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Mike Murphy, founder of OnlineBettingSites.com, says that affiliates can help operators enter new markets and build brand equity quickly, but that publishers must be responsible to succeed in the long-term

 

Online gaming affiliates play a critical role in the industry as marketing specialists. While a major operator may find success advertising its wares through mass media, the shotgun approach is expensive and interaction with customers is kept to a bare minimum.

Affiliate marketing can also be expensive, but those costs only materialize after affiliates have delivered new customers. Those costs can also be managed to a great degree; the operator chooses how much to pay per player delivered and therefore has near-total control over the average cost per customer acquisition made through affiliate channels.

Additionally, affiliates interact with potential customers on a deeper, more personal level than any 30-second ad on TV could ever hope. The value of affiliate marketing is perhaps best realized when it comes to operators who want to build rapport with potential customers, break into new markets and better explain new offerings.

Of course, affiliates also have certain obligations on their side of the deal. Affiliates need to promote online gambling in a responsible manner not just for ethical reasons, but also out of pure self-interest. Regulators around the world have begun enforcing stricter advertising standards – even to the point of holding operators responsible for the actions of affiliates in some cases.

Thus, it is more important now than ever before that affiliates provide value to operators. Otherwise, affiliates run the risk of tipping the risk-vs-reward balance too far in in the wrong direction for operators.

How Quality Affiliates Provide Value to Operators

Affiliate programs provide value to operators in more ways than the obvious benefit of sending qualified players. A strong affiliate program builds brand name trust, is very handy for entering new markets, sending qualified traffic, spreading brand awareness and even boosting search engine rankings.

Managing an effective affiliate program does come with its challenges, but overall the affiliate model is so popular because it just works. A quality affiliate program led by a competent affiliate manager will pay for itself many times over in terms of direct financial benefits and general brand awareness.

Building Brand Name Trust

Quality affiliates are trusted affiliates and trusted affiliates create brand name trust

To parse that in plain English, high quality affiliates build rapport with their readers, viewers and followers. Affiliates who operate in an ethical manner and who are honest with gamblers despite any financial incentives to the contrary are going to earn the trust of readers over the long term.

It just so happens these are usually (although not always) the most effective and successful affiliates in general. However, operators should be careful not to overlook smaller and newer affiliates either if those affiliates are ethical and motivated.

Keep in mind a certain percentage of smaller affiliates either a) will become big affiliates in the future or b) already are big affiliates and you just don’t know it yet.

These high-quality affiliates build brand name trust for operators because their readers believe what they say. If an affiliate tells his substantial viewership that a certain sportsbook is an excellent place to bet online because of reasons X, Y and Z, that information has a way of seeping into the wider consciousness of the online gambling community.

Operators who invest the time and money in maintaining relationships with quality affiliates will reap the fruits of those rewards for years to come. They will receive favorable mentions, build brand recognition and receive new customers – all without paying a thing until results are delivered.

Affiliates Are an Effective Tool for Breaking into New Markets

Nobody knows the lay of the land like a local affiliate

A UK-based operator will have little trouble expanding into other English-speaking countries, but things can go wrong in a hurry if expansions into a country with a significantly different culture are not managed very carefully.

Translations errors, cultural norm violations and even a simple misunderstanding of what customers in a new market value can all be expensive mistakes for operators, both in terms of advertising costs and any negative hits to the brand name.

Even if major mistakes are avoided, expanding into a new market can be done quite efficiently through the use of affiliates who understand local values, preferences and lesser-known advertising methods that happen to be particularly effective in that region.

In other words, local affiliates have their finger on the pulse of the local market. And again, they take on the risk upfront while the operator only pays advertising commissions after results have been delivered.

Affiliates Deliver Qualified Customers

Quality affiliates deliver qualified customers

High quality affiliates specialize in delivering qualified traffic to gambling operators, primarily through a deep understanding of SEO and content marketing. Skilled affiliates are experts at capturing traffic from search engines and converting that traffic into visits to operator websites.

Running an affiliate program is almost like running an AdWords campaign but without the upfront cost. Rather than bidding on expensive gambling-related keywords, an operator can rely on affiliates to rank for high-converting keywords and deliver traffic to the operator.

Another way to think of it is that with AdWords, you pay for clicks. With affiliates, you pay for results.

Even newer or less-effective affiliates cost the operator almost nothing to maintain. As long as those affiliates are representing the brand name in an ethical and responsible manner, operators should consider keeping them on board. Results are results wherever they come from.

Affiliates Spread Brand Awareness

Affiliates crowdsource brand awareness

An active and robust affiliate program can help operators expand the public’s awareness of the brand. Affiliates are driven to make money, and they do that by discussing the brands with which they have advertising relationships. Even if some affiliates are having a hard time driving traffic, all those affiliates out there are constantly spreading the word far and wide.

Affiliates are a diverse bunch with unique insights, different ways of doing things and all sorts of marketing methods. Running an affiliate program takes advantage of the crowdsourcing concept – rather than a single marketing team, the operator has hundreds (or thousands) of marketing people spread all around the world constantly striving to put the brand name in front of eyes.

Imagine all those many affiliates out there right now writing articles, producing videos, posting on social media and testing new marketing techniques all while promoting their partners’ brand names. Now consider the size of the in-house marketing team it would require to match those efforts. Managing affiliates can feel like herding cats sometimes, but it’s hard to beat the sheer volume affiliates provide when it comes to marketing material that increases brand awareness.

Affiliates Provide SEO Benefits

A side effect of affiliate marketing is better search engine rankings for operators

The majority of affiliates live and die by search engines. The higher they rank on Google, the more money they make. These affiliates do not just point links to operator websites, they also strive to get links pointed to their own websites – which in turn boosts the value of links they point to operators.

Although most affiliate links pointing to betting sites are cloaked, there’s still benefit there. Some affiliates use raw affiliate links; others occasionally point to internal marketing pages on operator websites. Even simple brand mentions (even if unlinked) make a difference in search rankings.

Additionally, the increased brand awareness leads to more people searching for operator-related terms. This in turn spreads awareness, generates discussion and ultimately does benefit operators in their search engine rankings.

Considering the Obligations of Affiliates
It is no secret the affiliate business model can provide a wonderful quality of life for affiliates who are smart and determined. Being able to work from anywhere in the world and potentially earning obscene amounts of money are just two of the lifestyle’s many perks.

However, affiliates should take care not to abuse the opportunity presented by operators. While affiliates have certain expectations of their partners, every affiliate has certain obligations to ensure the unique opportunities provided by this business remain open for many years to come.

The word “obligation” has a bit of a negative connotation, but it’s not that bad. There are really just two primary rules affiliates can follow to run a business that is successful, trusted and ethical: be responsible and always tell the truth.

Promote Gambling Responsibly

Responsible affiliates make life better for players and operators alike

Affiliates have a moral responsibility to promote gambling in a safe and ethical manner. This one really isn’t all that difficult, but a small percentage of affiliates have in the past decided it was worth burning a lot of relationships in an attempt to capture easy money.

For example, there was the affiliate who ran a series of fake news stories that detailed a depressed, down-on-his luck man who was able to pay for his sick wife’s medical treatment after winning a jackpot at an online casino.

The story was completely fake, of course, and written in a terribly irresponsible manner. The affiliate’s actions didn’t just cross a moral boundary; they also brought the wrath of the UK’s Advertising Standards Authority (ASA) down on the operator. Affiliates have a moral duty and business obligation to run ethical advertising campaigns.

Always Tell the Truth

The truth makes life simpler for everyone

Affiliates: there is absolutely no need to lie or conveniently forget to tell your readers important things about the gambling sites you promote. You can make just as much money just as easily by always telling the truth.

In fact, the truth is a great way to build your reputation among visitors. People who trust you tend to listen to your recommendations – which of course means better conversion rates.

Don’t underestimate the average consumer; they’ll catch on pretty quickly if you’re willing to say whatever you think it takes to get a sale. While you can get conversions with unethical marketing tactics, you’ll build a longer-term business by building a relationship with your readers and establishing yourself as a reliable place to get the real deal on online gambling.

The truth will also keep you on the right side of operators and regulators around the world. Running an honest and ethical business is actually easier over the long term as you won’t find yourself dealing with banned advertising accounts and stern regulators. Honestly just makes sense whether you look the business from a financial or moral point of view.

 

 


Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Open the door

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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WSOP® PARADISE 2025 TO BREAK RECORDS AGAIN WITH $60M-GUARANTEED SUPER MAIN EVENT

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The World Series of Poker winter series boasts the biggest prize guarantee in live poker history 

The World Series of Poker (WSOP®) today revealed electrifying details of its highly anticipated WSOP Paradise winter tournament series, headlined by the $60,000,000-guaranteed Super Main Event – the largest prize guarantee in live poker tournament history. This monumental series is set to transform Atlantis Paradise Island in the Bahamas into poker’s ultimate winter playground from Dec. 4 through Dec. 18, hosted in exclusive partnership with GGPoker, the World’s Biggest Poker Room, and Triton, the leading high-stakes tournament organiser.

This third annual iteration of the WSOP Paradise festival will again showcase an unparalleled set of high roller and super high roller events. The tournament schedule will be jointly curated and hosted by WSOP and Triton Poker, ensuring a world-class experience for all players.

The festival’s undisputed crown jewel is the No Limit Hold’em Super Main Event Championship, with a buy-in of $25K. This record-setting tournament boasts an astounding $60,000,000 prize guarantee – a full $10,000,000 higher than last year’s landmark event. In 2024, Yinan Zhou famously outlasted a 1,977 field to claim his first coveted WSOP bracelet and the $6M winner’s prize.

Other festival highlights include:

  • Event #1: WSOP Circuit Championship Mystery Bounty (Dec. 4) – $2,500 buy-in (all WSOP Circuit ring event winners from July 1 through Dec 2. will receive an exclusive $5K Ticket to Paradise package that includes entry to Event #1)
  • Event #3: Triton Pot Limit Omaha Main Event (Dec. 5) – $100K buy-in
  • Event #5: Triton Invitational (Dec. 7) – $250K buy-in (the field will be evenly split between invited players from the worlds of business and entertainment, and their professional poker player guests)
  • Event #9: Triton No Limit Hold’em Main Event (Dec. 9) – $100K buy-in
  • Event #14: GGMillion$ (Dec. 15) – $25K buy-in – $10M prize guarantee

 

“They called us crazy last year for launching the Super Main Event with the biggest live tournament guarantee ever, so consider this a re-raise,” said Ty Stewart, Chief Executive Officer of WSOP. “WSOP Paradise is here to stay, and we’re making poker history once again, with the $60,000,000 guarantee and some new signature events. The expanded partnership with Triton, alongside the new Super Mystery Bounty kickoff event, headlines what is a can’t-miss winter festival.”

Daniel Negreanu, GGPoker Global Ambassador, added: “I said last year that a $50M guarantee for the Super Main Event was crazy – adding another $10,000,000 on top is freaking insane! WSOP is bringing the biggest high rollers and the best poker experience possible back to Paradise, and I cannot wait to be part of it.”

“We’re thrilled to return to WSOP Paradise and bring the Triton experience back to this part of the world,” said Andy Wong, Chief Executive Officer of Triton Poker Series. “WSOP Paradise is a truly exciting stop for us at Triton, and we’re proud to be part of it once again.”

“Each year, WSOP Paradise at Atlantis Paradise Island continues to soar. From the electric atmosphere and high-stakes drama to the passionate fans and unforgettable moments, the tournament is quickly becoming the can’t-miss, most sought-after event of the poker season. With ever-growing prize pools — including a record-breaking $60 million guarantee for the Super Main Event — all set against the iconic backdrop of the world-renowned Atlantis Paradise Island in the Bahamas, there’s truly nothing else like it,” said Joe Brunini, Chief Gaming & Customer Development Officer, Atlantis Paradise Island.

Players can satellite into the WSOP Paradise Super Main Event exclusively at GGPoker, with Road to Paradise qualifier tournaments already live in the GGPoker tournament lobby and more qualifier options set to launch in the coming weeks with WSOP Express. Winning players will secure a $30K WSOP Paradise Super Main Event package, which includes their SME $25K buy-in, discounted accommodation at the exclusive Atlantis Paradise Island resort, complimentary meals, and more.

To kick off the Road to Paradise in true style, WSOP is happy to announce that the player who is knocked out on the prize bubble in this year’s WSOP 2025 $10K Main Event in Las Vegas will be awarded a $30K WSOP Paradise Super Main Event package, instantly transforming the Bubble Boy’s moment of bad luck into a second shot at glory.

The full WSOP Paradise 2025 daily schedule will be revealed later this year. The WSOP reserves the right to cancel, change, or modify the tournament or any tournament event, in part or in whole, without notice.

Please follow @WSOP on X (formerly Twitter) and Instagram or check WSOP.com for more event news and updates. More information about this year’s Road to Paradise and WSOP Express qualifiers will be revealed at GGPoker.com in the near future.

The post WSOP® PARADISE 2025 TO BREAK RECORDS AGAIN WITH $60M-GUARANTEED SUPER MAIN EVENT appeared first on European Gaming Industry News.

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Fruity King Launches Bingo Offering Through Strategic Partnership with Playtech

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Fruity King partners with iGaming titan Playtech to bring a diversity of new bingo options for its player base to enjoy.

Fruity King, a well-established name in the UK online casino market and operated by ProgressPlay, has officially launched its all-new bingo product, made possible through a newly announced partnership between ProgressPlay and Playtech, one of the world’s leading gambling technology companies.

The new bingo offering is powered by Playtech Bingo, one of the largest and most respected bingo networks globally. Through this integration, Fruity King players can now enjoy an elevated bingo experience, complete with a wide range of game formats, jackpot options, social rooms, and mobile-optimised features – all accessible directly via the Fruity King Bingo platform.

This partnership is a significant milestone for both companies and underscores ProgressPlay’s ongoing commitment to innovation and product diversification within the online gaming sector. It also marks an exciting new chapter for Fruity King as the brand evolves from a slots and casino-focused site into a more well-rounded, multi-vertical platform.

“We’re excited to bring a fresh bingo experience to our players with the backing of Playtech’s best-in-class technology and network,” said a Fruity King spokesperson. “This launch strengthens our commitment to delivering top-tier entertainment and expands our game offering in a way that reflects what UK players want — quality, variety, and trust.”

Fruity King’s bingo section offers a selection of 90-ball and 75-ball bingo alongside exclusive rooms, community chat features, and daily jackpot draws. These are hosted within Playtech’s established network, which is trusted by leading UK operators and attracts tens of thousands of players daily.

The integration also ensures compatibility across devices, with seamless play on desktop, tablet, and mobile, and is fully supported by responsible gaming features in line with UKGC requirements.

The move aligns with broader trends in the UK iGaming space, where bingo remains a strong growth category, especially among mobile-first users seeking more social and casual gaming experiences. Fruity King’s entry into the space is timely, strategic, and designed to enhance both acquisition and retention metrics across its player base.

As part of the rollout, Fruity King will also support the bingo launch with dedicated promotions, onboarding offers, and cross-vertical incentives for existing slot and table game players.

 

The post Fruity King Launches Bingo Offering Through Strategic Partnership with Playtech appeared first on European Gaming Industry News.

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Movers and Shakers – Beyond integration: Why system interoperability is the real game changer

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Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.

 

Dominic Le Garsmeur (CPO) at Fincore, says integrations without a clear interoperability strategy add technical and operational debt, hampering future growth.

System integrations are hugely important for any online sportsbook or casino, adding capabilities and features to drive growth.  But integrating without considering and optimising interoperability can do more harm than good by adding technical and operational debt to the business and ultimately hitting growth.

Integrating without interoperability pushes information from one system to another, but the connection itself has no intelligence. It’s a mechanical link, and the systems remain fundamentally separate, each operating with its own distinct rules. Any real understanding, like why that data was sent or what other processes it should trigger, is lost, creating data silos that are technically connected but strategically disconnected.

System interoperability provides the intelligence the connection lacks, establishing a shared operational model for the platform so all systems can act in concert. Most importantly, it creates a future-proof foundation, allowing new capabilities and features to be added with agility and confidence, turning the platform into an engine for innovation rather than a source of technical debt.

Before looking at why interoperability is more powerful than integration, and how companies can solve it, it’s important to understand how disconnects between platforms and systems occur in the first place.

 

Why does disconnection happen?

Operators acquire their tech stacks in different ways, but usually through a combination of building, inheriting legacy tech, acquisition and third-party providers. This often leads to platform and system silos with little to no compatibility between them.

Ultimately, disconnected systems drag down delivery and without interoperability, companies waste time reconciling platforms and tech rather than advancing forward.

 

Interoperability is more powerful than integration

Integration often means linking systems at a basic level, but interoperability ensures that data, logic and workflows are aligned and extensible.

It’s critical to have a strategic data layer and shared data structures that enables standardising of data representations, aligning systems at the logic level, not just the interface, and building an architecture designed to unify and extend across platforms.

In complex industries such as gaming, where tech plays such an important role in the user experience and the trust consumers have in brands, system interoperability is the only way to scale with control. In short, integration links, interoperability empowers.

 

Why interoperability is such a challenge in the gaming industry

Each integration is unique. Why? Because the combination of legacy systems, niche vendors and varying regulations in markets across the world means there is no blueprint for operators to follow.

Remember, most operator platforms are now decades old and were not built with modularity or openness in mind. And even those developing new platforms and systems from scratch often lack the in-house capability to design for interoperability from the get-go.

 

The risk of not achieving interoperability

When systems don’t interoperate, things start to fall apart. For example, delivery can grind to a halt, with every new feature launch or market entry becoming a grind. There are compliance risks, too, especially when it comes to fractured data and an increased risk of errors and audit gaps.

Then, of course, there is the poor player experience that will be provided. This could be anything from glitchy games to failed deposits and even the wrong marketing communications being sent to the wrong player cohorts.

It also impacts an operator’s ability to develop and innovate, as IT and tech become reactive rather than proactive. And in such a competitive market, this can see a brand quickly fall behind the curve.

 

How to solve the interoperability conundrum

Ensuring interoperability is a complex and comprehensive undertaking, but there are some high-level things operators can do.

This starts with standardising critical data flows and logic, not just the interface. Remember, a single view of data is what ensures all the platforms, systems and networks communicate with each other in the same language.

Operators should also design for change, as architecture must support long-term growth and plug-and-play modularity. In most cases, it’s best to invest in strategic partners, not just tools.

 

How strategic partners can help

Partners such as Fincore can provide the strategic clarity operators need, defining what interoperability looks like for them and based on their business goals. We also bring execution muscle – we don’t just design it, we build it.

The right partner also brings compliance confidence. Companies such as Fincore are highly experienced when it comes to interoperability, and everything we do stands up to regulatory scrutiny.

This can be seen in our proven track record for delivering interoperability for everything from complex migrations to global-scale game roll-outs.

 

A real-world example of interoperability

Fincore worked with a US-based gaming services provider whose legacy systems across its land-based venues had created silos in payments, loyalty and in-resort experiences.

The solution we proposed saw us design and deliver a digital wallet that became the unified digital layer across the physical properties. We also integrated deeply with multiple rigid legacy systems to provide secure and compliant interoperability at scale.

The result? We delivered on time, unlocked a new digital product line and created a long-term tech foundation for the company to continue to build on.

When it comes to integrations, you can always wire systems together, but if you don’t do it in the right way, you get chaos. Interoperability is about creating order within platforms and systems, which in turn allows for unlimited scaling and growth.

And that’s why interoperability is the real game-changer.

The post Movers and Shakers – Beyond integration: Why system interoperability is the real game changer appeared first on European Gaming Industry News.

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