Vesuvio said:
I don't want to pursue it, but you could make a counter argument that affiliates cost the casinos money that they could use to offer players better bonuses. So if everyone got their info on casinos and then signed up directly from the websites...
Not that I was looking for something to start a debate about... LOL... but:
1. CM is NOT an affiliate, he is a publisher for the most part - I believe very few of his contracts are actually as an affiliate.
2. Affiliates are used by casinos because it means they don't have to pay up front. If they did NOT use affiliate, a great proportion of the "savings" would actually go towards a much higher marketing spend because affiliates can generate players much faster than typical marketing alone can.
3. Affiliates are often able to offer better bonuses than the casino themselves will offer. This would obviously give the player an advantage.
4. As Dom pointed out elsewhere, many of the tools, news, and even software improvements are driven by affiliates as well as publishers. I know this for a fact because I used to be one of those people.
5. Players already get huge sign-up bonuses - there is absolutely no reason why a casino would decide to give out even more money through the sign-up bonus. As for loyalty - this I fully agree - the casinos OUGHT to do better than a piddly 0.1%, regardless of whether they depend on affiliates or not.
6. As BB pointed out, some affiliates have a lot of sway over casinos because they are huge revenue generators, and/or because they are actively participating in the industry in other ways. This does apply to publishers too but it started with affiliates going to conferences and dragging certain publishers along with them (ahem!).
7. Many affiliates - almost surely a great majority - of affiliates are also players. They are well in tune with what the players want and are able to present this message to the casino operators a lot more effectively.
8. Many affiliates lose a large part - or all - of their revenue back to the casinos - which effectively makes the casino marketing spend nil. On the other hand, operators could buy banner ads all over the place (well, in the past anyhow) and get no players in return.
9. Many of the casinos in existence today would not be around if not for affiliates, because they simply could not or would not have enough money to do a reasonable amount of marketing. Not going to mention any names but there are a few prominent ones who depend largely or entirely on their affiliates.
So - to the nitty-gritty - should affiliates get 25% of revenues?
In some cases, yes. In many cases, no - but most of these "no" cases don't generate much revenue in the first place. As for the "yes" cases - for the most part they are worth every bit - and more.
And ultimately it doesn't cost the player anything. If anything, affiliates can often mean more value for the player - but keep in mind that not ALL affiliates take the high road and thus you should always use caution or "buyer beware" when visiting affiliate sites.