he year 2022 was a big one for the iGaming industry and affiliate marketing overall. That said, in this article I will share some of the big trends I’m seeing in affiliate marketing and what you can expect to happen in 2023. The Rise of Brand-to-Brand Partnerships Of course, there are the traditional partnerships between brands and publishers that will continue to thrive. However, I see a definitive increase in the type of brand-to-brand partnerships that are being built out within the space. While partnerships or sponsorships have always been in place in the sports betting industry, with the onset of more data, customer marketing can be improved tenfold when brands come together to leverage their offerings and communities. Some examples of these collaborations are things like where brands are doing big partnerships with crypto wallets and other ewallet payment providers that have all now started to launch affiliate programs to engage with the customers and players farther down the acquisition funnel. I think one of the biggest trends we’ll see this year is the use of data to build more customer trust. Affiliates are going to use it to really understand their customer niches, and brands will use it to place their budgets more wisely. There are specific rules and regulations now being accounted for when it comes to sponsorships within football/soccer clubs, as an example, which is going to push this industry to go beyond traditional partnerships. In order to find customers in other places than the obvious ones, there will be a push to get innovative around technical solutions and partnerships that convert customers faster and cheaper than ever before. Affiliates and operators can now look for other avenues for partnerships with brands that have similar customer avatars. We’ve seen partnerships emerge in esports. I think this is the year we will see traditional partnerships blossom between operators and high net worth brands and ambassadors, too. The main thing is that data will be the guide, and with it we’ll be able to make much better decisions on where and how we spend. We are already seeing this in the crypto space, crypto exchanges, and chat-based applications have started to partner with gaming brands to engage their inactive customers on both sides. This will be something that will continue to evolve and new links will be created that we haven’t seen before. 1 15 G P W A t i m e s . o r g
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