Genesis Global Casinos Leave UK Market
Published On 6th December 2022
Over the last few years the UK casino affiliate industry has seen a massive change and those changes keep coming. This week we've learnt that Genesis Global Limited, a company that runs brands such as Sloty, Casoola, Kassu and SpinIt have announced their departure from the UK market. For UK players this means that they'll no longer be able to play at these particular sites as of the 7th December whilst UK affiliates will no longer earn revenue from the company. Additionally we've learnt that affiliate platform Revenue Giants is closing down. This is on top of unscrupulous big brands like Paddy Power, Betfair and BetVictor deciding to terminate relationships with partners often with no notice. It makes you wonder just how far down the drain things are going to go?
The Demise Of Genesis Global In The UK
Genesis Global's exit from The UK market isn't that a big surprise. Over the last couple of years we've seen a number of casino brands such as Bgo.com, ComeOn, Vera&John, Dunder Casino and Intercasino abandon the UK market or simply close down. Some of these closures, especially in the case of Bgo, have followed investigations by The UKGC and the imposition of fines. In 2020 Genesis Global had their UK license suspended for three months whilst the group implemented "significant compliance improvements". Despite these improvements investigations continued and concluded in a "£3.8m fine, a warning and an additional licence condition demanding further auditing" (UKGC). Whilst there's no indication of further compliance issues if something has arisen during further auditing then it's probably cheaper for Genesis to hand back their license rather than risk another fine or The UKGC pulling the plug. Although we do wonder whether The UKGC can still impose fines for failures of a company during their license period even if they've handed it back?
Affiliate Compliance
Over the years we have featured some of the Genesis Global brands here on Loquax and also on other sites. Up to their suspension they actually performed OK, but interestingly after suspension they didn't do anything of note. One positive was that they did have an active affiliate manager who was always on the ball with regards to fixing any compliance issues, no matter how minor. What is quite intriguing within the casino and bingo affiliate world is that the worst programs tend to have the most engaged affiliate managers. The better, or at least more well known brands, seem to have total inept idiots pretending to have some kind of management skills. We were always happy to fix any compliance issues so we don't buy into the reasonings of Bet365, Betfair and Paddy Power when they use compliance as an excuse to terminate partnerships. Of course relationships can be terminated but the key is the manner of the termination. We actually removed ourselves from Genesis Affiliates but did so in a polite way and happily removed their brands from our sites with no bad feelings from either side. That is how it should be!
Bingo & Casino Affiliates In 2023
We suspect that 2023 could well be our last year as an affiliate in the online bingo and casino industry. We can't compete against multi-million pound affiliates companies like Catena and XL Media especially as our options for marketing are severly hamstrung. This means our only battleground is SEO and content but our ability to win there is again difficult. If we don't get enough traffic then we can't generate enough players which then sees the likes of Betfair, Paddy Power and Bet365 stop working with us and close off our income. If our income gets cut off we have to cut our cloth accordingly thereby reducing our resources. Of course we can promote alternative casinos, such as Sloty and SpinIt, but we don't rate them as well as the well known brands and so we don't push them. The result is not a lot of good brands for us to promote whilst the big affiliates get a clearer run on everyone. The lesser affiliates then have to fight for players from a smaller pool. We become more and more demoralised until eventually other operators close or limit their affiliate options. At the end of the day we simply want to provide a honest service that generates a living but that is becoming harder and harder to do. Now we don't like to go down without a fight but when you then read time and time again about operators terminating affiliate accounts or leaving The UK market it does feel easier to pack it all in.
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