on the number of users who browse YouTube merely as a guest, but the numbers are likely to be significant.
Implications for affiliates
Moving forward, any affiliates who rely on YouTube as a way of sending traffic to operators will need to reassess how they use the channel.
Embedding referral links into video descriptions used to be a primary method for affiliates to drive user engagement and revenue. As an overall model, affiliates should:
Content that promises‘ guaranteed returns’ from gambling activities will be removed, irrespective of the gambling service’ s approval status
Evaluate how your revenue streams are impacted How does the fact that you are no longer able to include direct links to gambling sites affect your overall YouTube marketing model? Once you can attribute key metrics to YouTube, you can then start to look as to how you can fill that void. It may be more of a loss of brand awareness than direct revenue, in which case this could be easier to resolve.
Think about how to evolve your content strategy Affiliates need to explore alternative content approaches that comply with YouTube’ s guidelines while still engaging their target audience. This might involve focusing on educational content about gambling laws, responsible gambling practices or general gaming entertainment without direct promotion. Could your current strategy be turned into a safer gambling initiative or focus?
Consider diversifying your strategy Typically YouTube would be part of an overall marketing plan for an affiliate. However, if it’ s something you relied on heavily( for example if you are using a YouTube brand ambassador with a large following), you need to start looking at how you can leverage other channels more effectively. Could some of your content be tailored to other mediums?
In conclusion, while YouTube’ s updated policies present challenges for affiliates in the iGaming space, they also offer an opportunity for us to innovate and diversify. By understanding the new guidelines and adapting strategies accordingly, affiliates can continue to reach audiences within the platform.
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