Mustard Digital Founder Allan Turner believes affiliates should focus efforts on promoting unique features within online casino games.
Turner, formerly CMO of operator BGO Group, founded online gaming marketing agency Mustard Digital in January.
Turner was speaking on Thursday at AffiliateCon Sofia 2019, delivering a presentation on maximising revenue from players.
When asked by Gambling Insider how online casino affiliates can provide more engaging content on top of bonus offers and basic game details, Turner said: “It’s a real challenge. Games have set, unique features and I think there are some things affiliates don’t push as much as they could do.
“There are a lot of risk-averse people who don’t like playing high-variance slot games, for example, because they want a long session, but that’s just one area where I think people don’t focus on it enough. Other than that, it’s just branding elements that drive traffic.”
Within the presentation, Turner spoke of the importance of affiliates creating strong brand names on top of driving traffic to operators.
He said: “I think there are a lot of examples in sports betting where affiliates have built genuine brands. There are probably only a couple of examples in casino, with AskGamblers being the most obvious one. I think there’s a real opportunity for people to not only drive lots of traffic to casinos, but also to build a genuine brand that has unique features.
“Google are very much rewarding brands for being brands now as opposed to anything else.”