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Gambling Affiliates’ Guide to GDPR
Reading Time: 7 minutes
As of the 25th May 2018, the GDPR comes into effect, and its influence will be felt across virtually every industry imaginable where data is being collected and used on individuals located in the EU. Its overall aim is to ensure better protection of consumers’ information, both online and offline, by enforcing regulations on how data is collected, processed and secured.
What is GDPR?
GDPR stands for General Data Protection Regulation. It’s the result of over 6 years of preparation and consultation over data privacy concerns for EU consumers. The way in which data is collected and used today is profoundly different to how it was a decade ago. According to a report published in 2016 by IBM, “90 percent of the world’s data had been created in the last 12 months” and “many data analysts are suggesting the digital
universe will be 40 times bigger by 2020”.
Prior to GDPR, the ‘Data Protection Directive 95/46/EC’ attempted to harmonise the practices of EU member states in terms of their approach to data privacy. Directive 95/46/EC built on the ‘Guidelines on the Protection of Privacy and Transborder Flows of Personal Data’ first published in 1980, which was acknowledged by both the European Union and the United States, as a way to protect personal data and individuals’ privacy.
These guidelines still form the basis for the GDPR, but as they and Directive 95/46/EC were merely guidelines and directives, a more stringent and consistent approach was required to “protect the fundamental rights of individuals throughout future waves of innovation”.
The GDPR not only unifies the approach to data privacy across the EU, it also regulates it, meaning it is enforceable by law, and in turn carries penalties of up to 4% of annual turnover, or €20 million, whichever is the greater.
Pinch yourself all you like, this is happening affiliates, and failure to act now is nothing short of corporate suicide..!
Consent
The main way in which the GDPR aims to protect data subjects (individuals), is through consent. Data subjects must be made aware of the data being collected on them, why it is being collected, what will be done with it, and how long it will be retained for.
Personal Data
The most important thing for affiliates to realise is what Personal Data includes. It doesn’t stop at names, email addresses and phone numbers; it extends to social media posts, IP addresses, and even information stored in tracking cookies.
The GDPR defines it as..
“any information relating to an identified or identifiable natural person”
And importantly..
“an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person”.
The use of the words ‘directly or indirectly’ is important here. Just because a person’s name and address isn’t stored in a cookie, it doesn’t mean that the information in that cookie can’t be used to identify them. Cookies used by ad networks are able to track an individual from one site to the next, extremely well. In fact, they can potentially track a user across millions of websites.
Not only must you pay attention to any data you are collecting directly from individuals, such as name, phone number, email address; you must also think about what tracking codes and analytics software you have installed on your websites, which are used to build a ‘profile’ of someone, usually for advertising purposes.
Standard analytics code doesn’t track users across websites, so providing you don’t have any advertising features enabled in your Google Analytics (or other) code, then you won’t necessarily need to obtain consent before setting those cookies. Anything more will require clear and concise consent from your visitors though, ensuring the request for consent includes what, why, and how that data is being collected and used.
Informed Choice
The ‘Cookie Law’ introduced in 2011 (yes, it’s been 7 years!) targeted the usage of non-essential cookies i.e. those not entirely necessary for the basic functionality of a website. However, it didn’t offer users much control or choice.
The GDPR aims to change this in that users should be given a choice as to whether or not they agree to non-essential cookies being stored on their computer/browser. Now, accepting that cookies used by standard analytics software aren’t essential, and that they don’t contain ‘personal data’, then where does that leave us? Well, the answer lies in transparency. So long as you are clear in your ‘request for consent’ that the cookies used in your analytics software don’t collect identifiable data, nor are they shared across websites, then you should be fine. Otherwise, if they do (i.e. you have advertising features enabled), you must obtain consent from each and every visitor before setting those cookies.
Newsletter Subscriptions & Accounts
Similarly, if you have a newsletter subscription or account creation feature on your website, then you must obtain consent from users before you can collect their data. Common practice has usually been to present a “Send me occasional news by email” or “I agree to the website T&Cs” checkbox to users. This practice is now imperative, and furthermore, the declaration should be a request for consent, and should point to your Privacy Policy (it can’t be hidden in your T&Cs) which contains the full ‘request for consent’ in a clear and intelligible form, remembering to detail the what, why’s and how’s.
And whatever you do, don’t pre-tick the checkbox, or have any kind of “opt-out” option. Consent must be definitive, and unambiguous, and a timestamp of when that consent was obtained, and what the user was consenting to, must be recorded for audit purposes.
If your current privacy policy doesn’t satisfy the conditions of the GDPR, then you will need to obtain additional consent from your existing users or subscriber base.
In addition, “it must be as easy to withdraw consent as it is to give it”. Users must be offered an option to unsubscribe in all communications, or delete their account on your platform.
Think about what data you’re collecting, and whether you really need to. Obtaining consent to collect that data may present more risks than what it’s worth. Additionally, if you later decide to start collecting more data than is detailed in your original privacy policy (or the terms of your privacy policy change), then you will need to obtain additional consent to the updated privacy policy.
Affiliate Tracking Codes
Affiliate tracking cookies are fundamental to online gambling affiliates. Most affiliates are unlikely to want to offer users the ability to disable their tracking codes, and strictly speaking, as the cookies do not (shouldn’t) contain identifiable data that is shared between websites, then it might not be necessary.
However, affiliates should still be crystal clear about what cookies may be set as a result of clicking links on their site, why they’re being set, and how they’re being used. It would also be prudent to offer advice about how users can block these kinds of cookies, for those who choose not to have them set.
Data Subject Rights
The GDPR also empowers individuals with control over their data, as well as outlines a number of responsibilities organisations must adhere to in order to fulfil individuals’ rights to access and control the data held on them.
Affiliates must be aware of their responsibilities, and put plans in place to be able to handle those responsibilities:-
Right to Access
Data subjects have the right to know what data is held on them, and how it is being used. They also have the right to request access to that data, which must be delivered to them with 1 month of the the request, in a standard electronic format, free of charge, such that they can transmit that data to another data controller (organisation) should they wish to (Data Portability).
Right To Be Forgotten
Data subjects will also have the right to be forgotten and have any data held on them deleted. Such data will include their personal information, as well as any data which could lead to them being identified, directly or indirectly. If you have implemented any tracking solutions which create a link between the data you hold, and data stored in third party software, then that link will also need to be deleted, and potentially the data stored in the third party software.
Privacy by Design & Security
The GDPR will enforce strict penalties on organisations that have failed to invest appropriate resources into securing their systems, and preventing access of data to unauthorised persons, both online and offline…
“The controller shall..implement appropriate technical and organisational measures..in an effective way..in order to meet the requirements of this Regulation and protect the rights of data subjects”.
Affiliates should ensure that any data they collect and process has been secured from the outset. If freelancers, designers or content writers have access to data unnecessarily, then it should be restricted. Similarly, any physical data should be locked safely away to prevent unauthorised access, and any new systems or website features should be designed with data privacy in mind.
Thought should also be given to data that can be encrypted – it may no longer be acceptable to only encrypt passwords.
Breach Notification
Organisations will be required to notify their appropriate Data Protection Authority within 72 hours of a data breach, where that breach is likely to “result in a risk for the rights and freedoms of individuals”. The gambling industry carries many negative connotations – most individuals probably wouldn’t want their identity associated with a gambling-related website, and so any data breach in this industry is likely to fall into the above category.
Data Protection Officers
Organisations who deal with large scale data processing or ‘special’ categories of data will be required to appoint a Data Protection Officer. Whilst this might not apply to most affiliates, they must understand their responsibilities as data controllers (and/or processors) to ensure the safety and security of data they hold, and ensure it isn’t shared or otherwise fall into the wrong hands. They should keep appropriate internal records, and ensure that their records are auditable.
This article contains general information for affiliates to make their own informed decisions about the upcoming GDPR. You must not rely on the information in this article as an alternative to professional legal advice. The article has been contributed by Pavlos Sideris of Cashbacker – the leading gambling cashback community.
Source: European Gaming Media and Events
The iGaming industry is advancing at breakneck speed, driven by technological innovation and evolving player expectations. Itai Zak, Executive Director of iGaming at Digicode, emphasizes the importance of bridging client aspirations with customized business solutions. Key trends shaping the future of iGaming include live dealer games, blockchain integration, artificial intelligence (AI) and machine learning (ML), enhanced personalization, and shifting regulatory environments. Let’s delve into how these trends influence the industry, presenting new opportunities while paving the way for future growth.
A Closer Look at Emerging Trends
- Live Dealer Games
Live dealer games are revolutionizing the online gaming experience, blending the best aspects of land-based casinos with the convenience of virtual gaming. Players can now engage with real-life dealers via high-definition video streams, enhancing the social component of online gambling. This bridge between physical and virtual casinos introduces interactive features like live chat and immersive gameplay. Industry leaders like Evolution Gaming and NetEnt are setting new standards in player engagement with innovative game formats and top-tier studio setups, redefining the realism and appeal of live gaming.
- Blockchain and Cryptocurrency Integration
Blockchain technology is transforming iGaming by offering unparalleled transparency and security. With blockchain’s ability to enable provably fair gaming, players can verify that each round is fair via an immutable ledger. Cryptocurrencies like Bitcoin and Ethereum facilitate faster, more secure transactions, catering to tech-savvy players who value privacy. Platforms like Bitcasino.io are leading the way, leveraging blockchain to ensure fairness and seamless payments. However, the rise of blockchain also attracts regulatory attention, requiring operators to balance innovation with compliance as governments navigate this new technology.
- Artificial Intelligence and Machine Learning
AI and ML are instrumental in enhancing player experience and operational efficiency. AI algorithms analyze player behavior in real-time, offering personalized game recommendations and promotions. Additionally, AI-powered chatbots provide instant customer support, improving user satisfaction. AI-driven predictive analytics also help operators fine-tune marketing strategies based on player preferences. Companies like Bet365 are already using these technologies to stay ahead of the competition, offering more personalized and efficient gaming experiences.
- Richer Personalization and Engagement
Personalization has become crucial for iGaming operators looking to boost player satisfaction and retention. By leveraging data analytics, companies can offer tailored game recommendations, dynamic bonuses, and individualized promotional offers. This level of engagement enhances the player experience and strengthens loyalty. Industry pioneers like DraftKings and FanDuel push the envelope by offering highly customized features, such as personalized fantasy sports leagues and bespoke betting options.
- Regulatory Changes and Market Expansion
The constantly evolving regulatory landscape offers both challenges and opportunities for iGaming operators. As more regions legalize various forms of online gambling, companies gain access to new markets. With their large populations and increasing internet penetration, emerging markets like Brazil and Nigeria represent lucrative opportunities. However, navigating the diverse regulations in these markets requires agility and strict compliance with local laws to succeed.
- Enhanced Payment Solutions
With digital transactions becoming the norm, the demand for fast, secure, and flexible payment methods is skyrocketing. From digital wallets to instant banking and cryptocurrencies, players expect payment solutions that offer convenience and security. This growing demand is driving innovation in payment processing, giving operators more opportunities to streamline the transaction process while building trust with users.
Future Implications
The Expanding Role of AI and Blockchain
AI and blockchain are not just current trends, but they are poised to play an even more significant role in iGaming’s future. As AI technology evolves, more sophisticated algorithms will emerge, enabling real-time adaptation to player behavior and preferences. Blockchain’s application may extend beyond transparency and security, transforming game mechanics and player interactions potentially redefining how games are designed and played.
Shifting Player Preferences
Player expectations will continue to evolve toward immersive, interactive experiences. As Virtual Reality (VR) and Augmented Reality (AR) become more mainstream, they will significantly influence the future of iGaming. Players will demand more engaging, lifelike environments, pushing the industry to create innovative game formats and features that offer deeper immersion and entertainment value.
Regulatory Developments
The regulatory environment will continue to evolve, and iGaming operators must stay agile to navigate future changes. New regulations may increasingly emphasize responsible gaming and player protection, influencing platform design and operational practices. A more harmonized regulatory framework across jurisdictions could provide stability while requiring operators to prioritize compliance.
Integrating Emerging Technologies
Technologies like 5G and edge computing are set to revolutionize iGaming by enabling faster, more reliable connectivity. This will allow for more complex game designs and real-time player interactions, opening new avenues for innovative gaming experiences. As these technologies mature, operators will have greater opportunities to differentiate their offerings. The potential of these emerging technologies to revolutionize iGaming is truly exciting and promising for the industry’s future.
Final Thoughts
The iGaming industry is on the cusp of significant transformations, driven by technological advancements and shifting player demands. Innovations like live dealer games, blockchain integration, AI, ML, and enhanced personalization are just the beginning. As the industry evolves, staying ahead of these trends will be critical for operators looking to thrive in an increasingly dynamic environment.
At Digicode, we are constantly exploring new technologies and refining our solutions to meet the evolving needs of our clients. Our focus on adaptability and foresight ensures that our clients are not just keeping pace with the industry—they’re leading it.
The post Innovations Redefining iGaming: What Operators Need to Know appeared first on European Gaming Industry News.
A partnership between game developer Turbo Games and iGaming solution provider and aggregator Slotegrator began in November 2022 via the APIgrator game integration solution. Since then, the collaboration has been developing successfully — and now it’s time to analyze what made it successful.
Turbo Games has noticed how the new technologies spreading throughout the industry can work for the good of brand transparency and player loyalty: “We can already see how blockchain technology has made it possible to make betting checks more accessible to players. All you need is a blockchain-hash and a decoder service. We think we will continue to move in this direction. Many traditional online casinos do not offer the possibility to check the bet. Sooner or later we all have to come to this. Perhaps the development of artificial intelligence will help here, because we are already seeing its involvement in all spheres of human life.”
Turbo Games specializes in provably fair games. Provable fairness is a concept where players can verify their wins or losses using blockchain technology — the outcome of the game is dictated by a smart contract and is absolutely random, barring the possibility of any human involvement. Using cryptographic hashing algorithms, the gambling site and the player’s device both generate seeds (random strings of numbers). Players receive a key that allows them to check the results; if the results are the same as the game round they witnessed, it proves that there was no foul play.
According to statistics from Turbo Games, the audience for provably fair games is mostly between 18 and 25 years old. However, there are also players aged 35-40 who prefer traditional games but would like to try something new, and have turned their attention to provably fair games.
There are good odds that the technology of provably fair games will become more popular, if not even commonplace, because it gives players a feeling of transparency and proves that the business is trustworthy without the need to search through dozens of reviews. Whereas many innovations in iGaming simply add entertainment, provable fairness addresses security concerns and reassures players that they’re not being exploited, which is invaluable.
Provably fair games are beneficial for both players and online casinos. Vadim Potapenko, Head of Sales at Turbo Games, comments: “It often happens that the users are not satisfied with the result, because gambling is not only about big wins, but also possible losses. By allowing them to check the fairness of a bet, we make life easier for platforms and players. Of course, this allows us to communicate with partners and users that we work honestly and that’s why they should trust our games.”
Ayvar Gabidullin, Business Development Manager at Slotegrator, adds that “this type of game is now becoming more and more popular and has great potential for both players and game providers in the future. On the part of the player, the advantage is that the player can always be sure that his game is fair and he can independently check any of his bets. And for the game provider, this also simplifies the process of implementing casino games, since now it will not be necessary to obtain the appropriate certificates from independent laboratories before launching new games, they can immediately enter the market with these games and where anyone can check the result and make sure that that there is no cheating with players. Many game providers are starting to look towards this type of game. And as far as I see, many operators are starting to think about adding these games.”
What do players in 2023 need? The iGaming industry is all about reputation and trust. Players have a huge number of platforms to choose from, making them pickier and pickier. There’s an abundance of forums where players leave reviews, so if players view a brand as untrustworthy, there are plenty of places they can share their opinion. Provable fairness not only stops that from happening, it provides evidence to the contrary, giving players something else to talk about.
Slotegrator also recommends investing time and effort into localization and creating an effective and detailed marketing strategy — before trying provably fair technology players need to get to the platform, and there is no acquisition without marketing.
ABOUT SLOTEGRATOR
Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.
The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.
The company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games, and data feeds for betting.
Slotegrator also provides consulting services in gambling license acquisition and business incorporation.
More information: https://slotegrator.pro/
ABOUT TURBO GAMES
Turbo Games — a provably fair games provider that belongs to Turbo Stars company — has an ambitious goal to establish widespread recognition throughout the iGaming world. Even though it is young, the company consists of professionals who have been working on the brand for over five years and are even planning to introduce a new brand for a wider audience soon.
Turbo Games also works in Europe, India, and South Africa, where the company sees the most potential and expects the same “hype” as in Brazil.
The portfolio of Turbo Games consists of 21 titles, including well-known games like Mines, Crash X, DoubleRoll, Hi-Lo, and Plinko. The studio releases a game every month. However, not all games are developed from scratch. Wicket Blast and Spin Strike, the last two releases, are based on cricket and the Indian Premier League. Crash X remains the most popular fast game in the Turbo Games portfolio, and the studio reports that crash games enjoy stable levels of popularity. Overall, the main focus of the brand is provably fair games.
More information: https://turbogames.io/
Looking to take your career to the next level in the games industry? Then, Nordic Game Talents is the place to be! Games Factory Talents has teamed up with Nordic Game to bring you Nordic Game Talents.
From Oct 27-29, the online and interactive event is dedicated to recruitment and career building in the creative & games industry within the Nordic region. The event empowers participants to be part of a bigger community and motivates them to explore new paths in achieving their career goals.
Hiring creative & games studios – Supercell, Funcom, Panzerdog, Tactile Games, Gamecan, Fingersoft, Dazzle Rocks, Redhill Games to name a few from the Nordic region will be participating in the event. These studios will share information on their latest projects, work culture and what it takes to be part of their team. The individual games associations from Finland, Denmark, Sweden, Norway and Estonia will share insights through live sessions on the booming games industry in their respective countries. Career development topics pertinent to job seekers like – How to have a successful first interview, Creative Portfolio reviews will also be discussed.
Experienced game industry professionals and individuals beginning their careers from around the world are welcome to join the event. One-to-one interviews with the hiring studios can be scheduled through the event platform. A great opportunity to get to know the studios and network with game professionals from around the world.
Participating in the event
As a job seeker attending Nordic Game Talents, take a few minutes to fill out a simple registration form. After filling the registration form you will receive a link to the online event platform – PINE, to join the event on 27th October. Participants joining Nordic Game Talents will also receive a free-of-charge pass to the Nordic Game Conference.
To view the complete agenda, please click here and to learn more about the event please visit Games Job Fair
About Games Factory Talents
A Helsinki-based talent attraction agency dedicated to the games & creative industry. Our services include direct recruitment, organizing game job fairs and managing a community of game industry professionals through our GameDev Talent Board.
To learn more about Games Factory Talents visit – Games Factory Talents
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