GPWA Times Magazine - Issue 22 - October 2012

codes. With this strategy, an operator would set up a unique SMS code for a specific affiliate and provide it to use as a marketing tool. When players text this code, they would receive a promo- tion, which would track and be credit- ed to the affiliate’s account. It has been shown that mobile gamers respond fa- vorably to this sort of approach due to its simple implementation and target- ed manner, coupled with the easy ac- tion step of sending a text. Dedicated SMS codes can be used for both online and offline marketing initiatives. This provides you, as an affiliate, increased flexibility when it comes to reaching the audience you want. Unique promotion codes With the rise in smartphone usage and the convenience of accessing Wi- Fi hotspots, the gap between offline and online is thinner than ever before. With unique offline promotion codes you can narrow this gap even further. Like dedicated SMS, this can involve an operator setting up a unique pro- motional code for an affiliate which players must input to receive the ac- tual promotion. As an affiliate, when you have a unique promotional code, you di- versify your marketing and leverage traditional offline marketing chan- nels such as print, radio, television, local associations and clubs, as well as the more modern channels such as QR codes. You are no longer limited to online channels of communication and can cross-market to areas where your target audience would likely be. You can also undertake particularly effective geo-targeted approaches to using your offline code. Thanks to your code, all of your advertising is trackable, so your efforts can tran- scend the ordinary. Affiliate-powered incentives As an affiliate, you could offer an in- centive to your audience that rewards them for a desired action. This can include running a promotion offering a cash incentive, gift prize or similar incentives as a loyalty reward. By run- ning your own incentive promotion, you will show your players that you appreciate their repeat business and value the relationship you share. Free-play game offerings When buying something, would you prefer trying it out before actually parting with your money? With the wide array of gaming offerings avail- able on the Net, a large number of players feel that way. If you are pro- moting a strong product, ask your af- filiate manager if he or she is able to provide a free-play version to use as a “Dedicated SMS codes can be used for both online and offline marketing initiatives. This provides you [with] increased flexibility when it comes to reaching the audience you want.” 27 Breaking the mold: How creative promotions can benefit affiliates