The Paddy Power Affiliate Program promotes a betting company that is going places. PP has conquered the UK and has its eyes set on international markets as well, having been connected with Australian and USA ambitions. However the affiliate program itself has some serious problems. They are:
- The revenue share structure is uncompetitive and affiliates won’t get involved until this is changed. Currently the default commission set-up with Paddy Power Affiliates is single channel. That means if you refer someone to sports and he loses a bundle in the casino, you get nothing for that casino play. Only Paddy Power still persists with this rip-off. They seem to think you have to earn the right to multi-channel when every other competitor offers this as standard! Some affiliates are on cross-channel but that has to be hard-bargained.
- The cookie is a session cookie. This means your referred client must sign-up with Paddy Power within the same browser session that he clicked your link. Otherwise you lose him. This probably loses 50% of all your referrals. The standard is for a 30-day cookie. A session cookie is a con and is indicative of the affiliate-unfriendly thought processes at work at Paddy Power. The only other program to do this is their compatriot, and an equally unattractive proposal for affiliates, the hopeless Boylesports.
- Negative rollover & Contempt For Affiliates: We managed to negotiate a longer cookie time and also cross-channel promotion. However when we had a good month in terms of revenue generation they secretly imposed negative rollover on us. They claim they don’t impose this though their terms and conditions leaves it as an option to them. Given they only give 25% revenue share on sports this once again made them deeply uncompetitive. In addition they made the negative rollover change without informing us. We noticed it in the stats. The first email sent querying it was replied to by one of their affiliate managers and he just cut and pasted their terms and conditions about negative rollover as a response. As well as being plain rude, it was effectively telling us to drop dead. It also highlighted the sheer contempt they have for affiliates. When we spoke to a more senior member of their team we were told our sign-ups had dropped, which they had. We had still referred 12 sign-ups in the month they imposed this change and their affiliate manager had been busy falsely claiming on the forums that they only imposed negative rollover on “inactive accounts.”
- Free Bet Mix-Up: They offer £250 free to new clients while their affiliates are only allowed to promote £50 free to new clients. In fact there are a variety of differing deals being promoted by different people. This disparity makes for mixed messages. They need to offer the same free bet across the board. It is yet another facet of the issues at play with Paddy Partners.
It is very strange that a company that is so focused on marketing has lost the plot with one of the best and most valuable sources of advertising. It is a pity as Paddy Power has great sports, casino and poker products that webmasters would love to sell to their website traffic. Instead those webmasters are frequently voicing their concerns on the forums and stating they are not prepared to promote this company.
Paddy Partners could solve the issues. They simply need to offer cross-channel promotion, no negative rollover, no sneaky secret changes of terms behind an affiliate’s back, a 30-day cookie and a wholesale change of attitude. The affiliate department ought to be pushing for these changes rather than defending their absence – for their own sakes if not for anyone else’s.
This program is on the borderline of being blacklisted here. Unfortunately it appears the rot is higher up the food chain than the skeleton affiliate department and that a general contempt exists for this marketing medium at board level. Either way, as things are, the Paddy Power Affiliate Program remains unattractive.
Bad Basic Terms
As you outlined, there are big issues with the basic terms of Paddy Partners. They give no incentive to promote this otherwise good bookmaker. You need to negotiate out of the standard deal or forget it.