GPWA Times Magazine - Issue 46 - February 2020

NICK GARNER Founder, RIZE Digital SEO 2020 2020 is the year of user satisfaction. The Google BERT update shows how Google makes search results better than ever before. Instead of trying to game Google with more links, the 2020 winners will be affiliates and operators who satisfy Google’s users the most. Tip : Read 2019 search quality evaluator guidelines. Google tells you exactly what they want in this document. iGaming 2020 They say, “Start with the money.” Governments don’t lose votes by being tough on gambling. In 2020 we’ll see more jurisdictions imposing more restrictions on gambling. Many white label operators will fold, because of tax take and onerous regulatory compliance requirements. At the same time, grey/dark markets will get more competitive as operators retreat from regulated markets. As a result, for affiliates and operators it will be the year of internationalization. Tip : Take internationalization seriously before everyone else does. LORIEN PILLING Director, Global Betting and Gaming Consultants Writing in December 2019, days after the latest U.K. general election, the new government’s policies will begin to make their influence felt on affiliates in 2020. The Conservative party manifesto promised a review of the 2005 Gambling Act and talked about making online gambling “safe” – a term often used but rarely defined. GBGC assumes it will mean more regulation and compliance. Affiliates will be caught by this, either deliberately or by their association with the iGaming operators. The probable areas to be looked at are use of credit cards, the VIP category, advertising and spending limits. Some of these topics are already being considered by the Gambling Commission and on the operators’ own initiative. Limiting activity in some or all of these areas will also restrict the affiliates’ business model. But there are many priorities for the new government in 2020 and the review of the Gambling Act might not be at the top of the list. Leaving the European Union was likely to be one of the first acts in January. There could be data implications for affiliates based in the U.K. who deal with the personal data of European-based gamblers. They will still need to adhere to EU General Data Protection Regulation (GDPR) requirements, so any measures already taken to comply will still be relevant. But an agreement between the U.K. and the EU could have specific, new require- ments based on the U.K.’s new status as a non-EU member. The details await. MIKE MURPHY GPWA Member: MJM, Head of With New Jersey’s online gaming market continuing to break revenue records, Pennsylvania’s market coming strong right out of the gate and legislation being considered in additional U.S. states, there is little doubt this market will continue to expand. Look for additional states to authorize sports betting and/or online gaming in 2020. Affiliates will likely need to dedicate even more resources to compliance and licensing. Most states that have legalized online gaming or sports betting require affiliates to be licensed and that trend will continue. Increased regulatory burdens will also likely result in further consolidation with smaller affiliates bought out by larger media companies. Finally, as the full value of the regulated U.S. online gaming market is realized, look for affiliates who continue to promote offshore gambling sites to come under greater legal pressure as regulators seek to protect their new cash cows. 2020 PREDICTIONS G P W A t i m e s . o r g 44