In the lead-up toΒ SBC Summit Americas,Β iGamingExpertΒ and Affiliate Leaders had the opportunity to speak withΒ Mike Murphy, President ofΒ BettingUSA.com, who shared insights into the companyβs quality-over-quantity approach, the role of compliance in building operator confidence, and essential advice for affiliates entering the North American market.
Since its founding in 2013, what have been some of the most pivotal moments in BettingUSA.comβs journey, and how have they influenced the companyβs direction?
Michael Murphy:Β The first pivotal moment was being approved for our first license, which was in New Jersey.Β The next pivotal moment for us was when PASPA was overturned. Those two events firmly entrenched our plans for the US market for the foreseeable future.
We spent the next few years securing all additional licenses needed to be active in the market and put a renewed focus on compliance to ensure operators were confident in our long-term ability to navigate the complex waters of adhering to various state regulations.
In the U.S. thereβs a trend toward market monopolization, with major players dominating the gambling space. How does this affect smaller affiliates, and what measures can they take to remain competitive?
MM:Β The affiliate market in the United States is becoming increasingly unfriendly to smaller affiliates, and I think that is a mistake operators are making. Not only do operators pay much higher commissions to super affiliates, but many of those media companies are primarily engaged in promo code marketing, which, in my opinion, doesnβt add much value to the affiliate/operator relationship.
Smaller affiliates looking to enter the market should focus on genuinely bringing new customers to operators via tools, technology, and content that resonates with users.
With increasing concerns about gambling addiction, the role of VIP schemes, and the scrutiny over gambling advertisements, how does BettingUSA.com ensure compliance and promote responsible marketing?
MM:Β Iβm proud of how seriously BettingUSA.com takes compliance and responsible marketing. We react quickly to requests from operators, continually monitor our responsible gambling disclaimers, and actively audit our reviews to ensure we are providing up-to-date and current offers.
Sometimes, this is challenging, especially when we review over 100 operators and only partner with about 25. But we find it important to maintain compliance and accuracy for our readers regardless of our affiliate relationships.
At one point, we created the β1% initiative,β where we dedicated 1% of our revenue to problem gambling efforts. However, we tried to recruit other affiliate companies to join us and ultimately didnβt receive any interest. We eventually suspended the program, but we still donate a portion of our annual revenue to problem gambling efforts we support.
Iβve personally witnessed the turmoil that problem gamblers go through; it can be very ugly, and I feel very strongly that if Iβm going to be a part of the gambling industry, I have to be able to sleep at night.
Spending a portion of my time ensuring we provide helpful content on responsible gambling is very important to us as a company.
The integration of emerging technologies, such as artificial intelligence, is transforming the gambling industry. How is BettingUSA.com leveraging these technologies to enhance user experience and perhaps the efficiency of its employees?
MM:Β We are watching the AI space closely, having already secured the domains SportsBettingAI.com and OnlineCasinoAI.com. Like many, we use AI tools to help edit and proofread our content, but at this point, we still feel that only our own personal expertise is better qualified to write the level of content we provide.
Although the technology is improving rapidly, we do not engage in βcontent at scaleβ and prefer to carefully craft one page at a time. This puts us at a disadvantage compared to bigger teams at large media companies, but that is not new for us.
We compete in our own way, and a large part of our time is spent updating and improving existing content rather than just trying to publish as many pages as possible.
In a saturated market, delivering unique value is crucial. What content strategies does BettingUSA.com employ to engage its audience and differentiate itself from competitors?
MM:Β We spend about half of our time improving existing pages and regularly reviewing our content to ensure accuracy and timeliness. We donβt believe in publishing a new post for every single step in the legislative process, instead, we wait for substantive developments in a market.
This enables us to quickly update and improve our existing content and limits the amount of out-of-date content that is published long-term. I notice a lot of affiliate websites have very old, outdated content that can potentially confuse users.
As new bills pass, others fail, and regulations and tax liabilities evolve, we aim to be an accurate resource for information, not just a promotional website.
Having discussed the challenges of affiliate licensing in the U.S. previously, have there been any improvements or new hurdles in recent years? What advice would you offer to affiliates entering the market?
MM:Β One of the most notable trends we have seen is the move away from licensing affiliates. Most of the recent states to launch sports betting have not required affiliates to be licensed, especially those only promoting on CPA models.
I would advise new affiliates to first secure a New Jersey license, as itβs one of the easiest to attain and is also free. This will show operators you are serious about the business and will hopefully open the door to affiliate contracts. I would also advise focusing on the states that have a simple licensing process, especially big markets like Illinois and Ohio, which donβt require licensing at all.
With SBC Summit Americas in Fort Lauderdale bringing together key industry players, what discussions or insights are you most looking forward to at the event?
MM:Β Iβm really looking forward to attending the SBC Summit Americas. Florida is one of my favorite places to visit, and SBC shows are always my favorite to attend.
The conference panels are great opportunities to learn about the direction of key markets, especially in these uncertain times with changes to the search landscape and a growing focus on profitability.
Additionally, the networking opportunities, my favorite part of the SBC events,Β the networking events, are unmatched. Iβve developed some great relationships with other affiliates over the years and met some exciting industry disruptors who are creating the next big things in iGaming. I never fail to meet someone new that turns into a long-term connection. It is also a great way to connect with colleagues, some of whom I only get to see at SBC events.
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Source: iGaming Expert