The affiliates are far from happy at GVC
Leading game operator with questionable attitude
GVC Holdings, a leading e-gaming operator in both B2C and B2B markets has been ruffling the feathers of affiliates everywhere. With big casino games and brands under its umbrella, and operating its largely Playtech games through the beehive and bwin gaming platform, GVC has annoyed many of its affiliate partners, who have had their lifetime rev share snatched away in the time it takes to say – “Cashcade.”
After the recent closure of Cashcade, GVC’s Bingo Brands affiliation program, Affiliates were given few choices and a hard pill to swallow. Told they only had a few days to remove all GVC promotional materials from their websites, they also discovered their lifetime revenue sharing contracts were null and void.
GVC has been far less than forthcoming with their own comments on the issue and at LAC this year’s London Affiliate Conference, failed to give affiliates the answers they were looking for. In an explanation squeezed from the operator’s Head of Bingo, GVC affiliates found out that the lifetime revenue sharing scheme was no longer feasible for GVC Holdings.
Big bingo affiliates, including WhichBingo have stated openly that they will no longer be promoting GVC brands. Back in 2010, Bwin affiliates also felt cheated, when retroactive modifications to the bewinners affiliate program were made. Under new T&Cs, an affiliate lost the player commission, if players failed to deposit for 90 days. Not only this but a minimum quota was introduced to affiliates and contracts were terminated, if they failed to bring depositing customers for 3 months.
Now that Bwin is under the same roof as GVC, it begs the question that the change in attitude towards affiliates may be coming from the influence of Bwin and has raised many eyebrows in the affiliate world. The affiliates who remain one of the key factors in bringing new players, are not amused.