In this episode, Lee-Ann Johnstone interviews Game Lounge CEO Richard Dennys about his experience in the affiliate marketing industry. They will discuss the differences between iGaming and eCommerce marketing strategies, challenges and opportunities for the iGaming industry, and the importance of cooperation between operators and affiliates. Richard also shares his insights on new trends and changes in affiliate marketing and highlights the need for diversification and simplicity in affiliate marketing. This episode provides valuable insights for both beginners and seasoned professionals in the affiliate marketing field.
Listen here for all the insights.
Comparing iGaming and e-commerce
Lee-Ann tells Richard: “You have a lot of experience in both iGaming and eCommerce, and you're a little bit like me. I would say to get you on the podcast because you see things completely differently than people who are just on the podcast. One-track businesses look at things. If you're only working on e-commerce, or if you're only working on AI games.”
She went on to ask, “What's the first thing you notice as a new person coming into this industry?”
Richard said: “The first thing I noticed is that most of the people I've met so far only work in iGaming and haven't changed jobs. Why do you think that's the case? It's probably not so much that the salaries are quite high. , because there is a demand for talent, and in an island like this, where the demand is higher than the supply of talent, the salaries are good. Why would my income be reduced by 50%? Also, in web games and affiliate networks, You’re dealing with multiple verticals, multiple affiliate types, it’s complex, and in terms of tracking, you have all the issues that are happening with ITP and GDPR.”
Challenges in moving from corporate network to publisher
Leanne asks Richard. “There must have been a shift in mindset from the corporate network side to being a publisher. What are the big challenges that you think we're missing and not hearing or seeing?”
Richard responds: “So, being profitable as an affiliate is a completely different thing. It's a media business. It's like running a magazine publisher. You have a publisher, an editor, a writer, and you have to work as efficiently as possible. What's really interesting about the period that I've been here is that we've gone through Google updates, this latest HCU, core updates, and then spam updates. Well, blah, blah, this is a lot of It was deadly for companies, where they tried to take shortcuts with AI content.”
collaboration is king
Lee-Ann said: “This means that collaboration with affiliates, whether they are advertiser networks or not, is essential to the success of affiliate marketing and affiliate marketing. Have you noticed any differences in the way partnerships are formed between them? And how do these collaborations define the execution of your goals?”
Richard replies: “E-commerce is 10 years ahead of its time. We were dealing with product types. Everyone is the same. So there's no real reason to change it. So where there's friction you guys increase your power and we don't have as much friction. So there's no reason to change it, but it's a problem because it creates confusion at some point.”
If you would like to know more about the following, please ask.
- Richard's Affiliate Industry Experience
- Challenges and opportunities in iGaming
- New trends and changes in affiliate marketing
Key segments of this podcast and where you can listen directly to them:
[10:47] Migration from corporate network to publisher
[16:53] Differences between iGaming and eCommerce goal execution
[28:43] Integration in iGaming
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