ncome Access has supported the evolution of the regulated American lottery and gaming market for the better part of a decade through its affiliate marketing platform and bespoke digital marketing services. Anderson shared her views with us on the online gaming market, with a special focus on the company's role in the US, as well as key takeaways from the event.
Based on your iLottery presentation and the overall conference chatter surrounding the US, what are the challenges and key opportunities for penetrating this market?
A key challenge is that different states have different requirements. We get approached with questions on which states will open, which licenses to get and how to successfully enter a regulated market. Our suggested strategy is to first obtain the knowledge and research the tools to penetrate specific verticals and states.
On the operator side, these steps will likely seem clearer because operators tend to map out their plans in detail while also learning as they go. Affiliates are advised to follow a similar approach – using extensive preparation and trying to get ahead by gaining hands-on experience.
During the Amsterdam conference, delegates expressed their concerns on the process of license procurement for states considering gaming regulation, with many key players unsurprisingly focused on the sports betting vertical.
There was also buzz about Pennsylvania and iGaming, as Penn National launched its online casino, Hollywood Casino, the same week as iGB Live!
Looking at upcoming opportunities, preparedness is essential for the moment additional markets start opening. Many brands are doing this by ensuring they possess high-quality websites, target the right traffic and keep up to date on the industry.
The stakeholders who enter a market first will ultimately hold the advantage.
Through Income Access’ full suite of affiliate and digital marketing services, tell us about your ongoing strategy for establishing a presence in the US market.
For us, by having a presence in different US markets and verticals, we can provide strategic guidance to our clients. Through our affiliate software and digital marketing services, we support many iLottery and iGaming brands’ acquisition across various verticals.
US mobile sports betting is a prime sector and we have services catered to it, including app store optimization, content marketing and our core affiliate management services.
As an experienced agency, we work with top affiliates in the US and act as the bridge between technology and marketing while advising brands.
Between conference feedback and Income Access’ own experience in various markets, what do you see as the most notable trends in compliance?
Across regulated markets, there’s a strong desire to leverage a centralized tool to manage compliance. Currently, many individual compliance tools exist, but the consensus in Amsterdam was that tying all the channels onto a single platform would facilitate regulatory management.
Delegates were also more comfortable and confident in discussing market regulation, whereas last year, people worried about the state of affiliate programs, particularly with updates to the UK’s advertising regulations and the EU’s GDPR anti-spam laws.
With platforms like Twitch gaining momentum in the iGaming industry and the rise of esports, which had its own iGB Live! panel discussion, how are these channels impacting the way brands market towards their consumers?
Twitch hosts engaging content for consumers through players, or rather influencers, who drive the platform’s success. In terms of growth, competitors are sure to emerge in order to earn a share of that market. In the end, it’ll all boil down to consumer loyalty.
Esports is very established in Europe and in the US. With sportsbook growing in the US, there’s likely an opportunity for affiliate promotion, depending on individual state regulations. Esports tends to have a different audience than sports betting, though there is a degree of overlap. Overall, esports is followed by a much younger demographic.
From an affiliate marketing perspective, with the trend of consumers and affiliates demanding more video content and interactive ads, it’s beneficial to offer more choice in creative assets.
The industry has always been on the cusp of iGaming and gaming, so esports could very well be the connection between the two worlds.
Erica’s role focuses on developing the marketing strategy for the Income Access brand. Holding a decade’s industry experience, she also oversees the company’s in-house affiliate management team and its suite of digital marketing services. Income Access manages close to 20 affiliate programs.