The past decade has been good for the online gambling industry. iGaming is thriving in the era of digital entertainment for good reason. Operators are not afraid of expanding their horizons and innovating when it comes to their gaming libraries. But the industry is much more than just the online casinos that we seem so interested in. There is an entire sub-sector of the market that helps to keep it grounded.
iGaming affiliates are professionals whose job it is to examine and review the gambling platforms that most of us use. The goal of most affiliates has been to play test the games that they talk about in order to give new players an idea of what they can expect. Authenticity plays a key role in this sector. But some are afraid that the unbiased reviews may be disappearing in the wake of a new era.
The Meaning of Authenticity
It would do well to explain precisely what we mean when we talk about authenticity. We can look to one of the most prominent voices in iGaming affiliates in order to define authentic reviews. Sebastian Jarosch believes that “authenticity means actually testing casino games and writing unbiased reviews that reflect both strengths and weaknesses of the platform.” He hopes that most modern affiliates are going to take their job as guides seriously.
The quote by Mr. Jarosch reflects a real concern in the iGaming market today. The promotional nature of many reviews serves only to build hype. Online gamblers are often left uninformed about the downsides of a website because the reviewer did not take the time to give an unbiased assessment. The issue there is that most customers are smart enough to tell the difference between marketing hype and honesty. It leaves many soured on the concept of affiliate platforms in the first place.
It is simply a fact that most gambling enthusiasts want to see an honest assessment of a casino that they may be interested in. That is why review platforms like Casino Groups are so respected in the iGaming sphere. They build trust by creating honest comparisons between the top-rated casinos. The affiliates are also concerned with user experience far more than they are with search engine optimization. It is why they include clear and concise pros and cons and transparent descriptions of casino bonuses.
Review Styles Change the Game
The professional style of affiliates has an impact on the players’ perception of the website. But it is also true that no style is universal. There are some affiliates who prefer to take a more personal and even conversational approach. The reviewers here treat the customer as an old friend that they’ve engaged in conversation. Professional reviewers have noticed that this trend is effective on younger audiences in particular.
There are some affiliates who still prefer to do things the old-school way. A neutral and professional tone often is far more effective in conveying a message. Readers feel as though the style is meant to inform without it being condescending. But it is also easy to fall into the search engine optimization trap when relying on this style. Sebastian Jarosch has said the following on the matter: “Content still needs to be written in a way that search engines can understand properly, but over-optimized reviews stuffed with keywords often feel unnatural.”
This philosophy of moving towards a more natural style has had a profound effect on the affiliate market overall. Gambling reviews these days are written to appeal to users first and search engines second. Plenty of reviewers still try to get as much exposure as possible of course. But they do not sacrifice tone and style to do so. The approach has proven effective in maintaining a core audience that comes back to the platform whenever they need new information.
Professional Reviews and User Criticism
Affiliates are professional reviewers whose job is to clearly separate the good from the bad online casinos. But it is also true that most casino review platforms and iGaming forums allow for users to share their own thoughts about a platform. That means that players are privy to reviews borne out of personal experience. There are some who believe that these reviews do a better job of capturing what a website is truly like.
User reviews can give players insight into a casino platform. But it is also true that these criticisms come steeped in bias and personal experience. Not every player will have the same experience at an online casino. Some may have suffered a misunderstanding and blown things out of proportion. It all comes down to the fact that user reviews are bias and subjective looks at gambling platforms.
Professional reviews are the exact opposite. They are cold and calculated, often with all emotional attachments removed from the equation. They will give players insight and advice on how best to approach a certain casino. But they will lack that personal element that most find charming about user reviews. It is why Jarosch said that “Combining both creates a more complete and trustworthy picture.” We wouldn’t say that user reviews should be discarded completely. But one must take them with a grain of salt.
Common Affiliates Mistakes
The biggest mistake that a modern inexperienced affiliate may make is over reliance on artificial intelligence. It is not true to say that AI has no use or that it is entirely worthless. But we must remember that the tools are programmed to affirm our own beliefs rather than examine the truth. Relying on these tools too much can lead to unreliable data that may lead players down the wrong path.
The problem of unreliable reviews predates AI of course. Modern affiliates still will neglect their research duties in favor of writing a more “relatable” review. But authenticity and relatability are not synonymous. Jarosch says that “Authenticity comes from hard facts and consistency…” It is not a reviewer’s job to necessarily satisfy the consumer. Their job is to inform and set them straight on certain products.
