Editor ' s letter page iii
Editor ’ s letter
Welcome to this special edition of the Blueclaw-iGaming Business SEO Report produced for the 2017 London Affiliate Conference .
There is so much talk in the igaming sector of omni-channel , open platforms or agile technologies that it is easy to forget that doing one element of a corporate strategy well is no longer enough .
This is because success is about combining all those elements across the igaming board , whether for operators , affiliates or suppliers .
Search is no different and the focus has to be on the ‘ four pillars ’ of customer acquisition :
• On-site technical SEO ,
• Content marketing , off-site SEO and link earning ,
• Customer experience and engagement ,
• Paid search and social .
It is not enough to do just one of these things well – it is the combination that makes the difference between success and doing ok , or worse . This is even more relevant when the industry is so competitive and players have so many alternatives to choose from .
All this comes at a time when operators are being squeezed for every penny , dollar or euro by governments desperate for tax revenues . This is where affiliates can play a key role in helping them make best use of the data , optimise their acquisition process and put in place strategies that are scalable , while growing their own businesses .
We hope you enjoy this report and look forward to seeing you all at the London Affiliate Conference .
Jake Pollard Report editor Head of online content , iGaming Business
The four pillars of player acquisition in igaming
Blueclaw report 2017
iGB Blueclaw Player Acquisition Report 2017 _ v2 . indd 3 03 / 02 / 2017 17:50