The integrations began in November and cover Matchbook’s peer-to-peer betting exchange and related online betting and iGaming brands. By putting all three brands under one tracking layer, Matchbook can consolidate affiliate activity and reporting in a single system rather than maintaining separate setups.
Integrations began in November and include Matchbook’s peer-to-peer betting exchange and associated online betting and iGaming brands. By implementing a single tracking layer across all three brands, Matchbook can centralize affiliate activity and reporting within one system instead of maintaining separate setups.
A Single Tracking Layer for Three Brands
RavenTrack is a platform-as-a-service that specializes in affiliate tracking, reporting, and performance. The difference for Matchbook is an operational one: a single platform for unifying partner data, running attributions, and facilitating affiliate reporting for a multi-brand structure.
This move matters since it has been noted that affiliate programs can get pretty messy with brand expansion. Challenges arise due to the greater number of products, differences for tracking, reporting, evaluation, and so on. The unification of the data helps in providing the operators with a baseline in terms of management.
A Migration Built Around Continuity
Matchbook’s senior affiliate manager, Sean Leigh, described the migration to the new platform as less disruptive than what would normally be expected. In addition to a smooth transition, Leigh also stated the team at RavenTrack did a better job than what the former affiliate platform provider would.
With respect to the side of RavenTrack, their head of commercial, Julian Pitts, described this as a collaboration to avoid friction during the migration process. He emphasized the need for building trust from the outset in cases where an operator changes their tracking systems. According to Pitts, the reporting side at the affiliates is the main aspect of the commercial relationship.
Why This Fits a Wider Market Pattern
The partnership also speaks to a wider change in iGaming. Operators are looking to deploy their own affiliate analytics and tracking tools, particularly as the scale and regulation of their programs continue to grow.
As such, in regulated markets, accurate reporting may directly impact the confidence of operators about expansion activities across partners or products. For the affiliate partners involved, the day-to-day effect could be fewer reporting gaps due to a fractured tracking environment.
