James Ashton, Head of Content at FindMyUKCasino.com, suggests ways the relationship between affiliates and operators can be improved for the benefit of both parties.
The relationship between online casino operators and affiliates has been under the microscope for some time now, sparked mostly by the pressure being applied to both parties in this new era of regulation and compliance.
The GB Gambling Commission has made it very clear that operators are ultimately responsible for the marketing activity carried out by affiliates on their behalf, which in turn has forced operators to really get to know their publisher partners.
This has meant undertaking audits of affiliate sites and the people and businesses behind them, requiring a real collaborative effort to ensure that affiliates are promoting casino brands within the guidelines set by the GC and other watchdogs.
As a relatively new affiliate, we have been somewhat fortuitous to know and understand these requirements from day one, and have been able to design, develop and operate our online casino comparison site compliantly and responsibly from the get-go.
That being said, we have found that some operators are more willing to assist and support affiliates particularly those that have just entered the space. But those that are less proactive are making the compliance challenge that bit tougher to overcome.
From not notifying affiliates about major updates, to asking for tracking links to be removed without providing new ones via changing partnership agreements and a general lack of communication, a better working relationship needs to be reached if compliance is to be achieved.
Below, I list some of the pain points we are feeling as a start-up affiliate business seeking to do all we can to be compliant and ensure we market to consumers responsibly. I also suggest steps operators and affiliates can take to bring the spark back to their relationship.
A lack of communicationAt present, there is a general lack of communication between some affiliate managers and their affiliate partners. For example, one of our operator partners took the decision to close its UK-facing casino without notifying us or their other partners.
This meant we were sending casino players to the brand, which was only operating its sportsbook. We regularly check our links so were able to discover this fairly early on and contacted the operator in question to find out what was happening. Months later, we still havent had a reply.
The vast majority of affiliates are reachable via email and Skype, so there really is no excuse for not communicating with publisher partners, especially around major events such as leaving a market or even changes to bonuses and terms and conditions.
Of course, affiliates could make themselves more available to their operator partners, providing up to date email addresses and Skype IDs. They could also touch base with affiliate managers more regularly to ensure they are on top of any updates coming we speak to most of ours weekly.
Tracking linksTracking links are an affiliates income stream. If they are not working correctly, we are sending players without them being tagged and therefore the revenues they generate once active at the casino are not being attributed to us.
We have had instances where our operator partners have failed to notify us that tracking links have changed, meaning the ones we had in place were no longer active. On another occasion, we were asked to remove tracking links then had to wait almost a month for new ones.
This put us in a difficult position as our content was ranking well for the operator in question and we had a steady stream of traffic to their review page. We had to decide whether to remove the page and lose rankings and traffic or give our readers a poor experience with a broken link.
There are compliance issues to consider, too. If tracking links to full terms and conditions are not working, then we are not meeting UKGC requirements that state full bonus terms and conditions must be no more than one click away.
We understand that operators change links and offers from time to time, but affiliate managers should keep their partners up to date and if existing links are to be removed, have new links ready to replace them straight away.
This is not only to ensure the affiliate is being fairly compensated for the players they are pushing through to the operator, but also to ensure that links to terms and conditions are working and that players can access them via a single click as required by the UKGC.
Mutual respectAs a proactive affiliate that goes to great lengths to ensure we are promoting our online casino partners responsibly and within the rules, it sometimes feels that there is a lack of respect from operators when it comes to the role we play in sending them new traffic.
We have had brands ask to be listed on our site, only for them to be completely inflexible when it comes to commercials when they suddenly adopt a take it or leave it approach. When we have questions aspects of deals, we have been accused of lacking experience and knowledge.
One big-name operator even took the decision to change its terms and conditions to require a minimum number of FTDs per month for our current agreement to stand if we didnt meet that criteria then our commission would be slashed from 40% to 10%.
This makes us and other affiliates, I am sure feel totally undervalued for the huge amount of work we put into developing our websites and brands, creating high value content and ensuring we offer the best possible experience to our readers.
Sure, we get compensated for this when players sign up and deposit, but we have to make a tremendous upfront investment in both time and money to get to the point where we are sending a steady stream of new players each month and generating revenues and profits.
Operators and affiliate managers would do well to remember this when they make major changes, exit markets or decide to revise commercial agreements that negatively impact the revenues an affiliate can generate from the players it sends through.
This certainly applies to affiliates that are also doing all they can to keep up with the changes operators require (usually at short notice), as well as using their initiative to take additional steps to ensure players are given the information they need to stay in control of their play.
I want to make it clear that the above applies to the minority of the brands we work with in most cases, affiliate managers are proactive, responsive and for us at least, hugely supportive of our strategy and long-term approach to FindMyUKCasino.com.
But those that are not being as hands on are making the relationship between affiliate and operator more difficult than it needs to be. Ultimately, this should be a mutually beneficial relationship and by not working together in harmony, both parties lose out.
While the financial impact this has is concerning, for us the biggest worry is that we are not compliant and are putting our reputation, and the licence of the operator, at risk. By working more closely together, this can be mitigated and the potential of the partnership fully maximised.
James Ashton is the Head of Content at FindMyUKCasino.com, an online casino comparison site that helps UK players find the best online casinos based on their individual preferences.
See original here:
Improving the relationship between operators and affiliates - iGaming Business
- The definitive guide to Finnish affiliate programmes in online casino industry - Times of Malta - March 16th, 2024 [March 16th, 2024]
- Casino Guru shortlisted for GamingTECH CEE Awards 2024 in two prestigious categories - European Gaming Industry News - March 16th, 2024 [March 16th, 2024]
- USDT Staking Rewards, A $250K Giveaway, and More In Scorpion Casinos (SCORP) Innovative Casino Ecosystem - Captain Altcoin - March 16th, 2024 [March 16th, 2024]
- How playing on an online casino platform is shaping the future of ... - Times of Malta - November 28th, 2023 [November 28th, 2023]
- Investors Flock to 100% Welcome Bonus as SCORP Presale Nears ... - Finbold - Finance in Bold - November 18th, 2023 [November 18th, 2023]
- Scattered Spider Casino Hackers Evade Arrest in Plain Sight - Dark Reading - November 18th, 2023 [November 18th, 2023]
- From Controllers to Cards: The Evolution of Gaming and Gambling ... - Esports News UK - November 18th, 2023 [November 18th, 2023]
- Esports - Betting tips and predictions - SportsAdda - November 18th, 2023 [November 18th, 2023]
- Boomerang Media is the Best PPC Affiliate at SiGMA Europe ... - MaltaToday - November 18th, 2023 [November 18th, 2023]
- Massive MGM and Caesars Hacks Epitomize a Vicious ... - WIRED - September 19th, 2023 [September 19th, 2023]
- SBC Summit Barcelona kicking off today with massive line-up of 450 ... - Inside Asian Gaming - September 19th, 2023 [September 19th, 2023]
- Woman wins $1,000 from slot machine on her 106th birthday and ... - Upworthy - September 19th, 2023 [September 19th, 2023]
- Finland's gaming licence and the future of MGA casinos - Times of Malta - September 19th, 2023 [September 19th, 2023]
- Best PGA Championship Betting Promos & Bonuses | Bet on PGA ... - Worcester Telegram - May 18th, 2023 [May 18th, 2023]
- 5 Ways to Make Money in the Online Casino Industry - Analytics Insight - May 18th, 2023 [May 18th, 2023]
- Gambling firm allegedly paid blogs to link new mothers to its online games - The Guardian - May 18th, 2023 [May 18th, 2023]
- Betsson Subsidiary BML Group Becomes Enemy of Finland's ... - Casino.Org News - May 18th, 2023 [May 18th, 2023]
- 19% Crypto Bets Growth: SOFTSWISS Reveals Digital Coin Results ... - European Gaming Industry News - May 18th, 2023 [May 18th, 2023]
- How to Identify a Safe and Reliable Online Slots Site Five ... - Five Reasons Sports Network - May 18th, 2023 [May 18th, 2023]
- Record new depositing customers drive growth at Acroud in Q1 - iGaming Business - May 18th, 2023 [May 18th, 2023]
- 12 Best Casino Affiliate Programs of 2022 (Top Offers) - AuthorityHacker - December 26th, 2022 [December 26th, 2022]
- 1xBet Affiliates - Affiliate Program for Sports Betting, Casino, Poker ... - December 23rd, 2022 [December 23rd, 2022]
- Affiliate of union group backing Troy Jackson's campaign also paid him personally - The Maine Wire - October 15th, 2022 [October 15th, 2022]
- IceHogs Receive Robinson from Blackhawks - Rockford IceHogs - October 15th, 2022 [October 15th, 2022]
- PENN ENTERTAINMENT, INC. : Entry into a Material Definitive Agreement, Other Events, Financial Statements and Exhibits (form 8-K) - Marketscreener.com - October 15th, 2022 [October 15th, 2022]
- Understanding the Crypto iGaming Business - FinSMEs - October 2nd, 2022 [October 2nd, 2022]
- SBC Awards 2022 honor gaming industry in Barcelona; Betsson named Casino Operator of the Year - Yogonet International - October 2nd, 2022 [October 2nd, 2022]
- Twitchs recent rule tightening is a good thing for everyone - CasinoBeats - Casino Beats - October 2nd, 2022 [October 2nd, 2022]
- Tiidal Gaming Group (TIDL.C) Sportsflare heading to 2022 BSC Summit in Barcelona - Equity.Guru - September 20th, 2022 [September 20th, 2022]
- The ASA rules that the ads of two gambling companies were socially irresponsible - Lexology - September 15th, 2022 [September 15th, 2022]
- Tulipa Ent to Offer Gaming in the Netherlands - GamblingNews.com - September 15th, 2022 [September 15th, 2022]
- Various Types Of Careers In The Online Slots Casino Industry - The Nonstop News - The Nonstop News - September 15th, 2022 [September 15th, 2022]
- Best Sports Betting & Casino Affiliate Program | 22BET Partners - September 7th, 2022 [September 7th, 2022]
- Brazilian iGaming Summit and Latam Affiliates expand their reach, together with the football market, by participating in BFEXPO 2022 - iGaming Brazil - September 7th, 2022 [September 7th, 2022]
- 1000 Resorts and Golden Nugget Casino Workers in Atlantic City Reach Tentative Agreements with their Employers - InsiderNJ - July 29th, 2022 [July 29th, 2022]
- SBC to turn Barcelona into the centre of the international betting and gaming industry - Gambling Insider - July 29th, 2022 [July 29th, 2022]
- Bet-at-home announces layoffs as it abandons in-house platform - iGaming Business - July 29th, 2022 [July 29th, 2022]
- James Baker Obituary - The Petoskey News-Review - Petoskey News-Review - July 23rd, 2022 [July 23rd, 2022]
- JimPartners: casino's affiliate program - June 24th, 2022 [June 24th, 2022]
- "iGB Live will be our first offline event with a stand this year and we are thrilled to welcome attendees in person" - Yogonet International - June 24th, 2022 [June 24th, 2022]
- HeadsUp Entertainment Partners with Centurion FC Malta MMA Company in Innovative Revenue Generating Deal - Yahoo Finance - June 24th, 2022 [June 24th, 2022]
- Slotty Vegas operator MaxEnt to close down by end of July - iGaming Business - June 24th, 2022 [June 24th, 2022]
- How To Get The Best Bonus Codes At Any Casino? - MWWire - June 24th, 2022 [June 24th, 2022]
- LeoVegas Hired Stosic as Group Head of Affiliates - GamblingNews.com - June 7th, 2022 [June 7th, 2022]
- N1 Partners Group set to debut at the Affiliate World Europe in Barcelona - Yogonet International - June 7th, 2022 [June 7th, 2022]
- How To Get The Best Bonus Codes At Any Casino? - Trending News Buzz - May 21st, 2022 [May 21st, 2022]
- How Much Does It Cost to Start an Online Casino? - Study Breaks - May 21st, 2022 [May 21st, 2022]
- Betfred Casino Review 2022: Is Betfred Casino Safe? - TimesOfCasino - May 21st, 2022 [May 21st, 2022]
- "We are increasingly beginning to see the desire of users to experience VR casino gambling" - Yogonet International - May 6th, 2022 [May 6th, 2022]
- Compliable and Rightlander sign partnership agreement European Gaming Industry News - European Gaming Industry News - May 6th, 2022 [May 6th, 2022]
- Play Globally and The US Gambler partner to cross-sell sports gambling content - Gambling Insider - April 25th, 2022 [April 25th, 2022]
- BC Game Promo Code - Free Bonus Reward 2022 - Casino Roobet - April 20th, 2022 [April 20th, 2022]
- GiG Media named "Best Casino Affiliate" at iGB Affiliate Awards - Yogonet International - April 20th, 2022 [April 20th, 2022]
- 2mee: we are a tribal species, and we all want to feel part of a tribe - Casino Beats - April 20th, 2022 [April 20th, 2022]
- iGB ASCEND mentoring initiative expected to "start a huge movement for women in the gambling industry" - Yogonet International - April 6th, 2022 [April 6th, 2022]
- Clare Boynton and Pierre Cadena Nominated to Join Raketech's Board of Directors - European Gaming Industry News - April 6th, 2022 [April 6th, 2022]
- Real Luck Group announces agreement with leading performance marketing firm Raketech Group - PR Newswire - March 31st, 2022 [March 31st, 2022]
- Paysafe Keeps On Growing In USA - FinSMEs - March 18th, 2022 [March 18th, 2022]
- Routy: taking monetisation to the next level - Casino Beats - March 18th, 2022 [March 18th, 2022]
- Best Online Casino Affiliate Program | PlayAttack Affiliates - March 13th, 2022 [March 13th, 2022]
- Affilka adds UK-licensed The Phone Casino to its affiliate ... - March 13th, 2022 [March 13th, 2022]
- Which Type of Players Are Eligible to 'Exclusive' Casino Bonuses? - Amico Hoops - March 13th, 2022 [March 13th, 2022]
- Hard Rock Casino attracts big bucks in short month - The Times of Northwest Indiana - March 13th, 2022 [March 13th, 2022]
- White Hat Gaming new Gaming Corps partner European Gaming Industry News - European Gaming Industry News - March 13th, 2022 [March 13th, 2022]
- Churchill Downs bets on new location for Terre Haute casino - Shelbynews - March 8th, 2022 [March 8th, 2022]
- Time2play joins forces with Gamban to increase responsible gambling support - Gambling Insider - March 8th, 2022 [March 8th, 2022]
- Las Vegas Cop Charged In Weekend Casino Robbery, Suspected In Two Others - Oxygen - March 8th, 2022 [March 8th, 2022]
- "We're not closed to the idea that the metaverse could be a huge betting avenue" - Yogonet International - February 28th, 2022 [February 28th, 2022]
- Affilka adds UK-licensed The Phone Casino to its affiliate marketing platform - Yogonet International - February 19th, 2022 [February 19th, 2022]
- Legalized sports betting to soon be legal at Potawatomi Hotel & Casino - WISN Milwaukee - February 19th, 2022 [February 19th, 2022]
- Whats happening in South Jersey this weekend and beyond (Feb. 18-24) - nj.com - February 19th, 2022 [February 19th, 2022]
- An F1 Esports Racer Heads to Formula 2 Will Sports Always Take Precedence Over Esports? - Esports News UK - February 11th, 2022 [February 11th, 2022]
- "April was our only chance to ensure ICE would be able to run in 2022, which is our duty of care to the entire gaming industry" - Yogonet... - February 11th, 2022 [February 11th, 2022]
- iGB Affiliate London is 28% bigger than 2020 edition with 11-weeks to go - Casino Review - February 5th, 2022 [February 5th, 2022]
- Whats happening in South Jersey this weekend and beyond (Feb. 4-10) - nj.com - February 5th, 2022 [February 5th, 2022]
- News Gambling.com partners with US news giant to expand audience - OnlineBingo.co.uk - January 24th, 2022 [January 24th, 2022]
- GGRAsia Macau to have 6 casino licences, lasting 10 years: govt bill - GGRAsia - January 17th, 2022 [January 17th, 2022]
- Hard Rock leads in Indiana for the third month in a row with December's $32.4M revenue - Yogonet International - January 17th, 2022 [January 17th, 2022]
- State clears firm linked to Schenectady's Rivers Casino to begin mobile sports betting The Daily Gazette - The Daily Gazette - January 7th, 2022 [January 7th, 2022]
- 888 escapes ASA sanction over YouTube poker ads - Marketing regulation - iGaming Business - January 7th, 2022 [January 7th, 2022]