The agreement signed with Rightlander by Lottoland, the lottery betting operator together with MoPlay, the sports betting brand owned by Addison Global, seeks to improve the compliance of its affiliates as well as the adoption of responsible gambling measures.
Rightlander will provide both operators with full access to various tools to execute the plan. This includes the Automated Compliance Monitor, the proactive Affiliate Finder and the Pay Per Click Monitor (PPC).
The compliance specialist explained that its Automated Compliance Monitor is a tool that allows operators to discover which sites they are not aware of are affiliated and linked to their brands. In this way, operators will be assured that affiliates to their sites are acting in a responsible manner.
Lottoland and MoPlay’s effort will focus on compliance and responsible gambling in the UK market. The measure was adopted after the warning given by the GB Gambling Commission to the industry. Operators must ensure that all their affiliated partners do not offer free games, in which there are no age verification controls.
Rightlander founder Ian Sims said:
“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.”
“Our partnership with Rightlander will allow us to properly monitor our affiliated 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,” said senior Lottoland affiliate manager Stephanie Cook.
While MoPlay General Counsel Mark Henrich added that
“Compliance is key for us at MoPlay and the Rightlander compliance platform is the most efficient way for us to monitor affiliate content.”
He said that
“Rightlander allows us to quickly and efficiently verify all affiliated sites to ensure that their links are up to date and that all of their content complies with GBGC.”