What makes an In-house programme better than a Network?

[Nick Caulfield]

Hi,

I currently work for an Affiliate Network called buy.at and we are looking into improving what a Network can offer affiliates in the gaming sector and was wondering if anyone could shed some light on what might make a Network more attractive?

I understand that for the majority of affiliates the in-house programme is the more lucrative and a network will never be able to compete in terms of bespoke commissions but are there other areas where networks could offer an advantage?

One of buy.at's USP'S is our innovative solutions and technologies and we are keen to utilise this in order to make an in road into the gaming sector.

At the moment networks list relevant information like clicks, sales, EPC, conversions, commissions etc but what type of reporting and interfaces would be most effective for gaming affiliates?

Any feedback on this would be much appreciated.

Have a good weekend

Regards,


Nick Caulfield
Account Manager
buy.at

[universal4]

An in-house offers many advantages.

For instance, if the affiliate program is offered in-house, there are DIRECT connections to the casino itself, so that if a player has a problem and we are hyelping getting it worked out, when we discuss it with the affiliate program we know that they can take the issue direct to casino management and not be nearly as diluted having to go through third parties.

I think this goes for many other issues that may arise over time....anyhting we would discuss with the network would first have to go through that chain of command, then be forwarded to the in-house program through their chain of command before moving on to the casino directly.

As far as reporting....the most powerful reporting interfaces allow affiliates to see where every single click they send came from through the use of campaigns.

By allowing the affiliate to see this, they can constantly tweak and change exposure in order to improve both click-through rates as well as conversions.

Rick
Universal4

[matted]

I just worry about some of the risks with in-house programs...

For one, it can be easier to manipulate data... and often the software is proprietary which can lead to abuses as well. And these guys tend to be smaller - less financial stability.

BUT - as Rick said... they also can give more personalized service and reporting... overall more flexible than the networks.

[Potsie]

Unlike other verticals, gaming sites tend to be 'in-house'. Even the large stable sites manage their own programs. Why do I prefer in-house programs to networks? Simple, personal contact from the AM and special treatment. When you deal with a network like CJ, you are usually emailing an AM that is part time and doesn't build relationships with their affiliates. I prefer to direct link to sites rather than have the links go through the network. While the network is nice for payments, I like the advantages of in-house programs overall. There is a growing trend that networks are starting to outnumber affliates not really, but there are thousands of CPA networks and they are almost predatory.

[PartnerJ]

"there are thousands of CPA networks and they are almost predatory"

great words