Betsson Group and GiG Sign Marketing Compliance Deal

Aug 27

Gaming Innovation Group, Inc. (GiG) has recently signed a deal with Swedish online betting company Betsson Group. The agreement will have Betsson making use of GiG’s marketing compliance tool, GiG Comply.

Betsson recently updated stakeholders about the latest developments in their company, announcing that it has integrated the gaming industry’s most sophisticated tool for compliance screening to date. In their announcement, Betsson management also stated that this recent move of partnering with GiG is meant to support their on-going multi-brand marketing campaigns.

The tool is designed specifically for ensuring regulatory compliance as well as reducing the number of manual checking done for affiliate sites, which is deemed too laborious. It is expected to help operators adhere to marketing compliance standards across a variety of jurisdictions. The technology of GiG Comply has the capability to scan and analyse across thousands and thousands of images, web pages, and URLs, having the widest reach in the market. Additionally, the tool provides users with detailed analytics and reports, to include brand mentions.

By signing this agreement with GiG, Betsson is effectively strengthening its control over third-party advertising and preventing their brands from getting promoted on websites that are not deemed brand-safe or compliant with regulations. This means Betsson will now have another layer to their compliance efforts.

Betsson Operations Chief Commercial Officer Ronni Hartvig has this to say about the agreement: “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.”

Betsson further added that their group marketing will be sure to benefit from GiG Comply by giving them a deeper oversight where compliance reporting is concerned. They believe this will help them maintain high standards and avoid potential conflicts that may arise in the future.

For their part, GiG Chief Operations Officer Richard Brown says, “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.”

When they published their H1 2019 results, GiG highlighted their compliance tool as one of their fastest-growing divisions. The division is said to have secured ten Tier-1 clients since it was first launched. Earlier this year, the company announced that they are aiming to expand their business across regulated and soon-to-be-regulated markets. This is after a customer contract termination and strong Swedish headwinds significantly impacted their Q2 revenues.

Betsson Group itself has experienced a bit of a struggle, which they reported in their latest financial reports. This recent deal will therefore be mutually beneficial to both parties. Among other things, it will render more credibility to the online betting and gaming company and help the Malta-based firm work towards the realisation of their planned expansion. GiG could soon be seen in high-potential markets like Canada, Latin America, Spain, and some Asian regions.