Betway moves to bring its affiliate programme in-house

Betway, an online gambling provider based in Malta, has decided to bring the management of its affiliate programme in-house to ensure compliance in the face of increasing regulatory pressure in the UK surrounding the behaviour and standards of affiliates.

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Regulators are taking a much stricter stance on operators and the behaviour of their affiliates. © FPGIndia.

The operator is seeking to more closely manage and monitor its affiliates in the wake of increased scrutiny, mostly from UK watchdogs, joining a long line of operators that have already made severe changes to how they work with affiliates, with some cutting ties with affiliates altogether.

Previously, the affiliate programme was being managed by Buffalo Partners. The business will now be transferred to Betway Partners beginning March 1 2018, with the operator migrating the programme into its business to ensure a smooth transition.

Betway has stated that it will work closely with all its partners so they are aware of updates and changes and the affect they will have.

Chief executive of Betway, Anthony Werkman, said:

Managing the affiliate sector is vital in maintaining Betway’s values, so to ensure we remain fully compliant with changing regulatory requirements we will be formally bringing our affiliate programme in-house. We value our affiliate partners greatly and look forward to working with them over the next few years in order to grow this successful area of the business. In doing so we will be focusing on delivering the highest regulatory standards in all our markets as well as ensuring that a clearer alignment with Betway values and systems is in place, and through that greater overall transparency and accountability is achieved.Anthony Werkman, Chief executive of Betway

Operators and regulators taking a much stricter stance on affiliates

Betway is just the latest in a long line of operators to make major overhauls to its affiliate programme.

In September 2017, the Advertising Standards Authority ruled against four gambling operators – including Ladbrokes and 888 – regarding breaches of regulation relating to affiliate marketing. Adverts for each firms’ bonuses, created by an affiliate marketer, were found to have breached advertising codes.

Last week, William Hill announced it would stop working with a number of UK affiliates, along with Rank Group, who run affiliate management programmes for Grosvenor and Mecca, who stated that they will enforce a much stricter oversight of affiliates to ensure compliance. Back in September 2017, SkyBet famously ended its affiliate programme altogether, rather than try to manage compliance amongst its affiliates.

Regulators and watchdogs, especially in the UK, are clamping down on advertising standards in the gambling sector, with operators facing massive fines if their affiliates do not comply with regulations and standards.

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