Yes. Our own research carried out using Google Trends, revealed a 100 per cent increase in internet searches for online casino across North America as land-based venues shut and sports were cancelled because of the Covid-19 outbreak. In the US, 12 states have already established an online sports betting regime but only five have regulated casino products.


It is time they realise the enormous interest in online casino and begin the process towards legislation before we start seeing players turning to unlicensed, offshore sites. Demand will only increase as this unprecedented situation continues.


How tight a rein should operators hold when it comes to their marketing partners? How should they manage the balance between brand control and working with affiliate partners?


How we operate at BonusFinder.com is to treat the relationship with operators as long-term partners and we expect the same in return from them. Tis means open conversations with a lot of trust in both directions. Te partners who work with us in this way really get the best from us.


BonusFinder.com's aim is to help players play with more in a safe environment. How thin is the line between marketing and enticement? Do marketing techniques need to be more circumspect?


If I’m understanding your question correctly, I would argue that marketing is enticement and that’s the whole point. What I think is more important from an industry perspective is that advertising is clear and honest. From an operator perspective, advertising a welcome bonus offer is what works.


In terms of the industry being more risk averse in its marketing approach, we have seen some great initiatives already with some operators now offering fewer promotions but more customised and targeted to ensure the right promotions are sent to the right people at the right time. Many have also increased the play safe message and introduced specific responsible gambling campaigns and overall, the aggressiveness of adverts has been toned down over the last few years.


What is your vision for the future of affiliation?


Our focus is to continue building on our “Play With More” promise by focusing on players and


delivering a great experience. But as regulation tightens and affiliates come under more scrutiny it is important we play our part in ensuring a responsible gaming market. Unfortunately, we have recently seen a minority of bad actors who have tainted the reputation of affiliates, using the Covid-19 outbreak as part of their advertising material. Affiliates will always remain of vital importance to the gambling eco-system but some will have to rethink their approach if they are to play a part in an increasingly regulated and responsible marketplace.


We have recently seen a minority of bad actors who have tainted the reputation of affiliates. Affiliates will always remain of vital importance to the gambling eco-system but some will have to rethink their approach if they are to play a part in a regulated and responsible marketplace.


NEWSWIRE / INTERACTIVE / MARKET DATA P155


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