GPWA Times Magazine - Issue 57 - November 2023

Erica Anderson is VP Marketing & Product, Income Access at Paysafe. Her role includes a focus on developing the marketing and product strategy for the Income Access brand. With over a decade of industry experience, Anderson also oversees Income Access’ in-house affiliate management team, product team and its suite of digital marketing services. Asmore andmore operators are looking toaffiliate marketing as a component of their U.S. strategy, it creates more potential for affiliates in the iGaming space aswell, making it vital for themto keep up todate on best practices. When looking at the kind of deals that are popular for affiliates in the U.S., revenue share is not something that is regularly offered by operators, despite being commonplace in other markets globally. Hybrid deals have become more common in the U.S., but CPA deals remain the most popular. Affiliate Challenges andOpportunities With the U.S. being new to online gambling, one of the bigger difficulties facing affiliates is educating the market and earning consumer trust. This is a difficulty for everyone in the industry, as users are learning about all facets of iGaming – from the lingo, the different brands and products available, to where and how they are allowed to wager. Affiliates can look at this as an opportunity, as affiliate content is typically the first thing new users will read when looking for a brand to bet with. If they focus on education and creating trust with new users, affiliates are more likely to retain them as engaged members of their audience. On the topic of education, affiliates need to ensure they educate themselves constantly, as the U.S. is one of the most complex iGaming markets in terms of regulatory frameworks. Each state or jurisdiction has its own set of regulations, with some being easier for affiliates, while others may require licensing or have stricter advertising rules and restrictions. In fact, in recent months, we have seen a flurry of marketing and advertising restrictions proposed or promulgated in a number of U.S. states. Affiliates need to ensure they stay on top of all the latest regulatory developments, as even the slightest legal change can have a major impact on their promotional strategies, and potentially raise legal liability concerns. However, even the most efficient affiliates are only as good as the brands they promote, which has led to some having difficulty in this relatively young market. Some brands have limitations when compared to others in more mature markets, for example, by not offering mobile tracking to their affiliates to make real-time optimization to their campaigns or not giving them enough promotional offers to advertise to their audiences. Key Takeaways While being an affiliate in the burgeoning U.S. iGaming markets can be tricky to navigate, there’s also significant room for growth as well. If affiliates can educate their audiences on the value of online gambling in the U.S., it’ll benefit all parties and likely help other states to emulate the success and follow suit with regulation. In addition, despite there being fewer brands operating in the American market than in more mature jurisdictions such as Europe, the U.S. provides the opportunity for affiliates to work with some of the largest brands in iGaming. Despite its challenges, the U.S. remains arguably the emerging market with the greatest potential in the iGaming world, and thus, with the greatest opportunities for affiliates, with plenty of room left to grow. 23 G P W A t i m e s . o r g