GiG extends marketing compliance partnership with Merkur

iGaming technology company Gaming Innovation Group (GiG) has announced an extension to its agreement with German-based operator Merkur for its automated affiliate marketing compliance tool GiG Comply. 

"The iGaming industry in Germany is a robustly regulated marketplace, with strict guidelines that make compliance a priority for operators like Merkur, placing an emphasis on the need to protect their brand," said GiG of the deal's significance.

Merkur is the leading brand of the Gauselmann Group, a tier-one operator that provides a wide suite of gaming products including classic and virtual slot games, money gaming machines, arcades, casinos, gambling houses and sports betting. 

GiG Comply is an automated marketing compliance solution that scans web pages for content including links, iGaming code red words and regulatory requirements across multiple jurisdictions. It works by using its rules engine to analyze real snapshots from affiliates’ campaigns and provides operators with the promotional content that is being used in their brands’ promotions.

GiG describes it as a flexible tool that allows operators to set up their own criteria and checklist parameters, and can be tailored to cover any market-specific requirements, helping to ensure that operators remain compliant. 

GiG’s iGaming affiliate business, GiG Media, is a global affiliate marketing operator in the iGaming space, helping partners generate qualified traffic through multiple channels, including SEM/PPC and social media.

The group has enjoyed growth over the last few years, highlighted by the recent announcement of a strategic partnership with News Corp in the UK and Ireland, a group which serves millions of online readers through its premium media websites The Sun and talkSPORT. It also completed the integration of AskGamblers this year, following a series of acquisitions from Catena Media late last year. 

Jonas Warrer, Chief Marketing Officer at GiG, said: “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. ”

Martin Collins, Affiliate Lead at Merkur, said: “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.’’