Sex & Gambling - good bedfellows?

A stroll down the infamous Reeperbahn in Hamburg, Germany – fondly referred to as ‘the world’s most sinful mile’ – will confirm the fact: Sex and Gambling go hand in hand.
Red-light areas the world over bear witness to this. What better way to celebrate that win with a supercharged lust session with a beautiful girl? Or what better way to ‘wind down’ after satisfying one’s carnal desires with a few hours on the slots?

This cross-pollination can be capitalised upon in the online world also. But in many ways, it’s one sided. Casino’s cannot advertise sexual services on their websites since is would distract potential punters. In some US ‘brick and mortar’ casinos, they purposefully ensure that the pretty girls serve cocktails so that their not-so-pretty counterparts at the tables do not distract the players with lustful thoughts…

However, the reverse scenario works fine : Adult Webmasters can and should promote online gaming. The sales process takes longer, the conversions are challenging, but the ROI per customer can be significantly higher than with online erotica since the earnings are theoretically uncapped.

There is a three tier sales process involved with online gaming. First, you need to get the eyeballs onto the casino. And whilst some online casinos offer java gaming without the need to download the software, the vast majority require a not-insignificant download of the software onto the prospective customer’s computer.
Casino’s are very good and enticing people to do this by offering ‘welcome’ bonuses that are directly correlated to the customer’s initial deposit.

Once the software has been downloaded, most players start playing in the ‘for fun’ mode to whet their appetite for the games on offer. You can be sure that the software will constantly remind the fun players that they can play for real money if they so wish.

Once the final challenge has been accomplished, and the customer has actually begun staking real money, then this marks the beginning of a potentially long relationship. Online casinos are one of the most ‘sticky’ applications available on the web, with most players remaining loyal to the casino that they have taken the trouble to download onto their hard drive.

As a casino affiliate, you cannot lose. As with their real-world counterparts, the customers will always eventually lose since the odds are marginally against them. You will therefore be paid a percentage of the customers losses. Should the customer win, you owe the casino nothing – but don’t expect any commissions!. Since the casinos know that the customer always loses in the end, they can afford to absorb the costs involved in this happening. One thing is for sure, if the customer has the pleasure of experiencing ‘beginners luck’, he or she will be back for more!

Again, as with their real-world cousins, the online casinos customer relations departments do an excellent job of rewarding loyal players – usually in the form of money that is then credited to their account to entice them back into the digital casino.

One of my loyal players recently deposited US$300 – and, for that, he actually managed to gamble nearly $250,000 in turnover. Sure, he lost the $300 in the end, but he sure got a lot of entertainment for the money…

There has recently been much debate in Europe with regard to both on and offline gambling, particularly in my home country the UK where the government are in the process of liberalising the antiquated gaming laws. Thus far, that particular market has taken a tolerant view with regard to online gaming – one particular casino advertises practically everywhere :
On the subway, buses, billboard ads and in soccer stadiums – they even sponsor sporting events such as snooker whereby the URL is to be clearly seen worn as a badge by the players.

That precise activity is deemed illegal next door in Germany, where anyone involved in online gaming or promotion thereof could find themselves going to jail. This is because – as with many other countries – the gaming industry is government regulated. The reason for this is simple. By controlling the industry, it can profit far more from it. In other territories, gaming in all it’s forms is considered illegal. Period.

Unfortunately, and I say this with a degree of sarcasm, online gaming cannot be blocked to certain countries due to the global nature of the web. But caution is to be exercised. Do not actively promote your casino in the territories that do not allow such activity. In could land you in hot water.

Which brings me on to the issue of problem gambling. There is no way of me knowing as to whether my customers are problem gamblers. But having been one myself in the past, I know all too well the misery that can be caused by excessive gambling. The majority of gamblers can afford to gamble, and enjoy doing so. Gambling is fun. But gambling is also addictive. You should therefore work with a casino that promotes self help programmes notably gamblers anonymous so that problem gamblers can seek out help if it’s needed.

Finally, I would like to leave you with a four point check list that you should consider before embarking on your casino adventure:

How long have they been around? Generally speaking, the longer, the better.
Has the casino software been authenticated by reputable third parties such as Price Waterhouse Coopers? Casinos that pay short odds might make you money more quickly, but your chances of repeat business with be diminished.
Does the casino pay winners immediately, or are there clauses attached? The player should never have to wait for their winnings. The trust here is imperative.
Does the casino support multiple languages? It’s a big world out there! English is simply not enough. Don’t forget the asian countries. They love a good gamble…

Promote ‘your’ new casino prominently, both on the homepage and on your exit pages. Prospective customers will be more receptive to a gamble after they have ‘satisfied themselves’ on your site.

Keep the banners fresh, and remember to cross-refer to the casino to check any promotions that they may be running – your advertising should reflect these also.

‘Luck is what happens when preparation meets opportunity’ – by advertising online gaming you will be creating your own luck – and rest assured, the odds will be in your favour…