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This article looks to combine the data sets from the Affiliate Program Report 2018 and the Affiliate Program Value Report 2019 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.
The intention of this report is to provide affiliates with data that can be used to select partners that deliver the best possible value for the traffic that is sent to them. By giving a side by side comparison we should be able to provide insight into how the programs we work with perform in different areas of the conversion and retention journey.
We have changed the format of the report slightly this year. Alongside an annual report for 2019 we will also be publishing amalgamated reports for both 2018-19 and 2017-2019. These amalgamated reports will feature a smaller number of programs due to some programs that we previously worked with closing or ceasing to work with us, but the data for those programs that are covered is based on a larger sample size and as such we would consider it more reliable.
We will also be including a new criteria this year: Click Value. This criteria is exactly what it sounds like – we assess the average value of a click based on all of the programs we worked with, then compare each program’s individual Click Value against this site wide average figure to establish how the specific program compares with the general performance of the site.
We are going to break our stats down into 5 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.
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 | % Away from Average | Reliability |
|---|---|---|
| Ellmount Affiliates | 100%+ | 1 |
| Focal Click | 100%+ | 1 |
| NoBonus Affiliates | 100%+ | 1 |
| BitStarz | 100%+ | 1 |
| WagerJoint | 100%+ | 5 |
| Sports Interaction Affiliates | 100%+ | 1 |
| Cashmio Affiliates | 100%+ | 1 |
| VideoSlots | 91-100% | 2 |
| Trada | 61-70% | 12 |
| Fruity Affiliates | 51-60% | 3 |
| GiG | 51-60% | 2 |
| Affiliate Land | 41-50% | 3 |
| Lucky Jar | 21-30% | 1 |
| Kindred | 11-20% | 2 |
| Affmore | -1-10% | 1 |
| MT Secure Trade | -1-10% | 5 |
| AllBritish Affiliates | -1-10% | 9 |
| Fun Affiliates | -1-10% | 1 |
| L&L Europe | -1-10% | 20 |
| Energy Partners | -1-10% | 1 |
| Everum Partners | -11-20% | 2 |
| Yako Affiliates | -11-20% | 2 |
| Yeti Affiliates | -11-20% | 5 |
| Fantasino Affiliates | -21-30% | 1 |
| Dunder Affiliates | -31-40% | 1 |
| White Hat Gaming | -31-40% | 16 |
| Full Cream | -41-50% | 4 |
| Casino Luck Affiliates | -41-50% | 6 |
| SuperAffs | -41-50% | 2 |
| Betsson Affiliates | -41-50% | 3 |
| Twenty One Affiliates | -51-60% | 1 |
| Thrills Affiliates | -51-60% | 2 |
| PlayGrand | -51-60% | 1 |
| Frank Affiliates | -51-60% | 1 |
| CasinoCasino Affiliates | -61-70% | 3 |
| Affilistars | -61-70% | 1 |
| Genesis Affiliates | -61-70% | 9 |
| EveryMatric | -71-80% | 3 |
| Heroes Affiliates | -71-80% | 1 |
| Ivy Affiliates | -71-80% | 4 |
| Royal Affiliates | -81-90% | 1 |
| Boyle Affiliates | -81-90% | 1 |
| BigWin Affiliates | -81-90% | 1 |
| Shadow Affiliates | -91-100% | 1 |
| Calzone Affiliates | -91-100% | 1 |
| Grosvenor | -91-100% | 1 |
| Jetbull Affiliates | -91-100% | 2 |
| React Affiliates | -91-100% | 1 |
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:
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 | Clicks/Sign-Ups | Reliability |
|---|---|---|
| Affilistars | 3.4598337950139 | 1 |
| Trada | 8.7835051546392 | 9 |
| BitStarz | 9.8103448275862 | 1 |
| Affiliate Land | 10.44298245614 | 2 |
| Heroes Affiliates | 10.892307692308 | 1 |
| AllBritish Affiliates | 10.949571836346 | 6 |
| WagerJoint | 11.336194563662 | 5 |
| Jetbull Affiliates | 11.682170542636 | 1 |
| Frank Affiliates | 12.637931034483 | 1 |
| Fruity Affiliates | 12.798165137615 | 3 |
| Calzone Affiliates | 12.991596638655 | 1 |
| Everum Partners | 13.497797356828 | 2 |
| Yeti Affiliates | 13.813771517997 | 5 |
| EveryMatric | 13.904371584699 | 3 |
| L&L Europe | 14.47517469658 | 20 |
| Cashmio Affiliates | 14.5234375 | 1 |
| White Hat Gaming | 14.826873385013 | 6 |
| Betsson Affiliates | 15.066019417476 | 4 |
| Yako Affiliates | 15.718487394958 | 2 |
| Shadow Affiliates | 16.048387096774 | 1 |
| Casino Luck Affiliates | 16.090909090909 | 7 |
| Kindred | 16.213622291022 | 3 |
| CasinoCasino Affiliates | 18.384401114206 | 4 |
| React Affiliates | 18.776119402985 | 1 |
| SuperAffs | 18.818181818182 | 2 |
| BigWin Affiliates | 19.104166666667 | 2 |
| Sports Interaction Affiliates | 19.95 | 1 |
| Fantasino Affiliates | 20.742424242424 | 1 |
| PlayGrand | 20.935483870968 | 2 |
| Genesis Affiliates | 21.210928961749 | 10 |
| Ivy Affiliates | 21.749244712991 | 4 |
| Twenty One Affiliates | 22.910256410256 | 1 |
| Full Cream | 22.930885529158 | 6 |
| Fun Affiliates | 23.722891566265 | 2 |
| Royal Affiliates | 24.589285714286 | 1 |
| MT Secure Trade | 25.541766109785 | 11 |
| Boyle Affiliates | 26.448275862069 | 1 |
| Energy Partners | 27.555555555556 | 1 |
| Thrills Affiliates | 27.641304347826 | 3 |
| GiG | 28.573943661972 | 5 |
| Affmore | 30.714285714286 | 1 |
| NoBonus Affiliates | 30.914285714286 | 2 |
| VideoSlots | 33.008733624454 | 4 |
| Ellmount Affiliates | 35.391304347826 | 1 |
| Lucky Jar | 39.592592592593 | 3 |
| Grosvenor | 47.302325581395 | 2 |
| Focal Click | 52.133333333333 | 1 |
| Dunder Affiliates | 52.183333333333 | 2 |
Notable programs based on this data point are as follows:
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 | Sign-Ups/NDPs | Reliability |
|---|---|---|
| White Hat Gaming | 0.70235934664247 | 6 |
| Energy Partners | 1.35 | 1 |
| Ivy Affiliates | 1.3677685950413 | 3 |
| Jetbull Affiliates | 1.4659090909091 | 1 |
| Boyle Affiliates | 1.5263157894737 | 1 |
| Affiliate Land | 1.5302013422819 | 2 |
| Genesis Affiliates | 1.6024518388792 | 7 |
| AllBritish Affiliates | 1.7089430894309 | 8 |
| SuperAffs | 1.76 | 1 |
| VideoSlots | 1.7615384615385 | 2 |
| Fun Affiliates | 1.7659574468085 | 1 |
| Casino Luck Affiliates | 1.7852028639618 | 6 |
| Full Cream | 1.8373015873016 | 4 |
| Twenty One Affiliates | 1.8571428571429 | 1 |
| Affmore | 1.8666666666667 | 1 |
| Royal Affiliates | 1.8666666666667 | 1 |
| PlayGrand | 1.8787878787879 | 1 |
| Yeti Affiliates | 1.8794117647059 | 5 |
| Everum Partners | 1.9237288135593 | 2 |
| L&L Europe | 1.9297374024131 | 20 |
| CasinoCasino Affiliates | 1.9301075268817 | 3 |
| EveryMatric | 1.9783783783784 | 3 |
| Dunder Affiliates | 2 | 1 |
| Frank Affiliates | 2 | 1 |
| BigWin Affiliates | 2.0571428571429 | 2 |
| Yako Affiliates | 2.0695652173913 | 2 |
| Fruity Affiliates | 2.0961538461538 | 4 |
| Fantasino Affiliates | 2.1290322580645 | 1 |
| NoBonus Affiliates | 2.2340425531915 | 1 |
| GiG | 2.2362204724409 | 3 |
| Grosvenor | 2.2631578947368 | 1 |
| WagerJoint | 2.2918032786885 | 6 |
| Ellmount Affiliates | 2.3 | 1 |
| Trada | 2.3552 | 15 |
| Shadow Affiliates | 2.3846153846154 | 1 |
| MT Secure Trade | 2.4431486880466 | 7 |
| Thrills Affiliates | 2.5205479452055 | 2 |
| Betsson Affiliates | 2.5245098039216 | 5 |
| Kindred | 2.5634920634921 | 3 |
| BitStarz | 2.6363636363636 | 1 |
| Calzone Affiliates | 2.8333333333333 | 1 |
| Focal Click | 3 | 1 |
| Heroes Affiliates | 3.0952380952381 | 1 |
| Lucky Jar | 3.1395348837209 | 1 |
| React Affiliates | 3.1904761904762 | 1 |
| Cashmio Affiliates | 3.4594594594595 | 1 |
| Sports Interaction Affiliates | 5 | 1 |
| Affilistars | 27.769230769231 | 3 |
Notable programs based on this data point are as follows:
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 | Clicks/NDPs | Reliability |
|---|---|---|
| White Hat Gaming | 10.413793103448 | 6 |
| Trada | 13.7152 | 9 |
| Affiliate Land | 15.979865771812 | 2 |
| Jetbull Affiliates | 17.125 | 1 |
| AllBritish Affiliates | 18.712195121951 | 6 |
| Frank Affiliates | 25.275862068966 | 1 |
| BitStarz | 25.863636363636 | 1 |
| Yeti Affiliates | 25.961764705882 | 5 |
| Everum Partners | 25.966101694915 | 2 |
| WagerJoint | 25.980327868852 | 5 |
| Fruity Affiliates | 26.826923076923 | 3 |
| EveryMatric | 27.508108108108 | 3 |
| L&L Europe | 27.933286018453 | 20 |
| Casino Luck Affiliates | 28.72553699284 | 7 |
| Ivy Affiliates | 29.747933884298 | 4 |
| Yako Affiliates | 32.530434782609 | 2 |
| SuperAffs | 33.12 | 2 |
| Heroes Affiliates | 33.714285714286 | 1 |
| Genesis Affiliates | 33.989492119089 | 10 |
| CasinoCasino Affiliates | 35.483870967742 | 4 |
| Calzone Affiliates | 36.809523809524 | 1 |
| Energy Partners | 37.2 | 1 |
| Betsson Affiliates | 38.03431372549 | 4 |
| Shadow Affiliates | 38.269230769231 | 1 |
| BigWin Affiliates | 39.3 | 2 |
| PlayGrand | 39.333333333333 | 2 |
| Boyle Affiliates | 40.368421052632 | 1 |
| Kindred | 41.563492063492 | 3 |
| Fun Affiliates | 41.893617021277 | 2 |
| Full Cream | 42.130952380952 | 6 |
| Twenty One Affiliates | 42.547619047619 | 1 |
| Fantasino Affiliates | 44.161290322581 | 1 |
| Royal Affiliates | 45.9 | 1 |
| Cashmio Affiliates | 50.243243243243 | 1 |
| Affmore | 57.333333333333 | 1 |
| VideoSlots | 58.146153846154 | 4 |
| React Affiliates | 59.904761904762 | 1 |
| MT Secure Trade | 62.402332361516 | 11 |
| GiG | 63.897637795276 | 5 |
| NoBonus Affiliates | 69.063829787234 | 2 |
| Thrills Affiliates | 69.671232876712 | 3 |
| Ellmount Affiliates | 81.4 | 1 |
| Affilistars | 96.076923076923 | 1 |
| Sports Interaction Affiliates | 99.75 | 1 |
| Dunder Affiliates | 104.36666666667 | 2 |
| Grosvenor | 107.05263157895 | 2 |
| Lucky Jar | 124.3023255814 | 3 |
| Focal Click | 156.4 | 1 |
Notable programs based on this data point are as follows:
For this section we will be ordering the various programs by the value they deliver per click received.
Click value is likely the most useful stat for affiliates looking to determine which programs are paying the most for your traffic as it takes into consideration both the value that is returned for each player alongside how many clicks it takes the program to convert a player. Readers should be aware that this figure is going to be subject bias via bespoke deals, but is more stable than APV due to clicks remaining constant regardless of the revenue deal on offer.
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 | % Away from Average | Reliability |
|---|---|---|
| BitStarz | 100%+ | 1 |
| WagerJoint | 100%+ | 5 |
| Affiliate Land | 100%+ | 2 |
| Trada | 100%+ | 9 |
| Ellmount Affiliates | 100%+ | 1 |
| White Hat Gaming | 100%+ | 6 |
| Fruity Affiliates | 91-100% | 3 |
| AllBritish Affiliates | 51-60% | 6 |
| NoBonus Affiliates | 41-50% | 2 |
| Cashmio Affiliates | 31-40% | 1 |
| Everum Partners | 1-10% | 2 |
| L&L Europe | 1-10% | 20 |
| VideoSlots | 1-10% | 4 |
| Focal Click | 1-10% | 1 |
| Yeti Affiliates | 1-10% | 5 |
| Yako Affiliates | -11-20% | 2 |
| Kindred | -11-20% | 3 |
| GiG | -11-20% | 5 |
| Energy Partners | -11-20% | 1 |
| Sports Interaction Affiliates | -21-30% | 1 |
| Fun Affiliates | -21-30% | 2 |
| Casino Luck Affiliates | -31-40% | 7 |
| Affmore | -41-50% | 1 |
| Fantasino Affiliates | -41-50% | 1 |
| Frank Affiliates | -41-50% | 1 |
| SuperAffs | -41-50% | 2 |
| MT Secure Trade | -41-50% | 11 |
| Betsson Affiliates | -51-60% | 4 |
| Full Cream | -51-60% | 6 |
| PlayGrand | -61-70% | 2 |
| Twenty One Affiliates | -61-70% | 1 |
| Lucky Jar | -61-70% | 3 |
| EveryMatric | -61-70% | 3 |
| Genesis Affiliates | -61-70% | 10 |
| CasinoCasino Affiliates | -61-70% | 4 |
| Ivy Affiliates | -71-80% | 4 |
| Heroes Affiliates | -71-80% | 1 |
| Thrills Affiliates | -71-80% | 3 |
| Dunder Affiliates | -71-80% | 2 |
| Boyle Affiliates | -81-90% | 1 |
| Royal Affiliates | -81-90% | 1 |
| Affilistars | -81-90% | 1 |
| BigWin Affiliates | -91-100% | 2 |
| Shadow Affiliates | -91-100% | 1 |
| Calzone Affiliates | -91-100% | 1 |
| Grosvenor | -91-100% | 2 |
| Jetbull Affiliates | -91-100% | 1 |
| React Affiliates | -91-100% | 1 |
Notable programs based on this data point are as follows:
Firstly, of the three reports published in conjunction, this report is will provide more reliable data than the single year report but less reliable data than the 3 year report. However it will not be as useful for identifying changes in performance caused by changes that occurred this year as these changes are more likely to be faded by the other year’s worth of data.
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 and continued into 2019. 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. Distributing traffic evenly has proved a difficult objective to achieve however, with players naturally gravitating towards operators displayed at the top of a table regardless of how they are presented.
Moving on to the conclusions that can be drawn about the various affiliate programs.
Moving on to the conclusions that can be drawn about the various affiliate programs. To help easily assess the performance of the various ‘higher reliability’ level programs we’ve put together a traffic lighted table which can be seen below:
Firstly we’ll look at the good:
Now on to some areas that could be improved by various operators:
In conclusion, each year I feel that these reports get more useful for us and hopefully more useful for other affiliates. We are now reaching a stage where the data sets are large enough that the trends we are seeing are starting to converge and stabilise. This is great news and highlights several interesting areas that could potentially be improved for a number of programs.
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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.
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The above information is what we believe to be the the legal status of online gambling, however information on this topic is limited and hard to find. We accept no liability for any errors or ommissions. It is the reader’s responsibility to ensure that they know the legality of online gambling in their country before engaging with any online gambling service.