Discussion with Kate Romanenko, Head of Kendoo: Insights from the iGaming Industry
In the fast-paced world of iGaming, forming productive partnerships is key to driving growth, fostering innovation, and establishing long-term success. The industry's leading operators have identified several factors that contribute to effective partnerships, including aligned incentives, data transparency, shared risks, and a customer-centric focus.
Aligned Incentives and Shared Risk-Reward Models
The RevShare (revenue share) model encourages affiliates and partners to focus on high-value, long-term players by sharing the revenue generated. This shared risk and reward system promotes sustained promotional efforts and loyalty, resulting in more profitable and sustainable partnerships that drive growth through quality traffic and repeated player engagement.
Building Genuine Relationships Beyond Transactions
Partnerships thrive when operators treat partners with respect, regardless of their size, and go beyond financial negotiations to forge authentic connections through collaboration, personalized communication, and mutual support. Simple relationship management acts, such as personalized outreach, motivate partners to exceed performance expectations and innovate in joint campaigns.
Data Transparency and Real-time Sharing
Trust issues often arise from fragmented platforms and one-sided data control. Effective partnerships rely on transparent, real-time, transaction-based data sharing between operators and affiliates. This fosters mutual trust, better performance analysis, and collaborative optimization of player acquisition strategies, ultimately promoting innovation.
Secure, Reliable Technology and Infrastructure
Secure private networks, like the Gaming Exchange, help partners share data safely, reduce latency, improve uptime reliability, and protect against cyberattacks. This technological backbone supports operational efficiency and trust, allowing partners to integrate new games, partners, or services smoothly.
Customer Relationship Management (CRM) Tools for Player Loyalty and Trust
CRMs that deliver personalized offers, manage responsible gaming, and securely handle player data help brands build trustworthy relationships with players. Such tools enhance player retention, demonstrate respect for privacy (in compliance with regulations like GDPR), and enable responsive support, boosting brand reputation and long-term growth.
In summary, effective iGaming partnerships combine aligned financial incentives, respectful and authentic relationship-building, transparent data sharing, cutting-edge secure infrastructure, and customer-centric technology. Together, these factors enable brands to drive growth through sustainable traffic, foster innovation by collaborating on strategies, and build long-term player and partner trust essential for ongoing success.
As the industry continues to evolve, it's becoming increasingly clear that collaboration can become a real differentiator in iGaming. Investing in people, fostering a company culture that revolves around client relationships, business growth, and strong connections, both internally and externally, is recommended for a more strategic approach to collaboration in iGaming.
At Kendoo, they prioritize strategies that prioritize the happiness, understanding, and trust of their employees and clients, while also working together to grow their business. Their focus on building genuine relationships, fostering transparency, and leveraging the latest technology sets them apart in the competitive iGaming landscape.
[1] Revenue share model drives growth through quality traffic and repeated player engagement. [2] Transparent data sharing fosters mutual trust, better performance analysis, and collaborative optimization of player acquisition strategies. [3] Secure private networks ensure data safety, reduce latency, improve uptime reliability, and protect against cyberattacks. [4] CRMs enhance player retention, demonstrate respect for privacy, and enable responsive support, boosting brand reputation and long-term growth.
- In the realm of iGaming, partnerships that adopt the revenue share model encourage sustained growth by focusing on high-value, long-term players, promoting a shared risk and reward system that fosters loyalty.
- Effective data transparency in iGaming partnerships, through real-time sharing and collaborative optimization, strengthens mutual trust and enables better performance analysis, ultimately driving innovation.
