James Ashton, Head of Content at FindMyUKCasino.com, says that slot developers and casino operators must work more closely with affiliates to promote games and drive new player sign-ups .
When it comes to online casino content, slot games are undoubtedly king.
It is important for operators to offer a balanced portfolio that includes table games, but you only need look at the sheer number of slots stocked to see they are what players are really looking for.
As an online casino affiliate, our data also shows the popularity of slots over other casino games with our slot sites page one of our most visited. We find that players searching in Google for slot sites want to play at online casinos that offer not just hundreds but thousands of slot games and from a huge range of providers.
This means that operators must ensure they partner with the widest possible range of studios to not just offer the quantity of games players are seeking, but also the quality.
The good news for operators is that the sector is well served by hundreds if not thousands of developers, each trying to stand out from their rivals. There really is no shortage of new, innovative, highly entertaining slots for operators to integrate into their lobbies. We are also seeing an uptick in exclusive and bespoke content.
But I would argue that operators and game developers are not doing enough to make players aware of the latest titles to hit their game lobbies, nor are they leveraging their power as a marketing tool.
An opportunity is being missed by both developers and operators to effectively engage and work with online casino affiliates to promote games – and slot sites – to players.
Below, I outline how both developers and operators can use affiliates to make players aware of the games they develop and offer, and ultimately drive play volume and new player sign ups.
Game developers:
One of the greatest challenges for game developers, particularly smaller studios, is getting in front of operators in the first instance – competition among studios is incredibly fierce. By working with online casino affiliates, developers can start to raise awareness among the slot playing community about the games they have launched and are working on.
This, of course, means striking relationships with publishers, which can be easier said than done but there are plenty of ways this can be achieved.
This very site is a great place for developers to share information about their latest slot launches, and it’s great to see the likes of Play’n GO, Red Tiger and many more doing just that.
Professional affiliates will regularly read industry sites, and this will help make them aware of new game launches. Of course, this can be taken a step further. A growing number of affiliates wish to review slot games before they launch, so they can post a preview to their readers and then publish their review as soon as the game goes live.
To do this, developers need to provide affiliates with access to their client area so that they can go on there and give existing and new games a spin.
Developers should also consider creating a distribution list for affiliates where they can send them news and updates regarding their production lines and the new games set to hit the market.
If a developer has a strong relationship with an affiliate, they can then consider things like interviews, studios tours and so on, allowing the affiliate to create fascinating content for its readers. This helps the developer to strengthen its presence among the slot playing community, which in turn will increase demand for its titles and help open operator doors.
Online casinos and slot sites:
Unlike game developers, operators already have a direct line of communication with publishers via their affiliate teams and managers.
And while some operators do a good job of communicating with affiliates when it comes to game launches and tournaments around games, others do not. To improve on this, operators and game developers must work more closely together around slot launches – particularly blockbuster games or bespoke titles.
For example, if an operator is about to launch a game exclusively for two weeks, a month prior they should reach out to affiliates and tell them about it.
Affiliates should then be given access to the game so they can preview and review it. They can also write a news story saying what the game is and when it will launch. The same applies to any tournaments or competitions being run across a specific game – notify your affiliate partners and give them time to create and publish content around it.
This can be done via sending out a newsletter – operators will already have affiliate information on file – or publishing information in their affiliate portal.
For operators, this can lead to a major spike in new player traffic as affiliates place calls to action throughout news stories, game reviews and previews, pushing players to their partner sites.
This reality isn’t difficult to execute and at a time when the marketing of bonuses and promotions is coming under greater scrutiny, operators must find new ways of enticing players to their sites.
And such is the popularity of slot games – and the scope for creating content around them – developers, operators and affiliates must work together to maximise the opportunity for all.
