The lecture began with an explanation of the personal challenges faced by Ricardo Magri to understand the gaming market's desire for affiliation.
“My work was more focused on softening issues such as the sport considering the world of betting something pejorative, fighting mottos such as gambling or betting mafia. In fact, what I discovered is that the betting world liked to make affiliation as in any marketing practice. My biggest job was not to educate the rights holders, but to hold back the impetus of the bookmakers to do affiliate marketing within the clubs,” he explained.
Then, Eightroom's Commercial Director stated that the gaming and betting market has a great advantage when it comes to affiliation because it is digital in all its aspects.
“One of the reasons the industry prefers affiliate marketing is that it uses everything it has available in digital marketing to talk about a product that is virtually all digital in every aspect of its chain. The gaming industry went ahead without even having a sport being played. The virtual ones, eSports, casinos and slots that were not so explored will enter. Thus, from start to finish, the offer became digital. With that, if you want to impact a betting customer, you use digital before, during and after the delivery of the servisse,” he added.
Although all the tools used in affiliate marketing lead to an expressive performance result, Magri warned that the focus should not be just that, and that it is necessary to carry out a risk assessment.
“I can comfortably say that the main conversation we have in our daily lives is risk management. This should be handled in a smarter way. It's not enough just to think about performance, if you can win for me, you get paid too. Not every situation can generate gain. This is a conversation about risk management that little by little I try to enter intelligently for everyone to hear.”
Finally, Magri highlighted that the Qatar World Cup represents a great opportunity to boost work with affiliation and achieve results in a short term.
“A period that would be a vacation, completely without competitions, will be the prime of sports. The World Cup, which is highly anticipated, will take place in November and December, something that has never happened and is unlikely to happen again. This entire period before the World Cup will be filled with competitions that have to start and end until the Cup. All of this creates an opportunity to accelerate all affiliate marketing strategies to culminate in something very good at the end of this period.”
Source: Exclusive GMB
