eGR Power Affiliates 2013 - Bingo
As a report from the Internet Advertising Bureau UK shows online gaming to be the fifth highest spending sector for Online Performance Marketing " an industry which received more than £800m in investment in 2012 " eGaming Review takes its annual look at the biggest players in the egaming affiliate sector.
2012 was the year that Google algorithm changes (attacking thin content and alleged link abusers) and European cookie legislation threatened to derail growth in the egaming affiliate world in 2012. However, as we move into 2013 the industry is beginning to convince us that it has ridden the storm and is poised to push things forward.
Rather than providing content for content’s sake, affiliates have wised up to the need for this aspect of their offering to be stronger than ever before, and it is thanks to this and other adjustments that recent research from PricewaterhouseCoopers has shown the industry to be booming, with the performance of the affiliates included in this year’s list being testament to that fact.
That is not to say there have not been challenges. BingoPort’s Scott Logan cites his company’s ability to ride the latest Google algorithm changes as the most significant development of the last year, thus demonstrating the value of affiliates’ reactions to such changes.
Adjustments are being made to old models, which are quickly losing relevance, with poker affiliates joining operators in moving away from outdated rakeback-only worldviews and sports betting affiliates acknowledging the role of mobile.
Mobile has grown so significantly that it now warrants its own sub-section within this feature, as we highlight 10 mobile-focused affiliates already beginning to make waves. As well as these new additions, it is clear to see that existing affiliates are beginning to embrace the channel alongside their core online portals.
Elsewhere there is the always-relevant subject of regulation, with some affiliates finding it harder to ignore dot.country markets and to adjust to the changing landscape. Europe is the focus right now, but with PokerTrip Enterprises securing the first Nevada affiliate licence, we could see more looking towards the United States as the year goes on.
The environment is challenging, but as ever those prepared to rise to the task can continue to find success.
Today eGaming Review goes through the biggest online bingo affiliates, while over the course of the week we will bring you the biggest names from the casino, poker, sports betting and – for the first time – mobile gambling affiliation.
Bingo Q&A – Scott Logan, CEO, Bingoport
eGaming Review (eGR): What have been the most significant developments for Bingoport over the past 12 months?
Scott Logan (SL): The most significant development in our business over the past 12 months isn’t actually a development as such. It’s that we’ve been able to ride the Google algorithm changes and come out in a better position than before the Panda and Penguin updates.
This was significant for us, because it showed that our approach of always being as white hat as possible paid dividends. While we’ve been developing our comparison products (such as Bingoport.co.uk) constantly, it’s been the developments that have gone into user engagements and repeat visitors that are paying dividends.
eGR: The crossover between affiliates and operators seems to be more common in bingo than other verticals “ why do you think this is?
SL: There are four reasons in my view: the low cost of entry if it’s a proven affiliate with decent traffic; the ability to use the affiliate traffic and databases to quickly send traffic to these sites; the low liquidity requirements of a bingo site when compared to poker; and finally bingo players’ propensity to try new sites constantly.
eGR: You launched your first Facebook app last year “ do you see more egaming affiliates taking advantage of social media in this manner?
SL: There are some, but you’ve really got to understand how social media can work with your business or it can cost a lot of money very quickly for very small results. As the Google changes have happened, more and more affiliates are turning to buying traffic outright, which is part of the Facebook strategy. Some have done it better than others.
eGR: What opportunities does mobile offer to egaming affiliates and is there anything stopping more from taking advantage of the channel?
SL: There are countless opportunities in mobile right now. Many egaming affiliates are taking advantage of mobile already, although there are some challenges when it comes to the technology. Many affiliates look at mobile as a similar technology to the web when it comes to acquiring players “ but the reality is that it’s a whole new ballgame with players looking for different things, embarking on different user journeys and spending money in a different way than on their desktop. It will take some time to get it right, but many of the companies that got in early are already seeing the benefits.
Power Affiliates – Bingo
Balls Up Bingo
Founder/Principal: Chris Brown, Take That Ltd
Domains: ballsupbingo.co.uk
Acquired by Take That Ltd from founder Nickie Shute; parent company also runs Lottery.co.uk and Gamble.co.uk sites. Reviews Facebook bingo apps as well as real-money sites.
Bingo Hideout
Founder/Principal: Ben Thorns; Tom Thorns
Domains: BingoHideout.co.uk; NoBullBingo.co.uk
Run by the Thorns brothers’ Solid Digital Marketing business, main site allows players to compare bingo offers from various sites via Bingo Odds Booster feature. Also has “hideout’ “ branded sites for other verticals.
Bingobase
Founder/Principal: Raj Ramanandi
Domains: bingobase.com; bingobase.es; bingobase.it; freebingo.net; casinobase.co.uk; pricelessbingo.com; champagnebingo.com; superfreeslots.com; teaandbingo.com
Veteran bingo affiliate Ramanandi was among the first to move into the operator space through sites such as Tea and Bingo. Hosts localised sites for a number of European markets.
Bingoport
Founder/Principal: Scott Logan
Domains: Bingoport.co.uk; Dingobingo.com; Bingopals.com
Largely UK-focused affiliate with more than 200,000 unique visitors per month across its network. Primary focus remains with bingo, but Logan is exploring opportunities outside the vertical.
Free Bingo Hunter
Founder/Principal: Jonny Bennet, Quick Think Media
Domains: FreeBingoHunter.com
Former commercial manager Bennet has taken the reins from Simon Smiley, who is now focusing on social venture Avatingo. Active forum has more than 4,000 registered members.
Mad About Bingo
Founder/Principal: Andrew Edwards; Phil Goulding
Domains: madaboutbingo.com; madaboutcasinos.com; madaboutslots.co.uk
Parent company Mad About Media diversified into casino not that long ago, and has ventured into mobile with the Mad About Slots casino.
OhMyBingo
Founder/Principal: Ben Starr, 15 Marketing
Domains: OhMyBingo.com
Founder Starr launched the 15 Network in February 2012, incorporating a number of UK-facing bingo brands including Starr’s own Lights Camera Bingo and Show Reel Bingo brands.
PlayingBingo.co.uk (NEW)
Founder/Principal: David Lloyd
Domains: PlayingBingo.co.uk
UK-focused site launched by former bingo caller Lloyd, which also receives contributions from Balls Up Bingo founder Nickie Shute, among others. Offers listings for land-based and online 90-ball bingo.
Sunlight Bingo
Founder/Principal: Trevor Edwards
Domains: SunlightBingo.co.uk
Launched by Trevor Edwards, brother of Mad About Bingo’s Andrew. Works a lot with UK operators such as bgo, and has a four-figure Twitter following.
Superfreebingo
Founder/Principal: Chris Wesson, Little Star Media
Domains: superfreebingo.com; superfreeslotgames.com
Another to drive significant traffic to UK operators, this affiliate has been in operation for five years and as of last year had sent more than 45,000 players to UK sites.
Which Bingo
Founder/Principal: Phil Fraser, Focus Online Management
Domains: WhichBingo.com; whichbingo.co.uk; freebingo.co.uk; quebingo.com
Self-described “Media Owner’ awards respected Site of the Month and Site of the Year awards and has Englishand Spanish-language sites.
This article first appeared in the March issue of eGaming Review – for subscription options click here.