888 has denied it is shutting down its UK affiliate programme after a number of affiliates received emails yesterday stating they must no longer target UK traffic and 888 would no longer pay them commission for newly generated players.
In an email seen by iGaming Business, affiliates were told: “As you may be aware the regulatory landscape for affiliates is constantly changing and evolving, especially in the UK. In order to help ensure that we work with our affiliate partners in a compliant manner, we are seeking to exert greater control on the traffic which is generated from the UK.
“As a result, from January 29th 2018, you must not target UK IP addresses and/or any persons located in the UK. Therefore, we shall no longer pay you any commission with regard to money players in the UK which you generate.”
Some posters on the GPWA (Gambling Portal Webmasters Association) forum interpreted the email to mean the programme was shutting down. “Unless I’m reading things incorrectly with my dodgy eyes…bye bye then!” said one.
When contacted by iGB, the operator said: “888 takes the issue of responsible gaming very seriously and has taken a number steps to ensure its marketing complies with the Gambling Commission’s LCCP and ASA’s advertising codes.
“In order to monitor the actions of affiliates more closely, 888 has already terminated its relationship with a large number of affiliates and will continue to close and terminate accounts in order to work with fewer affiliate partners and have better oversight of their activities.”
Duncan Garvie, who runs affiliate and mediation site ThePogg, said he hadn’t received the email as he no longer works with 888, but that it didn’t surprise him.
“I’ve been anticipating this particular move for a while now. With the punitive approach the UK authorities have been taking towards operators and affiliates we’ve already seen a number of programmes close up completely or implement very aggressive terms.
“I was fully expecting one of them to work out eventually that they simply had to stop accepting UK traffic from affiliates rather than close or destroy their reputation with really questionable terms.”
Another poster on the GPWA forum pointed out the email did also contain the following line: “If you do wish to continue working with us in the UK please contact us, through this link: http://affiliates.888.com/contact-us.htm.”
His take on it was: “I think if you are prepared to work closely with them, accept the UK marketing guidelines and make any changes they request you to, that you can still carry on working with them.”
Operators have come under fire for their marketing activities, including those carried out by affiliates, over the past year and 888 was one of several operators to receive a warning from the Advertising Standards Authority over an advert run by an affiliate partner.
As a consequence, operators have been placing more and more compliance demands on affiliates. Bet365 recently carried out an overhaul of its programme and Paddy Power unveiled a ‘one-strike’ policy for affiliates in September.
In September, Sky Bet controversially announced that it was shutting down its affiliate programme altogether, although some have been cynical about its motives.
In a recent interview with iGaming Business’ sister publication iGB Affiliate magazine, Gambling.com’s Charles Gillespie said: “Let’s be clear — Sky still works with strategic media partners. My take on the Sky situation is that it was a set of unique circumstances — they are preparing for a listing this year, private equity owns the business, the owners and the management of the business are being very aggressive on hitting targets and what can be easier than turning off a bunch of legacy rev share and using compliance as an excuse?”
The 888 email suggested, however, that it will be taking a less heavy handed approach to historic traffic than Sky Bet, with the email also having stated: “The aforementioned shall not apply with respect to non-UK money players or to money players which you have generated in the UK prior to such date, subject to the Uffiliate terms and conditions found at http://affiliates.888.com/terms-and-conditions/ (the “Terms”).”
Soft2Bet launches a new affiliate management system ReferOn
A new, feature-filled affiliate management system powered by the platform provider
Soft2Bet, a top-notch online platform provider has recently announced that it has gone live with top of the art affiliate management system, ReferOn.
This boasts a broad array of affiliate marketing services that are key to the partners they assist. ReferOn’s system has the ability to manage large networks of companies in one comprehensive system. Flexible and adaptable in accordance with the individual needs of each affiliate.
ReferOn offers the most advanced features including an effective rewarding engine which offers rewards at the individual, more customised level, making its management much easier for admin users. It also keeps track of the payments and invoices for all accounts, in a quick and efficient manner. This is also true for the data and statistics that are accumulated.
The affiliate management system offers organised reporting on numerous levels allowing for full control over your data, in addition, you can customize what data you choose to share with your partners. Grouping variations can also be calculated according to brand, company, campaign and even geo levels through ReferOn. Reporting is also made extremely easy and allows for toggled groups and effective date breakdowns. ReferOn also makes use of multiple widgets, filters and statistics at every level which make the data accessible for the admin to explore and make informed decisions.
When using ReferOn, brands can be integrated into the system seamlessly and your support and account management are all under one roof. The system can connect the data points to your data provider. ReferOn dashboards are now clearer and easier to view and access, allowing for much more flexibility for users.
Accounts with multiple affiliate logins within other competitive software enable statistics to be grouped at a ‘master’ level. This makes payments and data management much simpler.
Vladyslav Bondarenaiko, Product Manager at Referon said: “ReferOn‘s highly-advanced features change the way we view affiliates and admin needs through. Seeing as this system is not only for internal usage, this creates an additional revenue stream for the business and allows a more streamlined process of integration and access.”
Betsson Group Affiliates named sponsor of iGaming Club London ’23
Affpapa, the ultimate iGaming directory connecting affiliates and operators, can today announce that Betsson Group Affiliates has been named a sponsor of its upcoming iGaming Club London ’23 event.
Betsson Group Affiliates, home to industry-leading brands such as Betsson, Betsafe, NordicBet is recognised for combining the finest practices of the dynamic online gaming sector with the foundation of a traditional business-led approach.
The iGaming operator is a “long-time partner” of AffPapa, having developed several connections with affiliates through the AffPapa directory.
The company has now secured the exclusive sponsorship ticket, which in addition to sponsoring the headline event during ICE, also grants the operator access to the AffPapa directory, the companies’ partnership is extended for yet another solid year.
Shakyra Jonsson, Senior Affiliate Operations Manager at Betsson Group Affiliates, stated: “Betsson Group Affiliates are excited to extend their partnership with AffPapa, one of the most exciting new directories within our industry.
“Our experience has been top and the team at AffPapa have been amazing and supportive. We look forward to another great year ahead in collaboration with AffPapa.”
Triston Smook, Head of Affiliates at BGA, added: “iGaming Club was a resounding success in Amsterdam, and we are excited to see what this organisation can deliver in London this year! Networking between top professionals is always at the highest level at this event and is an experience not to be missed.”
Yeva Avagyan, Head of Commercials at AffPapa, commented: “Betsson Group Affiliates has been a long-time AffPapa partner, and we couldn’t be happier to welcome them to iGaming Club London as one of the event’s official sponsors! We’re looking forward to taking this partnership with the BGA team to the next level.”
iGaming Club London is part of a global series of events powered by AffPapa, featuring the biggest figures in iGaming, with the sole objective of building business relationships among participants of the sector.
Exclusive dinner and drinks, with iGaming speed dating designed to help attendees get connected with potential partners quickly. Affiliates, operators, and B2B companies can use this chance to showcase products/services, build relationships and create business opportunities.
PartnerMatrix inks new affiliate channel deal with AdmiralBet
PartnerMatrix is proud to announce a new partnership with the established Serbian sports betting and casino platform, AdmiralBet.
Together with PartnerMatrix, AdmiralBet has launched its secure and modern affiliate channel, allowing partners and affiliates to raise the brand’s awareness by showcasing its products to a broader audience and engaging relevant traffic.
AdmiralBet is famous for its rich and modern gaming platform, gaining popularity in the Serbian market with its cutting-edge online sports betting offers. The brand also covers casino verticals while keeping clients active with numerous interesting bonuses and tournaments.
Levon Nikoghosyan, CEO of PartnerMatrix, comments: “Thanks to this agreement, PartnerMatrix is not only partnering with an established and respected brand but also entering the Serbian market, which already has a developed and legislated gaming market. With our latest features and system updates, we are looking forward to a productive cooperation with AdmiralBet’s team.
“AdmiralBet is well-known for its dynamic and modern sports betting solutions, and with the help of PartnerMatrix, I believe the company will create a more efficient traffic generating strategy, greatly expanding their audience.”
Milan Djurmez, Head of Online Gaming at AdmiralBet, adds: “Affiliate Marketing is a new channel for us, but one that we reckon is an absolute necessity for enhancing our outreach. PartnerMatrix seemed to be the software that fit our needs the best and ticked all the boxes. We’re all-in with this, and I’m sure that the results will be worthy of all efforts and investments.“
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