Connect with us
SOFTSWISS

Affiliate Industry

Gambling Affiliates’ Guide to GDPR

Published

on

Gambling Affiliates’ Guide to GDPR
Reading Time: 6 minutes

As of the 25th May 2018, the GDPR comes into effect, and its influence will be felt across virtually every industry imaginable where data is being collected and used on individuals located in the EU. Its overall aim is to ensure better protection of consumers’ information, both online and offline, by enforcing regulations on how data is collected, processed and secured.

What is GDPR?

GDPR stands for General Data Protection Regulation. It’s the result of over 6 years of preparation and consultation over data privacy concerns for EU consumers. The way in which data is collected and used today is profoundly different to how it was a decade ago. According to a report published in 2016 by IBM, “90 percent of the world’s data had been created in the last 12 months” and “many data analysts are suggesting the digital

universe will be 40 times bigger by 2020”.

 

Prior to GDPR, the ‘Data Protection Directive 95/46/EC’ attempted to harmonise the practices of EU member states in terms of their approach to data privacy. Directive 95/46/EC built on the ‘Guidelines on the Protection of Privacy and Transborder Flows of Personal Data’ first published in 1980, which was acknowledged by both the European Union and the United States, as a way to protect personal data and individuals’ privacy.

 

These guidelines still form the basis for the GDPR, but as they and Directive 95/46/EC were merely guidelines and directives, a more stringent and consistent approach was required to “protect the fundamental rights of individuals throughout future waves of innovation”.

 

The GDPR not only unifies the approach to data privacy across the EU, it also regulates it, meaning it is enforceable by law, and in turn carries penalties of up to 4% of annual turnover, or €20 million, whichever is the greater.

 

Pinch yourself all you like, this is happening affiliates, and failure to act now is nothing short of corporate suicide..!

Consent

The main way in which the GDPR aims to protect data subjects (individuals), is through consent. Data subjects must be made aware of the data being collected on them, why it is being collected, what will be done with it, and how long it will be retained for.

Personal Data

The most important thing for affiliates to realise is what Personal Data includes. It doesn’t stop at names, email addresses and phone numbers; it extends to social media posts, IP addresses, and even information stored in tracking cookies.

The GDPR defines it as..

any information relating to an identified or identifiable natural person

 

And importantly..

an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person”.

 

The use of the words ‘directly or indirectly’ is important here. Just because a person’s name and address isn’t stored in a cookie, it doesn’t mean that the information in that cookie can’t be used to identify them. Cookies used by ad networks are able to track an individual from one site to the next, extremely well. In fact, they can potentially track a user across millions of websites.

 

Not only must you pay attention to any data you are collecting directly from individuals, such as name, phone number, email address; you must also think about what tracking codes and analytics software you have installed on your websites, which are used to build a ‘profile’ of someone, usually for advertising purposes.

 

Standard analytics code doesn’t track users across websites, so providing you don’t have any advertising features enabled in your Google Analytics (or other) code, then you won’t necessarily need to obtain consent before setting those cookies. Anything more will require clear and concise consent from your visitors though, ensuring the request for consent includes what, why, and how that data is being collected and used.

Informed Choice

The ‘Cookie Law’ introduced in 2011 (yes, it’s been 7 years!) targeted the usage of non-essential cookies i.e. those not entirely necessary for the basic functionality of a website. However, it didn’t offer users much control or choice.

 

The GDPR aims to change this in that users should be given a choice as to whether or not they agree to non-essential cookies being stored on their computer/browser. Now, accepting that cookies used by standard analytics software aren’t essential, and that they don’t contain ‘personal data’, then where does that leave us? Well, the answer lies in transparency. So long as you are clear in your ‘request for consent’ that the cookies used in your analytics software don’t collect identifiable data, nor are they shared across websites, then you should be fine. Otherwise, if they do (i.e. you have advertising features enabled), you must obtain consent from each and every visitor before setting those cookies.

Newsletter Subscriptions & Accounts

Similarly, if you have a newsletter subscription or account creation feature on your website, then you must obtain consent from users before you can collect their data. Common practice has usually been to present a “Send me occasional news by email” or “I agree to the website T&Cs” checkbox to users. This practice is now imperative, and furthermore, the declaration should be a request for consent, and should point to your Privacy Policy (it can’t be hidden in your T&Cs) which contains the full ‘request for consent’ in a clear and intelligible form, remembering to detail the what, why’s and how’s.

 

And whatever you do, don’t pre-tick the checkbox, or have any kind of “opt-out” option. Consent must be definitive, and unambiguous, and a timestamp of when that consent was obtained, and what the user was consenting to, must be recorded for audit purposes.

 

If your current privacy policy doesn’t satisfy the conditions of the GDPR, then you will need to obtain additional consent from your existing users or subscriber base.

 

In addition, “it must be as easy to withdraw consent as it is to give it”. Users must be offered an option to unsubscribe in all communications, or delete their account on your platform.

 

Think about what data you’re collecting, and whether you really need to. Obtaining consent to collect that data may present more risks than what it’s worth. Additionally, if you later decide to start collecting more data than is detailed in your original privacy policy (or the terms of your privacy policy change), then you will need to obtain additional consent to the updated privacy policy.

Affiliate Tracking Codes

Affiliate tracking cookies are fundamental to online gambling affiliates. Most affiliates are unlikely to want to offer users the ability to disable their tracking codes, and strictly speaking, as the cookies do not (shouldn’t) contain identifiable data that is shared between websites, then it might not be necessary.

 

However, affiliates should still be crystal clear about what cookies may be set as a result of clicking links on their site, why they’re being set, and how they’re being used.  It would also be prudent to offer advice about how users can block these kinds of cookies, for those who choose not to have them set.

Data Subject Rights

The GDPR also empowers individuals with control over their data, as well as outlines a number of responsibilities organisations must adhere to in order to fulfil individuals’ rights to access and control the data held on them.

 

Affiliates must be aware of their responsibilities, and put plans in place to be able to handle those responsibilities:-

Right to Access

Data subjects have the right to know what data is held on them, and how it is being used. They also have the right to request access to that data, which must be delivered to them with 1 month of the the request, in a standard electronic format, free of charge, such that they can transmit that data to another data controller (organisation) should they wish to (Data Portability).

Right To Be Forgotten

Data subjects will also have the right to be forgotten and have any data held on them deleted. Such data will include their personal information, as well as any data which could lead to them being identified, directly or indirectly. If you have implemented any tracking solutions which create a link between the data you hold, and data stored in third party software, then that link will also need to be deleted, and potentially the data stored in the third party software.

Privacy by Design & Security

The GDPR will enforce strict penalties on organisations that have failed to invest appropriate resources into securing their systems, and preventing access of data to unauthorised persons, both online and offline…

 

“The controller shall..implement appropriate technical and organisational measures..in an effective way..in order to meet the requirements of this Regulation and protect the rights of data subjects”.

 

Affiliates should ensure that any data they collect and process has been secured from the outset. If freelancers, designers or content writers have access to data unnecessarily, then it should be restricted. Similarly, any physical data should be locked safely away to prevent unauthorised access, and any new systems or website features should be designed with data privacy in mind.

 

Thought should also be given to data that can be encrypted – it may no longer be acceptable to only encrypt passwords.

Breach Notification

Organisations will be required to notify their appropriate Data Protection Authority within 72 hours of a data breach, where that breach is likely to “result in a risk for the rights and freedoms of individuals”. The gambling industry carries many negative connotations – most individuals probably wouldn’t want their identity associated with a gambling-related website, and so any data breach in this industry is likely to fall into the above category.

Data Protection Officers

Organisations who deal with large scale data processing or ‘special’ categories of data will be required to appoint a Data Protection Officer. Whilst this might not apply to most affiliates, they must understand their responsibilities as data controllers (and/or processors) to ensure the safety and security of data they hold, and ensure it isn’t shared or otherwise fall into the wrong hands. They should keep appropriate internal records, and ensure that their records are auditable.

 

This article contains general information for affiliates to make their own informed decisions about the upcoming GDPR. You must not rely on the information in this article as an alternative to professional legal advice.  The article has been contributed by Pavlos Sideris of Cashbacker – the leading gambling cashback community.

Advertisement


Prague Gaming & TECH Summit 2024

Affiliate Industry

Blaze Gaming turns up the heat by joining First Look Games

Published

on

Blaze Gaming turns up the heat by joining First Look Games
Reading Time: 2 minutes

 

Rising star studio gets serious about game promotion by partnering with award-winning marketing platform that directly connects providers and affiliates

First Look Games, the ultimate marketing platform for game studios, has partnered with Blaze Gaming as the up-and-coming provider looks to drive awareness of its titles among affiliates and players.

As a partner of First Look Games, Blaze Gaming gains access to a fully branded library where it can upload information and assets for each of its games. This can then be downloaded by a network of approved affiliates and used to create reviews and previews.

The First Look Games library is powerful and sophisticated, with providers such as Blaze Gaming able to upload game sheets, logos, images and videos for each title in their portfolio.

The provider can even offer demo links for each of its games, with player verification that is carried out seamlessly by 1account. This means that affiliates in highly regulated markets such as the UK can still offer demo games to their audiences.

Blaze Gaming has complete control over the assets it shares via its library, and when those assets are made available to affiliates. It can even offer a “first look” to certain affiliates up to two weeks before a new game launches.

This allows affiliates to build anticipation of the game ahead of its launch – when it goes live, players can then fire up the reels without delay.

Elliott Resnick of First Look Games, said: “It’s great to see Blaze Gaming engaging with affiliates by using our award-winning platform. First Look Games provides cost-effective game marketing that is proven to work, and Blaze can now take advantage of its unrivalled power and reach.”

Keith Goddard, CEO at Blaze Gaming, added: “We are excited to leverage First Look Games and its suite of features and tools to directly connect with affiliates and make them aware of the awesome games in our portfolio so that more players can discover Blaze Gaming and our innovative, entertaining slots for the first time.”

Continue Reading

Affiliate Industry

Catena Media Updates its Financial Targets

Published

on

Reading Time: 2 minutes

 

Catena Media has updated its long-term financial targets for 2024-26 to reflect a change in revenue streams as the group transitions towards a more sustainable revenue model following the completion of the strategic review in November last year.

The group expects a resumption of organic growth in the second half of 2024 and full-year adjusted EBITDA in the range of EUR 20-30 million as the first operational impacts begin to show from an extensive programme of technology- and data-based investments.

The new targets are:

  • Double-digit organic growth in both revenue and adjusted EBITDA for 2025 and 2026 at group level.
  • Net interest-bearing debt to adjusted EBITDA ratio of 0-1.75.

The shift towards a more sustainable revenue model involves recruiting more players via revenue-share agreements with operators compared to cost-per-acquisition (CPA) contracts and implementing a programme of investments in tech and data innovation that is being rolled out in Q1 and Q2 2024.

These investments, planned as a result of the strategic review, will reinvent the group’s core technological focus by strengthening the organisation with new product offerings that prioritise technology, innovation and immersive user experiences. The primary initiatives include investments in artificial intelligence (AI), paid media, sub affiliation and further strategic media partners to broaden audiences and deliver greater value to partners.

Investments into AI include the establishment of a joint venture with a specialist AI partner to develop a generative AI application dedicated exclusively to content production for online betting and casino gaming affiliation. This initiative launched its first minimum viable product (MVP) in February 2024.

AI innovations and other tech-facing enhancements will enable Catena Media to scale the business, develop new revenue streams and generate synergies while also delivering a more personalised user experience as the group positions to become the data- and technology-driven leader of online affiliate marketing in its target sports betting and casino gaming markets.

Continue Reading

Affiliate Industry

Affiliate GGR Doubles in 2023: Affilka by SOFTSWISS Recap

Published

on

Affiliate GGR Doubles in 2023: Affilka by SOFTSWISS Recap
Reading Time: 2 minutes

 

Affilka by SOFTSWISS, a leading affiliate management software provider, registers a two-fold increase in affiliate Gross Gaming Revenue (GGR) in 2023. 

In 2023, Affilka by SOFTSWISS significantly bolstered its reach, welcoming 120 new brands into its partner network, now exceeding 320 brands. Moreover, almost 100,000 new affiliate accounts were registered during the same timeframe, marking a 176% increase over the previous year. The number of new affiliate accounts registered in 2023 represents 43.5% of the total registrations since the platform’s establishment in 2018.

 

The rise in new affiliate accounts has led to a notable acceleration in new player registrations, exceeding 24 million over the past year. Compared to 2022, this metric has increased around 2.4 times, highlighting the impact of effective affiliate management on success within the iGaming landscape.

 

In 2023, the number of unique clicks on referral links with Affilka by SOFTSWISS increased notably, jumping 4.4 times compared to 2022. This growth can be credited to the expansion of the affiliate partner network and the improved brands’ capabilities using Affilka by SOFTSWISS.

In the financial review of Affilka by SOFTSWISS, notable growth is evident over the past year. Notably, the player deposit amount surged 2.4 times, the affiliate GGR nearly doubled, and affiliate payments increased by 70%.

Anastasia Borovaya, Head of Affilka by SOFTSWISS, remarks: “Our recent performance boost can be attributed to our robust referral infrastructure, ensuring smooth traffic flow that converts into higher player deposit amounts. We’re seeing an uptick in partner payments because we refined the commission constructor, allowing for more flexibility and customised management of partner rewards.

We invest consistently in innovation and improving user experience in affiliate marketing, recognising its crucial role in iGaming. Our mission is to provide clients with a comprehensive affiliate marketing software solution vital for their operations. We prioritise exceptional service to attract new clients and ensure their continued loyalty.”

In the last quarter of the previous year, the world’s leading agency, Kantar, conducted a customer satisfaction survey for Affilka by SOFTSWISS. The average score obtained was 8.1 out of 10, with 91% of respondents expressing satisfaction with the product. Additionally, the satisfaction score for account managers was also high at 9.1 out of 10, with 97% of clients expressing contentment with the quality of work provided by Affilka’s account managers.

 

 

About SOFTSWISS

SOFTSWISS is an international tech company supplying software solutions for managing iGaming projects. The expert team, which counts over 2,000 employees, is based in Malta, Poland, and Georgia. SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Online Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform and the Jackpot Aggregator. In 2013, SOFTSWISS was the first in the world to introduce a Bitcoin-optimised online casino solution.

 

Continue Reading
Advertisement
Alpha Affiliates
Advertisement

EveryMatrix

Advertisement

Launch your iGaming business swiftly and effortlessly with our comprehensive turnkey solutions

Advertisement

GambleDex

Trending

Get it on Google Play

EuropeanGaming.eu is a premier online platform that serves as a leading information hub for the gaming and gambling industry. This industry-centric media outlet reaches over 200,000 readers monthly, providing them with compelling content, the latest news, and deep-dive insights.

Offering comprehensive coverage on all aspects of the gaming sector, EuropeanGaming.eu includes online and land-based gaming, betting, esports, regulatory and compliance updates, and technological advancements. Regular features encompass daily news articles, press releases, exclusive interviews, and insightful event reports.

The platform also hosts industry-relevant virtual meetups and conferences, and provides detailed reports, making it a one-stop resource for anyone seeking information about operators, suppliers, regulators, and professional services in the European gaming market. The portal's primary goal is to keep its extensive reader base updated on the latest happenings, trends, and developments within the gaming and gambling sector, with an emphasis on the European market while also covering pertinent global news. It's an indispensable resource for gaming professionals, operators, and enthusiasts alike.

Contact us: [email protected]

Editorial / PR Submissions: [email protected]

Copyright © 2015 - 2024 - European Gaming is part of HIPTHER. Registered in Romania under Proshirt SRL, Company number: 2134306, EU VAT ID: RO21343605. Office address: Blvd. 1 Decembrie 1918 nr.5, Targu Mures, Romania

We are constantly showing banners about important news regarding events and product launches. Please turn AdBlock off in order to see these areas.