“ Gone are the days where you could hide who you are ; now you need real authoritative authors that can add value to your users ”
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INSIGHT
of these have 82 games that each team will play over the course of the season .
Furthermore , with interest growing every year in sports such as soccer , which was given another boost with Lionel Messi moving to the MLS , or F1 with races in both Miami and Las Vegas now , we can see more niche angles for affiliates opening up every year . All this of course doesn ’ t mean it ’ s easy for affiliates to get involved , and with some simple research , it ’ s easy to see that the market is dominated by some powerhouse brands .
Soccer alone has seen a huge increase in popularity and betting activity over the last four years . The MLS is growing in viewership and is showing no signs of slowing down . There has also been an increase in interest in soccer across the pond with the likes of Wrexham FC thanks to the ownership of their highprofile US owners Ryan Reynolds and Rob McElhenney .
That ’ s why if you ’ re looking to get started it ’ s important to know the market you ’ re entering . Take some time to learn the proper terminology ( it does differ hugely from Europe ) and focus on creating a brand .
SLICE OF THE PIE
With so many affiliates all looking for a slice of the pie in the US market you need to stand out and users are looking for brands that they can trust . Make sure your website adheres to Google ’ s E-E-A-T guidelines . Gone are the days where you could hide who you are ; now you need real authoritative authors that can add value to your users . This helps us segway nicely into using social media effectively .
Used correctly , social media is a great tool for betting affiliates . I ’ ve seen some X ( formerly Twitter ) accounts grow to more than 100,000 followers in a matter of weeks just from posting some successful parlays and engaging with their audience .
Creating a community should be a focal point for any emerging brand ; you want people to trust and engage with you more than once . Then once they ’ re in , you begin to open them up to the idea of offers .
This tactic is more effective with the revenue share model , but it has been slow to catch on in the US with a separate licence being needed in some cases . However , it can certainly still work with a CPA model ; you just need to think about how you approach your community effectively .
DON ’ T IGNORE CASINO GAMING
You shouldn ’ t overlook the popularity of online casino gaming in the States either . While sports betting may be more readily available , the CPAs you can get for promoting casinos can be twice , sometimes three times that of what you will get for a sportsbook player . At the time of writing , online casinos are only available to affiliates in six states , so there is a much smaller pool of players to target .
If you are looking to get started in the US , it ’ s a good idea to have a multifaced domain that can target both sports and online casino players . Our site gamblingpromocodes . com does exactly this . We look to draw in sports players during the season for the most popular sports , but we also have a great opportunity to target other online gamblers as well .
CPA VS REVENUE SHARE
Affiliates should also think about the overall nature of the US model of
“ Gone are the days where you could hide who you are ; now you need real authoritative authors that can add value to your users ”
94 • ISSUE 94 • iGB AFFILIATE LONDON 2024