LeoVegas has taken further steps to foolproof its affiliate network following a new partnership with Wag.io. Wag.io lets affiliate managers monitor all affiliate activity and marketing materials in one place, theoretically helping them spot non-compliant activity.
I found this really really cool, that an affiliate marketing software was 100% focused on compliance and oversight. LeoVegas will use the Wag.io software to manage its compliance in line with regulations set out by the Advertising Standards Authority and the Gambling Commission.
Wright told iGamingBusiness.com that affiliate compliance is becoming an increasingly hot topic for operators due to heightened scrutiny from lobbyists and organisations such as the Campaign for Fairer Gambling in the UK.
“We are talking to the whole industry and are targeting having over 100 brands on board by the end of the year,” said Wright (pictured), who has developed Wag.io from the ground up over the past 18 months.
“I would say that there is not a single operator that has all their affiliates in compliance. The task of cleaning up as an industry is not an easy one and even once a programme has affiliates in line there are always new promotions and updates that need to be tracked.”
Wag.io will help LeoVegas to manage affiliates through a specific system, whilst identifying opportunities through new and existing affiliates and monitoring affiliate activities, including deals and promotional materials. The software will also generate communication and activity reports, establishing a paper trail.
Wag.io can also be used to help brands manage GDPR data protection compliance in relation to affiliate management.
LeoVegas sales and compliance executive Matthew Curmi said that the software will help the operator “to constantly monitor and review the ads and marketing materials our affiliates are using”.
He added: “While our goal is to be fully compliant, when an error is found, we can use the app to rapidly reach out to our affiliates about making an immediate correction.”
Earlier this week, LeoVegas established its LeoSafePlay responsible gambling initiative as a standalone business unit. LeoVegas has also reshuffled its management team, with Richard Woodbridge set to arrive in 2019 as the company’s new chief operating officer.