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Gaming Innovation Group extends partnership with Merkur

The new tool searches websites for affiliate content while looking at links, igaming code, red-flag terms and regulatory requirements from different jurisdictions.

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Gaming Innovation Group (GiG) has announced an extension to its partnership with German operator Merkur, focusing on GiG Comply, an automated affiliate marketing compliance tool.

GiG Comply aids operators like Merkur in ensuring compliance with Germany's strict igaming industry regulations.

Merkur, a brand within the Gauselmann Group, emphasises brand protection as a priority in the regulated German marketplace. The Gauselmann Group offers various gaming products, such as classic and virtual slot games, money gaming machines, arcades, casinos, gambling houses and sports betting.

GiG Comply is an automated solution that scans web pages for affiliate content, examining links, igaming code, red-flag words and regulatory requirements across various jurisdictions.

By analysing affiliates' campaigns, GiG Comply's rules engine provides operators with insights into the promotional content used in their brand's marketing.

GiG's affiliate business, GiG Media, is a global affiliate marketing operator in the igaming industry which aids partners in generating qualified traffic through multiple channels like SEM/PPC and social media.

Recent growth includes a strategic partnership with News Corp in the UK and Ireland, integrating AskGamblers following acquisitions from Catena Media.

Jonas Warrer, CMO at GiG, said: “The need for operators to protect their brand is at a critical stage in the evolution of the industry and we’re delighted to be trusted by so many big players to look after such a pivotal function.”

Martin Collins, Affiliate Lead at Merkur, said: “Compliance is a key factor across many markets now, particularly in Germany. We are pleased to continue growing our business with the trusted help of GIG who bring to the table a wealth of knowledge making this partnership easy and enjoyable.’’

GiG revealed its financial results for the second quarter of 2023 in August.

The report indicated a total revenue of €31.1m ($34m), showcasing a substantial 40% growth compared to the same period last year.

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