Good Morning. While it’s true there was a surge in online activity during Covid, it wasn’t necessarily a bonanza for Asia’s affiliates industry. Competition is rising rapidly as a growing number of affiliates seek to target the region, meaning that good quality content has become essential for anyone to succeed. In today’s Deep Dive, we hear from experts in the industry about some of the key elements that have changed in Asia’s affiliate space over the past few years and about the main ingredients for successful affiliate marketing.
What you need to know
- A group of venture capitalists wrote to India’s finance minister urging him not to implement a proposal to impose 28% GST on total deposits instead of GGR.
- Genting Singapore’s full year earnings forecast has been hiked 78% by Maybank following a faster-than-expected recovery at rival Marina Bay Sands.
- NagaCorp said its founder Dr. Chen Lip Keong has simplified the shareholding structure of his stake in the group for succession planning purposes.
On the radar
- ASEAN 2022 starts today in Manila, with workshops, welcome reception.
- Independent inquiry into SkyCity Entertainment calls for public submissions.
AGB Intelligence
DEEP DIVE
Content king as Covid boosts competition in Asian affiliates
The affiliate market in Asia’s online gambling industry is expanding, with Covid giving an additional push, but any website without deep and local content will struggle to survive. As the pandemic forced people to stay at home there was a shift to online in all aspects of daily life, but it proved a mixed blessing for Asia’s affiliate industry. It’s true players shifted online, but there was also a major hit to consumer spending power as companies furloughed workers.“Operators and affiliates had to restructure the way they have been working by sending everyone to work from home and this had an impact on acquisition and payments,” said Dov Allin, CEO of Marketing Cross Media. “Acquisition and player value rose at the beginning as players had more time to play from home. But if your business grew more than 25 percent in 2021, well done.”
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