Роль букмекеров в повышении безопасных азартных практик

Gambling business is not easy to advertise

To get new players into the game and keep them coming back, companies use promotions like free plays, free spins or deposit bonuses. While all these are decent tactics with proven efficiency, there’s still a challenge to tackle. When it comes to communicating these promotions to the audience, gambling companies find themselves in a more difficult position than most of the other businesses.

With that said, customer outreach and communication is arguably the biggest challenge that gambling operators face. Most operators use a mix of traditional communication channels.

Affiliate marketing in iGaming

If you take a look at sources of the traffic of an average gambling website, you will notice that referral traffic has an unusually high share. SimilarWeb’s data shows that around 25% of people visit gambling websites via a referral link (a banner or a text link placed on another website). Affiliates help a lot to attract new customers, but when we talk about reaching out to the operator’s existing customer base, 3d party websites hardly can help.

Gambling brands manage to get decent results by combining these channels. But as gambling companies operate on a highly competitive market where marketing costs are high, they are always looking for innovative customer communication channels.

Key Features to Look for in a Casino Partner Tracking Platform

You need robust software with key features to track your affiliate marketing campaigns effectively.

Here is what you need to look for:

• Real-time campaign tracking. Tracking clicks, impressions, conversions, and revenue in real-time is essential. Real-time reporting gives you an up-to-the-minute view of your campaigns’ performance so you can make data-driven optimization decisions.
• Fraud detection. Machine learning allows you to detect and block fraudulent traffic, like bots, to ensure you only pay affiliates for legitimate conversions. Their fraud prevention measures have been shown to block over 95% of invalid clicks.
• Customizable reports. Pre-built reports and the ability to create customized reports so you get the data that matters most to you. Reports can be scheduled and exported as needed.
• Affiliate management tools. Robust affiliate management features allow you to onboard, manage, and pay affiliates at scale. You can set commission rates, run contests, communicate with affiliates, process payments, and more.
• API access. Integrate your casino affiliate marketing system, tracking and reporting data with other systems. Their open API makes it easy to build custom integrations and pull data into business intelligence tools.

With features like real-time tracking, fraud prevention, in-depth reporting, affiliate management, and API access, Scaleo provides a comprehensive affiliate marketing software solution for online casinos and other companies. The platform gives you the insights to run successful campaigns and keep affiliates engaged and motivated.

How does Scaleo help you optimize your casino partner program?

Track Affiliate Performance in Real Time

Scaleo’s robust reporting tools provide real-time insights into your affiliate program’s performance.

It provides casino affiliates with accurate and detailed tracking of all player activity and conversions. Their real-time reporting dashboard gives you an up-to-the-minute view of key metrics like player registrations, deposits, wagers, and commissions.

You can see metrics like:

• Number of new signups
• Deposits made
• Bonuses claimed
• Net revenue generated

With Scaleo, you have a live view of which affiliates and campaigns drive the most value so you can optimize your efforts accordingly.

Identify Fraudulent Activity Quickly

Scaleo’s fraud detection system uses machine learning to immediately identify and block suspicious traffic. This helps ensure that the activity you see in your reports is from real, engaged players.

Scaleo scans for:

1. Unnatural click patterns from affiliates
2. Use of proxy servers or VPNs to mask a user’s true location
3. Suspicious deposits, withdrawals or bonus claims

By blocking fraudulent traffic, Scaleo provides an accurate picture of your affiliate program’s genuine performance and revenue.

Make Data-Driven Decisions

Scaleo offers built-in tools to help companies maximize their earnings. Optimization feature allows you to A/B test different welcome offers, bonuses, and promotions to determine which ones convert best for your audience.

Scaleo’s smart linking tool automatically directs players to the offer or brand most likely to generate revenue based on their location, interests, and other attributes.

Scaleo gives you the insights you need to make strategic decisions about your affiliate program. You can see metrics on:

• Affiliate productivity and earnings over time
• Geographical data on where your players and affiliates are located
• Device usage trends so you can optimize for mobile if needed
• Peak traffic and signup times to determine the best times to run promotions

This comprehensive reporting gives you the data and analytics required to take your affiliate program to the next level. Scaleo provides a reliable, optimized solution for managing and growing your online casino’s affiliate marketing efforts. It’s one of the top management affiliate systems for casinos in 2024.

Dedicated Account Management

As a Scaleo customer, you can access a dedicated account manager who provides support and strategic guidance. Your account manager can help set up new offers, analyze performance, and optimize your earnings.

Protecting your money

Gambling operators have a duty to make sure that your funds are protected. They must include a section within their terms and conditions that states how it will deal with your money and how your funds will be protected in the event of operator bankruptcy.

Gambling operators must also offer online payment protection and make sure they use reliable and secure software to protect gamers personal and financial data. Players must be able to safely deposit, transfer and withdraw money when using the gaming website.

In 2016, the William Hill Group received a £6.2 million pound fine after it was found to have breached anti-money laundering and social responsibility regulations.

The business was found to have allowed ten customers to deposit large sums of money linked to criminal offences and leading to a £1.2m profit for the William Hill Group.

The investigation into this case showed that one customer was able to deposit £514,000 over 14 months. The staff assumed that the customer’s income could be £365,000 per year based on a verbal conversation they had with him.

They failed to question where the funds were coming from and it was subsequently shown that the customer was actually earning £30,000 per year.

He was funding his gambling addiction by stealing from his employer. This failed to adhere to one of the three objectives of keeping crime out of gambling.

William Hill Group had a responsibility in these cases to investigate where the players’ funds came from. They should have also investigated whether they were problem gamblers.

Safeguarding Business Interests: Why iGaming Operators Should Care

For casino and sportsbook owners, players are the lifeline of their business. The player is, therefore, the responsibility of that business. For iGaming enterprises, staying vigilant matters. Ignoring problem gambling can lead to various business risks:

• Financial impacts
  When problem players accrue substantial losses, the results extend beyond mere dissatisfaction – they jeopardise the financial stability of a brand. Moreover, such scenarios can trigger unwarranted legal entanglements, potentially resulting in audits and legal complications.
• Reputation under threat
  Neglected betting-related issues cast a shadow on your brand’s reputation, eroding player trust. The amplification of complaints across player forums and social media platforms generates a web of negative discourse that could surround your company needlessly.
• Regulatory scrutiny
  Mishandling problem players not only casts doubt on your ethical standing but also captures the attention of regulatory bodies. This increased scrutiny raises the risk of violating regulations, which in turn may lead to fines or even the revocation of licences for operators.
• Threat to sustainability
  Prolonged neglect or engagement with problem players poses a genuine threat to the enduring success of any iGaming business. The ultimate objective of every iGaming company, whether a casino, poker room, or bookmaker, is to foster enduring and non-exploitative relationships and build player loyalty. Problematic players pose a distinct threat to this goal and cannot serve as the target audience for a sustainable future.

Apart from compliance with regulatory norms, adopting Responsible Gambling practices comes with substantial benefits:

For Your Business:

• Enhanced reputation, attracting more customers
• Sustainable success and long-term growth
• Lower exposure to legal and regulatory challenges
• Strong customer loyalty and positive feedback

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For Society:

• Reduced negative impacts on individuals and communities
• Positive perception of the gambling industry’s societal standing
• Social well-being

The role of iGaming operators in fostering a responsible gaming policy is pivotal. By adopting Responsible Gambling practices, online betting businessmen not only safeguard their projects but also play a crucial role in shaping a positive and sustainable future for the iGaming industry. This commitment to Responsible Gambling underscores dedication to success that is built on integrity, ethics, and societal well-being.

CpaCash

Замыкает наш обзор партнерок вертикали Gambling сеть CpaCash. Отличает эту CPA-сеть поддержка своих партнеров-вебмастеров, заключающаяся в приеме схемного трафика. За аскетичным дизайном сайта скрывается хороший набор качественных офферов по высоким ставкам прям со старта.

Ставки, например, по Mostbet от $13 до $44, в зависимости от гео; по Joycasino Original от $15 до $30. 

CpaCash принимает все виды трафика, в том числе и мотивированный, схемный, но его необходимо отдельно оговаривать с персональным менеджером. Офферы доступны практически на все страны, но если какого-то гео нет в списке офферов, то суппорт решает этот вопрос — готовы завести любой.

Есть интересный бонус при регистрации — если заполнить в раздел «Откуда вы узнали о Cpaсash», то к выплате за первые два месяца CPA-сеть прибавит 5%. 

Из инструментов доступна настройка API. Предоставляется большой выбор промо, индивидуальных креативов, готовые лендинги, баннеры, видео-креативы для схемного трафика. Залив схемного трафика, используя видео партнерки позволяет, по уверениям CpaCash, увеличить конверсию до 25%. Кроме этого доступен телеграм-бот, через которого можно мониторить статистику не заходя в личный кабинет.

Сам личный кабинет удобный и функциональный. Кроме уже перечисленных наборов инструментов доступна статистика, в которой можно настроить разбивку по датам, источникам, устройствам, субакаунтам, рефералам, мобильным операторам и другим метрикам. Реализован комфортный поиск офферов по категории, названию и гео. Также в личном кабинете есть обучающий раздел со статьями-рекомендациями топовых вебмастеров по добыче трафика, заливам и другими арбитражными лайфхаками.

Выплаты начисляются в рублях или долларах и производятся еженедельно на WebMoney, карты Visa/Master Card/Maestro, Qiwi, Яндекс.Деньги, Paypal, Skrill, Криптовалюты. Минимально можно вывести 2 000 руб., или $50. Холд индивидуальный в каждом оффере, в среднем около двух недель, подробно указано в его описании. 

Из негативных отзывов удалось найти в сети информацию о том, что вебмастеру не предоставили запрашиваемое мобильное приложение. В остальном отзывы позитивные — отмечают дружелюбную поддержку, своевременные выплаты, качественные, конвертящие офферы и возможность лить мотивированный, схемный трафик.

Есть у вас опыт работы с CpaCash? Напишите о нем в комментах.

Составленный нами список не претендует на истину в последней инстанции. Вполне может быть, что у вас есть информация, которая не указана в описании какой-то из партнерских программ. Если вы дополните наше описание своими комментариями, то будет супер! А если вдруг захотите попробовать себя в другой вертикали, всегда можете посмотреть партнерки на нашем сайте и выбрать ту, которая подходит для профитного слива.

Who are the main players in the industry?

The gambling industry is called an “industry” for a reason. To keep it simple, we need to mention the high number of stakeholders involved, from C-level executives, software suppliers and major providers, casino and sportsbook operators, payment solutions companies and national regulators that impose taxes and collect money.

Presenting every party involved would take too much space, and since we need to understand the affiliates’ immediate interests, let us expose the main players they have to deal with in this evolving industry.

1. Software suppliers and operators

We will mention both of them here, since their connection is so strong. The relationship they establish and the way they collaborate is vital for the success of the gambling website.

Software suppliers are specialized providers for the gambling industry. They deliver the necessary software that runs behind gambling websites, no matter we talk about online casinos, sportsbooks, payment solutions, site administration or licensing. They can even build the front-end for their clients. As every operator knows, making the right choice and selecting the best provider is of paramount significance for their future development.

Operators, on the other hand, are the ones that create rules and decide the way their gaming website looks like, whom should they target and what content to deliver.

Though a large software provider may be able to build gaming websites that offer casino games and sports betting events on the same platform, most operators choose a single area to develop. To keep it simple, we may say that operators have the final word in the way their gaming website looks like and take the difficult marketing decisions that transform the site into a success story or a common gaming website.

2. State authorities

The iGaming industry wasn’t clearly regulated until now, except for the last years when most states have decided to impose national regulations and collect taxes for the newly regulated gaming activities.

For instance, if we analyze the European space, we discover that most countries have adopted and imposed their own rules and regulations. In order for a gaming provider or operator to access a country and develop a business, a licence needs to be obtained.

This is the short story. Of course, the European space is quite fragmented and each country has its own way. From the Danish gambling laws that are easy to understand and comply with to France and Italy, where high taxes, excessive regulation and restrictive laws made life difficult for gaming sites and players along the years.

Other Tools and Resources for Safer Gambling

To ensure responsible gambling, betting operators offer a range of other tools and resources for the players—to make them able to better manage their betting behavior. For instance, the player might receive a warning about the amount of time he (or she) spends on such websites, and he (or she) will have that notion that s/he should stop perhaps, and rethink their gambling style.

Some of these sites likewise offer professional advice and counseling services. Maybe not directly, but a number of betting operators work closely with organizations that provide assistance to people with gambling problems. These services have links that are available directly on the gaming sites, and help is just a click away. Moreover, informational resources relating to the dangers of gambling and useful guidelines on how to gamble responsibly are readily available to all users.

Check out our comprehensive guide to gambling compliance, covering everything from the relevant regulations, cross-border operations, AML compliance, KYC requirements, data protection, responsible advertising, and employee training.

In a bid to reduce the risks associated with gambling activities, each national government and regulatory body establishes rules to govern different aspects of the sector.

Complying with gambling regulation is a never-ending challenge, especially for multi-jurisdictional operators, as they need to keep abreast of developments in the industry, and the launch of new markets and ‘games of chance’.

For a deep dive into the compliance challenges facing global gambling operators, including analysis of some interesting regional differences, read our ‘Exploring the gambling industry’s top compliance challenges in 2024 and beyond’ blog.

Curaçao eGaming

While Europe, and specifically the UK, is considered the birthplace of online gambling, online gambling has been regulated in other jurisdictions since the beginning of the 21st century. That includes Curacao, one of the most beautiful islands in the Caribbean. 

The Curaçao Gaming Control Board (Curacao eGaming) was created in 1999, making it one of the oldest and most trusted regulatory bodies in the world. Prior to the advent of the UKGC and MGA, licensing from the Curaçao Gaming Control Board was gold to online gambling operators all over the world.

Today, the Curaçao Gaming Control Board serves as a regulatory and licensing agency for both land-based and online gambling operators at the international level. As a member of the International Association of Gaming Regulators (IAGR), the Curaçao Gaming Control Board puts much of its focus on advocating fair gambling standards and fighting against rogue online operators.

Pelican Partners

Партнерская сеть заточенная под гео СНГ (РФ, Украина), включающая в себя 7 проектов: Игорный клуб ЛЕВ (ex-Вулкан); Онлайн-казино ELDORADO; Онлайн-казино 24 ВУЛКАН; Игровой клуб ПМ Казино Россия; Игровой клуб ПМ Казино Украина; BOLLYWOOD Live Casino (Индия); Игровой клуб Elslots (Украина).

Pelican Partners работает по моделям CPA и Revshare. Самые интересные для вебмастеров условия у партнерки именно по модели выплаты по Revshare. В течении полугода после регистрации Pelican Partners выплачивает своим вебмастерам 50% от прибыли. Далее выплаты составляют: 

• 30% за при заработке до $1 000 и до 24 первых депозитах;
• 40% вебмастера получают зарабатывая до $1 000, но имея от 25 FD;
• 50% Revshare партнерка выплачивает от 50 привлеченных первых депозитах и заработке от $1 000;
• 55% составит вознаграждение за 150 first deposit, при заработке от $5 000;
• 60% прибыли поделится Pelican Partners за приведённые 200 перводепов и заработанных $10 000+.

Холда по Revshare в партнерке нет. Особенность в том, что выплаты рассчитываются отдельно по каждому проекту. 

Вебмастеру для работы предлагается большой выбор промо-материалов — лендинги, демо-игры, баннеры. Также ребята из партнерки предоставляют по запросу креативы. 

В личном кабинете есть возможность генерировать уникальные ссылки в любом количестве. Для того, чтобы сократить ссылку, можно воспользоваться таким инструментом, как Shortlink, который находится в подразделе «Редактирование рефкодов» — короткая ссылка автоматически сохранится в буфере обмена. Кроме того доступна подробная статистика, которая обновляется каждые 15 минут. Информацию можно отсортировать по срокам, проектам, рефкодам, игрокам и реферальным отчислениям.

Еще одной особенностью Pelican Partners является механизм отслеживания мультиаккаунтов, повышающий конверт до 30%. Суть в том, что если один человек зарегает два разных аккаунта на проекте, то реферальная связь с ним потеряется. Чтобы вебмастер не лишился своего заработка, ребята придумали способ соединения этих мультиаккаунтов.

Благодаря этой разработке приведенные игроки не теряются: если человек пришел без рефкода, то по уникальному профайлу сервис определит его веба и восстановит с ним реферальную связь.

Understanding Safe Gambling Practices

Safe gambling is the term that refers to a set of practices that are introduced by gambling operators to shield players from the dangers of gambling. The main idea it emphasizes is to strive to make the gambling environment risk-free and responsible. This is demonstrated by providing clear information, providing players with power and control over gambling, and avoiding cases of underage gambling. 

Creating a safe environment is a major part of operators’ duties and integrating responsible gambling tools into their platforms is one of the ways to achieve it. These measures may include a maximum limit on daily deposits, losses, number of games, session times, etc. Besides, their introduction is in perfect accordance with the law, showing that betting operators devote themselves not only to complying with regulations, but also to the safety of their players. 

Starting your own gambling product

Numerous online casino platforms in the market offer fantastic casino games like bingo, poker, roulette, and many more.

It’s not as complicated as you think and it matters more than you think. For MVP you do not need a large team, just a few people are enough to create a fully functioning prototype. In the case of successful numbers of your prototype, the further development of a full-fledged product will require more team, resources and time, however you will be sure that your development and your costs will pay off. If you have more questions about this topic, please contact us and we will help you with the answers. For a detailed guide on this process, read our article on how to start an online casino.

Protecting vulnerable customers

Another goal that gambling operators have to follow is protecting vulnerable customers. Some players are unable to stop at one or two bets and can soon find themselves addicted.

Gambling operators must offer customers the chance to self-exclude, limit the amount of money they deposit or how much time they can spend on the gaming site.

There is also “reality check” which makes it possible for players to set a frequency to receive a display of the time passed since the session started and offers gamblers the chance to set a limit to their losses.

There is also the option to give a 24 hour period between decisions being made. For example, if a player sets a maximum deposit limit they would have to wait a further 24 hours before they are allowed to change this. This gives the customer time to consider if they want to increase that limit.

Gambling operators must also display information about organisations that can offer support to players who feel their lives are being affected by gambling.

Online operators, in particular, must make all steps necessary to make sure that sure that underage gambling activities don’t take place on their websites and that the laws protecting individuals who have not reached the legal age are respected.

Operators must present clear registration processes for all players and mandatory verification steps must be followed to ensure the age of gamblers.

Of course, occasionally these safeguards fail. SkyBet was ordered to pay a £1 million penalty in 2018 for failing to protect vulnerable consumers.

A failure in the self-exclusion systems at SkyBet meant that:

• 736 self-excluded customers were able to open and use duplicate accounts to gamble

• 36,748 self-excluded customers didn’t have their account balance funds returned to them on account closure.

The same issues were also found within 888 UK Limited. They had a technical failure which means that over 7,000 customers who had chosen to self-exclude were still able to access their accounts. The issue meant that those customers were able to deposit over £3 million into their accounts.

888 also failed to recognise signs of problem gambling displayed by an individual customer. The problem was so significant that it resulted in criminal activity. The customer staked over £1.3million, including £55k stolen from their employer.

During a 13 month period, the customer placed a large number of bets and accessed the site on average for 3-4 hours a day. 888 failed to interact with the customer, despite the frequency, duration and sums of money involved.

The Gambling Commission fined 888 UK Ltd £7.8 million.

The importance of regular audits in ethical iGaming operations.

Frequent compliance audits are crucial for operators to run operations within ethical and legal boundaries. Such audits help determine potential risks and prevent violations, meanwhile avoiding legal disputes and maintaining reputation. Prioritizing compliance and conducting regular audits must be a standard procedure for operators. 

Independent audits must audit operators’ compliance programs to determine their efficiency and avoid regulatory fines. These help operators and businesses determine their AML failures and deal with them before formal regulatory inspections get underway. This way, operators can avoid high regulatory fines as well as other serious consequences. 

Who is Most at Risk of Problem Gambling: Vulnerable Demographics

In the realm of Responsible Gambling, while comprehensive data remains limited due to the emerging nature of the field, some noteworthy trends stand out. Examining statistics from Statista’s survey for March 2021 in the UK reveals that the 35-44 age group presents a more prominent segment of problem gamblers, while other age groups maintain a 0.4% share.

Delving into overall gambling activities, a quarterly telephone survey conducted by Yonder Consulting on behalf of the UK Gambling Commission (UKGC) offers insights.

Recent statistics shed light on a stable betting scene, with 44% of people participating in various gambling activities over the past four weeks, matching the level of 2022. In-person gambling remains steady at 27%, though it has not fully recovered to the pre-pandemic level of around 35%. Similarly, online space stands strong at 26%, consistent with data from the year ending in March 2022.

These statistics hint that the iGaming industry has remained stable despite economic and political challenges. Although player activity and gameplay patterns haven’t fully returned to pre-COVID levels, a closer look at player profiles provides noteworthy insights.

For example, different age groups exhibit diverse attitudes and behaviours. Adolescents view gambling as less problematic due to exposure to social casino games. Young adults (18-24) tend to engage in riskier gambling, possibly due to developing decision-making skills.

Community norms also shape perceptions. Certain communities consider gambling commonplace, potentially hindering issue recognition and support-seeking. Language barriers and ethno-cultural factors can amplify vulnerability.

Indigenous populations show distinct patterns. Urban Indigenous people have higher gaming involvement, especially in electronic gambling machines, instant lotteries, and bingo. However, this group also faces a significantly higher problem betting rate influenced by education, income, and employment disparities.

Immigrant dynamics also warrant attention. Immigrant adolescents, particularly first-generation, exhibit elevated gambling severity. Foreign students and workers face specific challenges, including altered survival strategies and an emphasis on substantial gains.

Understanding these complexities is essential for effective business strategy. Tailoring responsible gaming practices to diverse demographics ensures positive contributions to both bottom lines and broader societal well-being.