"Sonny Cott: Why Standard KPIs Fall Short in Capturing the Complete Picture of Affiliate Partnerships"

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Reflecting on this summer's iGaming conferences, it's evident that affiliate traffic remains one of the most crucial yet costly acquisition channels in the betting and gaming industry, contributing up to 60% of total player intake. However, are operators evaluating the right success metrics? Sonny Cott, Chief Insights Officer at beBettor, emphasizes the importance of assessing the wealth profile of affiliate traffic, a crucial but often overlooked factor for iGaming operators. Q: Given that affiliate traffic constitutes a significant proportion of new player acquisitions for operators, why is it essential to reevaluate how it's measured? Affiliate traffic accounts for 30% to 40% of all iGaming operators' traffic, with commission rates reaching up to 50% revenue share. While affiliates are undeniably valuable, many operators spend millions without adequately assessing the financial capacity of new first-time depositors. This means acquisition costs may not align with the long-term potential of the players acquired. While operators can understand player value over time through long-term affiliate relationships, relying solely on this retrospective view can be too late. Adjustments in spending or customer engagement need to be made in real time. Affiliate traffic is dynamic; even reliable, long-term affiliates may change acquisition strategies or experiment with new content formats, altering the value profile of incoming traffic. With an influx of new affiliates, especially as more markets become available, there's growing unpredictability in the quality of players routed to operators. Real-time wealth data becomes crucial, offering operators a forward-looking indicator and enabling them to verify quality from the outset. WealthScore™ provides a new perspective for optimizing affiliate strategy by allowing operators to evaluate the wealth profile of players immediately upon sign-up. The system ranks individuals on a scale from 1 to 10 based on their position in the Great British wealth bracket. A score of 10 signifies a player is among the wealthiest 10% of the population, whereas a score of 1 places them in the bottom 10%. This tool has the potential to reshape how operators assess the quality of affiliate traffic. Q: What are the practical benefits of this segmentation approach? Affiliate marketing typically relies on metrics like sign-up volumes or first-time deposits, but these superficial KPIs overlook a vital question: what type of players are being acquired? Two affiliates may deliver the same number of new players, yet those groups could have dramatically different value profiles. One might attract players averaging a score of 3, likely offering a low lifetime value (LTV), while the other might convert more financially robust players with an average score of 8. This latter segment is more likely to engage over the long term, demonstrate a higher propensity to spend, and potentially evolve into high-value customers. Operators aiming for success must transition from a volume-focused mindset by segmenting new players based on their relative wealth, redefining what quality affiliate traffic means. With this data, operators can reward higher-quality affiliates with better revenue-sharing terms, exclusivity, or additional advertising investment. Conversely, underperforming affiliates can be reassessed or motivated to adjust their targeting strategies. Q: Beyond the initial acquisition, what are the broader business applications of player wealth data? The value of WealthScore™ extends beyond affiliate management. Generated instantly at sign-up, player wealth scores unlock strategic segmentation from the first player interaction. The real-time algorithm enables CRM teams to immediately tailor welcome offers, allocate budgets more intelligently, and refine marketing strategies. It's also possible to customize user journeys based on wealth segmentation and enhance retention strategies accordingly. In a market increasingly dominated by tight margins and evolving regulations, operators need these early-stage indicators to prioritize real player value rather than pursuing acquisitions at any cost. Operators can now assess affiliates not just by conversion rates but through player wealth data. By incorporating WealthScore™ into their broader business intelligence platform, brands can conduct LTV modeling and tailor bonus strategies aiming at long-term value. Q: What is the key takeaway for operators? Not all traffic is created equal. Affiliate performance should be judged on more than just conversion rates and first-time deposits in a sector where user churn rates and acquisition costs are high. With WealthScore™, operators can acquire clear, data-driven insights into the long-term potential of affiliate-sourced players, transforming affiliate marketing into a more efficient, profitable, and sustainable channel.