Study reveals that the mobile platform drives affiliate traffic

In a report issued by Income Access, Paysafe’s marketing and technology services provider, it has been outlined that affiliates are increasing their focus on growing traffic on the mobile platform.  

The report, entitled State of Play: iGaming’s Affiliate Marketing Industry, detailed that 39% of affiliates that took part in the research said that more than 50% of their traffic arrives from mobile devices.

The report includes statistical and anecdotal insights on the current state of the affiliate marketing industry as well as expectations for 2018 and what trends will define the months ahead.

The research included more than 20 survey questions covering a range of topics, including mobile traffic and optimisation, preferred advertising models, verticals and markets of interest, factors when considering an operator partner and more. The full report is available for download on the Income Access website.

The questions related to mobile and promotional strategies provided the most revealing insight, with 86% of affiliates outlining that they currently run a mobile site and 77% selected content (i.e. online site reviews, sports news, etc.) as a key promotional strategy.  For the latter point, other popular promotional strategies include banner adverts with sign-up offers (55%) and Twitter accounts with trackable links (30%).

Casino (44%), sportsbook (36%), poker (31%) and bingo (27%) were identified as the top four verticals that affiliates are considering promoting in the future. eSports (25%), lottery (21%) and social gaming (21%) also showed signs of long-term affiliate interest.

Lorenzo Pellegrino, CEO of Income Access and Digital Wallets at Paysafe, commented: “With the survey report, Income Access set out to evaluate the state of the industry through the eyes of affiliates. What we found was a mix of consistency, which can be seen in results for the leading markets and verticals, and evolution. Increased interest in bourgeoning verticals such as eSports and Lottery is a great sign for the industry. That affiliates are making a conscious effort to be strategic with their content development is similarly encouraging.”

Furthermore, some of the other key takeaways from the research are listed below;

• 25% of respondents are considering promoting eSports in the near future
• 23% are considering pursuing the Asian market in 2018
• 55% chose Revenue Share as their preferred advertising model
• 38% chose an evolving SEO strategy as their most valuable 2018 marketing activity
• 62% choose Facebook as the social media channel they will focus on the most in 2018