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How Will Gambling Affiliates be Affected by Rule Changes in the UK?

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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.

 

 

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Gaming Innovation Group Media Arm (GiG Media): Official Policy in place for joining QMRA

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Gaming Innovation Group Media Arm (GiG Media): Official Policy in place for joining QMRA

 

GiG Media is one of the most well-known international iGaming Affiliate companies—the listed iGaming giant places high value on regulatory compliance in all active markets. The company acknowledges that QMRA is a valuable tool for ensuring better compliance.

GIG Media has decided to implement a strategy that websites operating in markets serviced by QMRA will be required to adhere to the Quality Mark. Over the next few months, GiG Media will begin the process of ensuring compliance with the QMRA team. GiG Media has already partnered with QMRA on its websites targeting the Swedish and UK markets.

QMRA is very happy about this. Working together with the GiG specialists will improve the Quality Mark as a whole.

Quote by Milorad Matejic, COO, GiG Media: “Gig Media is pleased to cooperate with QMRA in enhancing our compliance initiatives. Adhering to their standards on our websites where QMRA services the market demonstrates to the market our commitment to compliance at Gig Media.”

Quote by Steven Vrolijk, LL.M., QMRA Director: “QMRA is a follow up for our Dutch Quality Mark KVA. KVA has been very successful in the Netherlands, which made our choice for expanding internationally easy. We now service a lot of geo’s, among which Ontario, Sweden, Germany, Denmark and more.

GiG was one of the first KVA members, so we know each other already. GiG knows our work and our serious efforts. I am happy to say that our KVA evidence led them to be the first to make QMRA official company policy.

I am proud of this as well: we just launched in February (2024) and GiG being one of the largest affiliate companies out there, this is a huge step!

As we continue to expand internationally, we’re excited to welcome more partners committed to excellence. Join us in setting the standard for compliance in the iGaming Affiliate Industry”

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Affiliate Success

Casino Guru wins Affiliate of the Year at AffPapa Awards for third consecutive time

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Casino Guru wins Affiliate of the Year at AffPapa Awards for third consecutive time

 

Casino Guru, the premier platform for online casino reviews and industry insights, is thrilled to announce its victory in the “Affiliate of the Year” category at the prestigious AffPapa iGaming Awards 2024.
This marks the third consecutive year that Casino Guru has received this esteemed recognition, cementing its position as a leader in the affiliate industry.
The AffPapa Awards celebrate excellence in the iGaming sector, highlighting outstanding affiliates, operators, and B2B providers. Casino Guru’s consistent triumph in the “Affiliate of the Year” category is a testament to its commitment to transparency, innovation, and player safety. The platform, known for its comprehensive reviews and user-friendly interface, continues to set industry standards, ensuring fair play and informed choices for online gamblers worldwide
Over the past year, Casino Guru has achieved unprecedented growth and several notable milestones. The platform has maintained its status as the largest online casino database, with reviews of over 6,200 casinos. In a commitment to transparency and player protection, more than 450 online casinos have adjusted their terms and conditions based on Casino Guru’s recommendations. Additionally, the online gambling forum has surpassed 5,000 monthly posts, reflecting its strong community engagement.
“We are honored and delighted to receive this award for the third time,” said Ivona Kulichova, Casino & Affiliate Communication Lead. “This recognition reflects our unwavering dedication to providing high-quality, trustworthy information to our users and partners. We extend our gratitude to the AffPapa Awards committee and our incredible team for their hard work and passion.”
Casino Guru’s dedication to responsible gaming initiatives has been a cornerstone of its success. Partnerships with organizations like Mindway AI further this mission, emphasizing responsible gaming practices. The Casino Guru Awards recognize the industry’s top operators and professionals who align with Casino Guru’s mission to make online gambling safer.
Additionally, the Casino Guru Academy has introduced new courses on key industry topics, such as player verification, ESG in gambling, customer complaint handling, and affiliate management, highlighting its commitment to professional development and high standards. The Global Self-Exclusion Initiative, which includes the Self-Exclusion Standards project developed with international experts and City, University of London, exemplifies Casino Guru’s proactive approach to player safety.
The Complaint Resolution Center has also achieved remarkable success. Over the past year, 12,161 complaints were published and 3,428 resolved, saving players over $11 million. This represents a significant increase in both the number of complaints handled and the amount of money recovered for players, underscoring Casino Guru’s role in protecting consumer interests.
Amidst these achievements, Casino Guru remains steadfast in its mission to provide comprehensive and reliable information to the online gambling community. The company is committed to continuous innovation, responsible gambling practices, and fostering a trustworthy and engaging online environment for its visitors and the broader public.
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Awards

Winners Announced at the First Annual Golden Boomerang Awards 2024 in Cyprus

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Winners Announced at the First Annual Golden Boomerang Awards 2024 in Cyprus

 

The 11 most significant participants in the Golden Boomerang Awards traffic tournament were awarded heavyweight golden statuettes for contributing to the iGaming industry. The tournament is set to become an annual, and looking forward to the 2025 season

The winners across 11 nominations were named and honored at the 2024 Golden Boomerang Awards Ceremony, organized by Boomerang Partners in Cyprus. More than 150 major affiliate marketing representatives from around the globe visited an exclusive, new, first-in-industry event designed to recognize affiliates.

The Golden Boomerang Awards incorporated a full-scale award event with a red-carpet experience. Boomerang Partners is the first company in the industry to create such an award, offering affiliates a one-of-a-kind awarding ceremony participation from the partner program. The ceremony was opened by Ivan Krainov, co-founder of Boomerang: “The Golden Boomerang Awards is a fantastic initiative for our affiliate program. It’s an exciting opportunity for me to have my debut in the public eye, as I wouldn’t want to miss the chance to engage with our partners at this event. The Golden Boomerang Awards is our expression of gratitude to the partners who contribute immensely to the growth of Boomerang Partners.”

The awarding ceremony featured real rewards – actual golden statuettes, emphasizing the value of winning and partnership. The ceremony included the best options of modern live events: a beach party in the morning, and an awards ceremony in the evening — all with high-level networking opportunities, entertainment, live performances, and a DJ set, creating a festival atmosphere befitting an honored celebration.

“We’ve worked a lot with Boomerang Partners over the past year. It took us a couple of years to reach this level, and it’s just the culmination of our efforts over these years. This award has exceeded our expectations, and a big deal for us. We’re looking forward to next year and possibly winning the next Golden Boomerang Award, — said Julian Pfennig, co-founder of Apex Media Ltd, the grand winner of the Golden Boomerang Awards. — Boomerang has been one of our top partners. They have a lot of brands and frequently launch new ones, so it never gets stale or boring. And we’re having a wonderful time at the Golden Boomerang Awards Ceremony: one winner after another, with spectacular shows between the nominations. The nominations themselves are exciting. So, yeah, this is a big show, and we’re enjoying it a lot.”

 

2024 Golden Boomerang Awards Winners:

  • Winner: Apex Media Ltd
  • Rising Star: iGaming Awards (iGamingTeam)
  • Most Innovative Campaign: IT Universe (Unbesiegbar)
  • Best SEO Traffic: Media24 (AffMedia)
  • Best PPC Traffic: Britex (Amirah&Co)
  • Best Casino Traffic: MashaMedia (Unicorns)
  • Best Sportsbook Traffic: Creatus Media (FTDeez)
  • Best Quality Traffic: Inovatiq (HighRoller Gaming)
  • Best Ambassador: G.Partners
  • Best Affiliate: Aviate Leads (Avia Traf)
  • People’s Choice: CasinoGuru (StarGlide)

“We plan to make the Golden Boomerang Awards an annual event. And right from the start they set a high level – for the final event and results. Today guests from all continents flew to the ceremony. These are the winners, partners and top-leaders of the tournament. We have brought together a great professional community. We invited our partners to enhance their networking experience with enjoyable and productive interactions,”said Vitalii Prokofev, CEO at Boomerang Partners.

As the Golden Boomerang Awards 2024 concludes, plans are already underway for next year’s event. Continuing its annual tradition, the Golden Boomerang Awards will return in 2025, once again offering unique opportunities to Boomerang Partners.

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Offering comprehensive coverage on all aspects of the gaming sector, our daily posts include online and land-based gaming, betting, esports, regulatory and compliance updates, and technological advancements. Regular features encompass daily news articles, press releases, exclusive interviews, and insightful event reports.

The platform also hosts industry-relevant webinars, and provides detailed reports, making it a one-stop resource for anyone seeking information about operators, suppliers, regulators, and professional services in the European gaming market. The portal's primary goal is to keep its extensive reader base updated on the latest happenings, trends, and developments within the gaming and gambling sector, with an emphasis on the European market while also covering pertinent global news. It's an indispensable resource for gaming professionals, operators, and enthusiasts alike.

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