iGB Affiliate 72 Dec/Jan 2019 | Page 7

CONTENTS Events calendar 06 News 08 The tech behind top rankings 11 Understanding search user optimisation 16 In the final issue of the year, Phil Blackwell takes a long overdue look at commission baselines, which only trigger payouts to affiliates once their referrals reach a set level of deposits or wagers. Rather than being all doom and gloom, though, Phil says the restrictions of baselines and the limitations of rev share can offer unique opportunities for affiliates (see p25). Industry insight: Elaine Gardiner, Global Gaming Affiliates 19 Content marketing strategies 21 Industry insight: Toni Halonen, Bojoko 23 Cover story: Trigger happy 25 Our affiliate profile for this issue is Malta-based Slot Catalog, which ranks games based purely on hard data. Co-founder Johannes Klasson tells Joanne Christie about his plan to turn the platform into the App Annie of the online casino market (p30). Elsewhere, regular contributor Nick Garner looks at how affiliates soar – or crash – in the rankings, based on how they optimise for Google. It’s a process he suggests should now more accurately be called SUO, or search user optimisation, as opposed to SEO (p16). This time of year also sees us gearing up for our biggest affiliate event, the London Affiliate Conference, which runs alongside ICE London at ExCeL from 6-9 February 2019. This will provide four days of unparalleled networking and learning for more than 5,000 delegates. Data-driven casino affiliates 30 The power of AR and VR tech 33 Charting the rise of esports 36 Is the US market reaching tipping point? 40 Catena’s ambitions in the United States 43 What next for diversity in gaming? 48 How to cash in on Africa 50 Data centre, including European regulation 53 See you there! Advertiser index 66 Stephen Carter, Editorial director facebook.com/iGBAffiliateEvents @igbaffiliate www.igbaffiliate.com Editorial director: Stephen Carter [email protected] Deputy editor: Hannah Gannagé-Stewart [email protected] Sub editor: Guy Parsons Publishing director: Richard Linn [email protected] Managing director: Alex Pratt [email protected] Designer: Ogo Ikeogu Production manager: Craig Young [email protected] Head of media sales: Ian Larcombe [email protected] Senior account manager: Luke Webb [email protected] Senior account manager: Katie Woods [email protected] Senior account manager: Laurie Pilate [email protected] Account manager: Sandeep Haer [email protected] FREE SUBSCRIPTION email: [email protected] Printed in the UK by: Pensord Press, www.pensord.co.uk Published by: iGaming Business Ltd, Bedford House, 69-79 Fulham High Street, London SW6 3JW, UK T: [phone] F: [phone] www.igamingbusiness.com © iGaming Business 2018. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, or stored in any retrieval system of any nature without prior written permission, except for permitted fair dealing under the Copyright Designs and Patents Act 1988. Application for permission for use of copyright material including permission to reproduce extracts in other published works shall be made to the publishers. Full acknowledgement of author, publisher and source must be given. iGaming Business Affiliate Magazine is published by iGaming Business Ltd, Bedford House, 69-79 Fulham High Street, London SW6 3JW, UK. The views expressed by contributors and correspondents are their own. Editorial opinions expressed in this magazine are not necessarily those of the Publisher. The Publisher does not accept responsibility for advertising content. Cover image: istockphoto.com. ISSN 2041-6954. iGB Affiliate Issue 72 DEC 2018 / JAN 2019 3