The fortnightly Betting on Sports webinar, hosted by SBC, continues on Wednesday 21 August with ‘Reality 2019: Survival of the Fittest‘, which takes an in-depth look at the changing nature of player acquisition programmes, hosted by Affiverse.
The session will examine why a number of the industry’s player acquisition programmes are struggling to transition to the sector’s new marketing demands.
As we approach the ‘peak betting phase’ across multiple markets, does industry leadership need to rethink the proportion of affiliate marketing programmes as discipline, adding long-term marketing value beyond blunt acquisition measurements?
Furthermore, how has affiliates marketing’s mass M&A condition changed the relationship between operator and publisher, as betting operators seek to conquer very present scale challenges that have seen number halt operations, such as 188Bet, BetBright.
Affiverse’s founder and CEO, Lee-Ann Johnstone will be leading the webinar discussion as an industry marketing expert who is committed to developing the sector’s next-generation player acquisition programmes, with a specific focus on employee training, developing transition strategies and forming tailored acquisition models.
Johnstone said: “Acquisition marketing is getting harder to manage without specialist expertise for every digital medium we work in. Omni-channel marketing is detailed and complex, and brands are moving away from a requirement to try to manage everything in-house because they need expertise to succeed in igaming’s competitive environment.
“I’ll be lifting the lid on the inner workings of why acquisition programmes typically fail and sharing tactics for building sustainable relationships and online revenue.”
Gavin Moore, Director of Group Acquisition Marketing for Better Collective will be joining Lee-Ann on the panel, he added: “Affiliates must now go beyond ‘just’ delivering the players.
“We must further align our interests with our business partners and strive to contribute more to the value chain via the products we provide that nurture our communities.”
