This presentation was presented on "Mobile and Tablet Gambling Conference", London 21. November 2012. The presentation outlines how to successful engage affiliate partners to drive traffic to your products with a 360' transparency, allowing for traffic growth on web, mobile web, mobile apps, web apps, social apps etc. I have identified an "affiliate toolkit" that will give the affiliates the correct ways to integrate and promote gambling products for casino, bingo and sports betting. This toolkit should encourage gaming operators to move from low yield banners to high impact integration.

1. Mobile and Tablet Gaming Summit
London 21-22 November 2012
Affiliates in the mobile market
Adding Customer Value with
mobile and new technology affiliates
Henrik Mandal
Twitter: @hmandal
Email: henrik@kyoogi.com
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2. About
“I got my first Android phone in March 2009 and it
was extremely hard to find any good mobile games I
could play.”
• Started Kyoogi in 2009 to make it easier for users to find quality gaming
operators directly on mobile devices.
• Our first mobile casino affiliate portal app was launched on December 18.th
2009 – it received 60.000 downloads the first 3 days from major app stores
• Our first M-web mobile odds comparison and live score was launched May 11.th
2010 - first mobile deep linking comparison solution in the market
• Today we run a sophisticated mobile affiliate platform used by ourselves, other
affiliates and media partners who wants to drive mobile players

3. Affiliation at a glance
A Customer Acquisition tool for gaming operators
• Targeting new customers* (New Deposit Customers)
• Affiliates must only focus on customers who are not registered by the operators
• Affiliates are reimbursed on CPA or Net Hold Commision from players
 But only players who are registered from the affiliate (Acquisition)
• Affiliates primary use Search Engines, Forums, Social Media and organic
methods for driving traffic
* Reactivation of lapsed players are also offered from selected gaming operators

4. New Affiliate Entrants
New technologies opens for a broader affiliate base
• Existing Gambling Affiliates
• Offer a mobile presence for a fast growing mobile segment
• Already have traffic and user DB from web presence
• Other Industry Affiliates
• Retail, Ticketing, Games, Supporter Clubs, Fantasy Games
• Already have traffic and user DB from web presence
• New technologies Affiliates
• A new market service (social gaming, livescore, community etc.)
• Superior listings in app stores and master ‘app discovery*’
* Apps not just mobile device specific, but also quickly growing no web (chrome web store, Facebook apps.
Sporify apps, Firefox Extentions, Opera addons etc

5. Variety of Apps
Web Apps

6. Variety of Apps
Social Apps

7. Variety of Apps
Browser Apps

8. Variety of Apps
Server Apps

9. 360 Channel Transparency
Players are everywhere…. And play everywhere!
1. DESKTOP
- Website (rendered in a desktop browser)
2. MOBILE DEVICE
- M-Web (rendered in a device browser)
- Apps (must be downloaded and installed on the device)

10. The Analytics

11. M-web / hybrid / native
The platform of choice strictly dictates your marketing
and how people find you
Livescore.com
Desktop M-web Native

12. M-web / hybrid / native
Affiliate Mobile Strategy
M-web
Hybrid
Native
Not sure how
* Affiliates survey. August/September 2012

13. Affiliate tools
What tools would you need to be successful
with your mobile strategy
* Affiliates survey. August/September 2012

14. Business Model ?
What services can you provide to Gaming Operators
Acquisition
Reactivation
Retention
Development
Sportbook Casino Bingo
* Affiliates survey. August/September 2012

15. Creating Customer Value
Affiliates wants to take larger part in creating
Customer Value for gaming operators

16. The affiliate toolkit
Simple/Auto Mobile
Deep links Tracking Multilingual
Registration Deposits
Promotions XML Feed JSON Feed Creatives Banners
M-web Landing
Widgets Java Script API Reports
Pages
Email Reviews
Push Forums
messages
VIP Livescore
SEO Live Odds
Proximity
App Stores Promotions
Gaming Operators Affiliates

17. What to consider
“Affiliates are GURU Webmasters and Marketers!”
• Affiliates want to heavily market and promote your products if provided the right
toolkit
• They build customer centric applications (apps, m-web and websites) to gain
loyalty and high user frequency
• Traditional Web is being replaced by ‘App Centric’ strategies
• Gaming Operators should review their affiliate strategy to meet a new breed of
affiliate entrants

18. Questions or Comments ?
Thank you for listening
Henrik Mandal
Twitter: @hmandal
Email: henrik@kyoogi.com
Web: http://www.kyoogi.com
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