Phil Clegg gets Income Access’ view of the constant evolution of the affiliate market
Today's i-gaming world is one of increasing regulation, emerging markets and multimedia platforms.
In this world, the role of the affiliate is fluid and ever-changing and the aim must be to remain at the cutting edge of development. The big question is: are they, on the whole, managing to do this? Nicky Senyard, CEO of Income Access, a provider of tracking software and an affiliate network that currently boasts 22,000 affiliates, believes so.
“The current state of the affiliate market is, as always, one of constant evolution,” he told iNTERGAMINGi. “New emerging markets bring the promise of continued growth and increased regulation indicates further opportunity for operators and affiliates alike. Expansion and an increase in popularity in i-gaming has been enhanced by internet penetration, a mobile boom and innovative products.”
As well as being an affiliate network, Income Access also provides an expert SEM agency to the industry, providing both affiliates and operators with expert guidance to increase their presence and achieve higher visibility on the internet.
“Affiliates are extremely important to the i-gaming industry,” Senyard added. “Operators benefit from a boost in their acquisitions and branding through their affiliates and by having affiliates as an integral part of their marketing strategy, are able to utilise the expertise and reach of their partners. Through a mutually beneficial relationship, affiliates and operators help strengthen each other and subsequently the i-gaming industry as a whole. In this sense, the industry is actually greater than the sum of its parts.”
Emerging markets are perhaps the major driver of growth in the industry currently, but Senyard believes that affiliates need to tread carefully by tailoring their marketing campaigns and, basically, doing their homework. “These markets present an exciting opportunity for both operators and affiliates to expand their reach and, subsequently, their revenues,” he said.
This feature can be read in full in the second 2012 edition of iNTERGAMINGi.
