Our Group CEO, Clemence Dujardin, recently participated in a podcast organized by SiGMA, where she discussed the role of affiliates in gaming operations. During the podcast, she explored how this role has evolved over time, influenced by technological advancements and regulatory requirements. Additionally, Clemence shared her insights on how regulators have addressed licensee responsibilities concerning their affiliates. Here is a summary of her key points.


A) Role of affiliates in today’s Gaming operations:


  • Affiliate marketing is a common and significant part of the online gambling industry, and many operators rely on affiliates to drive player acquisition.
  • Affiliates play a crucial role in the gaming industry as intermediaries between online operators (online casinos, sportsbooks, etc.) and players.
  • They help operators acquire new customers through marketing and promotional activities.
  • Affiliates can provide operators with valuable data and insights about the effectiveness of different campaigns, allowing for data-driven decision-making.

In summary, affiliates are multifaceted players in the gaming industry who not only help operators acquire new customers but also contribute by creating informative content, and tailoring their strategies to meet the diverse needs of players. Their role is integral to the growth and success of gaming operations in today’s competitive landscape.

The percentage of players and revenue generated through affiliate marketing can vary but is often a substantial portion of an operator’s customer base.


B) How has this role evolved in time – both due to tech developments and Regulatory requirements?


The affiliate marketing landscape in the online gambling industry has been significantly transformed by advancements in technology, the internet, and digital marketing. These changes have not only enhanced the effectiveness of affiliate marketing but have also presented unique challenges and opportunities within this specific sector. Here are some key technological advancements that have had a notable impact:

  • Online Gambling Platforms: The growth of online gambling platforms has created a vast array of affiliate marketing opportunities. Affiliates can partner with online casinos, sportsbooks, poker rooms, and other gambling operators to promote their services.
  • Advanced Tracking and Analytics: Affiliates in the online gambling industry have access to advanced tracking and analytics tools. These tools provide detailed insights into player behavior, allowing affiliates to optimize their campaigns for better conversions.
  • Regulatory Compliance Software: As online gambling is subject to strict regulations in many jurisdictions, affiliates often use compliance software to ensure their marketing practices align with local laws and industry standards.
  • Mobile Optimization: With the growth of mobile gambling, affiliates have adapted by optimizing their websites and campaigns for mobile users. Mobile apps and responsive designs have become critical.
  • Personalization and Retargeting: Affiliates can leverage technology to personalize content and offers for individual players, increasing engagement and conversion rates. Retargeting campaigns can also help bring back users who have previously shown interest.
  • Content Management Systems (CMS): Many affiliates use CMS platforms like WordPress to create and manage websites and blogs dedicated to online gambling. These platforms make it easier to publish content and hence optimize for search engines.
  • Affiliate Networks: Affiliate networks in the online gambling sector have grown, providing affiliates with a centralized platform to find suitable gambling operators, track performance, and receive payments.
  • Cryptocurrency and Blockchain: Some online casinos and sportsbooks accept cryptocurrencies for gambling. Affiliates can promote these platforms and leverage blockchain technology for transparent tracking and potentially faster payouts.
  • Social Media and Influencer Marketing: Social media platforms and influencer marketing have become powerful channels for promoting online gambling services, allowing affiliates to engage with audiences through various content formats.
  • AI and Machine Learning: AI-driven tools can analyze player data to identify trends and create personalized marketing strategies. Machine learning algorithms can improve targeting and conversion rates.
  • Live Streaming and Video Content: Some affiliates use live streaming and video content to review games, provide gambling tips, and showcase casino experiences, attracting a different type of audience.
  • Affiliate APIs: Many gambling operators provide affiliate APIs that allow affiliates to integrate real-time data, such as game availability, odds, and promotions, directly into their websites.

These technological advancements have made affiliate marketing in the online gambling industry more sophisticated and competitive. Affiliates need to stay up-to-date with the latest trends and technologies while ensuring compliance with the complex and evolving regulatory landscape in various jurisdictions.

One significant regulatory change that has impacted the role of affiliates in the online gaming industry is the introduction of stricter advertising and marketing regulations in various jurisdictions. These regulations often aim to protect vulnerable individuals from excessive gambling exposure and promote responsible gaming practices.

  • Complex Regulatory Frameworks: Different countries have their own unique regulatory frameworks for online gambling, and these regulations can be complex and subject to frequent changes. Affiliates must invest time and resources in understanding the specific requirements and compliance standards in each market they operate.
  • Licensing Requirements: Many countries require both gambling operators and their affiliates to obtain licenses to legally promote and advertise gambling services. Each jurisdiction may have its own application process, fees, and eligibility criteria. Obtaining and maintaining multiple licenses can be a logistical and financial burden.
  • Advertising Restrictions: Advertising rules and restrictions can vary significantly from one market to another. Affiliates must be aware of limitations on advertising content, timing, and placement. Compliance with these rules is critical to avoid penalties and maintain a good reputation.
  • Responsible Gaming Measures: Different markets may have specific requirements related to responsible gaming, including player identification, self-exclusion mechanisms, and responsible advertising. Ensuring compliance with these measures is essential to prevent regulatory issues and protect players.
  • Taxation: Taxation rules also differ between countries. Affiliates may be subject to various tax obligations, including taxes on revenue, turnover, or advertising spend. Managing tax compliance across multiple markets can be a complex endeavour.
  • Operational Costs: Meeting the regulatory requirements of each market often involves additional operational costs. This can include legal fees, compliance personnel, technology investments, and ongoing monitoring to ensure adherence to changing regulations.
  • Market Entry Barriers: In some markets, regulatory requirements and costs can create significant barriers to entry. Smaller affiliates may find it challenging to meet these requirements, limiting their ability to expand into certain regions.
  • Dynamic Regulatory Changes: Regulations in the online gambling industry are not static; they can change frequently in response to political, social, and economic factors. Keeping up with these changes and adapting marketing strategies accordingly requires continuous monitoring and flexibility.
  • Reputation and Trust: Affiliates must maintain a good reputation in each market they operate. Failure to comply with regulations or ethical standards can damage trust with both players and operators, potentially leading to loss of partnerships and revenue.
  • Legal Risks: Non-compliance with regulatory requirements can lead to legal consequences, including fines and legal actions. Understanding the legal risks associated with each market is crucial for affiliates.

To navigate these challenges, affiliates often employ legal and compliance experts, work closely with licensed operators, and stay informed about industry developments. Additionally, they may choose to focus on specific markets or regions where they have a strong understanding of the regulations and can operate most effectively. Adapting to evolving regulations and maintaining a commitment to responsible gaming practices are key factors in achieving long-term success as an affiliate in the online gaming industry.


C) Regulators have spoken about Licensee responsibility vis-a-vis their affiliates – your views?


  • Shared Responsibility Between Licensees and Affiliates:

Both licensees and affiliates have distinct but complementary roles in promoting responsible gaming and regulatory compliance. Licensees are responsible for creating a framework of rules and guidelines, while affiliates are accountable for adhering to these standards in their marketing efforts.

While licensees should set clear expectations for affiliates and provide guidance on responsible marketing practices, affiliates should also exercise due diligence in understanding and complying with these regulations. Expecting licensees to micromanage affiliates is impractical and may stifle innovation and competition.

A balanced approach fosters industry growth while ensuring accountability at both ends. Licensees can provide resources, training, and support to affiliates, while affiliates maintain their independence and creativity in promoting online gambling services.

The debate over licensee responsibility vis-à-vis their affiliates often revolves around finding the right balance between regulatory oversight and industry flexibility. Striking this balance is essential to maintain ethical standards, protect consumers, and promote the growth of the online gambling industry. Different jurisdictions and regulatory bodies may lean toward one perspective or the other, resulting in varying approaches to affiliate regulation in the industry.

Listen to full Podcast HERE