can maximise your success at iGB Live and other conferences as an affiliate
Attending events like iGB Affiliate and similar conferences is an essential part of being a successful affiliate, especially in the gambling space. These events are prime opportunities for networking, forging new partnerships and exploring collaboration opportunities. However, to make the most of these events, preparation and strategic planning is key. Based on personal experience and common challenges faced by affiliates, here’s a comprehensive guide to help you maximise your success.
PRE-EVENT PREPARATION
1. Set clear objectives : Define what you aim to achieve. Whether it’s meeting potential partners, strengthening relationships with existing ones or learning about new industry trends, having clear goals will guide your actions and decisions at the event. It’s easy to get distracted.
2. Schedule meetings in advance : One of the most significant challenges is the limited time you have with each partner – typically about 30 minutes. Contact your partners well in advance to schedule meetings. Already think about where you will meet and how much time you will need to come from the location of your previous meeting to the new one. Being late can result in your partners leaving or poorer relationships.
3. Choose meeting locations wisely: Select meeting spots ahead of time. Not all partners will have a stand at the event, so you must get creative. The Affiliate Bar and tables at one of the bars or food venues are an option, but it may be loud or crowded. Also, if your next meeting is on the other side of the venue, you will waste precious time running around.
4. Prepare your materials: Often, conversations steer in a direction where you require at least some data. Have as much as you can on your phone or tablet (preferably offline) – this ensures you can discuss specifics on the spot. If you don’t
ADAM GROS
FEATURES EVENTS
have this, finishing any deal will have to be postponed, significantly reducing your odds of closing a deal.
AT THE EVENT
1. Arrive Early: Get to the venue early to familiarise yourself with the layout and confirm your meeting locations. This can save precious minutes during the day and prevent missed appointments.
2. Be Adaptable: Flexibility is crucial. If a meeting spot turns out to be too noisy, be ready to relocate. Scope out a few alternative spots upon arrival; 30 minutes isn’t long for a meeting and finding a new adequate location on the spot is difficult at best.
3. Follow up immediately: After each event day (or between meetings), jot down key points and action items. Organise your thoughts in black-and-white as soon as possible. Send a follow-up message summarising the discussion and next steps. This helps reinforce the conversation and keeps momentum going.
POST-EVENT FOLLOW-UP
1. Organise your contacts : After the event, categorise your new contacts based on priority and potential. Use a CRM tool to manage these contacts and set reminders for follow-ups.
2. Send personalised follow-ups : Reach out to your contacts within a week of the event. Personalise your messages to reference specific points discussed during your meeting. This shows that you are serious about potential collaboration.
3. Schedule follow-up calls: Since deals often can’t be finalised on the spot, arrange follow-up calls or virtual meetings where you can discuss details more thoroughly.
4. Be persistent but patient: Your contacts might be swamped with follow-up tasks, so be persistent. But also, be patient. We all have a lot on our plates.
COMMON PITFALLS TO AVOID
• Overbooking yourself: Trying to squeeze too many meetings into a short timeframe can lead to rushed and ineffective conversations. Prioritise quality over quantity.
• Booking meetings as soon as the venue opens : There is no way you can catch a meeting that should start as soon as the venue doors open. There is usually a line at the entrance and getting to the meeting spot takes some time.
• Lack of preparation : Not having your materials ready or failing to choose appropriate meeting locations can render meetings ineffective.
• Poor follow-up : Without a structured follow-up plan, potential deals and partnerships can quickly fizzle out. Staying organised and proactive is key.
CONCLUSION
Attending iGB Live and similar events as an affiliate can be immensely rewarding if approached strategically. By preparing thoroughly, staying flexible and following up diligently, you can turn these events into significant opportunities. Remember, the effort you put into planning before, during and after the event will determine success.
Adam Gros at iGB Affiliate in London
DON’T PUT ALL YOUR EGGS IN ONE BASKET
Dan Shannon , Head of SEO and Marketing at CasinoStake.com, speaks with Trafficology about his newest sites, his time in iGaming and tips for new affiliates
YOU’VE BEEN IN IGAMING FOR 15 YEARS. WHY LAUNCH YOUR TWO NEW AFFILIATE SITES, CASINOSTAKE.COM AND SLOT-SCANNER.COM, NOW?
Back 15 years ago, I started as an affiliate. I had a normal job working in a call centre; nothing too glamorous. To make extra money on the side, we were doing affiliate marketing online.
We soon figured out the money was in the gambling industry. At that time, bingo was very popular; you could make a lot of money as an affiliate. That’s how I first came across affiliate marketing. From there, I went into the casino operator side, doing SEO.
Fast forward to now, about two years ago I had a little break from the industry. Then I came back, and the current owners of CasinoStake.com and SlotScanner.com had
never been in the industry before. They were looking to get into the sector and were bringing in people with knowledge and experience. That’s where I’ve slotted in... We’re basically a start-up, but we’re very knowledgeable and we’ve got a very experienced team.
SO EVEN THOUGH THE BUSINESS IS NEW, THE PEOPLE ARE SEASONED...
Totally. It’s people who are well-known in the industry who are working for us. We’ve got top graphic designers, content teams, SEO teams. For a start-up with one or two sites, we’ve got really knowledgeable staff.
IN THE PAST 15 YEARS THAT YOU’VE BEEN WORKING IN THIS INDUSTRY, COULD YOU POINT TO TWO OR THREE MOMENTS YOU CONSIDER TO BE A TURNING POINT FOR IGAMING?
I was mostly based in the UK during my work life in the iGaming industry. Obviously, UK regulation was a massive turning point, because they’re getting tighter and tighter. What we’ve seen in the past three to four years is a lot of people going into different geos, which is a massive change. There are a lot more unregulated markets, as well, now. When I’m doing deals with Casinostake, it’s not just the UK market we operate with; we deal with Germany, Canada, Brazil and we’re dealing with lots of unregulated ones too.
For me, it’s important for our brand identity, who we work for, what type of affiliates we are. Are we affiliates who follow the guidelines and follow the UK model in terms of GambleAware and safety? Or do we go down the route of non-KYC? We’ve tried to stay in the middle, but we stay regulated, obviously, to benefit the gamblers and abide by GambleAware.
I think the most important thing and the biggest thing I’d say to anyone starting this is: you need to put your customer first. It’s very easy to lose focus to make revenue quickly. But that’s not longevity. Longevity should be putting the customer first and understanding the journey of that customer. Because if you understand that, you generate more.
OVER THE PAST 15 YEARS, HOW HAVE THE CHALLENGES AFFECTING AFFILIATE PROGRAMMES CHANGED AND HOW HAVE YOU ADAPTED?
One of the main things in terms of affiliate programmes is you
DAN SHANNON
can spend three or four years building a good relationship with an affiliate programme for them just to close overnight. That is the biggest risk and the biggest issue for any affiliate – the lack of trust. What we’re doing with CasinoStake is working with casinos and sites who have been around for a long time. We’ve done a lot of research on how long their affiliate programme has been open and such. We’ve been using our knowledge to work with people we know. I’m not saying that we’re switched off to working with new start-ups, but I think it’s a massive risk for affiliates because you don’t want to get burned if you put a lot of your eggs in one basket.
I’m in a fortunate situation; we’ve got very good owners who are willing to back this project. But a lot of affiliates are basically starting out from their front room and they haven’t got the budget to take those kinds of risks.
YOU’VE BEEN IN THE INDUSTRY FOR OVER A DECADE. YOU KNOW THE RIGHT PEOPLE NOW, WHEREAS IF A NEW AFFILIATE COMES INTO THE MARKET, KNOWING THE RIGHT PEOPLE IS GOING TO BE A LOT MORE CHALLENGING?
For anyone coming into the industry, it’s getting yourself the confidence to meet people, speak to people who are affiliates. They might not give you the whole how-to, but they might give you some decent advice. Plus, just doing your research. The current providers, how long they’ve been around and then working with them. Starting with that gives you a strong game going forward.
THAT LEADS WELL INTO MY NEXT QUESTION. WITH THE AFFILIATE MARKET BEING SO COMPETITIVE, WHAT ARE SOME TIPS YOU’D GIVE TO AN AFFILIATE SITE TO STAND OUT?
To a new affiliate site, I would say you need to pick a niche. The low-hanging fruit is something that got drilled into me when I started doing my own site on the side; when I started, I went there. I launched a site called FootballBettingSites.com. I wish I kept that now, in hindsight. I was younger and I let that website slide. Then I went to a market called Boku, which is a pay-bymobile solution. I targeted a specific small area of the iGaming industry and dominated those keywords, making my money that way.
One thing you could get lost doing is going after long keywords like ‘best online casino.’ You could be spending money and hours of upir time trying to rank on keywords you’re never going to rank on. I don’t mean that in a in a negative way; but you’re up against bet365, Paddy Power, who have unlimited funds. If you start out and you’ve not got those funds, the best business strategy would be to look at low-hanging fruit.
“You need to put your customer first. It’s very easy to lose focus to make revenue quickly. But that’s not longevity”
Look at a single geo. Don’t go after multiple geos. Target that and once you start ranking for them, once you start making money for them, try to diversify. The phrase ‘diversify or die’ is very important in this industry because you do need to diversify. But to start with, low-hanging fruit, one single geo, then build and build. Like Lego.With CasinoStake at the minute our main two geos are Canada and Germany: that’s what we’re targeting. With SlotScanner, what we’re launching at the minute is a cross-interface programme. It will have a forum so users can go on and leave reviews of casino sites. It is more of a community.
CANADA AND GERMANY, WHAT WAS THE THOUGHT BEHIND THOSE?
I’ve worked in the UK for a long time. What we’ve seen over the past year is those markets are emerging. I built a site in Germany in 2018, 2019 and they’ve done well. We’ve been going to conferences and we’ve been touching bases with operators, most of the things we’ve been asked for is traffic from Germany and Canada. So, the logical plan was to go into Germany and Canada and, so far, it’s doing good numbers, considering we’re only three months old and we’re still sandboxed by Google.
WHAT DO YOU THINK WILL BE THE NEXT BIG TREND TO SHIFT THE IGAMING AFFILIATE MARKET?
AI is a massive talking point at the minute. One thing I’d say to any affiliates currently in the market, especially ones who haven’t got a big budget in terms of content, is a few of them will be using a ChatGPT for content. I understand why; it’s free for one and you can get content that’s good. But Google and Google spiders do not like that. It’ll pick up on non-human content.
Keep a close eye on AI in terms of SEO, in terms of affiliate sites. I’d still recommend using human content moving forward and just using ChatGPT and AI for informational reasons – resist copying and pasting stuff onto your site because, in the end, human content is always better than AI content at the minute. I do think that will change moving forward. I think Google will interact with ChatGPT and that’s going to be the biggest change moving forward.
PUTTING THE DATA IN THE DRIVING SEAT
Alexia Gauci, B2B Sales Manager, offers insight into ReferOn’s new educational seminars, LatAm expansion plans, and why harnessing data is such an invaluable tool for operators & affiliates
YOU RECENTLY COMPLETED YOUR FIRST EDUCATIONAL SEMINAR WITH REFERON INSIGHTS. WHAT WERE SOME OF THE TOPICS YOU DISCUSSED, AND WHAT WAS IT ABOUT THESE TOPICS THAT MADE THEM IMPORTANT TO TEACH OPERATORS?
During our first educational seminar with ReferOn Insights, we covered several critical topics on enhancing affiliate marketing strategies. We explored ReferOn’s unique features, focusing on its comprehensive dashboard metrics and statistics, which are essential for operators to make informed decisions and optimise their performance. We also delved into actionable insights for identifying top-performing affiliates, customising reports and leveraging API integrations for advanced reporting.
THROUGH TEACHING OPERATORS WITH REFERON INSIGHTS, HAVE YOU LEARNED ANYTHING FROM THE SESSION YOURSELF?
Teaching our operators with ReferOn Insights has been a fantastic learning experience for us. One key takeaway was the invaluable feedback from operators about their specific needs and challenges. This feedback is crucial for us to continue improving our product.
I learned that while operators appreciate ReferOn’s advanced features and flexible analytics, they are looking for even more streamlined reporting tools and enhanced integration capabilities. Hearing from customers who have used ReferOn for a while was incredibly insightful. They shared practical tips and first-hand success stories, highlighting the platform’s strengths and areas for
ALEXIA GAUCI
improvement. This valuable two-way exchange of knowledge enriched the seminar and underscored the importance of staying attuned to our users’ evolving needs to push the boundaries of what ReferOn can achieve.
REFERON ALLOWS USERS TO ADD CUSTOM VARIABLES. WHAT ARE SOME COMMON VARIABLES AN AFFILIATE MAY ADD AND WHY?
ReferOn’s ability to add custom variables is a game-changer for affiliates, allowing them to tailor their tracking to specific needs and gain deeper insights. This in turn helps affiliates understand where their traffic originates, compare different campaigns and tailor content for various devices. Additionally, geolocation and user segments enable more precise targeting and personalisation while tracking conversion types, optimising strategies and maximising engagement.
YOU PLAN TO EXPAND INTO LATAM THIS YEAR. HOW DOES THE AFFILIATE MARKET DIFFER IN LATAM FROM OTHER AREAS, AND WHAT DOES IT LOOK LIKE IN EMERGING MARKETS LIKE BRAZIL?
Expanding into the LatAm market brings new opportunities and challenges compared to other regions. There is also a significant emphasis on localised content and payment methods in these emerging markets. Affiliates must adapt strategies to accommodate local languages, cultural nuances, and preferred payment systems such as Boleto Bancário. Additionally, the regulatory landscape in LatAm can
be quite diverse and is still evolving, requiring affiliates to stay informed and agile.
WHAT DO YOU HOPE TO ACHIEVE IN LATAM, AND HOW DO YOU PLAN TO ACHIEVE IT?
Our approach includes providing language support, localised content and region-specific payment solutions to cater to local preferences. Forming strategic partnerships with local influencers and digital marketing agencies will expand our reach and offer valuable market insights.
Offering comprehensive, localised support and training is crucial to success, enabling affiliates to maximise ReferOn’s features. Staying updated with LatAm regulations and ensuring compliance will help build trust and navigate potential legal challenges. By implementing these strategies, I am confident we can drive significant growth and engagement in the LatAm market, establishing a strong presence and fostering a robust community of affiliates and operators.
MORE GENERALLY, WHAT ARE YOUR GOALS FOR 2024?
As for our goals in 2024, we are dedicated to expanding ReferOn into new markets and significantly growing our network. Our focus is on substantially increasing our client portfolio, and this year is all about executing our strategic plans and actions, which have already shown impressive results.
Additionally, we are committed to continuously updating and enhancing our platform with new and improved features. Our ultimate aim is to establish ReferOn as the leading affiliate platform in the market, making this our paramount goal for the year.
IN FOCUS: MIOMEDIA
Discover MioMedia: The innovator of online gaming excellence
MioMedia Affiliates has become one of the most innovative and active affiliate program specialists since launching three years ago.
Ask the MioMedia Affiliates team if they are enjoying life in Cyprus and Malta where the company has offices, and the answer will come back in the affirmative. But that is not because of the great weather and lifestyle that those islands provide, although that helps of course.
Instead, since launching three years ago the casino affiliate program provider has established strong connections with more than 5,000 affiliates to become one of the most respected affiliate programs throughout the online gaming community.
With this in mind, what are the key features of MioMedia’s affiliate programs?
PROFITABILITY AND TRANSPARENCY
First and foremost MioMedia strives to create beneficial and profitable partnerships where there is trust between all parties. The company does this by providing partners with dedicated affiliate managers who will help them with the onboarding process and all the tasks that go with it.
Just as important is transparency. MioMedia’s platform is provided by ReferOn: It produces comprehensive yet flexible dashboards that consolidate all statistics, data and accounts to provide a single, easy-to-access view of all key metrics and data. This state-of-the-art reporting structure allows affiliates to track all their activities and monitor where they are performing strongly or which areas might need more focus.
In this regard, MioMedia ensures all topics are covered: From high commission models to customised offers that are coordinated with specific campaigns, the team makes sure communication channels are always open and partners can find answers and solutions to all their questions.
KEY BRANDS
MioMedia, launched in 2021, proudly operates five brands: MyEmpire, Neon54, Slotspalace, and the latest additions, RTbet and Malina Casino. Since we covered the first three brands in a previous issue, let’s dive into the exciting details about our newest members!
RTbet is your ultimate destination for thrilling sports betting and slot games. Launched in June 2024, RTbet has quickly become a leading sportsbook operator with innovative gamification features and diverse betting options, including darts, golf, curling and horseracing. Our unique approach, featuring totem-like characters and achievements, has significantly boosted player engagement. With rapid revenue growth and increasing player registrations, RTbet’s effective marketing and exceptional customer service make it a standout in the industry.
Malina Casino is your ultimate online sportsbook and casino destination! Enjoy a wide range of sports and betting markets with unbeatable odds. Dive into thousands of pre-match and live sporting events and explore a game library featuring the latest releases from top providers. With cutting-edge technology and a sleek design, Malina Casino offers an unparalleled gaming experience. Whether you love sports betting or casino games, Malina Casino has something for everyone. Experience the excitement and innovation that sets Malina Casino apart in the world of online gaming!
FLEXIBILITY
The MioMedia team offers fully flexible commission models: revenue share, CPA or hybrid agreements - so partners can choose which deal is best suited to their needs.
All this activity is supported by a state-of-the-art tracking system that tracks clicks per specific country (‘per geo’), publishes timely and easy-to-read reports and sets up fast and dynamic variables and postbacks for partners.
The MioMedia team is composed of highly skilled professionals. Helen - Head of Affiliates - helen.r@miomedia.com
