Betway has signed an extended agreement with Gaming Innovation Group that will see the operator utilise the GiG Comply automated marketing compliance tool in Africa.

The Super Group-owned global betting and gaming brand initially teamed-up with GiG in September 2021, becoming one of a number of industry incumbents to do so.

The solution enables operators to set-up their own criteria and checklist parameters to scan and check affiliate websites for content including igaming code red words, links and regulatory requirements across multiple jurisdictions

It works by using its rules engine to analyse real snapshots from affiliates’ campaigns, and provides operators with the promotional content that is being used in their brands’ promotions.

GiG Comply will permit Betway to set-up bespoke checklist parameters, which can be tailored to cover market-specific legislation and advertising standards. 

This will not only help the online gambling group to ensure that it remains proactive with its marketing efforts, but will also provide confidence that affiliates are aligned with their brand, that responsible gaming measures are visible on relevant pages, and terms and conditions are correct and up to date.

Jonas Warrer, CMO at GiG, said, “As one of the industry leaders it’s great to see Betway place value on GiG Comply as the go-to tool of choice to help continue to monitor their marketing compliance as they expand into new markets. We look forward to continuing to support them with their affiliate marketing compliance within the African market.”

Last month, GiG asserted that “we have laid a truly exciting and expansive structure in place to further accelerate our global long term ambitions,” following what the firm deemed “another strong quarter”.

Despite facing German and Dutch headwinds through the past year, GiG closed 2021 with Q4 revenue of €18.2m, which represents an increase of 29 per cent year-on-year compared to €14.1m, with EBITDA up 35 per cent to €5.6m (2020: €4.1m).

Revenue across the company’s platform services division grew eight per cent to €5.3m (2020: €4.9m), a percentage which swells to 22 per cent when excluding discontinued white-labels.

Media services delivered a fourth consecutive high via a 42 per cent uptick to €12.8m (2020: €9m), while sports betting services dropped to €100,000 (2020: €200,000).