SIGMA World has published its third market report, focusing on the online gaming sector in the Asia-Pacific Region. The report includes data collected and analysed in May 2024 specifically on the Philippines, India, Japan and Australia. It focuses on the marketing strategies that are driving the industry forward, with particular emphasis on social media engagement, search engine optimisation (SEO), and affiliate marketing.

In this first of a three-part article series presenting the data and analyses in the report, the focus is on affiliate benchmarking. The study was based on the prevalence of operators on affiliate websites that ranked in the top 50 Google search results for 20-30 betting and casino-related keywords. The countries included in the analysis showed varying preferences for online gambling advertisers, with Bet365 emerging the leading online gaming advertiser across the countries analysed.

Bet365’s strong presence

In Japan, Bet365, 1xBet, and Casitabi were the most prominent operators for betting-related keywords, while Mystino, Yuugado, and Vera&John led the casino segment. India’s betting market also favoured Bet365, followed by Parimatch and Betway, with the casino sector being led by Parimatch, Betway, and 22bet. Australia’s top betting affiliates featured Bet365 and Unibet, with the same operators leading in the casino category.

The Philippines presented a slightly different landscape, with Bet365, Betway, and Unibet topping the betting-related affiliate benchmarking. For casino-related keywords, 22bet and BK8 were the leading advertisers.

Report methodology

The report emphasises the importance of affiliate marketing as a key acquisition tool for online gambling websites. It also highlights the significance of Google rankings for affiliates, with the top 50 search results being a critical benchmark for visibility and success.

The methodology applied in the analysis involved examining the top 50 Google search results for the selected keywords and then analysing the gambling websites featured on each affiliate site. The report acknowledges that many operators manage multiple websites, but the analysis was conducted based on individual brands or websites rather than the operators themselves.

The findings from this report provide valuable insights into the online gambling landscape in the Asia-Pacific region, particularly the effectiveness of affiliate marketing strategies employed by various operators. Bet365’s dominance across multiple countries indicates a strong affiliate presence and suggests that their marketing efforts are resonating with the Asian market.

Access the full Asia SiGMA Market Report by clicking or scanning the QR code and access data and analyses that may prove crucial for operators to understand their market position and for affiliates to optimise partnerships. Scroll down the SiGMA Home Page for links to all SiGMA Market Reports.

The publication of the report aligns with the upcoming SiGMA Asia Summit happening from the 2 – 5 June 2024 in Manila.

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