Through the launch of its new Employee Value Proposition (EVP), Game Lounge has embarked on a transformational period, as newly appointed CEO, Richard Dennys, places a people-centric approach at the forefront of their focus.
We caught up with Dennys about this approach and the evolving state of play for affiliates marketing in igaming, analysing recent changes to Google and the importance of data maximisation.
Do you think AI can evolve the way affiliates engage with players?
Absolutely. AI can enhance the affiliate model by enabling personalised experiences for players. Through AI-driven tools, affiliates can analyse player behaviour in real-time, delivering content, promotions and offers that align with individual preferences. AI also helps affiliates optimise strategies more effectively, improving engagement and boosting conversion rates. The use of AI is already showing promising results in some of our back-office functions in tracking player referrals across multiple operator systems.
What challenges have come off the back of the most recent Google updates and how crucial has it been for affiliates to adapt?
Google’s updates, especially those focusing on user experience and content quality, have presented challenges for affiliates that rely heavily on SEO-driven traffic. With the advent of automated bulk content and media generation systems in recent times, Google has faced a massive quality control issue and the recent updates through 2024 has been evidence of this and has already learned the signals to prioritise helpful content.
More than ever, affiliates must continue to prioritise high-quality, engaging content and ensure their websites provide a seamless user experience with high rates of engagement. Those who haven’t adapted risk losing traffic and relevance, but those who embrace these changes will find more sustainable success in the long run from organic traffic sources.
Why is it so crucial the affiliates hold effective data strategies and maximise the wealth of data they have?
Data and the insight it can provide is the lifeblood of successful affiliate marketing. Affiliates need robust data strategies to understand user behaviours, segment audiences effectively, and optimise campaigns in real-time. Data-driven insights allow affiliates to fine-tune marketing efforts, improve ROI and deliver better player experiences. Those who leverage data effectively can create a competitive edge in an industry that relies on precision and personalisation. As access to and deployment of AI and machine learning techniques improve, we are likely to see a great deal more intellectual capital begin to be developed in this critical area.
Can you give us more details about the Game Lounge company ethos and how it has evolved in recent years?
Game Lounge is now laser-focused on leading innovation within the igaming affiliate industry. Our ethos is deeply rooted in being customer-centric while nurturing a culture of collaboration and continuous improvement. Now, we’ve placed a stronger emphasis on building a supportive and dynamic environment for our team, underscored by our employee value proposition (EVP) to, “Level Up, Leap Forward,” which aims to empower employees to thrive both professionally and personally. This evolution mirrors our commitment to driving excellence, not just in business outcomes but also in how we support our talent and teams around the world.
Are you able to give us some more details about Employee Value Proposition and why they are so crucial to boosting company performance and morale?
As mentioned, our EVP “Level Up, Leap Forward” message, will be key to nurturing a motivated, engaged workforce. It’s designed to show our team members whether onsite or remote, that they are not just contributors to a company machine, but are essential to our growth and innovation. By fostering an environment where personal development and professional growth is at the forefront, we believe our team will be more driven and motivated, which many studies have shown to directly influence company performance and employee retention. During our summer months we worked a four-day week too which had very positive results all round for motivation and morale.
Do you think operators can tap into influencers in order to engage with new audiences?
Yes, of course. Influencers in our case are more likely to be streamers and are a potentially untapped resource that operators can leverage to engage with new audiences, particularly emerging demographics who are already accustomed to consuming gaming-related content on platforms like Twitch and YouTube.
These influencers have built trust with their communities, offering a unique way for operators to reach engaged players authentically. The key will also be to respect responsible gaming and be compliant with appropriate player safety safeguards.
What role do you believe affiliates can play when it comes to helping operators break into merging markets?
Well of course we feel that affiliates are essential. We offer a fast route to operators entering emerging markets due to their local knowledge and established player acquisition channels. Affiliates such as ourselves at Game Lounge can offer operators insights into regional preferences, trends, and regulations, making market entry smoother and more successful. We serve as a bridge, localising global content and strategies to fit the cultural and legal nuances of new markets.
What impact do you think the banning of X (Twitter) will have on affiliate marketing strategies in Brazil?
Personally, I am not a big fan of X (Twitter) and its manipulation of the echo-chambers it creates and thrives amongst. The potential banning of X in Brazil will obviously disrupt affiliate marketing strategies that rely on social platforms for traffic and engagement. But any decent, sizable affiliate will have a broadly diversified channel mix and should be able to invest in alternative social media platforms or direct content strategies to mitigate this impact. Building strong SEO, email marketing and partnerships with local influencers could become even more crucial in compensating for the loss of such a key platform in an emerging market such as Brazil.
