Adapting to the Current Conditions and Emerging Markets

By Shane Addinall

Since the so called loss of the American market the online gaming industry has been in turmoil… Or has it? Sure the Unlawful Internet Gambling Enforcement Act has made it a little more difficult to transfer funds online within America, but what of the rest of the world?

The UK has brought in new legislation that has not only legitimised a multi-billion € business, but has also offered the industry a new and diverse player base. We’ve all had to focus on a market that has been lucrative to some and ignored by others. It’s forced us to grow up as casino operators and as affiliates. It’s ensured that we think smart and not take the simple “shotgun approach’.

As operators and affiliates we have started to see the logic in not only providing different language options in our sites, but also providing content that is specific to a certain country. Our promotions, bonuses and even in some cases our games are now aimed at specific nationalities. Take the German 49c Jackpot City Online Casino for example. It now offers a legal casino route into the notoriously difficult and tightly legislated German market. It’s a unique product created within the structure of the German legal system - a first for any online gaming operator within a specifically targeted country. Would this have been the case 12 months ago? Doubtful!

Most of today’s top Affiliate programs thankfully have realised this, but do they all have the right products? Unfortunately few in fact do! That’s why it pays to shop around for one program that will offer you exactly what you need in a new emerging market, namely product, market knowledge and above all reputation.

Who you choose is up to the Affiliate Program, how you choose is up to you!

About The Author

Shane Addinall, has been in the gaming industry since 1998 and with the ReferBack affiliate program since 2002. Shane is currently focused on developing ReferBack’s brand image and assisting new and established affiliate partners in effectively utilising the wide range of products ReferBack has in a way which best suits the needs of ReferBack’s partners.


Past Articles
Beyond SERPs, Optimize for Player Conversions
August 2007, by Ryan King

Ways To Reach Non-English Players For Your Affiliate Business
June 2007, by Connie Burstin