Income Access CEO Lorenzo Pellegrino addresses affiliate marketing strength

Income Access CEO Lorenzo Pellegrino addresses affiliate marketing strength

Monday, November 27, 2017 Posted by Craig Davies
No alternative text provided
Income Access' future plans also discussed

Income Access, Paysafe’s marketing technology and services provider, has seemingly undergone exponential growth in 2017, with a number of partnerships announced across a variety of markets.

Recent deals with LiveLotto, McBride Racing and SportingTech are the most recent examples. Lorenzo Pellegrino, chief executive officer of Income Access and Digital Wallets at Paysafe, has been speaking to about these deals, the strength of Income Access and the wider affiliate network and strategy moving forward.

Totally Gaming: Income Access has announced a number of new partnerships recently, what does this say about the strength of the affiliate sector?

Lorenzo Pellegrino: Over the last decade, affiliate marketing has evolved into one of the most important channels for iGaming operators’ customer acquisition. Given the high investment required today for PPC advertising and media buys with high-traffic sites, the cost-effectiveness of the affiliate channel ensures that it continues to play an essential role in iGaming marketing. Our data show that in 2017 a mature affiliate programme can drive as much as a third of a brand’s overall player acquisition.   

Our recent partnerships with MintBet and LiveLotto certainly demonstrate the ongoing strength of the affiliate sector and the core UK market, where operators and affiliates are currently working together to streamline their marketing strategies. Beyond the mature UK market, our recent software partnerships with Portugal’s SportingTech, Greece’s Stoiximan and Romania’s Betano suggest that affiliate marketing is today equally important in other iGaming markets as well.

The fact that brands in this diverse range of global markets have chosen to partner with Income Access also shows the strength of our offering in particular. Our cutting-edge affiliate software, extensive affiliate network and personalised affiliate management provide brands with a holistic marketing solution to maximise customer acquisition and marketing ROI.   

TG: How essential is this platform/network in a busy environment with regards to players acquisition and retention?

LP: Our affiliate software streamlines player acquisition for affiliate managers. The platform enables affiliate teams to develop highly targeted campaigns based on multiple factors, including customer location, language, device and the time of day.

Affiliate managers can also use the software to track campaigns for other acquisition channels. As well as affiliates, they can track media buys, PPC and even offline campaigns. Our platform’s cutting-edge analytics and reporting suite gives affiliate managers a very sophisticated tool to improve the performance of their affiliate campaigns and their overall return on investment.

The Income Access Network connects affiliate managers to over 25,000 global gaming affiliates, which span all the industry’s major and niche verticals. Using our network really facilitates affiliate recruitment for affiliate managers. It’s also a great tool to keep affiliates engaged with a programme by communicating the latest affiliate and player promotions and brand news. Overall, the Network simplifies launching and growing a programme, giving affiliate managers an edge in competitive mature markets as well as emerging jurisdictions.    

TG: With a number of deals recently agreed, can we expect to see this increase in the close of 2017?

LP: At Income Access, we are heavily focused on identifying new ways that can make our overall product offering even stronger, and on developing cross-business synergies to help drive the gaming industry’s broader growth. And as significant drivers of growth in the gaming industry, affiliates and therefore affiliate payments are something we are focusing on to both support and facilitate this growth as we head into 2018.

No alternative text provided

RISQ's Julian Borg-Barthet - The evolving jackpot landscape

No alternative text provided

QTech Games CEO Jonas Alm: The challenges and complexities of the Asian market

No alternative text provided

Number Crunching - John Asher, Cherry AB and GIVEMESPORT

No alternative text provided

Number Crunching - STS, DrückGlück and Etoro

Gaming Products & Services Directory

The essential directory for the gaming industry