One of many gaming companies regulated in Malta, Vikibet, which provides on online casino and sports betting product suite across Scandinavia, Eastern Europe, and Spanish-speaking Latin America, today announced that it will use the iGaming-focused marketing agency and technology company Income Access to build out its affiliate offering.
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The newly announced affiliate program for Vikibet will be managed by Montreal-based Income Access, according to the official press release. Income Access has developed affiliate software which includes a proprietary ad serving system that delivers targeted advertisements to potential clients.
Vikibet offers sports-betting in popular games such as football, tennis, and volleyball, as well as other areas such as mixed martial arts (MMA) fighting, and professional darts. The operator is licensed as an online gaming provider by the Malta Gaming Authority, with a casino license, and the Vikibet brand is operated by Galliano Gaming Ltd. and based in Malta. Income Access has provided its services to New Jersey’s Betfair Casino as well as The Borgata Hotel Casino and Spa in the U.S., in addition to serving online casino and remote gaming operators, according to the update.
Affiliate technology and marketing
A large number of binary options and forex brokers use affiliate technology from providers that may also cater to the gaming industry with variations of the same underlying technology, as the common goal of affiliate marketing is client acquisition just like in online trading within financial markets – when compared to gambling or the gaming industry.
In addition, some firms target overlapping demographics as clients may both speculate and gamble via online channels, through brokers and casinos. Affiliate clients mean customers that were first introduced via affiliate ads or their landing pages and where affiliates are paid a cost per acquisition (CPA) fee or similar commission-based rebate that companies offer in return for successful client conversion.
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“When looking for an affiliate platform provider and outsourcing our programme management, Income Access was the clear choice,” said Nick Gatt, Director of Vikibet, commenting in the official press release. “With their affiliate managers’ experience in our verticals and their platform’s great reputation in the iGaming industry, we’re confident that we’ll fully leverage the affiliate channel in our target markets.”
“Vikibet’s focus on Scandinavia and the emerging markets of Latin America and Eastern Europe ensures that it’s a brand with a global appeal for affiliates,” said Nicky Senyard, founder and CEO of Income Access. “With the support of our platform and Ad serving tool as well as our affiliate management services, we’re confident that Vikibet will enjoy strong growth in 2016 and beyond.”
Gaming and trading parallels
Finance Magnates has written about gaming and gambling related news when such firms integrated trading technology to offer products like binary options which in some jurisdictions falls under the scope of gaming regulation and related licensing. Typically, the difference between gambling and investing has to do with odds and any degree of control over risk, yet there can be a fine line between these two fields as financial investing and gambling products continue to morph. Therefore, some firms offer both products and to similar target audiences.
The evolution of available trading products and online gaming offerings has made it so that certain products share similar functionality and characteristics, thus making it hard to tell the difference in some cases .
Conversely, some gambling products are purely just that – a gamble, whereas many financial products provide risk controls and improved odds of earning a return, when compared. However, money can be lost with both investing and gambling, therefore the context and details are highly relevant in each case – since products increasingly vary. Lastly, brokers continue to sponsor sports and entertainment related companies or celebrities for branding and marketing purposes and to engage with their fans.