Rightlander has followed its recent moves in the United States, by entering the newly regulated Swedish market alongside LeoVegas and Kindred Group.

The Scandinavian nation launched its regulatory framework on the turn of the new year, with LeoVegas and Kindred’s Unibet, Maria Casino, iGame, Bingo.com and Storspelare Casino brands among the first to go live.

Rightlander states that via this new link-up, each operator is to ensure that affiliates promoting their brands to players in Sweden are doing so responsibly and compliantly.

Ian Sims, founder of Rightlander, explained: “As we have seen, some operators have already fallen foul of marketing rules and guidelines in Sweden, so it’s great to see two of the largest operators in the market take steps to improve their approach.

“LeoVegas and Kindred already use our compliance tools in other markets such as the UK, so we are thrilled they have extended this to Sweden where there is huge potential for operators, and affiliates, that play by the rules.”

Rightlander technology scans affiliate websites across multiple geographies, and builds a list of locations that the operator’s brands are mentioned or linked to.  

It then analyses text on the page linking to their brand, providing them with information that is relevant to compliance requirements by territory.  

This in-turn will help LeoVegas and Kindred discover affiliate websites linking to their brands, including those they are not currently unaware of.

“As a licensed operator in multiple jurisdictions, we take compliance very seriously and expect our affiliate partners to share our values of responsible gambling and sustainability,” commented Ryan Henderson, head of affiliates at Kindred Group. “Working with Rightlander has allowed us to improve our monitoring process, and ensure we remain compliant in all markets.”

Remko De Boer, head of affiliates at LeoVegas, added: “Compliance is key to the LeoVegas philosophy, and when it comes to affiliate compliance, Rightlander is yet another step LeoVegas is taking in improving the monitoring process of our affiliate partners and ensure compliance”.