As emerging markets such as the Netherlands look to navigate their way through unfamiliar territory, iNTERGAMINGi asks Matej Tomic of Online Casino Ground what benefits affiliate marketing can provide.
Affiliate marketing, as opposed to more traditional operator marketing, has several advantages for emerging markets like the Netherlands that are in the early stages of regulation. There are many casinos that have a licence in the Netherlands but have never operated there – affiliate sites, however, are usually established, with strong communities and loyal visitors, resulting in much higher conversion rates.
In addition, all those new casinos need player data: what they like to play, what their preferences are, and what kind of content they like. This is where affiliates step in providing that data for operators. It helps them make an immediate impact in new markets, presenting them an overview of the most popular games and the best performing keywords – players like to search more for roulette than bingo, for example. This information is invaluable for brands making their mark. A bingo operator such as Tombola offers casino slots in the Netherlands because it knows Dutch players like them, for example. All these learnings can be delivered to casinos to make them feel more comfortable. The challenge is to partner with the right affiliate, especially in a new market.
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