Online Gambling Quarterly: Bet365 is UK’s leading sports betting affiliate advertiser
OGQ has prepared detailed vertical and country-specific analyses to identify industry operators most frequently featured on key affiliate sites
To benchmark operator presence on affiliate websites, the Online Gambling Quarterly (OGQ) investigated the affiliate sites that appear among Google’s top 50 results for 20-30 betting- and casino-related keywords. Researchers then analysed the advertisers/brands (gambling websites) featured on each of the affiliate sites ranked. The number of affiliates that were among the top 50 Google results varies from country to country, and thus had an impact on the overall ranking of advertisers/brands featured. For the final ranking, the OGQ added up all appearances across both verticals and all analysed countries. Though many operators oversee several distinct websites, the teams prepare the analyses based on brands and websites, not individual operators.
Europe overview
LeoVegas and Unibet lead the cross-vertical ranking of websites in key European markets. LeoVegas was featured on 42% of betting-specific affiliates and 72% of casino affiliates. Unibet appeared on 70% of betting affiliates and 44% of casino affiliates. Betfair, Betway and 888 followed closely in the third, fourth, and fifth spots for the European market.
Betting-specific affiliate benchmarking
Across all European markets analysed, Unibet and bet365 are the most active brands on betting-related affiliate websites.
In the UK, bet365 leads the pack, appearing on 87% of sites. Betfair follows at 83%, and third in the rankings is Coral at 77%.
Bet-at-home is the leader in Germany, appearing on 88% of the country’s betting affiliate websites. Bet365 at 87% earns the second spot in Germany, while the Stoke-headquartered operator also shows up on 92% of affiliate sites in Spain.
Snaitech leads in Italy. The operator is showcased on 91% of sites, quite a bit ahead of second and third place Eurobet and Unibet, which appear on 88% and 80% of betting sites respectively.
In Sweden, Unibet, Betsson and LeoVegas are the top operators on affiliate-betting sites.
Casino-specific affiliate benchmarking
LeoVegas and Betfair are the most active advertiser brands on casino-related affiliate websites across the European markets OGQ analysed.
In the UK, LeoVegas is listed on 65% of casino sites. Videoslots (56%) and Unibet (55%) are the second and third most listed on UK affiliates.
Germany’s leader is also LeoVegas. The operator has a presence on 74% of the 86 casino affiliate sites analysed. DrückGlück follows at 62%.
In Spain, Betsson appears on the most casino affiliate sites with 68%. 888casino has a strong affiliate presence as well at 67%.
In Italy, Snaitech leads once again. The operator appears on 87% of casino sites. LeoVegas (77%), and NetBet (70%) aren’t far behind in the second and third slots.
Of the 166 affiliate websites analysed in Sweden, LeoVegas and Casumo are the leading brands.