Potential of Affiliate Marketing
Brands work with affiliate partners who promote their products and services and are rewarded with commissions based on the results of their promotions. This performance-based approach is ideal for clients in the gaming industry as it can amplify brand influence while reducing risk.
Affiliate marketing is essential in a competitive market. Operators can achieve a return on investment (ROI) of up to 12:1. For African gaming brands, such a strong return means they can more effectively penetrate a market with millions of potential players.
In addition, while traditional marketing methods are often costly and unpredictable, affiliate marketing focuses more on measurable results such as first deposits and number of registered users, providing a higher ROI.
Leverage local influencers and market insights
A key advantage of affiliate marketing is its ability to leverage local networks and market insights. Africa has a rich cultural background where personal recommendations and word-of-mouth marketing have considerable influence. Brands that work with local influencers can quickly build trust and credibility among their target groups. Well-known opinion leaders and affiliate partners within the community can help brands reach potential customers faster than traditional advertising.
Taking Kenya as an example, several local brands have successfully partnered with local social media influencers and influencers to deeply engage with the local gambling community.
Eric Mwai, COO of WezaBet, supports the adoption of affiliate marketing in Africa. He told SiGMA News: "Affiliate marketing is a driving force in the gambling industry; it enables brands to scale efficiently, reduce acquisition costs, and build long-term player engagement through trusted influencers and content creators."
In addition, in African markets with high mobile phone penetration, offline affiliate marketing also provides huge opportunities for gambling brands. By placing promotional materials in places where local customers often go, local affiliate partners can effectively drive traffic to offline gambling stores and betting terminals, enhance brand user engagement and loyalty, and improve brand awareness.
Eric further said: “The future of affiliate marketing is very bright in Africa - with the proliferation of mobile technology, the development of digital payments and the growing audience of sports fans, affiliate marketing will play a key role in connecting gaming brands with the right players. Brands that invest in strong affiliate networks will dominate the market.”
Expand your reach and stay competitive
In a fast-paced industry, having the ability to scale quickly is a major advantage. Affiliate marketing opens the door for gaming companies to expand into new demographics and regions without making a large upfront investment. The beauty of it is that affiliate members can also apply their promotional strategies to performance analysis, ensuring that their campaigns remain relevant and effective at all times.
In addition, affiliate partners also play an important role in customer retention. They are able to increase the lifetime value of players by continuously engaging with their audience. For example, strategies such as providing daily forecasts, exclusive promotions and betting guides can enhance player stickiness. Studies have shown that players supported by affiliate partners have significantly lower churn rates, thereby improving the long-term profitability of brands.
Although regulatory compliance and fraud issues remain challenges, risks can be effectively mitigated by establishing strong partnerships and strict oversight mechanisms. In addition, companies should choose agency partners who are familiar with local gaming regulations to ensure compliance and maintain brand credibility.
Brands willing to invest in agency marketing will stand out from the competition and dominate this dynamic market.
