Income Access releases report on affiliate marketing

Wednesday 7th of March 2018

Income Access, Paysafe’s marketing and technology services provider, has released a new survey report, entitled State of Play: iGaming’s Affiliate Marketing Industry.

The report includes statistical and anecdotal insights on the current state of the affiliate marketing industry as well as expectations for 2018 and what trends will define the months ahead.

More than 20 survey questions cover a range of topics, including mobile traffic and optimization, preferred advertising models, verticals and markets of interest, factors when considering an operator partner and more.

Income Access said that questions related to mobile and promotional strategies were among the most revealing.

Survey results showed strong use of mobile - with 86 percent of affiliates currently running a mobile site, and 77 percent using online content (i.e. online site reviews, sports news, etc.) as a key promotion strategy.

Casino, sportsbook, poker and bingo were identified as the top four verticals that affiliates are considering promoting in the future, while eSports, lottery and social gaming also showed signs of long-term affiliate interest.

Compared to 2016 results, the current results showed an increase 19 percentage point increase of affiliates who said that more than half of their traffic arrived from mobile devices.

For verticals, the number of affiliates who selected bingo as a current focus rose from 23 percent in 2017. Casino was the top current vertical of focus at 75 percent.

Lorenzo Pellegrino, CEO of Income Access and Digital Wallets at Paysafe, said: “With the survey report, Income Access set out to evaluate the state of the industry through the eyes of affiliates. What we found was a mix of consistency, which can be seen in results for the leading markets and verticals, and evolution. Increased interest in bourgeoning verticals such as eSports and Lottery is a great sign for the industry. That affiliates are making a conscious effort to be strategic with their content development is similarly encouraging.”

The report can be obtained by contacting Income Access.

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