By: Anastasiia Kapsha, Chief Marketing Officer at Alpha Affiliates

When we look back, even to just a decade ago, we can see just how far the affiliate marketing sector has come and the rapid advances as new technologies and tactics entered the sector. Affiliate marketers have witnessed first hand just how important it is to leverage these technologies and create new strategies to keep pace and engage audiences.

Today, amid the widespread interest in AI to deliver more personalised experiences, and shift to audiences seeking more captivating experiences from Augmented and Virtual Reality (AR and VR), the strategies for building and retaining engagement are changing.

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To stay ahead and foster long-term engagement, affiliate marketers must familiarise themselves with the latest technologies, trends and techniques. Let’s look at the key trends ahead to driving engagement, and retention in 2024.

Leveraging AI to better understand your audience

AI has been much welcomed by marketing professionals, who are seeking more effective and efficient ways to connect with their audiences, and drive more personalised experiences. At Alpha Affiliates, we’re already seeing AI prove invaluable in areas such as banner creation, enhanced analytics and predicting user behaviour.

As well as supporting content creation, AI can amplify the effectiveness of campaigns, ensuring they resonate with the target audience. AI’s ability to analyse past patterns and behaviours, means affiliate marketers gain valuable insights which allow them to anticipate the actions a user will take, and offer more tailored content and promotions as a result.

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In the iGaming sector, engagement is everything. Personalising affiliate marketing campaigns with the help of AI can be a gamechanger. Just imagine being able to predict when a user is likely to become a VIP player, and tailoring your marketing efforts accordingly. This level of personalisation not only enhances the user experience, but fosters long-term loyalty and engagement, as a result.

Embracing AI tools will be crucial in producing more effective, creative and impactful affiliate marketing campaigns in the iGaming sector.

Captivating audiences with immersive experiences

iGaming is all about excitement, interaction and engagement. We find that users want to experience more tangible, fun and immersive experiences. This is where Augmented Reality (AR) and Virtual Reality (VR) can be leveraged to create a sense of realness and blur the lines between the digital and physical world.

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Although AR and VR technologies are still in developmental stages within the iGaming sector, they hold huge potential for captivating audiences and driving engagement. AR and VR can take campaigns in the iGaming world to new heights. Imagine an VR experience that transforms users to a virtual casino, surrounded with lifelike graphics and social interactions. By offering these immersive experiences, affiliate marketers can create “pinch me” moments that leave a lasting impression and foster deeper connections with their audiences.

Diversify your strategies to reach different audiences

The future is multi-channel. Diversifying content and communication channels is key to engaging different audiences across different platforms, and retaining them.

What is the most effective way to connect with your audience? How will they respond? These are a few of the key questions to ask yourself as an affiliate marketer working within the iGaming space. With these considerations, you can work out the best strategy based on your targets. It could be crafting blog posts that resonate with industry enthusiasts, or leveraging influencer marketing to tap into niche communities.

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Taking a multi-channel approach that looks at diverse strategies, affiliate marketers can ensure that they can reach different audiences globally and provide value in a way that aligns with their audiences’ unique preferences, interests and tastes.

The reality is, the sector is constantly evolving. And with the introduction of new technologies and trends, affiliate marketing strategies have to evolve too. By embracing the latest technologies, diversifying communications with different audiences, and prioritising personalisation, affiliate marketers can position themselves for success in 2024 and beyond.

Sportradar’s Managed Trading Services See Significant Global Adoption in H1 2024

Notable client wins in South America and Africa highlight growth

Sportradar has significantly grown its Managed Trading Services (MTS) clientele in the first half of 2024, welcoming 44 new sportsbook operators to leverage its versatile and advanced operational capabilities.

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MTS offers operators a customisable sportsbook management solution, enabling them to decide the extent of their in-house management or opt for external support. The solution enhances trading efficiency through AI and automation, facilitating real-time price adjustments and robust risk management. Year-to-date, Sportradar has processed more than 3.5 billion betting tickets via MTS for more than 200 clients, positioning the company as a global leader in liquidity among top bookmakers.

MTS provides operators with access to Alpha Odds, its AI-driven personalised odds technology.  16 of this year’s new MTS client intake have set-up their betting offerings using Alpha Odds, which last year boosted client profits by an average of 10% compared to a traditional odds solution.

Geographically, the adoption of MTS has been strong in South America, where Sportradar has emerged as the preferred partner for operators aiming to capture market share in newly regulated territories. In Brazil, 11 sportsbook operators have selected MTS, alongside significant client wins in Colombia, Ecuador, and Mexico.

In Africa, Sportradar added 13 new operators to its existing base of 35 clients across multiple jurisdictions in the region during the first half of 2024.

Moreover, Sportradar’s MTS has garnered traction across other regions including APAC, Europe, and the U.S., underscoring its global appeal and operational effectiveness in diverse market environments.

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Michael Gandolfo, EVP Global Sales at Sportradar said: “As the market evolves and competition increases, operators more than ever need a partner to help them reduce time to market and establish a unique client offering. MTS provides sportsbooks with the technology and expertise they need to realise their business objectives in a hyper-competitive landscape.”