The world of player acquisition is changing fast thanks to new search trends driven by advanced AI like Generative Pre-trained Transformers (GPTs). This means affiliate marketers need to adapt to stay on top. Let’s break down how these changes might affect affiliate strategies, and how operators can further maximize their active players and avoid post-acquisition churn by focusing more on retention strategies, employing a more exclusive and human-centric approach where AI doesn’t perform as well.
Better Keywords: Instead of just focusing on keywords, affiliates now need to create content that really connects with people. GPTs understand what users want better, so it’s important to think more about what they’re looking for, and how they’re searching for it.
Semantic Search: Search engines are getting better at understanding how people talk. That means that content needs to match the way people ask questions, so it’s easier for them to find.
Quality Content Matters Most: Forget about cramming in keywords – it’s all about creating helpful, top-notch content that really answers people’s questions. Quality and relevance are key to staying visible and engaging.
Making Sense with Search: GPTs are great at understanding the meaning behind words. So, it’s important to structure the content in a way that makes sense to search engines, using things like structured data and schema markup.
Spreading Out Traffic: Relying largely on SEO for traffic might not work as well as it used to. It’s smart to spread out and use other channels like social media, email, influencers, and paid ads to bring in visitors.
New Ways to Build Links: Traditional methods of building links might not be as effective anymore. Instead, the focus should be on earning links naturally by creating valuable content and building relationships with trusted websites.
Even though these changes bring challenges, they also offer opportunities for marketers who can adapt quickly and provide top-quality content that matches what users want.
Retention strategies:
Once acquired, keeping players engaged is another ball-game entirely. Search becomes less relevant for players once they’re introduced to a brand. While algorithmic CRM strategies can do a great deal to keep players active and enjoying the entertainment, a significant segment of users don’t notice or respond to one-way messaging like email drops and SMS hellos.
This is where Enteractive is unique, specialising in one-to-one player retention and reactivation within the industry. Complementing an operator’s existing CRM activities, Enteractive’s teams focus on building more personal connections with users, interacting with them directly on the phone.
With this more personalised, human-centric approach to customer engagement and retention, Enteractive not only enhances operator profitability and NGR but also ensures a safer, more enjoyable gaming experience for the players, who feel more heard and valued by the brands they follow. Sometimes AI just can’t replace the human touch!
