The industry landscape: affiliates in igaming 2018

Date: 
23 July 2018

The findings of the second annual iGB Affiliate Survey reaffirm some important constants in the day-to-day working lives of affiliates, from regulation to the importance of trust, clear communication and transparency in dealings with affiliate programmes.

The 2018 edition also finds the businesses of those affiliates surveyed in rude health, with the mean monthly amount generated up 28% year-on-year to $150k (albeit skewed by the 14% earning more than $400k) with commissions on the rise and these having increased by 42% compared to 37% in the 2017 survey.

We also see affiliates adapting to changes in areas such as martech, with marketing platforms/automation identified alongside the opening of the US market as the industry trend and development affiliates identify as becoming increasingly important to their business.

The trends and developments they identify as already impacting their day-to-day businesses reflect the headline developments in the core UK market (69% targeting this territory), with programme closures, ad compliance and increased liability this year figuring alongside regulation.

Indeed, while respondents remain bullish about the outlook for the wider gambling industry, there has been a marked erosion in confidence regarding that for the igaming affiliate space, from the perspective of those surveyed on both the affiliate and affiliate programme sides.

Beyond the headline stats, the survey results also include a depth of detail and insights about the igaming affiliate space not available anywhere else. Did you know, for instance, that 50% of affiliates still don’t read the T&Cs before signing up to a programme?

Anyway, we will leave you now to trawl through these to find the snippets that are most useful to your work.

We hope you find the contents informative and as we soon embark on putting the next questionnaire together, please don’t hesitate to get in touch with your feedback at info@igamingbusiness.com

Stephen Carter, editorial director, Clarion Gaming

Click on the e-zine below or this link to view the full report.