Merkur signs new compliance partnership with GiG after German slots launch

| By Robert Fletcher
Gaming Innovation Group (GiG) has agreed a new deal to provide its GiG Comply automated affiliate marketing compliance tool to Germany-based operator Merkur.
Affiliates and operators - a relationship of convenience

Under the arrangement, Merkur will have full access to GiG Comply, which scans web pages for content including links, igaming code red words and regulatory requirements across a range of jurisdictions.

GiG Comply uses its rules engine to analyse real snapshots from affiliates’ campaigns and provides operators with information about the promotional content that is being used in the marketing of their brands.

Merkur will be able to set its own criteria and checklist parameters to tailor the system to cover any market-specific requirements, including specific rules and regulations in Germany, where Merkur received a nationwide slots licence last month.

“With everything we do here at Merkur Partners we aim to do it right, especially when it comes to compliance,” Merkur’s affiliate lead Martin Collins said. “All our brands are operated by local licences both on and offline and where we abide by the rules. 

“Having GiG Comply on board as a strategic partner is a great starting point as both sides come with a vast knowledge of the igaming world and, with ever changing regulations, we will make a great partnership.”

GiG’s chief marketing officer Jonas Warrer added: “It’s important that GiG Comply will continue to help Merkur, as it does our other partners, to remain proactive and in control of its marketing compliance. We’re delighted to be able to ensure affiliates are fully aligned with their brand and responsible gaming requirements.”

Yesterday (26 September), German health body the Federal Centre for Health and Education warned of the rise in online gambling advertising, calling for a 9pm watershed on gambling advertising, including online ads.

This came in the wake of the regime created by country’s Fourth State Treaty on gambling, which set out provisions for the regulated national online casino market, on top of the existing online sports betting market.

In 2021, German sports betting operator association DSWV rejected calls from a state minister to ban all forms of gambling advertising in Germany. 

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