BGO to utilise Rightlander in bid to improve affiliate compliance

BGO to utilise Rightlander in bid to improve affiliate compliance

Friday, March 2, 2018 Posted by Michael Lawson
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The platform also allows BGO to define “compliance violation events”.

Rightlander, the affiliate landing page tracker, has joined forces with BGO Entertainment to help the operator improve affiliate compliance and boost its responsible gambling measures.

The technology scans websites and builds a list of locations an operator’s brand is mentioned or linked to. It follows each link to its final destination on the website, takes a screenshot, and stores it in a personalised library.

This will help BGO discover affiliate websites linking to its pages that it is currently unaware of, allowing the operator to ensure the affiliates sending traffic to its site are fully compliant and acting responsibly.

The platform also allows BGO to define “compliance violation events” that notify the operator automatically when Rightlander discovers matching content on any of the websites found linking to them.

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.

Rightlander Founder, Ian Sims, told TotallyGaming.com: “The problem that operators now face is how to ensure that affiliates take the subject of compliance seriously. Operators will not want to work with affiliates that they can’t trust to be compliant but conversely, monitoring all affiliate activity is a task of monumental proportions. Not helped by the fact that rarely do affiliates reveal all of their traffic sources to an operator!

"This is where tools like Rightlander help responsible operators like BGO.  By regularly scanning affiliate websites, the technology can not only alert them to specific events but also saves the BGO staff countless hours trying to find the affiliate-driven locations which reference their brand. In addition to scanning and monitoring affiliate URLs supplied directly by BGO, Rightlander is also able to identify other affiliate sites that link to bgo that they were unaware of.”

While Allan Turner, Chief Marketing Officer at BGO, added: “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 sites is accurate and compliant with Gambling Commission guidance.”

Totally Gaming says: For BGO, utilising Rightlander is a shrewd move that ought to boost the operators affiliate compliance. Perhaps even more important given the current climate, the move will also help BGO improve its responsible gambling measures.    

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