The Indian gambling market is one of the fastest-growing in the world. News about the gambling industry in the country shows that it has great potential for further development.
Like in other regions, affiliate marketing in India can become an effective tool for promotion. However, it has several peculiarities that are worth considering before starting to work with affiliates.
Things to know ahead of going into affiliate marketing
The SBC Digital India speakers have confirmed the fact that India is gaining momentum in the gambling industry because it develops much from the technical and human resources side. It is one of the biggest markets in terms of GGR. In addition to this, Internet coverage continues to expand with more and more people getting access to it. It means that the promotion of gambling services through digital channels is a good idea for operators.
At the same time, they should pay attention to several aspects, which influence this vertical. According to Dmitry Belianin, CMO at Parimatch International, one of them is language as Indian people speak different languages across the country’s regions. GDP and population are top factors to consider before picking the city for marketing as well.
Rafael Costa, Affiliate Manager at Betwinner, has added that another key point is localization. While running marketing campaigns, operators should offer players products, which are familiar to them, and they should be able to recognize them. For example, speaking about sports betting, bookmakers should understand that people in India are much into cricket. The cricket betting market is huge.
The expert has said that mobile optimization of websites is also extremely important. The mobile penetration rate is high, and this traffic in the country is increasing constantly. Focus on handheld devices is a crucial aspect to consider for those who want to enter the market. Mattias Bergehed, Co-Founder and Managing Director at ENV Media Ltd., has supported this idea emphasizing that operators should know what devices are in most common use. The majority of Indian users prefer Xiaomi, and it is important to bear this in mind while creating an interface.
The event speakers have discussed effective social media channels that work well in India. They are equally of the opinion that Telegram is the most common communication method in the country. Affiliates who run Telegram chats and channels can be really helpful for the gambling business. Affiliate marketing through Facebook groups can be effective as well. SMS as a marketing channel has worked great earlier but now due to restrictions, mobile operators block messages containing words related to gambling.
In conclusion, the conference participants have said that affiliate marketing is cheap in India. However, to use it properly, operators should target. The cost of trying is low in the country, which allows business owners to analyze and test their marketing strategies. Although the market is at the very beginning and requires a couple of years to mature, currently, the revenue share model is the best option to choose for affiliate marketing.
Read more: Tips on choosing CPA networks
Read more: What is GGR in gambling?