BGO beefs up affiliate oversight with new tracking partnership
Online casino operator will monitor affiliate landing pages to ensure compliance with Gambling Commission regulations
BGO Entertainment has launched a new initiative to monitor its affiliate activity through a partnership with affiliate tracking technology firm Rightlander.
Rightlander automatically scans any website and builds a list of locations where an operator’s brand has been mentioned or linked to.
The software then clicks each link through to its final destination on a website, where it takes a screen shot and stores the picture in a personalised library for the operator.
According to BGO, Rightlander will help it to discover affiliate websites linking to its page without permission and to ensure that affiliates sending traffic to the operator’s site are fully compliant and acting responsibly.
“By using Rightlander, BGO is able to demonstrate to the UK Gambling Commission and other regulators that it is doing all it can to ensure the affiliates sending traffic to its websites are acting responsibly,” the firm said in a statement.
BGO CMO Allan Turner said: “We understand the importance of making sure that consumers get the right information about the offers that our affiliate partners promote for us on our behalf.
“So, to make sure that is the case, we have partnered with Rightlander to help us ensure that every listing for our site is accurate and compliant with Gambling Commission guidance,” he added.
BGO received the first ever marketing-related sanction from the Gambling Commission back in May 2017 when the operator was fined £300k for ‘misleading’ affiliate promotions.
At the time, the regulator warned the industry to “take note” of the penalty. BGO was also one of the first firms to remove wagering requirements from its bonusing.
Rightlander founder Ian Sims said: “Online casino operators understand the onus is on them to ensure affiliates sending traffic to their sites are acting responsibly, but monitoring and managing all of this is a tall order.
“The Rightlander platform takes the hassle out of ensuring affiliate compliance, and we are thrilled to be working with BGO to help them improve their processes and to better manage their affiliate partners,” he said.
For more info on Rightlander, pick up the next edition of EGR Marketing next week, featuring a Q&A with founder Ian Sims.