Affiliate marketing has been a credible feature of the iGaming industry since the early 2000s, with the proliferation of SEO. The early journey was bumpy, as Google messed around with its algorithms, a situation that eased in 2010, with their targeting of ‘thin’ content.
Affiliate marketing as a whole expanded steadily and by 2017, a rising tide within iGaming of news and comparison sites, emerging markets, new verticals and US legislation, was lifting all the boats.
Just seven short years later, almost three of which were spent living is pandemic conditions, affiliate marketing within iGaming is now a business sector in its own right, and an essential component for success, with affiliates now making huge contributions to the success of iGaming brands.
Against this ever-accelerating backdrop, Alpha Affiliates has rapidly scaled since its 2012 launch. Now based in Limassol, Cyprus, with 500+ staff, the company has become a leading brand within the global iGaming community.
Last year alone, Alpha Affiliates experienced a 30% increase in its number of partners. Four new brands were launched – Spinch, Rakoo, OnLuck & Infinity – taking the total to 13. Today, the Alpha Affiliates network consists of over 15,000 partners in 38 countries around the world.
The end of 2013 also saw the youthful-looking but highly experienced Affiliate Manager, Boris, promoted to the position of CEO, with a commitment to “change the rules of the game and rise to the top.”
Direction of travel
Global Gambling News caught up with Boris in the wake of iGBL!VE24 to discuss this journey and, ideally, learn a little more about the Alpha Affiliates direction of travel.
“As an industry-leading direct advertiser, specifically focused on iGaming sector, the company began working in European markets, before expanding globally into Asia, Latin America.
“Our reputation today is built on providing the best possible support to our partners and maintaining a diverse portfolio across our 13 brands. Over the years, necessary licences from the Malta and Curacao gaming authorities, and continue to push the boundaries of innovation in our industry.”
When operating in any increasingly crowded and creative sector, differentiation and so-called USPs can mark the difference between standing still and moving forwards. And on this, Boris is confident that the Alpha Affiliates team is – to use a topical analogy – breaking away from the Peloton.
“Alpha Affiliates stands out in the industry due to the diversity of our high-quality offers, excellent support for partners and strong and growing portfolio of brands.
“Our clients and partners know we are always striving for success, constantly innovating and showing our face at in-person events like iGBL!VE to maintain that personal connection, ensuring that they all feel as close to us as we do to them.”
Success at iGBL!VE
Speaking of iGBL!VE specifically, it is important to establish why such events are important and whether 2024 was successful for the company.
“Absolutely, Boris confirms. “iGBL!VE was a great experience, meeting up with so many key partners, and prospective partners, whilst also allowing us to show them what makes us great.
“We unveiled our new product, CrownSlots, gave away incredible goodies in our incredible booth and formed strong connections with attendees. And, on top of that, we got to see what else was new from other companies in the space. It was an exciting time!”
With most exhibitors and attendees saying similar, differentiation within the space comes from specific messages and takeaways, and Boris is not short on positivity.
“Of course, events like iGBL!VE provide valuable opportunities to connect with industry peers, discover new technologies and explore potential partnerships.
“What attendees saw from this year’s event was the very best brands, companies and products in the industry demonstrating how we are continuously pushing our industry forward.
“Attendees will have left knowing that our industry is in a good place, and that companies like Alpha Affiliates are continuing to push the boundaries and raise expectations.”
Obviously, iGBL!VE is not only a showcase for new products and services, it is also a fantastic networking and learning experience, a feature that is embraced across iGaming in a way that serves as a lesson to other fields of business, where the short-term drive of ‘competition’ all-too frequently overshadows the longer-term values of ‘collaboration’.
Boris is in no doubt about this industry attribute, “For Alpha Affiliates, iGBL!VE is a great opportunity to meet partners face-to-face and network in real life with new people, forming valuable connections.
“It also allows us to demonstrate new products and services, such as CrownSlots, while staying updated on what others in our exciting industry are doing.
“This is an invaluable experience and, of course, events like these also allow us to share our latest company news and updates with you guys and girls from the iGaming media, whose support we welcome and appreciate!”
Choices within a crowded schedule
With some debate about the sheer number of events across the calendar, a number that continues to fill up an already busy schedule, it is always interesting to understand how companies make choices, and how they determine which events are ‘must-attend’. On this, Boris has no doubts where iGBL!VE sits within any ‘pecking order’.
“iGBL!VE has always been a key event for the iGaming industry. With over 10,000 attendees, numerous innovative companies and presentations from industry leaders, it is an unparalleled event that brings the very best out of our sector.
“Not to mention it is also held in one of Europe’s most amazing cities… Choosing it as an event for Alpha Affiliates to attend is a no-brainer!”
Impacting the wider iGaming market
Moving on to products, we asked Boris which of Alpha Affiliates’ offerings does he consider to be having the greatest impact on the wider market and which will continue to do so?
“Within our wide range, our current most popular brands are 1Red and Infinity. But outside of that, our commitment to nurturing relationships with partners and affiliates is one of the most impactful aspects of our work and will continue to be so.
“Partners choose to work with Alpha Affiliates because we provide some of the best services across our network of partners and affiliates. We have an extensive range of high-quality offers, exceptional support and a strong brand portfolio. And our proven track record of delivering results and fostering successful partnerships puts us ahead of the competition.”
One thing that is clearly apparent, even from the outside looking in, is that by collaborating with Alpha Affiliates, partners can benefit from a trusted and reliable affiliate marketing program that prioritises their success and provides the necessary tools and resources for growth.
Keeping on top of trends
In such a dynamic environment, dominated by both technological advancement and global regulatory evolution, trends move quickly. Responding to these, and prioritising focus, is a critical management task. Of these, Alpha Affiliates keeps an extremely close watch on geography.
“Tier-1 markets have been a focus since day one,” explains Boris. “But we are now seeing a pivot towards LatAm and North Africa, both of which are experiencing interesting growth.
“These may be key future geographies for our industry, so understanding their regulatory and licensing procedures is important. The increase in attendees at key industry events like iGBL!VE, especially those from LatAm and North Africa, has significant impact upon our targeting plans.
“In terms of operational practices, we are now seeing more affiliates work in teams, whereas in the past there were more ‘solo’ affiliates. There is a realisation that more planning and budget allocation are required in order to succeed.”
And in terms of shifts in technology, how has the huge shift from desktop use to mobile affected the forward planning within Alpha Affiliates?
“With 58% of online casino players now accessing games via mobile devices, a trend that is likely to continue, we have all seen an increase in players and communities diving into iGaming.
“We are also noticing a significant increase in the use of cryptocurrencies within online casinos due to their decentralised and easily transferable nature, and we can expect both this crypto use and the increase in mobile iGaming volume to continue within the next few years.
“On top of that, AI is sure to play a role, whether it is hyper personalisation or purely automation within iGaming, we are sure to see its effects.”
New opportunities ahead
With the evolution of cryptocurrencies sure to present new opportunities for the industry through the exploration of partnerships with crypto-related businesses, tapping into a growing market segment and leveraging innovative payment solutions, there will be exciting opportunities and challenges going forwards. Alpha Affiliates is a company that welcomes and embraces such scenarios.
“Some of the main challenges will involve regulatory changes, evolving consumer preferences and increasing competition in the market. Adapting to new regulations, obtaining the right licences, staying ahead of trends and differentiating from competitors are key in making sure that we push the sector and our own company forward.
“There are opportunities to expand into new markets, leverage technology for enhanced user experiences and develop innovative marketing strategies. For example, AI is providing ways to be even more creative in terms of user experience and SEO.
“Separately, there are emerging markets like Brazil, India and Bulgaria that are showing great promise when it comes to iGaming and will need careful planning in order to successfully expand into.”
Finally, following such a successful 2023, Boris shines a light on what we might expect from Alpha Affiliates for the remainder of this year, leaving us with “For the rest of 2024, we will continue to meet with industry leaders, new and current partners and affiliates by attending events later this year.
“As a company, you can expect us to continue to deliver for our partners, expand our product range and thrive in new markets around the world.”
