News
Things must change

James Ashton from FindMyUKCasino.com says that affiliates targeting self-excluded players are damaging the entire industry
The relationship between online casino operators and affiliates is under more strain than ever before as regulators and watchdogs continue to tighten responsible gambling requirements.
The UK Gambling Commission has made clear that operators are ultimately responsible for the content that is published on their behalf by affiliates.
This has forced online gambling brands and their affiliate managers to audit their publisher partners and set guidelines for the responsible marketing of their sites.
As a professional online casino affiliate committed to responsible and compliant marketing, we have welcomed this approach as we believe it is also our responsibility to protect players.
This has seen us carry out major changes to our site, from ensuring significant and full terms and conditions are always next to bonus offers via auditing and reworking content.
For example, our best online casino page only lists four of our partner online casino brands with those listed scoring the highest during our review process.
Other online casino affiliates list hundreds of online casinos under their best online casino pages in a bid to maximise revenues from what is usually a high-volume traffic page.
We believe players searching for best online casinos are looking for information about the brands that stand out above the rest – listing hundreds to maximise commission is therefore irresponsible.
There are plenty of online casinos affiliates just like us, affiliates that care about players and being responsible over trying to turn a quick profit. But there are some that are not.
Recently I have seen a growing number of online casino affiliates creating content aimed at UK players that have self-excluded, pushing them to non UKGC-licensed websites.
These publishers are writing ranking pages around terms such as “Online casinos not on GamStop” when we all know that UKGC-licensed operators must work with GamStop.
These ranking pages then list tens or even hundreds of online casino sites that hold licenses from Curaçao and other offshore jurisdictions.
The only reason for creating content around these terms is to target those that have self-excluded because they believe they have a gambling problem or acknowledge the have an addiction.
This is disgraceful behaviour on behalf of the affiliate and is doing untold damage to publishers that believe the foundation of their business is to protect all players, not just the most vulnerable.
Some publishers have stopped short of actually listing online casinos that are not on GamStop and that don’t hold a UKGC licence, but have still created content around these terms.
Again, this is clearly aimed at drawing players searching for these terms to their sites, and then pushing them to other articles and reviews where they are encouraged to sign up and play.
Online gambling operators should also be concerned; some of the publishers creating these sorts of pages are among the largest in the industry and also promote UK-licensed brands.
These operators should be concerned about what impact partnering with affiliates that undertake such black hat techniques might have on their licence should the UKGC find out.
This practice needs to be addressed as a matter of urgency; online casino affiliates publishing such pages should do the right thing and take them down.
UK-licensed online casino operators should better audit their partners – just Google “Online casinos not on GamStop” and you can easily see who is creating content around these terms.
Once they have identified the culprits, they should issue an ultimatum – remove the page or they will cease working with them. This is the only way to protect players and, ultimately, their licence.
On a personal and professional note, it really is a shame to see that some affiliates do not see that their ultimate responsibility is to ensure that players are properly protected.
To do this, they need to provide them with the information they need – including T&Cs – about online casinos to enable them to make an informed decision about where to play.
They should make players aware of the resources available to them if they do feel they have a problem, such as GamStop, and not use it as a technique for acquiring new players.
There are plenty of affiliates out there doing great things when it comes to responsible gambling and compliance, which makes it such as shame that a small number are behaving so badly.
This is not only damaging to online gambling operators and affiliates, but also to the UK players they are pushing to these offshore sites.
Affiliate Success
Fiat & Crypto: King Billy players get the best of both worlds

See how the casino players can deposit in crypto and play in fiat.
Since the dawn of e-gaming robust payment systems have been crucial for the success of any online casino, as they are a key factor in creating a positive and satisfying gaming experience. Moreover, the availability of different payment options allows players to choose the method that works best for them, whether it be classical fiat money or cryptocurrency.
But is it possible for an operator to give its players the best of both worlds, fiat and crypto at once? Yes, it is, with the King Billy feature “deposit in crypto, play in fiat”. The concept is simple. A casino player deposits in crypto (choosing among 4 cryptocurrencies King Billy supports). Then, the system automatically shows them their balance in the currency of their choice (among the 14 currencies King Billy supports, used by more than 3 billion people worldwide). When the players withdraw, their transaction takes place back in crypto.
What are the advantages of this system? Ruslan Legenzov, King Billy Casino Head of Affiliates (or “Lord of Affiliates” as the internal etiquette demands) has the answers: “Good things come in threes, and there are certainly 3 very good things about our “deposit in crypto, play in fiat” feature.
First of all, depositing in crypto means less hassle and paperwork for the player and elimination of the dreaded “transaction not coming through” issue. This has been a problem and actually a torment for many of our players in remote areas of the world. As a global casino, we are happy to act in ways that give peace of mind to our players.
Secondly, this system offers a greater player experience to the King Billy Citizens and Nobles, as they can now take advantage of our numerous promotions and offers in fiat. For example, players who deposit in crypto can now participate in our extremely popular fiat-only “Slot of the Month” offer, that’s been a staple of our casino since our launch.
Finally, with “deposit in crypto, play in fiat” our players, especially the not so cryptocurrency-savvy have a much clearer understanding of their wins or losses. I am sure that a player, let’s say from Vietnam, prefers to see, in real time, how much his slot win is worth in the Vietnamese Dong than running in parallel a crypto converter tool to do the math!”
Well said and well done your Majesty.
For those interested in the “deposit in crypto, play in fiat” feature, King Billy Casino accepts the following currencies: Euro (€), US Dollar ($), Canadian Dollar (C$), Australian Dollar (A$), New Zealand Dollar (NZ$), Norwegian Krone (kr), Indian Rupee (₹), South African Rand (R), Vietnamese dong (₫), Indonesian rupiah (Rp), Malaysian ringgit (RM), Thai baht (฿) and the Philippine peso (₱). King Billy also accepts the following cryptocurrencies: Bitcoin (BTC), Ethereum (ETH), Litecoin (LTC) and Tether (USDT).
King Billy Casino is a new-generation online casino, launched on St. Patrick’s Day in 2017. It is available in 4 languages (English, German, French and Finnish) and it has an impressive record in awards with 25 wins, shortlists and other distinctions, and an amazing variety of features and games. King Billy has prioritized the creation of a superb user experience, focusing on the myth of King Billy and his Kingdom and treats all players with the specialness they deserve.
London Affiliate Conference
Records tumble as iGB Affiliate London grows attendance by 40% with delegates travelling from 101 nations

The 2023 edition of iGB Affiliate London has broken all records with more attendees travelling from more countries than at any time in the event’s history. The number of unique show visitors attending iGB Affiliate London ’23 totaled 5,763 a 40% uplift on the April 2022 edition (4,116) and 19% ahead of 2020 (4,844) which was the last edition of iGB Affiliate London to take place prior to Covid. The number of visitor days which measures return visits, stands at 7,176.
The brand’s impressive international credentials were once again in evidence with visitors travelling to London from 101 nations – the first time that iGB Affiliate London has broken through the symbolic ‘three figures’ for international representation.
With every show metric in positive territory Portfolio Director Naomi Barton expressed her thanks to the entire iGB Affiliate community for its support and for helping to make the 2023 edition so successful. She stated: “We’ve worked in partnership with colleagues active in the iGaming Affiliate sector to deliver an event that provides what the industry requires across all fronts.
“Our focus was to deliver on our pledge to provide delegates with access to new business strategies, new thinking, new trends, new technologies and new content, in the process keeping the iGB Affiliate London proposition fresh and compelling.”
“This edition of iGB Affiliate London was physically the largest on record and the continued demand for space from both new and existing exhibitors underlines the fact that iGB Affiliate London is regarded by our stakeholders -who are based throughout the world – as being their flagship event.”
“Significantly 24% of attendees were making their first appearance at iGB Affiliate London with 1 in 10 affiliate visitors new to gambling. The ability to bring new people into the igaming affiliate space represents an important attribute of the brand.”
Away from the exhibition show floor a total of 450 sector professionals attended the prestigious iGB Affiliate Awards which recognized the ‘best of the best’ across 19 categories. Better Collective Co-founders, Jesper Søaard (CEO) and Christian Kirk Rasmussen (COO) were awarded with the blue riband ‘Affiliate Idol – Lifetime Achievement Award’ for their successful contributions to the industry.
On receiving the Award Jesper Søgaard, Co-founder and CEO said: “I speak for Christian too, when I say that it is an incredibly humbling feeling to not only have been considered but chosen to receive the Affiliate Idol Award. Christian and I may have laid the foundation for something great but without our dedicated colleagues, Better Collective would not be where it is today. I am very honoured but also trust that with our vision to become the Leading Digital Sports Media Group, ‘the best has yet to come’.”
The Affiliate Awards sponsors comprised V.Partners (Stage Sponsor), Safe Affiliates Programs (Photobooth), YGAM (Safer Gambling) and Trueplay (NFT).
Awards
Casino Guru Awards invites you to watch the live ceremony on February 22

The Casino Guru Awards Ceremony is just a week away with the grand date set for Wednesday, February 22 at 13:00 CET. The event will take place online and reunite casino experts and companies, distinguishing them for their efforts and hard work in making the gambling industry a safer place for everyone.
Casino Guru Awards 2023 will reveal the names of the winners of each of the seven categories online during a YouTube live stream hosted by the team. During the event, each of the seven categories will be discussed and a winner – finally announced.
The inaugural edition of the Awards focuses on distinguishing brands across seven core categories that are considered the linchpin of safe and responsible gambling in the industry. Those categories are as follows:
- The Fairest Bonus Policy
- The Fairest General T&Cs
- The Most Impactful Social Responsibility Initiative
- The Best Implementation of RG Tools
- The Most Transparent Casino
- The Most Effective Handling of Complaints Voice of the People
To judge each of the categories, Casino Guru Awards turned to some of the most prominent names in the gambling industry who sat as judges across the panels and sought to distinguish the most worthwhile and deserving gambling companies. The event’s schedule is as follows:
- 13:00 Event Begins
- 13:10 Panel with industry expert judges
- 13:30 Winner of ‘The Most Impactful Social Responsibility Initiative’ category
announced - 13:30 Winner of ‘The Best Implementation of RG Tools’ category announced
- 14:05 Short Break
- 14:10 Winner of ‘The Most Effective Handling of Complaints’ category announced
- 14:30 Winner of ‘The Fairest Bonus Policy’ category announced
- 14:50 Winner of ‘The Fairest General T&Cs’ category announced
- 15:10 Winner of ‘The Most Transparent Casino’ category announced
- 15:30 Short Break
- 15:35 Winner of the ‘Voice of the People’ category announced
The nominees include prominent operators, international gambling and entertainment giants, safe and responsible gambling specialists, tech and data companies, and others.
Apart from the seven core categories judged by the expert list of specialists, Casino Guru Awards 2023 features a “Voice of the People” category voting for which has been going since December 1, 2023. The category’s winner, driven solely by people’s votes, will also be revealed during the upcoming ceremony next week.
Casino Guru proudly invites you to the Casino Guru Awards 2023 ceremony, which you will be able to attend virtually. Viewers are encouraged to ask questions, and should they want to, open discussions using the Slido platform. Do not miss the biggest iGaming event next week – tune in to watch Casino Guru Awards 2023!
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