Elaine Gardiner, head of Global Gaming Affiliates, reflects on an award-winning start to 2019 and what lies ahead in a big year for the newly-established affiliate program
It was an honour to be named Best Non-English Affiliate program at the recent iGB Affiliate Awards and sums up how impressive our growth has been seen launching last year. Achieving such an award is a testament to the hard work put in every day by the Global Gaming Affiliates team. We work across a number of markets, and the most important driver of our success across different nations has been the development of relationships with our affiliate partners.
Taking a personal approach, such as getting to know our partners on an individual basis, and always being available to assist with any challenges, has been key to what makes Global Gaming Affiliates stand out in a competitive marketplace.
Since the launch of Global Gaming Affiliates, we have operated our program in three countries and have an ever-expanding list of affiliate partners. Managing our growth while navigating through the recent Swedish market regulation period, as well as bringing our innovative sick pay initiative to the market have been particular highlights. Looking forward, we hope to consolidate our expansion, while working closely with our affiliate partners to help them understand the new regulatory framework and allow us to all get the most out of the partnerships.
The changing affiliate landscape
2019 promises to be a pivotal year for both Global Gaming Affiliates and the wider industry as a whole. The recent wave of tightening regulations across Europe presents both opportunities and challenges for the gambling industry and affiliate programs.
While Sweden has dominated the headlines with the significant changes to regulations surrounding bonusing, the UK is also undergoing a tightening of advertising regulations, and a wider awareness of the gambling industry is seen across the continent. However, tighter regulations and more scrutiny can only be a good thing for the industry, and something that is welcomed by Global Gaming Affiliates. Our casino brands already have strong KYC procedures in place thanks to the pay and play model integrated, of which we were one of the first operators to implement.
As well as regulatory changes, M&A will continue to be a major focus within the industry. As businesses evolve, it’s important that we do not lose sight of the importance of close relationships, which can sometimes be impacted as the result of an acquisition or merger.
From a Global Gaming Affiliates perspective, we’re looking forward to unveiling exciting new enhancements to our program and the potential to expand into new markets, as we look to build on our recent success.