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Affiliate Program Value Report 2018

Posted by THEPOGG on Jan 03, 2019

Continuing on from what we began last year with our Affiliate Program Value Report 2017, this article provides the same data break down for 2018.

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.

This year the report is going to be largely of the same format as last year, but will include a secondary report which combines the data for both 2017 and 2018. This larger data set makes for more reliable conclusions and a more accurate assessment of the performance of the programs included – Affiliate Program Value Report 2017-18

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 ProgramReliability% Away from Average
Ellmount Affiliates1100%+
Affiliate Land1100%+
BitStarz1100%+
AllIrish Affiliates1100%+
Winning Rooms Affiliates2100%+
NoBonus Affiliates1100%+
Sports Interaction Affiliates1100%+
WagerJoint781-90%
Cashmio Affiliates171-80%
Yeti Affiliates451-60%
GiG231-40%
Fantasino Affiliates121-30%
VideoSlots321-30%
Trada1820-30%
L&L20-0-10%
BeAffiliates1-0-10%
Redbet Affiliates3-0-10%
AllBritish Affiliates11-11-20%
MrAffiliates (group)9-11-20%
FreeSpins Affiliates1-11-20%
Fruity Affiliates5-11-20%
iGaming Cloud5-21-30%
Cherry Affiliates1-21-30%
Twenty One Affiliates1-21-30%
Focal Click1-31-40%
Royal Affiliates1-31-40%
Full Cream2-31-40%
PlayGrand1-31-40%
Yako Affiliates3-31-40%
Flip Affiliates1-31-40%
Kindred4-41-50%
Genesis Affiliates6-41-50%
White Hat Gaming12-41-50%
Lucky Jar1-41-50%
Affilistars1-41-50%
Energy Partners1-41-50%
Casino Luck Affiliates8-51-60%
Betclic2-51-60%
Fun Affiliates1-51-60%
Kindred (group)7-51-60%
Dunder Affiliates1-51-60%
Thrills Affiliates2-51-60%
BigWin Affiliates1-51-60%
TTR Partners3-71-80%
Everum Partners2-71-80%
Karamba Partners1-71-80%
Ivy Affiliates3-71-80%
CasinoCasino Affiliates2-71-80%
Max Affiliates7-71-80%
Heroes Affiliates1-71-80%
Frank Affiliates1-71-80%
Bonus Affiliates1-71-80%
Monte Carlo Affiliates2-71-80%
SuperAffs1-71-80%
EveryMatrix5-81-90%
BigBoy Affiliates1-81-90%
K8 Partners1-81-90%
Adler Affiliates1-81-90%
MrAffiliates5-81-90%
Honest Partners1-91-100%
Boyle Affiliates1-91-100%
Calzone Affiliates1-91-100%
Shadow Affiliates1-91-100%
Betsson Affiliates3-91-100%
Affmore1-91-100%
Codeta1-91-100%
Grosvenor1-91-100%
Jetbull Affiliates3-91-100%
Mobil6000 Affiliates1-91-100%
React Affiliates1-91-100%

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 high APV.
  • Yeti Affiliates – An APV that is significantly above the site wide average and a reasonably Reliability figure.
  • Videoslots Affiliates – An okay Reliability score with an APV that is markedly above average.
  • Trada Affiliates – An APV that is 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.
  • L&L Europe – Effectively bang on our 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.
  • 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 below average APV across all operators running on this platform (that we work with) with a reasonable Reliability figure.
  • 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.
  • White Hat Gaming (Overall) – A high Reliability figure combined with an APV notably below site average. There are many operators running on this platform with which we do not have bespoke (improved) deals, which likely explains the below average APV returned by this platform.
    Casino Luck Affiliates – 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 high, as it was in the 2017 Report, meaning that we’ve delivered high volumes of traffic to this program and in both years this program has delivered a APV that is significantly below our site average (21-30% less than average over 2017 and 71-80% below site average over 2018 across similar volumes of traffic). The structure of the revenue ladder provided 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.

  • Codetaffs – Despite having earned a notable balance with this program over 2018, we have not been able to locate the transactions the aff system states have been processed and the operator has been entirely non-responsive to our repeated emails about this issue. As such this program has been marked-up with a player value of 0 as that has been the effective value to us regardless of what the referred players may have earned the operator.

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 ProgramReliabilityClicks/Sign-Ups
Frank Affiliates13.2285714285714
Trada105.8233695652174
AllBritish Affiliates79.1960507757405
WagerJoint59.3030927835052
MrAffiliates39.3320158102767
Fruity Affiliates49.4060606060606
Affiliate Land19.4651162790698
TTR Partners29.5153374233129
BitStarz19.6923076923077
Yako Affiliates29.9388888888889
Yeti Affiliates310.078431372549
Calzone Affiliates110.155555555556
Winning Rooms Affiliates110.217391304348
MrAffiliates (group)610.612085769981
Mobil6000 Affiliates110.695652173913
Genesis Affiliates510.92385786802
Betsson Affiliates311.25321888412
Jetbull Affiliates211.302325581395
BeAffiliates111.321428571429
EveryMatric411.323636363636
Codeta111.571428571429
Everum Partners211.616883116883
L&L Europe2011.641625615764
Average11.968937875752
Casino Luck Affiliates712.409090909091
FreeSpins Affiliates212.428571428571
Redbet Affiliates312.450261780105
AllIrish Affiliates212.458333333333
Shadow Affiliates112.529411764706
Kindred (group)712.665938864629
Heroes Affiliates112.891891891892
React Affiliates112.976744186047
Ivy Affiliates213.554621848739
SuperAffs113.755102040816
Cashmio Affiliates114.259259259259
Kindred514.406779661017
White Hat Gaming1314.826873385013
Thrills Affiliates315.745901639344
Boyle Affiliates115.868421052632
iGaming Cloud816.518518518519
Fantasino Affiliates116.525
Flip Affiliates117.217391304348
Bonus Affiliates117.548387096774
BigWin Affiliates117.71875
CasinoCasino Affiliates318.187050359712
Twenty One Affiliates118.432432432432
Fun Affiliates218.8
Honest Partners119.074074074074
GiG319.165137614679
Full Cream322.771929824561
Affilistars123.411764705882
NoBonus Affiliates223.596774193548
Ellmount Affiliates123.6875
Energy Partners123.894736842105
BigBoy Affiliates225.795454545455
Royal Affiliates126.615384615385
Lucky Jar326.858585858586
Dunder Affiliates227.266666666667
PlayGrand127.269230769231
K8 Partners127.277777777778
VideoSlots628.427777777778
Adler Affiliates136.333333333333
Focal Click140.304347826087
Sports Interaction Affiliates143.166666666667
Grosvenor143.2
Affmore147.444444444444

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.
  • AllBritish Affiliates – A good Reliability score with a conversion rate that’s better than site average.
  • WagerJoint – A reasonable Reliability score with a conversion rate that’s better than site average.
  • Fruity Affiliates – A reasonable Reliability score with a conversion rate that’s better than site average.
  • Genesis Affiliates – An okay 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.
  • Casino Luck Affiliates – A good Reliability score with a conversion rate that’s slightly short of average.
  • Kindred (group) – A good Reliability score with a conversion rate that’s slightly short of average.
  • White Hat Gaming – A very 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.
  • Videoslots Affiliates – An reasonable 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 ProgramReliabilitySign-Ups/NDPs
Affiliate Land11.3030303030303
Ivy Affiliates21.3370786516854
Codeta11.4
Energy Partners11.4615384615385
MrAffiliates41.4624277456647
BeAffiliates11.4736842105263
Adler Affiliates11.5
Sports Interaction Affiliates11.5
Winning Rooms Affiliates11.5333333333333
Jetbull Affiliates21.6125
Royal Affiliates11.625
MrAffiliates (group)71.6285714285714
Boyle Affiliates11.6521739130435
Grosvenor11.6666666666667
TTR Partners31.6979166666667
Heroes Affiliates11.7619047619048
K8 Partners11.8
Bonus Affiliates11.8235294117647
PlayGrand11.8571428571429
Dunder Affiliates11.875
White Hat Gaming101.878640776699
BigWin Affiliates11.8823529411765
EveryMatrix41.8835616438356
SuperAffs11.8846153846154
Casino Luck Affiliates71.8880597014925
VideoSlots31.8947368421053
Fun Affiliates11.8965517241379
Full Cream21.9322033898305
Twenty One Affiliates11.9473684210526
AllBritish Affiliates91.9639889196676
Redbet Affiliates31.9690721649485
Yeti Affiliates41.9767441860465
Ellmount Affiliates12
Shadow Affiliates12
Fruity Affiliates52.0496894409938
Genesis Affiliates52.0628272251309
Flip Affiliates12.0909090909091
GiG22.0961538461538
Fantasino Affiliates12.1052631578947
Affilistars12.125
Kindred (group)62.1603773584906
Everum Partners22.169014084507
Frank Affiliates12.1875
WagerJoint62.2045454545455
Yako Affiliates32.2222222222222
Honest Partners12.25
L&L Europe202.252427184466
Average2.2759407069555
Trada192.3552
iGaming Cloud62.4269662921348
Betsson Affiliates32.4787234042553
Kindred42.5431034482759
Focal Click12.5555555555556
CasinoCasino Affiliates22.6730769230769
BigBoy Affiliates12.75
Thrills Affiliates22.7727272727273
NoBonus Affiliates12.8181818181818
Cashmio Affiliates12.8421052631579
Mobil6000 Affiliates12.875
Affmore13
Calzone Affiliates13.2142857142857
BitStarz13.25
Lucky Jar23.8076923076923
React Affiliates13.9090909090909
AllIrish Affiliates24.5714285714286
FreeSpins Affiliates25.95

Notable programs based on this data point are as follows:

  • White Hat Gaming – High Reliability figure with and a sign-up to depositing player ratio that is significantly above average.
  • Casino Luck Affilitates – Good Reliability figure with a sign-up to depositing player ratio that is significantly above average.
  • AllBritish Affiliates – High Reliability score with an above average sign-up to depositing player conversion.
  • Yeti Affiliates – A reasonable Reliability score with above average sign-up to deposit conversion.
  • Fruit Affiliates – A reasonable Reliability score with above average sign-up to deposit conversion.
  • Genesis Affiliates (previously known as Affiliate Cruise) – A reasonable Reliability score with above average sign-up to deposit conversion.
  • Kindred (group) – A reasonable Reliability score with above average sign-ups to deposits.
  • WagerJoint – A reasonable Reliability score and a sign-up to depositing player conversion rate around site average.
  • L&L Europe – The strongest stat in terms of Reliability for this data point and a conversion rate that’s effectively average for the site.
  • Trada Affiliates – Extremely high Reliability figure with a sign-up to depositing player ratio that is effectively average.

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 ProgramReliabilityClicks/NDPs
Frank Affiliates17.0625
Affiliate Land112.333333333333
MrAffiliates313.647398843931
Trada1013.7152
Winning Rooms Affiliates115.666666666667
TTR Partners216.15625
Codeta116.2
BeAffiliates116.684210526316
MrAffiliates (group)617.28253968254
AllBritish Affiliates718.060941828255
Ivy Affiliates218.123595505618
Jetbull Affiliates218.225
Fruity Affiliates419.27950310559
Yeti Affiliates319.922480620155
WagerJoint520.509090909091
EveryMatrix421.328767123288
Yako Affiliates222.086419753086
Genesis Affiliates522.534031413613
Heroes Affiliates122.714285714286
Casino Luck Affiliates723.429104477612
Redbet Affiliates324.515463917526
Shadow Affiliates125.058823529412
Everum Partners225.197183098592
SuperAffs125.923076923077
Boyle Affiliates126.217391304348
L&L2026.221914008322
Average27.240592930445
Kindred (group)727.36320754717
White Hat Gaming1327.854368932039
Betsson Affiliates327.893617021277
Mobil6000 Affiliates130.75
BitStarz131.5
Bonus Affiliates132
Calzone Affiliates132.642857142857
BigWin Affiliates133.352941176471
Fantasino Affiliates134.789473684211
Energy Partners134.923076923077
Fun Affiliates235.655172413793
Twenty One Affiliates135.894736842105
Flip Affiliates136
Kindred536.637931034483
GiG (group)840.089887640449
GiG340.173076923077
Cashmio Affiliates140.526315789474
Honest Partners142.916666666667
Royal Affiliates143.25
Thrills Affiliates343.659090909091
Full Cream344
Ellmount Affiliates147.375
CasinoCasino Affiliates348.615384615385
K8 Partners149.1
Affilistars149.75
PlayGrand150.642857142857
React Affiliates150.727272727273
Dunder Affiliates251.125
VideoSlots653.863157894737
Adler Affiliates154.5
AllIrish Affiliates256.952380952381
Sports Interaction Affiliates164.75
NoBonus Affiliates266.5
BigBoy Affiliates270.9375
Grosvenor172
FreeSpins Affiliates273.95
Lucky Jar3102.26923076923
Focal Click1103
Affmore1142.33333333333

Notable programs based on this data point are as follows:

  • Trada Affiliates – A high Reliability score combines with a conversion rate that is better than twice the site average.
  • AllBritish Affiliates – A good Reliability score with a conversion rate that is significantly above site average.
  • Fruity Affiliates – A good Reliability score with a conversion rate that is significantly above site average.
  • Wagerjoint – A reasonable Reliability score with a conversion rate that is significantly above site average.
  • EveryMatrix – A reasonable Reliability score with a conversion rate that is significantly above site average.
  • Genesis Affiliates – A reasonable Reliability score with a conversion rate that is above site average.
  • Casino Luck Affiliates – A good 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 effectively spot on site average.
  • Kindred (group) – A good Reliability score with a conversion rate that’s effectively spot on site average.
  • White Hat Gaming – A very high Reliability score with a conversion rate that’s effectively spot on site average.
  • iGaming Cloud – A good Reliability score with a conversion rate that’s significantly below average.
  • Videoslots Affiliates – An reasonable Reliability score with a conversion rate that requires 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.

Conclusion

Firstly, of the two reports published in conjunction, this report is likely more valuable in indicating the most recent performance of a program. Where a program has made significant changes recently this will be the more useful report. The 2017-18 Report which is based on a large data set is more useful in terms of drawing stronger conclusions about the performance of programs.

So now to review the conclusions that can be drawn from this report? Firstly the good:

  • Trada Affiliates – Once again the runaway star of this report. Trada Affiliates are delivering above Average Player Value and are performing well at converting clicks to sign-ups. Their conversion from sign-up to depositing players is average, meaning they are preforming as well here as the rest of the market. Trada Affiliates now qualify for our Top Value Partner 2018 badge.
  • WagerJoint Affiliates – Another repeat winner. WagerJoint Affiliates are delivering exceptional Average Player Value and are performing well at converting clicks to sign-ups. Their conversion from sign-up to depositing players is average, meaning they are preforming as well here as the rest of the market. WagerJoint Affiliates now qualify for our Top Value Partner 2018 badge.
  • AllBritish Affiliates – While the APV delivered by AllBritish 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 converting sign-ups to deposits. In short, they’re making good use of the traffic we send them. AllBritish Affiliates 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 converting sign-ups to deposits. In short, they’re making good use of the traffic we send them. Fruity Affiliates now qualify for our Top Value Partner 2018 badge.
  • Videoslots Affiliates – Once again Videoslots Affiliates have delivered an above average APV. While there are some concerning trends in their clicks to NDPs conversion rates, our concerns relate more to whether this program are recording clicks in the same way as other programs than with the results we are seeing. Videoslots Affiliates now qualify for our Top Value Partner 2018 badge.
  • L&L Europe – L&L Europe have managed what no other platform has. Across all of their properties they have achieved our site average in every category, including APV despite a lack of bespoke deals in place for the majority of properties across this platform (this actually suggests above average APV if the playing field was levelled). The L&L Europe properties now qualify for our Top Value Partner 2018 badge.
  • Genesis Affiliates – The APV for this program has been significantly below our site average but without a bespoke deal in place this program are operating with a significant handicap in this performance indicator. Looking at the three other indicators however we can see that they are preforming slightly above average when converting clicks to sign-ups and above average when it comes to converting those sign-ups to NDPs. Genesis Affiliates now qualify for our Top Value Partner 2018 badge.

Next we’ll look at programs that are likely performing around average:

  • 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 above 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. If this is an accurate conclusion, then presuming that you can negotiate a more favourable revenue agreement than their standard (this may be challenging simply on the basis that larger programs are generally less inclined to offer better deals) the Kindred properties are actually using their web design/registration process efficiently and after registration are actually a little better than most programs at converting registrations to deposits.

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

  • 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). Overall this platform seems to be delivering an average conversion level (this is a very good thing and something they should be applauded for given they are working with a large array of operators rather than looking to fine tune a single site’s performance). However, the performance indicators would suggest a significant strength being offset by a significant weakness. White Hat Gaming do really well in terms of converting sign-ups to depositing players, far better than the average for our site. This suggests an effective system in place to once a player has registered to ensure the player then actually becomes a customer. The performance indicators also show that the White Hat Gaming properties are requiring around 20% more clicks to generate one sign-up. This seems to suggest that template designs could require improvement or that the player registration process could benefit from streamlining. If the clicks to sign-ups was to be improved and the sign-ups to NDPs remained at current levels this would result in significant financial gains for the platform, their clients and affiliates.
  • iGaming Cloud – While we would set aside the APV stat (given the amalgamation of programs, not all of which will have bespoke deals, platforms as a whole are generally disadvantaged in reaching our site average), this platform as a whole generally appears to be requiring more clicks to generate sign-ups. As their sign-up to NDP appears to be significantly stronger than their clicks to sign-ups this seems to suggest that template designs could require improvement or that the player registration process could benefit from streamlining.

It should be noted that the figures for this report were gathered on the 31th 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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