Building a successful iGaming affiliate program demands more than strategy; it requires trust, collaboration, and the right partnerships. Alona Bursak, Affiliate Director at Lala Stars, shared her invaluable insights on establishing and managing high-performing affiliate programs. Her expertise offers a blueprint for companies seeking sustainable growth.
Building a Strong Affiliate Brand
A robust team is at the foundation of any successful affiliate program. Alona emphasises the importance of hiring self-driven individuals who bring fresh perspectives to the iGaming industry. “It’s crucial to have people eager to achieve something and grow together with the company,” she said.
In addition to a skilled team, having a reliable tech infrastructure ensures smooth operations. Affiliates need to trust that any issues will be resolved quickly. This reliability builds the essential trust that accelerates market entry and solidifies partnerships. “Brand awareness and trust are interconnected,” Alona noted. “When you’ve built trust, everything moves faster.”
Criteria for Selecting Affiliates
Choosing the right affiliates is a critical step. Alona highlighted the importance of evaluating an affiliate’s reputation, experience, and willingness to collaborate. “Reputation matters. If an affiliate is known and trusted within the industry, it’s a good sign,” she explained.
Lala Stars employs a thorough Know Your Customer (KYC) process for onboarding affiliates. Face-to-face meetings are a vital component of this evaluation. “A personal meeting helps us ensure we’re aligned and can build trust,” Alona added. Even affiliates with modest beginnings can achieve remarkable growth with the right guidance and partnership.
Spotting Red Flags in Affiliate Partnerships
Not every potential partner is a good fit. Alona shared some red flags that companies should watch for:
- Reluctance to engage in personal or virtual meetings
- Discrepancies between claimed and verified traffic sources
- Affiliates who push aggressively for deals
“Trust begins with open communication. If someone avoids this, it raises concerns,” she cautioned. Collaborating with industry peers to verify affiliate reputations can also help mitigate risks.
Nurturing Long-Term Relationships
Sustainable growth depends on strong, enduring partnerships. For Alona, trust and loyalty form the backbone of long-term affiliate relationships. “Relationships in business mirror personal ones. Trust and shared growth are essential,” she observed.
Aligning goals with top affiliates is crucial. Both parties should work towards improving their presence in shared markets. Regular interactions, including face-to-face meetings at conferences, strengthen these bonds. “Real connections build trust, which robots or online interactions can’t replace,” she said.
Measuring Success Beyond Revenue
While revenue is the most visible indicator of success, other metrics provide deeper insights. Alona recommended tracking:
- Average deposit size: A reliable measure of traffic quality
- Deposit-to-first-time depositor (FTD) ratio: Gauges player engagement
- Player value: Assesses the profitability of referred players
“Revenue depends on multiple factors, including customer behaviour. Metrics like average deposit size are more consistent indicators,” Alona explained.
Balancing New and Established Affiliates
Achieving the right mix of new and veteran affiliates is key to a thriving program. At Lala Stars, 30% of affiliates are experienced, stable partners, while 70% are new entrants. This 30% contributes to 70% of the program’s revenue. “It takes time for new affiliates to become trusted contributors, but the balance is essential for innovation and growth,” Alona said.
Key Takeaways for Operators
Alona’s advice underscores the importance of trust, adaptability, and long-term vision in affiliate partnerships. Companies can create programs that drive revenue and develop lasting relationships by focusing on these principles.
“Affiliate marketing is about partnerships. When both sides grow together, the results are extraordinary,” she concluded.
Alona’s insights offer a clear path forward for anyone aiming to elevate their affiliate strategy. By building strong foundations, selecting the right partners, and maintaining trust, success is not just achievable; it’s inevitable.
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