There are a lot of sharks out there and a lot of fish in the ocean ...

One problem in the online space is that some affiliates are not particularly selective when it comes to sharks. As a brand, your casino is banged in with a school of other big fish. Of course, this means more brand parity, not less. The relationship with affiliates is of the utmost importance. We would argue that you also need focussed branding. Otherwise you will always be looking over your shoulder and wondering which of the other sharks is going to devour you.



For every excellent affiliate page, there are a handful that are as shoddy as this one - which nonetheless was accepted by each casino we approached and signed up with. We had to give our web designer sick leave because we wanted to demonstrate just how little banner farms and banner farmers often contribute - this horrible one was lovingly created using Blogger. Other than the fact this is a marketing site, would a similar site do your brand justice?

Thankfully there are many well informed and ethical affiliates who are members of groups such as the Gambling Portal Webmasters Association (GPWA) who punters are reliant upon to find the best deals from the best casinos. We would recommend them to anybody. In a nutshell, affiliates offer mass marketing. You obviously also need to add a targeted CRM strategy. You could not ask for better than these two -

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