Betway is the newest gambling company to partner with Gaming Innovation Group to use GiG Comply, the company’s automated affiliate marketing compliance screening platform.
Operators can use the system to create their own criteria and checklist parameters to scan and inspect affiliate websites for content such as igaming code red phrases, links, and regulatory requirements across different jurisdictions.
It operates by analysing real snapshots from affiliate campaigns with its rules engine and providing operators with the promotional content that is being used in their brands’ promotions.
The latest GiG Comply roll-out, according to Jonas Warrer, CMO at GiG: “It’s great to see an industry leader such as Betway place trust in our compliance software to help them ensure that they continue to create a safer, responsible gaming environment for their end-users.
“We look forward to working with our new partner in helping to strengthen their marketing compliance efforts with GiG Comply.”
Ability to create custom checklist parameters
GiG Comply will give the company the ability to create custom checklist parameters that can be adapted to market-specific regulations and advertising requirements.
This will not only assist the online gambling group in remaining proactive with their marketing efforts, but it will also give affiliates confidence that their brand is aligned with theirs, that responsible gaming measures are visible on relevant pages, and that terms and conditions are correct and up to date.
Paul Adkins, marketing and operations director at Betway said: “Responsibility is at the heart of everything we do at Betway, we’re delighted to partner with GiG and use their innovative compliance solution for our marketing messages.”
Last month, as GiG celebrated its one-year anniversary as a pure B2B service, the company said that revenue for the second quarter of the year totaled €16.2 million, up 23 percent from €13.2 million the previous year.