Gambling Conversion and Retention

Before you join an online gambling affiliate program there are many things to consider to ensure that you (the affiliate) have the very best chance of success. It does not matter if you are promoting casinos, bingo, poker, slots or sports books because there are still common traits that gamblers look for before they register and gamble such as security, bonuses and loyalty programs. These are the hook to attract the gambler and ensure that the gambler has a pleasurable experience not just on the first visit but each time they play.

There are two very important factors to consider before you decide to promote a brand and these are 'Conversion and 'Retention'. If the brands you are promoting are unattractive to the gambler then you may as well look for another affiliate program to join. As an affiliate all you can do is send the targeted traffic, from there it is up to the brand to convert this traffic (conversion) to active gamblers and to provide incentives (Retention) so the gambler comes back to play again and again.

Here are some points to consider when choosing brands to promote from the angle of a gambler. They are in no particular order and no one brand is going to have the complete 25 so the more benefits the brand has listed below the better. You could look at a score of 20-25 as an excellent brand to promote and 15-20 as a good brand.

Does the brand offer competitive bonuses to attract new players. Are these non-deposit bonuses or does the player have to deposit a specific amount to get the bonus?
Non-deposit bonuses are a real hook to attract gamblers. Don't get too excited when a casino offers bonuses of $3,000 to new players. The players may have to deposit $1,000 in the account to get the bonus and how many gamblers are going to do that? Most bonuses require a deposit between $25 - $100 which is quite acceptable to take advantage of a $100 new player bonus.

Does the casino offer loyalty and reward programs or prizes to regular players? What are the incentives to come back and play?
Every brand needs to look after the gamblers they already have and one of the most effective ways to do this is to offer comps or rewards for each time they play. Points systems are common and can be cashed in for prizes. This sweetener is an effective way to keep the gambler coming back.

How long has the brand been in operation?
Gamblers will always trust an established brand above any new one. A quick look on the 'about us' should reveal information such as when the brand first started and how much they have paid out to players or how many players have played since the beginning. This is all good information to any gambler.

Is the brand approved by Ecogra?
Ecogra (Ecommerce Online Gaming Regulation and Insurance) provides an independent service which ensures fair play, player protection and responsible operator conduct. Many gamblers would be familiar with Ecogra and the brands would normally show a banner on the home page to prove their web site has been approved.

What type of software and games do they use and are they with quality sound and graphics?
There are five main gaming software providers with Microgaming the biggest and they also provide the progressives and poker room networks for the bulk of the main brands. Cryptologic has won many awards for their state-of-the-art software which has fabulous sound and graphics. Playtech provide software to many of the small brands with Boss Media and RTG propviding the rest.

Do they offer mobile gaming to players?
New gamblers may be looking for this additional gaming action and more and more brands are making them available.

Do they offer live dealers?
Many gamblers prefer live dealers and many Microgaming brands offer this service on some of their games.

Do they have a non-download game option?
Some gamblers may prefer try the non-download games first before taking the trouble to download software on their computer. If the flash games come up to scratch then the gambler will normally move onto the main software.

Does the brand introduce new games periodically?
Microgaming has to be the industry leader in this and they are constantly introducing new games to the market. Gamblers love to try any new games. Brands will normally advertise the recent games additions on the home page.

Does the brand offer multi-language options?
This is another must for any brand as the gambling industry is a global market so you have to appeal and make your business available to gamblers Worldwide.

Does the brand offer multi-currency options?
Many of the brands do offer this when the gambler signs up for an account so they can play in the currency of their choice. Brands who only offer USD play are seriously losing money.

Does the brand offer other gambling alternatives?
Many casino gamblers also like to play poker, many female slot players also like to play Bingo. Does the brand offer multiple gambling options from the one main web site?

Is the payment system offered completely secure? Who processes the gamblers payments?
Who controls the payment system for the brand. This is always outsourced and the gambler needs to ensure that their credit card deposit payments are done with complete secure encryption.

What type of payments are accepted to register and play?
Gamblers have to be made welcome and a flexible deposit system is essential. Major credit cards always need to be accepted along with wire transfers, checks and a wide range of other online payment facilities such as Neteller.

Does the casino connect to a progressive jackpot network?
Progressive jackpots are big draw for gamblers and Microgaming offer one of the most popular progressive networks in the online gaming industry. This means that the same progressive games are available on all the brands that use their software.

Why would a gambler want to play the same games on other brands? Simple, because the gambler can move from brand to brand, take advantage of new player bonuses and play the games they are familiar with that provide mega jackpots like 'King Cashalot' and 'Major Millions'.

What type of support is in place for the gambler? Do they offer live support? Telephone support? Is it covered 24/7?
For me all brands should offer on site live support 24/7. This means if a gambler has a question before he gambles then there is always someone there to answer this question. Not just email or telephone support but online assistance when needed. If a gambler is in the mood to gambler then you need to provide them with instant support.

Is there gambler interaction facilities available such as chat rooms or forums etc?
Many gamblers like to share their experiences with others and female slots and Bingo players are a perfect example. Making gambling more open and interactive via online chat rooms is a great way to keep player retention.

What is the average payout for players and what official body monitors these stats?
Most brands will make the average payouts available for inspection though you need to ensure that they are independently audited.

Has the brand won any awards recently?
There is a real feel good factor associated with brands that have won awards. As long as the award is from Online Gambling Magazine or Casino Meister then it is worth taking note. Beware of rogue brands making their own awards and then awarding themselves.

Is the gaming license information available on the web site?
If a gambler is unfamiliar with a brand then they may want to ensure that they are licensed. This information should be made readily available on the web site.

How can a gambler withdraw any winnings. Is there any minimum amount and time frame?
If a player wins how can they withdraw their money? If there are time limits and minimum withdrawal amounts this may put off many gamblers.

Does the brand have Privacy Statement to protect gamblers?
The privacy statement is normally found on the home page and will outline what the brand will do with your private information. Rogue brands will pass your details onto third party sites so you are inundated with gambling offers. Make sure the brand has an acceptable privacy policy.

Does the brand offer information for responsible gambling such as a link to Gamblers Anonymous?
I always look on links to responsible gambling information as a real comfort and rubber stamps the fact that this brand really does care about gambling addiction problems.

Are there any testimonials from past and present players?
Verifiable customer testimonials are another feel good factor and gamblers are always interested in the experiences of others.

Are recent winners advertised on the site to encourage players to register and play?
Recent winner acknowledgements have always been a hook for gamblers and would often mentally trigger a positive reaction.

A video tutorial on gambling conversion and retention is available to members of The Inner Circle.