Online gambling has rapidly evolved into a multi-billion-dollar industry where casinos, sportsbooks, and bingo sites thrive through affiliate marketing.
Today, we are talking to one of the most prominent figures in this sector, Christoffer Ødegården. He serves as Head of Marketing at Bojoko, one of the biggest affiliates in the UK. Since 2017, Bojoko has been helping Brits find and compare casinos. Since then, it has expanded into sports betting and, as of last year, bingo.
In this interview, Christoffer Ødegården will discuss the challenges of opening a bingo vertical and compare affiliate marketing for bingo sites and casinos in the UK.
What were the biggest roadblocks and challenges to expanding into bingo affiliate marketing in the British market?
The UK is a highly competitive market for online gambling. However, interest in bingo is notably lower than that in casinos. Big casino-related keywords attract tens of thousands of searches monthly, while bingo keywords see just a few thousand.
Despite this, bingo players represent a significant niche, a portion of which is always looking for new sites. Our main challenge has been attracting these players while dealing with fewer search queries and ensuring visibility amidst the larger casino-focused content.
Luckily, as an established iGaming affiliate, we have a built-in user base, many of which are also bingo players. This meant that our bingo vertical could first serve as an added value for our existing players, giving us a foundation as we used marketing tactics to get the word out elsewhere.
What strategies have you implemented to address these challenges and stay competitive?
The first step is building a great product with choice. We focus on constantly updating our site with new UK bingo sites to keep our audience engaged. There are always new bingo sites emerging that provide fresh content for our users. We also have our dedicated bingo expert, Kati Saari, vet, test, and review every site we list. This is the quality our existing user base expects.
Fostering partnerships with new and upcoming bingo sites ensures that we offer our audience the latest and most appealing options. Here, we had great advantages already, as many of our existing affiliate partners already had bingo verticals on casinos we were partnered with before, or they own bingo-specific brands. Making new affiliate deals very easy. The relationship is already there, and they know what we can deliver.
We also cover all bingo queries in depth, ensuring that bingo players have everything they need. A great product that covers everything users are looking for is pushed up in Google. We get powerful signals from our existing user base, and as more user signals come in, our rankings continue to rise. Of course, we also use more traditional marketing and social media to get the word out there, but in affiliate marketing, Google is so often key. Our main challenge now is showcasing that our bingo product is as great as our casino product.
How does affiliate marketing differ between the bingo and casino sectors?
The primary difference lies in the scale and search interest. Casino keywords have vast search volumes, leading to intense competition and higher marketing budgets. In contrast, bingo has a smaller yet dedicated following.
While the interest is lower, almost everything else is the same. Affiliate deals are similar, though often a little lower. Users have similar concerns and questions. Bonus structures and terms and conditions are similar. Our greatest strength, our advanced filters, is still extremely helpful in letting players trim down any list of UK bingo sites until they are left with just the brands that match their wishlist.
Everything is also the same when it comes to compliance. We still need to be very careful with our affiliate marketing. All info must be up-to-date and accurate. All key terms must be listed. There can be nothing to suggest that bingo can be a way to make money. Responsible gambling is key. This is already part of our brand. We know the rules and always put our users and their safety first, so it was a really easy transition.
How is the British bingo market looking at the moment?
The UK bingo market, though smaller, is vibrant and constantly evolving. New UK bingo sites are regularly launched, each offering unique features and promotions to attract players. There is a steady demand for new and exciting bingo experiences. We also see a trend towards more interactive and social bingo games, which appeal to a broader audience.
Are you considering expanding into more verticals beyond bingo?
Our main focus for the foreseeable future will be on the verticals we already have. We will continue to build up our bingo vertical and ensure it is competitive against the top brands. Once that is done, we can’t rule anything out. We are always open to exploring new opportunities that align with our mission and can add value to our audience.
