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Be Your Own iGaming Marketing Agency: Marketing Channels and Strategies Part One
28 July, 2023
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Online Casino Marketing Strategy: Player Acquisition and Conversion
3 August, 2023

1 August, 2023

Join the iGaming Market: Marketing Channels and Strategies Part Two

From Section 3 of The Ultimate iGaming Operator Marketing Playbook: Marketing Channels and Strategies

Welcome to the latest post in our series surrounding our Ultimate iGaming Operator Marketing Playbook! This series will serve as a sneak peek into The Ultimate iGaming Operator Marketing Playbook, available for download here. In the fourth edition of this series, we will explore Part Two of Marketing Channels and Strategies. We have broken this section into multiple posts, the first of which covered the importance of online marketing channels and the power of content marketing.

In Part Two, we explore affiliate and mobile marketing. Let’s get started!

Affiliate marketing

Affiliate marketing is a potent strategy that allows you to leverage partnerships with affiliates to drive player acquisition. By establishing a strong affiliate program, you can tap into the network and marketing capabilities of affiliates, expanding your reach and acquiring new players for your online casino or sportsbook. Let’s explore the benefits and guidelines for building a robust affiliate program.

Benefits of affiliate marketing in the iGaming market

  • Extended reach: Affiliates have their own websites, blogs, social media platforms, or email lists with an audience that trusts them. Partnering with affiliates lets you reach a wider audience that may not have been exposed to your brand otherwise.
  • Targeted traffic: Affiliates can specialise in specific niches, such as casino games, sports, or cryptocurrency. This lets you attract highly targeted traffic from affiliates who cater to your target audience.
  • Cost-effectiveness: Affiliate marketing operates on a performance-based model, where you pay affiliates a commission or revenue share for the players they refer. This ensures you only pay for actual results, making it a cost-effective player acquisition strategy.
  • Brand exposure and credibility: Affiliates’ endorsement of your brands lends credibility and trust to your platforms. When affiliates recommend an online casino or sportsbook, potential players are more likely to trust and choose that brand over competitors.

Building a strong affiliate program

To maximise the potential of affiliate marketing, it is essential to build a strong affiliate program. Here are key considerations and guidelines for establishing a successful program for the iGaming market:

  • Clear commission structure: Establish a transparent and attractive commission structure for affiliates, including details on the commission percentage or revenue share, payment terms, and any additional incentives or bonuses.
  • Dedicated affiliate manager: Appoint an affiliate manager as the main point of contact for affiliates. This person will provide support, answer questions, and facilitate smooth communication between the brand and affiliates.
  • Quality affiliate screening: Implement a screening process to ensure affiliates align with brand values and drive valuable traffic. As the brand grows, consider being more selective with affiliates to maintain brand integrity.
  • Affiliate tracking and reporting: Utilise reliable software to track affiliate referrals, conversions, and commissions accurately. Provide affiliates with access to a user-friendly dashboard displaying real-time data and comprehensive reporting.
  • Marketing tools and resources: Equip affiliates with a range of marketing materials, such as banner imagery, landing pages, and promotional materials consistent with brand guidelines.
  • Performance incentives: Offer performance-based incentives to motivate affiliates and encourage them to drive higher-quality traffic and conversions. Tiered commission structures, bonuses for meeting specific targets, or exclusive promotions for top-performing affiliates are effective incentives.

Mobile marketing

The rise of mobile devices has revolutionised the way players engage with online casinos and sportsbooks in the iGaming market. To effectively capture the growing mobile user base, you must have a platform optimised for mobile devices. Let’s explore the significance of mobile optimization and strategies for providing exceptional mobile experiences.

The growing importance of mobile devices in the iGaming market

  • Mobile usage statistics: With over 6.93 billion smartphone users worldwide as of February 2024, mobile usage continues to grow. This represents a significant portion of online activities, including gaming, shifting to mobile devices. You need to cater to the preferences and habits of mobile users to tap into this expanding market.
  • Accessibility and convenience: Mobile devices provide players with the ability to access online casinos or sportsbooks anytime and anywhere. By optimising platforms for mobile, you can ensure seamless gameplay and betting experiences on the go.
  • Player engagement: Mobile devices provide opportunities to enhance player engagement through push notifications, sleek user interfaces, and second-screen experiences while watching sporting events.

Strategies for mobile optimization

To effectively engage and convert mobile users, consider implementing the following strategies:

  • Responsive web design: Choose an online casino software provider offering responsive web design, ensuring the layout and content of the online casino or sportsbook automatically adjust based on the user’s device. This ensures a user-friendly experience across different screen sizes and resolutions.
  • Streamlined user interface (UI): Simplify and optimise the UI for mobile devices. Intuitive navigation, easily tappable buttons, and user-friendly forms reduce friction and enhance the overall user experience.
  • Fast loading times: Mobile users expect quick loading times. Optimise the mobile platform for speed by minimising page load times, compressing images, and employing caching techniques. This improves user satisfaction and reduces bounce rates.
  • Mobile payments and security: Facilitate seamless mobile payments by integrating popular and secure payment methods. Robust security measures such as SSL encryption build trust and protect user data.
  • Social media optimization: Optimise social media presence for mobile users. Engage with the audience through mobile-friendly content, encourage sharing and user-generated content, and utilise social media advertising to reach and attract mobile players.


Affiliate marketing and mobile optimization are powerful strategies that let you maximise reach, expand your player base, and drive acquisition in the iGaming market. By establishing a strong affiliate program and optimising platforms for mobile devices, you can tap into new markets, enhance player engagement, and achieve sustainable growth.

Remember, success lies in forging successful partnerships with affiliates, optimising platforms for mobile devices, and continuously adapting to the evolving needs and preferences of players.

Stay tuned for the next post in this series, where we will delve into the next section of The Ultimate iGaming Operator Marketing Playbook: Player Acquisition and Conversion!

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