Rightlander partnership strengthens Genting’s affiliate hand

Aiming to to improve affiliate compliance and strengthen its responsible gambling measures, Genting Casino has become the latest tier one operator to partner with affiliate landing page tracker Rightlander.

Rightlander’s technology scans affiliate websites, simultaneously build a list of locations where an operator’s brand is mentioned or linked to, while also searching for certain events and conditions defined by the operator.

The technology also captures images and the content of anchor text used to link to the operator’s brands, and creates a variety of custom reports and alerts for the operator.

Genting has outlined its ambitions that this partnership will help the firm discover affiliate websites linking to its brands that it’s currently unaware of, allowing it to ensure the affiliates sending traffic to its sites are acting responsibly.

Robert Wakeham, Head of Affiliates at Genting, commented: “We take compliance very seriously, and are thrilled to be working with Rightlander to take our protocols to the next level. This has allowed us to improve our monitoring process, and to significantly boost compliance as a result.”

Rightlander also allows operators to set automatic “compliance violation events” that notify them whenever they occur on any of the websites linking to their brands.

By using Rightlander, Genting hopes to demonstrate to the UK Gambling Commission and other regulators that it is doing all it can to ensure the affiliates sending traffic to its websites are acting responsibly.

Ian Sims, Founder of Rightlander, added: “Compliance is a key consideration for operators now and moving forwards, and we are delighted to be working with Genting to help them ensure the affiliates sending traffic to their websites are acting responsibly.

“The Rightlander platform makes this process easy and efficient, and ensures operators can be confident that the affiliates they are working with are fully compliant with the rules and regulations they must adhere to.”

The partnership with Genting comes shortly after similar deals with the likes of LeoVegas and GVC, as well as with ALEA for its SlotsMillion and LadyLucks brands, the BGO Group for its roster of online casino sites and the Kindred Group.