Gaming Innovation Group (GiG) has signed a new strategic partnership centered around its affiliate compliance tool. Merkur will use GiG Comply to monitor its advertising partners in a move aimed at improving oversight and, later, regulatory compliance of affiliates.
GiG Comply is an automated solution that scans web pages for content, including certain iGaming “red code” links and words. The built-in “rule engine” analyzes these items, alerting operators of any content from affiliate campaigns that may violate local regulations.
“It is important that GiG Comply continues to help Merkur, as well as our other partners, remain proactive and in control of their marketing compliance,” said Jonas Warrer, Chief Marketing Officer at GiG.
“We are delighted to be able to ensure that publishers are fully aligned with their brand and responsible gaming requirements,” added Warren.
GiG claims its tool can help operators comply
Comply allows operators to customize search criteria and “checklist parameters”. As a result, GiG claims its tool can help operators remain compliant in multiple jurisdictions. This attracted Merkur, which has operations in several countries, including Germany; country that recently introduced new rules for the gaming industry.
Martin Collins, Affiliate Industry Leader at Merkur, said: “With everything we do here at Merkur Partners, our goal is to do it right, especially when it comes to compliance. All of our brands are operated under local online and offline licenses and where we comply with the rules.”
“Having GiG Comply on board as a strategic partner is a great starting point as both sides have extensive knowledge of the iGaming world and with ever-changing regulations we will make a great partnership,” concluded Collins.