Promoted content

Why affiliates must focus on slots content 

Araminta Hannah, director of content marketing agency Ghostfoundry, says affiliates must now have a comprehensive content strategy for slot games

When it comes to content, the majority of online casino affiliates divert tremendous resources and time to creating key ranking pages for the most common search terms.

I am talking about high-volume search phrases such as “new online casinos”, “best online casino”, “PayPal online casinos” and “live dealer casinos”.

This is because these search terms have been identified by online casino affiliates as the greatest drivers of traffic primed and ready to be converted into new sign-ups and first-time depositors.

But the competition for these search terms is fierce and, in reality, only those ranking on page one of Google will enjoy significant click-throughs to their sites.This means that online casino affiliates must create content around other topics that will also drive relevant traffic, at scale, to their sites.

For some, this has meant re-writing their online casino reviews so that they are comprehensive and thorough. For others, it has meant creating guides and how-tos.

But perhaps the most effective way affiliates can draw potential players from the SERPs is to create content around the thousands of online slot games now available at most online casinos.

Operators themselves understand that content is king when it comes to enticing players to their brands and to keep them wagering over time.

Where once bonuses and promotions were used to keep players coming back for more, now operators are using slots to draw in the crowds and keep them spinning.

This is why even the most established operators such as 888casino are constantly adding more online slots to their already impressive game lobbies.

For 888casino, this has meant not only adding games from established developers like Yggdrasil Gaming and Pragmatic Play but new studios like Northern Lights Gaming.

The decision to bolster its game lobby with hundreds of new titles is one of the reasons why 888casino picked up the trophy for Online Casino of the Year at the EGR Operator Awards 2019.

The operator has also built a formidable reputation for offering exciting tournaments, localised payment options, rapid transaction times and top-rated customer support.

By working with such established and reputable online casino brands that also offer their players a huge range of slots, affiliates can take their traffic numbers to new heights.

Finding out more

Players are keen to learn about the latest slot titles set to hit operator portfolios and want to read reviews about games as soon as they launch. This presents a huge opportunity for affiliates to work with slot studios and online casino operators to create content around slots.

This includes things like:

-Game previews and reviews

-Interviews with developers

-Behind-the-scenes at game studios

-Guides to how games are made

-Live streams of affiliates playing the latest games

Affiliates should look to create content in partnership with all game studios, from the titans of the industry to the start-ups pushing boundaries and bringing something new to the table.

This means forging relationships with developers, which can be easier said than done. The emergence of platforms such as First Look Games certainly help in this regard.

Alternatively, affiliates should look to meet with game developers at industry conferences or simply reach out to their marketing teams via email.

But forging relationships is just the start. It is really important for affiliates to have a content plan and strategy in place to make sure previews are being written pre-launch and reviews published as soon as the game hits operator lobbies.

This is particularly important when it comes to monetising game reviews – players are sent direct from the game review to the affiliate’s casino partners offering the game.

But with hundreds of games launching each month, affiliates must be organised and also identify the developers that their readers are most interested in.

Operators can also help affiliates by notifying them when they are about to introduce a new developer to their portfolios. It is in their best interest to do this, of course.

Some online casino affiliates have already switched focus to creating content around online slots games and launches, building thriving communities of engaged online casino players in the process.

For those wanting to continue to engage new players in the SERPs and directly, ramping up content production around slot games is an absolute must.

While it is undoubtedly a resource-heavy undertaking – especially in the early days when a back-catalogue of game reviews needs to be written and published – it is ultimately a rewarding one.

Araminta Hannah, Ghostfoundry

Araminta Hannah is a digital marketing specialist with a decade of experience working both in-house and for big-name agencies. She specialises in SEO and PR.

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