TO WHALE OR NOT TO WHALE? THE COST OF HUNTING BIG BETTORS


why affiliates should consider the pros and cons of marketing to high depositors before casting a net to catch big-betting whales.


“TO WHALE OR not to whale?” is a question that many affiliates face when it comes to the topic of marketing to high- rolling depositors. These big bettors, more commonly referred to as whales, can bring in some serious revenue but their often- unpredictable behaviour can come at a price. If you’re undecided about the topic of whales, there are some factors that affiliates may want to weigh before throwing a line to high rollers.

Is a whale just a big fish in a small pond?

Depending on what niche of the gaming industry you target, just exactly who.qujljfies as a whale can vary greatly.
To some-affiliates, a whale is a player who gambles four or five figure hands-, in a poker room while to others, he can be a casino player who makes three $100 deposits a week.

Affiliates should manage their expectations before trying to catch a whale or two. It’s unlikely that high rollers at the Bellagio are playing online slots at home in their boxers. The whales do exist online, but affiliates should ask themselves how much effort they want to put into capturing these big bettors.

Marketing to whales

If turning whales into depositors is important, high-quality content is crucial to capturing this demographic. The key is targeting these big bettors by their preferred gaming niches.

Affiliates in the sportsbook niche, for instance, should get acquainted with the demographics of various fan bases. Fans of national soccer teams from Dubai and United Arab Emirates are going to have much different social and economic demographics than say, fans for the University of Idaho’s football team. Being attuned to the interests of these different demographics can make or break what sort of content is presented.

With a bit of research, affiliates should be able to geo-target what types of sports, teams and games attract high-worth players. Keep in mind that radical site or content changes could alienate the player base you’ve developed over time - and the base that could end up making more deposits in the long run. Your Kuwaiti soccer information may not appeal to your loyal American football bettors.
 
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