Betsson Group Affiliates is changing the way it remunerates its affiliates globally. In an internal statement, the company announced some changes from August 1st of this year.
According to the message, the company “will not offer Commission Structures based on a Cost Per Acquisition (CPA) model and (ii) Hybrid Commission Structures with a CPA component, to New Clients (as defined in the BGA Terms and Conditions ) in Brazil. Existing customers before this deadline will continue to be “managed in accordance with the Affiliate Agreement concluded between the Affiliate and Betsson Group”.
Furthermore, the group apologizes for the change in the form of remuneration: “We apologize for the inconvenience and ask that you contact your account manager or our Affiliate Support if you have any questions.”
What does this change by Betsson Group Affiliates represent in practice?
Cost per Acquisition (CPA) is one of the main metrics used in the digital market as a commissioning model within the affiliation segment. These indicators point to relevant data, which must be used to make assertive decisions.
In other words, these indicators are used both to evaluate the performance of paid traffic campaigns, organic traffic, as well as as a commissioning model on platforms. Below, check out the main ones:
Cost Per Click (CPC)
In this case, payment occurs when a click is made for the user to go to the recommended page (platform).
Cost Per Thousand Impressions (CPM)
For every thousand impressions, that is, ad views, a certain amount must be paid to the advertising platform.
Cost Per Lead (CPL)
Lead is a term used for a potential customer. There are several ways to collect these leads and then offer something to the public. One of these ways is through campaigns. When this metric is used for a commission, it means that the advertiser will pay for each lead contact acquired.
Revenue Share
In this payment model, affiliates earn a portion of the revenue generated by players they refer to a platform. Instead of receiving a fixed payment for each referred player (CPA model – Cost Per Acquisition), affiliates earn an ongoing share of the net revenue these players generate for the operator.
Cost Per Acquisition (CPA)
In this cost model, the person advertising pays for the ad when an acquisition occurs, that is, an action is completed. A practical example could be a registry. In other words, the affiliate would only receive payment when a registration was completed.
This model is increasingly popular, as it is an interesting and viable way to spend money only when the objective is achieved. And it is this method that is being discarded by the Betsson Group. Affiliates will continue to be able to explore other indicators, but will no longer be able to rely on the main one.
Betsson Group statement in full:
“Please be advised that from August 1, 2024, Betsson Group will not offer Commission Structures based on a Cost Per Acquisition (CPA) model and (ii) Hybrid Commission Structures with a CPA component, for New Customers (as per defined in the BGA Terms and Conditions) in Brazil.
All customers existing before August 1, 2024 will continue to be managed in accordance with the Affiliate Agreement concluded between the Affiliate and Betsson Group. We apologize for the inconvenience and ask that you contact your account manager or our Affiliate Support if you have any questions.
Regards,
Betsson Group Affiliates”
