Making the Big Leap in 2016: from Affiliate to Operator

The eGaming industry has never been as active as now: new brands are launched, historic operators join forces with mega-mergers, new legislative frameworks create opportunities (plus question marks to address), the eGaming experience is becoming wearable and, most important, players cannot get enough of it.

The timing is ideal for serious affiliates who want to bring their business to the next level, becoming operators. In order to make this leap successful (and not just a wishful “leap of faith”), there are some aspects in terms of scalability, branding, marketing, operations, management of existing partnerships etc. that an affiliate has to take consider, plan and take care of.

First, it all starts with your target audience and where you are now. For example, if you have a very strong presence in the Nordic markets, that would be the natural choice to start with your own brand. You want to ask yourself how scalable and transferable your current assets/strategies are. If you built a solid, double opt-in newsletter (well done, that’s the gift which keeps giving!), then analyze its current conversion rate. How many times do the subscribers need to see a new eGaming site featured there, before they become players? Which promotions are stronger motivators for them? What is their average lifetime value? Does it provide the necessary critical mass to support the first phase of your operations, while you are investing in additional acquisition channels?

ICE 2015 exhibition

ICE 2015 exhibition

The same applies to a media-buying centered approach. If you are currently buying CPM banners, doing PPV, to bring players to the sites you are affiliate with, which casinos tend to work better? Well established brands? New entrants with a fresh approach? What is the ROI for each euro invested on each channel?

Once you have done your homeworks in terms of internal business analysis and external business intelligence – that shouldn’t take you long, considering you probably know your business inside out – you are ready to go ahead.

What are the next steps to become a profitable eGaming operator, when you start as an affiliate? You’ll discover them on Thursday, February 4th, by attending the “Affiliate to Operator” seminar organized by SiGMA at ICE. Eman Pulis will moderate a panel with Joakim Stockman, Robin Reed (Guts), Johan Styren (LeoVegas), Roger Admeus (iGaming Cloud), leading eGaming legal expert Tal Itzhak Ron and myself (Frank Ravanelli). I will focus primarily on how affiliates can start operating their own online casinos, plus binary options and DFS platforms. Please see for more details.

About the author: Frank Ravanelli helps eGaming Companies to grow their business through Performance Marketing.


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