Inside Asian Gaming

December 2016 inside asian gaming 21 ago,” explains Nick Senyard, Managing Director of affiliate marketing, business intelligence and SEO service provider Income Access Group. “When we started in the industry, mobile gaming wasn’t even there. Even though mobile gaming launched way before iPhones and Androids, it didn’t start penetrating into gaming until 2010. That’s a different concept for people that have only been in the industry for five years because a lot of brands these day are doing 50% to 60% of their acquisition through mobile. It shows you how technology impacts on the business.” Understanding how the acquisition of players has changed over time – and the various avenues involved – is crucial when it comes to developing strategies in the present day. A decade ago, for example, it seemed obvious to all that the growth of iGaming would be centralized in the United States iGaming in Depth iGaming Blue Pages service most iGaming sites used to attract customers, which forced another shift in thinking for the industry and led to the use of affiliates instead. Fast forward to 2016 and it is the rising cost of having so much competition that dominates the current landscape. “If you squeeze that down to one of the most popular and volume driving channels, which is PPC, it’s becoming more and more costly to get a decent ROI through which had both a long history of land- based gaming operations and access to the latest online technologies. Instead, the sudden introduction of the Unlawful Internet Gambling Enforcement Act of 2006 (UIGEA), which banned online gambling sites from accepting player payments in the US – essentially rendering them illegal – drove the industry to Europe. A year later, in 2007, Google and Yahoo stopped offering the Pay-per-click (PPC) “The global iGaming market had soared to a volume of US$35 billion by 2013, will reach US$45 billion this year and is predicted to hit US$55 billion by 2018.”