Online operator BGO to deploy Rightlander traffic tracker

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Affiliate landing page tracker Rightlander is to help online gaming operator BGO Entertainment improve affiliate compliance and responsible gambling measures.

The Rightlander technology scans any website and builds a list of locations an operator’s brand is mentioned in or linked to. It follows each link to its final destination, before taking and storing a screen shot.

This will enable BGO to see the affiliate websites linking to its pages that it may be unaware of, meaning the operator can ensure affiliates sending traffic to its site are fully compliant and acting responsibly.

The platform also allows BGO to define “compliance violation events” that notify the operator automatically when Rightlander discovers matching content on any of the websites found linking to them.

Rightlander founder Ian Sims, said: “Online casino operators understand the onus is on them to ensure the affiliates sending traffic to their sites are acting responsibly but monitoring and managing all of this is a tall order.

“The Rightlander platforms takes the hassle out of ensuring affiliate compliance and we are thrilled to be working with BGO to help them improve processes and to better manage affiliate partners.”

Allan Turner, chief marketing officer at BGO, said: “We understand the importance of making sure that consumers get the right information about the offers that our affiliate partners promote for us on our behalf.

“So, to make sure that is the case, we have partnered with Rightlander to help us ensure that every listing for our sites is accurate and compliant with Gambling Commission guidance.”