INSIGHT
we see in iGaming but it only takes one
programme and a few clever affiliates to
make an impactful change. I wonder who
it will be that disrupts the legacy we have
built for ourselves and finds a new way to
value traffic, and promote an equal ROI in
a true partnership.
Figure 1: The T-Shaped Web Marketer
Email
PPC
1. www.stateofdigital.com/defining-digital-marketing/
32
iGB Affiliate Issue 58 AUG/SEPT 2016
Video
HTML
A wide breadth of basic knowledge
UX
SEO
Social
Community
Blogging
Content
across many overlapping disciplines
On-Page
Optimization
Earning Links
& Shares
Making Sites
Search Friendly
Keyword Research
& Targeting
So, on with the learnings…
One of the other questions I asked affiliates
in Amsterdam was around what they
thought the next big thing would be. I
ask this a lot, as I think it’s important to
continue learning and stay ahead of what’s
changing in the iGaming space, especially
that I’m no longer working client-side. It
seems that although there is a lot of hype
around daily fantasy sports, few affiliates
are looking at this. When asked why, the
answers varied:
1. Don’t really understand it;
2. Can’t understand how to market it;
3. Don’t know the value prop (revenue
mechanics).
With the investment that we’ve seen
from the dominant brands such as FanDuel
and DraftKings and their recent launches
in the UK, I would have this a great
opportunity to jump in and take advantage
of new ways of monetising traffic and
databases, especially now that the US is
legalising them. If I was a poker affiliate
with a database of customers to market to,
I’d be jumping right on this and investing
some resource to stake an early claim.
These games are fun, tournaments are
simple (based on a rake model) and perfect
for social sharing. As it’s sports-related
and based on picking a winning team, it’s
perfect to market to Millennials who are
heavily tech (mobile) savvy.
The point here is that affiliates are
struggling to keep up to date with
regulation and legislation, causing them
to become too niche in focus and so
missing out on up-and-coming potential
opportunities and revenue streams. The
digital landscape is now so broad that it’s
no longer possible to be an expert in all
forms, and Figure 1 shows why, as it now
encompasses multiple disciplines. This
means that businesses have to find ways
to collaborate with spe