The UK government’s proposed expansion of gambling taxes to encompass complimentary and reduced-price wagers is causing a substantial upheaval within the betting sector. Revealed in March and slated to commence next August, this alteration has sparked apprehension throughout the industry, particularly among affiliate marketers who depend significantly on promoting such deals.
Although not as instantly consequential as the recent levy on digital advertising, this fresh tax presents a considerable enduring obstacle. In essence, the complimentary wager framework, a fundamental element of numerous online betting platforms, is facing financial constraints.
Time is of the essence. Affiliates have a year to adjust, but the message is unambiguous: immediate action is imperative. Rather than relying on giveaways, the emphasis must transition towards accentuating brand distinctiveness and delivering genuinely worthwhile content for users.
Nevertheless, historical precedent offers a somewhat gloomy outlook. Drawing from past encounters with comparable tax implementations, doubts linger regarding whether operators will genuinely modify their approaches and effectively convey these shifts to their affiliate collaborators. This absence of communication and potential inertia could generate substantial impediments for affiliates striving to navigate this evolving terrain.
Therefore, partners are under pressure to assist operators in recovering. To discover answers, let’s examine the triumph of jackpot partner websites and how they’ve capitalized on the youth-driven pursuit of significant victories on social platforms, transforming them into lucrative patrons for wagering firms. Numerous of these enterprises have altered their entire marketing approach to entice this profitable demographic. Not only have they propelled product development, but they’ve also rendered betting more alluring to a fresh generation and reduced the entry obstacles.
Although this remains a highly effective strategy for partners, it appears that the bonus-laden promotions designed to attract the kind of clients that companies like FootyAccumulators enticed are diminishing. Coral, arguably the bookmaker most dedicated to acquiring customers from the younger demographic, has lately begun restricting bonus-driven account holders, relentlessly denying them access to enhanced-price promotions that were intended to encourage this relatively fickle audience to redeposit and disseminate offers within their network. Undeniably, Coral is under pressure to reduce expenditures as they might be compelled to sell numerous betting shops to secure approval for their merger with Ladbrokes. However, their eagerness to cut costs by targeting this profitable segment of their database speaks volumes about the impact the new Point Of Consumption levy will have on operators, partners, and, obviously, their players.
Okay, so all you aspiring partners in the vertical gaming sphere, those eyeing the top tier of the planet’s biggest legal wagering arena – get ready. It’s not going to be a cakewalk like it is for your sports wagering counterparts. Of course, gamblers will still frequent your partner websites for insights, but they’re going to do their due diligence when it comes to selecting where they actually lay down their money. Consider casinos, poker dens, bingo establishments – these players are astute and they’re seeking genuine worth, not merely dazzling incentives.
And regarding incentives, the sector’s fixation with showering gamblers with freebies needs to cease. Deposit match incentives, complimentary spins, no-deposit deals – it’s all a bit stale, wouldn’t you agree? Poker masters and astute bettors have already discerned that true worth resides in aspects like rakeback and favorable odds – and even those are being compressed in this fiercely competitive market.
Things require alteration, and swiftly. Currently, a select few software suppliers are dictating the terms, and even aggregators like Everymatrix are compelled to adhere to their regulations. This stifles creativity and makes it challenging for operators to differentiate themselves. What we require are novel concepts that can endure regulatory examination and provide enduring value to players. The upcoming bet365 won’t be founded on a mountain of complimentary wagers – it will be established on something far more enduring.
Okay, lets reimagine this message for the iGaming world:
“So, how can iGaming partners elevate their influence and encourage operators to make strategic decisions? To echo a sentiment from Baz Luhrmann, it’s time for these collaborators to apply metaphorical sunscreen… protection in the form of wise counsel!
Affiliate members, the moment has arrived to steer your product promotion and brand strategy teams towards success. Bestow emerging industry innovators with the confidence and exposure they merit on your platforms.
Casino partners, become advocates for exceptional studios whose games might not yet be on operators’ radar. Showcase free-to-play versions through your channels. Rather than directing players solely to familiar games, empower them to explore the future of gaming and relay feedback to your affiliate managers.
Poker partners, keep your focus on groundbreaking concepts like the Global Poker League.
Sports betting partners, don’t overlook novel features like BetStars’ Spin & Bet.
And everyone, embrace the esports phenomenon. Its potential is massive. In-game item wagering and exchange within Counter-Strike alone represents a multi-billion dollar market – double the size of the highly-touted daily fantasy sports sector.
Regarding advocacy, ensure alignment with the UK Gambling Commission and regulatory bodies in crucial regions. This proactive approach will help avert business setbacks stemming from ill-conceived tax legislation or advertising guidelines.
Bingo partners, it’s time to join the movement!
Keep in mind, this guidance originates from Tom Galanis, a seasoned iGaming marketing advisor.”
For more than ten years, Tom cultivated his expertise at prominent gaming industry giants like bet365, Gala Coral, and Rank Group. He wasn’t merely working; he was establishing his reputation by initiating and overseeing an impressive portfolio of 24 affiliate programs. Currently, he utilizes this extensive experience to guide companies in the online and social gaming sectors. He is particularly renowned for his contributions to Playstudios, the creators of the immensely successful myVEGAS social casino application. His proficiency didn’t go unacknowledged – in 2015, Tom was hailed as an emerging leader in the field, securing a coveted position on the “40 Under 40” list by Global Gaming Business publication.
