INSIGHT
“Affiliates need to leverage this huge interest in Euro 2016
to expand their user base.”
follow tipsters and then automatically bet
on their tips for a match. The aim is to
maximise a punter’s chance of winning,
which then makes the betting experience
more attractive. It’s also important to make
the process as straightforward as possible –
easy discovery, user experience, tipping and
then betting.
With a high quality operator in-play
product, marketing and PR will play the
crucial role in banging the drum about
the benefits and growing that pool of
players interacting. Affiliates need to
leverage this huge interest in Euro 2016
to expand their user base. This may be
through an ambassador, as we have done
via our partnership with England legend
Chris Waddle. Players will need to be able
to interact with these figureheads via an
affiliate’s platform, whether that’s through
a blog, social or product interaction.
This second level of user interaction is
particularly important when looking to build
loyalty and encourage the return of users.
There really is a huge opportunity with the
in-play revolution, but affiliates must move
beyond the present model. Their products –
the websites, apps, social platforms – must
become an engaging home for punters and
bookmakers to interact during live matches.
Evolve from being a simple facilitator, and
affiliates will continue to flourish.
HENRIK LYKKESTEEN,
Chief Commercial Officer
for Better Collective, is
an expert in marketing
with more than 15 years’
experience in digital sales and strategic
management. He has been with Better
Collective since 2014. The company
recently launched in-play tipping app,
bettingexpertLIVE.
kesteen
Name: Henrik Lyk
Date: 8 June
Time: 15.00
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