5 Emerging Affiliate Marketing Trends for 2022 in iGaming

Posted by: John
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SlotsCalendar together with PartnerMatrix, brought together the hottest gambling affiliate marketing trends. These trends were in the spotlight in 2021 and still create active discussions within iGaming audiences around the world.

While numerous industries and niches were undergoing real problems (for example, COVID restrictions cost the tourism industry around $2 trillion in 2021), the online casino and betting industry continued to grow, reaching an estimated value of 72.02 billion at a compound annual growth rate of 12.3%. 

This dynamic has had a significant impact on the iGaming affiliate niche, bringing new players to the market all the while activating scammers – which is expected in view of the above. We are sure that focusing on a few important topics may be beneficial for the affiliate performance of all sides involved in the iGaming affiliate business.

Security & Transparency in Business

In times of high risks, creating a secure business environment is the number one priority. One of the most common fraud types that affiliates use is “sure bets” – manual/automated schemes to ensure a win-win situation for affiliates. 

Casinos on the other hand try to reduce or hide real commissions of affiliates in order to pay less. According to rough estimates, only in 2020, the damage caused amounts to around $1.4 billion. Taking into account the fact that some operators can pay their affiliates up to $50 monthly to a single affiliate, this damage already seems to be expected.

First of all, we need to be prepared for such risks, and there are many techniques and tools to confront scammers. A real-time data feed can allow you to track traffic and any activity. 

Secondly, we can activate one of the anti-fraud tools that are designed to prevent certain activities and might be helpful in numerous situations.

Google Chrome Is Restricting 3rd Party Cookies

The most popular web browser that is being used by 2/3 of all users, Google Chrome, has announced that it will begin restricting cookies traced and used by all 3rd party companies and websites. 

The initiative was expected to be fully implemented during the first half of 2022, but just recently Google announced delaying blocking third-party cookies in Chrome until 2023. This initiative will undoubtedly impact digital marketing in general, however, the reality is not so scary for affiliate managers. 

The initiative won’t affect the affiliate industry directly in sense of affiliate links/data-trace. We will still use the same logic of affiliate marketing, but in general, we need to find other ways of gathering and processing cookie data. 

Some marketing specialists are sure that the restriction will create a more clear advertisement infrastructure, but it will also pose new challenges for targeted advertising. Here’s a timely article on how to deal in a cookieless future.

Influence Marketing on the Background of Twitch Restrictions

Until recently, the Twitch platform was a huge source for gambling traffic and a handy tool for influencers to promote brands and video slot games. According to TwitchTracker.com, since 2018 casino industry has brought huge traffic from Twitch, and in 2021 in was already considered a serious marketing channel. 

But starting from July 2021, Twitch decided to restrict gambling streamers reasoning the decision with numerous violations connected with unlicensed operators promotion and streaming 18+ content to non-appropriate age groups.

Nonetheless, influencers continue bringing quality traffic to casinos around the world, and you can find any type of them on different platforms and media. One thing stays unchanged – users look for authoritative opinion-makers and you just need to find the most relevant one for your niche: content bloggers, YouTubers, TikTokers, and what audience they possess.

Crypto Breaks All Records & Limits

In 2021, the popularity of crypto transactions exceeded all expectations and forecasts. CryptoGamble.tips shares its personal numbers, stating that user activity in the first semester of 2021 increased by 952.52% compared to the previous semester in 2020. 

The high demand for crypto has arisen due to many different circumstances, but the main one is the Coronavirus pandemic. Due to the frequent lockdowns, people around the world are compelled to start using the Internet and alternative payments. 

Another incentive for crypto activity was the opening of markets in countries such as the USA, Canada, the UK, Germany, and other big countries.

Online Betting Is Booming: COVID-19 Post-Effects

If you were seriously thinking about activating the betting channel, now is the time, according to specialists. The gambling industry is steadily growing, and the betting segment is expected to be one of the most developing branches.

This is again due to several factors, including pandemic-driven activation of online entertainment around the world, but also legislation amendments in many countries, such as betting legislation by the US Supreme Court in 2018. 

Also, in recent years, there has been an activation of the female audience: another thing to consider while setting up your marketing campaign.

Conclusion

Naturally, we did not mention many other topics that were trending throughout the year, for example, such as content-orientation and the ability to correctly work with data flows. However, such trends are eternal topics and they are worth paying special attention to.

Another topic that we have not touched on in this article is Automation tools, and we believe that using such tools will essentially impact the effectiveness of everybody’s cooperation – including affiliates and operators. As for 2022, we are sure that the topics of security, betting, and crypto will still make some good noise.