LATAM
From volume to value : How to thrive in emerging markets
Emerging markets present a big opportunity for affiliates to scale rapidly and capture untapped audiences . But there are still lots of misconceptions around how best to approach these regions , writes Already Media CEO Alina Famenok
As an affiliate with a focus on emerging markets , I ’ m often asked if there ’ s a secret to growing quickly in these regions .
Over the last three years , Already Media has expanded from a startup to a team of more than 250 people , and this has been achieved almost exclusively in so-called emerging markets , particularly in Asia , Latin America and parts of Africa .
You may be disappointed to hear that there isn ’ t a single big secret to emerging market success . What there is , however , is a mindset that differs quite significantly from how I see affiliates approach more established igaming regions , particularly in Europe .
Here are five areas to consider .
Rewrite your Tier-1 playbook
One of the biggest mistakes I see affiliates make when entering emerging markets is applying a one-size-fits-all strategy based on their previous Tier-1 market experiences .
What works in mature markets often doesn ’ t translate well in new , evolving environments . For instance , following a strategy focused around a heavy reliance on high-value , long-term players is unlikely to work when player values are considerably lower .
Similarly , the channels through
iGBAFFILIATE . COM • 49