The purchase decision for most iGaming operators and brands begins and ends with the quality of the product, and associated aspects.
However, the actual first touch in the post-purchase journey occurs at the migration and onboarding stage — an often overlooked area in terms of compatibility and comfort.
How should this process actually be?
What are the common challenges that can arise?
And how to effectively overcome each one of them?
That’s what we’re going to cover in this article. Examine the critical aspects that all operators and brands using affiliate marketing should be aware about before they sign up for a new SaaS platform.
What does an Onboarding Process Look Like?
The Initiation Call
The kick off call can often be the right indicator of how the entire process is going to flow. If the platform provider is helpful, detail-oriented and clear with their plan, you’re going to have a great time.
However, if you’re stuck with the opposite kind of provider, your nightmare has just begun. It is important to be upfront with your expectations as an operator and ensure there is a clarity on your needs throughout the onboarding.
Account Setup
There is likely to be the main iGaming operator or brand account set up for you, another parallel platform created for affiliates. At this stage, you’re going to be working on creating your casino affiliate marketing program’s login, account access types, user roles and program configurations.
Tracking Configuration
It is followed up by a technical setup of your existing affiliate program onto the new platform. This process will cover the basics: APIs, pixels and postbacks which are currently in use. Steps herein will also be carried out from the online gambling platform’s team.
All you have to do is provide your input, share necessary documentation and ensure a timeline is both set, and followed so that the next steps can go off without a hitch.
Data Migration
This is a critical step in setup since ongoing programs can’t be halted. Existing and historic data assists in better understanding and visualisation of growth and outcomes. Therefore, moving it from your existing platform (via APIs) or from a rudimentary method (CSVs of excel sheets), in the correct format needs to be done quickly and accurately in one go.
System Testing
Then you need to take up the responsibility of conducting a QA review of the new casino affiliate marketing program. This will ensure that any bugs, errors and ineffective data transmissions are caught immediately.
Additionally, here you can test the reporting function for yourself. Any miss here will cost you heavily when you begin actually using the tool full-time, running your programs.
Training and Support
The final step in the onboarding process is the most important for your internal teams. This is when the platform’s customer support team will get in touch with you to help your team understand platform usage.
In an ideal scenario, this learning experience will include:
- Basic platform navigation and usage
- Explanation on all the features available for affiliate programs on the platform
- An in-depth look at use cases for each of the features (based on experience with other operators and brands)
- Exploration of edge cases, if any, which could be relevant to your functioning and growth, and
- Questions and doubts which often plague brand-side teams
If the modules are comprehensive and the training period is well-delinated, the onboarding process will be complete at this stage.
Challenges Involved in Casino Affiliate Marketing Program Onboarding
Poor Migration
Data loss, export formatting that doesn’t match imports, poor list matching, and so on are just some of the arising issues. Incomplete data and a loss of history can set you back significantly.
Integration Delays
Your existing program runs on an affiliate platform or through multiple dashboards in a particular manner. Without having all the pre-existing tools (which have their own functions and benefits), your setup is not only incomplete, it is a travesty.
Lack of Sufficient Support
The onboarding team’s support is critical to the success of your online gambling affiliate program. Without enough answers to questions that arise about use cases, steps for iGaming campaign activation and other issues, you’re going to be stuck with a gadget that doesn’t live up to its hype.
Lack of Coordination
The team handling your casino affiliate marketing program and the team of the new platform you’ve acquired not being in sync can spell trouble. All aspects of usage — from onboarding to resolution of requests — will spill over and stay pending due to disagreements.
Incomplete Training
The drawback is simple: if your team doesn’t know how to set up and run campaigns, what even is the use of having a shiny new tool?
Affiliate Pushback
Sometimes (not always) affiliates are not happy with the learning curve that comes with highly advanced software, especially since they may be working with multiple operators and brands and may have to keep upskilling in this area.
How to Overcome Onboarding Challenges?
Use a Structured Onboarding Checklist
No one likes surprises — a clear checklist keeps expectations aligned and chaos in check. This is a key to achieving effective, time bound results when revenue is at stake.
Get a Dedicated Account Manager
Having one go-to person cuts confusion and speeds up resolution when the clock’s ticking. It is also going to help you feel more in control of your casino affiliate marketing program.
Run Parallel System for Sometime
Think of it as onboarding with a safety net — test the waters before going all in. It simply means till your team is sure they’re able to use the new software without training wheels, you can keep the old system in place as a safety net.
Offer Affiliate Training
Even the best tools need a walkthrough — equip affiliates early so they don’t wing it. And it simply cannot be said enough, but you must be as communicative as possible during this transition phase.
Monitor Early Campaigns Closely
First campaigns are where patterns form — watch them like a hawk to spot red flags fast. Solve them quickly so things can get smoother from there on out.
Automate Where Possible
Repetitive onboarding tasks? Automate them and save your team from death by a thousand emails.
