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GiG’s Innovative Partnership with Merkur

GiG's Innovative Partnership with Merkur
by
August 30, 2023
in Business News, iGaming News
313

Gaming Innovation Group Inc. (GiG) has just unveiled a groundbreaking expansion of its collaboration with the German-based operator Merkur, revolving around the cutting-edge automated affiliate marketing compliance tool known as GiG Comply.

The realm of online gaming in Germany stands as a bastion of rigorous regulation, where stringent guidelines mandate unswerving compliance. This is a matter of utmost significance for operators like Merkur, whose prime focus is to safeguard and uphold their brand reputation. Spearheaded by the Gauselmann Group, Merkur occupies a distinguished position as a tier one operator, offering an impressive array of gaming products spanning traditional and virtual slot games, money gaming machines, arcades, casinos, gambling houses, and sports betting platforms.

Central to this innovative collaboration is GiG Comply, an ingenious automated solution that serves as a sentinel for marketing compliance. Its mechanism involves meticulously scanning web pages for a spectrum of elements, ranging from content and links to iGaming code red words, all the way to regulatory requisites from diverse jurisdictions. The technology employs an intricate rules engine that dissects authentic snapshots extracted from affiliates’ campaigns. In turn, this provides operators with invaluable insights into the promotional content circulating within the confines of their brand promotions.

What sets GiG Comply apart is its unparalleled adaptability. Operators wield the power to configure their own set of criteria and checklist parameters. This level of customization ensures the tool’s capability to seamlessly accommodate market-specific prerequisites, thereby bolstering the operators’ commitment to compliance and regulatory conformity.

GiG boasts a trailblazing presence in the iGaming affiliate domain, thanks to its flagship entity GiG Media. Operating as a formidable global affiliate marketing force, GiG Media is a trailblazer in the iGaming sector, rendering assistance to partners in their quest to harness qualified traffic from diverse channels, including SEM/PPC and social media avenues. The group’s trajectory has been punctuated by remarkable growth milestones. Among these is the noteworthy collaboration with News Corp in the UK and Ireland, a strategic alliance that has enabled GiG to extend its reach to millions of online readers through esteemed media platforms such as The Sun and talkSPORT. Moreover, GiG has seamlessly integrated AskGamblers into its fold, following a string of strategic acquisitions from Catena Media in the preceding year.

In light of this remarkable development, Jonas Warrer, Chief Marketing Officer at GiG, stated, “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.”

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

This dynamic partnership stands as a testament to the ever-increasing significance of compliance within the iGaming landscape. As the industry matures, the imperative of safeguarding brands and adhering to regulatory frameworks takes center stage. This collaboration between GiG and Merkur exemplifies the fusion of technological innovation and strategic acumen in a bid to navigate the intricate labyrinth of compliance.

Frequently Asked Questions (FAQs)

What is GiG Comply, and how does it work?
GiG Comply is an automated marketing compliance tool that scans web pages for content, links, specific iGaming keywords, and regulatory requirements. It utilizes a rules engine to analyze real snapshots from affiliates’ campaigns, providing operators with insights into the promotional content used for their brand promotions.

Why is compliance crucial in the iGaming industry, especially in Germany?
The iGaming industry operates within a heavily regulated environment, particularly in countries like Germany. Compliance ensures that operators adhere to legal and ethical standards, protecting their brand reputation and fostering trust among players and stakeholders.

What makes GiG Comply adaptable for different markets?
GiG Comply is designed to be flexible, allowing operators to customize criteria and checklist parameters based on market-specific requirements. This adaptability ensures that the tool can effectively monitor and ensure compliance across diverse jurisdictions.

How does GiG Media contribute to the iGaming affiliate landscape?
GiG Media is a prominent affiliate marketing operator in the iGaming sector. It assists partners in generating qualified traffic through various channels, such as SEM/PPC and social media. GiG Media’s strategic partnerships and acquisitions have contributed to its growth and influence in the industry.

What does the partnership between GiG and Merkur signify for the iGaming industry?
The collaboration between GiG and Merkur highlights the increasing importance of compliance in the evolving iGaming landscape. It showcases the integration of advanced technology and strategic expertise to navigate the complexities of compliance, ensuring brand protection and regulatory adherence.

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