How can gambling affiliate sites improve their credibility?

Read the reviews on some gambling affiliate sites, and you’d be forgiven for thinking that every operator, and every game, is outstanding – although that can’t possibly be true. But if everything is always portrayed in a positive light, how can customers believe what they read? How can gambling affiliate sites improve their credibility with customers?

Honest reviews

If they’re going to be trusted, reviews need to be comprehensive, insightful and above all, honest. It may seem counter-intuitive to include some negative points about an operator, or a game, but they make reviews seem much more realistic in the long run.

And let’s face it – every customer is different, with no two players sharing identical tastes and priorities when it comes to playing online games. So a touch of negativity here and there is highly unlikely to put people off.

For example, if an operator focuses almost exclusively on one particular game provider, although it might deter some players, it’s going to be a big attraction for fans of that studio. In a similar vein, limited deposit options could encourage some customers to look elsewhere, whilst others might not give it a moment’s thought.

A great user experience

A gambling affiliate site should feature a modern and attractive website design, backed up by excellent UX. According to Usability.gov, that means ensuring that the site is useful, usable, attractive, accessible and credible.

Regularly checking and updating content and making sure that links all work are basic concepts in UX, and yet it’s surprising how many affiliates overlook these important points. But outdated information and broken links give the impression that the affiliate doesn’t really care about its visitors, and that will soon cause customers to vote with their feet and go elsewhere.

Affiliates must be prepared to revisit their information, making sure that it’s still relevant and timely. Operators often make alterations, not just to the games that they have available, but also to their bonus offers and promotions, their deposit and withdrawal options, software, security, licensing, customer support options and contact details. A failure to keep up to date with changes will make site visitors reluctant to trust what they’re being told.

Responsible gambling information

Most people who enjoy gambling now and again, know to set out betting limits before they start. But for some vulnerable people, gambling can lead them into a downward spiral, spending money they can’t afford to lose as they try to chase wins and recover losses. This can lead to real problems and financial hardship, so it’s extremely important to highlight sources of help and support.

Some sites, such as SlotGods.co.uk, take their responsibilities to their site visitors extremely seriously. In addition to actively supporting responsible gambling initiatives, such as Safer Gambling Week, they highlight organizations, tools and resources that are there to help anyone affected by issues surrounding problem gambling.

It can be a balancing act between offering news and reviews to those seeking a fun and entertaining gambling session, and support for those who are experiencing difficulties due to their gambling habits. But this isn’t an issue that can be swept under the carpet, particularly in light of recent amendments to the gambling regulations.  

Useful content

Every visitor to an affiliate site is looking for genuine value, so content needs to be useful. Creating valuable and insightful content helps to build a relationship with customers. Once this has been established, they’re much more likely to view the site as a trusted resource and keep coming back.

Tone of voice is important when creating content for gambling affiliate sites. Articles, guides and reviews should sound professional and knowledgeable if they’re going to be appreciated by the target audience. After all, gamblers know their games very well, and expect the sites they visit to know what they’re talking about!

Providing value for customers

To summarize, affiliate sites need to do much more than encourage players towards specific sites or bonuses. The aim should be to provide credible, truthful information of real value to site visitors, and to make sure it’s regularly updated. Providing customers with an excellent service should always be the goal for any gambling affiliate site hoping to stay the distance.