Q&A: Kylie Morgan, Little Star Media
Little Star Media managing director Kylie Morgan talks to eGR Digital Marketing about the current state of online bingo affiliation and provides her top tips for new entrants
Q: What is Little Star Media?
A: Little Star Media is a media partner which works with over 80 leading UK operators. We use our media buying expertise alongside our technology assets and innovation skills to solve marketing challenges faced by online gambling operators.
Q: How many portals do you own and what makes them stand out?
A: We own two portals: Superfreebingo.com and superfreeslotgames.com. These portals are optimised to work on most desktop, mobile and tablet interfaces. We use 10 years of media buying experience and the fact that we buy large volumes of traffc, to give us the leverage we need to secure effective media placements for our propositions, so that the traffic we pay for converts well for our operator brands. We have always aimed to assist customers who are new to online gambling.
Q: What is your assessment of the online bingo market? Is it in a healthy state?
A: While this remains a proï¬table sector, there are challenges to overcome. The consumer has started to migrate towards accessing the internet via a number of interfaces. The most notable example of one would be the rise of mobile and tablet usage. In addition, the demand for online media traï¬c has gone up which will have an effect on a brand’s ability to buy media traffic efficiently.
Q: What trends are you seeing in bingo affiliation?
A: A larger number of affiliates are now having to supplement their SEO activities by investing in media buying. However, without the experience and heritage in online media buying, affiliates struggle to make this transition and are sometimes not as effective at delivery as they have been.
Q: What advice would you give to future egaming affiliates?
A: Itâs all about focusing on your angle or USP. Once you have decided an angle keep your offering, user journey and key message clear and simple. Lastly, work hand in glove with operators, and be ready to take some short-term losses in order to be around for the long term. This will demonstrate commitment to your operator partners. Remember, many of these operator partners may have been let down in the past by affiliates who have been too short term focused.