This year’s World Cup offers yet another big opportunity for sportsbooks to try to turn casual punters into regular bettors. However, as our round table on p40 explores, a perfect storm of factors has unfolded since the last tournament four years ago. It’s one that has necessitated a marked change of strategy on behalf of both affiliates and operators this time around.
We lead this issue with an exclusive interview with ThePOGG. He tells us about his timely attempt to bring small and mid-sized affi liates together to protect themselves not only against the questionable practices of rogue programs, but also the forces reshaping the wider sector, from consolidation to advertising compliance (p26). Being held responsible for the marketing activities carried out on their behalf by affi liates has of course been cited by a succession of big operators (most recently 888 and LeoVegas) as being behind their decision to cull the number of partners they work with.
According to this year’s iGB Affi liate Survey, a sneak preview of which is on p37, the mean percentage of operator revenues generated by affi liates in 2017 was 32%, down from 37% the previous year, indicating a decreased reliance on the channel among operators.
Elsewhere in the issue, we turn our attention to Scandinavia ahead of our Nordic Affi liate Conference (see p31 and p35). With Swedish authorities now pushing hard to keep the market opening on track for 1 January, 2019, the opportunities for stakeholders in this valuable re-regulated market will inevitably be the main focus of the discussion at this year’s event.
See you in Copenhagen!
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The Pogg on why it's time for small and mid-sized affiliates to stand together
- Regulatory changes and sign-up promotions
- iGB Affiliate Survey: a challenging 12 months
- Round table: World Cup strategies
- How we learnt to win at crypto
- Africa: dig for opportunities and strike gold
- Data centre, including EU regulation, H2 Asian Dashboard