Affiliate marketing has come under the spotlight in the wake of the XL Media flotation and comments from major online gambling operators about the effectiveness of outsourcing search engine optimisation (SEO) at a time when the online marketing mix is in a state of flux.
Both Paddy Power and Betsson suggested recently they are looking at affiliate spending as one area where they can seek mitigation against the increase in the cost base associated with industry moves to regulated and more heavily-taxed markets.
Comments in February from Betsson chief executive Magnus Silfverberg were crystal clear: the Swedish-listed firm would be cutting back on the “free spin campaigns” and working more on its own SEO techniques.
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