Part 2: The US affiliate opportunity
Businesses need black and white objective rules handed
down by the regulator to tell them where the boundaries
are, or they will simply push as hard as they can.
Charles Gillespie, Gambling.com Group
really make a difference in online gambling, such Robinson, partner at RB Capital. He makes the
as sensible advertising restrictions and internal point that the battle for market position that takes
controls to reduce gambling-related harm.” place in the short- to medium-term might be one
Given such a scenario, it is entirely possible that
the sector will see similar issues arise in the US –
where the affiliate sector could well be a bystander.
“The US market will be immense… at some
on the parts of affiliates and their own marketing point in the future,” he says. “However, while
attempts – as have been highlighted in the UK affiliation plays an integral part in the acquisition
and Sweden. How the regulators react in such funnel in other markets around the globe,
circumstances will have a big role to play in the dominant brands in the USA already have such a
success of the gaming affiliates working in the US, massive head start. Whether affiliates fit into the
whether homegrown or hailing from Europe. equation in a significant way, I’m not putting my
The last word on the US comes from Ben
iGaming Business • Affiliate Monitor • October 2019
money on that horse.”
11