How Google search updates turned affiliate-media partnerships into costly zombie deals

How Google search updates turned affiliate-media partnerships into costly zombie deals

Article brief provided by Casino Reports
  • Steve Ruddock, Casino Reports
June 1, 2024 11:08 AM
  • Steve Ruddock, Casino Reports

Depending on your perspective, gambling affiliates have either taken a direct hit or caught some strays after the most recent Google Search update on May 5.

Story continues below

The media partnership deals that were in vogue the last few years were the primary target, and if I can be so bold as to quote Happy Gilmore, “Talk about your all-time backfires.” The overall outcomes are mixed depending on the company, but the partnership deals specifically have turned decidedly sour.

Affiliates — companies that make revenue by referring customers to operator websites — have trumpeted the benefits of these deals with more mainstream media outlets for several years.