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Getting Sticky with It: Why Affiliate Traffic Should be About Quality Not Quantity
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.
Latest News
Gaming Americas Weekly Roundup – November 18-24
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
Two of Alabama’s leaders in the hospitality and tourism industry — Wind Creek Hospitality, owned by the Poarch Band of Creek Indians, and the McGregor family, owners of Birmingham Racecourse and Casino and Victoryland Casino — announced that they have entered into an agreement under which Wind Creek will acquire the Birmingham Racecourse. The sale is expected to be finalised by early 2025.
Kaizen Gaming Colombia, owner of the Betano.co brand, was authorised by Coljuegos to operate online betting in the country. With this new operator, there are now 16 web platforms that have the approval of the entity to market games of chance online. The entity is also in the process of authorising an additional operator called Bingo Casino, which is expected to begin offering bets in the coming weeks.
Gaming Laboratories International has become the first laboratory to achieve accreditation in Maranhão, Brazil. The accreditation allows GLI to perform tests and certification for the gambling and lottery industry interested in working with lottery and fixed-odds betting operators in the state of Maranhão. The milestone is the latest in a series of regulatory achievements for GLI in Brazil.
BetConstruct has announced their participation at this year’s GAT Caribbean Cancún that takes place in Mexico from November 26-28. Taking place at the Cancún International Centre, the GAT Caribe Cancú is a prestigious event that gathers manufacturers, operators and marketers to broaden the horizons of the online and land-based markets in Mexico, the Caribbean region and Central America.
Legendz Social Casino & Sportsbook announced its highly anticipated launch, offering players an unparalleled social gaming experience across 43 states in English and Spanish language. With a vast array of games, innovative features and a player-first philosophy, Legendz is set to redefine the online social and sweepstakes gaming landscape.
Partnerships
International Game Technology PLC has announced that it has launched its first wide-area progressive (WAP) compatible game in Colombia with the all-new Condor Link. Players across the country now have the opportunity to spin for large-scale WAP jackpots at nine properties operated by Winner Group Cirsa, one of Colombia’s largest gaming operators. Delivering a highly engaging entertainment experience to the gaming floor, IGT’s Condor Link game features four jackpot levels and a reset value of 75,000,000 Colombian Pesos (COP).
Cisco and MGM Resorts International announced that the companies have signed a Whole Portfolio Agreement (WPA), empowering MGM Resorts with the majority of Cisco’s software portfolio. This includes cybersecurity, software defined networking, software defined-WAN, digital experience assurance, full-stack observability, data centre and services. This agreement spans 5.5 years, benefiting guests and employees across all of MGM Resorts’ properties.
Endorphina has entered into a partnership with Luckia, a leading company in the gaming sector. Combining Endorphina’s passion for slots with Luckia’s innovative spirit, this partnership is set to provide incredible gaming experiences to all iGaming enthusiasts. Luckia is a commercial brand of Luckia Gaming Group that combines offline and online gaming, including traditional businesses such as gaming machines in bars and restaurants and gaming arcades, new online gaming activities and land-based sports betting.
The post Gaming Americas Weekly Roundup – November 18-24 appeared first on European Gaming Industry News.
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POKERSTARS UNVEILS POWER PATH LUCKY REELS SLOT: SPIN YOUR WAY TO EXCITING REWARDS
PokerStars is thrilled to introduce its latest online slot game, Power Path Lucky Reels, where players can win Power Path tickets and passes worth up to $10,300 at any time during gameplay.
This innovative slot game offers players an exciting new way to secure Power Path Passes and access some of PokerStars’ most prestigious poker experiences.
Key Features of Power Path Lucky Reels:
- Random Drops for Big Wins: Power Path Lucky Reels randomly awards prizes during gameplay, meaning any spin can result in a win.
- Exciting Rewards: Players can win a range of prizes, from Step 1 Tickets to coveted Gold Power Passes worth $10,300.
- Your Path to Poker Glory: Secure your Power Path Pass and take a step closer to exclusive poker opportunities.
“Any Spin Can Win”
Players simply spin and play as usual, and on any spin, a Power Path Prize could drop, giving them an instant shot at poker glory.
Rewards Available:
- Step 1 Ticket
- Step 2 Ticket
- Step 3 Ticket
- Step 4 Ticket
- Power Path Bronze Pass
- Power Path Silver Pass
- Power Path Gold Pass ($10,300 value)
Power Path Lucky Reels launches November 25th, exclusively in the PokerStars client. Don’t miss this exciting opportunity to play, spin, and win your way to unforgettable poker experiences.
For more details, please contact [email protected].
More information on responsible gaming can be found by visiting: pokerstars.com/about/responsible-gaming/
For PokerStars UK: Offer runs until August 25, 2025. Power Path Lucky Reels only. Initial opt-in required. Unopened Chests and rewards expire in 72 hours. Terms apply and more information about the Terms and Conditions for the promotion on PokerStars UK can be found by visiting: pokerstars.uk/poker/promotions/terms/?language=en
The post POKERSTARS UNVEILS POWER PATH LUCKY REELS SLOT: SPIN YOUR WAY TO EXCITING REWARDS appeared first on European Gaming Industry News.
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T1 claims victory at Red Bull Home Ground 2024
After a thrilling Grand Final, T1 claimed the 2024 off-season champions title at this year’s Red Bull Home Ground. Emerging victorious with a 3-1 victory over Cloud9, they take home the much-coveted trophy for Korea.
In front of more than 2000 fans experiencing the excitement first-hand in Berlin, Germany and the thousands more watching at home, the professional VALORANT Invitational tournament saw a closely fought finale play out on the Arena Berlin stage.
As the event kicked off on Thursday 21 November, the Group Stages saw both T1 and Cloud9 put in dominant performances as they each went 2-0. While Team Heretics started in a strong position with a win over FOKUS, they fell to Cloud9 and, due to medical issues, were unable to continue, sending FUT Esports straight to the Semis. Vying for their own spot in the semi finals, last year’s champions Fnatic were unable to replicate their 2023 success as G2 headed into the lead with a 2-0 victory.
The Playoffs saw Cloud9 continue their dominant streak as their Semifinals match against G2 Esports went 2-0 with strong performances on both Sunset and Pearl. FUT Esports faced off against T1 in a hotly competitive game, with T1 taking the first map and FUT Esports the second. After a neck and neck showdown, T1 finally took Ascent as FUT bowed out the tournament and T1 advanced to the grand final.
The final stage of the competition saw Cloud9, who came in second place at last year’s tournament, go head to head against T1 in a thrilling matchup. Continuing to step it up in the grand final, T1 were off to a strong start as they took Abyss in a closely fought first match. Although Cloud9 soon equalled the score as they took the second map, it was T1 that eventually emerged victorious, winning the next two closely contested games to claim the trophy and Red Bull Home Ground 2024 champion title.
Following an excellent performance throughout the tournament, Red Bull Home Ground champion BuZz of T1 said: “Winning this tournament means a lot for us. Against international teams we show we’re strong, so that’s why I’m happy we win this tournament and maybe we can keep this momentum until the end of 2025!”
The post T1 claims victory at Red Bull Home Ground 2024 appeared first on European Gaming Industry News.
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