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”).”
Tipico U.S. Partners with Income Access for Affiliate Program
Soon to launch New Jersey-facing sportsbook to leverage Income Access’ platform and affiliate management services
Tipico U.S., a division of Tipico Group, one of the largest European sports book operators, today announced a partnership with Income Access, Paysafe Group’s marketing technology and services provider. The partnership will see Tipico U.S. unveil a new affiliate program in New Jersey for its imminently launching sports betting and iGaming brand, which will be managed by Income Access’ team of affiliate marketing experts, while leveraging the company’s technology solution.
Tipico Group, which possesses nearly 15 years of online and retail sports betting experience in Europe, is one of the few operators to use proprietary technology to power its gaming products. Regulated by the New Jersey Division of Gaming Enforcement (DGE), Tipico U.S. will officially unveil its new gaming brand to sports enthusiasts within the state in 2020.
Supporting affiliates with their acquisition and retention efforts is Income Access’ affiliate software, which features comprehensive tracking and reporting tools. As the upcoming Tipico U.S. program will also be managed by the company’s in-house affiliate management team, the brand will benefit from expert knowledge in affiliate recruitment, outreach, maintenance, payments and more.
The launch of the Tipico U.S. affiliate program will enable affiliates to develop and monitor digital marketing campaigns for the international sports gaming and entertainment company. Aiming to engage with active sports bettors, Tipico U.S. is a brand for players who want cutting-edge sports betting experiences. At launch, Tipico will offer simple enrollments via their mobile app, web and desktop platforms, as well as competitive player promotions.
Adrian Vella, Managing Director, U.S. Business at Tipico, said: “We’re thrilled to partner with Income Access and look forward to the great work the company will be able to produce for our team. As part of our U.S. expansion, we’ve made sure Tipico is aligned with the best in the business, particularly those with deep experience in the regulated New Jersey market.”
Keith Gormley, Head of U.S. Marketing at Tipico, added: “This partnership will serve as a key piece in our marketing strategy for both our upcoming launch in New Jersey and our expansion into other regulated markets in the U.S. Through our collaboration, we’re anticipating driving high-quality players into the Tipico sports betting product.”
Tara Wilson, SVP and General Manager at Income Access, Paysafe Group, said: “Sports affiliates will soon be able to promote Tipico, a well-known brand in the gaming industry, thanks to our partnership. Both our platform and management services will help affiliates establish a presence in New Jersey, while also encouraging overall program growth.”
The Lottery Office Launches Affiliate Programme with Income Access
The Lottery Office, Australia’s premier online lottery operator, has announced the launch of its new lottery affiliate programme with Income Access, Paysafe’s marketing technology and services provider. The agreement will see the iLottery brand, which is regulated by the Northern Territory Government of Australia, leverage Income Access’ comprehensive affiliate marketing software to optimise programme growth and increase affiliate partnerships in Australia.
An established brand with over 16 years of experience in the global lottery industry, The Lottery Office employs a unique business model, whereby Australian players are provided with a matching ticket, at the lottery of their choice, for major lotteries across the globe once a ticket is purchased locally. The company’s portfolio includes seven of the world’s biggest lottery brands such as EuroMillions®, EuroJackpot® and US Powerball®.
Part of the Global Players Network Pty Ltd, The Lottery Office is also one of a select group of online lottery operators that are licensed by the Northern Territory Government of Australia to sell tickets to Australians, allowing customers to benefit from international lottery draws.
The integration with Income Access’ award-winning reporting and tracking technology will grant The Lottery Office and its affiliates access to key data and tools that can be leveraged towards their combined digital marketing efforts to maximise overall revenue growth. Furthermore, the platform features state-of-the-art ad targeting capabilities based on geo-location, time of day, device, browser and other criteria.
Qualified partners will benefit from the brand’s in-house affiliate team with the long-standing history and experience required to acquire and retain high-value iLottery players. In addition, affiliates will be compensated through competitive revenue commission schemes.
Jaclyn Wood, CEO at The Lottery Office, said: “The combination of Income Access’ leading affiliate software and dedicated affiliates, who will play an integral role in our advancement, gives us a powerful marketing advantage while aligning with our strategic growth plans.”
Tara Wilson, SVP and General Manager at Paysafe’s Income Access, said: “We’re thrilled to be partnering with a company like The Lottery Office, which has such a strong presence in the Australian online lottery market, in support of its affiliate programme launch. Through our software platform, we will provide essential marketing tools to support both the growth of its affiliate channel, as well as the brand’s overall exposure in Australia’s expanding iLottery market.”
BonusFinder.com granted Responsible Affiliates in Gambling (RAiG) membership
Cements company’s commitment to social responsibility in UK gaming affiliate sector
BonusFinder.com has been granted membership of the Responsible Affiliates in Gambling (RAiG) body in recognition of its commitment to responsible gaming and player safety.
RAiG’s mission is to raise standards in the UK affiliate sector around responsible gaming, to foster wider initiatives to promote social responsibility and help to create a safer gambling environment for consumers.
Before being granted its membership, BonusFinder.com successfully completed a third-party social responsibility audit, ensuring it fulfils the association’s entry criteria as well as being compliant with a range of existing statutory and non-statutory regulations.
As a member of the RAiG, BonusFinder.com has agreed to uphold the Code of Conduct set by the association around social responsibility, business ethics and regulatory compliance.
The association was founded in 2019 with founding members including Better Collective, Oddschecker, and the Racing Post.
Fintan Costello, Managing Director, BonusFinder.com, said: “Ever since we started the business a year ago we have been firmly committed to ensuring the highest levels of compliance and licensing, with player safety our number one priority.
“Being granted a membership to RAiG further cements this pledge and we look forward to working together with the association and its members to share knowledge and experience and to ensure that best practices and standards are upheld in the affiliate industry.”
Clive Hawkswood, Chairman of RAiG, said: “We are thrilled to welcome BonusFinder as a member as we continue our work to promote the socially responsible marketing of gambling products.
“Our members want to go beyond what’s required and recognise the role that affiliate marketing providers must play as part of wider industry initiatives in the UK to promote social responsibility and a safer gambling environment for consumers.”
BonusFinder.com was founded in 2019 with a simple goal to allow people to “play with more” at their favourite casino or sportsbook and operates in several European markets and holds affiliate licences in five US states.
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