INSIGHT
IN-PLAY: CHANGING
THE GAME
New technology, betting habits and mobile capability are changing the way that affiliates need to
operate, says Better Collective’s Henrik Lykkesteen.
HISTORICALLY, affiliates have fulfilled
the role of an effective intermediary
service. Bookmakers are looking for
players, and will reward the services which
best funnel new users towards them. It’s
a simple equation which benefits both
bookmaker and affiliate.
With the best affiliates, the model is also
beneficial for players, allowing them to
identify the best deals and bets to provide
them with an improved betting experience.
However, affiliates currently have little
influence on the retention of punters,
which in an industry built on lifetime
player values and revenue shares, is crucial.
The rise of mobile, and the ease of access
with which players can shift between
bookmakers at a whim, has meant that,
to remain competitive, affiliates need to
change the way they do things.
that enables punters to feel valued and
create their own space. Gamification
and competition aspects further tap into
that interactivity. Players could win prizes
and awards for being the best tipster,
for example, and, through successful
tipping, encourage other players to bet
with an affiliate’s bookmaker partners.
This continues the virtuous cycle of usage
and revenue. Products should also aim to
enhance the punters’ betting experience and
offer a more integrated experience, keeping
them coming back for more.
"Ensuring affiliates can participate in the retention of
punters and tapping into bettors’ thirst for in-play makes
us even more valuable to operators."
In-play: the new opportunity
Not just facilitating
There are a number of fresh approaches
worth considering to achieve success. The
future involves a shift towards a different
model, which gives affiliates a more active
role in player retention and loyalty.
A way to achieve this is to create brands
and products which expand the role of
affiliates and take advantage of the new
opportunities available. The aim is to become
more than a simple intermediary which leads
punters to bookmakers and vice versa.
Affiliates must create an engaging
platform where punters and bookmakers
meet and interact, building a stronger
relationship between all three parties,
with personalisation and customisation
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iGB Affiliate Issue 57 JUN/JUL 2016
dealing with two types of bettors. One is
the novice punter or tipster, who enjoys
competing against other tipsters for a
top rank, adding value to their personal
viewing experience. An engaging platform
is the ideal space for a second-screen match
experience; it appeals to those who may not
be looking to bet, but who are fans of the
game and enjoy putting their knowledge on
the line instead of money.
The challenge is to convert this nonbetting tipster into a player who wants to
cash in their tipping expertise for profit.
One of the key aspects that is changing
betting behaviour is, of course, in-play.
The affiliate industry has yet to harness the
opportunity that in-play provides, but with
new products being rolled out, including
our own, we think the landscape is
changing. Ensuring affiliates can participate
in the retention of punters and tapping into
bettors’ thirst for in-play makes us even
more valuable to operators. Providing the
odds and simple tipping opportunities is
one way the affiliate can encourage a much
larger volume of tipsters and, in turn, a
bigger pool of potential punters.
We must look to highlight those betting
opportunities and develop that player into
a source of revenue for bookmaker and
affiliate.
The second type of player is a more
assured punter. This is a player who wants
to use the betting data a tipping platform
can provide to make more informed bets. A
larger pool of tipsters means more accurate
tipster rankings, so the punter can find
inspiration for their in-play bet, before being
passed through to the partner bookmaker.
In a simple equation, a bigger volume of
accurate tips will equal more bets.
Taking it further
Satisfying all players
On a basic level, in-play affiliates are
In the future, we see products taking this
one step further, by enabling users to