Partner Programs in Gaming: New Trends and Current Formats

Why This Kind of Advertising is Important

Such a tool allows operators to attract high-quality traffic with minimal risks and a high conversion. Thanks to this, project owners can develop their businesses, save on promotion, and gain customers.

Benefits of working with partners:

1. Effective user acquisition. Gaming is a rather competitive niche, and traditional marketing techniques (for example, contextual advertising) can be expensive and not always productive. Affiliates help entrepreneurs attract traffic through proven channels, which provide a good conversion.
2. Budget optimisation. There are various cooperation models with flexible payment methods depending on the results.
3. Audience trust. Partners use their resources (sites, blogs, streams, or social networks) and already have loyal clients. If a player sees a recommendation from a familiar influencer or webmaster, then he is more likely to register and start placing bets.
4. Flexibility and wide coverage. Special programs help operators attract customers from different countries, adapting entertainment content to cultural features and legal restrictions.
5. Variety of promotion channels. Affiliates use SEO, traffic arbitrage, social networks, push notifications, email newsletters, etc. This provides wide audience coverage and allows the testing of many strategies.
6. Durable relationship with players. Partners are interested in attracting those gamblers who will remain active for a long time. This is beneficial for both casino owners and webmasters.

New Trends in Affiliate Services

In recent years, such solutions have undergone significant changes, adapting to the latest tendencies and market needs.

Let us consider the most well-known phenomena.

Dynamic Payments

Traditional formats of the calculation of remuneration, for example, CPA (Cost Per Action) or RevShare (percentage of the profits), are increasingly giving way to dynamic transfers.

In this case, the amounts depend on several factors:

1. Geography and quality of traffic. Attracted users from countries with impressive LTV (Lifetime Value) rates are valued more than those from regions with poor solvency. The highest rates are set for players from France, Germany, Great Britain, and other European states.
2. Audience behaviour. The level of remuneration is affected by the size of deposits, frequency of sessions, activity, and other individual metrics.
3. Traffic conversion. This is the efficiency of turning clients into active players. The indicator is quite important because it can be used to evaluate the results of advertising campaigns.

The use of dynamic payments gives operators the main advantage — flexibility. Besides, entrepreneurs do not overspend for unprofitable customers.

Multi-Level Reward Schemes

Such programs provide additional incentives for attracting sub-partners or achieving specific results. Project owners can focus on the number of registrations, conversions, average checks, and other metrics.

The cooperation framework includes:

1. Basic prize. Money can be paid for each new client, click-through, provision of contact information, etc.
2. Bonuses. They are awarded for meeting the benchmarks, such as an increase in the amount of deposits or engagement of sub-partners.

Multi-level schemes encourage affiliates to develop their networks more actively and find interested customers. All this increases the program’s overall effectiveness.

Focus on Mobile Traffic

The percentage of visits to iGaming projects through desktop sites and applications for smartphones is approximately the same. Over time, as experts predict, the market will shift towards personal gadgets, so entrepreneurs should take this into account.

Today, affiliate services are increasingly targeting mobile traffic by performing the following tasks:

1. Prioritisation of iOS devices. Owners of Apple products demonstrate higher LTV rates compared to the clients of other brands.
2. Application optimisation (ASO). Such actions increase the visibility and attractiveness of casino platforms in the App Store and Google Play.
3. Integration with tracking platforms. The use of software provides a quick analysis of player actions and the effectiveness of advertising campaigns.

Concentration on mobile traffic allows partners to find their target audience and increase the conversion of entertainment projects.

Gamification

The use of special mechanics is penetrating all business areas, and the casino niche is no exception.

The introduction of gamification increases the audience’s loyalty, motivating people to stay on the digital platform longer, spin the reels, and place big bets. Not only can participants compete with each other, but partners can also do so, which has a good economic impact.

Main examples of how the tool can be used:

1. Competitions between affiliates. Webmasters receive rewards for the best conversion, maximum number of registrations, etc.
2. Loyalty systems. Programs provide for the accrual of points for activity (they can be exchanged for incentives).
3. Quests and missions. Partners can take part in multi-level tournaments with additional prizes for each achievement.

Multichannel

To attract gamblers, affiliates use a wide variety of sources, including:

1. Social networks. Companies tend to target the audience from TikTok, Instagram, and YouTube Shorts.
2. Messengers. Good coverage is provided through the promotion on Telegram and WhatsApp. It can be explained by the loyal attitude towards betting on the part of administrations of these apps.
3. Streaming platforms. They are suitable for direct interaction with consumers and rapid growth of Internet traffic.

The focus on multichannel allows operators to reach more customers and quickly adapt advertising strategies to different digital resources.

The Use of Innovations in Affiliate Marketing

Among modern technologies, it is worth highlighting the following:

1. Big Data. A massive set of information and machine learning algorithms help personalise partner services, automate current tasks, and analyse the effectiveness of promotion campaigns. The use of these tools allows entrepreneurs to more accurately predict user behaviour and optimise the offer to meet client demands.
2. Blockchain. Distributed ledger technology ensures transparency and transaction security. It is also responsible for the decentralised operation of the system and protection against fraud.
3. Artificial Intelligence. Like Big Data, AI helps analyse and anticipate the actions of players. This increases engagement indicators, which directly affects the KPI of gambling platforms.

The introduction of innovations increases trust between operators and their partners.

Thanks to modern tools, it is possible to:

• track each stage of interaction;
• provide detailed reports on key indicators (clicks, registrations, and deposits);
• integrate CRM services (for centralised storage of information and minimisation of errors).

Current Formats of Content

Let us consider which solutions are most in demand when it comes to partner programs.

Video Clips

They continue to dominate in the attraction of the audience.

Good results are given by the following techniques:

1. Demonstration of bright emotions. It is important to show the sincere joy of clients when they win. This increases the gamblers’ trust and engagement metrics.
2. Stories with the confirmation of victories. The presence of shots where people receive money in their accounts increases the credibility of advertising.
3. The use of female images. Thanks to this, it is possible to quickly attract and retain male customers for a long time.

Cooperation with Influencers

Partnership with opinion leaders helps casino owners achieve closer involvement of the target audience. Recommendations from bloggers and streamers increase trust in iGaming brands and, subsequently, their profits.

Personalised and Interactive Content

Among individual recommendations, it is worth distinguishing the following:

• games;
• incentives;
• promotions;
• payment solutions.

The provision of such content increases the audience’s loyalty and emphasises the operators’ reliability.

The interaction between entrepreneurs and partner brands can be personalised. Cooperation is built on the same principle: each affiliate receives a set of tools and incentives that make it possible to achieve the largest volumes of high-quality Internet traffic.

Adding interactive content promotes active interaction with clients and increases their engagement. For these purposes, game mechanics, surveys, quizzes, and other mechanics can be used.

Native Advertising

Creating ads that are organically integrated into the main content makes the promotion much more effective. The method is useful both when driving traffic and working with already registered gamblers.

Taking Cultural Features into Account

Differences in traditions, values, and the perception of casino entertainment in different regions require the development of a marketing strategy.

Nuances that should be considered:

1. Adaptation of the content to cultural standards. What is acceptable in one country may have negative connotations in another. Symbols, colours, and images sometimes mean completely different things. Therefore, it is recommended that iGaming products be carefully analysed and adapted to avoid misunderstandings.
2. The use of domestic channels. The decision to determine which platforms are most in demand in a particular region helps entrepreneurs effectively allocate resources and quickly achieve their goals.
3. Sensitivity to religious and social values. In some cultures, casino solutions may be perceived negatively for these reasons. It is important to be respectful and careful not to offend the feelings of the local population.

Taking cultural features into account, companies can build trust with clients, gain their support, and win recognition at the international level.

The Main Things about the Future of Partner Programs

Key aspects that operators should consider:

• The tool allows you to attract users with minimal risks and high conversion. Thanks to it, operators can save on advertising, scale their business, and get a stable flow of players.
• Among the trends in this kind of marketing, we can name dynamic payments, multi-level reward schemes, and gamification. Experts focus on mobile traffic and multichannel promotion.
• Special requirements are made for affiliate content. Personalised and interactive materials, video clips, as well as collaborations with opinion leaders, are on trend right now.

The Gaminator studio offers its clients 3 basic versions of gambling systems for:

• land-based halls;
• desktop sites;
• mobile devices.