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How did the project start?
Littlewoods Bingo operates in an extremely competitive market where the affiliate marketing channel is an effective route for generating new players and revenue. Littlewoods Bingo identified that there was scope to improve the results they were generating from their affiliate marketing program and enlisted Silverbean, who are experts in this field, to take over management of their affiliate program with the overriding objective of improving the results being achieved.
What options did you consider?
Silverbean undertook a complete review of the online bingo marketplace and used the findings to write and implement an affiliate marketing strategy that focused on significantly improving the results being achieved.
Activities in the new plan included a series of targetted affiliate recruitment drives, the introduction of a bespoke contact strategy with affiliates and increasing the number of market leading promotional tools available to affiliates. In addition Silverbean started to build very close working relationships with the most productive bingo affiliates in order to leverage improved exposure to their website users for Littlewoods Bingo.
What help and expertise did you receive?
Before embarking on a new strategic affiliate marketing plan Silverbean sought precise feedback from some of the best recognised bingo affiliates. The aim was to get further insight into where competitive advantages could be exploited and what these affiliates really wanted from a brand like Littlewoods Bingo.
Did you face and challenges or learn any lessons?
The bingo marketplace is extremely competitive so gaining increased exposure and promotion was a challenge because Littlewoods Bingo were competing with other high profile bingo brands who already had strong relationships in place with affiliates.
Silverbean also had to work within some sensible commercial boundaries which were not being applied at other bingo brands. The focus was on profitability whereas other brands were concentrating solely on customer acquisition which meant Littlewoods Bingo’s commission terms for affiliates were less attractive than some of its competitors.
This meant that Silverbean’s approach to the Littlewoods Bingo affiliate program had to be creative, innovative and well managed.
What are the outcomes and how has it improved your business?
Within three months the number of affiliates on the Littlewoods Bingo program increased by 132%, the number of active affiliates (those who generate new customers) more than doubled, the number of new registered accounts increased by 704% and the number of depositing accounts increased by 1,175%.
The results have continued to improve and the Littlewoods Bingo affiliate program is now recognised as one of the leading affiliate programs in the online bingo marketplace.
What are your plans for the future?
Silverbean will continue to build upon the success of the Littlewoods Bingo Affiliate Program with the aim of consolidating it’s position as one of the top performing affiliate programs in the UK bingo sector.
