Lottery betting operator Lottoland and Addison Global-owned sports betting brand MoPlay have signed deals with Rightlander to enhance their affiliate compliance and responsible gambling measures.
Compliance specialist Rightlander will provide both operators with access to a number of tools, including its Automated Compliance Monitor, Pay-Per-Click (PPC) Monitor and Proactive Affiliate Finder.
Rightlander said that the Automated Compliance Monitor enables operators to discover affiliate sites linking to their brands that they are currently unaware of. This allows the operators to ensure the affiliates sending traffic to their sites are acting responsibly.
Proactive Affiliate Finder scans millions of web pages each month to identify new and prominent sites across geo-locations including the UK, Sweden, Denmark, Australia and the US.
Both Lottoland and MoPlay will focus their compliance and responsible gambling efforts on the UK market. This comes after the GB Gambling Commission issued an industry-wide warning to operators to ensure their affiliate partners are not offering free-to-play games without age verification controls in place.
“The Gambling Commission has made it very clear that the onus is on operators to ensure affiliates are acting responsibly, and Rightlander takes on much of the leg work required to do this,” Rightlander founder Ian Sims said.
Stephanie Cook, senior affiliate manager at Lottoland, also said: “Our partnership with Rightlander will allow us to properly monitor our affiliate partners and ensure compliance. We strongly believe that when it comes to affiliate compliance, the buck stops with the operator and we look forward to working with Rightlander.”
Mark Henrich, general counsel at MoPlay added: “Compliance is key for us at MoPlay and the Rightlander compliance platform is the most efficient way for us to monitor affiliate content. Rightlander enables us to quickly and efficiently check all affiliate sites to ensure that their links are up-to-date and all their content is GBGC compliant.”