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14 March 2010

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Affiliate giants plan industry standards group
29/05/2009

Stephen Carter

Four super affiliates that claim to together control 80% of UK bingo affiliate traffic are discussing joining forces to negotiate with operators collectively, eGaming Review can reveal exclusively.

Bingobase, Bingoport,  Superfreebingo and Unlucky For Some are currently in talks under the working title of the Bingo Affiliates Group.
 
Superfreebingo managing director Chris Wesson told EGRmagazine.com: “We’re not trying to scare operators or say, ‘we will only work with you if you do x, y and z.’ Far from it. What we’re saying is ‘let’s make it fair from the beginning, before you change the rates on us, let’s have a discussion, at least negotiate’”.
 
Wesson suggested that the group look at the issue of a lack of compensation to affiliates for inactive players they have provided which operators have simply cross-sold onto other platforms and reactivated.
 
A code of best business practice designed for both operators and affiliates should also be on the agenda for the industry, suggested Wesson. Top of the list should be a clause that operators will have to discuss any proposed change in commission rates and negotiate with affiliates.
 
“Historically, affiliates have been one-man bands working from home. But the industry is changing, growing up, they’re turning their affiliate businesses into proper companies. As a result, super affiliates who drive large volumes of traffic and have recruited people, want to be treated fairly and as any other company would be,” he said.
 
In other affiliate news, EGRmagazine.com published new research today showing that nine out of ten affiliates still prefer revenue share to any other kind of commission structure (more).

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Posted: 29/05/2009

User comments

cap@gamble.co.uk

>Four super affiliates that together control 80% of UK bingo affiliate traffic<

Oh, no they don't! Tht's a pretty arrogant statement and one they will not be able to substantiate.

» Report this comment

phil@i-ludus.com

hahahhahha

"Four super affiliates that together control 80% of UK bingo affiliate traffic"

Errr, I don't think so guys.

» Report this comment

raj@digitalprophets.co.uk

Hmmm - 80% is highly exaggerated. Bingo Affiliates Group is merely a facebook group, talking shop if you like. A group where we have discussed bingo offers, content stealing, and the merits of certain conferences. We have not discussed codes of practice. The group also consists of a bunch of other affiliates too. It is casual, inclusive and has no agenda. Come join us! We're not Giants! :)

» Report this comment

nickie.shute@hotmail.co.uk

Is the group restricted? Are all welcome? And if so where is the link ;)

» Report this comment

David

Also, if we join the facebook group, are we entitled to a cut of the 80% of super 4's traffic, or do we have to donate some of our own to up make the percentage really impressive?

» Report this comment

Chris

Hi Nickie,

Please email me or Raj for information on joining our group :) - all bingo affiliates welcome :)

Cheers
Chris

» Report this comment

Anonymous

My email is chris@littlestarmedia.com

» Report this comment

Unluckyforsome.co.uk

The 80% figure seems a little far fetched as Raj says, I doubt this was actually claimed.

I think the main focus should be on discussing how the bingo industry is involving and how us affiliates stand with the ever increasing business of cross selling and revenue cuts. This was the main reason the FB group was started and maybe with more affiliates backing it, we can have a bigger say it how this business moves on in the future.

» Report this comment

justbookies.com

Any pressure group that ensures operators do not take the mickey out of affiliates has to be a great idea. The balance of power lies with the operators and one or two have behavied despicably in the past (and present). This pressure group is a great idea and while I appreciate it is launched from a base of bingo affiliates you should broaden your net to be a pressure group representing all betting affiliates (sportsbook, poker, casino and bingo).

» Report this comment

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