Gaming Innovation Group (GiG) will continue to supply its GiG Comply product to bet365 after the two signed an extension to their current partnership.
In 2019, bet365 became one of the first tier-1 betting operators to deploy GiG Comply marketing compliance tools and safeguards.
“As one of the leaders in the industry, it makes us extremely proud that bet365 have decided to continue their relationship with GiG,” said Jonas Warrer, Managing Director of GiG Media.
“We look forward to continuing to support them with their marketing compliance efforts and in creating a safer, responsible gaming environment together.”
The automated marketing compliance tool scans thousands of web pages for content including ‘iGaming code red words, links and regulatory requirements across multiple jurisdictions’.
By integrating the GiG Comply function, operators can ‘remain in control of their marketing compliance’ by ensuring that all channels – including affiliates – are fully aligned with their brand message.
In addition, the Stoke-headquartered operator will be able to carry out ‘bespoke compliance checks’ to ensure that it remains compliant with market-specific regulations.
A spokesperson for bet365 added: “We look forward to another successful year working with GiG Comply. The versatility of the tool means that we can effectively adapt to the ever-changing regulatory landscape ensuring we maintain a highly compliant affiliate programme.”
Speaking to SBC in January, GiG Media explained why it has never been more important ‘for operators to be able to check what their affiliates are doing, in order to protect their brand and regain control over their advertising efforts’. This, GiG Media explained, can be particularly daunting in the face of new regulations across the globe.