Bet365 Deploys GiG Comply to Monitor Third-Party Affiliates’ Activities
In a time when compliance is a word that weighs heavily on those involved in the global gambling industry, gambling operators are required to ensure that it is tightly woven in their operations and marketing strategies.
Online gambling group Gaming Innovation Group today announced that another tier-one customer has tapped its GiG Comply marketing compliance tool to monitor its third-party marketing activities.
As per a press release from earlier today, gambling powerhouse bet365 has partnered GiG to deploy its GiG Comply proprietary self-service technology. The deal will enable the operator to “check for the presence or lack of notable terms, images and promotional links” and whether “age gated games or code red words are present” within a promotion.
In addition, GiG Comply will help bet365 to identify when brand mentions and keyword connotation violate terms and conditions. The tool will provide bet365 with “an easy-to-use report” that will enable the operator to focus on mending promotions rather than locating them first.
Gaming Innovation Group, which provides both B2B and B2C services for the exploding online gambling field, launched GiG Comply in the summer of 2018 in response for the growing need for operators to “strengthen control over third party advertising and brand protection.”
News about the launch of the B2B marketing compliance technology came in the heels of gambling regulators, most prominently the UK Gambling Commission, chastising operators for failing to monitor properly the marketing activities of their third-party affiliate partners.
GiG has said that its compliance tool “helps protect [brands] from promotion on websites which are not brand-safe” and “from misleading advertising in their name.” GiG Comply also aims to help operators “adhere to complex advertising standards in their regulated markets.”
During its first year of existence, GiG Comply has attracted a number of tier-one clients and major players in the global gambling industry. Of its partnership with bet365, GiG Chief Operating Officer Richard Brown said that it is great to know that they “share the same aspirations for a safe and trusted environment” with one of the market leaders and that they “will support bet365 to keep compliance oversight and be in control of affiliate activities, ensuring fair and fun iGaming for all.”
Earlier this month, GiG signed a similar partnership with online gambling operator Wunderino to strengthen its affiliate compliance activities and help it track its affiliates and how these promote its brand. Last month, Kindred Group and its brands joined the GiG roster of clients to help its Kindred Affiliates program to monitor and control affiliate activities and brand mentions more effectively.
As for bet365, it has been gearing up for its upcoming expansion in the US through a partnership with Hard Rock Hotel & Casino Atlantic City. The online gambling operator is expected to launch a sports betting operation in New Jersey anytime now and thus tap into the local sports gambling market a year after the practice became legal in the state.
Last week, bet365 finally confirmed its long rumored relocation to Malta and scaling down of its Gibraltar operation due to the uncertainties surrounding Brexit.
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