UK bookmaker, Betfred has officially agreed to begin using GiG Comply, the marketing and compliance screening tool, developed by Gaming Innovation Group.
GiG will be supplying Betfred’s affiliate clients with an automatic site-scanning solution to review advertising campaigns while helping meet compliance needs.
The technology will also be allowing Betfred to scan the internet to make sure its brand is not being advertised in a non-compliant manner or on non-compliant sites.
Betfred’s director of compliance, Adele Farrell, said: “Protecting players and abiding by regulations has never been so important – so we are happy to be working with GiG Comply.
“At Betfred, we want to ensure that our affiliate partners are working in a responsible and compliant way, and GiG Comply is the most effective and efficient way for us to monitor the content they are publishing for our brand.”
Richard Brown, chief executive of GiG, added: “We are delighted to have partnered our technology with tier one operator Betfred. It’s a clear sign that Betfred are continuing to take affiliate compliance seriously, and we are proud to be contributing to their effort.”
This is the latest recruitment made by Gaming Innovation Group, after they recently signed an agreement with Swedish online betting company, Betsson Group.
The software has also been used by bet365, who can use it to check for the presence, or lack of notable terms, images and promotional links while also seeing whether age-gates games or code red words are present next to a promotion.