Leveraging Affiliate Marketing in Regulated iGaming Markets

You can agree that attracting and retaining players in the online gambling industry has never been as challenging as today. With the global market having reached $93 billion according to approximations by Research and Markets, competition continues to intensify, as more operators join. And this might not change any time soon. The research institution expects the market to exhibit an annual growth rate of about 7% through 2033.

Companies also face other challenges, such as keeping up with bonus hunters. These players usually hop from one casino to another with the aim of exploiting bonuses without becoming returning customers. If an operator offers more attractive bonuses or enhanced game variations, these players will shift to them. For affiliates, such scenarios make building a stable and loyal customer base difficult.

But that’s not all – affiliates must deal with other challenges like complex and ever-changing regulatory ecosystems. It gets even worse in nations like the US, where gambling regulations significantly vary from state to state, requiring a high level of adaptability. So, how can iGaming companies take advantage of affiliate marketing in such highly regulated environments?

Localization and Regional Targeting

Take the Netherlands, for instance. Players who participate in Dutch online gambling websites might not have similar preferences to those in Ontario, just like slot fans in Sweden don’t respond to the same content as sports bettors in Kenya. And this is where localization comes in. It helps improve the effectiveness of an affiliate program by adapting and tailoring a product to meet the needs of a specific market.

Interestingly, Zoe Marketing & Communications suggests that 84% of businesses have witnessed revenue growth after implementing this approach. It could be one of the reasons that more than seven in ten social media brand engagement happens on local pages.

Remember, with thousands of affiliates promoting similar products, it can be pretty difficult to differentiate yourself. As such, you want to use strategies like localization to capture the attention of potential players. Not translating content into people’s preferred language can lead to significant player loss, as 8-13% customers are likely to abandon such brands.

Modern-day players don’t just want to spin the reels or flip the cards. They want brands to understand and align with their unique preferences, which gives the impression of customer-centricity. And if customers perceive that your brand caters to their unique tastes, they will likely become loyal.

Operators looking to grow in regulated markets must partner with affiliates who can execute glocal campaigns: global infrastructure but local flavor. For instance, a European online casino expanding into South Africa may need affiliates who can promote ZAR-based bonuses and mobile-friendly platforms, as mobile penetration in Africa is significantly higher than desktop.

Take Advantage of Content-Led Acquisition

The days when keyword-stuffed landing pages or shady redirects would drive traffic volumes on betting sites are long gone. Modern players demand a kind of persuasion that’s built around value and not tricks. Even Google prioritizes user experience and quality content, making these outdated tactics detrimental to rankings and overall website health. According to Search Engine Land, Google took action on 40% of websites just because they excessively used keywords in content to manipulate search engine rankings.

Since you don’t want that for your brand, focus on creating deep and engaging content such as honest game reviews, detailed bonus comparisons and expert betting guides. Instead of a hard sell, this content focuses on user education and trust-building, which can help improve SEO rankings and site stickiness.

Consider a highly regulated market like New Jersey. A successful affiliate here might run a blog comparing legal online sportsbooks while including disclaimers about responsible gambling, factors that Google and regulators favor. This can also help establish meaningful relationships with users more likely to deposit and engage.

Compliance as a Competitive Edge

Although some people could view compliance as a nuisance, it can actually be a brand differentiator, especially in regulated markets. As part of their enforcement strategy, these markets have licensing authorities to help scrutinize iGaming websites. You don’t want to be found non-compliant, which may lead to legal action.  

Again, players want to interact with trustworthy brands. According to Exploding Topics, more than eight in ten consumers won’t transact from a brand they don’t trust. In the gambling market, where acquiring new customers is becoming super challenging, you want to avoid missing out on such a population. And what better way to cater to the need for brand trust than complying with regional requirements and regulations?

Scaling also becomes easier with compliant brands. Establishing good corporate governance and a streamlined compliance program allows you to penetrate markets faster. If you adopt modern technology and have an automated monitoring and management compliance system, scaling it becomes simple.

In an industry where every click is scrutinized and every lead costs more, the importance of innovative affiliate strategies can’t be overemphasized. An affiliate brand must be able to localize content to cater to specific regional tastes. They must also be compliant if they are to appeal to suspicious customers seeking brand trust.

Imagine the benefits of potential customers associating you with reliable platforms. You definitely increase the likelihood of winning them over. And as regulations across different jurisdictions change, affiliate companies must draw upon smart strategies, like crafting informative content, to remain relevant.

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Sofía Morales

Sofía Morales

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