The promise of a new year

In the first few weeks of the New Year, we all have our eye on certain goals we hope to achieve. With 2024 upon us, it’s time to take a moment to reflect, reevaluate and re-energise so we can make the most of the year ahead. The world of iGaming evolved exponentially in 2023 and we have no doubt this year will be full of exciting developments. The fast-paced world of iGaming affiliate marketing is dynamic and prosperous - but alongside growth comes challenges. With the industry in mind, Trafficology shares our top goals for the year ahead, including areas to prioritise and what we think should be left behind.

Compliance is key
With global legislation constantly changing, it’s more important than ever to stay on top of compliance as the industry continues to evolve. While compliance is generally high in the iGaming affiliate marketing industry, there is always room for improvement.
  Prioritising due diligence to safeguard consumers and ensure the promotion of responsible gambling is essential. Taking accountability is not only a legal responsibility but an ethical one, too. It’s important to be aware that working in this industry sometimes involves balancing social responsibility and profitability. Being transparent about this in the workplace is a good place to start, as well as keeping a close eye on any legislative changes.
  With the online gambling and betting industry geared to become even more profitable in the coming years, governments will have more reason to scrutinise casinos and affiliates. So, staying on top of compliance and promoting responsible gambling only works to benefit the affiliate industry. By prioritising compliance, the industry wins in the longrun by ensuring a sustainable future.
  Towards the end of last year, six US affiliates established the Responsible Gambling Affiliate Association (RGAA) to regulate marketing and advertising in the industry. The association will focus on five pillars; education within the industry, creating advertising codes of conduct, encouraging responsible business practices, promoting competitive gambling markets and ensuring the protection, empowerment and choice of consumers. So, it’s safe to say compliance is at the forefront of the industry’s mind as we move into 2024.
  It will be interesting to see how this association and other initiatives, such as France’s new requirements by the National Gaming Authority for operators requiring approval for promotional strategies, will impact both affiliates and operators in the industry this year.

Compromise and Collaboration
Working relationships can be tricky but like all relationships, they are worth investing in. Specifically, the iGaming affiliate marketing business is dependent on the dynamic between operator and affiliate, so working together is essential.
  The relationship between affiliates and operators is a symbiotic one, with benefits for both parties. To optimise collaborative efforts, trust is essential between the two and must be carefully fostered. Doing your due diligence about who to work with and establishing trust early on is a good place to start.
  Strong communication is another essential factor to creating a healthy affiliate-operator relationship. How you work together directly impacts what you are able to achieve. Clear and responsive communication from operators, with clear guidance on how to effectively promote the brand, makes affiliate life easier. Sharing essential tools and tracking software can also help to increase communication between parties.

Corporate Social Responsibility (CSR)
Speaking of social responsibility, we think prioritising CSR will be an important factor in the year ahead. Having just come out of the festive season, we’ve seen a wave of charitable donations and fundraising in an effort to give back to the community. While this is amazing to see and an area where the gaming industry excels, it’s important to keep this commitment all year-round. Implementing an effective CSR strategy would be a great start to 2024 – keeping it up would be an even better end to the year.

What to leave in 2023
Burnout
In the online world, there is no close of business. iGaming is always at the tips of our fingers, so it takes a certain level of self-control to step away from the screen. We all know the age-old adage ‘you can’t pour from an empty cup.’ So, even for the workaholics out there, if you want to achieve more in 2024, prioritising rest and mental time away from work is an essential part of the process. We can all get lost in the race to achieve our goals once the year gets into full flow, so taking a moment before January’s over to re-centre ourselves can’t hurt.

Dwelling on the past
This year, there will be no time to dwell on the past. The gambling affiliate marketing landscape will continue to rapidly evolve, driven by technological advancements. The personalisation of marketing strategies should be a key player this year, allowing for more accurate consumer targeting and conversion. The development of iGaming and technology at large holds great potential for the affiliate scene, so looking to the future is important to stay on top of the ever-changing online gambling industry. Moreover, technology and consumer preferences are set to further intersect to create demand for mobile-first strategies, which will undoubtedly impact developments in both the affiliate and operator scene.

Back to the future
The iGaming affiliate marketing industry is no doubt in for another busy year as the online gambling world expands into new technological and geographical zones. We expect to see AI, mobile prioritisation, personalisation and as mentioned, compliance legislation, become defining features of the year ahead. In the midst of all this excitement, we encourage you to remain focused, build positive working relationships and stay on top of upcoming legislative changes.