What points should a casino take into account to become successful in the market?

First, the market is growing very strongly, dozens, hundreds of new brands are appearing, and everyone wants to be better than others. Recently, I watched the queue for a Ukrainian license - there are about 250 casinos in it, so maybe we will have a boom soon.

But the most important thing that a casino should have in order to be successful is to target its user. These are the simplest forms of registration, the most accessible payments. Of course, you must have a local license. In Ukraine, you need to confirm your identity through Diya or by passport. There is no way to avoid this, and it causes certain difficulties, especially for webmasters, but it is impossible not to follow it.

If the brand has good advertising, good retention, if the brand is aimed at the player as much as possible, everything will be great for it.

And, by the way, now there is a trend to open gaming halls, i.e. online casinos, those who were previously flooded with traffic are opening halls. One even opened in Brovary, there is also SlotCity on Holosiivskyi and Livoberezhnaya.

It is also targeting the player, and the bigger and more famous they are, the more success there will be and the better the envelope will be.

Casino competition in the market is very high, how do they take market share?

Many brands in a competitive environment resort to aggressive marketing. The more you are in front of the eyes, the more your advertising is everywhere, the better people know you.

This also applies to webmasters - when casinos buy traffic, they try to give them higher rates, better conditions, so that more players come to them.

Let's take the same apps - I downloaded three apps yesterday for the sake of curiosity, and almost all of them had the same brand (I won't name it, so as not to discredit others). It is obvious that this brand aims to take the lion's share of the market, it gives really very good rates (if you are interested, write a direct message to your manager, he will give this offer), and people know them.

This is aggressive marketing. They provide good conditions for webmasters, because this is how they are advertised and this is how they take the main share of the market.

What are the licenses? Where to get an online gambling license?

All licenses can be divided into two types — basic and additional (main and sublicensees).
There are about 10 main varieties, but the most common are Curacao and Malta.

They are also local in a way, but they are considered the main ones, since the legislation of these countries allows you to open a casino without any problems. They have a very simple regulation of all processes, and that is why without these licenses you will not be able to connect either payments or additional local licenses, no slot developer, no provider will cooperate with you. That is, it should be either Malta or Curaçao, of course, most work with Curaçao, because it is easier to get.

The second type is local, for example, our Ukrainian license, which was opened a few years ago. Its advantage is only that it plays a role in brand recognition.

It enables advertising on radio, television, and billboards, as well as opening gaming halls and being heard. But if there is no local license in some country, this does not mean that the brand does not convert or does not work, the main thing is that it is Malta or Curacao.

Should there be different licenses for online and offline casinos?

To be honest, I don't know for sure, but most likely it is one local license. In general, online and offline casinos have nothing in common, even if it is a SlotCity gaming hall. Online is a site. And offline, there are no affiliates, developers, nothing at all. It is a completely different structure, a different company, different people work there. No connection between them other than name and recognition.

But, of course, if there are offline gaming halls, people know the brand better and there will be a better envelope.

What departments in the casino are connected? Does it look like an affiliate system?

Yes, very similar, but in the partner we work as an intermediary, as far as casinos are concerned, they have a million departments. This is the same affiliate, they have exactly the same managers as we have, their financiers, analysts, developers, designers. It's just a huge staff of people working on the site. There are lawyers who conclude contracts with payments, providers, developers who push all providers and all slots into the site, designers who think through creatives and landings, financiers who calculate bonuses and control withdrawals, affiliates, of course, these are people without whom at all nothing works in arbitration.

They also have retention departments - these are calls, sms, e-mails, etc. Recently, I have received twenty calls that I have received some kind of bonus.

All of them cooperate very closely, that is, it is impossible to throw out one or another department. We very often hear from affiliates "analysts said that the traffic should freeze". And you think "again, these analysts, they are counting something there, hoarding it, and again they are not giving something." In principle, the system is almost the same as that of an affiliate, but the affiliate works for two sides, and the casino for one.

Why is the casino always on hold? How does it affect the functioning of the partner?

Hold is a very important thing. When you buy traffic, take some volume, you need to give time to players to browse the site, look at the available slots, all the tricks that are unusual, something that is not on another brand. Time is needed to understand how active the players are, how far the prescribed CRIs are passing, and in principle, to assess the quality of traffic.

Well, for example, when you buy a new car - you get into it and want to drive it, you need time to appreciate how cool it is. It's the same thing - the advertiser needs to measure the steepness of your traffic.

How does it affect work with a partner? The partner must pay on time. The affiliate is the guarantor of the payment, and very often, almost always, affiliates cover the payments to the web with their account. Then begins an endless hold with the advertiser and affiliates, analysts sit and think - what will happen there, and if everything is cut off from us, and we have already paid.

That is, interaction has its own difficulties, but we manage, years of work, experience and communication help. And if you communicate at conferences, you can achieve better conditions. So that there are no problems with the hold, you have to establish relations at such a level that you are sure that you will be paid everything and you will not go into the red.

Why does the casino manager take a long time to respond?

It's not always a long answer, 50/50. We have one advertiser, I sometimes think that their manager only has one web, because he answers the same minute I write to him. When they take a long time to answer, especially when you write "guys, where are the postbacks" or "there are no deps", it seems that they are running to their brand to make deps on those payments that they failed, because they cannot say that the payment has been received.

What is the difference between a local license and an interregional one?

I repeat, it is recognition.
This is advertising everywhere, just from every iron - "come to us, play, bonuses, tricks, promotions" - all this makes it possible to do local license. Again, you pay more taxes (you basically start paying them when you have a local license), but at the same time you are more protected.

Several casino licenses can be obtained. If you already have Malta or Curacao, you can take 3, 4, 5, 10 licenses and work, there is no limit. Well, you have to get a local license in every market you enter.

There are markets like Azerbaijan or Uzbekistan, where there is basically no regulation, so there are no licenses and any casino is illegal. That is why I am very glad that there is a license in Ukraine, it means that we are closer to Europe. By the way, Ukraine is not Tier 3, it is Tier 2.

What does it take for a casino to accept Visa & Mastercard payments?

Again, a license is a must. Also the contract - you register all the documents, open a company, go to Visa and MasterCard, and say that you want to work with them, sign the contract.

To put it very roughly, it is similar to the contract of a FOP, which runs a store on Instagram, with some Way For Pay, for example.

They pay interest for each deposit or withdrawal, monthly payments and a contract signing fee. That is, you need to be a normal casino with all licenses in order for all payments to work with you.

It is more difficult to work with local payments, such as Pix of Brazil, which constantly fall off and managers run to dig deposits through their Pix. They are very unstable, they can fall off, miss somewhere, change the deposit amount somewhere. But there is no way without them, because although they are unreliable, they are the main ones in the same Brazil.

What is the algorithm and system of slots? Which slots to choose?

When I played about a month ago, I simply chose the slots that I liked. I don't go for some Charm Lady that my father used to play, like one-armed bandits, where you pull the handle and it spins. I choose visually, before that I look at the lines, how the combinations fall out there.

And in general, if we talk about the principle of operation of the slot, it works randomly. If you have a casino with licenses, signed contracts with all providers, then the slots really work randomly, they do not twist and do not withdraw money from the player.

This is if the correct slot is clean. If you have a casino that has a license, or not, that's a different matter. Such unscrupulous brands exist (not Ukrainian), on Tier 3 there are brands that screw up their slots.

This is called "mirror" - when the developers make it look like an official slot, and control when the slot works and when it doesn't. Of course, the probability of winning is lower. But the local license protects the players and gives hope that all the slots are licensed, official and no one is screwing anything up there.

How do affiliate programs negotiate good terms with direct advertisers/casinos?

First, you need to be able to sell yourself. There are a lot of affiliates, the competition in the affiliate market is much greater than in the market of direct casinos. If you have a great reputation, people have heard of you, know your traffic, you come to the brand and ask for an offer. There is a high probability that he will go to another brand and ask "what's there?" That is, if you have a name, you will be trusted. Good conditions are trust.

Of course, a cap test is required because no one wants to bid very high without a test.

You cast a test (something that our webs don't like very much), the casino evaluates the quality of the traffic, and then already evaluates under which conditions you will pay it back, under which conditions it will not. And gives you the most profitable conditions for yourself. That is, it is in your interests that your traffic pays off as much as possible for advertisers. Then you can get Ukraine for 150.

What to do with the buyers who worked with a partner who was shaved, and they blame her?

When shaving - you will never prove it, because it works very intelligently. The envelope was there and in a second it is gone. They say "everything works there, pour, it will fly." And it does not reach.

What should the partner do?

Of course, compensate.

If the envelope goes missing, if it happens not with one webmaster, but with the entire affiliate, then the affiliate compensates the costs. The partner invites screenshots of the advertising cabinet to the web, looks at the previous envelope, calculates the approximate amount of compensation, how much you spent on installs. All this is agreed with the webmaster and payment is made.

What traffic sources are best for casino bay?

Absolutely everyone. It seems to me that you can even stick some postcards on the poles. What everyone wants is of course Google, ASO, FB, many accept streams, they can even be pushers, but this is traffic that can end in one drop.

The best thing is to fill in the valuable ones - Google, Facebook, ASO.