This issue we look at how more affiliates are putting product at the centre of player engagement and retention. There are many factors driving this, including the jurisdictional curtailing of free bets and bonuses across Europe. Also an understanding of the growing need to make a difference in the valuation chain beyond just bouncing on first-time depositors, which naturally involves finding ways of keeping players within their ecosystems for longer (see p37).
The affiliates leading this drive are also those well advanced in the building of brands that the audience - and Google - know and trust. On p43, Nick Garner look at what sets destination brands and so-called ‘thin’ affiliates apart, while Andy Scott from Digital Fuel (p29) also looks at how content has been the cornerstone of successful brand building by sites such as Oddschecker, AskGamblers and Bettingpro, regardless of their underlying model.
We also feature a number of contributors from the stellar speaker line-up at our forthcoming Lisbon Affiliate Conference. Look out for the black speaker boxes at the end of articles for details of when and where to catch them.
See you there!
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How the turn to tech is evolving the affiliate-operator model
Highlights from the issue include:
- Technology for a scalable affiliate programme
- The human factor in content marketing
- Cover story: The product age
- Industry insight: Keith Camilleri, Pragmatic Solutions
- The Income Access Affiliate Survey 2018