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Getting Sticky with It: Why Affiliate Traffic Should be About Quality Not Quantity

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In a highly competitive “bonus blitzing” affiliate market, the only real winner is the bonus hunter. These affiliates may be sending traffic through to their partners in volume, but many of their users are just looking to play through a good deal, never to return.

At Slots Temple, we believe the “stack ‘em high, watch ‘em fly” approach to aggressive bonus-driven traffic no longer flies. We wanted to focus on improving the quality of the traffic and that meant doing things differently.

We began life as a site that offered free demo games and slots tournaments, and this helped to build a highly engaged base of players that genuinely loved playing slots. But we wanted to take this to the next level.

When we were awarded a UKGC gambling license in 2022, it meant we could offer cash prizes for our free tournaments. And then the next logical step was real-money tournaments in the UK with juiced-up prize pools, and ultimately real-money slots.

To create better quality traffic, you need to engage with your customers to better understand them and foster loyalty. It helps if you have a unique value proposition to increase the stickiness of your brand and engage audiences more effectively.

Our real money tournaments are a real UVP and are proving wildly popular with our users. The stakes we offer are low. You can play a slots tournament for as little as 1p, and the free-play model remains a large part of what we do – exclusively so outside the UK.

Ultimately, we want to be a safe place for players, which is why offering low stakes games is important. It’s about fostering a player base that trusts us and feels comfortable playing with us.

Yes, we’re blurring the lines between affiliate and operator, but our players know we’re not just chasing profits at the expense of everything else. Ultimately, our players see us primarily as a destination for fun play and prizes, and it’s important that we maintain that balance. If they thought we were simply out to rinse them, we’d lose their trust, and they wouldn’t come back.

Instead, it’s about offering more choice and increasing that stickiness. It also helps us better understand what games our players like to play so that we can offer more personalized recommendations.

And this is how real-money slots tournaments can really increase the quality of traffic. If a player has been playing a certain slot in a real-money tournament, for example, and wants to play at a partner site, we can guarantee that we are referring a player who is already highly engaged with the game and is ready to transition to higher stakes.

Of course, within the framework of real-money tournaments, it’s important to continue diversifying offerings by devising new formats. We have turbo tournaments, risk tournaments — a multitude of formats and price points so everyone can play the way they want to.

Our real-money tournaments are further enhanced by what was always a highly gamified platform. So, we have leaderboards, Xpoints, rewards chests, and challenges.

Continuous challenges, incentives and rewards keep users engaged over the long term. These elements can appeal to users’ competitive nature and desire for achievement, as they play for bragging rights. This enhances social elements and encourages them to engage frequently with the product

Adding fun and playful elements enhances the user experience beyond the tournaments themselves. Regular rewards and recognition prevent burnout and keep users motivated. And engaged and motivated players are more likely to become passionate about the brand.

Creating a player base that produces true value to your affiliate partners requires a number of the right ingredients, plus a lot of care and attention. But the affiliate landscape is changing, and affiliates need to get creative to get sticky.

 

Author: Fraser Linkleter, CEO at Slots Temple

The post Getting Sticky with It: Why Affiliate Traffic Should be About Quality Not Quantity appeared first on European Gaming Industry News.

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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NEW HORIZONS FOR ZETTAONLINE AFTER SBC SUMMIT

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Milena Tsankarska, Chief Commercial and Marketing Officer, represented ZettaOnline at the SBC Summit, leaving the event with promising new opportunities for the company. The summit, held from September 24th to 26th, 2024, at the Feira Internacional de Lisboa, brought together some of the top global experts in the gaming industry in the Portuguese capital.

“We have the chance to exchange ideas and form promising new partnerships which faced directly our marketing strategy to expand our services to different markets by establishing and cultivating long-term partnerships with new clients,” shared Milena Tsankarska. “At Lisbon our team was actively involved in engaging with industry peers, showcasing our cutting-edge solutions, and discussing potential collaborations that could drive mutual growth and success,” she added afterwords.

More than 600 exhibitors showed their new products and services within the gaming and entertainment industry in Lisbon. There also were a variety of dynamic conference formats where 450+ speakers shared their experience, and everyone had the opportunity to connect with 25,000 industry professionals.

“We would like to thank the organizers for hosting such an outstanding event. We’d also like to extend our gratitude to our esteemed partners and clients for the opportunity to reconnect, explore new possibilities, and create memorable moments together,” said Milena after the SCB Summit. At the SBC Summit, there were several themed areas like the Casino & iGaming Zone, Sports Betting Zone, Player Protection Zone, ESI Lisbon – Esports, Gaming & Creators Zone, and two summits: Payment Expert Summit and Affiliate Leaders’ Summit.

Next stop for Zettaonline’s team is BEGE/EEGS, which are two of the premier events in the gaming and entertainment industry. The Balkan Entertainment and Gaming Expo (BEGE) will showcase the latest innovative technologies and trends from across the sector. The Eastern European Gaming Summit (EEGS) is an annual gaming conference, just parallel to BEGE, with more than 400 industry representatives from 25 countries. For more information about our participation and to book a meeting with us, please contact [email protected].

The post NEW HORIZONS FOR ZETTAONLINE AFTER SBC SUMMIT appeared first on European Gaming Industry News.

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MIRACL partners with Continent 8 to offer its single-step passwordless MFA solution to simplify the login experience

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MIRACL’s passwordless multi-factor authentication (MFA) service adds to Continent 8’s multi-layered cybersecurity and regulatory compliance suite of solutions, providing secure, frictionless logins on any browser or device.

MIRACL, a provider of passwordless multi-factor authentication (MFA), today announces a new partnership with Continent 8 Technologies, a leading provider of global managed hosting, connectivity, cloud and cybersecurity solutions to the iGaming and online sports betting industry.

This collaboration has enabled Continent 8 to enhance their regulated cybersecurity product portfolio with MIRACL’s secure, single-step MFA solution, offering the most secure and efficient authentication experience possible.

MIRACL’s MFA service streamlines the authentication process with a single personal identification number (PIN) code or device-based biometric. This allows players to access an online service via browser or app in under two seconds – 20 times faster than traditional multi-step MFA methods. Crucially, this means MIRACL enjoys the highest Login Success Rate, 99.9% on average, which leads to increased traffic and conversions, boosting revenue and enhancing user experience.

The solution also saves cost by preventing account takeovers and minimising account resets, allowing gaming operators and suppliers to reduce IT helpdesk and infrastructure support costs.

The MIRACL MFA solution delivers banking-grade security through a zero-knowledge framework, ensuring that no security-related information is stored or shared. By eliminating credential exchanges, the service is fully resistant to all remote and brute-force attacks, including credential stuffing, man-in-the-middle, password spraying, phishing, replay and SMS fatigue, thereby offering zero vulnerabilities. The MFA solution complies with the most stringent security and privacy regulations, including MFA legislation requirements for the regulated iGaming and online sports betting industry.

Rob Griffin, CEO at MIRACL said “The shift to mandated MFA by regulators is set to be a massive change in the industry with requirements changing quickly across the globe. MIRACL meets 100% of these requirements for 100% of users while also massively improving their experience.

Over the last 25 years, Continent 8 has become a trusted authority within iGaming in respect of cybersecurity, regulatory adherence and the art of provisioning gaming services that delight their customers. MIRACL’s innovative solutions exceed customers’ expectations in all three of these realms so for us, Continent 8 is the perfect partner. We look forward to bringing our passwordless, single-step MFA to their global client base.

While operators can understand conceptually the potential for passwordless authentication to increase revenues and save costs, they need a trusted and expert partner to help navigate the path. Working closely in tandem, MIRACL and Continent 8 can meet that sizable customer need to ensure customers realise the massive ROI that MIRACL’s passwordless MFA enables.”

MIRACL’s passwordless MFA solution will be part of Continent 8 and C8 Secure’s (a Continent 8 company specialised in cybersecurity) comprehensive suite of multi-layered cybersecurity solutions. The current portfolio includes VAPT, Compliance Audit, DDoS, EDR & MDR, Mobile Protect, SafeBait, SIEM & SOC, V-Scan, Backup and WAAP services, among others.

David Brace, Principal, Innovation & Technology at Continent 8, said: “Speed, uptime, compliance and security are the pillars of our business, whether it be infrastructure, connectivity or the protection of digital assets. By partnering with MIRACL, we add an MFA service that protects players from fraud and cyber attacks, meets regulatory compliance and offers operators a swift, password-less MFA experience.

“This strategic alliance is a significant step forward in our ongoing mission to be the trusted cybersecurity and infrastructure partner for the regulated iGaming and online sports betting industry.”

The post MIRACL partners with Continent 8 to offer its single-step passwordless MFA solution to simplify the login experience appeared first on European Gaming Industry News.

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7777 gaming signs strategic agreement with R. Franco Digital, expanding reach in Spain and Latin America

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7777 gaming signs a strategic agreement with R. Franco Digital, a prominent player in the gaming sector and part of the Orenes Group. This partnership sees 7777 gaming’s extensive portfolio of casino content distributed across Spain and key markets in Latin America, where R. Franco Digital has a significant presence.

Through this agreement, players in these regions will gain access to 7777 gaming’s popular and diverse titles, including Devil’s Deal Soul for Sale, Cash 100, Crazy 100 Bucks, Thracian Treasures, Crazy 20 Bucks, Barbarian, Candy Anyways, Club Mr. Luck, Jinn, Sea of Treasures, and many more. Known for their innovative features and captivating gameplay, these games are set to bring a fresh wave of excitement to players across Spain and Latin America.

Zhana Aleksandrova, Business Development Manager for Spain & Latin America at 7777 gaming, commented: “The signed agreement with R. Franco Digital gives us another level of motivation and dedication to two very important markets for us – Spain and Latin America. R. Franco Digital has a strong presence, a wide network of partners, and an audience that loves exciting and innovative casino games. We are confident in our mutual success and are looking forward to receiving feedback from the players’ community.”

Guillermo Ruipérez, Head of Sales at R. Franco Digital, added: “We always strive to adapt our offerings to the requirements of our clients and their players. Our partnership with 7777 gaming aligns with our mission to offer the latest and most innovative gaming concepts available on the market right now. We are constantly upgrading and expanding our portfolio of providers to ensure that our clients are satisfied with what we can offer.”

This collaboration represents a significant step forward for both companies, as they work together to bring high-quality, engaging casino games to new and existing players in these vibrant markets.

The post 7777 gaming signs strategic agreement with R. Franco Digital, expanding reach in Spain and Latin America appeared first on European Gaming Industry News.

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