Affiliate Industry

The affiliate marketing opportunity in the US

Published

2 years ago

October 12, 2022

The affiliate marketing opportunity in the US

Justin Stempeck, Chief Strategy Officer at Compliable

Since the beginning of the year, four US states have legalized (but not launched) online sports betting, taking the total number to 26, with six states also allowing online casino. Since the repeal of PASPA in 2018, we have seen rapid growth of the market with no signs of the expansion slowing down. Several states are expecting to open in the near future, with Kansas just recently launching, Massachusetts actively drafting regulations, Maryland positioning itself for a late 2022 launch and Ohio a fast follow in January 2023. California, one of the largest states in the US, is going to the polls on November 8th to consider two competing sports betting measures, a vote closely watched by all industry stakeholders.

The US market presents lucrative opportunities for operators around the globe, but it also offers other sectors of the ecosystem the possibility to profit from this exciting development, including global marketing affiliates.

As many will have already discovered by now, keeping track of the different rules, regulations and licensing requirements of each US state is a daunting task, and many affiliates may not have the resources or expertise in this space that established operators have, as few European countries have implemented regulation of this scale for the sector.

At Compliable, we provide a licensing platform for all gaming entities, including affiliates, to navigate through the complex regulatory landscape in the US as more states allow online gambling. From our experience and through conversations with affiliates, there are a few common questions and concerns about entering the US and there are several steps companies can take to simplify the process and ensure speed to market.

For a marketing affiliate that originates from outside the US, it is important to know that, prior to obtaining a vendor license to operate in most US states, regulators generally require that the business register with a state office (typically the Secretary of State). With this process handled by a non-gaming agency, it will delay your vendor license application if it is not in place before you submit your application with the gaming regulators, so it is crucial to give yourself enough time to avoid unnecessary delays.

Not every state requires affiliates to hold a license, however, and definitions can differ. It is crucial to do the research to determine what license type is needed, if any, as the application process is time consuming and involves significant paperwork. Once you have established that you need a license and you are ready to start the process, it is beneficial to carefully read through all the questions and fully understand what documents you will need before starting, as this will allow for a much more streamlined application.

Do not rush the through the forms and review them for accuracy and completeness, as common mistakes or simply failing to answer a question can lead to an application being rejected. Regulators do not want to spend time on incomplete applications, and they will be returned if not completed fully, delaying the time it will take for the business to get up and running.

Finally, an existing business partnership with an operator can significantly boost your chances of obtaining a license. Most regulators ask about this, as they only want to consider license applications of companies that already have existing relationships – it highlights the readiness and commitment to operating a serious business in the state. Locate your contract with your betting partner and be prepared to attach it as an exhibit to any licensing application.

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The US licensing landscape can be a minefield but the opportunities for operators and vendors in the country are great. With thorough research and planning, the process to getting licensed and getting your business fully operating can become easier and more streamlined.

As more states consider regulating online betting and gaming over the next few years, it is an extremely exciting time to place a wager on the US market.

Related Topics:affiliate marketing Compliable Justin Stempeck Chief Strategy Officer at Compliable

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Affiliate Industry

MetaBet inks Gentoo Media partnership to enhance flagship sites

Published

2 weeks ago

January 16, 2025

George Miller

MetaBet, the pioneering provider of sports betting engagement tools, has partnered with Gentoo Media, a leading affiliate, to integrate its cutting-edge sports betting widgets into two of Gentoo’s flagship websites, World Sports Network (WSN) and Time2play.

MetaBet’s proprietary widgets are designed to nurture engagement, increase sportsbook conversions, and maximize affiliate revenue, all through seamless integration with just one line of code. With market-setting load speed and contextual placements, MetaBet’s products will empower Gentoo to focus on what they do best.

WSN and Time2play are trusted platforms for sports betting and casino enthusiasts in the US and Canada. Between them, they have captured an audience of millions of sports fans on the back of expert reviews, exclusive offers, and accurate content. As Gentoo amplifies its presence in the US, MetaBet’s innovative technology will be a key element in their success.

MetaBet Founder, Mark Phillip, said: “Partnering with Gentoo Media, a data-driven company with a new name but long track record, is a testament to our market-leading status. Our technology, leveraged through their trusted platform will enhance engagement and conversions to accelerate Gentoo’s growth strategy within the US and beyond.”

Affiliate Industry

AGS Announces Expiration of Hart-Scott-Rodino Act Waiting Period for Acquisition by Affiliates of Brightstar Capital Partners

Published

2 months ago

December 12, 2024

Adrienn Sarkany

PlayAGS, Incorporated (NYSE: AGS) (“AGS” or the “Company”), a global gaming supplier of high-performing slot, table, and interactive products, today announced the expiration of the waiting period under the Hart-Scott-Rodino Antitrust Improvements Act of 1976, as amended (the “HSR Act”), in connection with the previously announced agreement for the Company to be acquired by affiliates of Brightstar Capital Partners (“Brightstar”) for $12.50 per share in cash (the “Proposed Transaction”).

The HSR Act waiting period expired at 11:59 p.m., Eastern Time, on December 9, 2024, satisfying an important condition necessary for the completion of the Proposed Transaction, which is expected to close in the second half of 2025, subject to other conditions and regulatory approvals.

Affiliate Industry

Increase Redirect Speed by 5 Times with Affilka New Feature

Published

3 months ago

October 31, 2024

George Miller

Increase Redirect Speed by 5 Times with Affilka New Feature

SOFTSWISS, a global tech company with over 15 years of experience in iGaming, introduces a new Geo-Distributed Redirect feature of Affilka by SOFTSWISS that helps operators improve engagement and conversion rates by reducing user redirect times.

The Geo-Distributed Redirect feature intelligently routes users to destination landing pages via regional clusters closest to their location. This geo-optimised infrastructure minimises redirect times, increasing successful website visits from referral links. The feature is designed for seamless scalability across multiple regions and enhances performance globally, wherever needed.

With the new feature, Affilka by SOFTSWISS reduced redirect duration by 2.5 to 5 times. At one of the regions, for example, extensive simulated tests showed a decrease in redirect times for users from 1.5 seconds to 300-500 milliseconds – this is one of the fastest responses available in the market. As a result, the feature implementation leads to a 3.5% to 7% growth in users successfully reaching casino sites. This increase in site traffic, in turn, directly contributes to more registrations and deposits.

The Geo-Distributed Redirect feature boosts conversions, accelerates redirects, enhances fault tolerance and high availability, and improves service reliability for users globally. Even during unexpected challenges, the system dynamically reroutes traffic to alternative resources, ensuring a seamless experience.

Gleb Bichan, Product Lead at Affilka by SOFTSWISS, shares his excitement: “With the launch of our Geo-Distributed Redirect feature, we are addressing the needs of clients targeting users worldwide. By reducing redirection times and increasing reliability, we enable our partners to deliver a superior user experience that drives traffic delivery and conversions. This feature is a significant improvement for customers looking to expand their global reach.”

Along with affiliate marketing, SEO website advancement helps operators promote their projects. Considering this, SOFTSWISS issued a comprehensive Casino SEO Audit: The Ultimate Guide, providing tips for increasing any iGaming project’s visibility.

The SOFTSWISS team looks forward to sharing the details of the Geo-Distributed Redirect feature and other product updates at the upcoming SiGMA Europe Expo. Current and potential partners can book a meeting with company representatives at stand 2145 through the contact form.

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka Affiliate platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.