by Mateusz Mazur

GiG Extends Partnership with Merkur

GiG Extends Partnership with Merkur iGamingExpress

Gaming Innovation Group Inc. (GiG) has unveiled an extended collaboration with leading German operator Merkur, fortifying their commitment to compliance through the use of GiG’s cutting-edge affiliate marketing tool, GiG Comply.

Safeguarding Brand Integrity in Germany

In the regulated German iGaming landscape, adherence to stringent guidelines is paramount. This extension underscores Merkur’s dedication to safeguarding their brand’s reputation while complying with the intricate regulatory framework. As a prominent subsidiary of the Gauselmann Group, Merkur’s portfolio spans a wide spectrum of gaming offerings, including virtual and traditional slot games, arcades, casinos, and sports betting.

GiG Comply stands as an innovative automated marketing compliance solution, meticulously scanning web content for iGaming code red words, links, and regulatory requisites across multiple jurisdictions. Employing a sophisticated rules engine, it assesses real-time snapshots of affiliates’ campaigns, equipping operators with insights into promotional content associated with their brands.

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Tailored Flexibility for Market-Specific Precision

The adaptability of GiG Comply empowers operators to establish customized criteria and checklist parameters, seamlessly adaptable to market-specific stipulations. This dynamic tool ensures operators’ continued compliance, offering a shield against potential pitfalls.

The colossal success of GiG’s iGaming affiliate enterprise, GiG Media, positions it as a global leader in the affiliate marketing realm. Collaborating with partners to drive qualified traffic through diverse channels, including SEM/PPC and social media, GiG Media’s reputation is further underscored by its strategic partnership with News Corp, a media conglomerate that caters to millions of online readers through premium websites like The Sun and talkSPORT. Integrating AskGamblers into their arsenal post-acquisition from Catena Media solidifies GiG’s position as an industry frontrunner.

Importance of Compliance

Jonas Warrer, GiG’s Chief Marketing Officer, 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, underscores the importance of compliance across diverse markets, stating “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.’’

GiG’s extended collaboration with Merkur signifies a joint commitment to upholding compliance standards and safeguarding brand value. Through GiG Comply’s advanced capabilities, operators gain a strategic advantage by ensuring marketing content resonates within regulatory confines. As the iGaming landscape evolves, this partnership remains a testament to industry leaders’ dedication to innovation and responsibility.

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