Certain European markets tough to forge affiliate relationships, according to experts
Industry advisor Triston Smook names Denmark and Greece challenging markets while Mr Gamble CMO Paul Puolakka insists regulators have an important role to play
Denmark and Greece are some of the most difficult regulated markets for operators to engage with affiliates, according to industry advisor Triston Smook.
Smook named both countries as difficult markets for affiliates on Wednesday,15 May, while at the NEXT Valetta event, as he pointed to markets that require a “lot of manpower [and] a lot of effort”.
Smook revealed the reality of affiliate/operator relationships, which, he said, require a “lot of work”.
Smook explained: “There are good ones and bad ones [markets]. There are ones that require a lot of work, a lot of manpower, a lot of effort.
“Sometimes the rewards are not the best but it’s part of having that licence, part of your reputation following the rules.
“I would say Denmark is super difficult, Greece is also a very, very challenging market. In Greece you have to have an affiliate and an operator licence. Then there are easier ones.”
In terms of less complex operations, Smook looked towards Latam as an ecosystem that he thinks is beneficial to both sides of the relationship.
He said: “I always like to reference Colombia. I think it’s a good market because it’s regulated and there’s not much time taken on your part as operators to manage them [affiliates].”
On the same panel at the event, Mr Gamble chief marketing officer Paul Puolakka highlighted the importance of having a strong regulatory framework in place to ensure a positive operator/affiliate partnership.
He said: “It all depends. Rigidity is a good approach, in my opinion, because it makes operators liable. What I recommend is an approach where we involve operators and affiliates in the market to do their own due diligence.”
EGR recently released its Power Affiliates 2024 list, with Better Collective retaining its top spot from the previous year.