Bet365, Betway and Betfair are the industry’s leading affiliate advertisers in the Americas in winter 20/21
Online Gambling Quarterly takes a closer look at the top advertiser brands on affiliate sites in the Americas
To benchmark brand/operator presence on affiliate websites, the Online Gambling Quarterly looked into the affiliate sites that appear among Google’s top 50 results for 20-30 betting- and casino-related keywords. Researchers then analysed the advertisers/brands (gambling websites) featured on each of the affiliate sites ranked. The number of affiliates that were among the top 50 Google results varies from country to country, and thus had an impact on the overall ranking of advertisers/brands featured. For the final ranking, the Online Gambling Quarterly added up all appearances across both verticals and all analysed countries. Though many operators are in charge of several distinct websites, the teams prepare the analyses based on brands and websites, not individual operators.
US and Latam overview
Bet365 and Betway lead the cross-segmental/vertical ranking of websites in key US and Latam markets. Bet365 was featured on 88% of betting-specific affiliates and 61% of casino affiliates. Betway appeared on 69% of all analysed betting affiliates and 64% of casino affiliates.
Betfair, Betsson and LeoVegas follow closely in the third, fourth and fifth spots for the US and Latam markets.
Betting-specific affiliate benchmarking
Across all US and Latam markets analysed, bet365 and Betway are the most active brands on betting-related affiliate websites.
- Bet365 is the leader in Mexico with appearances on 95% of the country’s betting affiliate websites. Codere at 91% earns the second spot in Mexico.
- Bet365 leads in Colombia. The operator is showcased on 73% of sites, quite a bit ahead of second and third place Betway and Betfair, which appear on 60.1% and 59.9% of betting affiliate sites, respectively.
- Bet365 shows up on 95% of affiliate sites in Argentina.
- Brazil: bet365 leads the pack, appearing on 96% of the sites. Betway follows at 82% and third in the rankings is Betfair at 75%.
- In the US, bet365 (80%), FanDuel (75%), and DraftKings (74%) are the top operators on affiliate betting sites.
Casino-specific affiliate benchmarking
Betfair and Betway are the most active advertisers/brands on casino-related affiliate websites across US and Latam markets which the Online Gambling Quarterly analysed.
- Mexico’s leader is Codere. The operator has a presence on 89% of the 84 casino affiliate sites analysed. Betway follows at 74%.
- In Colombia, Betsson leads. The operator appears on 65% of casino sites.
- In the Brazil, 22bet is listed on 74% of casino sites. Betfair (74%) and bet365 (70%) are the second and third most listed on casino affiliates.
- In Argentina, Betsson appears on the most casino affiliates: 77%. Betway has a strong affiliate presence as well at 75%.
- Of the affiliate websites analysed in the US, Unibet(74%) and Betfair (68%) are the leading brands followed by BetMGM and SugarHouse.
For more business affiliate benchmarking data, please click here.