GPWA Times Magazine - Issue 52 - March 2021

s the iGaming industry has evolved, affiliates have needed to make quicker decisions to optimize their content and convert high-value players for operators. But that can be difficult if they’re not supplied with a platform that provides them with real-time data. Using data, affiliates can understand which brands are performing best and how users are interacting with them to continue providing cutting-edge content to users and funnel them to exciting new brands. With 20 years of offering market-leading iGaming affiliate software, services and digital marketing solutions, Income Access has a long history of working with affiliates to great success. Bearing that in mind, and with help from our Affiliate Management team and the expertise of affiliates we partner with, we’ve put together insights to describe how affiliates effectively use data and why it is paramount for them to get the most out of their campaigns. BETTER UNDERSTANDING OF THEIR AUDIENCE All affiliates are looking for high-quality traffic, which is the selection of users who would resonate with the brand being offered and who are most likely to convert. If affiliates are provided with robust data on a platform where they receive it in real-time, they will have an easier time targeting the right demographics for them. Tero Päivärinta, Head of Accounts at leading affiliate Cashmagnet Ltd., feels that “when using relevant and timely data, affiliates can move the brands around on their website more efficiently, finding the right place and page where the clicks are turning into first-time depositors.” Paul Torzel, Founder at fellow affiliate, added to this idea, mentioning affiliates “check their stats on a daily basis and make decisions based on conversions and ROI. We have seen that by analyzing data we can improve our conversions as we are able to give more exposure to brands that convert better or provide a higher return.” Having a platform that supports server-to-server pixels and provides real-time data is crucial in today’s iGaming world. As new markets emerge and affiliates attempt to connect with those audiences, having that data will be vital for them, as they hope to quickly understand their audience and provide them with content that meets their expectations. If they’re only provided with weekly or monthly reports, their ability to optimize effectively is greatly reduced. CREATE MORE OF WHAT THEIR AUDIENCE WANTS When looking at what brands to work with, what is being offered by operators is naturally an important determining factor for affiliates, whether it’s the product itself or deals being offered to players. Affiliates will be aiming to add brands that match the standards of what they currently recommend to their audience. Torzel affirmed this, saying that “the most important things we look for when agreeing to a new partnership are the product, affiliate commission and the product welcome offer.” When affiliates are presented with an interesting brand, partnered with transparent commissions and a variety of offers to engage users, they can more easily convert users. Content is king and it is also what will keep users engaged and returning to the affiliate site or app, whether it is the product Points If affiliates are provided with robust data on a platform where they receive it in real-time, they will have an easier time targeting the right demographics for them. 33 G P W A t i m e s . o r g