At the Berlin Affiliate Conference (BAC) this year, we caught up with affiliates, operators and our peers to discuss iGaming affiliate marketing and where it’s heading. Visit my blog post on our Content Hub or check out the SlideShare below to find out more about my 5 key BAC takeaways: 1. Affiliates prioritise data and transparency 2. Affiliates are looking to enter new markets 3. Affiliates are consolidating 4. Affiliates value transparency 5. Affiliates are evolving their commercial models

1. 5 Hot Topics from the
2016 Berlin Affiliate Conference
Allan Petrilli
Head of Affiliate Services
Income Access Group, A Paysafe Company

2. TA K EAWAY
#1

3. Affiliates prioritise data and accessibility
Statistics provide affiliates with the information they need to monitor their
performance and evaluate their progress, as well as gain insight on how to
improve. As many affiliates promote upwards of 10 brands on each of their sites,
having a centralised login for access to multiple brand statistics is ideal for all
affiliates.
KEY TAKEAWAY: We offer a free tool called CentralSTATion where
affiliates can see top-level data for all their brands in one dashboard.
Find out how to become part of CentralSTATion by contacting me at
allan@incomeaccess.com

4. TA K EAWAY
#2

5. Affiliates are looking to enter new markets
As we know, established markets and the UK market in particular, have seen
continuously rising competition and costs to market. Affiliates, like operators, are
exploring emerging markets that represent a new opportunity to grow their
businesses.
Big, well-established affiliates were interested in understanding the options for
entering the US market, as they have large amounts of traffic that they are
looking to monetise. Meanwhile, smaller or newer affiliates were tending to focus
their efforts on Eastern Europe, Germany and Scandinavian countries, with a
small but significant cohort looking at Asia.
KEY TAKEAWAY: Affiliates are nimble marketers and experts in
adapting strategies to have the biggest impact. As you expand into
new global markets, affiliates represent an important strategy to
help your brand grow and penetrate new markets. Engage your
affiliates to ask them what their strategies are and if they’re
focusing in new markets. There may be a lot of knowledge they can
share!
“Our recent survey found that
37% of affiliates are actively
promoting a regulated American
brand”
- Sarafina Wolde Gabriel via
iGB Affiliate*
*http://www.igbaffiliate.com/maga
zine/winning-white-label-octnov-
2016

6. TA K EAWAY
#3

7. Affiliates are consolidating
Affiliate consolidation is continuing in the iGaming industry with many large affiliates
employing acquisition strategies to grow market share and revenue. The biggest
examples as of yet are Catena Media, who purchased AskGamblers and Right Casino,
among others. Affiliates are seeing the value of partnering with other affiliates to give
themselves a stronger footing in negotiations with operators and to be able to deliver
large volumes of quality traffic.
KEY TAKEAWAY: Creating stronger relationships with affiliates can
widen your reach to new traffic, and you can create more depth and
loyalty within these larger affiliate partnerships.
“Affiliates are no longer home-
based, part-time workers. They
are now limited companies, with
sophisticates tax structures and
independent finance, HR,
marketing, advance insight and
analytics teams”
- Lee-Ann Johnstone via
iGB Affiliate*
*http://www.igbaffiliate.com/maga
zine/winning-white-label-octnov-
2016

8. TA K EAWAY
#4

9. Affiliates value transparency
Affiliates, like operators, want to work with partners who create a sense of trust.
Affiliates are tending to focus their energy on well-established operators or those
who have been recommended by their peers. As new brands enter the market,
affiliates are taking a much more thorough due diligence process.
The key things that affiliates will be evaluating most closely are:
• Friendly terms and conditions
• Timely payments
• Transparency on stats
• Enriching content and offers
KEY TAKEAWAY: Evaluate your current processes and see where
there may be room for improvement. Providing affiliates with the
data that allows them to evaluate their own success will create
higher engagement with your brand.

10. TA K EAWAY
#5

11. Affiliates are evolving their commercial
models
As the cost of acquiring traffic increases, affiliates are continuing to shift their
commercial models to CPA, hybrid, or straight flat fee deals. The biggest
contributing factor to this shift is a lack of transparency on how net gaming
revenue (NGR) values are calculated. Sportsbook affiliates, for example, are now
asking for commission rates at upwards of 40-45%, much higher than industry
norms from 1-2 years back.
That being said, many affiliates will accept performance-based deals with an
operator that has proven their ability to convert and keep players, and that is
highly engaged with their affiliate programme.
KEY TAKEAWAY: Identify ways to maximise player conversions by
evaluating and investing in strategic landing pages, strong CTAs and
a streamlined customer journey, as well as consistent and engaging
content for players.

12. THANK YOU!
For more information,
please feel free to reach out:
Email – allan@incomeaccess.com
Twitter – @AllanP_IA