Asia affiliates begin to come of age

online Gaming

The Asian igaming sector continues to attract high levels of interest from betting and casino operators targeting markets such as Thailand, Vietnam or Indonesia and, of course, China; which remains by far the biggest of them all. The focus is very much on operators, especially from the mainstream business press in the UK, which frequently questions the sponsorship and marketing activities of brands that have no market share in the UK or speculates about the amount of betting business a behemoth like Bet365 generates from China. Less discussed, but no less important, is the role affiliates play in the region. There are obvious reasons for this. The affiliate sector is less developed in Asia, customer habits are different than in Europe and acquisition strategies have catered to them accordingly. However, for all the talk of scale and, for some, vast profits, it’s important to point out that getting the basics right when...

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