Gambling group Genting has become the latest tier one operator to partner with affiliate landing page tracker, Rightlander, as it looks to improve affiliate compliance and strengthen its responsible gambling measures.
Rightlander’s technology scans affiliate websites, simultaneously building a list of locations where an operator’s brand is mentioned or linked to while also searching for certain events and conditions defined by the operator.
These can be inclusive or exclusive and specific to the individual operator. The technology also captures images and the content of anchor text used to link to the operator's brands and creates a variety of custom reports and alerts for the operator
This will help Genting discover affiliate websites linking to its brands that they are currently unaware of, allowing it to ensure the affiliates sending traffic to its sites are acting responsibly.
Rightlander also allows operators to set automatic “compliance violation events” that notify these whenever they occur on any of the websites linking to their brands.
By using Rightlander, Genting can demonstrate to the UK Gambling Commission and other regulators that it is doing all it can to ensure the affiliates sending traffic to its websites are acting responsibly.
Ian Sims, founder of Rightlander, said: “Compliance is a key consideration for operators now and moving forwards. The Rightlander platform makes this process easy and efficient, and ensures operators can be confident that the affiliates they are working with are fully compliant with the rules and regulations they must adhere to.”
Robert Wakeham, head of affiliates at Genting, said: “We take compliance very seriously. This has allowed us to improve our monitoring process, and to significantly boost compliance as a result.”
The partnership with Genting comes shortly after Rightlander striking similar deals with the likes of LeoVegas and GVC, as well as with ALEA for its SlotsMillion and LadyLucks brands, the bgo Group for its roster of online casino sites and the Kindred Group.