Finding a USP in CPA
It used to be easy to acquire good-value players in the UK, says Converge Media director Julian Morel, but not anymore. Read his tips to turn that frown upside down.
ITused to be easy to acquire good-value players in the UK.
The affiliates did most of the hard work, and if you had an attractive enough affiliate manager or one with a big expense account that could drink enough, you got a piece of the pie.
But savvier operators realise this gold rush is over as online-driven affiliate revenues are drying up.
As a small operator, you may be shaking your head, because your affiliate team got 500 real-money sign-ups this month through online affiliates.
But have a look at your real lifetime player value “ not your first month’s player value “ and track it to individual affiliate streams.
I wager that some of the affiliates you thought were performing brilliantly are just regurgitating the same old traffic to your operation as they will to another operator next week. If they are on a CPA deal, they’re laughing!
But there are plenty of other ways to get strong player value.
Last year, TV advertising prices dipped to 1980 levels, and there are still potential players out there who have never played online bingo or casino. The tricky bit is not reaching them “ it is converting them into real money, retained players, and one of the best ways to do this is to differentiate by appealing to something other than bingo.
For instance, a section of women may be interested in losing weight as well as playing bingo, two activities I imagine rarely go together.
Give them a pedometer and reward them based on how many steps they take per day as well as bingo play, and they have a reason to remain on your site.
You also have a decent “Bingo Wings” PR story.
Or if you want to make proper money, really differentiate by getting your own bingo TV show.
It isn’t as expensive as you might think.