Achieving harmony between operators and affiliates

Achieving harmony between operators and affiliates

Friday, October 13, 2017 Posted by Joseph Streeter
Ahead of the EiG conference we look at the current industry climate for affiliates

Sky Bet’s decision to abruptly cancel its affiliate hub ushered in a period of uncertainty for the relationship between affiliates and operators.

The turbulence between the two was only heightened by Paddy Power Betfair’s warning, that it would immediately suspend any marketing partner found to have breached its promotional guidelines, a move that came after numerous of rulings from the ASA against various operators for adverts published by rogue affiliates.

Speaking on the Super Affiliates panel at Betting on Sports 2017, managing director of bookies.com, Matthew Glazier emphasized the importance of trust in the relationship between affiliates and operators, adding that: “As an affiliate if you respect your relationship with an operator, you’re not going to go down the route of amending pieces of creative, trying to oversell an operator or trying to do anything that effectively jeopardizes your relationship.”

Evolving into an affiliate landscape that's going through a period of transition, Better Collective recently expanded, acquiring in the German-speaking market with WettFreunde and Wettportal as well as in the UK with CasinoLounge.co.uk.

The CEO of Better Collective, Jesper Soegaard praised Paddy Power Betfair’s decision to issue strict guidelines to its advertising partners, speaking alongside Glazier at Betting on Sports, Soegaard said: “Each point in Betfair’s affiliate guidelines aimed towards sending reliable traffic and being accountable to your users as well as the operators.”

Totally Gaming says: As the dust settled on Sky Bet’s decision to cancel its affiliate hub, the subject of the role of affiliates is one of the most polarising in the industry at the moment. Furthermore, whilst  there’s a perception that the relationship between affiliates and operators is improving, each time The ASA reprimands a large operator for an embarrassing advert published by an affiliate, the notion that prompted Sky Bet CEO Richard Flint to end Sky’s affiliate hub is affirmed.  

At this month’s eagerly anticipated EiG 2017 conference (30 October – 1 November), the relationship between affiliates and operators will be discussed further on the panel ‘Is affiliate/operator harmony just a dream?’

 
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