Branding your casino affiliate marketing sites so that they stand out from the crowd is both a challenge and a necessity for affiliate partners of all sizes.

When done correctly, smart branding campaigns can show off your site’s personality while leaving a lasting impression in your player’s minds. That’s a very big deal and, with a little creativity, might not be as difficult or expensive as you might think.

Here are a few few creative branding ideas that any casino affiliate can execute.

What is Branding?

Marketing terms can be a bit nebulous, so it’s good to have a solid definition of branding to hang our hats on right from the start.

According to business dictionary at, branding is:

The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.

In short, branding is all about establishing your marketplace niche and reinforcing that position with your players.

Get Your Name Out in the Real World
Operating in a web-only environment can make small business owners forget about that massive area known as, “the real world.” That’s unfortunate because there are plenty of really unique branding opportunities that stretch far beyond web ads and social media.

For example, Michael Shackelford (a.k.a. The Wizard of Odds) recently sponsored a litter removal program on the heavily traveled stretch of Interstate 15 between Los Angeles and Las Vegas. Participation in this program includes a prominent highway sign with the Wizard’s logo.

“I thought it was a way to kill two birds with one stone — promote my site and beautify the highway at the same time,” Schackelford told us recently.

Though Shackelford doesn’t actually go out and pick up litter himself – he spends about $350 a month to have others do that task for him – that’s a pretty good deal considering the exposure the sign brings to his business.

The Wizard of Odds case is a great example of how affiliates can break out of the digital world and make a big splash, especially in states where online gambling is legal.

Be an Advocate

Casinomeister (Bryan Bailey) is both a great friend to online casino players and one of the best-known casino affiliates on the planet. His rise to prominence in the igaming world was aided by his advocacy efforts on behalf of players who feel like they’ve wronged by casino operators.

Though Bailey is very good at his job and infuses plenty of personality in his content, there’s nothing particularly sophisticated about his operation. He hosts a well-trafficked forum page and allows players to post their beefs through a link titled, Pitch a Bitch.

Bailey does, however, follow up on each posted claim and takes an objective look at each one. In short, he’s turned advocacy and credibility into a brand-building opportunity and built his site into a major industry player along the way.

Tchotchkes That Matter

Getting your logo and URL out into the world via trinkets such as mouse pads and t-shirts is a well-established marketing, if somewhat tired, branding technique.

The problem is that most of this tchotchkes are of limited value over the long-term. For that reason, casino affiliates should consider giveaways that players might actually use, even if they cost a little bit more.

One good example of this is would be high quality, well-written, printed strategy guides and research materials. Players love feeling like they’ve got an edge, especially if it’s one they can hold in their hands.

Yes, shipping a physical book can be expensive, but keeping your value proposition right there in front of your player is worth even more.


Branding is all about differentiating your sites, and your specific value proposition, from the rest of the pack. The more creative you can be when executing this strategy, the better off you’ll be over the long haul.


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