Local, European affiliates target Asia’s growing online sector

Affiliate and performance marketers are increasingly targeting Asian markets, with both local start-ups and established European firms chasing after a slice of the fast-growing online sector. At February’s London Affiliate Conference (LAC), a typical grumble among delegates was that Europe’s major operators no longer value their affiliates, instead preferring to direct the majority of their marketing spend to television and other digital channels. While a number of prominent Asia-facing brands have invested heavily in high profile sponsorship deals, particularly with European football clubs, they tend to be locked out of local television marketing in a way operators in Europe’s regulated markets are not. As such, a greater portion of marketing spend is directed to digital channels, and affiliate marketing remains a critical part of the mix. Most major Asia-facing operators run substantive affiliate schemes, including Dafabet and 138.com. “The opportunity for igaming affiliates in Asia is very promising,” Jonathan Casuncad, founder and chief...

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