How and why casino brands die: the most common reasons

Many believe that choosing gambling in affiliate marketing is a guarantee of success and astronomical profits. 

However, there are many aspects to this niche, without which numerous casino brands have failed right from the start.

In this article, you will learn how and why casino brands die. Read on to find out how to save yourself and avoid becoming one of the market’s casualties.

Performance at the start: a good idea or a path to failure?

One of the most common reasons is the lack of a clear strategy. Most people think that they will start attracting users with bonuses, which will lead to popularity and prosperity. However, they are mistaken. Bonuses and promotions at the start are a common trick. It really attracts users and keeps you on top for a while. But it can’t last forever, you can’t live on bonuses forever 😉.

As soon as the bonuses run out, players go to other platforms. Offers burn out, and the price of leads skyrockets. 

Bonuses are just an illusion that temporarily keeps people interested in your brand.

So here’s our answer: without a strategy, there is no success. It all starts with that. Your brand is your recognition — your uniqueness. Affiliate marketing has never been about “shortcuts” and intuition. It’s always about a system and a clear plan of action.

What is retention, and why do we need it?

Retention is what keeps a player active and generating revenue. Retention can be measured by the following metrics:

• Retention rate D1/D7/D30/D90 — the percentage of players who have returned.
• Survival curve — “viable” players.
• Churn rate — the percentage of players who have “left,” i.e., been inactive for a certain number of days.
• NGR (net gaming revenue) per person.
• LTV — lifetime value and payback (payback period).
• Deposit velocity — deposit speed and information about them.
• Conversion: Reg > KYC > FTD > 2nd deposit > 10th deposit.
• Payment funnel — approve rate, payment refusal, percentage of retries.

In other words, it is a CRM with well-thought-out funnel stages. At each stage, different measures, interaction mechanics, offers, etc. are applied to players. This is what helps retain users. If a user has registered but has not taken any further action, this is picked up and bonuses are sent to them via SMS, push notifications, etc. The same is done when a player has made a deposit but has not continued.

Which products are top-notch and which are “junk”?

First, money

• Top product: the process of replenishment and withdrawal is simple and works quickly and stably. There are no hidden commissions, and the exchange rate is transparent.
• Trash: A bunch of additional checks after winning, commissions pop up at the last step, and there are cases of withdrawal cancellation. Instead, they offer to play again.

Second, convenience and speed. 

This applies to both money and other points.

• Top product: the mobile version works well, there is no banner overload, nothing glitches, there is a clear history of games and transactions. The search bar also works well and allows you to search by various criteria.
• The downside: you enter the lobby, and you are immediately bombarded with ads. You will not be able to view your game history when you receive a bonus, as your connection will inevitably drop or crash. If you want to find something, you cannot rely on the search bar.

Thirdly, support

• Top product: 24/7 live chat where you get instant answers. There is compensation for losses in case of errors, etc.
• Trash: meaningless answers that don’t help you in any way, decisions are delayed, and disputes are clearly not resolved in favor of the player.

Fourth, bonuses and general rules

• Top product: simple game conditions and bonus rules. The user understands everything and doesn’t have a bunch of questions. If the bonus is canceled, you keep your real money. The withdrawal limit is announced in advance, so there are no unpleasant surprises.
• Trash: the rules are full of fluff and lack substance. Hidden betting limits, reduced winnings, and many other dirty tricks that lead to nothing good.

Performance and media coverage

Influence is a very good and high-quality asset, as the opinions of leaders really encourage and retain players. However, for this picture to remain stable, players must see such integrations on a regular basis.

Media coverage shapes brand awareness and trust in it. Thanks to it, clickability increases, and the cost per click and deposit price decrease.

However, remember that working with influencers is only part of shaping your brand’s image and assets on your page. First, you need to build everything clearly, and only then move on to collaboration. An influencer can recommend something, and people will follow the link. But in order for players to stay with you, those recommendations must be justified. 

In summary

Brands that last a long time are primarily those that have a clearly defined strategy. Your strategy shapes your image. First, you make a high-quality product and test it. You make sure that players who visit your site don’t leave with a nervous breakdown, but on the contrary, want to come back again. 

Once the system is up and running and everything is working as it should, you can work on performance. Working with influencers will give you good traffic and boost your assets. If you’ve done everything right, many players will stay with you and continue playing.