Sky Betting & Gaming has ended its affiliate marketing programme due to “growing regulatory concerns”.
Issuing a statement on 4 September, the online gambling group said it will aim to terminate its ‘Affiliate Hub’ operations at the start of next month, ending all commission and player referral arrangements with its existing affiliate marketing partners.
The decision was taken to allow the company “more control” over its marketing outputs and standards “to ensure that we can continue to meet the changing regulatory requirements in our sector”, Sky Betting & Gaming said in a separate statement to SBC.
The initial statement read: “The regulatory landscape in which the industry operates is developing and maturing and operators are experiencing increased obligations regarding their regulatory responsibilities and level of compliance.
“In order to continue to operate in a compliant manner, we feel that operating the programme is no longer viable and that managing the output of affiliates presents a significant risk to our business from a regulatory perspective. It is for this reason that we have chosen to terminate the programme.”
Sky Betting & Gaming added it had notified all the companies that will be affected by this decision, and thanked them for their support since the brand was launched in 2000.
The company in July announced extending its partnership with Playtech.