GVC closes Cashcade affiliate programme
Operator plans to switch Foxy Bingo to a new affiliate platform provider within the next few weeks
GVC Holdings has today closed its Cashcade affiliate programme, EGR Marketing understands, as the operator closes in on finalising a deal with a new platform provider.
The firm emailed affiliates this week to inform them of its decision to shutter the Dragonfish-powered programme, which hosted a number of brands including Foxy Bingo and Foxy Casino.
As a result of the closure, affiliates were told to remove all Cashcade-related content from their site as of 26 January and to cease all Cashcade-related marketing activity.
The email said the firm would move the affiliate programme to a new platform, which a GVC spokesperson told EGR Marketing could complete within the next few days.
“The decision was taken a little while back to move to a new system and we are just finalising arrangements with a new provider now which we will be announcing soon,” the spokesperson said.
The decision to close the programme was met with dismay by some affiliates, who took issue with being given only a limited timeframe to remove all relevant promotional activity from their website.
In a response, the GVC spokesperson said: “It is slightly unfortunate that there is such a small window and that it has come at a bit short notice but one reason is that we are trying to get the new deal in place for LAC.
“What we will say to all affiliates is that we will be completely open to striking new arrangements with them and get them signed up on the new platform. We are going to be very prominent at LAC and actively engage with any affiliates who want to talk to us.”
GVC has confirmed any qualifying CPA deals up until the 26th January 2017 will be paid but from the end of January will cease any further payments for revenue share deals.