A Guide to Compliance and Engagement Join GPWA Page 67 UK White Paper: One Year Later GPWA Affiliate Interviews Mastering the Affiliate Manager Game JULY 2024 GPWAtimes.org Winning with Words
Last call for Amsterdam Welcome to the 59th issue of the GPWA Times Magazine! This issue will be distributed at iGB L!VE, 16-19 July, where more than 9,000 iGaming operators, affiliates, and other industry folks will gather in Amsterdam for a final time before the event shifts to London in 2025. In addition, we will have magazines available at SBC Summit 2024 in Lisbon, 24-26 September. As usual, the GPWA team will be in attendance at both events, so please stop by our stand and say hello if you plan to be at either conference. In the following pages, we present an array of content full of relevant insights, strategies, and trends geared to help your affiliate business flourish. Whether you’re a seasoned affiliate or just starting out, you won’t want to miss our cover story written by digital marketing whiz Milan Novakovic, who provides expert advice on how iGaming content writers should navigate legal nuances and regulatory challenges to maintain trust and credibility. Elsewhere, long-time friend of the GPWA Connie Burstin shares her wisdom on how affiliate managers can cultivate strong relationships with their affiliate partners, while gaming lawyer Melanie Ellis provides a comprehensive look at how the Gambling Act White Paper is reshaping the U.K. market, one year after its long-awaited release. And for those of you who are just starting out in the industry, be sure to check out our From the Forum thread, where some of our most experienced members gathered on the GPWA forums to offer advice about launching an affiliate business. Thankfully, this issue isn’t all strictly business! We also have included lively photo galleries from both iGB Affiliate London and SBC Summit North America, showcasing the energy and excitement of these record-breaking events held earlier this year. Finally, a reminder that a subscription to the GPWA Times Magazine is FREE. Sign up today by visiting GPWAtimes.org/subscribe/. You’ll be glad you did. Happy reading! Michael Corfman SUBSCRIPTIONS For a FREE subscription to the GPWA Times Magazine, visit GPWAtimes.org ADVERTISING To advertise in the GPWA Times Magazine, please e-mail: sales@gpwa.org Copyright © 2024 by the GPWA. All rights reserved. ISSN 1941-9872 (print) ISSN 2834-2348 (online) Executive Director: Michael Corfman Program Director: Anthony Telesca Program Manager: Nicole Sims Member Services: Richard Bard Nancy Troy Editor-in-Chief: Gary Trask Associate Editor: Dan Ippolito Designers: George Choi Zoran Maksimovic´ LETTER FROM THE DIRECTOR Photo by Alexey Fedorenko / Shutterstock 4
Illustrations by VectorMine / Shutterstock 22 Departments 4 Letter from the Director • 8 By the Numbers • 10 Quotables • 12 GPWA Poll 14 From the Forums • 50 Affiliate Interview Series • 62 Sponsors • 64 Affiliate Manager Interview Series • 68 APCW Wall of Shame • 70 Event Calendar The Vital Role of an Affiliate Manager iGaming expert Connie Burstin shares proven affiliate manager strategies for building trust, communication, and boosting program performance. 18 Photo Galleries: iGB Affiliate London & SBC North America From London to New Jersey, check out a vibrant collection of images from two of this year’s most popular iGaming industry events that drew recordbreaking attendance figures. 34 TABLE OF CONTENTS Gambling Act White Paper: One Year Later Gaming lawyer Melanie Ellis provides a comprehensive overview of how the White Paper is reshaping the U.K. iGaming industry, from affordability checks to stake limits. 28 44 iGaming Content & Compliance Digital marketing guru Milan Novakovic takes a deep dive into the strategies and skills that empower iGaming content writers to craft informative and legally sound content. GPWAtimes.org 6
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BY THE NUMBERS $2.13 billion Estimated 2024 revenue for the South American online casino market. GPWAtimes.org 8 €2 billion Allwyn’s projected Q1 2024 revenue as the new U.K. National Lottery operator. 60% Percentage of U.K. students who gambled in the past year, down from 71% in the prior year. €227.4 million Portugal’s recordbreaking online gambling revenue in Q4 2023. 80% Percentage of U.S. sports bets placed online or via mobile since the U.S. Supreme Court abolished the federal ban on sports betting six years ago in May. $188 million The amount of revenue generated by online gambling in New Jersey in April 2024, marking its second-highest month and a 18.2% year-overyear increase. 80% Percentage of bettors in Brazil that wager on football, compared to esports (13%) and basketball (12%)
9 GPWAtimes.org 37.8% Amount the Netherlands gaming tax will be raised to, from 30.5%, as outlined by a coalition agreement between four political parties. 28 Number of illegal gambling websites blocked by Australia’s media authority in 2024, as of 23 May. 18.5% Denmark’s gross gaming revenue growth for all forms of gambling in February 2024 compared to the previous year. €20 million Fine imposed on Gammix Limited for operating without a Dutch license. €1,800 Nordic operator Paf’s reduced annual loss limit for players aged 18 and 19, down from €10,000. AU$100,000 Fine levied on Australian bookmaker MintBet for failing to protect a vulnerable player.
QUOTABLES QUOTABLES “We have always been confident in our model and are pleased that the court has ruled in our favor, and that Ontarians can continue to play with confidence in our regulated iGaming market.” —Martha Otton, Executive Director of iGaming Ontario, after the Ontario Superior Court upheld the province’s online gambling model as constitutional, dismissing a legal challenge from the Mohawk Council of Kahnawà:ke. “Military personnel have been away from their families for the third year, in stressful conditions and without the possibility of full rest, so they are especially psychologically vulnerable. For many of them, gambling becomes the only way to cope with stress, and therefore, quickly causes dopamine addiction and weakens their self-control.” —Pavlo Petrychenko, Ukraine serviceman from the 59th Brigade, in a petition that eventually led to President Volodymyr Zelenskyy ordering advertising limits and banning soldiers from gambling during wartime. “Protecting players and in particular vulnerable players, such as young adults, is our top priority. Online gambling providers with a license have an important responsibility to prevent and identify risk or problem games as much as possible. Taking a gamble should be fun and not lead to problems.” —Helma Lodders, President of Vergunde Nederlandse Online Kansspelaanbieder, regarding the theory that stricter gambling laws are pushing Dutch players to illegal gambling sites. “This is the first time that the judge has ordered online casinos to refund the bets made to players. The conduct of online casinos has often led to great personal suffering for players . . . With the rulings made, the court has shown that the behavior of the online casinos was unacceptable and that the damage (the losses) must now be reimbursed.” —Attorney Benzi Loonstein after the Overijssel District Court in the Netherlands ruled in favor of players who sued bwin and PokerStars for losses incurred before online gambling was legal in the country. GPWAtimes.org 10
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Do You Have a Full-Time Job in Addition to Being an Affiliate? GPWA MEMBER POLL The line between full-time dedication and side hustle flexibility for iGaming affiliates often blurs. As the industry continues to expand, so too does the diversity of affiliate work arrangements. To better understand the employment situation within our community, we conducted a poll on the GPWA Forums and the results showed that there is definitely a multifaceted nature of affiliate work. A significant portion of affiliates (58%) revealed that being an affiliate is their sole occupation. However, the poll also highlights the entrepreneurial spirit of many affiliates, with 25% indicating that while they don’t hold a full-time job outside of affiliate marketing, they do engage in other part-time work, underscoring the adaptability and resourcefulness of affiliates in diversifying their income streams. On the flip side, a smaller, yet notable, percentage (17%) of respondents disclosed that they juggle the demands of a full-time job alongside their affiliate endeavors. For more details regarding this poll and to view all of the feedback, visit gpwa.org/474. Comments from GPWA members PaulEchere PRIVATE MEMBER “I personally do have a full-time job, but the profit I make with my websites has also been gradually increasing and seems to (fingers crossed) still be.” bitcasinorank PRIVATE MEMBER “I left my full-time job two months ago to fully focus on my own affiliate business. Feels good, but I still have to work hard because I cut half of my income by leaving my job.” Oliver Cooper PRIVATE MEMBER “I have a full-time job and work on the site more as a hobby, which also brings in a small income (about 10-15%) monthly.” GPWAtimes.org 12 17%Yes, I have another full-time job 25%No, I don’t have another full-time job, but I do have another part-time job 58%No, my only job is being an affiliate
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FROM THE FORUMS Tips for an Affiliate Starting GPWAtimes.org 14 Business Illustration by VectorMine / Shutterstock Embarking on something new can be daunting, and summoning the courage to dive into the unknown presents its own set of challenges. For those aspiring to kickstart their journey in the iGaming affiliate business, navigating the initial steps can be a scary proposition. GPWA member “siege” voiced his ambition to launch an affiliate venture on the forum, sparking a lively exchange of insights and advice from fellow members. Among the myriad of comments and considerations, honing in on key areas such as SEO and mastering the intricacies of WordPress emerged as crucial steps in laying the foundation for a successful venture. The ensuing thread provides a glimpse into the wealth of knowledge and expertise shared among our GPWA community. To view the entire thread, visit gpwa.org/472. To read thousands of other forum posts like this one, plus industry news and complete archives of our weekly GPWA newsletters and GPWA Times Magazine, please visit GPWA.org. *This thread was edited for clarity and length.
15 GPWAtimes.org #1 siege 15 January 2024, 7:16 p.m. Brand New Member I’ve been contemplating the idea of starting an affiliate business more or less for approximately 2.5 years. The business caught my interest in late 2021. I’ve been unemployed for a year now and I am considering starting university or college in the autumn so I have all the time in the world right now. I can’t help but wonder how much progress I could have made in the last few years. Nevertheless, they say it’s never too late to begin, and at least I can say then that I have given it a try. I have a few potential “niches” that I believe might be promising. It’s the execution of the plan where I am bit lost. I have basically zero experience on website developing. I’m leaning towards WordPress as my choice unless a better idea comes my way. I might choose a ready-made theme initially. On the other hand, I like the idea of building or modifying a unique theme. This approach would enable me to acquire valuable skills that could be beneficial in possible future projects. And the site would look more unique. Not like hundreds and thousands of others. While I am financially stable, I don’t have the extra money to invest in expensive website developers. What are your thoughts on this? Should I go with a ready-made theme or attempt to modify my own? I’m planning to take along social media platforms as they are more of my stronger side and I think I could benefit of my younger vision and keep up with current trends. My target audience would probably be people around my age and people who have already some experience and passion for gambling. Also, this is my first forum post ever so there might have room for some improvement too. Feel free to give tips and throw out your thoughts. “ Reply With Quote #2 CasinosBroker 16 January 2024, 3:45 a.m. Public Member GPWA is a great place to learn about an affiliate business. SEO, social media and more tips can be found. Here’s what I would do if I was starting an affiliate business: • Decide on a niche & GEO • Look at top 10 sites in my niche • Take my time to review them, adding them into a Google Sheet/Excel file with pros and cons • Perform keyword research (very important step) • Create a solid marketing strategy (including SEO & social media) • Buy 5 domains and hosting. (I’d go with branded or EMD domain) • Build the websites using WordPress (or if you have the necessary skills, build custom) • Start marketing the affiliate business It’s always best to keep learning, from your mistakes, from your friend’s mistakes and so on. The process never ends. “ Reply With Quote #3 drifter8 16 January 2024, 4:56 a.m. Private Member My advice: Patience, knowledge, learn WordPress, and buy even more domains. It is necessary to use a “.com” domain or a country-specific domain. Results will not come instantly, but do not give up. “ Reply With Quote
FROM THE FORUMS GPWAtimes.org 16 #4 nwalker 16 January 2024, 6:20 a.m. Private Member My one piece of advice is just start, don’t wait to get all your ducks lined up. Pick your topic and geo and get going. WordPress is a great start, as is a pre-built theme. If your instincts are for social then you don’t even need a website, research what others do that you like and do something similar, but give it your own style. Good luck. “ Reply With Quote #5 chaumi 16 January 2024, 1:23 p.m. Private Member Niches/Target subjects - Just be sure to take time and think these through. Is there real money-making potential? At what level? Enough to live off as a main source of income, or “just” enough to have made any effort you’ve put in worthwhile? Is there longevity, what could happen to disrupt it? Extra considerations (before you start) - Be aware that to have any real chances of making progress, it takes a lot of time and effort. You’ll probably find (and partly depending on the scope of the target subject) that you could work on it 22 hours a day, 7 days a week, and still not get everything done. Website - You mention social skills, so worth noting that if this is your main intended route to traffic, that lessens the hard reliance on having a website. There are several routes you could take that could give you a web presence to send social visitors to. But probably having your own site would be most desirable, and would supplement any other options, too. WordPress is the obvious choice. It’s “easy,” though there are complexities (as there will be with any option). It’s doable from a limited financing perspective, too. Just be aware of startup costs like hosting, theme, optimization. And possibly investment in tools - AI, keyword if you need it (you can definitely get round this), content writing, content optimization. For those, the advice would be study and learn all you can about the options. To varying degrees, they will be your friend. Given your financial situation, your thoughts and approach around a theme are entirely valid and viable. There will be learning curves, but if you can drag and drop and type stuff, you’ll start with good enough potential of creating something presentable. There are plenty of “do it yourself” theme options you can choose from. Most will have been mentioned on threads here over the last couple of years. If you decide to go for it, just don’t wait another couple of years. It won’t be easy. But as you say, if you don’t try you won’t ever know. “ Reply With Quote My best advice would be not to overly invest yourself into your first site. It’s not going to be perfect, and that’s fine. Just get your first site up and going, and tinker for a few months.
17 GPWAtimes.org #7 dannyx 17 January 2024, 5:07 a.m. Public Member I, for one, don’t understand why so many people recommend choosing a geo to begin with. Of course, if someone assumes they will be doing a site in some local language like Vietnamese, German, Italian, etc. or a regulated site for one U.S. state or something like that then I understand. But what is very likely, especially at the beginning of the road, could be an English language site in some chosen niche. What is the purpose of establishing a geo for such a site? One can lose out on such an action. Google itself will determine where your site will display and where it will not. #6 content 16 January 2024, 3:33 p.m. Public Member I agree, WordPress is a good choice. Though, it takes a while to get used to. Honestly, my best advice would be not to overly invest yourself into your first site. It’s not going to be perfect, and that’s fine. Just get your first site up and going, and tinker for a few months to get to learn it better. You may find you may want to restart (can still keep and maintain the first one) on a new domain, maybe new theme, once you have some experience and feel more comfortable with it. The more you do it the better you get. Don’t worry about making a perfect end product on your first go. In fact, I’d recommend treating the site like a rough draft for now. You can always get another domain later. A lot of people don’t recommend trying to manage multiple sites, that’s fair, but if your first one sucks, it may be better to start a new one with what you learn instead of spending a lot of time to fix your first one. Just focus on learning WordPress. If you’re going to be successful, first thing is getting comfortable with the work. Second is setting small achievable goals (not performance goals, goals towards a completed product, then maybe additions and improvements) and completing tasks one by one to follow through. Summary: Make the goal of your first site be you learning WordPress by building it, rather than making a lot of money. Focus on that goal first. “ Reply With Quote #8 siege 16 January 2024, 7:16 p.m. Brand New Member Thank you all for the helpful answers. The plan now is to start by purchasing a theme and other necessary stuff, learning how to use everything at least somewhat properly, and then getting into social media aspects. If anything comes to my mind, I’ll ask here or in other threads. “ End of Thread Having created an English-language website, I thought it would be popular in other locations. When I developed a Spanish site, I was counting on traffic from Venezuela and Peru. Doing traditional Chinese, I thought about Taiwan and what? Google doesn’t give a damn and prefers to display the site on mainland China. It’s a bit of a gamble, but in my opinion it’s better to let the search engine work than to forcefully direct general pages somewhere myself. A good option might be to personalize for a particular country later on when you see trends, where it makes sense to attack harder and where not. “ Reply With Quote My advice: patience, knowledge, learn WordPress, and buy even more domains . . . Results will not come instantly, but do not give up.
GPWAtimes.org 18 Illustrations by Viktoria Kurpas / Shutterstock
19 GPWAtimes.org Ef osrs ewnr ti ti ae lr ss ttroa bt eagl ai ensc e tceocmh pn li icaanl caec, caunrda ceyn, gl eagg ai nl g si nt of or yr mt e lal inndg pt or oetfef ce tc pt ilvaeyleyr s By Milan Novakovic Crafting Compliant Content
s content writers, we are expected to cover a wide range of industries, each with its own requirements. Of course, some are more demanding than others. In iGaming, in particular, providing technical information to the audience is essential for informational and instructional purposes; however, it also carries legal responsibilities. As a result, any writer who is tasked with producing quality content in this sector needs to learn how to navigate the regulatory landscape while remaining compliant. RReecqougirneimzinengtRsegulatory The gambling industry is defined by a complex web of regulations and legal standards that can differ greatly between jurisdictions and gambling verticals. Our job is to stay on top of these legalities by keeping track of industry developments and conducting in-depth research. The content can vary greatly, For example, you might need to write about a well-established betting site in the U.K. one day and then work on an emerging sweepstakes casino in the U.S. the next. There are many details you need to keep in mind, like the fact that U.K. Gambling Commission-licensed gambling sites don’t accept certain payment methods or that sweepstakes and social gaming platforms are not allowed to use any gambling-related terms on their websites, like “real money” or “bet.” Some jurisdictions have taken a more serious stance on acceptable verbiage to ensure a fair and transparent environment for their players. Anyone familiar with sports betting promotions understands that “free bets” are not actually free and that the names of certain bonuses can be misleading. Ontario, or more specifically, the Alcohol and Gaming Commission of Ontario (AGCO), took notice of this, which is why both sportsbooks and their affiliates are not allowed to advertise promotions in this Canadian province in a way that is traditionally done in other countries. Knowing all this before starting to work on an iGaming-related article saves plenty of time and effort. That is why writers must have experience and a thorough understanding of the legal jargon and nuances of the industry to be considered experts in this field. Wi G ah my IisnCg osmo Ipml i pa no rc teainnt ? Seeing that gambling is a heavily regulated industry, remaining compliant is something that cannot be overstated. Failure to do so can have dire consequences, not just in terms of legal penalties, but also for moral reasons. Readers’ financial well-being is at play, so they should not be misled or deceived. All basic legal requirements must be presented to them clearly and concisely. What’s more, following regulatory guidelines builds trust between you and the reader while also enhancing the credibility of the brand you’re writing the content for. Still, remaining compliant in this specific sector requires a lot of hard work and planning. That said, here are some of the ways we manage to do so as content writers: Diligent research Navigating government sites, interpreting gambling laws, and reading through hundreds of lines of small print are all part of our daily routine. We also keep up with industry news to see if any changes have been made to existing requirements. CRAFTING COMPLIANT CONTENT GPWAtimes.org 20 Seeing that gambling is a heavily regulated industry, remaining compliant is something that cannot be overstated. Failure to do so can have dire consequences, not just in terms of legal penalties, but also for moral reasons.
Clear and easy-to-read writing The content written on this subject should be easily understood even by people new to the iGaming industry. However, focusing on clarity should not come at the expense of truthfulness and accuracy. Consultation with legal experts Sometimes, we must take extra steps to consult legal experts, regardless of whether the issue involves interpreting laws or using specific terms. Organized content structure It’s not just what you write that matters; it’s also how you present it. Content with many details and technicalities should be broken down into easily digestible sections with the use of subheadings, bullet lists, tables, step-by-step numbered lists, and other formatting elements. Referencing We provide links to official and verifiable sources to assure our clients that our content is accurate and up-to-date. Navigating the ever-evolving regulatory landscape of the iGaming industry is a challenging yet essential task for content writers. In order to protect the integrity of provided information, we must understand the legal nuances specific to each market. With meticulous research, clear writing, and efficient planning, it is possible to provide content that meets the highest legal and ethical standards. 21 GPWAtimes.org Milan Novakovic is the CEO and founder of HIREQUARTERS (hirequarters.com), a marketing agency established in 2017 and based in Serbia. The company specializes in writing content for the iGaming affiliate industry and caters to clients that are fully aware of the superiority a skilled writer armed with nuanced language and a creative spark still has over artificial intelligence.
Illustrations by VectorMine / Shutterstock Too TheAffiliate Manager’s GPWAtimes.org 22
olkit C o ni Gnai emBi nugr sitni nd ubsrteraykvsedt eorwa nn t ht oepsat rf faitlei agtiee smaanndatgaecrtsi cussteh taot c er ef faet ce t ti rv ue lsyt,, acno dmmmauxni mi c ai zt ee their program’s performance By Connie Burstin 23 GPWAtimes.org
Understanding the Player Experience Embarking on the player journey is a fundamental step in establishing a robust foundation for affiliate management. Creating an account and navigating through the complete player cycle allows the affiliate manager to gain firsthand insights into the user interface, account creation process, and the promotions available post-registration. This immersive experience equips the manager with an in-depth understanding of the player’s perspective, laying the groundwork for effective communication with affiliates.. Navigating Promotions Diving into the details of acquisition promotions is crucial for an affiliate manager. From free offers and welcome bonuses to ongoing promotions, understanding the terms and conditions associated with each offer is very important. This knowledge not only ensures accurate communication with affiliates, but also enables the manager to guide affiliates on promoting these incentives effectively. A well-informed affiliate manager can provide valuable insights into the promotional landscape, helping affiliates tailor their content to attract and engage their audience. n the dynamic world of affiliate marketing, the role of an affiliate manager is vital, demanding an in-depth understanding of the product and its various facets. Beyond inviting affiliates to join a program, the affiliate manager serves as a bridge between the brand and its partners, requiring a holistic comprehension of the casino’s offerings and a proactive approach to provide valuable support. In this extended exploration, we go deeper into the importance of profound product knowledge, emphasizing the need to comprehend not only the gaming experience but also the details of promotions, software providers, terms and conditions, and the evolving landscape of the online casino industry. THE AFFILIATE MANAGER’S TOOLKIT Whether it’s changes in game offerings, updates in promotions, or enhancements in security measures, timely communication with affiliates ensures they can adjust their promotional strategies accordingly. GPWAtimes.org 24
Exploring Game Providers Understanding the game providers associated with the casino is an essential aspect of product knowledge as well. Beyond recognizing the various games offered, it’s crucial to discern the differences between providers. This includes identifying providers that offer a multilingual interface, support various currencies, and deliver a diverse range of gaming experiences. Armed with this knowledge, an affiliate manager can guide affiliates in aligning their promotional strategies with the unique features of the casino’s gaming portfolio. Terms and Conditions In addition to promotions, affiliate managers must have a comprehensive grasp of the terms and conditions associated with each offering. Starting from the welcome bonus, every promotion comes with specific requirements and limitations. It is advisable for affiliate managers to not only be familiar with these conditions but also to communicate them clearly to affiliates. This ensures that affiliates can accurately convey this information to their audience, fostering trust and transparency. T Rh ee vCi oe mw pArpephreonascihv e Affiliate websites often review casinos across multiple categories such as games, promotions, software providers, responsible gambling measures, security protocols, and payment options. To provide effective support, affiliate managers must be well-versed in each of those areas. Understanding the benefits and features that the casino offers in these aspects allows the affiliate manager to assist affiliates in creating content that accurately reflects the casino’s strengths. Regularly communicating with affiliates on any developments or updates within these categories ensures that affiliates are promoting content that is not only accurate but also aligned with the casino’s latest offerings. Proactive Communication Keeping affiliates informed about any developments or updates within the casino is a crucial aspect of affiliate management. Whether it’s changes in game offerings, updates in promotions, or enhancements in security measures, timely communication with affiliates ensures they can adjust their promotional strategies accordingly. This proactive approach not only strengthens the affiliate-manager relationship but also enhances the overall quality of the content provided to the audience. 25 GPWAtimes.org
Staying Updated on Casino Developments Affiliate managers should not only be knowledgeable about the current state of affairs but also be proactive in seeking information on updates within various areas. Understanding the casino’s ongoing developments in games, promotions, software providers, responsible gambling practices, security measures, and payment options is vital. This knowledge allows affiliate managers to serve as reliable sources of information for their affiliates, helping them stay ahead in promoting accurate and current content on their sites. THE AFFILIATE MANAGER’S TOOLKIT Originally from Peru and currently living in Canada, Connie Burstin started her iGaming industry career in 1997 when she was hired by a casino software company. She eventually went on to build one of the first casino affiliate programs in 1999, which led her to found The Affiliate Agency, specializing in the needs of operators to recruit and manage their affiliate programs. In addition, she provides comprehensive services to affiliates, including translations, localization, and SEO content creation. Her agency has become a benchmark in the field of affiliate marketing, offering customized and effective solutions to clients worldwide. From the player experience to promotions, game providers, and beyond, an affiliate manager who is well-versed in every aspect of the casino can provide invaluable support to affiliates. By embracing a proactive approach, staying informed about developments, and fostering transparent communication, affiliate managers can elevate their role, ultimately contributing to the success of both the casino brand and its affiliates. Affiliates, in turn, benefit from a well-informed manager who can guide them in promoting accurate and enticing content to their audience, fostering trust and loyalty. Player Complaints Affiliate managers should make the time to visit their affiliates’ websites and check out the feedback and their players’ experience. Always be proactive and reach out to your affiliates before they need to contact you about brand-related complaints. As an affiliate manager, you can also learn about the likes and dislikes of your affiliate audience, as not all players behave the same way. In the intricate landscape of affiliate management, possessing a thorough understanding of the product is the cornerstone of success. Affiliates benefit from a well-informed manager who can guide them in promoting accurate and enticing content to their audience, fostering trust and loyalty. Affiliate Managers: The Key to iGaming Success GPWAtimes.org 26
GPWAtimes.org 28 UK Gambling White Paper: OWnehaYtear Need to Know Later, Affiliates F rgoammai nf fgo rl adwa byiel irt yMcehl ae nc ki es Et ol l isst apkr oe vl ii md eist sa, comprehensive look at how the White Paper is reshaping the U.K. iGaming industry By Melanie Ellis
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GPWAtimes.org 30 ublished in April 2023, the U.K.’s Gambling Act White Paper “High Stakes: Gambling Reform for the Digital Age” set out a wide range of proposals for reform of gambling laws in the U.K. The proposals did not include any which would directly affect affiliate advertisers, in particular the White Paper did not take forward suggestions that the Gambling Commission should license and regulate affiliates. Nevertheless, a number of the White Paper’s proposals have significant implications for the U.K. gambling industry, its marketing activities, and revenues. As significant progress has now been made towards implementing many of these proposals over the last year-plus, it’s a good time to examine where things stand. Affordability – a short history One of the most highly-anticipated outcomes of the White Paper is a conclusion to the long-running debate about affordability assessments, more recently rebranded as “financial risk checks.” The first formal indication that gambling operators should be assessing customers’ ability to afford their gambling came in the Gambling Commission’s enforcement report for the financial year 2018-19. This recommended that operators reassess their financial triggers to consider their customer base and individual customer’s disposable income. The following year, the enforcement report stated that “Customers wishing to spend more than the national average should be asked to provide information to support a higher affordability trigger such as three months’ payslips, P60s, tax returns or bank statements.” This position was reiterated by Commission staff members carrying out compliance assessments and enforcement activity, leading to operators adopting a variety of approaches depending on their interpretation of the Commission’s comments and their recent engagement with its enforcement team. A customer interaction consultation exercise was launched by the Commission in 2021, which proposed that operators would be required to conduct affordability assessments at thresholds set by the Commission, with those levels to be determined following a call for evidence. It was hoped this would bring an end to the inconsistent approach adopted by operators and some of the frustration felt by customers, who often could not understand the reason for intrusive requests for copies of their payslips, bank statements, or tax returns. In 2022, the Commission concluded the wider consultation exercise of which this was part but stated that the issues raised in relation to affordability would be addressed in a future consultation. This future consultation seemed to be on the back burner, but in the meantime the Government began its review of the Gambling Act 2005. It soon became apparent that the issue of affordability had been subsumed into this wider review. Statements such as that by then gambling Minister Paul Scully in early 2023 that “‘affordability checks’ is the wrong title for the protections we’re envisaging” and “it is not the role of government or the Gambling Commission to tell people how much of their salary they are ‘allowed to’ spend on gambling” seemed at odds with the Commission’s views, as expressed in its enforcement reports and regulatory activity. However, the Commission quickly adopted this same language and, when it finally launched the promised consultation last summer, following the publication of the White Paper, it rebranded affordability assessments to “financial risk checks.” Financial risk checks The Commission concluded this consultation exercise in April 2024, publishing a summary of responses received and its draft new LCCP provisions. As anticipated by the White Paper, remote gambling operators will need to carry out a “light touch check” on any customer who has a net deposit position (deposits less UK GAMBLING WHITE PAPER One of the most highly-anticipated outcomes of the White Paper is a conclusion to the long-running debate about affordability assessments, more recently rebranded as “financial risk checks.”
31 GPWAtimes.org withdrawals) of over £150 in a rolling 30-day period. The purpose of this is to check for signs of financial vulnerability, so operators must establish whether the customer is subject to a bankruptcy order, court judgment, or other debt relief agreements or orders. These checks must commence from 30 August 2024, but initially using a threshold of £500 net deposits over the past 30 days, with the amount reducing to £125 in February 2025. A critical aspect is what the gambling operator does with the information discovered from this check. They are required to take “proportionate action” based on what they have discovered and everything else they know about the customer. If the operator now knows the customer has some financial vulnerability, depending on the nature of the information, proportionate action is likely to involve some further assessment of their financial circumstances and/or putting some limits in place to protect them from gambling harm. The Commission’s guidance that indicates unaffordable gambling is a sign of harm remains in place. It is also important to note that a clear result from this check is not a green light for the operator to allow unlimited gambling. The consideration of proportionate action is not limited to circumstances where a negative result has been found in the check. This must also be considered by the operator along with other information about the customer to assess whether they are at risk of gambling harm. Once this consideration has taken place, the Commission’s consultation response leaves a gap, as “enhanced checks” at higher levels of spend will not come into force until a pilot phase (during which the larger operators will carry out the checks but will not act of their results) has been completed. To fill this gap, the industry body the Betting and Gaming Council has developed a Code of Practice, which is voluntary but has been endorsed by the Gambling Commission. This Code sets out a procedure for a “risk assessment” to be carried out on customers before they are permitted a net deposit figure of over £5,000 per month (or £2,500 for customers aged under 25) and an “enhanced assessment” for customers with a net deposit of £25k or more in a year. For the risk assessment, operators can choose from a range of approaches which include the customer making a self-declaration of their income and/or wealth, while the enhanced assessment is likely to require the production of documentary evidence. Operators must take “appropriate action” if “high-risk activity” is identified. Again, it is for the operator to determine what such action is to be. A large degree of discretion clearly remains to operators, particularly in terms of the action to be taken following either check and if and when spending limits should be imposed on customers. However, overall, the new regime of checks will, for many operators, enable a relaxation of their current approach, particularly where that involved requiring documentary evidence from customers at lower spending levels.
GPWAtimes.org 32 Marketing and incentives Some have felt that the White Paper did not go far enough in terms of imposing further restrictions on gambling advertising, but there are some key measures to be aware of. One requirement that has been finalized, and will come into force in January 2025, is that customers must be asked to opt in to receive direct marketing, both on a per channel (phone, email, or text) and per product (betting, casino, or bingo) basis. Customers will need to select their marketing options before gambling again after the implementation date. The Commission also has an ongoing consultation exercise on bonuses and incentives. In this, it proposes to set limits on wagering requirements for bonus fund offers so that customers may only be required to play through the bonus funds either one, five, or 10 times. Another option under consideration is to ban wagering requirements altogether. It seems unlikely the Commission will opt for the complete ban, however, any of the other options are likely to affect the bonuses that gambling operators are able to offer. As with stake limits, this proposal comes with a risk that customers are tempted by higher bonuses (albeit with higher wagering requirements) that unlicensed operators can make available. An additional proposal under consideration is that operators be prevented from mixing product types within incentives. Slots stake limits A final decision has also been made on another key proposal from the White Paper – stake limits for online slots games. Following consultation, the Government has decided to set the maximum stake at £5, or £2 for customers aged under 25. The £5 limit reflects the maximum stake available on slots machines in land-based casinos, although younger customers subject to the £2 limit will be able to play for significantly higher stakes in a land-based setting than they can online. The Government’s rationale for introducing these stake limits is that “access to high-stakes play clearly exacerbates the risk of consumers engaging in harmful gambling behavior.” The difficulty with this analysis is that the new stake limits will not remove access to high-stakes play – it is not an offense for British consumers to gamble on unlicensed websites and such sites can be accessed with relative ease. The Government’s impact assessment notes evidence from Flutter, which voluntarily introduced a £10 stake limit in 2021, that around a quarter of the revenue it had been deriving from stakes over £10 was lost. Flutter assumed this revenue went to the black market or other licensed operators who allow higher stakes. In 2022-23, high-stakes slots (above £5) generated £237 million, accounting for 7.4% of the total gross gambling yield (GGY). However, the government projects a £138.5 million decrease in annual GGY due to the proposed £5/£2 stake limits, expecting players to shift to lower stakes or other gambling products rather than abandoning them altogether. Operators that particularly cater to higher spending customers will obviously be hardest hit. Of particular concern is the extent to which these higher-spending customers move to the black market. Rates of channelization in Great Britain are currently estimated to be relatively high, with the Government’s consultation citing rates of around 98% derived from the European Commission and Danish Gambling Authority. Noting that the Government had to turn to overseas regulators for an estimate of the current size of the black market, it seems the extent of any displacement will be hard to track. Given that the purpose of these measures is to protect higher-spending customers from gambling harm, not knowing how many of these customers have moved to riskier environments is worrying. The Gambling Commission has nevertheless been working to tackle the black market and, in particular, established a procedure for referring both unlicensed websites and affiliates advertising unlicensed websites to Google, for the search engine to remove the specific URL from search results. As of April 2024, around 7,000 sites have been delisted from Google as a result of this. As new games come onto the market, in particular the increasingly popular “crash” games, it is worth bearing in mind that only games that meet the definition of “slots” will be subject to the stake limit. This is restricted to “casino games of a reel-based type (including games that have non-traditional reels).” The Government intends that this capture “boundary pushing” products, however, it is difficult to see how a new game that has no element that could be described as reel-based could be caught by the stake limits, even if it is particularly designed to create similar levels of engagement to slots. Some new restrictions will also come into force for non-slots games, including a minimum of five seconds per game cycle and a ban on auto-play features. The new stake limits will be implemented through Regulations, which will create a new license condition. This is anticipated to come into force in September 2024, although a six-week implementation period for the £5 limit and a further six weeks for the £2 limit is expected. UK GAMBLING WHITE PAPER Melanie Ellis is a gambling regulatory lawyer and partner at Northridge Law LLP in the U.K., advising on all aspects of British gambling law, including license applications, regulatory compliance, advertising, Gambling Commission regulatory action, and gambling-related transactions. Melanie has a particular interest in the use of new technology for gambling products and novel product ideas. She is recommended by the Legal 500 and Chambers & Partners directories and is a frequent contributor to publications such as EGR and Casino International, as well as speaking at industry events.
Affiliate London iGB 34 GPWAtimes.org London photo by Sven Hansche/Shutterstock Photos courtesy of Clarion Gaming
This year’s iGB Affiliate event held in February not only marked the end of a remarkable 12-year chapter in London but also set the stage for a bold new direction as it transitions to Barcelona. Beginning in 2025, ICE and iGB Affiliate will relocate to Barcelona, while iGB L!VE will move from Amsterdam to London, continuing to capitalize on the city’s status as a key iGaming hub. Post-show research from iGB Affiliate 2024 paints a picture of overwhelming success and anticipation for the future. An impressive 93% of attendees expressed their intention to return next year as the event moves to Barcelona, with 92% reporting high satisfaction. Exhibitors and sponsors echoed this enthusiasm, with 97% planning to participate in 2025, placing iGB Affiliate in the top 3% of events surveyed by Explori. Moreover, 88% of visitors and 89% of exhibitors agree that the event significantly contributes to industry advancement. The excitement surrounding the event is palpable as it looks forward to its journey in Barcelona. But before we close the book on London, please enjoy the vibrant images in the following pages that perfectly capture the final iGB Affiliate event held in The Big Smoke. GPWAtimes.org 35 Photo by Luke Dyson
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iGB AFFILIATE LONDON GPWAtimes.org 38
From the Exhibition Floor 39 GPWAtimes.org Photos courtesy of Clarion Gaming
iGB AFFILIATE LONDON SBC London Baby Party GPWAtimes.org 40
iGB Affiliate Awards 2024 41 GPWAtimes.org Photos courtesy of Clarion Gaming
iGB AFFILIATE LONDON EVOLVE by Fire & Ice GPWAtimes.org 42 Photos by Luke Dyson
SAVE THE DATE #ICE25 FIND OUT MORE: www.icegaming.com
North America Summit SBC 2024 44 GPWAtimes.org
Held 6-9 May, SBC Summit North America 2024 was a resounding success, drawing nearly 5,000 attendees to the Meadowlands Convention Center for four days of networking, insightful discussions, and industry insights. The event featured over 300 industry leaders sharing their expertise across four stages, covering topics such as pain points, solutions, and the potential of North American markets, much of which is captured in the following pages. Notable speakers included BetMGM CEO Adam Greenblatt, industry veterans like former director of Caesars Entertainment Corporation Jan Jones Blackhurst, and NFL Hall of Famer and Miami Dolphins legend Dan Marino. Attendees praised the event’s organization, relevance, and personalized approach to panel discussions. Building on this success, SBC announced the launch of SBC Summit Americas, a unified platform that will merge the SBC Summit North America and SBC Summit Latinoamérica. Set for May 2025 in Fort Lauderdale, the event will aim to create a central hub for the entire American gaming community, offering a comprehensive experience of education, networking, and exhibition. The event is expected to attract over 8,000 attendees and 300 exhibitors and sponsors, making it the largest gathering of its kind in the region. “We had nearly 5,000 of you join us this year . . . Thank you for making this edition special. It was a blast,” said SBC CEO and Founder Rasmus Sojmark. ”(Next year) we’re launching a major event for the entire Americas region and transforming it into a key networking hub and a must-attend occasion for anyone who doesn’t want to be left behind.” GPWAtimes.org 45
SBC NORTH AMERICA 2024 Opening Party at Slate NYC GPWAtimes.org 46
Networking Party at Red Bull Arena 47 GPWAtimes.org
SBC NORTH AMERICA 2024 GPWAtimes.org 48
From the Exhibition Floor 49 GPWAtimes.org
This issue’s two affiliate interviews provide contrasting narratives of success in the iGaming world. Ken, a seasoned casino veteran, turned to online affiliation driven by passion. He prioritizes well-crafted content but grapples with the challenges of operating solo in the highly competitive U.K. market. In contrast, Aryaman, a digital marketing expert, focuses on India’s untapped potential. His strategy emphasizes quality, meticulously researched content specifically tailored to the Indian player. While both affiliates acknowledge the crucial role of content, their approaches differ significantly. Each faces the ongoing challenge of establishing authority and trust. Their stories and backgrounds offer valuable lessons: success in iGaming can be achieved through diverse paths, underscoring the importance of passion, adaptability, and a profound understanding of the target audience. GPWA AFFILIATE INTERVIEW SERIES Please tell us about your background, where you grew up, and where you live today. Originally, I’m from Birmingham, U.K., and right now I am living in Brighton. Most of my life and career has been spent overseas, though. I began working in casinos in Birmingham many years ago (I’m not going to say how many) and it led to quite a few opportunities. I have been lucky enough during my career to live and work in places like Russia, Latvia, Romania, Singapore, the Philippines, Kazakhstan, Myanmar and the U.S., and that isn’t even all of them! This was at a time when casinos were opening up all over the globe, and British people still commanded respect in the world. Sadly, those days are long gone, so I hawked my talents and knowledge around the online gaming universe. In your GPWA bio, you list “PR consultant” as your occupation. How did you get into public relations and how has that experience helped you as an iGaming affiliate? The PR consultant role came about because prior to getting into casinos my wish was to become a journalist. How I got sidetracked by the glitz and glamour of casinos, I am unsure. It may have been the thought of wearing a dinner suit and a self-tie bowtie to work every night that did it. Nicholas Shepherd - Ken With a storied past that includes dodging Russian mobsters and making side-hustle money on the felt, “Ken” spills the secrets of a colorful career and his turbulent journey as an iGaming affiliate Confessions ‘Ken’s’ Intro image by VECTOzaVR / Shutterstock GPWAtimes.org 50
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