Operators reassure affiliates in wake of Affiliate Hub closure
UK operators also warn partners to improve their regulatory compliance following Sky Bet’s decision to shut its programme
A number of UK-facing operators, including Kindred Group, have reaffirmed their commitment to their affiliate programmes, despite warning partners to beef up their compliance practices.
EGR Intel understands operators have been emailing affiliates in recent days, with many confirming a long-term commitment to affiliate marketing in the wake of Sky Betting & Gaming’s decision to close its programme.
An email from Kindred Affiliates to partners said: “In light of recent events in the UK betting and gaming market, specifically the fines levied on BGO and 888, the negative press around some types of affiliate marketing and the decision by Sky Bet last week to close their affiliate program, I wanted to contact you and outline the position of Kindred Affiliates.
“Firstly, let me reassure you that we have no plans to close our affiliate program,” the email said.
“We see affiliates as an important part of our player acquisition activities in the UK market, supporting and boosting our other acquisition and sponsorship activities.”
However, operators and affiliate managers have also used the renewed regulatory focus on affiliate marketing as an opportunity to remind partners to adhere to the ASA and Gambling Commission’s regulations.
An email sent out by GVC Holdings said: “Following recent media reports and adjudications regarding the activities of some marketing affiliates, specifically in the UK, we’d like to remind you of your contractual obligations under our affiliate terms and conditions.
“In accordance with the terms of our relationship you have agreed that where you market our brands, all activities shall be proper and lawful under the applicable rules, regulations or laws.
“We strongly advise that you take the time to re-familiarise yourself with our affiliate terms and conditions, specifically the electronic marketing rules, to ensure that you continue to comply with these provisions and carry out your marketing activities in accordance with best industry practice.”
Last week EGR Intel revealed a group of leading affiliates and gaming legal experts had set up a trade body to help the affiliate sector tackle the increasing regulatory scrutiny it is facing.
The new body, to be named the International Gaming Affiliate Association (iGAA), sprung up in response to increased scrutiny of the egaming affiliate market in recent weeks.
Several mainstream news outlets published articles criticising egaming affiliate marketing practices, while Paddy Power Betfair also announced a “one strike policy” just days after the closure of Sky Bet’s Affiliate Hub.