General Information About
Affiliate Management Department
The Affiliate [Management] department is one of the market branches of VBET, and more specifically, it is the Performance Marketing department of VBET.
Performance-based marketing, also known as performance advertising or performance marketing, is a marketing term for a form of advertising in which a business pays for marketing activities carried out through third parties, when there is a specific measurable outcome-action, such as clicks, registrations, downloads or sales Its purpose is to take a specific action, and advertisers only pay when a desired action, such as an acquisition or sale, is completed.
Meet Our Team
Andranik Karapetyan
Head of Affiliates
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Affiliate Management Department
In other words, the Affiliate department (unlike other marketing departments) works on a specific result. VBET's Brand Awareness, how many people saw the banner, and how many people clicked on the link posted there, is not relevant in this case. For the Affiliate department, more measurable, physically expressed indicators that show the presence of results are important: how many people have become paying customers( made deposits) after signing up up with a specific link, how many deposits were made, how much money did the company make and etc.
In other words, only the final numbers are important: GGR [Gross Gaming Revenue], NGR [Net Gaming Revenue], Bonus Cost. The Affiliate department tries to return all the investments that the organization made in traffic [flow of potential customers/players], trying to obtain financial profit from this movement as quickly as possible. The goal of the department is to reach the best quality traffic possible within the budget it has. Here we can also mention an important marketing indicator, which is naturally paid attention to when working in this department: ROI [Return on Investment].
It is clear that the department works with affiliates. "Affiliates" are the partners that bring new customers. Basically, we are talking about online partnership that is conducted within the boundaries of the white market in developed and regulated regions, where almost all residents use modern equipment (smartphones / laptops / etc.). Affiliate department works with VBET brand worldwide. Any individual / legal entity, organization, company or website can be a partner. The department has more than 100 partners worldwide that bring new customers. Although the department works closely with the Media Buying (which pays for viewing advertising banners) and Partnership (which buys sponsorship packages) departments, unlike them, it is important for Affiliate to pay attention to CPA [Cost Per Action] indicators.
Cost Per Action [CPA] is a pricing model where marketers pay ad networks or media sources when a user performs a specific action (such as making a purchase) after engaging with an ad.
The department finds, communicates and onboards partners / affiliates who bring new players / customers / users to VBET. For a job well done, the organization provides a commission to these partners based on the number of new customers or the revenue created by them. To get a clearer idea, we can compare the Affiliate system with Refer-A-Friend promotions that we can find on many websites. Unlike the latter, Affiliate is handled by specialists in the given business, and almost never personally know the people involved.
The main functions of the Affiliate department are:
The main function of the department is to provide the aforementioned (profitable) traffic via the given means:
- Websites - mainly rating websites (eg Oddschecker.com; Eurosport.com; etc.).
- Buying Social Media Traffic - can be a partnership on any social media (eg Facebook page, influencers, groups, etc.).
- SEO [Search Engine Optimization] - traffic purchase - the goal of SEO is to increase the number of website users by increasing the number of website visitors (traffic) coming from search engines, which in turn increases the accessibility of the brand in search engines. If a website ranks high in search results, it gets more SEO traffic.
- Streamers - an online or live streamer is a type of social media influencer who broadcasts themselves live to an audience on the Internet. Basically, we are talking about players who have the ability to attract their audience to our sites.
The current positions in the Affiliate team are:
- Head of Affiliates [1]- team manager. manages budgets, large affiliates, processes optimization, etc.
- Operations Specialist [1] - assists in the organization of reports, operations and processes. Apart from this, handles all Jira Board issues, opens legal, financial and other tasks [requests] making sure everything happens on time.
- Affiliate Manager [6] - negotiates with affiliates, implements onboarding and optimization within all affiliates [full affiliate circle].
Responsibilities of an Affiliate Manager include:
- Find new Affiliates and maintain communitation with existing ones
- Negotiate new deals and optimize current ones.
- Monitor and evealuate the results brought by affiliates.
- Check outcomes on a daily basis
- Make investment decisions based on analysis of affiliate data
Responsibilities of the Head of Affiliates are:
- Monitor all the above processes
- Conduct negotiations with the largest affiliates
- Solve global problems of the department
- Coordinate new processes and optimize them
- Facilitate and simplify the work of the Affiliate Manager
- Coordinate budgets
- Develop strategies
- Make the right choice between traffic sources
- Conduct negotiations related to KPIs [Key Performance Indicators].
KPI [Key Performance Indicator] - is a measurable result that shows how effectively a company is achieving key business objectives. The company uses KPIs at various levels to assess success in achieving targets.
Working Procedure:
There is a "handwritten" (i.e. very well written) "Affiliate System" that is used by both the organization and the affiliates. It was created by BetConstruct and launched by the Affiliate Department. This is where all Affiliate Partners register and get their approval from the Affiliate Department. This is where the transactions are made, all the necessary links are given and all the reports/traffic analysis can be seen here.
The working procedure includes:
- Conducting work and negotiations with partners
- Study and analysis of numbers
- Process improvement / optimization
- Searching for the most effective partners on a daily basis
- Daily cooperation with Legal and Finance departments. With Legal to ensure contracts and transactions are completed on time and with Finance to ensure all payments are made on time
Each working day, the Affiliate Manager
- Checks messages from all the partners on email, Microsoft Teams, Telegram, etc.
- Uses the Affiliate System to check the results.
- Communicates with affiliates to resolve any ongoing issues or expand the partnership
- Explores opportunities in new markets and regions
- Researches competitors and their strategies
In addition, the Affiliate Manager keeps in touch with the Regional and Product teams to improve the product. For example, the Affiliate Manager, as a result of the analysis of the work carried out by partners and themselves, can notice certain improvements and convey their considerations to the relevant employee (eg, the order of games can be changed, made more optimal / the size and color of this button can be changed, because ... / the verification process on the site is very complicated and therefore few people sign up / the welcome bonus on the site is not competitive enough - everything from visual components to internal website procedures. In other words, you need to fix the product if it's preventing the generation of revenue.
The Affiliate team uses the following software and platforms:
- Betconstruct Affiliate Tool [System] - the main tool for working with Affiliates. It is used by both the affiliate team and partners to check the activity of their accounts, receive links, check commissions and make withdrawal requests.
- Betconstruct Backoffice - this tool is necessary when preparing deep reports.
- Metabase - this is also used when reports need to be compiled.
- AGP - sometimes it is necessary to check the quality of players / customers, usually with the Risks department.
- Similarweb - used to analyze affiliate sites and check statistics.
- All standard tools such as: mail, Microsoft Teams, Google Docs,Telegarm, etc.
- Jira [Atlassian] - this platform is only used to secure external processes with the rest of the departments.
About Affiliate Department and Affiliate Risks [Risk Management] departments:
The work of these departments may seem similar at first glance. To understand the difference, it is necessary to note that the goals of these two departments match to allow the company to earn the maximum amount of money and remove all obstacles. However, the ways to achieve this goal are different for these two departments: the function of the Risk Management Department is:
- Searching, identifying and reporting all risks associated with Affiliate partners
- Detection of Fraudulent Affiliate Traffic (eg, the affiliate wants to make money from the organization due to bad traffic)
In other words, the work of these departments is closely interconnected, that is why the managers of these departments are in daily contact while working. For example, in case of strange numerical increase / decrease, the affiliate manager can ask the risk manager to check the given affiliate partner. As a result, risk provides good / bad customer statistics and a conclusion based on it. Risk Management and Affiliate departments often organize meetings to analyze current issues and develop future strategies.
