INSIGHT
IS THIS THE BEGINNING
OF THE END FOR AFFILIATION
AS WE KNOW IT?
If affiliation is going to survive it needs much more give and take by both operators and affiliates,
plus deeper commitment from each side, says Peter Marcus
IN THE LAST FEW MONTHS
a major betting operator closed its
affiliate programme, another has placed
affiliates on “final warning” and still
more are reviewing their deals.
The UK tax rate (GGR) has gone up,
countries have closed, and operators have
been fined many millions because of
breaches regarding responsible gaming
and advertising. Is this the beginning
of the end for affiliation?
The online gaming industry is going
through a big change. It’s true that it changes
constantly, depending on the regulatory
and competitive climate, but this change
is different, and we have started to see the
impact on affiliation and operators. Affiliates
are merging and becoming more like media
houses than old-school affiliates. Mea