Income Access targets African affiliate market with first deal

Income Access targets African affiliate market with first deal

Thursday, May 19, 2016 Totally Gaming
CEO Nicky Senyard was delighted to partner with NairaBet in Nigeria

Income Access chief executive Nicky Senyard has told TotallyGaming.com that the digital marketing company is aiming to lead the way in Africa after announcing its first major deal in the region.

Income Access has been employed by NairaBet to manage the Nigeria-based sportsbook’s affiliate programme through its marketing and analytical platform and post-impression Ad Serving tool.

NairaBet was the first operator to launch a fully-fledged online sportsbook in Nigeria and is licensed by the Lagos State Lotteries Board. Now it is hoping to push its market-leading position through its partnership with Income Access, and Senyard said her company has big plans for Africa.

“We are excited about the opportunity to work in this emerging market, and are continuing to look at ways that we can best support this market’s needs,” Senyard told TotallyGaming.com.

“We see the African marketplace as a new and exciting market for us as it opens up for operators. We aim to be first-movers in the space, and support those businesses looking to advance their market share within their respective markets. For Africa, the focus will be on driving mobile users through engagement of mobile traffic sources and building a presence of targeted content to help expand the market.”

Senyard’s company, headquartered in Montreal, shifted its focus to Europe a decade ago following the regulatory clampdown in North America. She admitted that achieving success in Africa would pose new challenges for companies such as hers, with the affiliate market completely different to that which exists in the West.

“Within the African market, consumption of gaming content looks quite different to that of the traditional European markets,” Senyard said. “There is a heavy focus on mobile channels, as the majority of players are connected to mobile networks to access these products. Mobile acquisition will thus be a big push, and native app tracking and mobile tracking for the affiliate channel will be vital.

“Affiliates outside of the traditional web genre will be another focus for many operators - using bonus codes and unique URLs to track offline referrals will be key contributors to player acquisition efforts.”

TotallyGaming.com says: “NairaBet is at the forefront of development within the African online gaming sector, and its growth can only be aided by the use of a world-leading affiliate programme. It will be interesting to see how Income Access tailors its offering to meet the demands of the African market.”

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