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LeoVegas signs up for GIG Comply marketing tool

| By Richard Mulligan
LeoVegas has become the latest gaming group to incorporate Gaming Innovation Group’s (GiG) automated affiliate marketing compliance screening tool, GiG Comply.

The Stockholm-listed group, which has led calls for tighter controls to combat offshore operators in the Swedish market, has added the solution which enables operators to set up their own criteria and checklist parameters to scan and check affiliate websites or any requested domains on a daily basis.

GiG said in a statement that the addition of the marketing compliance tool reflects LeoVegas’ “commitment to responsible gaming” as it will strengthen its control over third-party advertising and further protect its brands from being promoted on websites which are not compliant internationally.

Jonas Warrer, managing director of GiG Media, said: “We are happy to add LeoVegas to our growing number of partners and to support them in further protecting their brands and end-users.

“Our automated marketing and compliance technology will help to strengthen their affiliate marketing compliance ensuring that they comply with responsible gaming conditions.”

In a recent consultation over controls for online casino in Sweden, LeoVegas suggested the government turn its attention from restricting the legal market, to targeting offshore operators. It recommended regulator Spelinspektionen immediately begin issuing warnings to unlicensed businesses and initiating payment blocking efforts, supported by a disclosure obligation to ensure banks cooperate.

It said the Swedish Gambling Act should then be amended to introduce licensing for platform providers, games developers, affiliates and payment intermediaries.

The government, LeoVegas continued, should go further, and explore the possibility of IP blocking, and work with the Swedish tax authorities to prioritise cases where players have won significant sums with offshore operators.

Last month, LeoVegas reported marginal year-on-year growth for the third quarter of 2020, with revenue up 0.8% to €88.9m. The operator said growth was slowed by Sweden’s temporary restrictions on spend for online casino, which it has opposed from the outset.

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