Poll results: Affiliate industry behind mobile curve

The affiliate industry is in danger of being left behind gaming operators’ ongoing transition to mobile as an acquisition channel, according to the majority of respondents to this week’s eGaming Review poll.

For many operators, mobile has become the key channel for acquiring new customers and PokerStars recently revealed more than half of new player sign-ups are doing so via handheld devices.

Furthermore, Paddy Power said it expected 90% of its 2015 growth to be derived through mobile channels, however, this mobile growth has yet to be reflected more generally within the affiliate space.

With this in mind, we asked whether you thought affiliates were doing enough to keep up with the mobile migration, and 55% of respondents said the industry had to raise its game or risk being left behind.

Bar some exceptions, 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.

Roughly a third (35%) of participants were a little more positive and said affiliates had made some steady mobile progress, although conceded there was room for improvements to be made.

However, only 10% of respondents felt the affiliate industry had responded well to the change in consumer trends.