Merkur extends GiG partnership for marketing compliance tool

Gaming Innovation Group and Merkur have revealed an extended partnership regarding the former’s GiG Comply automated affiliate marketing compliance tool, following an initial collaboration being inked almost one year ago.

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

Furthermore, GiG Comply will also continue to permit Merkur 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 operator 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.

“Compliance is a key factor across many markets now, particularly in Germany,” stated Martin Collins, Affiliate Lead at Merkur.

“We are pleased to continue growing our business with the trusted help of GIG who bring to the table a wealth of knowledge making this partnership easy and enjoyable. Protection of our brands is of the highest importance and this tool really helps us focus on what is needed to move forward.’’

The Gauselmann owned operator becomes the latest in a string of collaborations inked by Malta headquartered GiG, with a recent News UK alliance causing significant optimism. This has seen The Sun and talkSPORT finalise the integration of AskGamblers, following a series of acquisitions from Catena Media late last year.

Earlier in the month, GiG’s latest quarterly report highlighted that revenue reached “another all-time high” after increasing 40 per cent year-on-year to close at €31.1m (2022: €22.1m).

Breaking this figure down, GiG Media took the lion’s share with €21.7m, up 47 per cent from €14.8m YoY, which the group noted continued “the positive development seen over the past quarters”. 

Jonas Warrer, Chief Marketing Officer at GiG, said of the group’s latest alliance: “Compliance is proving to be a hot topic of conversation, not just in Germany but globally, as we start to see the maturing of regulation. 

“The need for operators to protect their brand is at a critical stage in the evolution of the industry, and we’re delighted to be trusted by so many big players to look after such a pivotal function.”