Analysing the changing affiliate landscape

Analysing the changing affiliate landscape

Friday, November 10, 2017 Posted by Joseph Streeter
Affiliates were discussed in great depth at last week’s EiG conference in Berlin

A combination of mergers and new regulations mean that the landscape for affiliates in the gaming and gambling industry are continually changing.

On a panel analaysing new trends in the betting industry at last week’s EiG conference in Berlin, the topic of how affiliates can adapt was discussed by some influential figures in the industry. With Maor Lahav the COO of Panda trading systems, citing that many affiliates have opted to solely deal with marketing and let someone else deal with technicalities, in order to maximise potential as an affiliate.

Also speaking at a panel Assaf Stieglitz: CEO of 1x2 Bet stated: “Operators are now in the era of simulation and integration and we are seeing lots of problems with consolidations as they are merging affiliate departments.

“On the affiliate side there was a wave of mergers and acquisitions, which was triggered by catena buying askgamblers the multiples in this deal were high, but changes in regulations means buying is more risky and the multipliers are now lower as a consequence. Which means it's a great chance to buy affiliates.”

The founder of Cruise Casino, Yoav Dotan added: “From the gaming perspective, the market is getting tougher from different point of views, one of them is higher marketing costs because of affiliate consolidation, big affiliates buying small affiliates, marketing companies going public, these things make it difficult to compete with bigger operators.”

Totally Gaming says: For the future of affiliates it is imperative that clarity is found with regards to the regulations and guidelines that are in place. Furthermore, it’s also of the utmost importance that post merger guidelines for affiliates are made clear. At EiG the merger between Ladbrokes and Coral was underlined as a key example of a moment that changed the landscape for affiliates, the panel identified that many affiliates were abiding by two different sets of regulations for one company.

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