For this issue, we couldn’t really lead with anything other than Sky Bet’s shock closure of its affiliate programme. The operator’s rationale clearly extends beyond the cited compliance risks associated with managing the acquisition and marketing activities of its affiliates amid a tightening regulatory climate. However Bet365 and Paddy Power Betfair’s subsequent implementation of respective “zero tolerance” and “one strike” policies towards their affiliates did flag this as a common area of concern for businesses increasingly under fire from regulators and the mainstream media in the UK. One challenger brand has now even restricted affiliates from using its name in mailouts without prior written consent.
Their actions have to date stopped short of that taken by Sky Bet however, which despite the Leeds-based operator’s powerful brand association and relationship with Sky Sports, Oshi’s Nick Garner believes will kill its visibility from non-branded organic search via its affiliate network, with significant consequences (see p35). Time will tell how accurate Nick’s data and predictions prove, but the former global search head for Unibet presents a compelling case that any principals at operators considering following Sky Bet’s lead would be well advised to read first.
Nick is also one of our expert contributors speaking at this year’s Berlin Affiliate Conference – look out for the info boxes at the end of articles in this issue for details of when and where to catch them.
See you in Berlin!
GET YOUR FREE PRINT COPY DELIVEREDSign up now
Why Sky Bet's closure of it's affiliate programme is a big mistake other operators should avoid making
- Don’t do it! Why Sky Bet’s affi liate programme closure is a big mistake
- The 10 biggest myths about bitcoin and gambling
- Reinforcing marketing strategies with a human touch
- Black hat attacks — how to pre-empt (or recover from) them
- Spring-clean your site and its content for a ranking boost
- Exporting sports