How to Use Content Marketing to Attract and Convert Online Casino Affiliates

You’ve probably heard of affiliate marketing, but maybe not always in the context of online casinos. That’s probably because most people think of affiliate marketing when they think of digital marketing or online marketing altogether. That’s a shame because affiliate marketing can be used to promote just about any product or service online, with the biggest payout typically coming from the online casino industry. That’s mainly because online casinos depend heavily on word of mouth marketing, as people often have to download and register apps and/or sign up for accounts to even be able to access their games. If someone wants to learn how to use affiliate marketing to promote an online casino, then this article is for them. Here’s how you can use content marketing to attract and convert casino affiliates to your side of the fence.

Understand The Basics Of Affiliate Marketing

Let’s start by brushing up on our digital marketing and online marketing knowledge. Affiliate marketing is a type of marketing where a business or brand buys product or service links (usually in the form of a banner or a text link) that lead to a merchant site. When a customer clicks on one of these affiliate marketing links, the customer is usually taken to the merchant’s site where they make a purchase (usually of a service or a product related to what they were initially searching for when they clicked on the link).

As the name implies, an affiliate merchant receives a commission when a user clicks a product or service link and makes a purchase. The affiliate marketer earns commissions from both the merchant they’re promoting and the merchant the customer ultimately ends up on after clicking an affiliate link (hence the term two-sided affiliate marketing).

The affiliate marketer’s goal is to get as many people as possible to click on their affiliate links, which will inevitably lead to them making sales. In order to achieve that, the affiliate marketer needs to understand consumer behavior and psychology in general, as well as the nuances specific to the online casino industry.

Understand The Online Casino Industry

We’re often asked about the differences between gambling in casinos and online casinos, so let’s dive into that a little bit. In a traditional casino, people can gamble with money or anything of value that they’re allowed to bring into the establishment. In an online casino, people can gamble with money or things of value through online betting apps or Bitcoin wallets that they’ve set up in advance (a process known as pre-gaming).

That being said, the biggest difference between traditional casinos and online casinos has to do with the accessibility of the platforms and the ease of use. In a traditional casino, people will need to download poker apps or log in to an online account to even be able to access the games. It’s also usually a clunky process that requires a lot of shuffling and sorting through chips to place a bet. In online casinos, accessing games is usually as easy as clicking a link or scanning a QR code, and the chances of winning are generally better because fewer people are playing (this being said, there are exceptions, such as when people are playing on mobile phones, where connectivity and speed are an issue).

Let’s now shift our focus to understanding the online casino industry through a digital marketing lens. Here are some of the major differences between a gaming site and a non-gaming site:

Revenue Models

The biggest difference you’ll notice between a gaming site and a non-gaming site has to do with how they generate revenue. Most gaming sites rely heavily on online betting (read: gambling) to generate revenue, while most non-gaming sites rely heavily on advertising to generate revenue. The revenue from online betting in casinos is usually around 95%, so it’s an extremely lucrative aspect of the industry. In fact, the revenue from gambling alone is enough to make most online casinos profitable businesses—even those that lose money overall.

On the other hand, advertising on a non-gaming site is usually done through a third-party ad network (such as Google Adsense or similar networks) and/or affiliate programs, where advertisers pay to have ads placed on a site according to a pre-established schedule. Advertisers pay per click or per impression, and the site owner gets a cut.

User Behavior

Another important factor to consider when reviewing an online casino is the user behavior. When people visit gaming sites, they’re looking to have fun and/or make money; hence, the name. People visit gaming sites to gamble, so it’s pretty normal for the sites’ primary function to revolve around offering games for which they can win money.

On the other hand, people visit non-gaming sites to be entertained, and the primary purpose of these sites is typically to provide useful information or engage in valuable discussion. So, while there are exceptions (such as forums for discussing fitness routines), these sites are usually meant to be informative.

Product Awareness

There’s a lot more going on behind the scenes at an online casino, including promotions, game variations, and loyalty programs. All of these things contribute to the product awareness that consumers have about a brand or business. In other words, people are generally aware of the types of products and services the online casino provides, as well as the terms used to describe them.

On the other hand, non-gaming sites often operate with a higher degree of consumer anonymity. They may operate largely through blogs and social media posts, with very little to no brand awareness. This is important to keep in mind when trying to connect with potential customers through content marketing.

Writing And Marketing Strategy

This is sort of a two-part article series, so let’s start by looking at the overall strategy for writing for an online casino. This involves developing a tone of voice and style that will resonate with your target audience while still being engaging and entertaining. Here are some general tips on how to write content for an online casino:

  • Keep things light and entertaining
  • Focus on the positives
  • Avoid controversial topics
  • Include links

Additionally, it’s important to follow general digital marketing strategy and approach, including:

  • Using keywords in headlines, subtitles, and descriptions
  • Creating engaging content that keeps people coming back for more
  • Sharing content on social media to establish credibility
  • Testing different heading variations and descriptions to determine which performs best

Let’s now shift our attention to review process, which entails looking at the specific steps and processes involved in order to give an honest appraisal of an online casino’s products and services. Here are some of the major review benchmarks to keep in mind when conducting a review of an online casino:

Overall Gameplay

First and foremost, a user should be able to easily navigate through the site’s homepage and find the games. When gaming, ease of use is key, especially if the person is new to the site (read: they’re not yet familiar with the types of games available or how to navigate the site’s menus).

The games themselves should also be of high quality, with responsive touch screens and easy-to-follow rules.

Additionally, people playing on mobile phones should have an easy-to-use and mobile-optimized interface.

Customer Support

It’s important for an online casino to have live customer support available at all times via email, live chat, or phone (if they don’t have an available agent, there should be automatic email replies that can be checked frequently).

The better the customer support, the better. Even if the person is not specifically trained in customer service, a simple template email can be sent out that provides instructions on how to access a game or make a deposit/withdrawal. Live chat should also be available and accessible 24/7/365.

Variety Of Games

It’s important for an online casino to have a wide variety of games available, as well as new games added frequently. This provides the player with something new to do, as well as something to look forward to. Variety is also key in keeping player interest and helping them come back for more. Some other important tips about variety:

  • Offer a variety of games, not just the ones that are most popular
  • Add new games regularly
  • Keep games fresh and engaging