I’ll agree with what you say in the main Whs-web – I think that the multitude of 3rd party affiliate managers that take on the smaller casinos and promote them under a broad banner are not really a good long term bet.
Most of my partners (90%) are single domain owners – who we are working directly for – and the affiliate managers and support staff are all in-house.
In Europe this is common – bet365, Ladbrokes, PaddyPower, Victor Chandler (etc), and I think aligning with strong programs who have a signifcant internal investment in the internet channel is beneficial in the medium/long term.
If I have a problem with the program – be it a banner issue, a player issue or a bonus issue – then I can take it to them and they can progress it along inside the company.
It’s harder for US facing programs – many of them are quite small offshore outfits – but it is still possible.
:hattip: