C Wesson: Firstly, I would say what you need is co-operation on both sides. Sometimes operators will approach affiliates for ideas for promotions and sometimes affiliates will approach operators for ideas for promotions, but essentially if you want great retention rates by using affiliates for an operator, then it needs to be a reciprocal deal that’s going to work for both parties.
Customer Management IQ: What are the most important factors that operators need to think about when adopting a customer-centric focus and, also, how in your view can affiliates help them to achieve this?
C Wesson: A very good question! I think the problem which a lot of operators have to overcome of affiliates is that it’s engaging the affiliates into the excitement of the promotion. What I mean is that affiliates, day to day, they’re looking for the deals for them, from the affiliate’s point of view, in terms of commission rates and CPAs and conversion rates on the website that’s going to generate the best revenue. So if you’re approaching an affiliate saying this is what we’re doing for our players, the affiliates will look at that and then say, well, how does that make me richer? And unless the operator can really point out the benefits to the affiliate of using the promotion, a lot of these promotions are going to be overlooked. So the most important factor for the operator to think about when adopting customer-centric focussed promotions is to really help the affiliate understand how it’s going to benefit the affiliate, and then you’ll get the affiliate onside.
To access the full podcast and transcript please visit the event website - details below.
Chris Wesson will be speaking at the Player Retention Strategies for Online Gaming Conference, which will take place from 19th - 20th July in London. For more details, please visit the website: www.playerretentionevent.com, call freephone: 0800 652 2363 or email: email@example.com.