FRIDAY 19 MAR 2021 GAMBLING COMMISSION CEO NEIL MCARTHUR RESIGNS AFTER 15 YEARS WITH THE REGULATOR - Gambling Insider

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FRIDAY 19 MAR 2021 GAMBLING COMMISSION CEO NEIL MCARTHUR RESIGNS AFTER 15 YEARS WITH THE REGULATOR - Gambling Insider
FRIDAY 19 MAR 2021
               GAMBLING COMMISSION
               CEO NEIL MCARTHUR
               RESIGNS AFTER 15 YEARS
Sponsored by

               WITH THE REGULATOR
FRIDAY 19 MAR 2021 GAMBLING COMMISSION CEO NEIL MCARTHUR RESIGNS AFTER 15 YEARS WITH THE REGULATOR - Gambling Insider
FRIDAY 19 MAR 2021
                          GAMBLING COMMISSION
                          CEO NEIL MCARTHUR
                          RESIGNS AFTER 15 YEARS
     Sponsored by

                          WITH THE REGULATOR

THIS WEEK
     • Flutter to list
    FanDuel shares?
  • US sports betting
   revenue round-up
 • AGA projects March
   Madness volumes
 • EFL chairman rules
against sponsorship ban

   GUEST COLUMN:
   • PartnerMatrix        Gambling Commission CEO Neil McArthur has announced he will leave the
                          regulator after 15 years with the body.
                            McArthur joined the GC in 2006 and became CEO in 2018, with the regulator
                          attributing the “strengthening of protections against gambling harms” during
                          his tenure.
FRIDAY 19 MAR 2021 GAMBLING COMMISSION CEO NEIL MCARTHUR RESIGNS AFTER 15 YEARS WITH THE REGULATOR - Gambling Insider
Sponsored by

THIS WEEK IN
NUMBERS                                    However, with the UK Gambling Act review upcoming, criticism had been aimed
                                           at the GC from a multitude of directions.
                                              While the industry felt fines from the regulator were too heavy-handed,

$1bn                                       campaigners for safer gambling have conversely argued the Gambling Commission
                                           doesn’t do enough to protect players.
March Madness                                 The GC wrote: “During Neil’s tenure, the Gambling Commission has gone
is the first ever                          through a significant period of change as it equips itself to meet the challenges
US sporting                                of regulating a rapidly changing and increasingly digital gambling market. Neil
event to project                           has overseen strengthening of protections against gambling harms, through
10 figures in
legal wagers                               the banning of gambling on credit cards; through enhanced age verification checks;
                                           and, most recently, through new requirements to build in protections to the design
                                           of online products. He has led moves to ensure that those impacted by gambling
                                           harms have their voices heard in the Commission’s decision making, culminating
                                           in the recent establishment of the Lived Experience Advisory Panel. Over the last

                        2019
                     When Betway first
                                           12 months, Neil has also successfully navigated the organisation through the
                                           challenges that the global pandemic has brought.”
                                              McArthur said: “I am proud of everything the Gambling Commission has achieved
                     signed a deal with    during my 15 years with the organisation.
                    Berlin International
                            Gaming. The       “We have taken significant steps forward to make gambling fairer and safer and
                     operator this week    I know I leave the organisation in a strong position to meet its future challenges.
                           renewed that       “With a review of the Gambling Act underway now feels the right time to step
                    esports partnership    away and allow a new chief executive to lead the Commission on the next stage
                                           in its journey.”
                                              Chairman of the Gambling Commission Bill Moyes, added: “On behalf of
                                           the Board I would like to thank Neil for his many years of commitment and service
                                           to the Gambling Commission. A lot has been achieved during his time here and

$2.8bn
Reported cost
                                           Neil can rightly feel proud of the organisation’s progress during his tenure
                                           as chief executive.”
                                              The Gambling Commission will begin the process of recruiting a CEO for an
of Vietnam’s
                                           interim period.
new integrated
resort, to open                               While a long-term successor is appointed, ongoing deputy CEO Sarah Gardner
on 21 April,                               and COO Sally Jones will jointly become acting CEO.
located on                                    GI Verdict: While some may be surprised by the timing of McArthur’s departure,
Phu Quoc                                   with the UK Gambling Act Review due later this year, it may make sense now more
                                           than ever for the executive to depart.
                                              As stated, the Gambling Commission has faced criticism from anti-gambling
                                           campaigners for not doing enough to protect players. Whereas fines are regularly

                    €5.0m                  issued, there is some concern that genuine change is not being encouraged.
                                              At the same time, the industry is often quick to push back against any new
                     Fee that LeoVegas     regulations or punitive measures put in place by the regulator, leaving it criticised
                        completed for      from all sides.
                      the acquisition of      Most recently, the UK gaming industry was also hit by what some claim to be
                    sports betting firm    the biggest case ever to affect the nation’s gamblers. Football Index, the previously
                        Expekt (£4.3m)
                                           much-lauded stock exchange for footballers, has now gone into administration and
                                           punters who invested thousands believe the operator “changed the goalposts” in
                                           an incredibly unfair manner.
                                              Where the Gambling Commission comes into play here is many feel the regulator
                                           was wrong to have licensed Football Index, via parent company Bet Index, in the

$34m                                       first place if it didn’t understand the model it used.
                                              Many believe the model was doomed to fail from the get-go, while the
                                           Commission’s removal of the company’s gambling licence after it had gone into
Average daily rate of
Macau’s gambling                           administration seems a futile gesture, given the damage has already been done.
revenue for the week                          It’s difficult to know exactly how much of a part this episode played in McArthur’s
of 8-14 March                              resignation but it is certain to have been a factor.
FRIDAY 19 MAR 2021 GAMBLING COMMISSION CEO NEIL MCARTHUR RESIGNS AFTER 15 YEARS WITH THE REGULATOR - Gambling Insider
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                      131%                 FLUTTER ENTERTAINMENT CONSIDERS LISTING
                                           FANDUEL SHARES
                      Year-on-year rise
                    in Delaware online     Flutter Entertainment, owner of        to assess how best to position itself
                       gaming revenue      Paddy Power, Betfair, Sky Bet and      to deliver upon the group’s strategy.
                    for February as the    PokerStars, is considering taking          “Options including the listing in
                      Delaware Lottery     its US sports betting business         the US of a small shareholding in
                    reported $751,291
                         for the month     FanDuel public.                        FanDuel are being considered but
                                              It wants to list a small number     no decision has been made at this
                                           of shares and is giving this idea      time. Should a decision be made
                                           serious consideration. According       to proceed with a listing in due

$87m
                                           to reports, Flutter investors are      course, an announcement will be
                                           displeased with the company            made as appropriate.”
                                           undervaluing FanDuel.                      Flutter invested in FanDuel only
Amount for a                                  Investors feel Flutter is trading   three years ago. In December last
proposed expansion                                                                year, it spent £3.2bn ($4.47bn) on
                                           FanDuel at a discount compared
of Rivers Casino that Des
Plaines Council                            to US rival DraftKings. In 2020,       FanDuel, which increased its stake
has agreed to                              DraftKings earned $644m in             from 57.8% to 95%.
                                           revenue, while FanDuel                     GI Verdict: Flutter issued the
                                           generated $967m.                       statement in response to media
                                              Flutter has sent out an             reports that emerged over the

                            75%
                                           announcement in response               weekend suggesting the operator
                                           to press speculation about             was considering its options
                                           unhappy investors, making it           regarding FanDuel.
                           Capacity for    clear a final decision hadn’t              The situation implies a major
                  Pennsylvania casinos                                            decision is pending, but this time it
                                           been made as of yet.
                   as of 4 April, thanks
                       to a ruling from       The operator said:                  will be Flutter that will want to be
                    Governor Tom Wolf      “Flutter regularly evaluates its       in control of the manner in which
                                           organisational and capital structure   it is announced.
FRIDAY 19 MAR 2021 GAMBLING COMMISSION CEO NEIL MCARTHUR RESIGNS AFTER 15 YEARS WITH THE REGULATOR - Gambling Insider
Sponsored by

                                           PENNSYLVANIA, NEW JERSEY AND MICHIGAN SPORTSBOOKS
                                           POST FEBRUARY GAINS
                                           February was a bumper month for              Pennsylvania sportsbooks took in
THE WEEK IN QUOTES                         sports betting in Pennsylvania, New          $509.5m of wagers through February
                                           Jersey and Michigan.                         for a year-on-year increase of 55%.
                                             In their first full month of operation,      Sports betting handle was down from
 “The reason online casinos are not        Michigan’s online sportsbooks took           the all-time record $615.3m wagered in
 subject to the ‘casino acts’ in the IR
                                           $301.9m in wagers, placing the new           January, while revenue was $16.4m, a
 Development Act is because online
 casinos are illegal in the first place.   market fifth in the nation for take.         247% increase from February 2020.
 There are provisions on casino acts       The state also became only the third           Given continued restrictions on
 in the existing IR Development Act,       to take $75m in online casino gross          everyday life, online wagers naturally
but it does not include online casinos     receipts in a single month.                  accounted for the lion’s share of spend;
      and they are not subject to            February’s figures showed a slight         92%, or $469.7m of the month’s sports
           this regulation.”               dip in per-day average betting from          betting handle.
                                           January’s opening blitz, falling from          In New Jersey, sports betting
  Hachiro Okonogi, chairman of the
                                           $11.5m to $10.8m, and total gross            handle was up 50% year-on-year to
 Liberal Democratic Party’s National       sports betting receipts fell from            $743m, with revenue climbing some
Public Safety Commission, explains that    $13.3m to $9.5m.                             172% on February 2020 to $46m.
  the opening of Integrated Resorts          Such is little cause for worry, however,     As was largely the case across the
    in Japan will not pave the way         with bettor enthusiasm clearly high.         country, these impressive figures failed
     for online gaming legislation
                                           When the $23.7m in bets placed at            to match the highs of the previous month.
                                           retail casinos are taken into account,       The state’s sportsbooks saw a significant
                                           Michigan sportsbooks took in $325.6m         drop from the $959m wagered in January,
                                           in bets through February. Online             and revenue was down 48% from the
                                           casinos and poker verticals also posted      record high of $83m.
                                           strong results, generating $79.7m in           Online wagers accounted for 93%, or
                                           receipts, up from $29.4m in January.         $689m, of the monthly handle, while retail
                                             Farther out on the east coast,             sportsbooks generated $54m of wagers.
FRIDAY 19 MAR 2021 GAMBLING COMMISSION CEO NEIL MCARTHUR RESIGNS AFTER 15 YEARS WITH THE REGULATOR - Gambling Insider
Sponsored by

                                             AGA EXPECTS OVER 47M MARCH MADNESS WAGERS
                                             The American Gaming Association           with 70% of those attributing their
   “The speed at which Argentina is
                                             (AGA) is expecting 47.4 million           increased attention to the increased
  re-regulating is very positive and we
   are looking forward to supporting         Americans to wager on the 2021            availability of sports betting.
 our partners as they enter this newly       March Madness tournament.                    Bill Miller, president and CEO of the
 regulated and exciting marketplace.”           The total number of bettors is         AGA, commented: “The sports betting
                                             projected to be similar to 2019’s         landscape has changed dramatically
Play’n GO chief risk and compliance          figures, but the amount placing bets      since 2019 and as a result, tournament
  officer Sissel Weitzhandler after          through an online sportsbook are          betting has transformed. With more legal,
     the slots provider secured              expected to be dramatically higher.       regulated options than ever before,
   accreditation from the Buenos
                                                AGA research found that 17.8 million   millions of customers now have safer
 Aires gambling regulator, LOTBA
                                             Americans plan to bet on the event        ways to enjoy all the fun and suspense
                                             through an online platform, an increase   only March Madness provides.”
                                             of 206%, while 8.3 million expect to         In the last two years, 65.4 million
                                             bet at a physical sportsbook, up 79%      more Americans across 13 new legal
                                             from 2019.                                jurisdictions have gained the ability to
  “Her extensive experience across a            The Association further projects       legally place sports wagers, and results
  comprehensive range of corporate           that 36.7 million bettors will fill out   from active states have shown initial
  issues, and deep knowledge of the          a bracket, a drop of 8% from 2019,        participation to be high.
 gaming industry’s unique regulatory         and 30.6 million will place more             GI Verdict: February’s giant Super
and compliance standards will be vital       traditional bets on this year’s           Bowl market set the tone for American
assets for our business going forward.”
                                             tournament, up from 17.8 million          wagering, and it would seem certain
   Everi CEO Michael Rumbolz on the          in 2019.                                  March Madness will follow suit. The legal
    company’s appointment of Kate               In the past two years, interest in     player base has increased dramatically
   Lowenhar-Fisher as executive vice         college basketball has also been          in the past two years. There seems little
  president, chief legal officer – general   on the rise. The AGA reports that         reason to expect anything other than
    counsel, and corporate secretary
                                             42% of fans said they followed college    a record-breaking tournament
                                             basketball more closely this season,      for bookmakers.
FRIDAY 19 MAR 2021 GAMBLING COMMISSION CEO NEIL MCARTHUR RESIGNS AFTER 15 YEARS WITH THE REGULATOR - Gambling Insider
Sponsored by

TAKING STOCK                  EFL CHAIRMAN RULES AGAINST GAMBLING SPONSORSHIP BAN
                              Rick Parry, chairman of the English          don’t have global fan bases to recover like
SHARE PRICES COVER THURSDAY   Football League (EFL), has warned that       other larger clubs. According to Deloitte,
   11 MARCH TO THURSDAY
   18 MARCH (10:45AM GMT)     banning gambling sponsorship would           ticket sales were more than one-fifth of
                              be detrimental to smaller clubs.             total revenues from Championship clubs
                                 The UK Government will review             in 2018-19.
Flutter Entertainment         gambling legislation in the coming              Parry says the banning of gambling
                        6%
16,825 GBp                    weeks, and anti-gambling groups have         sponsorships can lead to a loss of more
                              highlighted football sponsorships with       than £40m ($56m) in revenue, a sum he says
                              betting companies contributing to the        clubs across the EFL can’t afford to lose.
                              rise in gambling addiction.                     A total of 24 clubs in the Championship
Entain                           But Parry feels this is unnecessary and   have gambling companies as a shirt
                        4%
1,543 GBp
                              would only lead to smaller clubs losing      sponsor, and imposing a ban on them
                              revenue. “There’s no evidence to suggest     would be catastrophic, according
                              banning sponsorship will reduce the          to Parry.
                              prevalence of problem gambling,” he said.       GI Verdict: The Government review
Elys Game Technology             He added that the EFL, which is           of the 2005 Gambling Act looks set to
6.25 USD                10%
                              sponsored by Sky Bet, will submit a case     come down hard on the industry as a
                              to the review that will look to prove        whole, with football undoubtedly set
                              the rise of problem gambling isn’t           to be massively impacted due to its
                              associated with football sponsorships.       reliance on gambling sponsorship.
MGM Resorts                      The global pandemic has impacted             Given the evidence surrounding
                        5%
41.23 USD
                              sports globally, with even the largest       just how crucial such sponsorship is
                              franchises losing revenue from the lack      to smaller football clubs throughout
                              of fans in stadiums. However, no one         the EFL, Parry certainly has a valid point.
                              has felt this impact more strongly than      Whether or not the Government will take
Caesars Entertainment   5%    smaller clubs.                               heed of such a perspective is another
96.04 USD
                                 With ticket sales down, small clubs       matter entirely.
FRIDAY 19 MAR 2021 GAMBLING COMMISSION CEO NEIL MCARTHUR RESIGNS AFTER 15 YEARS WITH THE REGULATOR - Gambling Insider
Provided by fantiniresearch.com

FEBRUARY REVENUE REPORTS:                  KANSAS
KS, ME, NM
Fantini Research provides gaming revenue    TOTAL GAMING                       REVENUE(M)       ANNUAL
                                                                                             CHANGE (%)
reports for the month of February in the
                                            Boot Hill Casino (BUKS)                $3.252          - 6.64
states of Kansas, Maine and New Mexico.
                                            Kansas Star (BYD)                     $13.573         -16.22
                                            TOTAL GAMING                       REVENUE(M)       ANNUAL
                                            Kansas Crossing                        $2.233         -28.64
                                                                                             CHANGE   (%)
                                            TOTAL GAMING                       REVENUE(M)       ANNUAL
                                            Boot Hill Casino
                                            Hollywood        (BUKS)
                                                        Casino (PENN/ISCA)         $3.252
                                                                                   $9.269          - 6.64
                                                                                                  -33.37
                                                                                             CHANGE   (%)
                                            TOTAL GAMING                       REVENUE(M)       ANNUAL
                                            Kansas
                                            TotalHillStar
                                            Boot          (BYD)(BUKS)
                                                       Casino                     $13.573
                                                                                  $28.327
                                                                                   $3.252         -16.22
                                                                                                 -22.86
                                                                                             CHANGE- 6.64
                                                                                                      (%)
                                            TOTAL GAMING                       REVENUE(M)       ANNUAL
                                            Kansas
                                            Boot
                                            Kansas Crossing
                                                 HillStar
                                                       Casino
                                                          (BYD)(BUKS)              $2.233
                                                                                   $3.252
                                                                                  $13.573         -28.64
                                                                                                   - 6.64
                                                                                                  -16.22
                                                                                             CHANGE   (%)
                                            Hollywood
                                            Boot HillStar
                                            Kansas        Casino
                                                       Casino
                                                          (BYD)
                                                   Crossing      (PENN/ISCA)
                                                               (BUKS)              $9.269
                                                                                   $3.252
                                                                                   $2.233
                                                                                  $13.573         -33.37
                                                                                                   - 6.64
                                                                                                  -16.22
                                                                                                  -28.64
                                            ALL-SOURCES    GAMING              REVENUE(M)       ANNUAL
                                           MAINE
                                            Total Star
                                            Kansas
                                            Hollywood  (BYD) (PENN/ISCA)
                                                       Casino
                                                   Crossing                       $28.327
                                                                                  $13.573
                                                                                   $2.233
                                                                                   $9.269
                                                                                             CHANGE   (%)
                                                                                                 -22.86
                                                                                                  -16.22
                                                                                                  -28.64
                                                                                                  -33.37
                                            Hollywood Bangor (PENN)                $3.388         -21.15
                                            Kansas
                                            Total Crossing
                                            Hollywood  Casino (PENN/ISCA)          $2.233
                                                                                  $28.327
                                                                                   $9.269         -28.64
                                                                                                 -22.86
                                                                                                  -33.37
                                            Oxford (CHDN)                           $4.461
                                                                                   $9.269         -40.10
                                            Hollywood
                                            Total
                                            ALL-SOURCESCasino
                                                        GAMING(PENN/ISCA)         $28.327
                                                                               REVENUE(M)         -33.37
                                                                                                 -22.86
                                                                                                ANNUAL
                                            Total                                  $7.849        -33.17
                                                                                             CHANGE  (%)
                                            Total                                 $28.327        -22.86
                                            ALL-SOURCES GAMING                 REVENUE(M)       ANNUAL
                                            Hollywood Bangor (PENN)                $3.388        -21.15
                                                                                             CHANGE (%)
                                            ALL-SOURCES GAMING                 REVENUE(M)       ANNUAL
                                            Oxford (CHDN)
                                            Hollywood Bangor (PENN)                 $4.461
                                                                                   $3.388        -40.10
                                                                                                 -21.15
                                                                                             CHANGE (%)
                                            SLOTS
                                            ALL-SOURCES GAMING                 REVENUE(M)
                                                                               REVENUE(M)       ANNUAL
                                                                                                ANNUAL
                                            Total
                                            Hollywood Bangor (PENN)
                                            Oxford (CHDN)                          $7.849
                                                                                   $3.388
                                                                                    $4.461       -33.17
                                                                                             CHANGE (%)
                                                                                                 -21.15
                                                                                                 -40.10
                                                                                             CHANGE (%)
                                            Hollywood
                                            Hollywood Bangor (PENN)
                                                      Bangor
                                            Total (CHDN)
                                            Oxford           (PENN)                $3.037
                                                                                   $3.388
                                                                                   $7.849
                                                                                    $4.461       -14.37
                                                                                                 -21.15
                                                                                                 -33.17
                                                                                                 -40.10
                                            Oxford
                                            Oxford (CHDN)
                                            Total (CHDN)                            $3.831
                                                                                    $4.461
                                                                                   $7.849        -36.99
                                                                                                 -40.10
                                                                                                 -33.17
                                            SLOTS                              REVENUE(M)       ANNUAL
                                            Total Slots
                                            Total                                  $6.868
                                                                                   $7.849        -28.66
                                                                                             CHANGE (%)
                                                                                                 -33.17
                                            SLOTS                              REVENUE(M)       ANNUAL
                                            Hollywood Bangor (PENN)                $3.037        -14.37
                                                                                             CHANGE (%)
                                            SLOTS                              REVENUE(M)       ANNUAL
                                            Oxford (CHDN)
                                            Hollywood   Bangor (PENN)               $3.831
                                                                                   $3.037        -36.99
                                                                                                 -14.37
                                                                                             CHANGE (%)
                                            TABLE GAMES
                                            SLOTS                              REVENUE(M)       ANNUAL
                                            Total Slots
                                            Hollywood
                                            Oxford      Bangor (PENN)
                                                    (CHDN)                         $6.868
                                                                                   $3.037
                                                                                    $3.831       -28.66
                                                                                                 -14.37
                                                                                                 -36.99
                                                                                             CHANGE (%)
                                            Hollywood
                                            Total Slots
                                            Oxford      Bangor (PENN)
                                                    (CHDN)                          $0.351
                                                                                   $3.037
                                                                                   $6.868
                                                                                    $3.831        -53.21
                                                                                                 -14.37
                                                                                                 -28.66
                                                                                                 -36.99
                                            Oxford  (CHDN)
                                            Total Slots                            $0.630
                                                                                    $3.831
                                                                                   $6.868        -53.90
                                                                                                 -36.99
                                                                                                 -28.66
                                            TABLE GAMES                        REVENUE(M)       ANNUAL
                                            Total Table
                                                  Slots Games                      $0.981
                                                                                   $6.868        -53.66
                                                                                                 -28.66
                                                                                             CHANGE  (%)
                                            TABLE GAMES                        REVENUE(M)       ANNUAL
                                            Hollywood Bangor (PENN)                 $0.351        -53.21
                                                                                             CHANGE (%)
                                            TABLE GAMES                        REVENUE(M)       ANNUAL
                                            Oxford (CHDN)
                                            Hollywood  Bangor (PENN)               $0.630
                                                                                   $0.351        -53.90
                                                                                                  -53.21
                                                                                             CHANGE  (%)
                                            NEW MEXICO
                                            TABLE GAMES                        REVENUE(M)       ANNUAL
                                            Total Table
                                            Hollywood   Games(PENN)
                                                       Bangor
                                            Oxford (CHDN)                          $0.981
                                                                                   $0.351
                                                                                   $0.630        -53.66
                                                                                                  -53.21
                                                                                                 -53.90
                                                                                             CHANGE  (%)
                                            Racetracks
                                            Hollywood
                                            Total Table
                                            Oxford     Bangor
                                                        Games(PENN)
                                                   (CHDN)                          $0.196
                                                                                   $0.351
                                                                                   $0.981
                                                                                   $0.630         -99.15
                                                                                                  -53.21
                                                                                                 -53.66
                                                                                                 -53.90
                                            Oxford (CHDN)
                                            Total Table Games                      $0.630
                                                                                   $0.981        -53.90
                                                                                                 -53.66
                                            NEW MEXICO                         REVENUE(M)       ANNUAL
                                            Total Table Games                      $0.981        -53.66
                                                                                             CHANGE  (%)
                                            NEW MEXICO                         REVENUE(M)       ANNUAL
                                            Racetracks                             $0.196         -99.15
                                                                                             CHANGE  (%)
                                            NEW MEXICO                         REVENUE(M)       ANNUAL
                                            Racetracks                             $0.196         -99.15
                                                                                             CHANGE  (%)
                                            NEW MEXICO                         REVENUE(M)       ANNUAL
                                            Racetracks                             $0.196         -99.15
                                                                                             CHANGE  (%)
                                            Racetracks                             $0.196         -99.15
FRIDAY 19 MAR 2021 GAMBLING COMMISSION CEO NEIL MCARTHUR RESIGNS AFTER 15 YEARS WITH THE REGULATOR - Gambling Insider
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income it generated.                                                                               affiliate programs, grouping affiliates and managing payments.
                                                                                                       Making sure affiliate marketing programs are correctly organised
A CHANGE OF OPTICS ON CONVERSION: MEASURE                                                          and measured is complex enough in itself, so the software
WHAT YOU GET                                                                                       should be the support that streamlines everything and provides
The first real shift in how online gaming approaches affiliate                                     transparent data to enable operators to make the best decisions.
marketing came with redefining conversion. Today, it’s no                                              Ultimately, the affiliate management platform sets the bar for
longer about the clicks. The game changers were the cost                                           your affiliate marketing results. The toolset it offers can limit or
per acquisition and revenue share models. And the winners                                          empower your affiliates to deliver what your brand needs, and
are operators and affiliates alike.                                                                also enable operators to get relevant and transparent data.

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FRIDAY 19 MAR 2021 GAMBLING COMMISSION CEO NEIL MCARTHUR RESIGNS AFTER 15 YEARS WITH THE REGULATOR - Gambling Insider
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