Gaming Innovation Group (GiG) and Merkur renew and strengthen their partnership in the gaming industry.
Gaming Innovation Group and Merkur, two successful affiliate marketing companies, have announced a partnership extension after a productive year together. Merkur, a renowned German iGaming operator focusing on online casinos and slots, is well-known throughout Europe for its gambling outlets. With a strong emphasis on brand protection and compliance, Merkur has utilized GiG Comply, an automated affiliate marketing compliance tool, to ensure adherence to FTC, EU, and other regulations in their marketing efforts.
Gaming Innovation Group (GiG), established in 2012, has experienced significant growth in recent years. This includes a partnership with News Corp in the UK and Ireland, where News Corp caters to millions of online readers through premium media websites like The Sun and talkSPORT. GiG also integrated AskGamblers after acquiring it from Catena Media in late 2022.
Since 2022, GiG’s flexible compliance tools have been utilized in Merkur’s affiliate marketing efforts, streamlining compliance tasks in iGaming marketing. GiG Comply, an automated system, scans web pages for affiliate content, identifying red-flag words, iGaming code, examining links, and ensuring regulatory requirements across different jurisdictions are met.
This combined partnership has created an affiliate program that automatically checks for compliance violations, eliminating the need for affiliates or their managers to manually perform these tasks. Additionally, the GiG Comply partnership provides valuable insights into promotional content usage in brand marketing.
GiG also operates GiG Media, a global iGaming affiliate marketing operator, known for helping affiliate partners generate qualified traffic through various channels such as social media, SEM, and PPC.
Jonas Warrer, CMO at GiG, emphasizes the importance of brand protection in the industry’s evolution and expresses delight in being trusted by major players to fulfill this crucial function.
Martin Collins, Affiliate Lead at Merkur, acknowledges the growing significance of compliance, especially in markets like Germany, and expresses satisfaction in continuing to grow their business with the reliable assistance of GiG, leveraging their extensive knowledge to make this partnership seamless and enjoyable.
Compliance is crucial in affiliate marketing due to its diverse formats and demographics, each with their own distinct set of regulations to adhere to. This becomes especially vital in iGaming, where governing bodies prioritize factors like age restrictions, geo limitations, and the prevention of gambling harm. An exemplification of the severity of non-compliance was seen in January of this year, when In Touch Games faced a hefty £6.1 million fine for non-compliant practices.