What challenges has the affiliate sector had to overcome as a result of the Covid-19 crisis? How do you think the industry has responded?
It’s no secret that, just like the rest of the global economy, our industry is currently navigating unchartered territory. The pandemic has had an impact on commercial activities across the board, with land-based and retail outlets experiencing the strongest effect of all.
While the online market has not been as adversely affected, there has still been an impact on affiliates. The affiliate market is a small world, so it has been hit particularly hard by the reduced opportunities for in-person networking caused by the cancellation of trade shows. Luckily, we've been able to keep working with the iGB team to help us continually generate new leads and partnerships, which has been important for us.
Nevertheless, we had to demonstrate agility in the face of unprecedented circumstances by immediately implementing a work-from-home policy and strengthening our core team with important new hires, among other things.
How much influence do operators have on their marketing partners in the affiliate sector?
It’s a two-way process. Affiliates should stay responsive to their partners, but operators must also listen carefully to the feedback provided by colleagues in the affiliate sector. Get that right, and your commercial relationship will be of strong mutual benefit.
Affiliate managers need to cultivate an open and ongoing dialogue with operator partners on the performance details of a particular marketing campaign. It’s up to us in the affiliate sector to suggest creative ways of improving the campaigns’ revenues and KPIs even further, or offer solutions for improvement if any issues are noticed.
What are the main barriers, regulatory or otherwise, that affiliates must overcome to enter new markets?
The single most important asset for those entering a new region is an intimate knowledge of the market in question. That means site localisation, offering providers and games that match closely with local preferences, and going above and beyond to meet the jurisdiction’s regulatory requirements.
An affiliate’s capacity to obtain the necessary certifications for a new market entry depends on a number of factors. Compliance guidelines will hinge on the nature of your product, the territory you are entering and the regulatory authority that monitors it.
Of particular relevance to affiliates are the increasingly restrictive regulations around advertising, with a host of regulated markets now tightening their rules. These stricter requirements make entering the market harder. Adversity stimulates creativity, though, and I’m confident that our industry will rise to the coming challenge.
Finally, can you tell us a bit more about the most recent additions to your multi-brand portfolio?
247Partnersis a cutting-edge affiliate platform boasting a varied portfolio of unique brands. We recently added a new pair of online casinos, which are already proving hugely popular.
We launched the first one, MGA-licensed AmunRa, back in May. Themed around ancient Egypt, it provides a diverse selection of immersive casino games from some of our industry’s best-known suppliers. Customers are welcomed with a bonus package worth up to €1,000, and our VIP scheme sees players collect Egyptian gods which are redeemable for bonuses and other prizes.
Next up was the Curacao-licensed 7Signs, launched to great acclaim in July of 2020. Players enjoying the site can pick from a choice of seven welcome bonuses, as well as lucky avatars that will take their gaming experience to the next level. Throw in world-class VIP rewards, collectible coins which can be exchanged for numerous bonuses and specials, and it’s clear why 7Signs has made such an impressive start.
This Q&A was conducted by our sponsor, 247Partners, and does not represent the views of iGBaffiliate.com.
