Gaming Innovation Group to launch affiliate business in New Jersey
Operator says it is confident it can replicate its European success in the US
Gaming Innovation Group (GiG) has announced plans to launch its affiliate business in New Jersey after securing approval from the state regulator .
The operator announced this morning it had received affiliate vendor registration from the DGE, allowing it to refer traffic to operators on a cost per acquisition (CPA) basis.
GiG said its media services arm had been building up “portfolio assets to target the US” over the past 12 months, and the license was the first step towards monetising those websites and marketing channels.
The firm is already licensed in New Jersey to provide its sports and casino platform services to the Hard Rock AC property.
“New Jersey is an attractive market for affiliation,” said GiG’s chief operations officer Richard Brown.
“We are excited to receive our vendor registration, enabling us to start referring traffic to the operators in this jurisdiction. It is an exciting opportunity for us, however we expect the state-by-state legalisation of sports betting to materialise at a slow rate. There is strong competition in the market, but we are confident we can replicate, in the US, the success we have achieved in the highly competitive European markets.”
The New Jersey affiliate market, which offers famously high CPAs, is currently led by Catena Media which estimates it accounts for more than of 70% of the online casino affiliate market.
GiG said it would launch its affiliate business in other states in turn.