SBC’s fortnightly Betting on Sports webinar series continues on Wednesday 21 August with ‘Reality 2019: Survival of the Fittest’, an in-depth look at the changing nature of player acquisition programmes, hosted by AffiliateINSIDER.
The session will examine why a number of the industry’s player acquisition programmes are struggling to transition to the sector’s new marketing demands.
As we approach the ‘peak betting phase’ across multiple markets, does industry leadership need to rethink the proposition of affiliate marketing programmes as a discipline, adding long-term marketing value beyond blunt acquisition measurements?
Furthermore, how has affiliate marketing’s mass M&A condition changed the relationship between operator and publisher, as betting operators seek to conquer very present scale challenges that have seen a number halt operations (188Bet, BetBright etc..)?
Leading the webinar discussion will be AffiliateINSIDER Founder Lee-Ann Johnstone, an industry marketing expert who is committed to developing the sector’s next-generation player acquisition programmes with a focus on employee training, developing transition strategies and forming tailored acquisition models.
Johnstone said: “Acquisition marketing is getting harder to manage without specialist expertise for every digital medium we work in. Omni-channel marketing is detailed and complex, and brands are moving away from a requirement to try to manage everything in-house because they need expertise to succeed in igaming’s competitive environment.
“I’ll be lifting the lid on the inner workings of why acquisition programmes typically fail and sharing tactics for building sustainable relationships and online revenue.”
Joining Johnstone on the panel is Gavin Moore, Director – Group Acquisition Marketing for Better Collective.
Moore said: “Affiliates must now go beyond ‘just’ delivering the players. We must further align our interests with our business partners and strive to contribute more to the value chain via the products we provide that nurture our communities.”
The Betting on Sports webinar series is designed to provide stakeholders from across the industry with regular updates about current issues and opportunities, with input from high-level specialists.
It is run by SBC, the team behind Betting on Sports, the world’s leading sports betting industry event. Betting on Sports 2019 takes place at Olympia London on September 17-20, with more than 3,500 delegates from operators, affiliates, suppliers, payment providers, regulators and sports clubs set to attend.
Previous Betting on Sports webinars are available on demand.