Part 3: A look ahead
Advertising restrictions might benefit
affiliates, as it could potentially increase
our share of advertising spend
Scott Collins, Raketech
without reference to their desktop.
In other words, one of the main routes for
but it often rhymes’ and we were always dealing
with issues as an industry. At the end, if you look
affiliate traffic is effectively bypassed. “This is into details, most of the complaints from affiliates
again something that was lurking around the (and operators) can be translated to: ‘oh no, we
corner for a long time,” says Mecan. “Mobile… will need to evolve and change, but we loved the
make the life of many affiliates a bit trickier.” good old times.’”
But still evolution will mean that new
Such might be the conclusion when it comes to
opportunities arise even as others bemoan a the vexed issue of gambling advertising. As noted
passing business environment. “What is more of earlier in this report, Italy’s ban on advertising has
a concern is how some companies are dealing left the affiliate sector wondering to what extent
with mobile tracking and when some of them affiliate marketing is – or isn’t – affected.
try to trick the players around our lead,” Mecan
points out.
“But, you know ,‘history doesn’t repeat itself
Collins points out that any attack on the
advertising of gambling is never good news,
suggesting a censoriousness on the part of the
The Italian test case
The test case for what advertising restrictions putting efforts in new projects (or even in
might mean for the affiliate sector will be existing ones), and from the other some of the
Italy where, to put it politely, the situation is bookmakers are not opening new affiliation
about as clear as mud. Simone Cabib is the accounts or even closing some low-performing
chief executive of affiliate aggregator AffilROI, ones, until the situation will be clear.”
which works largely in the Italian market. He
But as with the threat of advertising
says that the lack of clarity is leaving affiliates restrictions elsewhere, Cabib is keen to view the
“suspicious” and many are taking a wait-and- upside for the current situation. “Basically we
see attitude. believe that in the long run the new regulation
“The Italian authority failed in explaining
will be a positive thing for affiliate marketing,”
in a clear way its practical implications, and he says. “The fact that other channels of
there even was a later correction to the initial acquisition will be very limited, will make some
regulation proposal,” he says. “Most of the operators leave the market from one side, but
local operators’ legal offices – bookmakers and those who will remain in the game will probably
major affiliates – are trying to figure a practical invest more in legal channels. We strongly
interpretation of the new law. Rumours are believe that affiliation, made in the right and
running wild, and the result is that from one regulation-compliant way, will benefit from the
side affiliates don’t want to take chances in new situation.”
iGaming Business • Affiliate Monitor • August 2019
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