Kindred boosts affiliate compliance with Rightlander deal
Operator joins online casino firm BGO in installing landing page-tracking software to beef up oversight of affiliate partners
Kindred Group has become the latest operator to partner with page-tracking firm Rightlander to help strengthen its affiliate compliance measures.
The software, invented by former affiliate Ian Sims, tracks the source of affiliate traffic and records data including affiliate tags, anchor text and creative materials being used to link to the Kindred brand.
Ryan Henderson of Kindred Affiliates said: “As a licensed operator in multiple jurisdictions, Kindred Group puts responsible gambling and sustainability at the very core of our business.
“Our affiliate partners are expected to share these values, while remaining compliant with the regulations and rules issued by the relevant authorities.
“Rightlander adds an additional layer of oversight to our existing processes as the technology provides automated reporting that allows the Kindred Affiliates team to quickly identify where and how our brands are being promoted, ensuring that all partners are aligned in their marketing approach,” he added.
Online casino operator BGO became the first operator to beef up its affiliate oversight with Rightlander in February once the technology was made available for operators as well as affiliates.
Rightlander founder Ian Sims said: “We are pleased to have joined forces with Kindred Affiliates, helping them strengthen affiliate compliance and responsibility across all online gambling brands.
“In the eyes of UK regulators, operators are responsible for affiliates acting on their behalf, but keeping track of their activity is complex and time consuming.
“We make that process much easier and far more effective,” he added.
Kindred Group today also joined forces with the All-in Diversity Project as part of the company’s sustainability work and ambition to “transform gambling”.
The project is an industry-driven initiative to benchmark diversity, equality and inclusion for the betting and gaming sector.
“We are very excited and proud to be part of the All-in Diversity project, whose vision and mission fully reflect our own agenda and priorities in this important area,” said CEO Henrik Tjärnström.