By
Stephen
Carter
Head of content
Kindred Group is to fully exit North America by the end of Q2 2024 as part of its cost-saving review with more than 300 jobs also to go across the business.
The deal will ramp up the distribution of game information and increase visibility with affiliate outreach on its portfolio of game content.
First Look Games has a community that collectively boasts over 20 million casino players around the world. It gives publishers in the affiliate space access to game information, assets and content approved for use direct from the studios.
Kalamba Games says the partnership will help it leverage its affiliate efforts in the most efficient way possible, increasing exposure for new titles.
The partnership will give Kalamba access to the First Look platform, which already has direct access to more than 800 approved affiliates.
Gareth Dando, Kalamba Games marketing director, said: “As we continue expanding, having targeted control of what we communicate to the affiliate ecosystem is crucial for us, and First Look Games is the platform to deliver that. It manages the heavy lifting of affiliate outreach while adding a comprehensive and responsible way to promote games to players. From our point of view, this takes affiliate marketing to the next level and there’s nothing else in the industry that can do that.”
Tom Galanis, managing director at First Look Games, said: “We’re delighted that Kalamba Games has chosen First Look Games. It’s an established brand with an exciting pipeline. We look forward to helping support them maximise their potential with more exposure via the industry’s most comprehensive affiliate marketing hub.”