Infinity Gaming Magazine Special Edition (IGA2020 Awards)

InfinityGaming www.gaming-awards.com | ISSUE112

IGA 2020 ALL THE WINNERS & MORE GAMING + ARTICLES + BUSINESS+ GLOBAL + ONLINE + NEWS+ AWARDS + etc

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SUPPORTING CARE

THE OUTSTANDING CONTRIBUTION

10 WHO WON WHAT

Opinion Disclaimer: The views and opinions expressed in all external articles are those of the authors and do not necessarily reflect the official policy or position of The Infinity Gaming Magazine Any content provided by our feature writers or authors are of their opinion, and are not intended to malign any religion, ethic group, club, organization, company, individual or anyone or anything.

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4 EDITOR NOTES Editor welcomes you to the latest edition of Infinity Gaming Magazine.

6 OUR WRITERS Meet our feature writers, the superb writers on our rosta.

08 IGA12 SPECIAL EDITION 12 OUTSTANDING RECIPIENT 12 LES A RECEPTION IGA2020 WINNERS

22 SUPPORTING CHARITY 25 AND THE WINNER IS......

LES A RECEPTION

+ NEWS & MORE NEWS

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from the gaming industry

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A note from the editor CONTACT US Clever Duck Media Centrix@Keys Keys Park Road Staffordshire WS12 2HA UK Tel: +44(0)1543 478 889 PRODUCTION Clever Duck Media Centrix@Keys Keys Park Road Staffordshire WS12 2HA UK

And The Winners ARE!”

PUBLISHING Infinity Gaming Magazine is operated by © Clever Duck Media Ltd ®

Lana Thompson - Editor

Welcome to the latest edition of the Infinity Gaming Magazine

Company Reg. No. 687 1018 (Registered in England) V.A.T reg. no 972 6372 91

Welcome to the latest edition of the In-

To all our sponsors for helping to make

finity Gaming Magazine and Congratula-

the night the best so far, thank you all,

tions to all those winners at the 2020

without your belief and support we

International Gaming Awards. What an

could not stage what is now recognised

amazing evening we all had on the 3rd

as the Awards evening of the Year.

Business Partnerships Svetlana@gaming-awards.com

Inside the magazine we have all the

Marketing & Advertising claire@cleverduckmedia.com

February.

If you had not had chance to check out

photos of the Champagne Reception

the IGA Highlights reel then please do

sponsored by Les Ambassadeurs, all

pop over to the Gaming Awards site and

the winners and THANK YOU Videoslots

have a look, it really is a celebration of

for a superb Awards Party following on

our industry. So many attendees tell us

from the Awards Ceremony.

that the IGA is the best organised, glamorous and important event of their cal-

Coming up next in May is the Diversity

endar year and we always aim to ensure

Awards and from the interest so far in

it matches up to all their expectations.

what will be our eleventh year celebrating all that is diverse within our great

Congratulations to Gustaf Hagman for

industry, it is going to be something

receiving the Outstanding Contribution

special.

Award.

Enjoy this special edition of this magaIt truly was a magical evening and

zine.

THANK YOU so much for helping us raise funds for Care International, you

“To Infinity and Beyond!”

are all truly amazing and so generous.

Regards,

Lana The Editor

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Sponsorship Opportunities Colin@cleverduckmedia.com

Editorial Content & PR media@cleverduckmedia.com

MORE. It’s time for MORE. We’re talking more games, more quality, more innovation and more success; we’re dedicated to giving you MORE – In One GO. Find out how you can get more by contacting sales@playngo.com Discover what MORE means for you.

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Infinity Gaming Magazine Contributing Writers A magazine is only as good as the content inside and with some of the leading specialists within the gaming industry. With specialised articles covering customer service, the gaming law, new prducts, technology and current affairs with the sector the Infinity Gaming Magazine is delighted to showcase our superb line-up of contributing writers.

Christina Thakor-Rankin Christina is Principal Consultant at 1710 Gaming Ltd, a specialist betting and gaming consultancy, delivering a range of services including licensing and compliance (incl. regulation, money laundering and social responsibility), business start-up, training and strategic reengineering, project management, research, business analysis and development, to start-ups and established multi-national operators and providers, gambling regu-

lators, law enforcement and government agencies, media, and specialist interest groups and associations within the sector, in both established and emerging markets across the world.

www.1710gaming.com

Teresa Tunstall – Independent Gaming Consultant After many years of working in casinos in the UK and on USA ships as a croupier and inspector, Teresa turned from ‘poacher to gamekeeper,’ spending 16 years with GamCare, who offer help and support to those who develop problems with their gambling.

Teresa now works independently consulting on all issues relating to Social Responsibility and Problem Gambling.

Working closely with the betting and gaming industry, She developed strong links delivering Social Responsibility and Problem Gambling training around the world, from Antigua to Moscow, and Auditing in the UK.

To contact Teresa regarding consulting please email: Teresatunstall1@gmail.com

Lee-Ann Johnstone - CEO Best Odds Marketing With almost two decades of digital marketing and affiliate experience gained within retail, payments and blue chip iGaming brands, Lee-Ann has a wealth of expertise as an award winning digital marketing expert and business mentor. She is the creator of AffiliateFEST, founder of Best Odds Marketing a digital consultancy specialising in affiliate marketing and recently launched Affiliate Insider offering training, events and business development for the affiliate channel.

www.affiliateinsider.com|www.bestoddsmarketing.com

Lynn has creatively strategized and implemented B2C and B2B acquisition, conversion and retention marketing campaigns.

She joined Forwardslash, (an igaming marketing company) as Marketing GM: Creative Studio. She then went on to work for a sportsbetting company to launch a poker room and casino for a while, before being headhuntered to join a startup casino company in Prague, where she worked as the Marketing Operations Manager. Longing for the sea and sunshine, she relocated to Malta to consult for a B2B igaming software development company.

Lynn Pearce de Freitas

Lynn started off her igaming career consulting to LCI, a prestigious land-based casino in the UK, where she was responsible for the online marketing and projectmanagement of conferences, events, presentations, video production, and other activities.

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GAMING NEWS

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UK Gaming Council crackdown on black market operators

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esults of a study released this week for the new standards body, the Betting and Gaming Council, (BGC) which represents UK regulated operators, revealed that consumers are exposed to a huge number of unlicensed operators, 38 per cent, through search results for key gambling terms on major search engines.

As a result, the BGC has called on the government to ensure that the Online Harms Bill, which is soon to be introduced in parliament, includes action to crack down on platforms that profit from unregulated, black market gambling operators.

Michael Dugher, chief executive of the BGC, stated: “Search platforms are promoting black-market gambling operators for profit, putting the British consumers, including children, at risk. None of the UK’s strict licensed safeguards are in place on these illegal sites.

“Regulated bookies and online operators have a strict zero tolerance approach to underage gambling, yet unlicensed operators are free to prey on vulnerable consumers.

“We welcome the Government’s Online Harms Bill. But it also provides the Government with a chance to clamp down on the black-market and help protect punters who want a flutter in a safe environment.”

The study found that a particular danger is that children are accessing websites because there are no strict ID and age verification measures.

Strict verification procedures were introduced in May 2019 for UK licensed operators that require full verification of name, age and address before anyone can open an online account or place a bet.

The BGC findings also revealed that four in 10 search results for key gambling terms on major search engines are unlicensed black-market

operators. There are 27 million visits from UK IP addresses to black market gambling sites and an estimated 200,000 people in the UK have used illegal gambling sites in past 12 months.

This follows the regulatory Advisory Board for Safer Gambling warning in 2018 that internet service providers, app stores, search engine companies and other relevant providers should be vigilant to the possibility of third-party use of their products to provide illegal gambling to children and young people, and should be proactive in preventing it.

The sizeable proportion of customers using unlicensed operators shows that the revenue of the active ‘black market’ in the UK today is worth around £1.4bn in stakes.

The BGC is the single industry association for betting and gaming, representing betting shops, online gaming businesses and casinos.

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2020 INTERNATIONA

GAMING AWARD AT T H E

SAVOYHOTEL 3rd Februar y 2020 London

S E C T I O N T I T L E

AL

S

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Outstanding Contribution Award Gustaf Hagman

A Special Moment The IGA works closely with family and work colleagues to ensure the biggest and most important award is kept as a surprise and this year was no different as Gustaf Hagman was genuinely shocked to receive the honour.

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A Special Moment

Watching the award video

Left & Top

To celebrate the outstanding achievement of our recipient, the IGA Team go through many images of the recipient given by family, friends and colleagues to make the presentation very special.

Gustaf on finding out he was the recipient of the Outstanding Contribution Award for 2020 was shocked as colleagues and family managed to keep it a complete secret from him, making him watch the intro he was truly shocked.

The Outstanding recipient Gustaf Hagman makes his acceptance speech to the packed main hall at the Savoy Hotel and shares a photo with previous recipient Pontus Lindwall. Gustaf now joins a very exclusive club of recipients.

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14 MAG A Z I N E

The Champagne Reception

Sponsored by Les Ambassadeurs

Above Our Champagne Reception sponsor Les Ambassadeurs organised an excellent start to the evening 1 4

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W

hen you have a chance to speak to some of the leading figures from the online and land based

gambling industry Clever Duck Media and our interviewer Lyndsey Vickers did not miss the opportunity.

The team were on hand to turn on the lights and record some truly memorable moments from the Champagne Reception sponsored

by Les Ambassaeurs. The reception party was in full swing thanks to the superb music on offer.

With the champagne flowing and the music attendees were relaxed talking to our intrepid reporter about what their companies had planned for 2020 and beyond.

As always with the International Gaming Awards there were some glamorous dresses by the ladies and all the men dressesd to impress.

This is a night for the entire gambling industry to get together and celebrate theirs and others achievements.

The setting for the 2020 International Gaming Awards was this time the Savoy Hotel London and attendees were treated to the highest level of service only one of the most exclusive hotels in the World can deliver.

Everything was in place for what was going to be one of the best nights ever for the awards ceremony and all those in attendance.

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Above Photos Relaxing at the Champagne

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Right Networking

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Above Connective Games Left The Les Ambassadeurs Team

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Above & Right Everywhere you looked great dresses and the men were well dressed too.

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Right & Far Right Networking and helping charity, the two can go teogether.

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On This Page World leading companies always attend the IGA.

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Taking Care Industry supporting Care International

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very year at the International Gaming Awards we

CARE and women

encourage the entire gambling industry to come out and help support one of the hardest working

CARE tackles the underlying causes of poverty so that people can

and global reaching charities, the charity being Care

become self-sufficient. Recognising that women and girls suffer

International. Over the twelve years now we have

disproportionately from poverty, CARE places special emphasis on

raised hundred of thousands of pounds for Care

working with women to create permanent social change. Women

and other deserving charities. It is only with the help, support and

are at the heart of CARE’s community-based efforts to improve

encouragement of those attending are we able to support them,

basic education, increase access to quality healthcare and expand

this year we were lucky to have Alea & IMG offer to be our charity

economic opportunity for all.

sponsors .

Here is a little about Care

CARE International is non-religious

International and why the

and non-political, allowing us

International Gaming Awards

to deliver humanitarian and

works all year round to

development assistance to

support them:

anyone in need regardless of race, gender, ethnicity, age,

CARE fights poverty and

religion, political view or sexual

injustice in 86 countries

orientation.

around the world to help the world’s poorest people find

With more than 60 years’

routes out of poverty. CARE

practical and hands-on

also delivers emergency aid to

experience, our programmes

survivors of war and natural

tackle the deep-seated root

disasters, and helps people rebuild their lives in the aftermath. causes of poverty, not just the consequences.

CARE’s mission is to create lasting change in poor communities and put money where it is needed most:

More than 90 per cent of our 13,000-plus staff are locally-hired, and we increasingly look to

94 pence in every pound goes towards our poverty fighting

work alongside local organisations.

programmes - that’s one of the highest rates among all the UK aid agencies.

CARE’s vision for a world without poverty

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Above The Industry helped raise thousands of pounds once again for Care INFINITY GAMING

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And the winners are....

MARCH 2017

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Left BBIN Winner Australia/Asia Focused Technology Supplier of the Year

Below Mansion Winner Best Customer Service Of The Year

Below Galaxy Entertainment Casino Operator Of The Year Asia/Australia

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Above ComeOn win In-Play Sports Betting Company of the Year Left UltraPlay wins eSports Betting Software of the Year

Below Casino De Monte Carlo picks up Casino Operator UK & Europe

Right Scientific Games wins Gaming Company Americas

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Above Andy Choy from Melco Entertainment celebrates winning Integrated Resort Award

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Above Betsson Group Scoop Great Place to Work Award Left Pragmatic Play win iGaming Software Supplier

Right Microgaming win Great Place to Work for Suppliers

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Winning an award You got to thank people

Above Intralot seems happy to win Lottery Product of the Year Right The Award for Live Casino of the Year went to SA Gaming

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Top Yggdrasil win Innovator for Suppliers Above Betsson scoop second award for Innovator for Operators Left Alea wins Mobile Operator Award 3 1

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Above Mobile Product winner Connective Games

Above Mobile Sports Product was won by Coolbet Right Casumo wins Online Casino Operator

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Above Rising Star of the Year - Booming Games

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And The Winners are Always Great The Team Photos

Above Online Gaming Operator went to Leo Vegas Right RNG Casino Supplier Awarded to Play’n GO

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MARCH 2017

Left IGT receives Slot Provider of the Year Below Kindred picks up Online Poker Operator of the Year

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36 MAG A Z I N E

And The Winners are The Final few but some big names

Above Videoslots awarded Slots Operator Right Betconstruct wins Technology Supplier/Provider

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MARCH 2017

Top 1xBet wins Sports Betting Platform Left Kindred scoops Socially Responsible Operator Online Below William Hill receives the Award for Sports Betting Operator of the Year

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Right Les Ambassadeurs win Socially Responsible Operator UK & Europe

MAG A Z I N E

Far Right Galaxy Entertainment win their second Award for Socially Responsible Operator Asia

The now traditional winners photograph of all the category winners from the IGA2020. The Winners Photo is now one of the fun events of the evening. Congratulations to all the winners and finalists and thank you so much for a fantastic photo as always.

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MARCH 2016 2017 S E C T I O N T I T L E

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GAMING NEWS

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William Hill seals the deal with CBS

U

K bookmakers, William Hill, this week sealed a deal with major US media company CBS to provide sports betting to the CBS Sports Digital network.

Stars Group, who many say is about to merge with Flutter, has a deal with Fox Sports. And Ladbrokes Coral owner GVC has a contract with MGM Resorts.

branding and promotional rights across CBS’ leading digital sports properties in the US, to take the William Hill brand further and faster in the US.”

This gives the betting giants access to more than 80 million viewers who use the media channel to watch golf, American football and baseball.

The betting company’s shares have struggled compared with its competitors, which have risen sharply after agreeing deals with US companies.

Hill’s performance on the stock market has been lagging behind competitors who have clinched deals with US companies. Stricter gambling regulations in the UK have also affected Hill’s financial performance, including an upcoming ban on credit card gambling and a new cap on fixed-odds betting terminals.

American legislators in many states began reversing a decades-long ban on sports wagering almost two years ago, opening up a lucrative market for experienced operators from Britain.

Jeffrey Gerttula, Executive Vice President and General Manager of CBS Sports Digital, said: “We’re thrilled to launch this momentous partnership, which will allow us to deepen our investment and further extend our leadership in delivering multi-platform sports wagering content, while providing William Hill with unprecedented reach for their market-leading betting platform as they continue to grow their industry leading US business.”

However, the company has forged a relationship in Nevada where gambling rules are less strict, and signed a deal with Eldorado Resorts two years ago.

William Hill’s competitors, meanwhile, have enjoyed considerable success in transatlantic ventures.

Flutter, the owner of Paddy Power and Betfair staged a successful takeover for fantasy sports company FanDuel in 2018. Sky Bet’s owner,

William Hill’s deal with CBS means its sports channels will use William Hill’s odds and technology.

William Hill Chief Executive Ulrik Bengtssond: “Becoming the official sports betting provider to CBS is another major step forward for William Hill in our US expansion.

“We are already a market leader with leading access, a bespoke technology platform and the most experienced US team.

“Now we have exclusive media,

The partnership will kick off in March, with a full rollout planned for the fantasy football season — a major cash cow for the Viacom BCS-owned media firm.

UK bookies have been jockeying to expand into the US amid growing competition in the country’s recently legalised sports betting market.

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The long arm of the UK regulator

By Christina Thakor-Rankin

I

f 2019 ended on acautionary note to the industry topull-its collective socks up and embrace social responsibility, the first few weeks of 2020 are screaming it from every regulatory, political and public opinion roof-top in town.

Barely two weeks into the new decade the Gambling Commission of Great Britain made an announcement banning the use of credit cards for online gambling from April of this year. The announcement is the culmination of two consultation processes, substantial cross-party political support at the last election and ends to an end the mixed messages sent out by a situation where credit cards are allowed for one gambling channel (online) but not the other (retail). The same day, the regulator confirmed that all online operators will now be required to be active participants of the national online self-exclusion scheme (retail or off-line having been mandated a while ago). In reality most operators are already signed-up and have been for some time, this

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simply formalises things and brings any stragglers into line.

Three days after the announcement about credit cards, the Commission formally announced a new initiative involving the setting up of three separate industry-led groups tasked with looking at safer product and game design, safer advertising with a focus on technology, and safer player incentives with a focus on VIPs - the group that spends the most, plays the most, loses the most and is therefore at higher risk of gambling related harm.

This announcement came the same day as another notice reminding online operators to ensure their games are compliant with the Commission’s expectations in respect of transparency and game fairness, and not including features or other attributes designed to encourage increased player spend.

Whilst each of the above was expected to happen at some point, what has

caused a few raised eyebrows is the timing and the tone.For those hoping the worst of it was over last year, the message could not be clearer - this is a regulator that is deadly serious about continuing to raise standards, enhanceplayer protections and hold operators to account where they fall short in their social responsibility obligations.

So, what more can the UK expect?

Something hinted at last year following a government report looking at average incomes and average disposable incomes could be the introduction of mandatory spend and loss limits on new customers pending affordability checks. Anyone wondering about the impact of this need look no further than Norway. From this it is a small step to session limits preventing players from spending an excessive amount of time playing.

There will also be the findings from the three industry groups and any recommendations and actions that follow, such as limiting the use of

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bonuses and incentives. Anyone won-

As regulators continue to collaborate

just in regulated territories with adver-

dering about the impact of this need

and share information, experience and

tising bans, but also those territories

look no further than Italy and Sweden.

best practice there will be a degree of

such as Asia and parts of Africa,where

standardisation across the world. But

gambling is prohibited or restricted

The UK regulator has set it stall out for

sharing or not, regulators really only

but where gambling brands prolifer-

the coming year and operators need to

have control of what happens in their

ate on content delivered via satellite or

take notice. But not just in the UK. Just

own jurisdictions. For example Italy’s

streaming.

as the UK looked at other jurisdictions

advertising ban on anything gambling

who already had national self-exclu-

related has helped prove the concept of

This is where the UK could be an inter-

sion schemes before adopting its own,

technology being used to filter out any

national global game changer, raising

similarly, other jurisdictions are looking

gambling content during live sporting

the bar not just nationally but inter-

at the UK and adopting some of their

broadcasts from football matches (blur-

nationally. Not because it has one of

measures. Within days of the Gambling

ring out logos on shirts, perimeter fenc-

the most proactive regulators around,

Commission announced the ban on

ing and back-boards) but this is only

but because it is the home of the Eng-

credit cards for gambling, consumer and

for those parts of the media they have

lish Premier League - the most popular

player protection groups in Spain and

direct control over. It does not include

league in the world broadcast in over

Ireland were calling for similar meas-

those satellite channels or streaming

212 territories, to an audience of close

ures in their jurisdictions. And as the

sites that sit outside of their borders, or-

to 5 billion and raising more in betting

industry is all too painfully aware, the

betting operators who offer bet to view

revenue than any other market.

Gambling Commission’s approach to

for those games and matches not easily

enforcement has already been mirrored

accessible elsewhere, where gambling

by some of its peers.

brands continue to be on view. And not

If football was a religion, with its glut

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Christina Thakor-Rankin Article

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dren - exposure to gambling brands and the suggestion that gambling is a natural adjunct to watching football part of, and the impact on players of repeated calls to bet in-play led to UK operators implementing a self-imposed whistle to whistle ban on in-play advertising. This is progress but does little to address the point of expose where for over 90 minutes, gambling brands continue to be visible on shirts, fencing and backdrops to post match interviews.

In the current climate, with the FA’s controversial bet-to view deal where gambling companies are granted streaming rights to some games under investigation by the Gambling Commission and mounting evidence of children creating gambling accounts as a means of keeping track of scores, links to gambling companies on junior fan pages, and inducements to bet via social media it is inevitable that an impeding review of the Betting & Gambling Act 2005 will include any associations sport, gambling advertising and harm.

of iconic teams and international players, managers and owners the EPLsurely is the undisputed home of the gods. Twitter data in 2015suggested that Arsenal had more fans in East Africa than the UK -with both Kenya and Uganda laying claim to having the most fans in the world. And one imagines that Liverpool and national hero Salahlong ago replaced Chelsea as Egypt’s most popular team, as well as eating into Barcelona’s international fan base following last year’s European campaign. And as for Asia, according to the Red Card Report, the Premier League is the most popular league in China. Little surprise then that there are so

many gambling companies (UK and non-UK) wanting to be associated with the league -logos on shirts, sponsorships, perimeter and back-board advertising and betting partnerships, and TV commercials around matches.

The relationship between football and gambling in the UK is now so pervasive that the calls from all sides to do something are getting too loud to ignore. Paddy Power’s latest UK advert featuring Jose Mourinho can only add fuel to the growing fire.

If the new law reflects the current political and public mood, than the industry can expect gambling’s relationship with sport to go the same way as alcohol and tobacco before it.

If this did happen then the UK would have achieved something never done before. It would be the first time that the social responsibility measures enacted by one nation state had a direct impact internationally, for any attempts to limit any exposure to gambling in UK football will naturally be extend to those other 200+ countries where the Premiership is king.

Studies and anecdotal stories suggesting the impact of this on chil-

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GAMING NEWS

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Flutter and STG merger under UK watchdog’s lens

F

lutter Entertainment, the owner of Paddy Power and Betfair, is under investigation

by United Kingdom’s watchdog over its anticipated merger with TSG (The Stars Group), a Canadian gambling business.

The CMA (Competition and Markets Authority) will review if the proposed merger of Flutter and TSG will result in a ‘substantial lessening of competition’ inside the gambling industry.

The parties involved in the transaction have been given till February 18 to make their views known on the deal, with a final decision on the proposed merger to be made at the end of March.

Dublin-based Flutter Entertainment had made its intent public to merge with TSG back in October.

If the deal gets a green signal to go ahead, it will result in the creation of the world’s biggest online betting

and gaming operator, with combined annual revenue amounting to £3.8 billion.

As per the terms of the deal, Flutter will own almost 55% of the merged company, while TSG shareholders will own the remainder. The combined company will be headquartered in Dublin, and the bulk of non-executive directors will be drawn from Flutter.

Toronto based TSG is worth than $10 billion and is the owner of Pokerstars, Sky Betting & Gaming and the Full Tilt Poker brands.

The revelation of the inquiry was made the day after the CMA placed Takeaway.com’s merger with Just Eat on hold. The UK authority has executed an “initial enforcement order” prohibiting the two companies from integrating and to keep their brands distinct.

Meanwhile, Flutter and TSG say their

merger will allow them to achieve cost savings of £140million and facilitate Flutter in having its brands reach more than 100 markets.

The agreement follows a partnership announced back in May between Fox Sports and TSG to offer sports betting in the US, while America is already on Flutter’s target after it bought the US fantasy betting website Fan Duel last year.

This news comes during a time of unprecedented change in the global gambling industry, which has seen a large number of deals in recent years while regulation crackdowns and online gaming have shown a rising trend.

The news of the investigation comes while the 3-day ICE London gambling conference is being held at the ExCeL Centre in the UK capital.

The shares of Flutter Entertainment saw a price of 8,641p, a rise of 0.5%, in early trading.

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VIP Gambling: The Critical Problem G

ambling has been in the headlines constantly in the last year, with regulators keen to minimise potential damage and harmful habits. With everything from banning the use of credit cards to limiting advertising, there has been a proactive move to ensure gambling is fun, and not toxic.

However, as new issue has been identified which critics say could be covering up gambling addiction: VIP treatment.

With betting firms offering VIP deals and special offers to their top customers, there are concerns that preferential treatment is encouraging excessive gambling. Here’s an in-depth look into the way the industry treats their VIP customers and whether the incentives are proving to be a problem.

Current VIP schemes In every industry there’s competition for customers and many firms like to find a way to make their most valued customers feel a little bit special.

The world of betting is no exception

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and there are many different types of hospitality schemes which pamper customers and show them how valued they are.

Of course, VIP schemes aren’t altruistic; they’re designed to encourage loyalty and to persuade the customer to part with even more. For retail this may not be so much of an issue but for something which has the potential for serious addiction such as gambling, the consequences can be serious.

And the evidence shows that gambling firms go far further than other industries in courting their customers, providing lavish freebies that go way beyond a little perk.

Another issue with the inclusion of VIP schemes is how the customers are selected. Although the criteria varies from one company to another, the majority aren’t simply based on how the player spends. Instead, the VIP status is conferred on players who lose higher sums as they’re more profitable for the betting firms. Many of these also happen to fall into the

bracket of being the largest spenders too, but it’s the amount they lose on their bets which is the vital factor.

Some betting firms employ specific personnel whose primary purpose is to identify and convert potential players to VIP status. This has drawn widespread criticism as it’s seen as preying on those who are the most vulnerable and enticing them to bet more with incentives.

VIP account managers are tasked with helping players retain their privileged status and it’s made clear that should they fail to remain within the criteria, the benefits will cease. And these benefits can be very significant including not just free bets and cash back on losing wagers but tickets to sporting events and even business class flights. It’s the scale of these incentives which have raised awareness of betting VIP schemes and differentiate them from other industry “loyal shopper” type programmes.

Problem gambling The recent enquiry into gambling habits revealed just what a big issue VIP gambling is - and why betting

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are working so hard to keep these customers happy.

Only a small percentage of customers are classed as VIP, typically between 2-5%. But despite the numbers being small, the profit they generate for betting firms is huge with some companies admitting up to 83% of their profit comes from their VIP players.

Although the precise income varied from one betting firm to the next, all received a very substantial proportion of their revenue from VIP players.

This may sound worrying enough but when you consider the prevalence of problem gambling within this group, the issue becomes an even greater concern. There’s estimated to be around 47,000 VIP players in the country and 8% are believed to have

a gambling problem. This is 11 times more than in the general population and demonstrates why there’s such a move to get thee practices changed.

Some ex-VIP gamblers have gone public with how the incentives and schemes affected their betting, describing how it pushed them to find more money to keep playing. With large rewards being dangled, chasing losses becomes commonplace and leads to bets being placed which simply aren’t affordable for the individual.

VIP players have also described being hounded by texts, messages and adverts that make it hard to break free of a gambling problem. VIP account managers are tasked with keeping punters playing, offering increasingly tempting rewards for placing another

bet. Some of those affected have compared the behaviour of betting firms to that of being groomed, unable to resist the lure of free football tickets and other luxury perks.

These kinds of practices have led to the head of mental health services in the NHS to write to prominent betting companies, urging them to rethink they strategy. Claire Murdoch condemned VIP schemes as being the cause of a “vicious gambling cycle”, blaming them for “proactively” leading vulnerable players and preventing an escape. She believes that VIP schemes should be scrapped instantly and other practices which also increase gambling, such as streaming live matches, should also be stopped.

Regulator next steps

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he Gambling Commission in the UK is now fully aware of the issue with VIP gambling and faces a tough choice about what to do. Some sources believe that it should scrap VIP schemes completely and make it illegal for gambling firms to offer initiatives which could be seen as inducing players to bet.

However, some have questioned why the Gambling Commission has not taken action already, suggesting that it’s not so straightforward as it seems.

The large sums being bet by VIP players means that the government will be receiving more in taxes from these players too.

The Gambling Commission has already stepped in on VIP gambling complaints, handing down punishments to betting firms who demonstrated a lack of social responsibility.

One such case included Betfair, where the betting company helped the player hide his gambling from his spouse.

Other firms have taken extreme action to avoid being reported to the regula-

tor. Ladbrokes coughed up £1 million to victims after a VIP player stole funds from them to pay for his bets.

The pact was made in return for the agreement that the Gambling Commission would not be involved.

Will the regulator be strong enough to outlaw VIP betting schemes, knowing the impact it could have on government coffers? Or will it opt for a softer approach, encouraging betting firms to be more responsible with what’s on offer?

A new code of practice for being firms is being rolled out in Spring 2020 by the trade body for the industry, the Betting and Gaming Council. This will be heavily influenced by the recent findings of the Gambling Commission and is expected to suggest heavy restrictions on current practices, while not suggesting an outright ban.

While the full details of the new code have not yet been revealed, the Betting and Gaming Council has already said that there will be heavy restric-

tions on loyalty schemes. Any player who is identified as being vulnerable will not be allowed to receive any type of invitations to hospitality or VIP schemes, and any existing VIP account must be closed. In addition, staff members must not be incentivised based on how profitable a VIP player is.

Whether this new code of conduct will be sufficient to rein in unhealthy practices from betting firms to the satisfaction of the Gambling Commission remains to be seen. Companies will need to be more fastidious about who they permit to become a VIP player and the type of benefits on offer. Should they fail to do so, it’s fairly certain that the Gambling Commission will step in and ban all type of VIP and loyalty schemes completely.

This is certainly an area that’s developing so watch this space over the coming months for more analysis on what’s unfolding.

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EXCITING ROLE FOR FRENCH SPEAKING CASINO MANAGER EXCELLENT SALARY AND BENEFITS

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Portuguese Q4 online gambling revenue at €65.4m

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ortugal saw a healthy €65.4m (£55.6m/$72.3m) in online gambling revenue for the 4th quarter of the year 2019. Serviço Regulação e Inspeção de Jogos do Turismo de Portugal (SRIJ), the national gaming regulator, said there was growth in all areas of the industry.

Revenue for the 3 months from October 1, 2019 to December 31, 2019, saw a rise of 52.1% year-on-year rising from €43.0m in the last quarter of 2018. The 4th quarter also represented the 8th consecutive quarter in which the market set a new record in revenue, going past the previous high of €54.1m in Q3.

The revenue from sports wagering for the quarter came to €33.4m, up by 55% compared to the previous year. Consumers bet an aggregate of €185.3m, which is 67.5% higher from what was seen in Q4 of 2018.

to gamble on in the 4th quarter, accounting for 74.6% of all bets in this period. Basketball was a distant second with 13.3%, followed by tennis at 6.3%.

In the meantime, revenue from online games of chance also saw an increase of 49.1% year-on-year to €32.0m, as the amount spent by players on such games increased to €852.2m, a 47.9% gain.

Slots made up for 69% of online casino wagering action in Q4, which is way ahead of French roulette at 13.6% with poker making up for 9.4% share of the market.

Portuguese market saw an aggregate of 12 approved operators active in the market during Q4, compared to 9 during the same period last year. The operators accounted for 20 licenses amongst them, 9 of which covered sports wagering, while 11 counted towards games of chance.

Online gambling tax for Q4 paid by the licensed operators amounted to €35.8m, a rise of 67.4% compared to last year. It was reported that a total of 390,400 people placed online bets during the 4th quarter. 163,900 new account registrations were witnessed during this period, up from 103,500 in the same time frame in 2018.

Meanwhile, SRIJ also published numbers for the country’s land-based sector, with the overall revenue for the market showing a decline of 0.8% year-on-year to €80.6m.

The most popular form of landbased gambling for Q4 were gaming machines, accounting for €66.1m of total revenue – this was, however, down by 3.5% compared to the same period in 2018.

Revenue from table games rose 15.5% on a year-on-year basis to €13.6m, but bingo and poker revenue declined by 10.1% to €991,190.

Football was the favourite sport

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The perfect slot operation doesn’t exist operational advice for reaching as close as possible to slot operational utopia

By Andy Cosgrove

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n a such a fast pace and everchanging competitive marketplace operators constantly innovate, renovate and motivate in order to drive their casino and slot operations towards sustainable success and near perfect utopian excellence.

Unfortunately, the so-called“perfect” slot operation doesn’t exist but there are multiple tried and tested techniques for coming as close as humanly possible to reaching thisseemingly insurmountable enigma. I believe that there is no such thing as the perfect slot operation for three simple reasons, which are: “every Casino is different “, “every player is different” and “you can’t please all of the people all of the time”. As a simple example a slot machine that makes millions in Las Vegas might be a complete flop in Macau so it’s essential that operators know what their customers want, know which slot machines best represent their customer’s needs and understand the importance of promoting them in such a way that the customer experience is exceeded on a consistent and sustainable basis. Let’s start by analyzing the three main reasons in favor of the argument:

difference. A casino ability to deliver a personalized experience in such a way that differentiates them from the competition further supports the argument that the perfect slot operation doesn’t exist.Below is a list of some of the key factors thatmake every player different:

Every player is different - A lot of what a slot player is searching for in a casino “slots” experience is essentially the same but no matter how similar the ingredients there are other major factors such as amenities and promotions that make a big

• Location • Transportation infrastructure • Gaming technology and innovation • Knowing their customers demographic • Brand differentiators • Quality of the facilities, amenities

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• Amount of disposable income for gambling purposes • Gamingpreferences • Visit frequency • Geographic location • Customer service comfort level • Non gambling entertainmentpreferences • Preferred players club benefits and promotions Every Casino is different - It’s safe to say that a casino that caters to a regular’s market depends much more on repeat visits than one that’s located on a cruise ship. Even in the same town Casinos operate differently. A Casino on the Las Vegas strip might have much tighter slots than a locals Casino on Freemont Street. Below is an essential list of what can make a casino unique.

and players club offerings • Customer service standards You can’t please all of the people all of the time. Some players might not like where you placed your wheel of Fortune slots while others may not like the name of the casino, the color of your carpet, the name of their host or the fact that your Michelin star restaurant was actually a spelling mistake. What is possible is to please some of people all of the time by knowing your customers and their gambling habits such as, age, average bet, machine affinity, visit frequency and any other piece of relevant information will help you deliver the ultimate slots experience.

Below are some of the main reasons why you can’t please all the people all of the time: • Slots never pay • Somebody is paying my favorite machine so I’m leaving • Your slots promotions are rubbish • The competition promised me five extra dollars in free play if I sign up today • Not enough free drinks • I don’t like the color of your carpet • I demanded more free play even after using up all my free play…. so now I’m not coming back…. ever!

Even though the perfect slot operation doesn’t exist there are still many techniques that can bring you

55 closer to the utopian dream of a perfect slot operation regardless of size and scope. Here are some factors a slots director should consider to get as close as possible to the perfect slot operation…. that doesn’t exist!

Solid foundations -It’s essential that the company’s vision, values and business strategy are reflected on every level of the organization and communicated effectively to all employees on an ongoing basis. Without this your casino will be average at best. Having a virtuoso leader and an engaged and happy staff are also important from the very start as is having a powerful casino management system and efficient and automated analytical tools Traffic flow and machine location – A slots floor layout is influenced by the flow of customers and where you, the operator, want them to go.

For example, if a hotel guest has to go through the casino to get to their room you might want to strategically place some of your new and high hit frequency slots product along such a high traffic route. Anotherexample of optimum placement might be locating your most popular slots at the end of traffic patterns as customers will put in the extra effort to be able to play what they like and are familiar with. There are many other considerations such as where to place your loose slots or your high denomination machines.

Game type and different manufacturers – The majority of players prefer video reel slots but it’s essential to offer other game types such as video poker, stepper slots and progressive banks. Having only one manufacturer would equate to almost certain disaster as would having only one model so it’s important to add a good variety to your slots floor. The optimum mix of game types and manufacturers is determined by a mixture analysis,

knowing your competition and simply listening to your customers Denomination mix and payback percentages – Some casinos don’t like to go above a $1 denomination while others consider a $1 slot to be almost a low denomination. Other casinos prefer multi denomination slots because they see it as an extra player convenience. Denomination demand changes with the market so it’s important to make sure these changes are reflected in your analysis.Loose payback percentages are not always a guarantee of meeting revenue targets but there are many different tactics that can beused to optimize your floor. With quantifiable metrics in place and a good market knowledge an operator must adjust accordingly before the competition starts to bite and gobble up your market share.

Slots marketing and the competition – Some operators prefer to keep marketing and slots as separate departments, but a key function of a slot’s director is to increase slots revenues so that they meet or exceed those of the competition. In order for the slots director to successfully execute this key function the marketing department has to collaborate directly with the slots director and be held accountable for results.

Staffing and the technical side – Having a well-trained, engaged and happy team is an essential part of running any successful operation and employees should be considered just as important as customers. The technical side of running a slots department is also important as machine downtown costs a lot of money and has a negative effect on customer service. Decreased down time cuts costs, enhances the customer experience and strengthens the image of your brand.

Although the perfect slot operation doesn’t exist you can improve your chances of near utopian success (and revenue growth) by having a great team, a strong plan, reliable tools and by having a whole lot of fun along the way.

MY MINI-BLOG - Andrew Cosgrove is a seasoned slot operations veteran and certified project manager with over 24 years of hands on experience in Latin America and the Caribbean.

Andrew has worked on both the operator and supplier side of casino slots and continues to help clients succeed and exceed customer expectations.

Andrew can be reached at andy.cosgrove@hemingwaycasinoconsulting. com or see http://hemingwaycasinoconsulting.com/

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Kentucky Governor asks lawmakers to approve Internet Gambling Bill

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ndy Beshear, the new governor of Kentucky, has not even spent 2 full months in the office and is already calling for the state lawmakers to approve online gambling regulation.

The Democrat had won the election held in last November defeating antigambling Republican Matt Bevin.

Beshear had campaigned on approving gambling expansion in the state to finance its insolvent pension scheme. On the other hand, Bevin was a staunch advisory of the betting industry and had asserted that suicides are a nightly event in casinos on an ongoing basis.

Though still early in his first term as governor, Beshear is already proving that he is indeed a supporter of gambling advocates. The Housing Committee had previously passed an online gambling bill in mid-January.

As per the reports circulating in the

local media, Beshear is already calling on legislators to pass the bill.

The state is struggling with a budget crisis of its own. While some parts of the administration are worried it would result in a reduction of jobs and services, Beshear looks at the betting industry as an unexploited source of government financing.

Beshear said, “We have sources of revenue here in Kentucky that we have not authorized. That if you drive just a mile over the river, Ohio and then Indiana are bringing in hundreds of millions of dollars a year through casino gaming that Kentucky simply doesn’t get. We’ve got up to $500 million of potential revenue out there where all we have to do is say Ohio is doing it; Indiana is doing it. It’s time that Kentucky does it.”

Adam Koenig, Republican legislator, pre-filed a bill in the middle of

December that would make online poker lawful, along with fantasy sports and sports wagering contests, in spite of statements in the previous month where he said he would only be targeting legislation related to sports wagering.

That ultimately turned into HB 137, which was passed by the House Licensing, Occupations and Administrative Committee with unanimous backing. The measure is now in the hands of the House Rules Committee, which will determine when the bill is ready to be placed before the house for a full vote.

Koenig had authored similar legislation in the previous year when the political landscape was completely different – it never made it out of the house. Most reports indicate that the bill will have the needed support to move on to the Senate this year.

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A new decade heralded by a new year

By Teresa Tunstall

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’m sure you are familiar with “Affiliates” who are reminiscent of a leak that drips and drips nonstop.Infamously they frequently are used as influencers especially in the gambling industry where they raise their heads to the surfacewhenever they can and often are based not just in the UK but also in Europe.They support key VIP gamblers advising them of the best odds available and then, like magic, disappearuntil the next bet is proffered. Of course as they don’t need a base location and work from their computers they can “influence” literally from anywhere!

Thankfully the UK Gambling Commission is already taking action to address ‘poor practice’ linked to VIP programmes and without doubt Af-

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filiates will be included in this. Social Responsibility and Responsible Gambling identifies that empathy lieswith the gambler who should use“Self Exclusion” to tackle his or hers problem.

Recently West Ham footballers wore shirts with a Betway logo on them.

One of their younger playersis Declan Rice, a 20 year old,who seemingly was unaware that this was a breach of the Advertising Standard Agency Code.

In fact many football teams are handsomely paid by the larger gambling organisations; indicative of this isan advert which featured the claim ‘Heed Your Hunch.’Surely this also encourages consumers to consider placing a bet. Betway argued the case, but the bottom line which has existed as part of law for years, is that such market-

ing entices underage gambling. The age limit allows permission from 25 years upwards.

We are all aware of the myriad global problems both economically and political so it’s no surprise to see that gold has peaked rapidly to a seven year high,and that the price of oilhas risen and fallen from $70 a barrel to $68.5 I recall one investor bemoaning “You have to wonder when attention will shift back to Brexit?”.… we will see at the end of January and also find out whether we do manage to negotiate a decent trade deal in the future.

The Gambling Commission finally made a very important decision that the use of Credit Card payments in

Teresa Tunstall Article

gaming and betting will be banned in April 2020. Most people are unaware that this was first suggested back in 1998 when Lady Littler, Chairman of Gaming Board for Great Britain, was overseeing gambling and betting.

She emphatically and rightly questioned whether Credit Cards should be used in this way: now it’s confirmed and is certainly a positive move for the best.Other nations,too,are poised to introduce such a ban including New Zealand. The Macquarie Group of Australia has already introduced a ban and now the UK are following suit. Regulators have concerns to prevent gamblers of all ages accruing large debts but the flip side could mean players risking debt by looking to high-inter-

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est and money lending schemes.

Australian billionaire, James Packer, suffered a nervous breakdown due to corruption as a result of three Australian “Crown Casino” employees being arrested in China for illegally promoting gambling which included 16 Chinese employees. Packer resigned from Crown Resorts board in 2018 and looking for medical support he checked himself into a psychiatric hospital in the USA. At this time he admitted he felt his life had spiralled out of control owing to the corruption but also his daily diet of vodka and pills exacerbated the problem!

Fortunately Packer has now turned his life around and he is extremely happy with his brand new resort – the Crown

Casino in Sydney - which he considers will boost Sydney’s booming economy providing thousands of jobs and attracting tourists from across the world.

This casino and hotel is currently under construction in Barangarooand will only operate with VIP membership. It comprises 75 floors, making it the city’s tallest building.

GAMSTOP - Integration with GAMSTOP will become a mandatory condition of all online gambling licenses in the UK from 31st March 2020 The UK Gambling Commission announced that all online operators licensed by the Commission must participate in the multioperator self-exclusion scheme.

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Teresa Tunstall Article

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his means that consumers will be able to self-exclude themselves from more than 200 online operators through a single request to GAMSTOP; this move has taken two years to secure.

More than 118,000 people have already used GAMSTOP excluding themselves from online gambling for either six months, a year or five years, and this announcement recognises the progress made. Unquestiionably it is a good step forward for those who can’t control their gambling and who could find themselves in serious debt. However, there will always be those who think they can ‘beat the system,’ desperate to continue gambling by various different means.

I once took a call from a woman who drove some 50 miles away from home so that she wouldn’t be recognised at the betting and bingo clubs locally: this enabled her to continue gambling. Eventually she called for help and I recalled hav-

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ing spoken to her before and told her so.Consequentlythis bought her back down to earth and she realised exactly what damage she was doing to herself. Now ‘Help’ in the UK is definitely out there with treatment clinics and therapists all over Britain.

The International Betting Integrity Association (IBIA) is an association seemingly made up from Operators within the gaming and betting industry. It is run by Operators for Operators to protect their members from corruption. IBIA global monitoring identified 621 cases of suspicious sports betting during the period 2017 to 2019, and interestingly they confirmed no cases of suspicious betting on sporting events in New Zealand occurred.No sport in any country - regardless of their regulatory gambling framework - is immune from potential corruption. IBIA supports robust sanctions for those found guilty of betting related corruption. However, it is only

through co-operation and partnership working nationally and internationally can said sanctions have the desired impact.

The Association would therefore welcome establishing a betting integrity co-operation with the New Zealand authorities to exchange information to protect betting markets and related sporting events. Citing other betting markets such as the UK, Denmark, Sweden and Spain, the New Zealand government outlined these four options in terms of gambling regulation. This is an opportunity for the New Zealand authorities to reconsider the value of being part of regulators as IBIA see this as the only viable means of channeling consumers away from offshore services on the basis that this incorporates all core gambling products. This is something that New Zealand should seriously consider looking at as it would be best for their players and provide safety for their customers.

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ICE Attacked By Politicians for scantily-clad models

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he ICE London Event, the annual trade show of the gambling industry held at London’s ExCel centre, was targeted by politicians for scantily-clad models and racial stereotyping, in spite of a promise by the event organiser to improve its image.

Bunny outfits popularised by the Playboy clubs and casinos of the 1960s were worn by women to show off a firm’s partnership with Playboy.

The Guardian had reported 2 years back that the industry was defying a call by Sarah Harrison, the then UK Gambling Commission chief executive, to do away with sexist imagery.

Harrison said the event was marked by “men representing their companies wearing expensive tailored suits whilst their female colleagues were expected to wear nothing more than swimsuits.”

Pole dancers and a Playboy-themed

show entertained the visitors at the 2018 event, and hostesses alleged they had been harassed and propositioned, the Guardian revealed days after her comments.

Clarion Gaming, the event’s organiser, vowed to prevent a repeat, with chief executive Kate Chambers pledging “cultural change”.

Though there are pole dances at the show this year, a lot of stands are still using scantily-clad women while business conversations happen between men in suits.

EGT Gaming, a Bulgarian company, also employed actors posing as Egyptian or Chinese stereotypes.

A lot of other companies also used models in a manner that did not go down well with the politicians.

Some of the models informed the Guardian they had been hired via acting or modelling agencies but

refused to disclose their names in fear of losing work.

Labour MP Carolyn Harris found the use of scantily-clad women was “archaic and beyond disrespectful”.

He added, “Whilst these are overseas companies, the fact they are promoting their business at a UK conference is not acceptable.”

“Gambling firms are currently free to advertise their products and market their companies in a largely free way. With that freedom, comes responsibility. Sexualised objectification, in any form, is totally unacceptable for any industry, particularly one that has been repeatedly warned about their marketing behaviour. Advertising and marketing by gambling firms are currently under scrutiny by policymakers and all options for finding solutions remain on the table.”, the Lord Bishop of St Albans said.

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Three things I taught in 2019… that will work for you in 2020 too

By Lee-Ann Johnstone

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e’re finally in a new decade and it’s crazy to think how much changed in the 2010s. Smartphones took over our lives, social media went through the roof and video went viral Among all that, affiliate marketing is still here and performing stronger than ever.

Of course, the beginning of a new year provides the opportunity to think about which digital trends might emerge over the next 12 months. But if our vision is only narrowed to looking at the future, we miss the importance of being present and understanding how the past will impact us going forward.

Just because the calendar has reset back to January doesn’t mean you need to ditch everything that worked for you in 2019. In fact, there were three big things I taught throughout last year that will still work for you in 2020 to drive new successful growth in your affiliate marketing.

Strategy and planning is still everything First of all, you need to realise that strategy and planning are still important. That’s never going to change, even if we are going to be able to live on Mars one day.

Goal-setting is one of the best ways to determine where you’d like to be in both the long and short-term. In

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Africa, we have a saying that goes: “How do you eat an elephant? One bite at a time”. Bringing this concept back to your affiliate marketing planning is key. You should plan in bite sized chunks in a series of 90-day cycles. Rather than getting overwhelmed by unrealistic goals, and frustrated when you haven’t built your affiliate empire in a week, this will keep you grounded and focused on slowly getting to where you really want to be. You must also know that just like everything else in life, the success of affiliate programs is never linear.

However, just writing down your goals isn’t enough. You need to measure results as well, because this will help you decide whether or not you’re taking the right steps to reach your objectives. Realising that you’ve come a long way will motivate you to achieve even greater things, too.

Before you can even get to these stages, though, knowing your core objectives is imperative. You need to give these serious consideration, which means getting away from your laptop screen and choosing a quiet thinking environment. Do you want to onboard a certain number of affiliates each week? Are you interested in analysing your data faster? Your goals should be oriented around what your overall objectives are, otherwise it’s all a waste of time.

It’s also necessary to know exactly the

type of affiliates you want to target.

This includes looking in different niches to see where gaps in your acquisition strategy can be plugged, plus everything else.

Nowadays, there’s so much information out there that there are no excuses to not know who your desired partners are. By identifying who you’d like to work with, you’ll be able to develop better incentives and also understand who your competition is in this space.

Your foundations must be strong The Colosseum wouldn’t be standing today if it didn’t have sturdy foundations. By not spending the time to do the groundwork in the beginning of your program launch, you actually end up spending more resources trying to fix these issues later on. It takes time, money and mental strength to migrate from one program platform to another.

Many affiliate managers shy away from working with agencies because of the price. This makes zero sense, because in the long-term they’re actually saving you a lot of money.

Think about it from a real-world perspective - would you rather spend £100 on a jacket that’ll last you for five years, or £30 on one which you’ll need to replace every 12 months?

Digital marketing works in the same way. Pay for peanuts and you WILL get monkeys.

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Getting expert help will not only be more cost-effective, but also ensure that your strategy is better-rounded.

We run the risk of getting too attached to projects that we spend a lot of time on, which is why it’s wise to have an unbiased figure help you out.

Invest the money - you’ll be grateful that you did.

In terms of negotiating, you’ll be better at this if you know exactly what you want. So, it all comes back to knowing what your goals and desired partners are. No two phone calls are the same, so it’s vital that you understand the other party’s needs and how you can meet them. But we’ll talk more about that in the next section…

In my Advanced Affiliate Management course, I teach the importance of understanding the value of traffic and how to negotiate efficiently.

Starting with the source of traffic, it’s important to know not just where users are coming from but HOW they will get to you. Understanding the lifetime value of each player is just as vital. You might find that it’s better to partner with an affiliate which attracts lower traffic volumes but higher-value players than a ‘churn-and-burn’ one.

Focus on building relationships - not just sales People want to work with people. And the way that you appeal to others is by building meaningful relationships with them. Sending the same email 100 times might make you feel like you’ve accomplished something, but in reality you’re not going to get many - if any - responses. If you don’t take five minutes to check what a prospective partner does on their website, then why would (and should) they

give you their time?

The best way to build lasting relationships is face-to-face, which is why I’ll be going to loads of conferences this year, starting with the IGB London Affiliate Conference in February.

Conferences might seem expensive at first, but if you plan accordingly then it’s a worthy investment. Identify what you want to achieve before heading to the venue and plan your meetings in advance. Some of your best business opportunities might come from dormant partners, so seek to catch up with old partners too. And once the show is over, keep the momentum going and follow up via email as soon as possible.

Although you shouldn’t blast out the same email to all corners of the globe, you can still utilise mass marketing

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Lee-Ann Johnstone Article

with success. Along with attending major industry events, have you thought about holding your own?

This provides another opportunity to network, plus giving affiliates a reason to keep you in mind over a competitor. You can use these sessions to understand what their problems are and decide on how you can fix them, plus discovering whether or not they know someone important that you could be introduced to.

That brings us on to the next point listening to understand, rather than reply. Think about things from the other person’s perspective. If you interrupt to just impose your solutions, why would they want to partner with you? You haven’t shown that you can address their issues - you’ve just thrown an aggressive sales pitch at them. Listen to what they have to say, ask follow-up questions and pay attention to their body language. They’ll

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appreciate that you’ve taken the time to understand their needs and a better relationship is likely to be formed.

Following on from the point of people buying people, building your personal brand is just as vital as growing that of your business. We’re so lucky to live in a world where everything is at our fingertips, especially through LinkedIn. This channel is ideal for engaging new connections, while you can also use Facebook and Instagram for a more real-time interaction with affiliates. Building a personal brand helps to stamp your authority as an expert, while also enabling you to build trust by being open and honest about what you offer.

Final thoughts…

digital space gets. We’re all humans at heart, meaning that we still respond to the same things that our predecessors did. We want to work with those we can relate to, which is why we hold an affection to certain brands in the real world.

Planning is important in all walks of life, even more so if you’re trying to build a successful affiliate program or affiliate business. Knowing what your desired partners’ problem areas are, how you can solve these and where to find said individuals will form a major part of getting things right - as will working with experts to get your strategy right first time around. Preparation, honesty and openness aren’t new concepts, but all of them will be just as vital in affiliate marketing this year as they were in 2010.

The fundamentals of affiliate marketing will continue to stand the test of time, no matter how advanced the

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First-year figures from Danish problem gambling helpline

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anish gambling regulator Spillemyndigheden had launched a campaign in January 2019 to promote its ‘StopSpillet’ gaming addiction programme and encourage people to seek help.

The regulator has now revealed that its problem gambling helpline received 722 calls during its first full year of operation, which is more than expected initially.

Around 57% of the people who called StopSpillet had acknowledged that they had a gambling problem or had apprehensions about their behaviour.

Relatives of people dealing with gambling problems were responsible for 39% of total calls, while the remaining 4% originated from professionals. 87% of the calls made to StopSpillet were made by men.

Linda Lomborg, StopSpillet’s head of division, said, “Compared to

other types of addiction, compulsive gambling is not immediately visible and may be hidden for a long time to the outside world. This emphasises the need for a helpline such as StopSpillet, offering confidential conversations about a problem that can be associated with a lot of guilt and shame.”

When players contact StopSpillet, they are also asked to take a mandatory test to rate the seriousness of their gambling problem. The scale ranges from 0 to 9 and a score between 4 and 9 points to a degree of problem gambling.

As per Spillemyndigheden, the 240 consumers that took the test scored an average of 6.3, which the regulator said indicated that the service has been supporting players that needed the most help.

With regards to the type of gambling that consumers were concerned about the most, of the 690 people

that passed on this information, 67% quoted online gambling as their primary problem. In contrast, betting kiosks, land-based gambling at casinos and gaming machines were the primary source of worry for 33% of these callers.

Players who called StopSpillet were also questioned about the age at which they first started gambling, and based on the responses of 326 consumers, it was revealed that almost 47% were under 18. A further 37% were found to be between the age of 18 and 25 when they gambled for the first time.

Spillemyndigheden had launched a new campaign In December last year to promote the StopSpillet programme and had also announced plans to expand the initiative with the addition of a new chat feature on the website, allowing site visitors to speak with an expert online advisor.

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NCF Collapses in the UK – Casino Trade Body Dissolved

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he UK National Casino Forum (NCF) a trade body setup to help and promote the needs of the UK Casino Industry has collapsed and no longer trading.

Setup in 2009 following in the footsteps of the previous trade body, the British Gaming Association, the NCF was organised to help represent the casino industry in the UK but many UK operators saw no purpose for the NCF very much the same as the former British Gaming Association, which became known as the British Casino Association (BCA).

With the national press putting strong pressure on the gambling industry the NCF failed to do anything to help rebuff this towards public opinion. Indeed one operator who did not want to be named told

the iGaming Post, “in the 10 years the NCF were operating there was not one thing they successfully represented the casino industry at either local or national level within government.”

Over the years casino operators in the UK have made giant strides in social responsibility working alongside the Gambling Commission but none of this was represented properly by the NCF. For many of the same reasons the former trade body the BCA had no real presence as a lobbying organisation and over the years became an irrelevance to the industry and so folded in 2008.

Damestani, it has also left the European trade body for casinos, the European Casino Association.

In a press release today the ECA announced: “Tracy Damestani resigns from the Board of Directors of the European Casino Association following National Casino Forum dissolution.”

With the end of the NCF many believe the UK Casino Operators will see no difference to their business, however the possibility of another trade organisation now ever happening with any relevance in the UK again are remote at best.

The question is in Europe will the European Casino Association be next in collapsing?

With the collapse of the NCF and its only known representative Tracy

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New French loot box gambling lawsuits against FIFA

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here seems to be no end in sight for the battle over the ethics of making use of loot boxes part of video games. The fight continues as 2 new lawsuits have been filed in France against EA – Electronic Arts Inc. is an American video game company headquartered in Redwood City, California. Both the separate cases target the publisher’s FIFA franchise claiming that the microtransactional scheme implemented in its Ultimate Team mode (FUT) is a kind of unregulated gambling.

The lawsuits allege that for the users to have any chance of winning in FUT, they must purchase bundles that are generated randomly. Additionally, one of the lawyers argues that the scheme is rigged in such a manner that it unfairly urges the players to pour in more money to increase their chances of getting a star player.

Attorney Victor Zagury told French sports-news outlet L’Équipe, “The

developers of this game mode have created an illusionary and particularly addictive system. The more you pay, the more you have the possibility of getting big players.”

Zagury claims his client spent more than 600 euros within 5 months and did not receive any “big player.” He also says, “We believe that a gambling game has been integrated into this video game because buying packs is nothing more than a bet.

Today, an 11 or 12-year-old teenager can, without any restriction, play FUT, and commit money because there is no parental control system in this mode.”

Zagury’s client says that the best player he got from his €600 investment was someone nobody had heard of. He claims that he knows many people who have spent thousands of euros on FIFA Ultimate Team player packs, which is not unheard of in the game. He also admits that he

is dealing with addiction to loot box gambling.

Loot boxes being part of video games has always been a hot button issue with both governments and gamers. Many countries have declared the controversial system to be a form of illegal gambling. Yet companies such as EA consider it not only legal but “ethical” too. The ESRB (Entertainment Software Rating Board) has also taken the same stand as developers, saying that it cannot consider loot boxes gambling as the players do receive something of value for the money they spend – even if they “do not want” it.

It would appear that the only way that video game makers would abandon the loot box system is if the players collectively stop buying loot boxes, but that is not likely to happen when they are addicted.

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Nevada sportsbooks pocket $18.7M For Super Bowl

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s per the numbers released

by Nevada gaming control officials, the state sportsbooks won $18.7 million off $154.6 million in bets on Super Bowl LIV, proving that Las Vegas continues to be the epicentre of American sports wagering. The win and the betting amount were both near record highs for the state’s bookmakers.

The $18.7 million win is behind only the $19.6 million the state sportsbooks won on Super Bowl XLVIII between the Denver Broncos and Seattle Seahawks, and the $154.6 million bet is just behind the record $158.5 million that was wagered on Super Bowl LII between the New England Patriots and Philadelphia Eagles.

This Super Bowl was the second since a 2018 Supreme Court decision that opened a path for states other than Nevada to offer legalized sports betting. Since the court ruling, legal sportsbooks have started operations in 14 states, with several more ready to get into the bookmaking business in the current year. The expansion

has not slowed down the betting action in Nevada though – a record betting of $5.3 billion was recorded

by Nevada sportsbooks in 2019.

In an email to ESPN, Michael Lawton, senior research analyst for Nevada Gaming Control, said, “The overall picture in Nevada [since the Supreme Court decision] remains positive.

Nevada has set annual records in 10 consecutive years for sports pool volume and won $329.1 million in 2019, which is an all-time record and up 9.5% over last year. In fact, since 2010, sports betting volumes in Nevada have increased 92.6% or $2.555 billion.”

Bettors saw success on the Super Bowl in some of the new states offering sports betting as well. New Jersey sportsbooks registered a $4.2 million net loss on the $54.2 million bet on the Super Bowl. However, some of that deficit can be attributed to promotions offered by the Garden State bookmakers. Pennsylvania sportsbooks reported a $3.3 million loss on the $30.6 million bet on the Super Bowl.

President and chief operating officer of FanDuel, Kip Levin, pointed to inplay betting as a significant factor in the book’s Super Bowl losses in New Jersey.

Levin told ESPN, “With their knack of playoff comebacks, there was a lot of interest in the Chiefs when their odds peaked in the fourth quarter.”

However, he underlined that in spite of the loss, FanDuel was still happy with the betting interest on the Super Bowl. He said, “I think we have a lot of years to go before revenue, instead of customer acquisition, is the primary metric for success on days like Super Bowl Sunday.”

Rhode Island sportsbooks performed better, winning $804,000 off $5.5 million wagered on the Super Bowl, as per the state lottery officials. The Oregon state lottery did not report a net result but said the Super Bowl between the Chiefs and 49ers recorded more than 90,000 bets totalling more than $2 million.

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Sports Gambling in Washington gains momentum

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ashington seems to be closer to some form of legalised sports betting as recent days have seen 2 legislative votes proposing companion bills, a step towards full approval.

Pro-gambling advocates believe there is enough momentum to achieve something by early 2021, if not this year. SB-6394, a bill legalising sports betting at the state’s Native American tribal sites was their latest gain – it was voted out of a Senate Labour & Commerce committee and onward to a potential full floor vote by next month.

occurred for sports gambling bills in both state legislatures.

Rep. Strom Peterson, HB-1975 sponsor, said in a Thursday interview that he is confident his bill will move towards the full House vote and both companion initiatives can be fast-tracked this spring to Governor Jay Inslee.

“I’d say the momentum is really big right now because we control the outcome. Working with our tribal partners, we have real control over the final product,” Peterson said

Sen. Rebecca Saldana, the lead sponsor of the bill, said after Thursday’s committee ballot, “I feel like there is a strong pathway for us to get it to the governor this year.

That’s what I’m working on.’’

Saldana’s proposal now anticipates a floor vote — though technically, it could still get pulled back for financial review. She said she is letting the House bill go first and no Senate vote will happen before HB-1975 gets approved.

Next Tuesday is the deadline for HB175, a House companion bill, to be moved forward by an appropriations committee for a potential floor vote.

That bill was similarly voted out of its committee of origin late last week — this is the first time this has

Saldana said., “Our intent was to have true companion bills all the way through. I think that ours is a mirror of theirs. And if it is a mirror and we don’t do any more mucking around of their version, then it can go straight to the governor.’’

She foresees “huge’’ momentum for the January 2021 session even if the bills do not pass this time. She added, there will be more legislative awareness by then, and increased data about sports betting in other states to “help us gain more support for why we need to do something like this in Washington.’’

Sports betting is still illegal in Washington. However, the issue had gained traction since May 2018, when the US Supreme Court struck down a 1992 federal law prohibiting sports gaming in most states. Since then, 14 states have legalised sports betting, 7 have passed legislation on it, and 23 are considering various bills.

Tribal-only sports gambling alternative is favoured by lawmakers in both legislatures here, given those venues have long been where much of the state’s legalised gambling of any kind has been permitted. They feel that limiting any sports betting to Washington’s tribal venues will allow the state to better control and reduce the risk of problem gambling.

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New York court rules Daily fantasy sports contests illegal

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aily fantasy sports contests such as those run by FanDuel and DraftKings are now faced with an uncertain future in New York – this, after an appellate court ruled on Thursday that a 2016 law legalising these games violated a constitutional ban on gambling.

The court endorsed a 2018 lower court’s ruling that the Legislature unlawfully authorised the activity by categorising it as a game of skill, not chance.

The ruling is now expected to head to the state’s top court, the Court of Appeals. It is not yet clear if the players will be able to continue to participate in the contests pending the next appeal. The contests have been ongoing since the last ruling.

Companies like DraftKings and FanDuel were allowed to operate and be regulated in New York

in 2016 when Governor Andrew Cuomo signed a bill for this into law.

The 2 fantasy sports companies had consented to suspend their operations in New York earlier that year in a settlement with then-Attorney General Eric Schneiderman, who said their businesses amounted to illegal gambling.

The constitutionality of the law was challenged by a lawsuit brought forward by the group Stop Predatory Gambling, acting on behalf of 4 plaintiffs who had suffered personal or family harm from gambling debts.

Les Bernal, national director of Stop Predatory Gambling, said on Thursday, “The reason New York state has a constitutional prohibition on commercialised gambling promoted by the state is because it’s a form of consumer financial fraud. This isn’t about people having a Super Bowl office pool. This is about state

government cheating and exploiting people, contributing to the huge debt culture in the state.”

Letitia James, a spokesman for Attorney General, said, “We believe the legislative action authorising fantasy sports in New York was constitutional and in the best interests of taxpayers and fantasy sports fans.”

Rob Rosborough of nysppeals.com, an expert on state courts, believes the games can continue while the state appeals the latest court ruling.

“Much to unpack here, but most immediately, the State will undoubtedly appeal as of right to the NY Court of Appeals based on the substantial constitutional question and will get an automatic stay of the order. So #DFS can continue in NY, for now.

The future is much less certain,” Rosborough tweeted.

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GVC chief reports excessive gambling advertisements

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VC chief executive, Kenny Alexander told a House of Lords select committee on Tuesday that the public was dealing with excessive gambling advertisements and a lot of noise.

Alexander, a senior figure from the gambling sector, provided evidence to the Social and Economic Impact of the Gambling Industry Committee.

The 2-hour session was filled with the recurring theme of the relationship between gambling advertising and the industry – the plans to halt the controversial “When the fun stops, stop” campaign were also revealed.

Lord Butler of Brockwell asked the executives what changes they wanted the committee to make. Alexander responded, “Is the industry too much in the face of the consumer at the moment? Is there too much TV advertising? Is there too much sponsorship, so if you watch sporting events it is too much in the face of consumers?

I think that is undoubtedly the case and that’s something I feel should be looked at.”

Not everyone agreed about the negative impacts of advertising. Conor Grant, COO of Sky Betting & Gaming said 70% of their advertising conveyed a safer gambling message. “We really have to think about how we can turn this into a positive. We all agree we have to look at the tonality, how we advertise and the frequency, but I do think there are positive benefits here”, he said.

John Coates, Bet365 CEO, said he realised concerns about football and gambling advertising but contended that in his club’s case the money helped finance free coach travel to away games and frozen season ticket prices.

Coates responded to implications of the link being broken, “I know what the finances of Stoke are like, and frankly Stoke City survives because of the money we put into it, so there is a real issue there. But it’s about balancing everything and coming up with the right outcome.”

The Bishop of St Albans raised the topic of the ‘When the fun stops, stop’

safer betting message and inquired whether it was, in fact, an advertisement for gambling.

Brigid Simmonds, Betting and Gaming Council chairman responded, “We are stopping using that. We recognise the criticism that was levelled at us. We won’t be using it in future.”

The whistle-to-whistle advertising ban was also discussed, with Ulrik Bengtsson, William Hill chief executive, saying it had reduced young people’s exposure by more than 90%.

“We do recognise we haven’t done all we could have done, but I think the industry as a whole has made a huge amount of progress in the last few years”, he said.

Dan Taylor, Paddy Power Betfair chief executive, said now was the appropriate time to review the 2005 Gambling Act in the light of new changes.

“What we crave as large licensed operators in the UK is clarity and a levelplaying field in which we can operate in this market”, he added.

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Mississippi lawmaker pushes for mobile betting

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ississippi Representative Cedric Burnett has resuscitated a bill for legalising mobile wagering in the state – previously, a similar proposal was introduced in 2019 but it died without progressing to a committee hearing.

The aim of Burnett’s House Bill 172 is to amend the definition of sports pool adopted by the state Gaming Control Act – the proposal seeks to define platform as an entity or person who operates a race book or a sports pool on the internet.

The state Gaming Control Act presently states that bets may only be placed by persons who are on a licensed vessel or cruise ship – the new proposal seeks to change the definition to allow wagering on approved platforms.

Provided these platforms gain distributor license by the Mississippi

Gaming commission, they could be operated on behalf of a physical sports betting licence holder. The present seller license fee of $500 would also apply to the distributors, in addition to a $500 levied for certification renewal.

Also, the sports pool definition would be adjusted to include teasers, over-unders, parlays, pools, in-play wagering, single-game bets, moneyliners, proposition, straight bets and exchange betting – it would also be explicitly stated that the term does not include fantasy sports.

Another aim of HB172 is to remove prohibition on fantasy sports for collegiate sports. If the bill passes into law, it would be effective from July1, 2020, which means that mobile wagering could go live in the state before year end.

in the 2019 Mississippi legislative session, with S2667 as the companion bill – both these bills died before they could be taken up for a committee hearing.

The latest manifestation of the bill, which includes the same language as the original 2019 avatar, has been assigned to the House Gaming Committee. The Committee is also scheduled to run the rule for two other bills submitted by Burnett – one seeks to change the locations where casinos can be established in Tunica County and another one proposes that liquor stores should be allowed to sell lottery products.

The Mississippi Gaming Commission had previously reported a 43.7% year-on-year decline in collection of sports betting revenue for December, in a statement they issued earlier this month.

Burnett had previously filed HB1481

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The rise in popularity of women in sport

By Lynn Pearce de Freitas

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s a woman in the gaming industry and in particular as a sportsbook marketer over a number of years, I have watched with interest and appreciation the rise in the number of women competing and excelling in all different types of sports, from tennis to MMA, car racing to cross-country running, track and field to basketball – the list is endless.

I do think we owe a lot to the brave women who came before us and pushed the envelope – defying the traditions of their time. I started searching google for the top women in sports, but then realized that there were so many great women past and present, that I decided I would list my own top 10 inspirational athletes, otherwise I may just offend someone, somewhere, as we all have our own opinions on whom we consider

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the best – especially in the sports arena.

Therefore, in no particular order – here is my Top 10 list of incredibly inspirational women athletes.

Billie Jean King – won 12 Grand Slam singles titles and was the oldest woman to win a singles tournament at the age of 39, but I believe her contribution to all sports women everywhere was when she beat Bobby Riggs in straight sets in 1973 – she won the “Battle of the Sexes” she knew what she was fighting for, something far more meaningful than the title.

Jackie Joyner-Kersee – the magnificent track and field 4-time Olympian and 6-time Olympic athlete who twice won gold in the Heptathlon and was voted by Sports Illustrated

as the greatest female athlete of the 20th century, followed closely by multi-sport athlete Babe Didrikson Zaharias.

Babe Didrikson Zaharias – what an amazing sports athlete! She was the only woman to make the cut in a regular PGA Tour event – I believe this record still stands. At the Summer Olympics in Los Angeles in 1932, she won gold in both the 80-metre hurdles and javelin throw – plus she took silver in the high jump. She also achieved All-American status in basketball.

And yet, if you have never heard of some of these incredible athletes, don’t feel alone – I only discovered this info after doing my research for this article.

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Danica Patrick – now retired, won the 2008 Indy Japan 300 - the only win by a woman in an IndyCar Series race. She took 3rd place the following year in the Indianapolis 500, the only woman to ever make the top three, proving that women can be serious contenders in this male-dominated sport. She is the most successful woman in the history of American open-wheel racing.

Nadia Comaneci – when this tiny Romanian took to the floor at the 1976 Olympic games, she not only scored the first “perfect 10” score ever awarded – she took everyone’s hearts as well, performing the most difficult tricks flawlessly. She went on to earn six more perfect 10’s!

Brandi Chastain – two-time FIFA Women’s World Cup champion, two-time Olympic gold medalist, celebrated after scoring on a penalty kick to secure the 1999 World Cup title for the US women’s soccer team - by taking off her shirt and revealing

her black Nike bra! This made her an icon and gave women athletes everywhere permission to be proud of their strong, athletic bodies!

is outspoken about spouse abuse and her book “My fight/Your Fight” has helped many young girls with their body image issues.

Venus and Serena Williams – these phenomenal sisters have won 22 tennis titles when playing doubles together, including 14 Grand Slam titles and 3 Olympic gold medals! Venus has won 49 singles titles and Serena has won 72 over the course of their careers, even battling each other – yet the most amazing thing about these sisters is the fact that they remain personally close and clearly love each other dearly.

Lindsey Vonn – former American World Cup alpine ski racer for the US Ski team, won 4 World Cup overall championships – one of only two female skiers to do so. She won 3 consecutive titles in 2008, 2009 and 2010 – and then again in 2012. Lindsey has risen a book called “Rise” detailing her challenges and injuries throughout her career, because she wants to inspire people to believe in themselves and rise above their adversities.

Ronda Rousey – this rowdy female has emerged as one of the biggest stars in MMA. She became the first female fighter to sign with the UFC. Three months later she became the first female fighter to headline a UFC event, becoming the pound-for-pound female fighter in the world.

It was very difficult to pick my top 10 list, as I could so easily have continued to the top 100, however, I chose these women because they have all, in their own way, broken the gender inequalities and inspired women to better themselves, to be confident and achieve success.

The best part about Ronda is that she

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