We promote a number of leading brands right now in other markets that have very big affiliate programs. Why would the traditional casinos with online models be any different. Traditional retailers such as Best Buy, Home Depot, Staples along with credit card companies like Citi, Chase, etc. all have affiliate programs even with their huge marketing budgets and brand recognition…why would the online gaming market with large traditional players be any different.
The affiliate scheme is a no-brainer for them – only pay the affiliates on the sales they generate (unlike the casino hosts and VIP crews they pay large salaries & bonuses to right now for their bricks & mortar casinos).
Keep in mind that the land-based casino are in an ultra competitive situation right now…trying to draw players (VIP’s & whales) into their land-based casinos why would they not take advantage of people who already know the Internet game and get traffic – the affiliates. Those casinos that DO NOT adopt an affiliate model will completely miss out on the existing action and have to spend way more to attact players.
I think it would excellent to promote brands such as Caesars, Venetion, Bellagio, etc. Make brand recognition that much easier and increase conversions as players will believe that the “bricks & mortar” casino in behind the online experience and less likely that there will be any issues with support, scams, etc. They could also collect and use their comp points online and when in the land-based casino…sounds like a win-win.