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What makes your program different from all the others out there?
What is the worst/best thing about your program?
How did you get into iGaming?
What is your number one tip would you offer a newbie and/or expert affiliate?
Where do you see the industry and/or your program going in 12 months?What I like to know is what their current players like. IE if the casino earns a large share of their money from slots, which ones in particular are working? For a poker room, do their players put a massive amount of money in SNGs, as opposed to cash games? stuff like that
In my promotions/reviews I like to write “Players have told us they particularly like X games at this casino”, or “This sportsbook is best known for their attention to soccer fans” etc.. that way if you’re a soccer fan you feel “damn ok I should play there too”.
I second JackTen. I’m more interested in what the properties they represent offer the players in terms of cashout times, flushing options, software options, bet limits, VIP specials etc…the stuff you don’t generally see on the websites but that happens behind the scenes. I think “player retention” is probably the key phrase here.
@Simmo! 161515 wrote:
I second JackTen. I’m more interested in what the properties they represent offer the players in terms of cashout times, flushing options, software options, bet limits, VIP specials etc…the stuff you don’t generally see on the websites but that happens behind the scenes. I think “player retention” is probably the key phrase here.
Ditto I second JackTen and Simmo
Brad
I would like to know more about the top successful converting deposit methods for the players. What has the highest deposit rate? Credit cards, VISA, Master Card, gift cards, e-wallets?
Thanks,
Brad
@bradz21 161520 wrote:
I would like to know more about the top successful converting deposit methods for the players. What has the highest deposit rate? Credit cards, VISA, Master Card, gift cards, e-wallets?
Good point. For example, I only found out recently that a player cannot use a Maestro card (popular in the UK) unless they sign up to play in Euros or Pounds. That must have cost me a few bob in the past.
Simmo – Completely agree on that one – So many sites forget about Maestro so if you bank with HSBC you are screwed unless you want to use a credit card which I personally don’t….
I am of the opinion that affiliates are entrepreneurs and affiliate managers are like business consultants. There has to be a high level of understanding, trust and clarity to develop a mutually successful, profitable and long term relationship. The affiliate manager has to invest loads of time in the initial stages of the relationship and help the affiliate.
AMs are expected to be proactive and help the affiliates all the time. But affiliates have to acknowledge the fact that if they work with 20-25 programs (on an average), the managers have to deal with 0.5-1K active affiliates for medium size companies. For bigger operations AMs would have a portfolio of 5K affiliates. Therefore it is good for an affiliate to be proactive and speak to the AM anytime he or she has an issue.
I have made a check list of questions to ask before you start promoting a new program.
Player Acquisition
1) Tip for new affiliates as well as old
2) Guidelines for affiliates – dos and don’ts
3) Target audience (if any) for the brand
4) % of conversion of different sources of traffic
5) Player values (expected/projected/approximate) from different sources of trafficDeposit and withdrawals for players
1) Deposit and withdrawal options and limits for various payment providers
2) What happens when a deposit is declined? Is there an automated process or a transaction support team which contacts the players and suggests them alternative payment solutions?
3) Daily/weekly/monthly limits for deposits and withdrawals. What can a player do to get higher deposit limits?
4) What happens if a player wins a big (e.g. $500K)? Is he allowed to withdraw his winnings at one go or in one month? If the casino has a per month withdrawal limit, get an explanation in detail how it works with big wins.Player Retention
1) Ask for a list of retention promotions that the casino does to increase player value. Some people have the misconception that a no deposit bonus, sign up bonus or reload bonuses are all the retention that a casino needs. In reality these are primarily the hygiene factors and the players expect these by default. Retention goes way beyond these.
2) How the VIP program works?Games
1) Brief description of all the games and game rules
2) Most popular games from the casino’s point of view and what the players’ perceive as good.
3) Bet limit on games
4) Payout of the games
5) How many versions of games they have?
6) If it is a no download client, which browser versions do they support?Affiliate Commissions and Payments
1) What is the payment date for affiliates?
2) What are the payment mechanisms for affiliates? Is there any extra cost for certain payment methods?
3) How commissions are calculated?
4) How transaction fees are accounted for?
5) How charge backs are accounted for?
6) For a casino with no negative carry over policy, how is the following situation accounted for? A player won $20K in one month and withdraws his winnings. The next month the player deposits $20K and losses it all. Does the casino absorb the 20K loss in the first month and in the second month share the 20K drop by the player with the affiliate?
7) Is it possible to get a special non standard deal?
Do they offer extra incentives for affiliates who can deliver volumes?Contract and resolution of issues
1) How malleable is the affiliate contract?
2) Do they offer life time revenue at the same rate of commission at which you started from day one? It is understood that with better performance the commission will go up, but it is better to check if there is a chance that the program may reduce your rate of commission on existing players if you don’t perform.
3) Is the program a member of any independent affiliate forum or body where you can go for help if your issues have not been resolved after negotiations with the affiliate programHope this helps.
Player Retention
1) Ask for a list of retention promotions that the casino does to increase player value. Some people have the misconception that a no deposit bonus, sign up bonus or reload bonuses are all the retention that a casino needs. In reality these are primarily the hygiene factors and the players expect these by default. Retention goes way beyond these.
2) How the VIP program works?Personally I find that a lot of the higher value playewrs respond better to retention incentives than welcome bonuses, yet I am never provided with any details about retention and what the player can expect.
I would love to have that kind of info on a regular basis.
@Professor 161555 wrote:
Brilliant post Satya. Thank You!
Yrw Lou, Thanks
@Dominique 161572 wrote:
Personally I find that a lot of the higher value playewrs respond better to retention incentives than welcome bonuses, yet I am never provided with any details about retention and what the player can expect.
I would love to have that kind of info on a regular basis.
I believe all casino operators have some form of retention promotions to cater to their high value players (net losses >20K a month). Some generous operators offer them regular comps (no strings attached), get them gifts which money can’t buy and also provide concierge services. Some stingy ones just give them special reload bonuses. Different strategies work with different players and for different operators. There is no set rule for this. It has to be highly customized if you are looking at offering the highest level of service.
But most don’t spend enough time and resources with the rest of the players. The rest of the players who form about 85% of the total players and contribute to about 20-30% of the revenue form a very important segment. It pays to keep them engaged with regular events and promotions and good support. These players feed into the high value category of players regularly. If they are not taken care off and unfortunately a few high value players drop off, a substantial portion of the casino revenue is wiped off. It is not rocket science to do promotions for them. The names and presentation of these promotions could be anything, but they work on the same logic as a raffle or marathon or cash giveaway or happy hours or game based giveaway or tournaments.
The only thing an operator has to decide is what % of his net revenue or player losses they want to give away.
Makes sense?
Dom?
