Black Friday has done a lot more than simply shutdown a
handful of online poker rooms; it has also damaged the affiliate market to the
point that more affiliates are shutting down than online gaming sites!
Fortunately, there are a number of online gaming portals that have managed to
diversify themselves enough (being in enough different markets and utilizing
more than simply affiliate dollars to
produce revenue) to not only survive, but in some cases thrive now that
the market has been scaled-down and there are fewer competitors, and far fewer
start-ups to deal with.
Of all the affiliate sites, online poker portals have been the
hardest hit, with PokerNewsDaily and BLUFF Magazine cutting back on their
content since Black Friday (PokerNewsDaily was actually sold soon after Black
Friday and was basically shut-down for a couple of months this past summer) while
CardPlayer, PokerNews, and PokerNewsBoy.com have increased the amount of
content they are offering their readers and have been upping their advertising.
Gaming portals have seen less of an impact and less
causalities because Black Friday was mainly an online poker problem, but by and
large the industry has been cut back dramatically with a few noticeable exceptions.
One example of a site that is still thriving is GamblingPlanet.org, which is still
producing online gaming news, updated casino reviews, and the latest deposit
bonuses and offers from those casinos.
Now, the question many in this industry are asking is
whether the current affiliate-based model will remain in place if online gaming
is legalized in the US?
With the market splintered between public and private sites
(most private sites have remained active in the US market and are unlikely to
receive a license if online poker is legalized in the US) it would seem that
there will always be a need for affiliates, even if the mega-casinos come to
dominate the online poker industry and switch to a more traditional marketing
campaign.
That said, the historical success of the affiliate-based
system may be appealing enough to any new entities that get involved in online
gaming. If this is the case than the remaining poker affiliates and gambling
affiliates who weathered the Black Friday storm, and in some cases like the
ones listed above invested more in their business, should be very prosperous in
the future.
There are a number of divergent opinions on what will happen
to the industry if the US is suddenly back in play, with everyone from industry
insider Bill Rini to Bodog founder Calvin Ayre all offering up their thoughts
on the affiliate market industry on their respective blogs –going through the
archives of BillRini.com and CalvinAyre.com makes for some interesting reading.

