Redirection of players to other operators

[dannyx]

What do you think about such a case.
You have a bookmaker/casino site that for some reason you no longer want to promote. I don't know e.g. the conversion is too poor, you have doubts about the honesty and many other reasons.
However, this site has some traffic for keywods related to this operator.
If you try to redirect people coming to this sub-site to other companies, does it work for you to a certain percentage?
E.g. after clicking Visit site popup about the fact that this operator is not fully verified and safe and we recommend to read X and Y review. As well as other ways of redirection.

Have you tried this at your site and it works, or is it traffic lost?

[universal4]

This has been discussed many times at the GPWA.

The most recent discussion which may have some insight also is here.
https://www.gpwa.org/forum/content-p...ts-261999.html

I think part of decision of how to handle it depends partially on the reason, whether that be the casino closing, going rogue, affiliate account closing or just overall poor results.

Rick
Universal4

[dannyx]

Thanks for the link, I missed that topic before, even though I read a lot of old posts.

[vanq]

It has happened to me once. 4 sites I manage were ranking for branded keywords of an operator that decided to end contract with the company. While adding alternatives to direct users to another partner, I considered the user experience. So have in mind the person will search for "is casino XYZ legit?" and land in your page. Answer that question and then show why the alternative casino is a better option, it is needed some context. Also let it very clear that it is an alternative. Something bad I have seen in competitors is that they leave the XYZ casino exactly the same, with a CTA "play on XYZ" and when the user clicks is redirected to ABC Casino. That is very disrespectful to the player.

[PaulEchere]

What I do is simply put a clearly visible note that we don't recommend this operator and give a number of alternatives below.
In some cases I remove all aff links for the problematic brand and anchor all the buttons to that section with alternativebrands.
These pages usually don't lose traffic, though it will decrease in some time. They still covert, not in any exceptional way, but it's better than nothing.