What makes a great Affiliate Program?

[Lloyd]

Cooperation is what makes a great program.

Affiliates working together with AMs to build a marketing presence towards a target market.

There is no magic, it's just focus and a willingness to work together.

Affiliates are by definition closer to the players than the casinos and trusted by the players to give them honest advice.

It's alignment. A casino-affiliate-player alignment takes effort to build. Sometimes it just exists but for the most part it takes a lot of thinking and trial and error. Once, you get the formula right together the sky is the limit.

It's a really interesting industry because of this unique affiliate-casino relationship. Obviously, a large brand with huge sponsorships off line gets enough type ins to not need any online advertising including affiliates but even then a strong off line brand can still benefit from getting the stamp of approval from affiliates. For the rest of the casinos there is a limit to how much they can grow without affiliates and no limit to how much they can grow with affiliates and I'm talking about the development of a partnership and where that can take both sides.

Sometimes people see a cake of a fixed size and believe, wrongly, that only thing that is important is to take the biggest slice, but this is of course never right. In most cases it's about making a big cake or just making a cake replicating machine

There is no limit to creativity, no limits

Some people call this lateral thinking, others just say it's business sense. Whatever you call it, it is the way to put more money in your pocket over a long period of time.

Not all affiliate-casino relationships work, sometimes there is no synergy and that is okay, just like the can't be friends with everyone or enjoy all sports.

So, what makes a great program?
Respecting what each side the brings to the table, working together smartly and a long term focus.

Have a great weekend!

Cheers