However, marketing globally can be expensive and driving brand awareness in a new location is often time-consuming and resource-heavy. In the US especially, rapid legalisation across multiple states has turned betting into a million-dollar industry and created a profitable opportunity for overseas operators to move into the new market. If betting companies are looking to expand their user base and market amongst big players, they must improve their visibility over affiliate partners’ traffic.įrom smaller players to large conglomerates, there’s an exciting opportunity for betting companies to establish their presence across global markets. Affiliate marketing provides a cost-efficient, low-risk alternative because businesses pay for conversions only.īut with money to be made, affiliate advertising fraud is rife and affiliate partners are likely delivering invalid engagement. Cost-per-thousand (CPT) payment models for traditional TV advertisements are progress towards paying for performance, but vendors still cannot guarantee that exposure will translate to depositing customers. With competition fierce, businesses are in a constant battle to keep costs low. For these businesses, affiliate marketing is a vital channel in driving new user acquisition and some of the largest sportsbooks like Paddy Power and DraftKings are among those utilising the strategy. As a result of relaxing regulations, international players can break into an increasing number of new markets but reaching local target audiences can be a challenge. By: Richard Metcalf, Global VP, Sports Betting & Online Gaming, TrafficGuardīetting companies can adopt cutting-edge technology and offer the very best odds, but amplifying your brand is still difficult in a saturated industry.

Sports betting affiliate industry 2024