The recent news that CashBall has chosen to use Microgaming’s instant games network, QuickFire, in its European-based online gaming network, might not have made the biggest splash online — after all, it seems that Microgaming is always making deals like this, spreading its brand further throughout the online gaming world.

And that’s exactly why online gaming affiliates need to pay attention to this company, the biggest and most widely used iGaming software provider in the world. The advantage of Microgaming is the universality of its games. A huge number of Internet casinos and online poker sites incorporate its technology, and feature its branding.

How does that help affiliates? Well, when a Microgaming network game delivers a big payout on one site (which happens with some regularity), you can use that news to promote the many other sites that offer that same game, even if the original jackpot didn’t happen on a site you partner with. And Microgaming also makes a point to regularly update its layout and its games to keep players interested.  

(There’s also the matter of Microgaming being the focus of some of the less attractive elements of the iGaming world, such as Kentucky’s lawsuit against the company. That isn’t Microgaming’s fault, and it shouldn’t reflect negatively on the brand in any way. But, as an active online affiliate, you’d be wise to be aware of this kind of news.) 

Microgaming’s list of clients is maybe the most prestigious in the industry. Besides high-profile partnerships with online gaming flagship brands like 888, the software developer is also the platform used by other leading online casino and Internet poker sites like 32Red, Unibet Casino, Ignite Bingo’s Casino City, Tell Gaming and Poker, Ladbrokes, Vegas Affiliates, NordicBet Poker, the Fortune Affiliates network, WagerShare affiliate network casinos, and many others.

Microgaming also has its own online casino sites, and its own Microgaming Poker Network, as well as a highly regarded white-label branding service designed to be able to create online gaming websites for third parties.

But hey, don’t misunderstand us, here: We’re not promoting Microgaming specifically, or endorsing them as a company. And Microgaming certainly isn’t the only quality iGaming software provider out there — Playtech, Cake Poker, Boss Media, and 888’s Dragonfish are just a few of the other standouts. 

But we are letting affiliates know the importance of keeping up with one of the iGaming world’s premier brands. Even if most players wouldn’t recognize the name, they’d recognize most of the games. And that’s what makes Microgaming so important in our industry.

Nathan Denny
November 4, 2010


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