The iGaming industry’s affiliate model, once a linchpin of marketing strategies, is facing a critical crossroads. Dmitry Belianin, an iGaming veteran, argues that the traditional affiliate system has become outdated, overly transactional, and unsustainable. Enter Affiliate 2.0, a forward-thinking model designed to prioritise trust, transparency, and long-term success over short-term gains.
Why the Traditional Affiliate Model Needs Reinvention
“The affiliate industry is transactional by default,” Belianin explains, “but that’s no longer enough.” Many affiliates focus solely on immediate returns, often neglecting the quality of traffic they provide and failing to consider the operator’s long-term profitability. This shortsightedness stems from historical mistrust; many affiliates have been “shaved” or underpaid in the past, making them wary of partnerships.
This transactional nature creates barriers:
- Affiliates prioritise short-term revenue over sustainability.
- Operators face challenges in assessing traffic quality.
- Users are often left out of the equation, reducing overall satisfaction and loyalty.
Belianin highlights that this outdated approach prevents scalability and undermines the operator’s ability to maintain sustainable growth. “The model as it stands is broken and needs a fundamental change,” he asserts.
Building Trust and Credibility Through Affiliate 2.0
Affiliate 2.0 shifts the focus from quick conversions to building trust and credibility. According to Belianin, this new model encourages affiliates to:
- Educate users rather than simply redirecting traffic.
- Forge deeper, more transparent partnerships with operators.
- Align affiliate goals with operator success metrics, such as user retention and lifetime value (LTV).
This approach integrates affiliates into the broader user journey. Belianin explains, “Affiliates can go beyond the consideration stage to build brand awareness, making users more informed and prepared before engaging with operators.”
Adapting to Traffic Verticals with a Holistic Approach
Affiliate 2.0 requires a nuanced strategy for managing traffic from diverse sources, including:
- Search Engine Optimisation (SEO): Affiliates target top-of-funnel keywords that drive awareness rather than immediate conversions. Although harder to monetise, this traffic builds long-term value.
- Pay-Per-Click (PPC): With traditional models struggling under rising costs and tighter regulations, affiliates must adopt sophisticated tracking and performance attribution.
- Social Media and Community Building: Affiliates create strong brand identities and loyal communities to engage users continuously.
By addressing these areas, affiliates can ensure a steady flow of high-quality traffic. Belianin notes, “We’ve seen retention rates improve by up to 30% in certain markets through this approach.”
How Operators Benefit from the New Model
Affiliate 2.0 offers a clear advantage for operators: deeper insight into traffic quality and user behaviour. “Instead of sending traffic and hoping for conversions, affiliates now work with operators to refine and optimise performance,” Belianin explains. This collaborative relationship allows operators to:
- Improve return on investment (ROI) by up to 30%.
- Shorten payback periods on marketing spend.
- Gain actionable insights into user preferences and behaviour.
This optimisation ensures that operators receive better-quality traffic over time, reducing marketing costs and increasing revenue potential.
The Future of Affiliate 2.0
The iGaming landscape is evolving rapidly. Affiliates that fail to adapt risk irrelevance. Belianin warns, “If you’re not evolving, you’re moving slower than the market, and eventually, you’ll be left behind.”
Affiliate 2.0 provides a roadmap for sustainable growth:
- Embrace transparency and data sharing.
- Build user trust through education and community engagement.
- Collaborate closely with operators to refine strategies and improve outcomes.
As the industry grapples with tighter regulations, rising costs, and shifting user expectations, Affiliate 2.0 offers a transformative path forward. By focusing on trust, long-term value, and collaboration, affiliates and operators can create a more sustainable and profitable ecosystem.
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