Unitedgamblers.com, an American affiliate website, was given access to the controlled US states of Iowa and Illinois through its association with sportsbook operator Pointsbet. Since 2019, the product owned by Leadstar Media has been operational and already holds affiliate licences in New Jersey and Indiana.
In August 2019, Iowa legalised online sports betting and recently set the record for the most funds wagered in a single month. Illinois (12.8 million) is the sixth largest US state by population and is also home to six major league sports teams. Both are positive omens for Unitedgamblers.com, which aims to capitalise on the increasing momentum in online betting in the US.
Unitedgamblers.com is a very large product, according to CEO Eskil Kvarnström, offering in-depth information on where and US state stands on online gambling. He said: “There’s still a blurred line between legal and illegal operators in the US so I believe that we, the affiliates, have some responsibility in helping players to understand what authorized options are available to them.
“I’m very pleased that we have been granted access to these two new states and look forward to ramping up activities in the new markets.”
As Kvarnström observed, the US market poses great opportunity for affiliates. And it has shown great growth and captured the attention of many major players in the affiliate sector two years after the PASPA revocation.
“However, the minimum requirement to legally enter the market is higher than in Europe and other parts of the world,” he advised. “For example, in Iowa and Illinois affiliates need to partner with a licensed operator because the licensee is liable for any actions performed by a marketing affiliate on their behalf or to their benefit.”
Regarding PointsBet’s partnership, Kvarnström added: “Unlike the other markets we operate in, Illinois and Iowa don’t require specific affiliate licenses. The barriers to enter these states are therefore lower, however the sportsbook operators must report their partnership with affiliates to the proper authorities. PointsBet is our first partner in these two states and we’re continuously looking for new partnerships to expand our offerings.”