## Approaching Storm: Gaming Levy Concerns

Tom Galanis cautions that although gaming partners have a one-year window to adjust to the upcoming levy modifications, immediate action is crucial.

The UK administration’s fresh gaming duty, unveiled in March by former Exchequer Chancellor George Osborne, will impact internet gaming enterprises the most. Beginning August 1st of the following year, any complimentary or reduced wagers will be liable for the standard gaming duty.

This represents another setback for the online gaming affiliate sector, although potentially less damaging than the levy on internet advertising.

Affiliates have approximately twelve months to transition away from their dependence on gratis wager frameworks, a tactic that has long been the lifeblood for numerous websites (and some might contend, the industry as a whole). They must re-evaluate how they distinguish the brands they endorse and furnish truly worthwhile assessments. The responsibility lies with operators to initiate this process promptly to be prepared by the next summer.

Nevertheless, if history is any indicator, operators are improbable to be fully organized by the following August. Drawing on past encounters with point-of-consumption levies and how (or rather, how *inadequately*) information was disseminated to affiliates regarding its impact on their commission computations, history appears set to echo itself. It’s dubious that operators will sufficiently convey any directional shifts to their affiliate “collaborators”, let alone revise and execute novel brand strategies.

Therefore, the heat is on for partners to assist providers in getting back in the game. To determine the best approach, let’s examine the successful strategies employed by major jackpot affiliate programs. They’ve harnessed the enthusiasm of young, jackpot-seeking individuals on social platforms and transformed it into substantial revenue for wagering enterprises.

Many of these businesses have completely revamped their marketing strategies to capture these high-spending gamblers. It’s not merely about introducing new offerings but rather a complete overhaul in how they generate excitement for betting among this demographic, simplifying the process of getting involved.

However, there’s a twist: the outdated strategy of extravagant bonuses that attracted customers to platforms like FootyAccumulators might be nearing its end. Consider Coral, for instance. They went all out to entice young players but are now taking a hard line against anyone exploiting those bonus-laden accounts. They are outright refusing them access to the lucrative enhanced odds promotions intended to foster loyalty and word-of-mouth marketing.

Undoubtedly, Coral is likely feeling the strain of the Ladbrokes merger and branch closures, but targeting their most lucrative clientele? This clearly demonstrates the potential impact of this new levy on complimentary wagers on operators, partners, and frankly, the players themselves.

Okay, so all you partnered businesses aiming for a slice of the largest legal gaming market globally need to think beyond the typical “betting website” framework. Sure, gamblers might still utilize those websites to browse, but let’s be honest – they’re exploring further. They’re contrasting sportsbooks, online casinos, poker platforms, the entire package, because they crave authentic worth. For years, the sector has been proclaiming “VALUE!” by tossing around initial deposit incentives, complimentary spins, and all that fanfare. Even experienced gamblers and poker masters got swept up in the cashback and odds craze. But that’s becoming stale.

The current landscape resembles a school of fish all trailing the same handful of major software developers. And those platforms like Everymatrix? They’re inflexible, dude. It’s challenging for operators to differentiate themselves and introduce novelty. We require something capable of withstanding the regulatory turbulence and flourishing when things settle down. Something that keeps players returning for more without resorting to flashing “COMPLIMENTARY FUNDS!” banners. The next industry giant won’t materialize instantly.

In what ways can associate constituents proactively motivate their operator “collaborators” to make astute decisions? To articulate my message concisely, permit me to draw inspiration from Baz Luhrmann.

Associate constituents, the time has come to guide your product advertisers and brand directors in the optimal trajectory. Bestow confidence and visibility on your platforms to promising emerging enterprises.

Casino associate constituents, provide an opportunity to exceptional game creators who might not yet have been engaged by operators, by showcasing complimentary trial versions of their games on your websites. Rather than directing players to games you are aware they enjoy, allow them to sample the games of the future and furnish the outcomes and input to your associate administrators.

Poker associate constituents, approach concepts like the Global Poker League with earnestness.

Sportsbook associate constituents, do not undervalue inventive offerings like BetStars’ Spin & Bet.

Approach eSports with seriousness, it represents a substantial market. The Counter-Strike cosmetic item wagering/exchanging market is already valued at over $5 billion (equivalent to twice the magnitude of the frequently-touted daily fantasy sports sector).

On the advocacy front, ensure you are in alignment with the UK Gambling Commission and regulatory entities in significant jurisdictions. This will assist in averting commercial “calamities” arising from poorly-conceived taxation legislation or promotional regulations.

Bingo associate constituents, actively publicize your services.

Tom Galanis is an online gaming marketing advisor.

For more than ten years, Tom has been a prominent force in the online gaming sector, heading up two dozen affiliate marketing initiatives for industry giants such as bet365, Gala Coral, and the Rank Group. His knowledge of the field, especially in social gaming, has resulted in consulting work for businesses like Playstudios, the creators of the well-known social casino game myVEGAS. His achievements have not gone unremarked: in 2015, Global Gaming Business named Tom a future leader in the gaming industry on their esteemed “40 Under 40” list.