5 elements of successful partnerships in Gaming

Shirley Pulis Xerxen May 31, 2024

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5 elements of successful partnerships in Gaming

?At the recent iGaming Club 2024 conference in Malaga, Alyona Bursak, Head of Affiliates at Lala Stars, shared her insights on the topic – “Affiliates and Operators: Key to Successful Partnership.” Here are the key takeaways from her speech:

Selecting the right partners

Partnerships in the gaming industry go beyond transactions; they are strategic alliances driving mutual success. The foundation of a fruitful partnership is a robust return on investment (ROI). Choose affiliates who are professional and committed to delivering tangible value, focusing on qualitative aspects over traditional CPA models.

Understanding the market

A comprehensive understanding of the target market is crucial. Recognize the roles of all players, ensure competitive pricing, and guarantee sustainable ROI. Affiliates who understand and communicate these concepts effectively are invaluable. Operators must also ensure their products resonate with the market, incorporating optimal payment methods and robust retention strategies.

Communication, transparency, and trust

Successful partnerships require open communication. Both parties must meticulously monitor performance data to enable agile adjustments and optimize conversions. This ongoing dialogue fosters transparency and builds trust. Operators should deeply understand their affiliates, including the teams behind them, to ensure alignment based on mutual goals and shared market intelligence.

Market insight and adaptation

Entering new markets without adequate research or understanding can lead to financial losses and damaged reputations. Conduct market research and tailor products and payment methods to fit local preferences, requiring meticulous planning and execution.

The Affiliate’s role in market adaptation

Alyona Bursak concluded by adding that affiliates must ensure they send the right type of player to the operator, requiring a detailed understanding of market nuances, including player preferences across different gaming categories. Effective communication of these insights enables tailored marketing strategies, enhancing ROI.

Successful partnerships in the gaming industry rely on choosing the right affiliates, fostering transparent communication, and deeply understanding the market. The collective goal is to create value for businesses, partners, and ultimately, the players we serve.