News
How Will Gambling Affiliates be Affected by Rule Changes in the UK?
As the iGaming market in the UK has grown exponentially since 2010, we’ve also seen associated money-making opportunities emerge in the sector.
For example, the most successful gambling affiliates can earn in excess of £20,000 per month when ranking well for competitive search volume keywords, simply by promoting a particular casino brand through their site.
However, given the recent proposals aimed at safeguarding players in the iGaming market and the wider impact of Brexit on the European gambling industry in the UK, the future for affiliates has become uncertain. But how will they be affected by any rule changes?
Exploring Current Affiliate Restrictions
During the House of Lords Select Committee meeting on the Social and Economic Impact of the Gambling Industry in February, delegates discussed a wide range of measures to help protect vulnerable and underage gamblers.
They also entertained the ambitious proposals by the All-Party Parliamentary Group (APPG) for Gambling Related Harm, which included measures such as a £2 online slots betting cap and a comprehensive review of the licensing criteria imposed on operators.
Another key topic for discussion was the role of affiliates, and more specifically how operators feel about regulating these entities and the way in which they advertise to their customers.
Currently, there is a clear rule which makes operators liable for the actions of their affiliate partners, with this having been in place since the last review of the market in 2018.
This rule created a sense of accountability amongst operators and made them directly responsible for the marketing activity (and breaches) of their affiliates, resulting in a slew of financial sanctions for brands across the board.
This was also part of a wider drive to curb the publication of misleading information on affiliate sites, which could occasionally be utilized to target vulnerable or underage players.
Aside from misleading advertising, this body of rules and wider regulatory framework also covers specific database practice requirements, including the requirement to demonstrate explicit consent for any person who happens to be on an affiliate’s email marketing list.
By attempting to control sponsored iGaming messaging in this way, both the UK regulator and the government caused a considerable splash in the affiliate market.
For example, Sky Bet closed their affiliate program completely after the new rules were imposed, while a host of other market-leading operators listed on mybettingsite.uk ceased to partner with their most inefficient and untrustworthy affiliates.
This also contributed to the significant spike in mergers and acquisitions in the iGaming market during 2018/19, so it should come as no surprise that stakeholders are watchful in the event that new affiliate laws are passed.
So, What Does the Future Hold for iGaming Affiliates?
The main worry here is that the previous measures clearly have not resulted in the level of control and conformity that regulators would like, which is why alternative (and potentially stricter) measures may be under consideration.
In fact, the most logical and likely move would be to see the government (in conjunction with the UK Gambling Commission) attempt to regulate affiliates and their activity directly.
In theory, this could broadly follow the US model, where sports betting affiliates are required to register or license their operations in full before deals can be struck to promote online sportsbooks and iGaming brands.
This would not only potentially result in the formation of a new and standalone regulatory body, but costs may also be introduced to create a barrier to entry for new affiliates and make the practice less profitable for rogue operators.
Just as in 2018/19, any new rule changes could also trigger another wave of mergers and acquisitions.
In this instance, such strategic moves could well help smaller operators to absorb increased operational costs, while enabling larger corporations to strengthen their market share.
On a fundamental level, however, any new rule changes would require operators (and, to a lesser extent, affiliates) to boost their legal representation, in order to help minimize regulatory costs and pay for any external legal support that may be required.
These challenges will be compounded by Brexit, particularly for UK operators who may also be struggling with the increased RGD levy and other regulatory restrictions.
So, all stakeholders will be waiting with bated breath in the coming months, to see which of the new iGaming rules and regulations are likely to impact on the lucrative practice of affiliate marketing.
“I personally think the industry should view this as a positive chance to work hand-in-hand with the NHS, charities and government as all stakeholders pull together to minimise gambling harm. Gambling is meant to be fun and entertaining and the industry must ensure that it is responsible, so that those in need can gain access to properly funded support as and when they need it.”
Affiliate Compliance
Rightlander and RavenTrack Partner to Boost Affiliate Marketing Compliance and Advertising Opportunities
Leading iGaming compliance and tracking platforms unite to bolster affiliate marketing integrity.
Rightlander, a leading provider of marketing compliance and intelligence solutions, has announced a strategic partnership with RavenTrack, a prominent affiliate tracking platform. This collaboration aims to enhance marketing compliance and risk management for Raven Track clients and help identify untapped advertising opportunities with affiliates across global markets.
The partnership will offer access to Rightlander’s comprehensive suite of innovative marketing compliance solutions, including web, search, and social media monitoring to track affiliate promotional activities, content compliance scanning to ensure adherence to regulatory requirements and monitoring services.
RavenTrack’s diverse client base spans established and emerging markets, and this partnership addresses the growing need for robust compliance measures in regions with evolving regulatory landscapes.
Sarafina Wolde Gabriel, CEO of Rightlander, commented on the partnership: “We’re excited to partner with RavenTrack to offer our cutting-edge compliance and marketing solutions to their global client base. As marketing regulations tighten in established and emerging markets, our tools will help brands and affiliates navigate the complex landscape of marketing compliance and capitalise on advertising opportunities.”
RavenTrack is a leading affiliate tracking platform specialising in providing advanced tracking and analytics solutions to help brands optimise their affiliate marketing programs. Its client base includes prominent brands such as Jumpman Gaming, Betfred, Bet9ja, and Mr. Q, to name a few.
Adam Rowley, RavenTrack’s Managing Director, expressed enthusiasm about the partnership: “At RavenTrack, we understand the critical importance of marketing compliance. Our collaboration with Rightlander represents a significant step forward in our mission to provide our clients with robust, innovative and effective tools for managing their affiliate programs.”
“By integrating Rightlander’s advanced compliance solutions with our cutting-edge tracking platform, we’re empowering our clients to navigate the complex regulatory landscape with confidence while maximising their marketing potential.”
This partnership represents a significant step forward in promoting responsible and compliant marketing practices in the rapidly evolving affiliate marketing industry. By combining RavenTrack’s expertise in affiliate tracking with Rightlander’s advanced compliance tools, the collaboration aims to set new standards for transparency and regulatory adherence in the sector.
Affiliate Announcements
Raise your Game with BoostBox by MyAffiliates: a new AI-Driven must-have iGaming Affiliate ace, for instant wins and real results
Jackpots just got closer for iGaming affiliate marketers with the launch of BoostBox by MyAffiliates — a new AI-driven tool designed to unlock new levels of affiliate potential. With a simple touch of a button iGaming affiliate partners can now access:
- Instant Updates: up-to-date product and promotional information
- Increased Productivity: easy access to brand resources, whilst reducing support queries by up to 40%
- Streamlined Research: brand and product information in an instant
- Quality Content: resources to produce consistent, on-brand promotional content
Boostbox by MyAffiliates is not just a game-changing upgrade — it’s a leap forward in affiliate marketing, setting a new standard in the industry for speed, relevance, impact and results.
iGaming affiliate marketing has long faced recurring obstacles that impact performance potential – delays in accessing information, time-consuming research, content inconsistencies, and resource limitations. BoostBox by MyAffiliates is an innovative AI-driven solution to these challenges, enabling affiliates to stay competitive and focused, taking results to a new level.
Clemence Dujardin, Group CEO at MyAffiliates, “BoostBox is redefining iGaming affiliate support and is the ultimate affiliate marketing solution. By maximising the capabilities of AI to bring real-time information to affiliate partners, programmes and content are guaranteed to be as impactful and as engaging as possible. MyAffiliates is at the forefront of affiliate marketing, and using the latest technology to launch BoostBox today, our users can enjoy the very best available affiliate marketing experience and strengthen their potential overnight.”
Roo Wright, Founder of BoostBox added, “Having built a number of affiliate businesses over my 18 years in the industry, I know firsthand the challenges affiliates face. BoostBox was born from that experience, and our partnership with MyAffiliates will help take affiliate marketing to the next level.”
MyAffiliates has long been a powerhouse in affiliate marketing software, empowering iGaming operators to bring all their brands and products together under one seamless affiliate system. Since its launch in 2007, MyAffiliates has set the standard in the industry, becoming the go-to platform for iGaming operators. In fact, StatsDrone recognised MyAffiliates in April 2024 as the most-used affiliate marketing software in the gaming industry—solidifying its role as a trusted leader and innovator in the space.
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