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Affiliate Program Value Report 2017

Posted by THEPOGG on Jan 02, 2018

For several years now we’ve been frustrated by the difficulty of assessing which affiliate programs actually deliver the best value to us as a partner. Every single affiliate program will tell you they are the ‘highest value program in the industry’ and this statement is based on absolutely nothing more than an egotistical claim about their own brilliance. This report aims to at least partially address this problem, with comparative data based on the performance of the various programs that ThePOGG.com has worked with during 2017.

We have three objectives with report:

i) To provide other affiliates information with which to base decisions about which programs they want to work with.

ii) To help the affiliate community identify potentially concerning trends with programs that are underperforming.

iii) To allow the programs involved access to data that may help them identify where they are performing poorly and allowing them to establish which of their competitors is succeeding where they are struggling to allow for direct comparisons to optimise customer flow.

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.

Within the following tables there are 3 amalgamated rows for groups that run a significant number of different programs – Evoke Gaming, L&L Europe and White Hat Gaming. We have done this as the properties run by these groups are very similar in design and product offered.

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 2017 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% away from AverageReliability
No Bonus100%+1
Sports Interaction100%+1
Kindred100%+3
L&L Europe (Overall)100%+9
Thrills81-90%3
Ellmount41-50%2
Trada30-40%20
Evoke (Redbet)21-30%5
Video Slots21-30%4
Karamba Partners11-20%1
Casino Luck11-20%6
Evoke (Overall)0-10%8
EasiGames0-10%4
WagerJoint-0-10%4
All British-0-10%5
All Irish-11-20%1
GiG Affiliates-11-20%4
RP Affiliates-21-30%1
BringIt-21-30%11
Fruity Affiliates-31-40%4
Evoke (Whitebet)-31-40%3
Twenty One-41-50%1
Yeti-41-50%1
Monte Carlo Affiliates-41-50%1
White Hat Gaming (Overall)-41-50%12
PlayGrand-41-50%2
Net Gaming Solutions-51-60%1
Cherry Affiliates-51-60%1
Ivy Affiliates-51-60%3
Full Cream-71-80%2
Dunder-71-80%1
Affiliate Cruise-71-80%4
FreeSpins-71-80%1
BeAffiliates-71-80%1
Yako-71-80%1
TTRPartners-71-80%5
Genting-81-90%1
CasinoCasino-81-90%1
Global Live-91-100%1
Heroes Affiliates-91-100%1
Earn Affiliates-91-100%1
BGOBuddies-91-100%1
Grosvenor-91-100%1

It should be noted that of the four different stats, APV is the least reliable 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.

Notable programs based on this data point are as follows:

L&L Europe – A highish Reliability figure and a very high APV. It should be noted that one very high roller player at NoBonus Casino appears to be distorting this figure.
Trada Affiliates – The most reliable data point in the table and an APV significantly above average.
Evoke Gaming (Redbet) – Reasonable Reliability score with a significantly above average APV.
Video Slots Affiliates – An okay Reliability score with an APV significantly above average.
Casino Luck Affiliates – A reasonable Reliability score with an above average APV.
Evoke Gaming – A reasonable Reliability figure with a APV slightly above site average.
EasiGames Affiliates – An okay Reliability score and an APV that’s effectively site average.
WagerJoint Affiliates – An okay Reliability score and an APV that’s effectively site average.
AllBritish Affiliates – Reasonable Reliability score and an APV that’s slightly below site average.
GIG Affiliates – An okay Reliability score with an APV that’s below site average.
BringIt Affiliates – A highish Reliability figure combined with an APV notably below site average.
Fruity Affiliates – Okay Reliability figure combined with an APV notably below site average.
White Hat Gaming (Overall) – A highish Reliability figure combined with an APV notably below site average.
Affiliate Cruise – We would discourage conclusions being drawn on this result as a significant amount of multi-accounting activity has been identified signing up to this program via our site. This has artificially depressed the APV.
TTR Parnters – While this isn’t the highest Reliability score, this still represents a quarter of the number of NDPs sent to our top performing program and the APV is massively below site average.

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. 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.

Affiliate ProgramClicks/Sign-UpsReliability
Earn Affiliates6.181
EasiGames6.224
Trada6.614
WagerJoint6.875
BringIt7.1715
BeAffiliates8.111
Fruity Affiliates8.314
Yeti8.441
Evoke (Whitebet)8.722
Genting9.111
Yako9.621
Casino Luck9.636
Evoke (Overall)9.817
PlayGrand10.181
Net Gaming Solutions10.531
Evoke (Redbet)10.545
GiG Affiliates11.166
All Irish11.352
Average11.52
Affiliate Cruise11.944
All British12.135
Kindred12.654
L&L Europe12.718
White Hat Gaming12.8818
Ellmount13.072
No Bonus13.82
Thrills13.94
Dunder14.791
FreeSpins16.294
CasinoCasino17.181
BGOBuddies18.041
Twenty One18.261
Video Slots18.974
Global Live19.761
Ivy Affiliates20.156
Full Cream21.84
RP Affiliates26.81
Monte Carlo Affiliates274
Heroes Affiliates371
TTRPartners63.6220
Grosvenor66.291
Sports Interaction3761
Karamba PartnersNA
Cherry AffiliatesNA

Notable programs based on this data point are as follows:

EasiGames Affiliates – An okay Reliability score with a conversion rate approximately twice as good as average.
Trada Affiliates – A high Reliability score combines with a conversion rate approximately twice as good as average.
WagerJoint – A reasonably Reliability score with a conversion rate nearly twice as good as site average.
BringIt Affiliates – A high Reliability score combines with a conversion rate approximately twice as good as average.
Fruity Affilaites – An okay Reliability score with a conversion rate that’s significantly higher than average.
Casino Luck Affiliates – A reasonable Reliability score with a conversion rate that’s significantly better than average.
Evoke Gaming – A reasonable Reliability score with a conversion rate that’s significantly better than average.
Evoke Gaming (Redbet) – A reasonable Reliability score with a conversion rate that’s better than average.
GIG Affiliates – A reasonable Reliability score with a conversion rate that’s effectively average.
Affiliate Cruise – An okay Reliability score with a conversion rate that’s effectively average.
AllBritish Affiliates – A reasonable Reliability score with a conversion rate that’s effectively 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 very high Reliability score combines with a conversion rate that’s very close to site average.
Video Slots Affiliates – An okay Reliability score with a sign-up efficiency that requires approximately 50% more clicks to gain one registered player.
Ivy Affiliates – A reasonable Reliability score with a conversion rate that’s significantly poorer than average.
TTR Partners – The most reliable data point on the table pairs with a one of the poorest sign-up rates we’ve seen, requiring almost 6x more clicks than site average to receive a player sign-up. There are potential explanations for this – perhaps we’ve been receiving a lot of traffic to our TTR Partners property pages from poor quality search terms, or this could be a result of the TTR Partners brands being far better known by players, making it more difficult to introduce traffic to something new.

Note – We could not access enough data for Karamba Partners or Cherry Affiliates to make for an accurate comparison.

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. 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.

   
Affiliate ProgramSign-Ups/NDPsReliability
Sports Interaction11
Video Slots12
Grosvenor11
TTRPartners1.012
BeAffiliates1.271
Affiliate Cruise1.373
All British1.393
Genting1.41
RP Affiliates1.431
Ellmount1.451
Ivy Affiliates1.542
Net Gaming Solutions1.541
Monte Carlo Affiliates1.551
Evoke (Redbet)1.564
Evoke (Overall)1.577
Evoke (Whitebet)1.583
Full Cream1.581
PlayGrand1.671
Casino Luck1.746
Trada1.7919
White Hat Gaming1.813
Thrills1.873
Dunder1.951
 Average1.99
GiG Affiliates2.135
Fruity Affiliates2.174
EasiGames2.326
L&L Europe2.5813
Yeti2.71
Kindred2.723
WagerJoint2.797
Twenty One2.831
Heroes Affiliates31
BringIt3.0520
All Irish3.481
No Bonus3.71
BGOBuddies3.711
Yako3.851
CasinoCasino51
FreeSpins6.182
Earn Affiliates11.382
Global Live171
Karamba PartnersNA
Cherry AffiliatesNA

Notable programs based on this data point are as follows:

Affiliate Cruise – Weak Reliability score but significantly above average sign-up to depositing player conversion.
AllBritish Affiliates – Weak Reliability score but significantly above average sign-up to depositing player conversion.
Evoke Gaming – Reasonable Reliability figure with a sign-up to depositing player ratio significantly above average.
Evoke Gaming (Redbet) – An okay Reliability figure with a sign-up to depositing player ratio that is notably above average.
Casino Luck Affilitates – Reasonable Reliability figure with a sign-up to depositing player ratio that is notably above average.
Trada Affilitates – Extremely high Reliability figure with a sign-up to depositing player ratio that is notably above average.
White Hat Gaming – High Reliability figure with and a sign-up to depositing player ratio that is slightly above average.
GIG Affiliates – A reasonable Reliability score with a conversion rate that’s effectively average.
Fruit Affiliates – A reasonable Reliability score with a conversion rate that’s effectively average.
EasiGames Affiliates – Reasonably Reliability figure with a below average conversion rate.
L&L Europe – High Reliability figure and a sign-up to depositing player conversion rate notably below site average.
WagerJoint – A reasonably Reliability score and a sign-up to depositing player conversion rate notably below site average.
BringIt Affiliates – The most reliable data point in the table and requiring over 50% more sign-ups to get a depositing player.
TTR Partners and Video Slots Affiliates – While we’d be very encouraged by these figures, despite the low Reliability rating, given the ~1 to 1 ratio of sign-ups converting to NDPs, it seems more likely the data used to generate these figures was unreliable.

Note – We could not accesses enough data for Karamba Partners or Cherry Affiliates to make for an accurate comparison.

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. 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.

   
Affiliate ProgramClicks/NDPsReliability
BeAffiliates10.321
Trada11.8114
Genting12.751
Evoke (Whitebet)13.812
EasiGames14.444
Evoke (Overall)15.427
Net Gaming Solutions16.211
Affiliate Cruise16.414
Evoke (Redbet)16.475
Casino Luck16.746
All British16.835
PlayGrand16.971
Fruity Affiliates18.024
Video Slots18.734
Ellmount18.932
WagerJoint19.185
BringIt21.8715
Yeti22.81
 Average22.92
White Hat Gaming23.2318
GiG Affiliates23.816
Thrills25.934
Dunder28.911
Ivy Affiliates30.946
L&L Europe32.7218
Kindred34.474
Full Cream34.494
Yako36.761
RP Affiliates38.291
All Irish39.482
Monte Carlo Affiliates41.854
No Bonus51.052
Twenty One51.751
TTRPartners64.1220
Grosvenor66.291
BGOBuddies671
Earn Affiliates70.251
CasinoCasino85.881
FreeSpins100.594
Heroes Affiliates1111
Global Live3361
Sports Interaction3761
KarambaNA1
Cherry Casino NA

Notable programs based on this data point are as follows:

Trada Affiliates – A high Reliability score combines with a conversion rate that is almost twice as the site average.
EasiGames Affiliates – An okay Reliability score with an overall conversion rate that is significantly better than site average.
Evoke Gaming – A reasonable Reliability score with a conversion rate that is significantly above site average.
Affiliate Cruise – An okay Reliability score with a conversion rate that is significantly above site average.
Evoke Gaming (Redbet) – A reasonable Reliability score with a conversion rate that is significantly above site average.
Casino Luck Affiliates – A reasonable Reliability score with a conversion rate that is significantly above site average.
AllBritish Affiliates – A reasonable Reliability score with a conversion rate that is significantly above site average.
Fruity Affiliates – An okay Reliability score with an above average conversion rate.
Video Slots Affiliates – An okay Reliability score with an above average conversion rate.
WagerJoint – A reasonable Reliability rating with an above average conversion rate.
BringIt Affiliates – High Reliability score with a conversion rate that is marginally above site average.
White Hat Gaming – Very high Reliability score with a conversion rate that’s effectively average.
GIG Affiliates – A reasonable Reliability score with a conversion rate that’s effectively average.
Ivy Affiliates – A reasonable Reliability score with a conversion rate that’s significantly below average.
L&L Europe – A very high Reliability score with a conversion rate that’s requires almost 50% more clicks than site average to gain an NDP.
TTR Partners – The most reliable data point in the table with and requiring almost twice as many clicks to get a single NDP.

Summary

I’m not going to spend any time highlighting programs with weak performances. While this report is intended to help programs determine where they could improve and establish which competitors are doing well in these areas, the intention is not to publicly embarrass any operator. Regardless of performance, we consider every program mentioned within this report to be amongst the industries best in terms of treating players fairly.

I am going to highlight those programs that showed a strong performance across the four indicators. These programs will now be eligible to display our ‘Top Value Partner 2017’ badge.

Trada Affiliates – The runaway star of this report, Trada Affiliates stats are amongst the most reliable data in every category and in every category they perform way above site average. Alongside being an excellent casino for players, Trada are offering an excellent program to partner with as well.

Evoke Gaming – One of the strongest performing programs of 2017, Evoke Gaming can lay claim to reasonable Reliability scores across the board and above average stats in every single category.

Casino Luck Affiliates – With reasonable Reliability scores across the board and above average performance in every category, Casino Luck Affiliates are very likely to be delivering high value to affiliates.

Video Slots Affiliates – While the Reliability scores for this program aren’t the best and we do have some questions regarding the Sign-up/NDP figures we’ve seen, Video Slots Affiliates are delivering notably more players per click than most other programs and combine this with a player value that’s above average. We’d want a larger data set to draw conclusions with absolute confidence but these figures are very encouraging and would lead us to believe that Video Slots Affiliates are a high value partner to work with.

WagerJoint Affiliates – While converting sign-ups to depositing players looks like it could do with some work for WagerJoint Affiliates, overall WagerJoint Affiliates appear to be doing a better than average job of turning traffic into depositing players and are managing to maintain an average player value. Even with only an average player value, more depositing players will equal higher revenue.

AllBritish Affiliates – With reasonable Reliability scores AllBritish Affiliates were average or better in all conversion stats and produced a player value very close to site average. While L&L Europe’s stats overall weren’t as strong, it seems reasonable to conclude that AllBritish Casino are performing well in their primary market and our top market (UK).

EasiGames Affiliates – While the Reliability scores for this program aren’t the best and converting sign-ups to depositing players looks like it could do with some work, overall EasiGames Affiliates appear to be doing a better than average job of turning traffic into depositing players and are managing to maintain an average player value. Even with only an average player value, more depositing players will equal higher revenue.

Fruity Affiliates – While the Reliability scores for this program aren’t the best and the player value we’ve seen is of some concern all of their conversion stats are average or above. So Fruity Affiliates are converting well and we are assuming that the below average player value will turn around with a larger sample size.

A similar report will be published at the end of each year from this point on, though in future years we will give a report on the individual year’s figures alongside an amalgamated report for all years combined.

It should be noted that the figures for this report were gathered in the latter half of the 30th of December, meaning that the year’s figures could be up to a couple of days short. This isn’t a large enough omission that we feel it would make any significant difference to the results and as all programs were reviewed at approximately the same time, the impact is the same on everyone.

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