Poll: Are affiliates reacting quickly enough to mobile growth?
With so many acquisitions now coming through the mobile channel, we ask if affiliates are keeping up with demand
Mobile has become the key acquisition channel for many leading egaming operators, but there remains a question over whether the affiliate sector has kept up with the pace of change.
Operators are increasingly reporting the majority of new acquisitions are coming through the channel with Paddy Power stating 90% of growth in sports betting will be through mobile in 2015.
And it’s not just in sports betting, with PokerStars reporting more than half of new acquisitions were coming through mobile in Q3 2014, up from 40% in the previous year.
But affiliates have been slower to move into mobile, with fears over accurate tracking and lower lifetime values putting off many from making the investment into the platform.
This is not to say affiliates are absent from mobile, and during 2014 we saw number of major names launching apps including most notably Oddschecker, while the likes of OLBG have been active on mobile since 2013.
But with so many affiliates still with no serious mobile presence, and some not even having mobile optimised sites, is the sector in danger of being left behind by consumer trends?
Affiliates in any sector without a mobile strategy could find themselves competing for an increasingly smaller slice of the pie on the “traditional” platforms.
Gaming operators are making a big push into mobile during 2015 in anticipation of a consumer shift from desktops and laptops to tablets and it’s time for the affiliate sector to do likewise.
So this week we ask: Is the affiliate industry doing enough to react to the consumer shift to mobile. Have your say on the right hand side of the page.
To find out more about eGR’s exclusive Power Affiliates Summit later this year go to https://www.eiseverywhere.com/ehome/115464 to find out more