Lee-Ann Johnstone breaks down the concept of Affinity Marketing and how this emerging, emotion-based strategy can help turn your site's visitors into brand loyalists.
Topic: Marketing

Andrew Parker from Blueclaw Media breaks down how iGaming affiliates should alter their content marketing and SEO strategies in the face of an unpredictable and unprecedented pandemic.
Topics: Marketing | SEO

APCW Wall of Shame: Advertising Standards Authority
The ASA in the U.K. is singled out for the lack of judgement shown back in April regarding a complaint against PokerStars.
Topic: Marketing

It's often said that content, content and more content is vital to driving traffic to and monetizing an affiliate website. But when it comes to the iGaming industry, engagement — not content — is the real king.
Topics: Marketing | SEO

Selecting the right programs to work with can be a daunting task for affiliates. LeoVegas explains why a minimalist approach is often the most effective strategy.
Topic: Marketing

From the GPWA Forums: Some things I have learned as an iGaming affiliate
The GPWA community is made up of gambling affiliates with thousands of combined years of experience. Luckily, many of these industry veterans are always willing to share their thoughts and insights to offer recommendations and tips to fellow members.

Figuring out and acquiring the right domain name for your project seems harder than ever, but domain extensions open up new possibilities.
Topics: Marketing | Other | SEO

The rapidly growing eSports industry gives affiliates an opportunity to reach new audiences and tap into new revenue sources.

Online poker revenues in New Jersey have been declining since spring 2014. Will the world's most powerful online poker operator bring players back to the table?

The most lucrative market for online gambling may be one that hasn't been sufficiently targeted.

Affiliates have traditionally focused on acquiring new customers, rather than retaining the ones making them money. A shift in focus to player retention could aid an affiliate's bottom line.

APCW Wall of Shame: Mojo Affiliates (GR88)
Mojo Affiliates announced it was retroactively changing the GR88 affiliate program's commission structure, paying affiliates just a 5% commission on players who generate net revenue of $0 to $500.
Topic: Marketing

APCW Wall of Shame: PokerStars
PokerStars has changed its terms and conditions for affiliates, retroactively changing lifetime revenue share to a two-year sunset on revenues from players sent by affiliates.
Topics: Marketing | Poker

Online poker players are leading a revolution by which sites market to their players via live streaming. And the live stream medium is a viable option that operators and affiliates should consider for promoting other online gambling products.

Affiliates who can demonstrate knowledge of the mobile app industry will better position themselves for strong partnerships as the industry matures.

One of the largest and most successful daily fantasy sports affiliates shows how content is key to attracting players.

Operators and affiliates will need to adjust to new taxes, regulation and trends in the online gambling industry in 2015 and beyond.
Topic: Marketing

Affiliates eager to promote regulated sites in the U.S. have several options to get started now.

While most social games are free to play, many offer significant revenue opportunities for affiliates.

Affiliates are not accustomed to the bureaucracies they are facing as New Jersey regulates online gaming.

While New Jersey's online gaming operators as a whole have been criticized for not doing enough to work with land-based Atlantic City casinos, these four brands have been cross-promoting away.

The technological advances in marketing analytics can be extremely useful for affiliates, if they know how to use them.
Topic: Marketing

The horse betting site targets non-horse bettors, presenting streamlined data in an easy-to-use interface and providing a level of transparency that's nearly unprecedented in the industry.

From the GPWA Forums: Keeping affiliates up to date
GPWA forum members discuss how affiliates prefer to hear from affiliate managers. (Spoiler: It's usually e-mail.)

Introduction: Brazilian Bonanza
This year's World Cup provides a wealth of opportunities for sportsbook affiliates.

A well-designed World Cup campaign can turn new and one-off punters into long-term players.

A well-designed, well-executed loyalty program can do a lot to keep players coming back to the same site.
Topic: Marketing

Geolocation is important for both regulatory compliance and for effectively reaching your target market.

Social networking for affiliates can be challenging, with stiff competition and content overload.

Mobile is becoming more popular, but for affiliates to be successful in this market, they need to know how to make mobile gaming as convenient for players as possible.

GameAccount CEO Dermot Smurfit, FDC Chairman Joseph Colebut, FDC Director of Administration Frank Pracukowski, FDC board manager Tim Walker and Mashantucket Pequot Gaming Commission Director of Compliance Al Baldoz discuss Foxwoods' new partnership with GameAccount.

"I kind of fell into it"
Alex Pratt talks about his roles as an event organizer and magazine publisher.
Topic: Marketing

From the GPWA Forums: For affiliate programs: How to update terms
Sometimes, affiliate programs need to make changes to their terms. GPWA members discuss how to do this without losing affiliates.

"In-play betting" and mobile betting are driving the bulk of the growth in the sportsbook sector.

The bingo market differs from other online gaming markets, but it has a lot of potential for cultivating loyal, frequent players.

Balancing the "fish" and the "sharks" in a poker community can be difficult -- and has proven itself a highly controversial issue.
Topics: Marketing | Poker

Split testing a simple experimental method that affiliates can use to test out marketing ideas.
Topic: Marketing

Here are some tips on how to overcome gaps in the conversion process so you can always be closing, as they say in real estate.

The state of online poker is uncertain, and poker affiliates should be prepared for anything.
Topics: Marketing | Poker

Webmaster News: Roxy Affiliates relaunches program
The new version of the affiliate program features improvements that Roxy affiliate managers say will make them a better partner for affiliates.
Topic: Marketing

Creative promotions can help affiliates engage their audiences and target growing market segments such as mobile gaming.

While many European lotteries allow tickets to be purchased online, U.S. state lotteries are just starting to look at online options, following the reversal of the DOJ's interpretation of the Wire Act.

An online community no longer strictly means forums, so making some revenue from it requires different techniques than it once did.

It's critical for affiliates to know their audience when promoting poker, bingo, casino games and sports betting.

The role of brand recognition in affiliate marketing can be a tricky one for affiliates to navigate.
Topics: Marketing | Poker

Live dealer online casinos bring the experience of a brick-and-mortar casino trip to the online gaming world--and they're proving popular.

From the GPWA Forums: How do you like to be contacted by affiliate managers?
In general, GPWA members like their initial contact e-mails to be concise, personal and not too salesy.
Topic: Marketing

Webmaster News: Bodog moves U.S. players to Bovada
Access to Bodog's main website is now blocked for American users.

2012 is going to be a big year for soccer, so affiliates should know which events to target and how.

A Foxwoods exec shares what he's learned about the differences between online and brick-and-mortar casino gaming.
Topic: Marketing

Black Friday hit many poker affiliates hard, but there are things you can do to protect your brand and your revenue stream.

Webmaster News: Betsson reaches deal with Arsenal Football Club
Betsson is now Arsenal's Official Betting Partner and will provide betting services through a new brand, GunnersGaming.

Webmaster News: Bodog to leave U.S. market at end of year
By Dan Igo. The company will not seek to renew U.S. licensing when its agreement with Morris Mohawk Gaming expires.
Topic: Marketing

From the GPWA Forums: The future of the online gambling affiliate industry
Forum members discuss where they think the affiliate industry will be in five years, and make predictions regarding the fate of mobile gambling.

Online sportsbooks are using live streaming technology to allow sports bettors to wager on events as they watch them.

Tracking marketing statistics is important, but it can be difficult to find industry-wide data.

While some sites had to scramble to protect themselves after the Black Friday indictments, other sites were able to cash in on some of the traffic that had been going to the companies the DOJ shut down.

With PokerStars and Full Tilt out of the picture and Absolute Poker not accepting new U.S. deposits, other online poker rooms are moving to grab their traffic -- or to stay out of the path of the U.S. government.

To find a viable new online gambling market, affiliates need to consider and analyze a number of variables.
Topic: Marketing

Annual or biennial events, such as the Super Bowl or the World Cup, can be excellent opportunities for affiliates to convert new sports bettors -- if they implement a smart marketing strategy.

While there are certainly challenges to running a poker affiliate site, there are still plenty of opportunities to turn a profit.
Topics: Marketing | Poker

Webmaster News: WSOP to enter Italian poker market
Caesars Interactive Entertainment has announced a partnership with Italian poker operator Microgame to bring the WSOP brand to Italy.
Topics: Marketing | Poker

Always on the lookout
Affiliate Guard Dog's Andrew Mueller wants to monitor changes in terms and conditions, the timeliness of affiliate payments and other technical data of use to affiliates.

Montreal-based Income Access provides statistics to affiliates and considers itself to be filling an important market need.
Topic: Marketing

As Internet marketers continue to go social, community building remains a hot topic, but launching an online poker forum will not create an immediate cash cow.

Has the bingo bubble burst? Or is the best yet to come?
Topics: Bingo | Marketing

Antonio Esfandiari is "The Face" of newly launched Victory Poker, but its secret weapon is CEO Dan Fleyshman.
Topics: Marketing | Other | Poker

The GPWA Times Magazine goes one-on-one with Victory Poker pro and 2007 Playboy Playmate of the Year Sara Jean Underwood.
Topics: Marketing | Poker

Antonio Esfandiari's longtime friendship with Phil Laak resulted in "I Bet You," one of the most memorable shows involving poker personalities in TV history.
Topics: Marketing | Poker

The GPWA Times Magazine World Cup round table
Dean Leyland, the senior online acquisitions executive for Totesport, and sportsbook affiliate Martja Vorgic (aka "buyonaut" on the GPWA forums) join Gary Trask to talk about their plans to use the World Cup to convert players.

In the online gambling industry, a decade is practically a lifetime. As the calendar turns from the aughts to the teens, we look back at the previous decade and see an era marked by rapid growth, market- and industry-altering earthquakes, arrests, trials, recession, and new and emerging growth areas.

For affiliates, the name of the game is converting leads into sales, so keeping abreast of operator promotions could give you a leg up on the competition.

Calvin Ayre, who famously "retired" from ruling an online gaming empire, is back ... and this time it's all about branding. Ayre shares his vision and plans for the future with Rebecca Liggero.

Interview with Keith McDonnell, Managing Director, Bodog Europe
Keith McDonnell talks about Bodog’s plans in Europe, its geotargeting system, the Bodog Poker Network and how the brand’s plans will impact affiliates.
Topic: Marketing

Interview with Alwyn Morris, CEO, Morris Mohawk Gaming Group
Alwyn Morris opens up about his Olympic medals — including one gold — at the 1984 Olympics, how he met Calvin Ayre and why licensing the Bodog Brand was the best way forward for the Morris Mohawk Gaming Group.
Topic: Marketing

Interview with Ian Dunning, Managing Director, Haydock Entertainment
Ian Dunning heads Haydock Entertainment,’s Asia-facing brand licensee ( He says the Asian market is huge and companies need to focus on a particular area and do it well in order to succeed.
Topic: Marketing

Webmaster News: PRWeb stops accepting online gambling clients
The press release distribution company had previously worked with UltimateBet, Paddy Power and Full Tilt.
Topic: Marketing

An Income Access survey shows that strategic intelligence is key to developing effective marketing campaigns.
Topic: Marketing

Even though online bingo continues to flourish outside the U.S., there are still several challenges for the industry that lie ahead.
Topics: Bingo | Marketing

There's still plenty of room to grow in the female gambling market, and marketing dollars should follow the path of least resistance.
Topics: Bingo | Marketing

The most successful affiliates all draw from the same pool of marketing strategies.

Effective international marketing has to adapt not just to local language, but to local culture, feel and marketing norms.

Affiliate Guard Dog recommends a few key factors to watch out for when evaluating whether you should join an affiliate program.
Topic: Marketing

Blogging can help affiliates develop authority, exposure and a personal brand.
Topics: Marketing | Poker

Google AdWords can be a great tool for affiliates, but for best results, it's important to watch out for a few caveats.

From the GPWA Forums: Time to end this free spin nonsense
GPWA forum members discuss problems with misleading free play promos.

Irish bookmaker Paddy Power has made a name for itself with a wide variety of betting offerings and highly original marketing stunts.

This Facebook application lets players track and share where they've played, providing a wealth of user-generated content for affiliate marketers to use.

EuroPartners deliberately eschews brand consistency in favor of targeting markets in a specific, customized manner.
Topic: Marketing

Freeroll tournaments are a popular marketing tool, but in order to make them more effective, affiliate programs have been forced to become more creative.
Topics: Marketing | Poker

Webmaster News: Everest Poker nabs World Series of Poker felt rights
The popular poker room signed a major agreement with Harrah's Entertainment that includes satellite rights and brand placement on all of the table-top felts at the World Series of Poker.
Topics: Marketing | Poker

Webmaster News: How do you use the World Series of Poker and other major poker events to help you attract and convert traffic?
Affiliates and affiliate managers alike chime in on how they utilize the World Series of Poker to drive and convert traffic.
Topics: Marketing | Poker

From the GPWA Forums: Are visitors searching for "Free casinos" worth attracting?
This issue's forum discussion finds affiliates offering different views on the value of players searching for free opportunities to gamble online.
Topic: Marketing

As millions of users make Facebook, Bebo, MySpace, PerfSpot and Orkut their primary homes on the Web, portal webmasters need to consider how to reach this critical and growing audience.

As a channel, social media platforms are a necessary, integral next step for traditional e-mail service providers.

A target-specific marketing strategy has translated into success for Everest Affiliates.
Topic: Marketing

UTour Golf has been embraced by golfers and casual gamers alike, allowing SkillGround to enter uncharted waters int he world of skill-game marketing.
Topics: Games | Marketing

Smart affiliates are taking advantage of the boom in online poker in eastern Europe, Germany, the Nordic regions and Russia.

Britain introduced sweeping new laws last month that will overhaul the country's gaming industry for the 21st century, regulating everything from online gambling sites to television advertising.

In two short years, Malta has quickly transformed itself into the world's online gaming capital.

As the online gambling marketplace matures, solid localized products and marketing plans are required to successfully compete in each national market.
Topics: Marketing | Poker

The GPWA's Rebecca Liggero gives affiliates and affiliate programs alike four tips for success in the online gambling world.
Topic: Marketing

The benefits of being a member and participating in industry forums cannot be overstated.

Executive Gaming Monthly offers players the opportunity to purchase a casino game of the month, and affiliates can earn a commission on every package, every month.

SkillGround offers players an opportunity to play real video games with other players in a secure, fair environment for real cash prizes.