Affiliate marketing remains a critical tool in the iGaming industry, where successful partnerships drive engagement and revenue. SOFTSWISS, a technology company with over 15 years of experience in iGaming, has emerged as a leader in the space by closely monitoring market trends and delivering tailored software solutions. A recent survey, conducted by global analytics agency Kantar in Q4 2023, reveals key insights into what makes affiliate marketing software successful, drawing on feedback from clients using SOFTSWISS’ Affilka platform.
The survey outlines the most important functional and emotional characteristics that influence the selection of an affiliate marketing platform. As the demand for more streamlined and user-friendly affiliate solutions grows, these insights provide a valuable guide for operators navigating the market.
Key Functional Features for Affiliate Marketing Platforms
In today’s fast-paced digital world, efficiency is paramount. According to the survey, the most important factors when choosing an affiliate marketing platform focus heavily on functionality and ease of use. Respondents identified the following top five functional aspects:
- Fast business communication – Quick and effective communication between parties is vital for maintaining smooth operations and building trust.
- Uninterrupted operation – Ensuring both the platform and referral links operate without downtime is crucial for maximising revenue and engagement.
- Efficient issue resolution – The ability to resolve operational issues quickly and effectively was noted as a key requirement.
- Meeting business needs – Platforms must provide the right tools and functionality to address the specific demands of affiliate marketing.
- Fair pricing – Transparent and competitive pricing plays an important role in platform selection.
While these factors were top of mind for most respondents, the survey also revealed several emotional attributes that shape client preferences.
Emotional Drivers of Platform Choice
Beyond functionality, the emotional connection clients form with their software provider can have a lasting impact on retention and satisfaction. Respondents highlighted several emotional attributes as decisive in their choice of platform, with a particular focus on long-term partnerships. These include:
- Reliability – A provider that offers a dependable service builds trust and strengthens relationships.
- Professionalism and expertise – The competence and experience of account managers were repeatedly praised.
- Top-level service – A high standard of customer service was seen as crucial in retaining business.
- Security – With cyber threats increasingly prominent, secure software solutions are essential for businesses in the affiliate marketing sector.
Valentina Bagniya, Chief Commercial Officer at SOFTSWISS, emphasised the importance of meeting client expectations: “With over 15 years of experience, we prioritise the needs of our clients, analysing market trends to deliver products that support their growth. By sharing these insights, we aim to raise industry standards and drive continuous improvement.”
Affilka by SOFTSWISS: A Case Study
One of the standout performers in the survey was SOFTSWISS’ Affilka platform, which garnered particularly high praise from respondents. Known for its ability to deliver on both functional and emotional aspects, Affilka provides a comprehensive affiliate marketing solution for iGaming operators. Clients singled out several key strengths of the platform:
- Dynamic tracking and postbacks – Affilka’s ability to offer precise tracking and flexible postback options was highly valued.
- User-friendly interface – Easy-to-navigate designs and customisable reports were highlighted as significant advantages.
- Cooperation across products – The platform’s capacity to support multiple products and services within one solution was seen as a unique benefit.
The survey also revealed an impressive 97% satisfaction rate among Affilka users, with half of respondents stating they would recommend the platform to others. The quick response times and accessibility of account managers were particularly noted as major strengths, helping clients maintain smooth operations and resolve issues efficiently.
Anastasia Borovaya, Head of Affilka by SOFTSWISS, reflected on the platform’s success: “Operators appreciate our customisable affiliate compensation plans and rapid data upload speeds. We focus on anticipating client needs and ensuring real-time data synchronisation, all while providing robust infrastructure for uninterrupted traffic flow.”
Market Challenges and Opportunities
While the survey highlights the strengths of leading platforms like Affilka, it also sheds light on the reasons clients might switch providers. The most common reasons cited for ending a partnership included:
- Slow communication (30%)
- Lack of necessary functionality (27%)
- High prices and difficulties with integration and support (23%)
These findings suggest that affiliate marketing platforms must continuously adapt and innovate to stay competitive. Operators are looking for solutions that offer not only comprehensive functionality but also a seamless experience, from onboarding to ongoing customer support.
As the iGaming sector continues to grow, affiliate marketing will remain a crucial component of success. The insights from SOFTSWISS’ client survey underline the importance of offering a reliable, secure, and customer-focused platform, enabling operators to thrive in a highly competitive landscape.
