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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 Average Reliability
No Bonus 100%+ 1
Sports Interaction 100%+ 1
Kindred 100%+ 3
L&L Europe (Overall) 100%+ 9
Thrills 81-90% 3
Ellmount 41-50% 2
Trada 30-40% 20
Evoke (Redbet) 21-30% 5
Videoslots 21-30% 4
Karamba Partners 11-20% 1
Casino Luck 11-20% 6
Evoke (Overall) 0-10% 8
EasiGames 0-10% 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.

Videoslots 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 Program Clicks/Sign-Ups Reliability
Earn Affiliates 6.18 1
EasiGames 6.22 4
Trada 6.6 14
WagerJoint 6.87 5
BringIt 7.17 15
BeAffiliates 8.11 1
Fruity Affiliates 8.31 4
Yeti 8.44 1
Evoke (Whitebet) 8.72 2
Genting 9.11 1
Yako 9.62 1
Casino Luck 9.63 6
Evoke (Overall) 9.81 7
PlayGrand 10.18 1
Net Gaming Solutions 10.53 1
Evoke (Redbet) 10.54 5
GiG Affiliates 11.16 6
All Irish 11.35 2
Average 11.52
Affiliate Cruise 11.94 4
All British 12.13 5
Kindred 12.65 4
L&L Europe 12.7 18
White Hat Gaming 12.88 18
Ellmount 13.07 2
No Bonus 13.8 2
Thrills 13.9 4
Dunder 14.79 1
FreeSpins 16.29 4
CasinoCasino 17.18 1
BGOBuddies 18.04 1
Twenty One 18.26 1
Videoslots 18.97 4
Global Live 19.76 1
Ivy Affiliates 20.15 6
Full Cream 21.8 4
RP Affiliates 26.8 1
Monte Carlo Affiliates 27 4
Heroes Affiliates 37 1
TTRPartners 63.62 20
Grosvenor 66.29 1
Sports Interaction 376 1
Karamba Partners NA
Cherry Affiliates NA

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.

Videoslots 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 Program Sign-Ups/NDPs Reliability
Sports Interaction 1 1
Videoslots 1 2
Grosvenor 1 1
TTRPartners 1.01 2
BeAffiliates 1.27 1
Affiliate Cruise 1.37 3
All British 1.39 3
Genting 1.4 1
RP Affiliates 1.43 1
Ellmount 1.45 1
Ivy Affiliates 1.54 2
Net Gaming Solutions 1.54 1
Monte Carlo Affiliates 1.55 1
Evoke (Redbet) 1.56 4
Evoke (Overall) 1.57 7
Evoke (Whitebet) 1.58 3
Full Cream 1.58 1
PlayGrand 1.67 1
Casino Luck 1.74 6
Trada 1.79 19
White Hat Gaming 1.8 13
Thrills 1.87 3
Dunder 1.95 1
 Average 1.99
GiG Affiliates 2.13 5
Fruity Affiliates 2.17 4
EasiGames 2.32 6
L&L Europe 2.58 13
Yeti 2.7 1
Kindred 2.72 3
WagerJoint 2.79 7
Twenty One 2.83 1
Heroes Affiliates 3 1
BringIt 3.05 20
All Irish 3.48 1
No Bonus 3.7 1
BGOBuddies 3.71 1
Yako 3.85 1
CasinoCasino 5 1
FreeSpins 6.18 2
Earn Affiliates 11.38 2
Global Live 17 1
Karamba Partners NA
Cherry Affiliates NA

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 Videoslots 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 Program Clicks/NDPs Reliability
BeAffiliates 10.32 1
Trada 11.81 14
Genting 12.75 1
Evoke (Whitebet) 13.81 2
EasiGames 14.44 4
Evoke (Overall) 15.42 7
Net Gaming Solutions 16.21 1
Affiliate Cruise 16.41 4
Evoke (Redbet) 16.47 5
Casino Luck 16.74 6
All British 16.83 5
PlayGrand 16.97 1
Fruity Affiliates 18.02 4
Videoslots 18.73 4
Ellmount 18.93 2
WagerJoint 19.18 5
BringIt 21.87 15
Yeti 22.8 1
 Average 22.92
White Hat Gaming 23.23 18
GiG Affiliates 23.81 6
Thrills 25.93 4
Dunder 28.91 1
Ivy Affiliates 30.94 6
L&L Europe 32.72 18
Kindred 34.47 4
Full Cream 34.49 4
Yako 36.76 1
RP Affiliates 38.29 1
All Irish 39.48 2
Monte Carlo Affiliates 41.85 4
No Bonus 51.05 2
Twenty One 51.75 1
TTRPartners 64.12 20
Grosvenor 66.29 1
BGOBuddies 67 1
Earn Affiliates 70.25 1
CasinoCasino 85.88 1
FreeSpins 100.59 4
Heroes Affiliates 111 1
Global Live 336 1
Sports Interaction 376 1
Karamba NA 1
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.

Videoslots 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.

Videoslots 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, Videoslots 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 Videoslots 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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The United Kingdom of Great Britain and Northern Ireland sits to the north-west of mainland Europe. The United Kingdom shares a border with The Republic of Ireland and has coasts on the Atlantic Ocean, Celtic Sea, North Sea, Irish Sea and English Channel. The population of the UK is approaching the 67.6 million mark leading to a fairly densely populated land mass. The gambling sector in the United Kingdom is entirely regulated and licensed by the UKGC – the United Kingdom Gambling Commission. Should players resident In the UK wish to gamble with foreign based operators there is no history of this being treated as a criminal offence, but high levels of protection exist for UK residents playing with UK licensed operators.