Affiliate Industry

Winlandia: responsible marketing isn’t a ‘nice to have’, it’s a necessity

Published

3 months ago

July 8, 2024

Winlandia: responsible marketing isn’t a ‘nice to have’, it’s a necessity

Reading Time: 3 minutes

Christoffer Grönlund, Co-Founder and Head of Affiliates at Winlandia, takes a deep dive into all things safer gambling as he outlines why player protection is necessary to create a more sustainable industry.

Responsible gaming has, quite rightly, been a major talking point within the betting and casino industry over the last few months.

Regulators in markets across the world have turned their attention towards player protection. Quite often, this has involved the introduction of mandatory deposit limits, enhanced KYC checks and – in some jurisdictions – restrictions on how, where and when you can advertise gambling products.

The UK is mulling over legislation to ban front-of-shirt sponsorships from gambling brands, while Ontario has strict regulations regarding bonus offers and promotions. These are just two of the many examples of markets that have tightened their grip on advertising – there’s no doubt that more markets will follow suit in years to come.

This shift in attitude towards gambling advertising has been bubbling under the surface for quite some time. Technology advances have meant gambling is now more accessible than ever; you can visit many different apps with a few quick taps on your mobile phone, not to mention the growing number of TV, radio and online advertisements.

Simultaneously, there has also been a growing public awareness of the potential risks that are associated with the gambling industry.

As an industry, I believe that we have a responsibility to prioritise player safety – this is not only the right thing to do, but from a commercial perspective, it helps to build both trust and credibility.

Negative publicity related to lacklustre responsible gambling practices can have hugely detrimental impacts on your brand’s long-term reputation. At Winlandia, we have made sure that responsible gambling and player protection are at the front and centre of everything we do.

A technology-led approach

For us, technology can play an integral role in not only delivering an exciting experience for players but can also play a key role in effectively monitoring bettors’ behaviour and intervening when they may display signs of problem gambling.

It may be a major talking point at industry conferences, but this is where artificial intelligence comes in handy. From a behavioural analysis perspective, AI and machine learning can help speed up and streamline the pattern identification process, pinpointing whether a player may be gambling outside of their financial means.

At Winlandia, we have tapped into AI technologies to deliver much more personalised, targeted marketing campaigns. This has allowed us to restrict bonuses and promotions to players who may be at risk of problem gambling, and instead, increase the volume of safer gambling-focused communications.

The data that we have collected from monitoring player betting patterns has also helped us improve the accuracy and effectiveness of our intervention strategies, giving us the opportunity to step in at the first signs of any problems.

When incorporating safer gambling measures into your products, gambling companies must balance player protection with the creation of an entertainment-led experience. For some, this might sound like a challenge. But at Winlandia, I’m confident that we’ve managed to achieve this.

But how have we done this? Good question. For us, content is key. You firstly need to make sure that the content available on your site is engaging, interactive and informative regarding the safer gambling tools that are available on your website.

The other major consideration is how you frame your safer gambling messaging. Ultimately, if you portray responsible gambling as something that is burdensome, it’s going to deter players. You need to show that responsible gambling is a key component of the overall fun and enjoyment of gaming – a safer experience is much more sustainable, and more enjoyable in the long-run.

Responsible gambling tools and messaging needs to also be embedded into your brand in a way that is non-intrusive. If you can achieve this and empower players with a range of tools and resources to manage their own gambling behaviours, then this will encourage them to stay with your site.

Looking ahead

It would be naïve to think that the road to creating a more sustainable industry is without its bumps. With ever-changing regulations and a growing threat from the black market, alongside increasing concerns regarding data privacy, we need to make sure that we are at the forefront of positive change.

But I do think that over the last few years, we have made some considerable progress in prioritising player protection and adapting our marketing to create a safer, more enjoyable environment for all.

By investing in new technologies to enhance responsible gambling measures, and collaborating with local regulators and stake holders, we can continue to develop best practices.

At Winlandia, we will continue to educate our players on the importance of responsible gambling and the tools available to them.

We remain strongly committed to corporate social responsibility by supporting initiatives focused on safer gambling. In 2024 and beyond, player protection will continue to be our top priority – and we can’t wait to see what the future brings!

Related Topics:Christoffer Grönlund Co-Founder and Head of Affiliates at Winlandia safer gambling Winlandia

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Affiliate Industry

QiH Group CEO Jamie Walters supports London move for iGB L!VE and iGB Affiliate Awards

Published

2 weeks ago

September 25, 2024

George Miller

QiH Group CEO Jamie Walters supports London move for iGB L!VE and iGB Affiliate Awards

Reading Time: 2 minutes

As the international igaming industry prepares for the July 2025 relocation of iGB L!VE to London, show organisers have received another endorsement of the decision to pair the industry’s fastest growing Tier 1 online gaming expo with the iGB Affiliate Awards – the most respected celebration of excellence on the industry calendar.

Following on from the announcement by Richard Moffat, Chief Executive of OLBG, that the company would be supporting iGB L!VE and the iGB Affiliate Awards with its “biggest ever presence at a conference” Jamie Walters, CEO of QiH Group confirmed his support, stating: “Since QiH entered the iGaming affiliate marketplace a decade ago, industry awards and events have been a huge part of our success as a company – both in making meaningful and lasting connections and in discovering new and inventive industry game-changers.

“While Barcelona is a fine city with many merits, I think the continuity provided by the iGB Affiliate Awards remaining in London and running alongside iGB L!VE will maintain the consistent prestige attached to the event. We look forward to attending and seeing everyone there!”

Naomi Barton, iGB Events’ Global Portfolio Director, said: “The decision to run the Awards as part of the iGB L!VE experience was made in collaboration with key igaming and affiliate stakeholders, and I am delighted that it has been so warmly welcomed by the affiliate community.”

She added: “iGB L!VE’s relocation to London, a city that many regard as being the most influential market in the igaming industry,

will provide visitors and exhibitors with access to new markets, new growth opportunities and new partnerships.

“With an industry that’s growing at an exponential rate it’s imperative that we scale ahead of the market. By moving iGB L!VE and the iGB Affiliate Awards to ExCeL London we will be able to attract more of the people who are most critical to the future development of the igaming industry.”

Affiliate Industry

ReferOn Heading to SBC Lisbon to Share the Latest Insights and Platform Improvements

Published

4 weeks ago

September 9, 2024

Adrienn Sarkany

Reading Time: < 1 minute

ReferOn will be represented by Alexia Gauci, B2B Sales Manager, and David Harris, B2B Affiliate Team Manager, at the upcoming SBC Summit in Lisbon from September 24 to 26 2024.

The team recently unveiled several technical and QoL updates to the platform, including improving postback updates, reworking tables and implementing AWS accounts.

At SBC Lisbon, Alexia and David will announce ReferOn’s Q4 updates and walk attendees through the platform’s offerings. By the end of the year, the team plans to implement additions to reporting and data management, improve admin functionality and role management, and add QoL changes such as bulk edits. Visit Stand F430 for more information on these updates.

These system improvements follow two successful ReferOn Insights webinars, during which the team met with operators and affiliates. Following the sessions, attendees had the opportunity to ask questions and share feedback. This approach illustrates one of ReferOn’s core values: two-way communication and its commitment to regularly collaborating with partners to enhance the platform.

When asked for a comment on ReferOn’s participation at SBC Lisbon, Alexia Gauci said, “ReferOn’s participation at SBC Lisbon is an excellent opportunity for further expansion in the industry. Events like these are pivotal for growth and innovation. We’re also very excited to attend the SBC Awards 2024, where we hope to take first place in our respective category.”

ReferOn has been shortlisted for an award at the prestigious SBC Awards 2024 for the “Acquisition and Retention Partner” category. This shortlisting highlights ReferOn’s continued commitment to improving its tools and creating a comprehensive platform for operators and affiliates.

To learn more about ReferOn’s cutting-edge affiliate management system, join Alexia Gauci and David Harris at SBC Lisbon, Stand F430, from September 24 – 26. Book a meeting via our website.

Affiliate Industry

Casino Guru shortlisted in 2 categories for EGR Operator Awards

Published

1 month ago

September 5, 2024

Adrienn Sarkany

Reading Time: 2 minutes

EGR has revealed the shortlists for the EGR Operator Awards nominating Casino Guru in two categories, “Affiliate of the Year” and “Casino Affiliate.”

Being shortlisted for these prestigious awards highlights Casino Guru’s unwavering effort to build one of the world’s most comprehensive and complete database of casino websites.

The honor of competing against some of the industry’s biggest companies demonstrates Casino Guru’s unfaltering commitment to upholding the best standards as an affiliate company, which focuses on data-driven, fact-checked, and human reviews, as part of a growing database, running in the thousands.

Another integral part of the Casino Guru operations is the website’s commitment to Responsible Gambling and raising safer gambling practices in the industry through the company’s dedicated Gamtegrity platform. Gamtegrity is a multi-faceted effort that naturally underpins Casino Guru’s efforts in providing players and professionals with a better understanding of the pitfalls commonly associated with gambling.

Casino Guru Head of Content Maros Gasparik said: “We are committed to raising the standards in terms of our own website and the value we bring to our visitors, but also in terms of the online gambling industry as a whole – making it better and safer for players. I believe the two nominations reflect these values, and we are always happy to see our efforts being acknowledged by reputable organizations such as EGR.”

The value proposition that Casino Guru builds does not stop with simply reviewing a casino. The process involves a comprehensive behind-the-scenes work where dedicated data teams revisit and review casinos in the library to ensure that the website brings the most up-to-date information that players will ever need to find out about a brand, accounting for local regulation, safer gambling practices, terms and conditions.

The team fastidiously examines each casino’s offer to ensure that it presents consumers with an easy and clear understanding of the value each brand stands to bring. This process is then repeated throughout the year to ensure that the allocated value under the Safety Index, Casino Guru’s advanced rating system, is always accurate.

Casino Guru has repeatedly upheld its core principles of equity, fairness, and transparency, helping players not just read reviews but also mediate issues with casinos. The Casino Guru’s Complaint Resolution Center has already achieved unprecedented success early in 2024, returning $4,905,200 up to July.