Would legalization of online gaming in the US be good or bad for affiliates?

[MichaelCorfman]

No one is sure exactly when or how, but there is a growing belief among many gaming executives that legalization in at least some states within the U.S in inevitable.

Do you believe legalization, when it happens, will prove to be a good or a bad development for affiliates?

Certainly such a move will expand the number of online players and payment processing would become much easier so the size of the marketplace would grow. But the commissions paid for individual players would likely decrease, and some venues may choose to avoid the use of affiliates altogether.

So, in your view, would legalization in the US be a good or a bad development for affiliates. Be sure to share the reasons for your view.

Michael

[thepokerkeep]

In the sense that regulation will open up the market to American players, I think regulation is good for affiliates.

Will regulation be the great white hope the industry is hoping for? Not likely. If there was an international regulatory body that was charged with over-seeing the online gaming industry on behalf of all participating nations I'd be more excited about the future.

Until we see the final Bill, it's too early to say whether US regulation will help or hinder our businesses. What tax rate are they going to impose on the industry? What criteria will they use to determine whether a gaming company qualifies to market their games to American players? Etc, etc....

Too many questions to be answered before we can make an educated guess.

[thepokerkeep]

By the way, I voted for the last option. I have no idea whether regulation will prove good or bad for the industry.

[LiveCasinoPartners]

That's a good question Michael. I've always thought it would a double edged sword.

On the one hand you have the much welcomed regulation that will hopefully add legitimacy and stability for affiliates and operators alike who operate in the USA.

I personally believe the reality of regulation will be very different and far less affiliate and operator friendly than many invision. I don't believe the markets will open up in the USA. I suspect the special interest groups of the existing brick and mortar casinos are posturing for dominance in the USA. I don't think they will want or let foreign operators in to the US market. There will be regulation, but in favor of a select few. (IMO)

Now, there could be some consolidation of US brands buying out existing operators. That would give them immediate access market base.

I think that the "regulations" will be set up to effectively eliminate US affiliates. Who needs affiliates when you have a monopoly and deep marketing pockets?

Hopefully I'm wrong and the existing affiliate model we enjoy now will continue and prosper in the US, but the mechanics of regulation don't suggest it to me at least.

[shortow]

I don't think the impact on affiliates will be that big. An affiliate business is a relatively flexible one that allows you to adapt to change pretty quickly.

The far bigger impact will be felt by operators and in particular platform providers. Imagine the hit RTG will take if big brands like Will Hill, Ladbrokes etc powered by Microgaming/Playtech etc get US gaming licenses. Surely RTG and other US facing platforms/operators will see a mass exodus of players.

and the affiliates...they'll just switch horses and push the favorites

Be interesting to hear from affiliates doing a lot of UK business around the time that market opened/legalized and what impact that had.

[shortow]

I don't think they will want or let foreign operators in to the US market. There will be regulation, but in favor of a select few. (IMO)

Party Gaming and Sportingbet will be spewing they handed over hundred of millions to the Justice Department to get into their good books if this turns out to be the case!

But you're probably right Adrian, if regulation happens the first bunch of licenses will probably go to AGA members.

And then guess who the affiliates will be pushing on their websites...

[mgcasinos]

I voted for "I believe US legalization would be a small loss overall for affiliates"

[vcasino]

I think it would be good to have a lot more players from USA that are able to join up and wager on various betting websites where they are currently blocked.
Casinos, sportsbetting sites.. it should be a boost for them with extra players to go round I think.

I wonder though, if legislation passes to reopen online gambling in USA, will there be a lot of new betting sites that open up following the decision?

[Skinski]

Based on what happened to my earnings after the Ports Security Bill was signed in Oct. of 2006 (I lost about all my income from being an affiliate), I think it would be a huge benefit. Surely it couldn't hurt it anymore than it already is.

[gillamano]

I voted it would be a big win for affiliates overall.

[LuckyLizzy]

I've been hoping and wishing for this to happen since I started in this industry over a year ago. Only good can come from the protection of players and I'm sure affiliates will be included.

[RayUK]

Totally depends on what form the legislation takes. For instance if it includes a ban on affiliate marketing it would be bad obviously!

[Tony]

I was thinking about this for a while now, if online gambling is legalized in the US is not going to happen because they care about us (Affiliates) the big brick and mortar casinos are not making money because of us and I don’t think they are going use affiliates if they are on line, they have monopoly the brand name that everyone knows!!

[GFPC]

I also voted I have no clue. Its so hard to predict what will happen. Yes regulation may help in some regards, but surely there is a flip side to all of it.

If it were to happen i would see a massive influx of new sites as well as programs building up their own portals and eatting up google serps.

Its so early to tell..

[EugeneK]

I think it will be good.

Even partygaming (one of the most not adequate program) would like to work with affiliates.

Most Microgaming casinos is working with affiliates.

And finally Amazon has affiliate program

Competition, guys

[Nandakishore]

I don't know if it would be good or bad for me, being an affiliate outside US but having more than 50% US traffic even before UIGEA was passed. How will the US players react? Will they turn more to US affiliates? Will the US affiliates be in a better position to care for these players? I think answers to these questions are more important for me than whether there are new operators or operators merge etc. I think we can always adapt ourselves to such factors.

[bonusbeast]

I think there will be some good and some bad come out of legalization, it will be nice to have trusted payment processors and will definitely bring more players to the market, but I am concerned that once regulated some of the big name internet companies will begin marketing for the casinos.

[Alex RevenueJet]

Voted for the last one. There could be many different outcomes that will affect many parties. One thing I am sure of, this will take a long time to happen

[ocreditor]

A poll question asking if we think the US market will willingly leave space for affiliates to work in would probably yield negative answers.

[ssg]

possibly good