Affiliate partnerships have become a mainstay for online casino operators wanting to maintain and expand their user reach. And an affiliate partnership that is maximizing its potential provides the foundation for a steady and sustainable expansion, and ultimately higher Return On Investment (ROI).
There are nuances to an affiliate partnership and certain strategies and produce an effective and successful relationship that keeps both the affiliate and the operator happy, motivated and importantly, profitable. Here is how operators can get the most out of affiliate partnerships in the iGaming space.
Key ROI Metrics Operators Need to Track and Understand
Tracking ROI is the first strategy operators need to get right. But what ROI metrics must be looked at and why? The most important metrics are:
Customer Acquisition Costs: The total cost of acquiring a new player. This includes dividing the marketing costs by the number of new customers. Without this number, operators cannot identify a key part of their budget.
Lifetime Value: The total profit operators can project from a single player over the lifetime of their account. Higher LTV will signal a more valuable player.
Conversion Rate: The percentage of visitors who complete an action on your website that you deem valuable, such as making a first time deposit or signing up for an account.
Return on Ad Spend: The profit from every dollar spent on advertising. This helps measure a campaign’s effectiveness in driving leads.
Churn Rate: A good indicator of retention rate. Churn rate is the percentage of players who don’t play over a certain time frame. The less players who stop, the lower the churn rate.
How to Build a Partnership
Communication and transparency is key to any relationship, and an affiliate partnership is no different. On the operator’s side, the affiliate program must offer very clear details from the start including commission structure, payment terms and marketing rules.
Once the key guidelines are in place for affiliates to learn about the program and how to sign up, operators must offer ongoing transparency and support for affiliates. How do they do this? The most common is a dashboard view that the affiliate can log in to whenever they wish. This gives them immediate and constant access to all of their data. This allows them to understand how their efforts are paying off, in real-time.
Affiliate Manager
Building a strong partnership includes having a dedicated person for affiliates to contact in the event that they have questions or concerns. Particularly an experienced manager who understands the industry and has dealt with a number of affiliates before.
But they don’t just field issues. Affiliate managers also play a crucial role in fostering a positive partnership with all affiliates interested in their program and know how to nurture the partnerships whether they are high value or not.
At Casinor, we look for partnerships with operators who offer flexible commission structures, whether it’s Cost Per Acquisition (CPA), revenue share, or a hybrid model,” says Anders Nygaard, Partnership Manager at casinor. “This allows us to personalize our approach based on the operator’s growth goals and audience engagement, ensuring a win-win for both. We also value transparency, on-time payments, and the ability to access real-time performance data to optimize our results.”
How to Boost Conversion Rates
While operators can’t help affiliates convert, they can provide support that can help them make the most of their efforts. By offering affiliates high quality logos and images to use, exciting promotions to market and consistent check-ins, operators are allowing them to showcase the very best side of their iGaming offerings. So by affiliates showing premium operator services, operators are more likely to get new and repeat customers.
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