Online betting and gaming organisation Betsson Group has recruited Malta headquartered Gaming Innovation Group to increase is marketing compliance efforts.
GiG has signed an agreement with the Swedish firm for its marketing compliance screening tool GiG Comply, which comes after both parties reported a Nordic struggle in the latest wave of financial reports.
In signing with the firm Betsson will strengthen its control over third-party advertising and protect their brands from being promoted on websites which are not brand-safe or compliant, enabling the group to add an additional layer to their compliance efforts.
Ronni Hartvig, chief commercial officer at Betsson Operations, said of the partnership with GiG: “We are looking forward to working with the GiG Comply product to reinforce Betsson Group’s existing compliance processes. The product will support us in guaranteeing that affiliate activity and marketing is compliant and sustainable.”
Designed specifically to ensure regulatory compliance, and to reduce the laborious manual checking of affiliate sites, GiG Comply’s technology scans and analyses across tens of thousands of web pages, images and URLs.
Lauded as having “the widest reach in the market,” the tool also provides detailed analytics and reports, including brand mentions.
Richard Brown, chief operations officer at GiG, stated: “We are excited to add Betsson Group to our growing number of partners and to support them in protecting their brands and end users. Our leading marketing and compliance technology will allow Betsson Group to keep even more control of its affiliate marketing.”
Earlier this month GiG announced that it’s targeting expansion across regulated and soon to be regulated markets, as strong Swedish headwinds and a customer contract termination impacted Q2 revenues.
To support further growth GiG states that investments are being made to also pursue expansion in strategic target markets which it believes demonstrate high potential, such as Spain, Latin America, Canada and certain Asian regions, throughout 2019 and 2020.