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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 Program Reliability % Away from Average
Ellmount Affiliates 1 100%+
Affiliate Land 1 100%+
BitStarz 1 100%+
AllIrish Affiliates 1 100%+
Winning Rooms Affiliates 2 100%+
NoBonus Affiliates 1 100%+
Sports Interaction Affiliates 1 100%+
WagerJoint 7 81-90%
Cashmio Affiliates 1 71-80%
Yeti Affiliates 4 51-60%
GiG 2 31-40%
Fantasino Affiliates 1 21-30%
VideoSlots 3 21-30%
Trada 18 20-30%
L&L 20 -0-10%
BeAffiliates 1 -0-10%
Redbet Affiliates 3 -0-10%
AllBritish Affiliates 11 -11-20%
MrAffiliates (group) 9 -11-20%
FreeSpins Affiliates 1 -11-20%
Fruity Affiliates 5 -11-20%
iGaming Cloud 5 -21-30%
Cherry Affiliates 1 -21-30%
Twenty One Affiliates 1 -21-30%
Focal Click 1 -31-40%
Royal Affiliates 1 -31-40%
Full Cream 2 -31-40%
PlayGrand 1 -31-40%
Yako Affiliates 3 -31-40%
Flip Affiliates 1 -31-40%
Kindred 4 -41-50%
Genesis Affiliates 6 -41-50%
White Hat Gaming 12 -41-50%
Lucky Jar 1 -41-50%
Affilistars 1 -41-50%
Energy Partners 1 -41-50%
Casino Luck Affiliates 8 -51-60%
Betclic 2 -51-60%
Fun Affiliates 1 -51-60%
Kindred (group) 7 -51-60%
Dunder Affiliates 1 -51-60%
Thrills Affiliates 2 -51-60%
BigWin Affiliates 1 -51-60%
TTR Partners 3 -71-80%
Everum Partners 2 -71-80%
Karamba Partners 1 -71-80%
Ivy Affiliates 3 -71-80%
CasinoCasino Affiliates 2 -71-80%
Max Affiliates 7 -71-80%
Heroes Affiliates 1 -71-80%
Frank Affiliates 1 -71-80%
Bonus Affiliates 1 -71-80%
Monte Carlo Affiliates 2 -71-80%
SuperAffs 1 -71-80%
EveryMatrix 5 -81-90%
BigBoy Affiliates 1 -81-90%
K8 Partners 1 -81-90%
Adler Affiliates 1 -81-90%
MrAffiliates 5 -81-90%
Honest Partners 1 -91-100%
Boyle Affiliates 1 -91-100%
Calzone Affiliates 1 -91-100%
Shadow Affiliates 1 -91-100%
Betsson Affiliates 3 -91-100%
Affmore 1 -91-100%
Codeta 1 -91-100%
Grosvenor 1 -91-100%
Jetbull Affiliates 3 -91-100%
Mobil6000 Affiliates 1 -91-100%
React Affiliates 1 -91-100%

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

Notable programs based on this data point are as follows:

  • WagerJoint – A high Reliability figure and a 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 Program Reliability Clicks/Sign-Ups
Frank Affiliates 1 3.2285714285714
Trada 10 5.8233695652174
AllBritish Affiliates 7 9.1960507757405
WagerJoint 5 9.3030927835052
MrAffiliates 3 9.3320158102767
Fruity Affiliates 4 9.4060606060606
Affiliate Land 1 9.4651162790698
TTR Partners 2 9.5153374233129
BitStarz 1 9.6923076923077
Yako Affiliates 2 9.9388888888889
Yeti Affiliates 3 10.078431372549
Calzone Affiliates 1 10.155555555556
Winning Rooms Affiliates 1 10.217391304348
MrAffiliates (group) 6 10.612085769981
Mobil6000 Affiliates 1 10.695652173913
Genesis Affiliates 5 10.92385786802
Betsson Affiliates 3 11.25321888412
Jetbull Affiliates 2 11.302325581395
BeAffiliates 1 11.321428571429
EveryMatric 4 11.323636363636
Codeta 1 11.571428571429
Everum Partners 2 11.616883116883
L&L Europe 20 11.641625615764
Average 11.968937875752
Casino Luck Affiliates 7 12.409090909091
FreeSpins Affiliates 2 12.428571428571
Redbet Affiliates 3 12.450261780105
AllIrish Affiliates 2 12.458333333333
Shadow Affiliates 1 12.529411764706
Kindred (group) 7 12.665938864629
Heroes Affiliates 1 12.891891891892
React Affiliates 1 12.976744186047
Ivy Affiliates 2 13.554621848739
SuperAffs 1 13.755102040816
Cashmio Affiliates 1 14.259259259259
Kindred 5 14.406779661017
White Hat Gaming 13 14.826873385013
Thrills Affiliates 3 15.745901639344
Boyle Affiliates 1 15.868421052632
iGaming Cloud 8 16.518518518519
Fantasino Affiliates 1 16.525
Flip Affiliates 1 17.217391304348
Bonus Affiliates 1 17.548387096774
BigWin Affiliates 1 17.71875
CasinoCasino Affiliates 3 18.187050359712
Twenty One Affiliates 1 18.432432432432
Fun Affiliates 2 18.8
Honest Partners 1 19.074074074074
GiG 3 19.165137614679
Full Cream 3 22.771929824561
Affilistars 1 23.411764705882
NoBonus Affiliates 2 23.596774193548
Ellmount Affiliates 1 23.6875
Energy Partners 1 23.894736842105
BigBoy Affiliates 2 25.795454545455
Royal Affiliates 1 26.615384615385
Lucky Jar 3 26.858585858586
Dunder Affiliates 2 27.266666666667
PlayGrand 1 27.269230769231
K8 Partners 1 27.277777777778
VideoSlots 6 28.427777777778
Adler Affiliates 1 36.333333333333
Focal Click 1 40.304347826087
Sports Interaction Affiliates 1 43.166666666667
Grosvenor 1 43.2
Affmore 1 47.444444444444

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 Program Reliability Sign-Ups/NDPs
Affiliate Land 1 1.3030303030303
Ivy Affiliates 2 1.3370786516854
Codeta 1 1.4
Energy Partners 1 1.4615384615385
MrAffiliates 4 1.4624277456647
BeAffiliates 1 1.4736842105263
Adler Affiliates 1 1.5
Sports Interaction Affiliates 1 1.5
Winning Rooms Affiliates 1 1.5333333333333
Jetbull Affiliates 2 1.6125
Royal Affiliates 1 1.625
MrAffiliates (group) 7 1.6285714285714
Boyle Affiliates 1 1.6521739130435
Grosvenor 1 1.6666666666667
TTR Partners 3 1.6979166666667
Heroes Affiliates 1 1.7619047619048
K8 Partners 1 1.8
Bonus Affiliates 1 1.8235294117647
PlayGrand 1 1.8571428571429
Dunder Affiliates 1 1.875
White Hat Gaming 10 1.878640776699
BigWin Affiliates 1 1.8823529411765
EveryMatrix 4 1.8835616438356
SuperAffs 1 1.8846153846154
Casino Luck Affiliates 7 1.8880597014925
VideoSlots 3 1.8947368421053
Fun Affiliates 1 1.8965517241379
Full Cream 2 1.9322033898305
Twenty One Affiliates 1 1.9473684210526
AllBritish Affiliates 9 1.9639889196676
Redbet Affiliates 3 1.9690721649485
Yeti Affiliates 4 1.9767441860465
Ellmount Affiliates 1 2
Shadow Affiliates 1 2
Fruity Affiliates 5 2.0496894409938
Genesis Affiliates 5 2.0628272251309
Flip Affiliates 1 2.0909090909091
GiG 2 2.0961538461538
Fantasino Affiliates 1 2.1052631578947
Affilistars 1 2.125
Kindred (group) 6 2.1603773584906
Everum Partners 2 2.169014084507
Frank Affiliates 1 2.1875
WagerJoint 6 2.2045454545455
Yako Affiliates 3 2.2222222222222
Honest Partners 1 2.25
L&L Europe 20 2.252427184466
Average 2.2759407069555
Trada 19 2.3552
iGaming Cloud 6 2.4269662921348
Betsson Affiliates 3 2.4787234042553
Kindred 4 2.5431034482759
Focal Click 1 2.5555555555556
CasinoCasino Affiliates 2 2.6730769230769
BigBoy Affiliates 1 2.75
Thrills Affiliates 2 2.7727272727273
NoBonus Affiliates 1 2.8181818181818
Cashmio Affiliates 1 2.8421052631579
Mobil6000 Affiliates 1 2.875
Affmore 1 3
Calzone Affiliates 1 3.2142857142857
BitStarz 1 3.25
Lucky Jar 2 3.8076923076923
React Affiliates 1 3.9090909090909
AllIrish Affiliates 2 4.5714285714286
FreeSpins Affiliates 2 5.95

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 Program Reliability Clicks/NDPs
Frank Affiliates 1 7.0625
Affiliate Land 1 12.333333333333
MrAffiliates 3 13.647398843931
Trada 10 13.7152
Winning Rooms Affiliates 1 15.666666666667
TTR Partners 2 16.15625
Codeta 1 16.2
BeAffiliates 1 16.684210526316
MrAffiliates (group) 6 17.28253968254
AllBritish Affiliates 7 18.060941828255
Ivy Affiliates 2 18.123595505618
Jetbull Affiliates 2 18.225
Fruity Affiliates 4 19.27950310559
Yeti Affiliates 3 19.922480620155
WagerJoint 5 20.509090909091
EveryMatrix 4 21.328767123288
Yako Affiliates 2 22.086419753086
Genesis Affiliates 5 22.534031413613
Heroes Affiliates 1 22.714285714286
Casino Luck Affiliates 7 23.429104477612
Redbet Affiliates 3 24.515463917526
Shadow Affiliates 1 25.058823529412
Everum Partners 2 25.197183098592
SuperAffs 1 25.923076923077
Boyle Affiliates 1 26.217391304348
L&L 20 26.221914008322
Average 27.240592930445
Kindred (group) 7 27.36320754717
White Hat Gaming 13 27.854368932039
Betsson Affiliates 3 27.893617021277
Mobil6000 Affiliates 1 30.75
BitStarz 1 31.5
Bonus Affiliates 1 32
Calzone Affiliates 1 32.642857142857
BigWin Affiliates 1 33.352941176471
Fantasino Affiliates 1 34.789473684211
Energy Partners 1 34.923076923077
Fun Affiliates 2 35.655172413793
Twenty One Affiliates 1 35.894736842105
Flip Affiliates 1 36
Kindred 5 36.637931034483
GiG (group) 8 40.089887640449
GiG 3 40.173076923077
Cashmio Affiliates 1 40.526315789474
Honest Partners 1 42.916666666667
Royal Affiliates 1 43.25
Thrills Affiliates 3 43.659090909091
Full Cream 3 44
Ellmount Affiliates 1 47.375
CasinoCasino Affiliates 3 48.615384615385
K8 Partners 1 49.1
Affilistars 1 49.75
PlayGrand 1 50.642857142857
React Affiliates 1 50.727272727273
Dunder Affiliates 2 51.125
VideoSlots 6 53.863157894737
Adler Affiliates 1 54.5
AllIrish Affiliates 2 56.952380952381
Sports Interaction Affiliates 1 64.75
NoBonus Affiliates 2 66.5
BigBoy Affiliates 2 70.9375
Grosvenor 1 72
FreeSpins Affiliates 2 73.95
Lucky Jar 3 102.26923076923
Focal Click 1 103
Affmore 1 142.33333333333

Notable programs based on this data point are as follows:

  • Trada Affiliates – A 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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