MARKETING
THERE HAS BEEN MORE CONSOLIDATION IN THE MARKET BECAUSE PEOPLE THAT DEAL WITH THIS TYPE OF REGULATION CAN USUALLY AFFORD TO HANDLE ALL OF THE REQUIREMENTS
- especially in terms of marketing practices. For our clients, we handle a lot of the heavy lifting in terms of enforcing regulatory requirements and customising profiles based on each individual jurisdiction. SBC: In your 12 years of operation, what would you say have been the biggest changes from an iGaming affiliate perspective? Is it more of a focus on compliance? AD: I definitely think that compliance is a significant component. It’s been a big deal in the last few years, especially because operators have started to suffer liability aspects from the actions of affiliates - this has basically shifted the paradigm. To sum it up, I think that there has been more consolidation in the market because people that deal with this type of regulation can usually afford to handle all of the requirements. Usually, these companies - and their affiliates are also much more structured. For the more reputable organisations, it’s become essential to have some kind of management layer which audits their affiliate channel. We’ve seen companies, such as Sky Bet, make some sudden moves - such as shutting down their affiliate programmes.
So from our perspective, this all plays well to our strengths because we’ve been mitigating the effects of regulatory requirements from dozens of jurisdictions for years. We are confident in the sense that we can deliver on that for the iGaming markets. So I’d have to say that these are definitely some of the biggest changes that have taken place. Secondly, from a consolidated
which will affect online marketing channels, especially affiliates, in terms of pixel tracking. HTML pixel tracking was not very reliable to start off with. But within a few months, it’ll be dismantled and disabled by the browser. In order to support active and inaccurate campaigns, operators are going to have to implement robust postback layers so that they can report back to
WE HANDLE A LOT OF THE HEAVY LIFTING IN TERMS OF ENFORCING REGULATORY REQUIREMENTS AND CUSTOMISING PROFILES BASED ON EACH INDIVIDUAL JURISDICTION perspective, we’re seeing a lot of bigger affiliates, and much more sophisticated affiliates which require more transparency. They want to know more about the company, and to know that they’re essentially partnering up with the business. They also require more visibility into the activity of the players. Now, we’re basically rewriting the new standards for affiliation in terms of transparency. Thirdly, there have been changes from the deprecation of third party cookies. In the coming year, there’s going to be a number of changes
all of their associated partners. This is the layer that we've been perfecting now for over 10 years. It covers all the esoteric use cases, and all of the necessary functions which allow operators to use the layer without actually requiring technical supervision. SBC: Given these changes to the landscape, are we moving towards a situation where operators just want to work with bigger affiliates? Or is that not the case? AD: I think the changes in landscape
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