GPWA Times Magazine - Issue 52 - March 2021

TRANSPARENT COMMISSIONS AND PAYMENTS For a well-functioning affiliate plan, timely payments and understanding how they work is important. In terms of data, affiliates are commonly looking for the amount they can expect to be paid, their complete payment history and their payment balance. On top of this, it’s important that this data is readily accessible for affiliates on a platform where they can easily find it, while they also value being offered trusted payment solutions. When payments are optimized, any time spent resolving these issues can now be used elsewhere, leading to increased productivity across the board. Granular commission calculations are also vital, as they can further an affiliate’s understanding of the value of their audience. For example, getting in-depth insight on commission payments per product can help affiliates evaluate which products are performing best and allow them to optimize from there. Any added insight into player value can lead to added optimization on the side of affiliates and ideally the acquisition of similarly engaged users in the future for operators. KEY OPPORTUNITY Within the iGaming world, affiliates consistently need to adapt to their users’ ever-changing interests and preferences, which can be difficult to do without adequate and real-time data. As the industry continues to evolve and expand into new geos, the need for data is becoming even greater, to ensure that both affiliates and operators are targeting the right audiences and creating the optimal experience for them. New trends will develop as the industry continues to grow, but it is certain that providing affiliates with relevant data on a platform that makes it simple for them will always allow them to optimize further and make better decisions. Without that data, it can feel like punching in the dark for affiliates and lead to inefficiencies. When making decisions on future partnerships, affiliates should look to partner with operators who can provide them with platforms offering server-to-server pixels and access to real-time data. Receiving monthly reports won’t allow an affiliate to make the necessary adjustments to bring added value for not only themselves, but operators as well. In these partnerships, affiliates should be encouraged to be proactive and ask for the data required, as their optimizations will only bring added value for both parties. CONCLUSION When looking at data and how affiliates use it to optimize their campaigns, it’s clear how valuable it is for them to receive the data in real-time on a platform that makes it simple for them. The benefits are clear for affiliates, but these benefits will extend to operators as well, as more efficient affiliates will lead to more high-value players for operators. Holding over a decade of industry experience, Erica Anderson is the Director of Marketing at Income Access where she focuses on developing the marketing strategy for the Income Access brand. She also oversees the company’s in-house affiliate management team that manages close to 20 affiliate programs, including leading global and U.S. iGaming brands. As the industry continues to evolve and expand into new geos, the need for data is becoming even greater, to ensure that both affiliates and operators are targeting the right audiences and creating the optimal experience for them. 35 G P W A t i m e s . o r g

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