Affiliate Soapbox – Bingo and Lottery

Affiliate Soapbox

We asked, you listened! Our Affiliate Soapbox is back with more of your responses. At AffiliateINSIDER, we wanted to know what affiliates/operators thought about BINGO! We put together some of the contributions from some of the experts so you could hear their view. Stay tuned to find out how you could be part of our next Affiliate Soapbox feature.

This month, we hear from Sue Dawson from Best New Bingo Sites and Fabiola Olaso from Vista Gaming.

Sue Dawson

AI: Is bingo dead, or does it still have a place in iGaming?

SD: “Even without the surge of interest we saw during the lockdown earlier this year, bingo would still be very much alive and kicking, with healthy search volume for a wide range of bingo related queries. There’s been a definite evolution over the last few years, though, away from sites where all the emphasis is on bingo and now, slots are being given at least equal prominence.

This is in line with changing demographics and an increase in the percentage of play being done on mobile devices where more snackable games come to the fore. If done well (with exclusive rooms & promotions and a strong community) bingo can be a really valuable retention tool.”

AI: Do you think COVID-19 has changed bingo acquisition and retention?

SD: “At the start of the pandemic there was a surge in interest from people who clearly hadn’t played bingo online before and were either looking for new forms of entertainment or replace offline bingo play.

The community aspect of bingo was a big draw and continues to be a factor in player retention even though the rush of new players has subsided.”

Fabiola Olaso

AI: Do you think that lottery is well enough presented with affiliates?

FO: “Not really, I do not know of many affiliates who offer lottery sections or traffic.”

AI: How innovative are lottery operators and affiliates in their marketing?

FO: “I’m afraid Lottery can be subject to geo locations and is hard to believe that if you play to win another country’s lottery jackpot, that in reality you could legitimately take part in it and win. Many countries or states have laws with taxations along with complex laws and regulations to stop players from outside that country or state from winning.”

AI: Is it more difficult to sign bingo affiliates up on traditional rev share models than before?

FO: “No is not, Bingo players have a good player value in the long term, so it is the other way around. I will always suggest for the affiliate to go with Revenue Share as a CPA deal is a short-term thing and applies only to low quality traffic in terms of Bingo.”

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 You could be the next contributor to our Affiliate Soapbox and have your voice heard. Next month, we are talking about sports betting! Have your say here!