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Affiliate Program Value Report 2017-18

Posted by ThePOGG on Jan 03, 2019

This article looks to combine the data sets from the Affiliate Program Report 2017 and the Affiliate Program Value Report 2018 to provide a large data set and allow for greater confidence in the conclusions reached. Readers should be aware that while this larger data set does allow for greater confidence in the conclusions drawn, it is less likely to be effective at establishing patterns or changes in performance over shorter periods.

Effectively every affiliate program will advertise that they deliver the highest player value within the industry. They cannot all be right. Worse, while a program may deliver a high average player value (APV), if their site designs are poor, they do not have an intuitive registration process or they have not thought through how they approach converting registrations to deposits, this can leave an affiliate's business significantly out of pocket, a fact that we can directly attest to as this report will demonstrate.

We are going to break our stats down into 4 reports allowing us to show a ratio for each program and an average value for the site overall, so that the ratio for each program can be compared to the site wide average. In each case we are also going to provide a reliability figure to give an idea of which programs results are based on the largest sample size of data. It should be noted that the reliability figure is a proportionate figure compared to the highest total figure for that stat for this report and is applicable only to the figures within this report. The reliability figures are not transferable or comparable across the various Value Reports.

Within the following tables there are multiple amalgamated rows for groups that run a significant number of different programs (mostly white label networks). We have done this as the properties run by these groups are very similar in design and product offered and this gives a more general figure for the performance of a platform as a whole. These amalgamated figures are not a good indicator or performance in terms of Average Player Value as individual deals or lack thereof are likely to have an impact on this figure, preventing the platform as a whole from competing at a level equivalent to individual programs with bespoke deals.

Average Player Value

Below you’ll find a table ordering our partners by the Average Player Value (APV) they have delivered this year, how far above or below our site wide average the program is as a percentage and a Reliability figure. The Reliability figure is based on the number of New Depositing Players (NDPs) sent over 2018 and is on a 20 point scale. So a program with a Reliability of 20 will have received approximately 20x more NDPs than a program with a Reliability of 1.

Affiliate Program Reliability % Away from Average
NoBonus Affiliates 1 100%+
Affiliate Land 1 100%+
BitStarz 1 100%+
Ellmount Affiliates 1 100%+
Sports Interaction Affiliates 1 100%+
AllIrish Affiliates 1 100%+
Cashmio Affiliates 1 91-100%
Winning Rooms Affiliates 3 71-80%
WagerJoint 7 61-70%
Trada 20 41-50%
VideoSlots 4 41-50%
Fantasino Affiliates 1 31-40%
Thrills Affiliates 2 31-40%
Yeti Affiliates 3 31-40%
L&L Europe 17 21-30%
Redbet Affiliates 5 21-30%
Kindred 4 11-20%
GiG 3 0-10%
MrAffiliates 10 -0-10%
White Hat Gaming 7 -0-10%
AllBritish Affiliates 9 -0-10%
Fruity Affiliates 5 -11-20%
GiG (group) 4 -11-20%
Casino Luck Affiliates 8 -11-20%
Focal Click 1 -21-30%
Twenty One Affiliates 1 -21-30%
Royal Affiliates 1 -21-30%
Cherry Affiliates 1 -31-40%
Flip Affiliates 1 -31-40%
Kindred (group) 8 -31-40%
BeAffiliates 1 -31-40%
Karamba Partners 1 -41-50%
PlayGrand 1 -41-50%
FreeSpins Affiliates 1 -41-50%
Max Affiliates 10 -41-50%
Lucky Jar 1 -41-50%
Yako Affiliates 2 -41-50%
Affilistars 1 -41-50%
Energy Partners 1 -41-50%
Fun Affiliates 1 -51-60%
Full Cream 3 -51-60%
Betclic 3 -51-60%
Genesis Affiliates 6 -51-60%
BigWin Affiliates 1 -51-60%
Monte Carlo Affiliates 2 -51-60%
Dunder Affiliates 1 -51-60%
Ivy Affiliates 4 -61-70%
Everum Partners 2 -61-70%
CasinoCasino Affiliates 2 -71-80%
Frank Affiliates 1 -71-80%
TTR Partners 4 -71-80%
Heroes Affiliates 1 -71-80%
Bonus Affiliates 1 -71-80%
SuperAffs 1 -71-80%
EveryMatric 3 -71-80%
BigBoy Affiliates 1 -81-90%
K8 Partners 1 -81-90%
Adler Affiliates 1 -81-90%
MrAffiliates 4 -81-90%
Honest Partners 1 -91-100%
Boyle Affiliates 1 -91-100%
Calzone Affiliates 1 -91-100%
Shadow Affiliates 1 -91-100%
Betsson Affiliates 2 -91-100%
Affmore 1 -91-100%
Codeta 1 -91-100%
Grosvenor 1 -91-100%
Jetbull Affiliates 2 -91-100%
Mobil6000 Affiliates 1 -91-100%
React Affiliates 1 -91-100%

It should be noted that of the four different stats, APV is the least informative as customised deals may have a significant impact on the results. Several of the programs rated highly DO offer us improved deals over their standard deals. A player value above the average could indicate a program making a good job of player retention, or it could simply indicate a program that offers us a better deal than the majority of their competitors.

Notable programs based on this data point are as follows:

  • WagerJoint – A high Reliability figure and a very high APV.
  • Trada Affiliates – An APV that is significantly above average and one of the most reliable data points in this report. It should also be noted that due to a single whale level player having registered via our account and winning six figures from the operator in two consecutive months, this figure was actually significantly depressed over the figure that would have occurred without this single outlying player.
  • Videoslots Affiliates – An reasonable Reliability score with an APV that is markedly above average.
  • L&L Europe – An above average APV for the site as a whole - an achievement not equalled by any other platform/network as a whole, which is impressive given we have bespoke deals with only a small number of their operators.
  • White Hat Gaming (Overall) – A high Reliability figure combined with an APV effectively on site average. There are many operators running on this platform with which we do not have bespoke (improved) deals making achieving an APV close to average an impressive feat.
  • AllBritish Affiliates – An APV that’s slightly below site average with a high Reliability figure.
  • Fruity Affiliates – Reasonable Reliability figure combined with an APV a little below site average.
  • iGaming Cloud - The platform run by the owners of Guts casino, a slightly below average APV across all operators running on this platform (that we work with) with a reasonable Reliability figure.
  • Casino Luck Affiliates - A lower than average APV. A program that received one of our Top Value Partner 2017 awards - this was a surprising result. A change in platform has taken place in the intervening time period and it may be the case that some different approaches with the new platform may need to be fine tuned.
  • Kindred (group) - A significantly below average APV with a high Reliability score. Again no bespoke deals in play.
  • Max Affiliates (previously known as BringIt Affiliates) – We have to highlight specific concerns regarding the performance of this partner. The Reliability score here is what we would consider to be very high, with only 3 other programs in this report having equal or higher Reliability scores over the two year period. This means that we've delivered high volumes of traffic to this program and this program has delivered a APV that is significantly below our site average. The structure of the revenue ladder employed by this program, being based on NDPs referred rather than revenue, means that as the levels of traffic being referred would have resulted in a top tier (40%) commission level for the majority of the periods in which serious traffic was referred (between July 2017 and March 2018). As such the remuneration levels offered by this program would have been approximately in line with the bespoke arrangements we have with other programs regardless of existence of a bespoke deal with this program specifically. That being the case, unlike other programs with lower levels of traffic or improved deals, the poor performance of this program compared to their peers cannot be explained away by other programs offering better revenue incentives.

    To assure full transparency readers should be aware that this program was downgraded from our seal program in April 2018 (receiving significantly less traffic after this point) and was moved to Blacklist status in December 2018 due to the issues discussed in this article - Max Entertainment - the Vulkan Connection. As a result of this article Max Affiliates chose, unsurprisingly, to close our affiliate account retaining the historic referrals without honouring future payments on the revenue generated by these referrals (they are within their contractual rights to do this, but as I'm sure most affiliates would agree, we consider this to be bad practice). That being the case we do not have data beyond NDPs and revenue paid (which we collate monthly) for this program and they will not appear in latter sections of this report looking at conversion efficiency.

    Finally, it should be stressed that while we have serious concerns regarding the performance of this program and the value they delivered to us, we are not postulating about the potential reasons for this poor return. We will no longer work with this program due to other factors that have been highlighted in previous articles but there are a number of potential explanations for why this program under performed so significantly. These potentially include a poorly constructed promotional incentives program (promotions that rewarded players at a rate that was higher than the additional play they encouraged) or a product that was not retaining players/encouraging deposits at a rate that was comparable with the other programs included in this report. Without a lot more information than we have available to us we can only pass comment on the low Average Player Value. We cannot infer what the causal factors at play were. Regardless of the reasons for the low APV however the consequence for affiliates is the same and had this program returned at our site average rate over the same number of NDPs this would have resulted in additional revenue in the tens of thousands range. We would encourage affiliates to bear this in mind when considering partners to work with.

  • Genesis Affiliates (previously known as Affiliate Cruise) - A reasonable Reliability figure with a APV significantly below site wide average. At the present time we do NOT have any sort of bespoke deal with this operator and as such, this likely accounts for the lower APV.

Sign-Up Efficiency

For this section we will be ordering the various programs by the ratio of clicks/sign-ups. This gives a figure for how many clicks a program requires to gain a customer’s details.

This stat is likely to directly correlate to how user friendly an operator's web design and registration process is, with lower figures meaning that players are more likely to sign-up after clicking through and higher figures suggesting players finding the site unappealing or sign-up process off-putting.

Alongside this figure you will find a Reliability figure. Again the Reliability figure uses a 20 point scale, but this time the figure is based on the number of clicks a program has received. So a program with a Reliability figure of 20 has received approximately 20x more clicks than a program with a Reliability figure of 1.

Unlike APV, Sign-Up Efficiency is not subject to bespoke arrangements with the program, it is based solely on user behaviour once they have clicked through to the operator site. As such this is a far better direct comparator of the strength and "saleability" of an operator than APV.

Affiliate Program Reliability Clicks/Sign-Ups
Frank Affiliates 1 3.2285714285714
Trada 11 6.1162494696648
WagerJoint 6 8.3085365853659
Fruity Affiliates 4 8.9690346083789
Winning Rooms Affiliates 2 9.2326732673267
MrAffiliates 2 9.3320158102767
Affiliate Land 1 9.4651162790698
Yako Affiliates 2 9.503937007874
BitStarz 1 9.6923076923077
BeAffiliates 1 9.7142857142857
AllBritish Affiliates 7 9.7695800227015
Yeti Affiliates 3 9.7928802588997
Calzone Affiliates 1 10.155555555556
MrAffiliates (group) 7 10.297872340426
Mobil6000 Affiliates 1 10.695652173913
Genesis Affiliates 6 11.215579710145
Betsson Affiliates 2 11.25321888412
Jetbull Affiliates 2 11.302325581395
EveryMatric 3 11.323636363636
Casino Luck Affiliates 7 11.392230576441
Redbet Affiliates 4 11.473145780051
Codeta 1 11.571428571429
Everum Partners 2 11.616883116883
L&L Europe 20 11.875843454791
AllIrish Affiliates 2 11.954545454545
Average 12.145466677788
Shadow Affiliates 1 12.529411764706
React Affiliates 1 12.976744186047
GiG 4 13.654285714286
SuperAffs 1 13.755102040816
Kindred 5 13.794701986755
FreeSpins Affiliates 3 14.236607142857
Cashmio Affiliates 1 14.259259259259
White Hat Gaming 10 14.647465437788
Heroes Affiliates 1 14.7
Thrills Affiliates 3 14.80971659919
Boyle Affiliates 1 15.868421052632
Ellmount Affiliates 1 16
PlayGrand 1 16.026315789474
GiG (group) 6 16.518518518519
Fantasino Affiliates 1 16.525
Ivy Affiliates 4 16.983870967742
Flip Affiliates 1 17.217391304348
Bonus Affiliates 1 17.548387096774
BigWin Affiliates 1 17.71875
CasinoCasino Affiliates 3 17.960893854749
NoBonus Affiliates 2 18.264705882353
Twenty One Affiliates 1 18.352112676056
Fun Affiliates 1 18.8
Honest Partners 1 19.074074074074
Dunder Affiliates 2 21.170454545455
Kindred (group) 13 21.485906040268
Full Cream 4 22.353233830846
Affilistars 1 23.411764705882
Energy Partners 1 23.894736842105
VideoSlots 6 24.811846689895
BigBoy Affiliates 1 25.795454545455
Royal Affiliates 1 26.615384615385
Lucky Jar 3 26.858585858586
K8 Partners 1 27.277777777778
TTR Partners 8 33.417808219178
Adler Affiliates 1 36.333333333333
Focal Click 1 40.304347826087
Affmore 1 47.444444444444
Grosvenor 1 50.545454545455
Sports Interaction Affiliates 1 68.769230769231

Notable programs based on this data point are as follows:

  • Trada Affiliates – A high Reliability score combines with a conversion rate approximately twice as good as average.
  • WagerJoint – A good Reliability score with a conversion rate that's significantly better than site average.
  • Fruity Affiliates – A reasonable Reliability score with a conversion rate that's significantly better than site average.
  • AllBritish Affiliates – A high Reliability score with a conversion rate that's significantly better than site average.
  • Genesis Affiliates – A good Reliability score with a conversion rate that’s better than average.
  • Casino Luck Affiliates – A high Reliability score with a conversion rate that’s slightly better than average.
  • L&L Europe – A very high Reliability score combines with a conversion rate that’s very close to site average.
  • White Hat Gaming – A high Reliability score combines with a conversion rate that’s short of site average.
  • iGaming Cloud – A good Reliability score combines with a conversion rate that’s short of site average.
  • Kindred (group) – A very high Reliability score with a conversion rate that’s significantly short of average.
  • Videoslots Affiliates – An good Reliability score with a sign-up efficiency that requires twice as many clicks to gain one registered player. This figure seems disparate with our experiences with this operator and as such would suggest that there may be an inconsistency between how this program records 'clicks' compared with other programs. This is reinforced by the fact that Video Slots have not received prominent exposure on the site, but consistently drive conversions beyond expectation for their exposure levels.

Sign-up to NDP efficiency

For this section we will be ordering the various programs by the ratio of sign-ups/NDPs. This gives a figure for how many player registrations a program requires to obtain one depositing player.

This stat is likely to correlate strongly with how strong/effective the operator's follow-up process after a player registers to encourage depositing is. These processes can range from nothing to onsite pop-up CTAs to Live Chat contacts or even email/sms/phone contacts from customer support reps. The more effective the strategies the operator puts in place to convert registrations into deposits the lower this figure should be.

Alongside this figure you will find a Reliability figure. Again the Reliability figure uses a 20 point scale, but this time the figure is based on number of sign-ups a program has received. So a program with a Reliability figure of 20 has received approximately 20x more sign-ups than a program with a Reliability figure of 1.

Unlike APV, Sign-Up to NDP efficiency is not subject to bespoke arrangements with the program, it is based solely on user behaviour once they have clicked through to the operator site. As such this is a far better direct comparator of the strength and "saleability" of an operator than APV.

Affiliate Program Reliability Sign-Ups/NDPs
Affiliate Land 1 1.3030303030303
TTR Partners 3 1.3035714285714
BeAffiliates 1 1.3658536585366
Grosvenor 1 1.375
Codeta 1 1.4
VideoSlots 3 1.4207920792079
Ivy Affiliates 3 1.4335260115607
Sports Interaction Affiliates 1 1.4444444444444
Energy Partners 1 1.4615384615385
MrAffiliates 3 1.4624277456647
Adler Affiliates 1 1.5
Winning Rooms Affiliates 2 1.5658914728682
Ellmount Affiliates 1 1.5675675675676
MrAffiliates (group) 8 1.6053130929791
Jetbull Affiliates 2 1.6125
Royal Affiliates 1 1.625
Boyle Affiliates 1 1.6521739130435
PlayGrand 1 1.7272727272727
Redbet Affiliates 4 1.7377777777778
Full Cream 2 1.7631578947368
Average 1.7971818318093
K8 Partners 1 1.8
Genesis Affiliates 5 1.8039215686275
AllBritish Affiliates 8 1.8164948453608
Heroes Affiliates 1 1.8181818181818
Bonus Affiliates 1 1.8235294117647
Casino Luck Affiliates 7 1.8302752293578
Kindred (group) 7 1.8718592964824
BigWin Affiliates 1 1.8823529411765
EveryMatric 3 1.8835616438356
SuperAffs 1 1.8846153846154
Fun Affiliates 1 1.8965517241379
Dunder Affiliates 1 1.9130434782609
Shadow Affiliates 1 2
Yeti Affiliates 3 2.0738255033557
Flip Affiliates 1 2.0909090909091
Fruity Affiliates 5 2.0954198473282
Trada 20 2.1044642857143
Fantasino Affiliates 1 2.1052631578947
GiG 3 2.1212121212121
Affilistars 1 2.125
Everum Partners 2 2.169014084507
Frank Affiliates 1 2.1875
White Hat Gaming 8 2.2142857142857
Thrills Affiliates 3 2.2252252252252
Honest Partners 1 2.25
Twenty One Affiliates 1 2.2903225806452
L&L Europe 19 2.3350840336134
WagerJoint 8 2.4117647058824
GiG (group) 4 2.4269662921348
Betsson Affiliates 2 2.4787234042553
Focal Click 1 2.5555555555556
Yako Affiliates 3 2.5918367346939
Kindred 4 2.6034482758621
BigBoy Affiliates 1 2.75
Cashmio Affiliates 1 2.8421052631579
Mobil6000 Affiliates 1 2.875
CasinoCasino Affiliates 2 2.9833333333333
Affmore 1 3
Calzone Affiliates 1 3.2142857142857
NoBonus Affiliates 2 3.2380952380952
BitStarz 1 3.25
Lucky Jar 1 3.8076923076923
React Affiliates 1 3.9090909090909
AllIrish Affiliates 2 4
FreeSpins Affiliates 2 5.7435897435897

Notable programs based on this data point are as follows:

  • Genesis Affiliates (previously known as Affiliate Cruise) – A good Reliability score with effectively average sign-up to deposit conversion.
  • AllBritish Affiliates – High Reliability score with an effectively average sign-up to depositing player conversion.
  • Casino Luck Affilitates – High Reliability figure with a sign-up to depositing player ratio that is slightly below average.
  • Kindred (group) - High Reliability figure with a sign-up to depositing player ratio that is slightly below average.
  • Fruit Affiliates – A good Reliability score with below average sign-up to deposit conversion.
  • Trada Affiliates – Extremely high Reliability figure with a sign-up to depositing player ratio that is below average.
  • White Hat Gaming – High Reliability figure with and a sign-up to depositing player ratio that is below average.
  • L&L Europe – An extremely high Reliability for this data point and a conversion rate that's significantly below average for the site.
  • WagerJoint – A good Reliability score and a sign-up to depositing player conversion rate significantly below site average.
  • iGaming Cloud - A reasonable Reliability score and a significantly below average conversion rater.

Overall Conversion Efficiency

For this section we will be ordering the various programs by the ratio of clicks/NDPs. This gives a figure for how many clicks a program requires to gain a NDP.

This stat combines both the previous stats giving an overview of how effectively the operator's converting clicks to deposits. While the previous two stats are likely more valuable to affiliate programs to help them identify where improvements can be made, this stat is likely to be more useful for affiliates to identify which programs are most effectively using the traffic that has been sent.

Alongside this figure you will find a Reliability figure. Again the Reliability figure uses a 20 point scale, but this time the figure is based on the number of clicks a program has received. So a program with a Reliability figure of 20 has received approximately 20x more clicks than a program with a Reliability figure of 1.

Unlike APV, Overall Conversion Efficiency is not subject to bespoke arrangements with the program, it is based solely on user behaviour once they have clicked through to the operator site. As such this is a far better direct comparator of the strength and "saleability" of an operator than APV.

Affiliate Program Reliability Clicks/NDPs
Frank Affiliates 1 7.0625
Affiliate Land 1 12.333333333333
Trada 11 12.871428571429
BeAffiliates 1 13.268292682927
MrAffiliates 2 13.647398843931
Winning Rooms Affiliates 2 14.457364341085
Codeta 1 16.2
MrAffiliates (group) 7 16.531309297913
AllBritish Affiliates 7 17.746391752577
Jetbull Affiliates 2 18.225
Fruity Affiliates 4 18.793893129771
Redbet Affiliates 4 19.937777777778
WagerJoint 6 20.038235294118
Genesis Affiliates 6 20.232026143791
Yeti Affiliates 3 20.308724832215
Casino Luck Affiliates 7 20.850917431193
EveryMatric 3 21.328767123288
Average 21.827612052166
Ivy Affiliates 4 24.346820809249
Yako Affiliates 2 24.632653061224
Shadow Affiliates 1 25.058823529412
Ellmount Affiliates 1 25.081081081081
Everum Partners 2 25.197183098592
SuperAffs 1 25.923076923077
Boyle Affiliates 1 26.217391304348
Heroes Affiliates 1 26.727272727273
PlayGrand 1 27.681818181818
L&L Europe 20 27.731092436975
Betsson Affiliates 2 27.893617021277
GiG 4 28.963636363636
Mobil6000 Affiliates 1 30.75
BitStarz 1 31.5
Bonus Affiliates 1 32
White Hat Gaming 10 32.433673469388
Calzone Affiliates 1 32.642857142857
Thrills Affiliates 3 32.954954954955
BigWin Affiliates 1 33.352941176471
Fantasino Affiliates 1 34.789473684211
Energy Partners 1 34.923076923077
VideoSlots 6 35.252475247525
Fun Affiliates 1 35.655172413793
Kindred 5 35.913793103448
Flip Affiliates 1 36
Full Cream 4 39.412280701754
GiG (group) 6 40.089887640449
Kindred (group) 13 40.218592964824
Dunder Affiliates 2 40.5
Cashmio Affiliates 1 40.526315789474
Twenty One Affiliates 1 42.032258064516
Honest Partners 1 42.916666666667
Royal Affiliates 1 43.25
TTR Partners 8 43.5625
AllIrish Affiliates 2 47.818181818182
K8 Partners 1 49.1
Affilistars 1 49.75
React Affiliates 1 50.727272727273
CasinoCasino Affiliates 3 53.583333333333
Adler Affiliates 1 54.5
NoBonus Affiliates 2 59.142857142857
Grosvenor 1 69.5
BigBoy Affiliates 1 70.9375
FreeSpins Affiliates 3 81.769230769231
Sports Interaction Affiliates 1 99.333333333333
Lucky Jar 3 102.26923076923
Focal Click 1 103
Affmore 1 142.33333333333

Notable programs based on this data point are as follows:

  • Trada Affiliates – A very high Reliability score combines with a conversion rate that is almost twice that of the site average.
  • AllBritish Affiliates – A high Reliability score with a conversion rate that is significantly above site average.
  • Fruity Affiliates – A reasonable Reliability score with a conversion rate that is significantly above site average.
  • Wagerjoint – A good Reliability score with a conversion rate that is above site average.
  • Genesis Affiliates - A good Reliability score with a conversion rate that is above site average.
  • Casino Luck Affiliates – A high Reliability score with a conversion rate that is above site average.
  • L&L Europe – The strongest Reliability score in this data set with a conversion rate that’s below site average.
  • White Hat Gaming – A high Reliability score with a conversion rate that’s significantly below site average.
  • Videoslots Affiliates – An good Reliability score with a conversion rate that requires almost twice as many clicks to gain one depositing player. This figure seems disparate with our experiences with this operator and as such would suggest that there may be an inconsistency between how this program records 'clicks' compared with other programs. This is reinforced by the fact that Video Slots have not received prominent exposure on the site, but consistently drive conversions beyond expectation for their exposure levels.
  • iGaming Cloud - A good Reliability score with a conversion rate that's significantly below average.
  • Kindred (group) – A very high Reliability score with a conversion rate that’s effectively spot on site average.

Conclusion

Firstly, of the two reports published in conjunction, this report is will provide more useful information on the long term performance of the various programs covered. It will not be as useful for identifying changes in performance, which will be more effectively identified by reviewing the single year reports which can be found here: Affiliate Program Value Report 2017 and Affiliate Program Value Report 2018.

So now to review the conclusions that can be drawn from this report. Firstly, it is interesting how closely correlated the results of all three reports are. While there are some shifts in performance, for the most part the trends that were established in the 2017 report held true in 2018. What this tells us is that the variance on this type of data set likely isn't that significant and that single year data with a site receiving similar traffic levels to ThePOGG may be enough to draw fairly accurate conclusions. Of course our traffic is skewed fairly significantly to a small number of programs (as is demonstrated by the low number of programs with high Reliability scores). This allows us to draw strong conclusions about those few programs and weaker ones about the larger number (in fact no real conclusions on the majority). If our traffic was more evenly spread it would likely be beneficial for the purposes of these reports and also would have benefits financially with reduced risk of a single significant winning player wiping out the revenue of a large number of other players who signed-up to the same program in the same month. We will be altering our design and approach over the coming months to look to achieve a more even distribution of traffic over a larger number of programs for these reasons.

Secondly, it would appear that of the programs that have performed well, many appear to have strength converting clicks to sign-ups, but do not perform as well converting sign-ups to deposits. We tend to look to focus on working with programs that take a responsible approach to their activities and foster as positive a reputation as possible. It seems plausible that we are perhaps biasing our data set slightly in our efforts to choose reputable partners towards programs that are taking a more conservative approach towards post-registration conversion, i.e. not pursuing player's as aggressively to deposit, in an effort to ensure regulatory compliance. This is just a hypothesis though and not something that can be confirmed.

Moving on to the conclusions that can be drawn about the various affiliate programs. Firstly we'll look at the good:

  • Trada Affiliates – Over two years now Trada Affiliates have delivered significantly above average APV and are performing well at converting clicks to sign-ups. Their conversion from sign-up to depositing players is below average over the two year data set, but given an average performance against 2018's stats this suggests that improvements have likely been made this year. All in all, Trada are by far the strongest program we work with. Trada Affiliates now qualify for our Top Value Partner 2017-18 badge.
  • WagerJoint Affiliates – Over two years now Wagerjoint Affiliates have delivered amongst the best Average Player Value we've seen and are performing well at converting clicks to sign-ups. Their conversion from sign-up to depositing players is below average over the two year data set, but given an average performance against 2018's stats this suggests that improvements have likely been made this year. WagerJoint Affiliates now qualify for our Top Value Partner 2017-18 badge.
  • Videoslots Affiliates – The Reliability figures are not as high for Videoslots Affiliates due to lower levels of traffic, but they are high enough that we would consider the significantly above average APV to be a strong indicator of this program's performance. Their clicks to sign-ups is concerning, though we have highlighted that there may be some data recording differences that may be negatively influencing this stat, but they performed significantly above average at converting sign-ups to deposits so even if the click data is correct, the improved efficiency at the secondary stage is making up for this. Videoslots Affiliates now qualify for our Top Value Partner 2017-18 badge.
  • AllBritish Affiliates – AllBritish Affiliates have delivered an average APV over the two years, but have performed at an above average level in converting clicks to depositing players. The effect of this is that we may only be getting an average player value for each player individually, but we're getting more players than average for the number of clicks we sent. AllBritish Affiliates now qualify for our Top Value Partner 2017-18 badge.
  • L&L Europe – L&L Europe have managed something properly impressive. To compete on the APV stat most programs require a bespoke deal. Without that they are at an immediate disadvantage compared to other programs offering improved rev deals. Across this platform we have bespoke deals with a small number of operators, they see a fair spread of traffic (i.e. significant traffic has gone to operators without bespoke deals) and the platform as a whole has still managed to deliver above average APV. The L&L Europe properties now qualify for our Top Value Partner 2018 badge.
  • Fruity Affiliates – While the APV delivered by Fruity Affiliates was slightly lower than our site average (deviation this small could be explained by variance), this program performs above site average both at converting clicks to sign-ups and overall converting clicks to depositing players. In short, they're making good use of the traffic we send them. Fruity Affiliates now qualify for our Top Value Partner 2017-18 badge.
  • Genesis Affiliates - While the APV delivered by Genesis Affiliates has been below average for the site, we do not have a bespoke deal in place with this partner which handicaps them in this regard and they are doing a better than average job of converting our clicks to depositing players. With a level playing field in terms of APV it seems likely this program would be above average. Genesis Affiliates now qualify for our Top Value Partner 2018 badge.

Now on to some areas that could be improved by various operators:

  • Kindred (group) - APV is not a good indicator here as no bespoke deals are in place with the programs that make up this group. The other performance indicators suggest that this group are a little below average on converting clicks to sign-ups and a little below average on converting sign-ups to depositing players. The weaker performance on the clicks to sign-ups may be accounted for by the higher brand exposure that this program's brands have compared with other brands covered in this report. With regard to the performance in converting sign-ups to depositing players, the 2018 stats certainly suggest that there's been improvement in this area over 2018 and they are outperforming many other programs who have received significant traffic even if they are still slightly below the site average.
  • White Hat Gaming - Again we would set aside the APV stat (given the amalgamation of programs, the majority of which we will not have bespoke deals with, platforms as a whole are generally disadvantaged in reaching our site average). Over the two year period White Hat Gaming would appear to be delivering less that average conversion in each of the three performance indicators. However, given that the 2018 results suggest that recent results are in line with site average levels, it seems likely that improvements have been made over the course of 2018 in this respect. We would still suggest that webdesign and the registration process could be improved to deliver better click to sign-up efficiency.
  • iGaming Cloud - Again we would set aside the APV stat (given the amalgamation of programs, the majority of which we will not have bespoke deals with, platforms as a whole are generally disadvantaged in reaching our site average). Over the two year period the iGaming Cloud properties would appear to be delivering less that average conversion in each of the three performance indicators. However, given that the 2018 results suggest that recent results are in line with site average levels, it seems likely that improvements have been made over the course of 2018 in this respect. We would still suggest that webdesign and the registration process could be improved to deliver better click to sign-up efficiency.

In conclusion I'd say that this exercise has been very worthwhile over the last couple of years and has allowed us to identify numerous trends and patterns that have allowed us to take action to improve our own business and ensure that we are getting the most out of the traffic we have. This is an exercise I would encourage other affiliates to undertake to allow better understanding of their own business and I look forward to seeing what insight can be gleaned from the 2019 report.

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