GPWA Times Magazine - Issue 48 - December 2020

Will the UKGC begin licensing affiliates before the end of 2021? Comments from GPWA members: GPWA MEMBER POLL For the better part of 2020, there has been a lively debate within our industry about whether or not affiliates should be licensed by the U.K. Gambling Commission. Being in the direct line of fire from the UKGC, which would happen if affiliates’ licenses were required, is likely to be a signifi- cantly bigger headache for many affiliates than responding to the myriad of requests mandated by affiliate programs. It is hard to know in advance what extra costs and administrative effort would be re- quired of affiliates, but it is certain that regulation makes the world more complicated and more expensive for those that are regulated. On the GPWA forums, we asked our members if they thought the UKGC would begin licensing affiliates before the end of next calendar year. Most respondents (23.5%), think it is basically a coin flip, but 20.5% think it’s very likely (80% to 99%) to happen. To view the poll results in more detail, and to view all of the feedback we received, visit gpwa.org/430 . Mattbar Private Member It would be a huge pain in the ass to begin with, but I think there are merits to licensing affiliates. As things stand, we all get tarnished with the same brush. Licensing could help sort out the dodgier end of the spectrum. One benefit of licensing is it makes licensed affiliates more attractive to operators, which means we ourselves can build in more protections. nwalker Private Member If they are considering gambling affiliates then surely it must also cover any type of media promotion of gaming. So that would drag advertising agencies, TV, radio, magazines, brands, etc. into the melting pot . . . In principle it’s a good idea, but I think it needs to be clear what it will achieve and how it will be policed. MJM Private Member Personally, I would welcome being licensed. It provides a sense of responsibility and accountability for what we do. Given that we are now licensed in several U.S. markets, I am somewhat used to going through the process. Some states have got it right, others have made it a bit of a mess, so to me that is key. 6 % Definitely won’t happen (0% chance) 18 % Likely (60% to 79% chance) 20 % Very Likely (80% to 99% chance) 12 % Definitely will happen (100% chance) 9 % I have no idea 9 % Unlikely (21% to 40% chance) 3 % Very Unlikely (1% to 20% chance) 23 % 50/50 (41% to 59% chance) g p w a t i m e s . o r g 12