There is nothing profound in pointing out that the iGaming industry is altering rapidly. Those who work within the industry will know the constant battles everyone is facing to stay ahead of developing trends, regulatory changes, and the emergence of new and uncertain technologies.
As well as with these changes, affiliate sites also have to tackle an ever-evolving SEO landscape and evolving customer content demands. As the industry transforms and significant shifts loom, what measures can an affiliate site implement to ensure long-term survival?
The Emergence of New Technology
AI has been a hot topic in just about every industry this year. While many will pronounce it the death of creativity and innovation, this is far from the case. Those who embrace it and are willing to work alongside it will see plenty of benefits.
AI has the potential to be hugely beneficial in several ways, not least of which is responsible gambling. Detecting harmful behaviour and intervening much earlier could significantly enhance the customer experience and ensure everyone on your site is safe. Responsible gambling is a key part of a great player experience and can help you effectively build trust with your audience.
The question of how to use AI alongside content is a tricky one for affiliates. AI can be an extremely effective way of increasing efficiency and producing a higher volume of content, but by relying on it, you are removing a human element from your reader’s experience. Customers are looking for an authentic and honest experience from their affiliate sites and want real-world recommendations and opinions.
Success lies in incorporating AI tools to complement the overall experience. Learning how to strategically implement these tools to enhance the customer experience and boost efficiency could provide affiliate sites with a competitive edge in an increasingly complex digital landscape.
Adding Depth
Affiliate sites aim to attract readers and get them to sign up for your partner’s online casinos or sportsbooks. However, you can no longer simply bonus bomb your players and be a success. Players want a more meaningful experience from their affiliate sites. They want something that enriches the experience.
Whether this is video content, tutorials and guides, more detailed industry analysis, or, as we have done, free-to-play and now, in the UK, fully licensed real-money cash tournaments, the affiliate experience has quickly evolved to become a major part of the wider online casino experience. In a constantly changing landscape, variety is essential to ensuring you can build an audience.
Over the last few years, a sense of community has also begun to play a key role in online gambling. Tournaments have been an excellent way to generate this for our site, but there are other ways that a standard affiliate site might also be able to do this.
Forums, free-to-play tournaments, and encouraging user feedback and discussion are all ways that an affiliate site can build a sense of community on their site. In an increasingly disconnected world, we are all looking to be a part of something, and online communities, rightfully or wrongfully, fill that void for many people.
Staying Ahead of Regulation
Affiliate sites, like everyone else, also need to ensure they stay ahead of new regulations. The industry has matured considerably in recent years, with regulators stepping in to ensure that customers are protected and that brands are not just preying on them with provocative language and questionable bonus practices.
Regulators in the UK and other major markets have started implementing stricter rules for welcome and loyalty bonuses. Many affiliate sites will have become dependent on promoting the biggest and best bonuses and will need to consider new strategies.
As such, affiliate sites that want to survive and prosper must find new ways of attracting players and turning them into customers for their partners. As discussed earlier in this article, there are several ways to do this. At Slots Temple, we have found the best way is to offer a more varied and unique experience, ensuring players do not just feel like they are part of a financial transaction.
Survival of the Most Innovative
The ability to adapt and innovate is clearly going to be the key to future-proofing an affiliate site. If you are going to be successful in the industry, you need to find a way to offer more from your affiliate experience.
Our journey at Slots Temple has been anything but standard. We’ve carved out a distinctive niche that straddles the line between real-money casino offerings and the affiliate landscape. While some may choose to follow a path similar to ours, many will forge their own unique routes in this evolving market.
Gone are the days when sites could simply bombard readers with repetitive content and endless bonus promotions. Today’s readers and players seek a richer, more engaging affiliate experience. Those who recognize this shift and are willing to go the extra mile to meet these new expectations will be the ones to flourish.
