James Ashton, Head of Content at FindMyUKCasino.com, shares tips to improve the relationship between marketing affiliates and operators for better mutual benefits.
The relationship between online casino operators and affiliates has become a significant focus recently, primarily due to increasing pressure from regulations and compliance standards. The GB Gambling Commission has made it clear that operators are accountable for the marketing activities carried out by their affiliates. As a result, operators have started conducting audits of affiliate sites and the individuals and businesses behind them, aiming for a collaborative effort in promoting casino brands within compliance guidelines.
At FindMyUKCasino.com, a relatively new affiliate, we have been fortunate to understand these requirements from the start. We have designed, developed, and operated our online casino comparison site in a compliant and responsible manner.
However, some operators have been less proactive in supporting and assisting affiliates, making compliance a challenge. Issues such as lack of communication, failure to update tracking links, and a general lack of respect and cooperation need to be addressed for a better working relationship and compliance in marketing to consumers responsibly.
Lack of Communication
Some affiliate managers fail to communicate with their partners effectively. This lack of communication can lead to issues like operating partners closing their casinos without notifying their affiliates. It is crucial for affiliate managers to keep their partners informed, especially regarding significant events, market exits, and changes in terms and conditions.
Affiliates can also take proactive measures by providing up-to-date contact information and ensuring regular communication with affiliate managers.
Tracking Links
Tracking links are crucial for affiliate revenue. If these links are not working correctly, affiliates may not receive proper attribution for the players they refer to the casino. Operators should notify affiliates promptly when tracking links change and provide new links to ensure a seamless experience for readers and compliance with UKGC requirements.
Affiliate managers should be mindful of the importance of functioning tracking links for compliance with bonus terms and conditions accessibility.
Mutual Respect
Affiliates invest significant time and resources in developing their websites, brands, and content. It is disheartening when operators do not show respect for the efforts put into sending them new traffic. Operators should be flexible and understanding when negotiating commercial agreements and not underestimate the value that affiliates provide in driving new players and generating revenue.
Changes in terms and conditions or agreements should not significantly impact the revenues affiliates can generate without prior consultation and fair compensation for their efforts.
It is important to foster a mutually beneficial relationship between operators and affiliates, which includes open communication, support, and respect for each other’s roles in the industry. By working together in harmony, the compliance and reputation of both parties can be upheld, maximizing the potential of the partnership.
