CPA - Yes? No? What CPA rates should we be aiming for?

Discussion in 'General Casino Affiliate Area' started by footballaffiliate, Jan 29, 2015.

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    footballaffiliate

    footballaffiliate Affiliate Guard Dog Member

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    Haven't done a lot of CPA deals in the past myself, but i'm beginning to think about doing some given that with some operators are struggling to compete in the market, UK 15% tax introduction, don't retain players well, don't attract big players, and offer unrealistic bonuses that eat into rev share.

    I know that CPA values should be tailored to a lot of variables - I've heard some affiliates getting $800 CPA for casino players from certain parts of the world that attract high value players.

    So, question is, what sort of CPA should affiliates be aiming for on:
    Sportsbook
    Casino
    and by geo and other variables?

    I've heard operators say that sportsbook players are worth around $50 per head for the lifetime of their accounts. On some of the companies I've advertised, if I received $50 per head for referrals I'd have been much better off than doing rev share.

    Appreciate anyone's thoughts.
     
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    KasinoKing

    KasinoKing Player turned affiliate. Staff Member

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    The only place I ever took CPA was 3Dice (because that is the ONLY deal they do) - and it was a personal nightmare for me.
    Never again.
    Apart from anything else, I can't stand the thought that I could refer a high-roller spending $1,000's every month and only get paid $100, or whatever.
    Not for me.

    KK
     
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    TheGooner

    TheGooner Affiliate Guard Dog Member

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    $50? Yeah - right ! (Sarcasm alert!)

    We keep raw stats on all our partners - impressions, clicks, regs, deposits, value.

    The "average" lifetime value per FTD over all multi-product (sports / casino / poker) to us is about $400. High 786 / Low 237.
    The "average" lifetime value per FTD over casino only sites to us is about $380. High 535 / Low 226
    The "average" lifetime value per FTD over poker only sites to us is about $212. High 212 / Low 212 (Yes - only one site) ;-)

    And remember that many of these players are still playing and boosting that number. Of course - those are my numbers - at my site - with my traffic sources. You might not be getting that with different traffic / partners.

    Now if you want an upfront CPA payment then you are handing the risk to the gaming program so you should expect that will result in a significant reduction in the payment to you as an affiliate - as it might take 24 months to return the full value. Perhaps as much as 50% of value?

    You should have your own sites rev-share performance - and can work out the value per FTD at various sites.

    However, a fair CPA will only be about half of that value - as you are taking less risk.
    IF you think a $50 CPA outperforms your visitors - then the affiliate program will too - and they will discontinue your CPA deal pretty quickly.
     
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    3joker

    3joker Affiliate Guard Dog Member

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    Rev share for casino if you know that you are sending legit players. Of course a hybrid deal like 50% rev share and 300 euro CPA is also good. Would never go with just CPA for casino players.

    When it comes to poker players CPA could be good these days. For Sportsbetting I often go Rev share.
     
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    Jason May

    Jason May Member

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    Hi, are your "lifetime value per FTD" figures your share of the ggr or the gross amount?
     
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    dandyboy

    dandyboy New Member

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    @TheGooner Hey mate!

    I'm new to the sporstbetting affiliate world... I've set up a site in Australia and hopefully the UK in a few months. It basically rewards players once they signup to the site. I don't have enough data to determine the CLV of a sportsbook player i.e. William Hill, Crownbet, Bet365, etc. I looked everywhere online and some sites determine 120£ to 300£. Most of my players are acquired through a horse racing blog that I created but they can obviously play on anything.

    Are the numbers you gave still current? is this USD?

    "The "average" lifetime value per FTD over all multi-product (sports / casino / poker) to us is about $400. High 786 / Low 237."

    I want to setup the proper CPA's to attract the most players without breaking the bank.

    Any information will be greatly appreciated!

    cheers,
     
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    awesamko

    awesamko Affiliate Guard Dog Member

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    CPA only isn't a good deal in my opinion. Mixing CPA and rev share are better. The minimum amount of deposit to get CPA can be the tricky part when you are delivering low revenue clients. if you can, mix CPA with Rev Share - some casinos offers that kind of deal.
     
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    dandyboy

    dandyboy New Member

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    @awesamko the site that I'm running only works with a Revshare structure... I want to figure out what is the average Lifetime Player Value on Sportsbooks affiliate comms.

    Do you have that number?
     
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    ARZ

    ARZ Affiliate Guard Dog Member

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    RevShare rocks, CPA is just a last choice. Good player can earn much higher sums than many CPA custommers.
     
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    awesamko

    awesamko Affiliate Guard Dog Member

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    Hi!

    No, sorry, I don't have that number.
     

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