Operators in iGaming utilise various tools and software to assist with day-to-day operations. Choosing the right software is crucial to maximise business potential. Often, operators can feel stuck with a platform as they’ve onboarded the team and trained the company to use it. Migrating to a new platform can therefore pose various challenges. The team at ReferOn spoke with its B2B Affiliate Team Manager David Harris to discuss.
Let’s discuss migrations and why they can be scary for some. How do you manage these and reduce the ‘fear factor?’
Change can be daunting for a business as there are many factors business owners must consider that could potentially disrupt operations or impact the bottom line. The primary concern for migrations for many operators is successfully transferring their data to a new affiliate system without a hitch. The most important datasets are their players, affiliates, trackers and deals. This data is crucial and any disruptions could prove extremely costly.
With data being so crucial, how does one prepare for such an event and how long does it typically take?
Migrations might take a long time if the system doesn’t have the appropriate resources to facilitate the transfer of mass data and onboarding of new customers. Systems without adequate protocols and processes can suffer from confusion and poor communication. Some operators are also wary of migrating to a new platform because they would have to dedicate significant time and resources to learning it and teaching all employees or perhaps had bad experiences. Time spent learning new platforms could be allocated to growing affiliate operations and calibrating ad campaigns. With significant downtime learning the new system, the operator may lose a key affiliate or network.
With these considerations in mind, affiliate management systems require a combination of services and features that make migrating as seamless as possible.
Let’s say I am an operator who is migrating to ReferOn. We are ready, in communication and waiting for the green light. What happens on day one?
‘Day One’ operations are key to understanding what happens next. It is all good to know what is planned, but what happens next? This is when we have to hand it back to you. Work never stops as an affiliate manager, so now it is back to the grind; chasing affiliates, setting deals and optimising campaigns. The ReferOn team will still be on hand, as it is common that not everything happens in a day.
It is worth noting that I am aware of many unfortunate instances of migrations in the market where communication or notes are not passed between teams or migration was handled poorly, creating a sour taste in the mouths of operators not wanting to migrate again. Consequences were seen in all areas, not limited to: Dropped campaigns, drops in performance and even lost data. ReferOn hopes to alleviate, or never see, these problems.
The importance of a good affiliate management system
Using the latest affiliate management technology can help operators meet their business goals, even if migrating can be daunting. However, the pros of migrating outweigh the cons if the system can help boost campaign engagement, boost performance metrics and increase your network.
A good affiliate management system will provide constant technical updates and QoL improvements so that users have the latest tech and best features. Advancements in data analytics and ad campaign management are crucial, but the system’s customer support should allow operators to thrive.
As these systems implement more advanced features, their UX/UI can suffer due to feature bloating and complicated menus. A clean and easy-to-navigate affiliate management system with organised dashboards will allow operators to access important information easily, and make actionable insights quickly, ultimately boosting business performance.
