Affiliate Announcements
Tombola shocks affiliate world: Dutch affiliates forced to pay 1125 for compliance check
Tombola, one of the largest online bingo sites globally, has decided to require affiliates who want to promote the Tombola bingo site in the Netherlands to take a compliance check with a legal consultancy firm. In the first year, this compliance check costs 1125 euros per website. Tombola is the first company in the industry to operate in this way.
Affiliates cannot choose by whom they want to conduct the compliance check. Tombola only accepts the compliance check of the legal consultancy firm XY Legal Solutions BV.
XY Legal has set up the KVA seal of approval as a brand for their compliance check. The KVA seal should not be confused with the KSA, the Dutch Gaming Authority. The KVA has nothing to do with the KSA, and is not accredited by the KSA.
XY Legal charges 1125 euros per website for their commercial KVA quality mark. After the first year, affiliates must pay another 725 euros per year per website to remain compliant.
Jan Westerhoff, Dutch igaming specialist at Nieuwslog.nl explains that this means an extra cost of tens of thousands of euros for affiliate companies with a large number of websites.
Marc Smit, country manager Netherlands at Tombola, indicates that this set-up was chosen because Tombola has no Dutch affiliate compliance employees.
“We do indeed set the KVA seal of approval as a condition for starting an affiliate program at Tombola. We believe that an affiliate partner should be tested,” says Marc Smit.
XY Legal indicates that their compliance check is not quantitative and that not the entire website will be checked. The general terms and conditions clearly state, “This means that not the entire website gets a full check.”.
Mr Steven Vrolijk of XY Legal indicates, “As mentioned, we always emphasize in communication that providers do well to also maintain their own compliance checks.”.
Therefore, it is unclear why Tombola seems to sail blindly on the expensive seal of approval of XY Legal and thus drives affiliates to high costs.
Jan Westerhoff says: “Tombola is the only provider with a Dutch KSA license that imposes this requirement. All other operators on the Dutch market, such as Bet365 and Betcity, do their own compliance check, and those companies do not charge affiliates for this.”.
“As far as is I known, Tombola.nl is unique in the igaming industry with their way of forcing affiliates to buy a seal from a commercial consultancy firm.”.
It seems that Tombola is trying to cut back on their compliance costs by making the affiliate pay for these costs. Marc Smit confirms: “Tombola will not pay for this (the compliance check, ed.).”.
Tombola’s decision created shockwaves in the igaming world. According to Jan Westerhoff this will create an unworkable situation in the affiliate market if other operators follow. “Imagine all the extra costs involved if every operator would require a compliance check from a different consultancy firm. This would mean gigantic bills for affiliate companies, and the only winners would be the money-grabbing consultants who want to make a quick buck.”.
The KVA seal of approval is not entirely uncontroversial. Several affiliates who have the seal are mentioned as customers on the website of XY Legal Solutions. Entanglement of interests seems to be lurking. The legal consultancy firm does indicate that every affiliate website must meet the same requirements. The question is how they guarantee this.
Affiliate Announcements
WA.Technology Launches WA.Affiliates
WA.Technology, an award-winning B2B iGaming solutions provider, announces the launch of WA.Affiliates, a next-gen iGaming affiliate management platform. WA.Affiliates empowers operators to manage and optimise their affiliate programs for enhanced profitability, broader market reach, and streamlined, successful operations.
WA.Affiliates combines an intuitive user interface with a clean, functional design, facilitating simple affiliate performance management. The platform solution is built on real-time optimisation and informed analytics so operators can expand their reach, increase traffic, and boost revenue with maximum efficiency.
Key features include personalised and customisable agreements for each affiliate, integrated user tracking for intelligent insights, and an optimised iGaming-oriented back-office. WA.Affiliates’ support includes zero setup fees alongside free panel transitions and integrated wallets for transaction security and straightforward migration.
Operators can reap the benefits of effortless management thanks to WA.Affiliates’ user-friendly dashboard configuration. Around-the-clock support offers real-time assistance and uncomplicated navigation, giving operators the upper hand in the global marketplace. Hourly insights, detailed reports, and in-depth analysis perfect data-driven decisions for improved acquisition and retention strategies. WA.Affiliates also motivates affiliates via its engaging gamification system, and intelligent user-tracking provides accurate information on campaign performance.
Tim Scoffham, CEO of WA.Technology, shared his enthusiasm for the launch, saying, “With WA.Affiliates, we’re forging a new path in the iGaming industry, creating a platform that not only meets but anticipates the needs of our partners. Our focus on innovation and customised solutions makes WA.Affiliates a key player in driving growth and profitability. We’re simplifying affiliate management to deliver tangible results, demonstrating our commitment to leading the way in digital excellence. At WA.Technology, we’re not just following the path to excellence – we’re creating it.”
Affiliate Announcements
CasinoBeats Summit Set to Offer a Laser Focus on Marketing and Affiliate Strategies
Amidst the whirlwind of Google’s relentless updates and the intricate web of affiliate marketing, the upcoming CasinoBeats Summit, with a laser focus on SEO, AI content, and innovative traffic monetisation strategies, will offer marketers and affiliates a platform to tackle pressing inquiries head-on.
The ‘Marketing & Affiliation’ track will occur across both core days of the CasinoBeats Summit, 22nd – 23rd May, at the InterContinental Malta. The track will provide 4500 attendees with an in-depth exploration of key talking points shaping the worlds of marketing and affiliation.
Discussions will encompass leveraging innovative technology such as artificial intelligence (AI) and immersive video content to engage new audiences, the power of alternative marketing channels, and gaining a competitive edge through SEO strategies.
The panel titled ‘Finding CRM harmony: Automation vs Experience’ will delve into the growing influence of customer relationship management (CRM) and the most effective strategies for its utilisation. Industry experts Matthias S. Kaiser (Head of CRM at Tipico), Alexandru Ababei (CRM Global Promotions Manager, Betsson) and Zurab Magalashvili (CMO, Adjarabet), will explore how CRM implementation can align with existing processes for player experiences and how CRM data can aid in proactive responsible gambling initiatives.
The conference session ‘Future-Proofing Marketing: Unveiling Trends Beyond the Hype’ will discuss the latest marketing trends and assess their long-term potential. Marketing experts Calvin Samut (Head of Brand, Socios), Cecilia López Boronat (Marketing Content Manager, Clobet Limited) and panel moderator Dennis Algreen (Marketing Director, SBC Events), will explore the longevity of these emerging trends, the danger of chasing trends and whether businesses should prioritise long-term brand stability over fleeting marketing fads.
The conference on the second day will commence with the panel ‘Monetizing Traffic Beyond Traditional Models’ focusing on the significance of alternative marketing channels such as Whatsapp and Telegram. Experts Silvia Almeida (Chief Media Officer, Clever Advertising), Leanne Muleba (Chief Operations Officer, Matching Visions), Eleonora Norbiato (Head of Acquisition, SKS365) and panel moderator Maria Tsnompilantze (Content Marketing Manager, SBC), will deliberate over how useful these alternative channels are, what metrics are particularly relevant for monetization purposes and whether the quality or quantity debate is over in the age of SEO.
The panel titled ‘The Uncharted Territory of Grey Hat SEO – Traffic, Cloaking, PBNs, Parasite SEO and More’ will delve into the nuances of SEO and PPC tactics, exploring the benefits of both Google-approved and grey hat strategies. Led by experts Vadim Aidlin (Chief Executive Officer, PushnotiAds) and Julia Logan (CEO & Founder, Zangoose Digital), discussions will encompass the use of PBNs, the impact of bot traffic, successful partnership SEO strategies and best practices regarding cloaking.
The first core day of the event will also feature a dedicated ‘SEO Trilogy’, hosted by Ivana Flynn alongside a host of industry experts as they tackle the continuously evolving SEO landscape.
The conference will also provide delegates with dedicated tracks covering key industry verticals such as casino, leadership, industry, and regulation and dedicated sessions for women in gaming. Moreover, attendees will be able to participate in innovative session formats such as hackathons, roundtables, and workshops.
Affiliate Announcements
Catena Media readies for online sports betting launch in North Carolina
Catena Media is well positioned to record a solid launch of online sports betting affiliation in North Carolina when the state opens for licensed sports wagering.
The group’s national brands, led by LegalSportsreport.com, are attracting North Carolina bettors with dedicated content, as is Catena Media’s state-focused NCSharp.com website. Alongside Catena Media’s own brands, the group has also published content in collaboration with media partners including Advance Local, owner of NJ.com and other news websites.
In the countdown to launch day, Catena Media held several top rankings for key organic search terms used by potential bettors to find relevant sports-betting-related content and offers.
Prior to the official go-live, the group has deals in place with five major operators offering sports betting platform access to North Carolinians. The customer agreements in North Carolina consist of a mix of revenue share and cost-per-acquisition (CPA) agreements.
North Carolina, with an adult population of 8.5 million, allows anyone aged 21 and over to place sports bets online.
Ryan Harper, Catena Media Vice President North America, said: “We have had a solid run-up to the launch date and are pleased with our efforts so far. We also expect the March Madness NCAA college basketball tournament later this month to be a big driver of new depositing customers in North Carolina.”
North Carolina expands Catena Media’s operational footprint in North America to 29 state and regional markets.
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