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Sky Betting and Gaming Halts UK Affiliate Programme Due to Mounting Regulatory Pressure

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Sky Betting & Gaming Affiliate Programme Termination

The UK-based gambling company Sky Betting and Gaming revealed its intentions to end its UK Affiliate Programme, saying that the move is due to recent rulings and regulatory pressure by the UK Gambling Commission.

The gambling operator reminded that clause 13.2 of its affiliates’ Agreement allows it to terminate the Agreement with immediate effect after providing its affiliates with a written notice. Now, the company has decided to provide its affiliates with a 28-day notice of termination, with the Agreement set to be officially ended on October 2nd, 2017.

Sky Betting and Gaming has also informed its affiliates that as of October 2nd, they must stop promoting the company’s websites to customers and remove all live links to Sky Betting and Gaming’s websites and intellectual property. The gambling and betting operator’s affiliates were also reminded they need to return all confidential information related to the company they have been given the right to hold.

The company further announced that its Affiliate Hub portal is to stop working on October 2nd, with all commission arrangements for its customers set to be ceased at this date. Sky Betting and Gaming noted that the final payment cycle for its affiliates will start at the end of September, and the full amounts of outstanding balances are planned to be paid. The payments are scheduled to be available in accounts on or around October 20th, 2017.

Reasons for the Affiliate Programme Halt

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The British gambling operator has pointed out two main reasons for its choice to bring its Affiliate Programme to an end.

As mentioned above, Sky Betting and Gaming is blaming the regulatory landscape in the country for the decision to terminate its Affiliate Programme. The company explained that the regulatory conditions of the UK gambling industry have become more requiring to operators that have been recently facing increased obligations in terms of their regulatory responsibilities and legislation compliance.

So, in order to keep its operations in the country, Sky Betting and Gaming needs to make sure that it complies with UK gambling regulations. As the operator has felt that its Affiliate Programme is no longer capable of being successful in such regulatory conditions, it has now decided to end it. What is more, another reason for the Affiliate Programme termination is the fact that Sky Betting and Gaming has recognised the output of affiliates management as a great risk to its business in regards to local regulators.

Lately, UK gambling regulators have been focused on tightening the conditions in which local casino, betting and gaming companies are operating. The Government has been trying to clamp down the negative effects that gambling could have on more vulnerable players, in order to protect customers from problem gambling behaviour and gambling addictions.

The major regulatory body of the country – the UK Gambling Commission has been aimed at making the gambling environment more fair and transparent, as well as to raise players’ awareness of the possible negative effects of gambling. Local regulators have created a special self-exclusion scheme especially for more vulnerable players, in order to provide them with the opportunity to protect themselves by self-excluding themselves from gambling in land-based venues and online gambling websites.…

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Source: EEGaming.

4Play

Fast Track Enters into Partnership with 4Play

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Fast Track, the leading player engagement platform built specifically for the iGaming industry, has partnered with 4Play, a dynamic and innovative gaming operator renowned for its exceptional player experiences in both casino and sports betting.

Launched in 2023, 4Play has rapidly gained recognition in the industry, primarily targeting the burgeoning Brazilian market. With a commitment to delivering unparalleled entertainment, 4Play offers its players a seamless experience in Portuguese, featuring popular gaming verticals such as casino and sports betting.

4Play’s decision to integrate Fast Track CRM comes as part of its strategic initiative to bolster player retention and streamline operations through advanced automation. Fast Track’s robust platform will enable 4Play to automate complex player journeys, ensuring each interaction is personalised and timely.

“We are excited to partner with Fast Track to elevate our player engagement strategies. Their innovative approach to CRM and their commitment to creating individualised player experiences align perfectly with our vision for 4Play. We look forward to leveraging their platform to enhance our player retention and operational efficiency,” Mateus Ihering, Chief Operating Officer of 4Play, said.

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Fast Track’s CRM platform, recognised for its real-time data capabilities and comprehensive automation suite, will support 4Play in achieving its business goals. By automating player communications and optimising the registration journey, 4Play aims to significantly increase its number of depositors while maintaining a high level of engagement among its 148,000 monthly active users.

Simon Lidzén, Co-Founder and CEO of Fast Track, said: “We are delighted to welcome 4Play into the Fast Track family. Their innovative spirit and dedication to providing top-tier player experiences make them an ideal partner. Together, we will set new standards in player engagement and retention, ensuring that 4Play continues to thrive in the competitive iGaming landscape.”

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Andrés Tamayo

Pragmatic Play Enhances FullReto Partnership with Virtual Sports Addition

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Pragmatic Play, a leading content supplier to the iGaming industry, has reinforced its commitment to Latin American expansion by strengthening its existing relationship with Colombian operator FullReto.

The latest agreement will see FullReto offer its players a broad selection of Pragmatic Play’s unique Virtual Sports titles, building on an already extensive offering of over 300 Slots and Live Casino games.

Fantastic League, Greyhound Racing, and the thrilling motor racing-themed Force 1 are among the games now available to FullReto customers as the operator looks to capitalise on the rapidly increasing popularity of Virtual Sports to consolidate its position as a leading platform in Colombia.

The multi-product partnership reaffirms Pragmatic Play’s intentions to expand its offering in the LatAm markets, with FullReto now offering a vast catalogue of Pragmatic’s award-winning games across three verticals.

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Victor Arias, Vice President of Latin American Operations at ARRISE powering Pragmatic Play, said: “Pragmatic Play is delighted to reinforce its partnership with FullReto by providing its players with access to its renowned Virtual Sports games. The deal not only emphasises Pragmatic Play’s desire to provide Colombian players with an exciting online gaming experience, but also demonstrates the supplier’s dedication to furthering its Latin American expansion.”

Andrés Tamayo, General Manager at FullReto, said: “FullReto’s continued collaboration with Pragmatic Play highlights our main objective of supplying the optimal player experience. The addition of Pragmatic Play’s Virtual Sports offering, on top of its Slots and Live Casino games, will ensure FullReto players have access to hundreds of fan-favourite games across a variety of verticals.”

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Alonso Huiman

Pragmatic Play Launches Live Casino Offer at Atlantic City

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Pragmatic Play, a leading content supplier to the iGaming industry, has expanded its Live Casino footprint across Peru after going live with major local operator, Atlantic City.

The partnership sees Pragmatic Play’s full Live Casino portfolio integrated with the operator, enabling players in Peru to enjoy market-leading titles such as Blackjack, Roulette, and Baccarat from the supplier’s award-winning portfolio.

This latest agreement showcases Pragmatic Play’s plans for growth in LatAm, exhibiting an array of its verticals across multiple territories in recent months. It is the latest deal signed by Pragmatic Play with a Peruvian operator, following a comprehensive growth strategy in the country.

Victor Arias, Vice President of Latin American Operations at ARRISE powering Pragmatic Play, said: “Atlantic City is one of Peru’s most reputable operators and offers another opportunity to showcase the Pragmatic Play Live Casino portfolio in Peru. With an offering that will deliver exceptional gaming experiences to players, this partnership promises to cement Pragmatic Play’s position at the forefront of the Peruvian iGaming industry.”

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Alonso Huiman, Chief of Online Casino at Atlantic City, said: “This landmark agreement with Pragmatic Play is a pivotal moment for us. Its vast selection of table and card games will resonate seamlessly with our player base and we are confident that this will propel our brand to new heights.”

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