Affiliate success in sweepstakes Affiliate marketing has long been a big part of the iGaming world and it’s no different with this new vertical, with plenty of affiliates vying to connect with the growing audience. Armitage believes affiliates need to consider their audience when creating content, saying “it’s a familiar playbook to be honest in terms of messaging to potential customers. You need to put yourselves in the shoes of the audience. What would you want to read about and understand from a consumer’s perspective? Offers, games selection will always be front of mind to a player, so give them what they want.” Additionally, affiliates should look to promote operator offerings that are straight-up and simple. Factors like promo codes and exclusive offers aren’t just tools, they’re the secret sauce for winning new customers. It gives these new players a sneak peek into the value-packed world of the operator’s offerings, and it offers affiliates a golden ticket to stand out in a sea of content. Affiliate challenges in sweepstakes As this is entirely new for users, one of the challenges facing affiliates is the need to educate users about sweepstakes. On top of that, because the vertical is so new, each operator has adopted its own terminology for its in-game currencies and product, making it even more difficult for affiliates to educate users on their product offerings. One of the more exciting aspects of the sweepstakes model is also a challenge, as due to the sudden popularity of sweepstakes, there are a variety of operators and affiliates flocking to the space. Armitage stated that “headwinds can come from the very fact that there is now so much competition and the less well-funded operators will struggle for cut-through. The sweepstakes regulatory topic is also much debated.” Like other verticals, affiliates are helped by operators who provide relevant and timely data that they can use to proactively change their campaigns and reach more users. Affiliates should look to connect with operators who work on a platform that can provide them real-time statistics, like the one offered by Income Access, enabling them to optimize at lightning speed. Affiliates should look to promote operator offerings that are straight-up and simple. Factors like promo codes and exclusive offers aren’t just tools, they’re the secret sauce for winning new customers. GPWAtimes.org 21 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’s industry experience, Anderson also oversees Income Access’ in-house affiliate management team, product team and its suite of digital marketing services. Illustration by HobbitArt / Shutterstock
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