WITH NO LEGAL framework in place for the type of relationship that a licensed US operator can have with affiliates, this is an area of their marketing that has not received much attention. Many operators that we speak to are unsure of the definition of an affiliate and, in too many cases, affiliates are seen in a negative light. For those that do understand the value, the majority don??™t know where to start; how to find affiliates, what they need, how to manage them, and they certainly have no idea on how to compensate them.
Lest you think that this discussion on affiliates is premature, not only can (and should) land-based operators be using affiliates to drive traffic into their casinos today but, in my opinion, the affiliate community itself needs to be proactive in this regard so that it is not left out of the equation. If the casino operators understand the true value of affiliates to their land-based and proposed online operations, their ability to extend their brand and their re...[more]
