RAKEBACK OPPOSITION FROM WILL HILL
3 July 2009
Online poker exec calls for stricter policies
The chief operating officer of UK online gambling group
William Hill Online.com, Peter Marcus, has appealed to
colleagues in the Internet poker sector to clamp down on
the use of rakeback by affiliates and poker skins.
In an interview this week with the publication EGR,
Marcus called on operatoirs to “get together and be
strict” on allowing affiliates and poker skins to offer
rakeback as he criticised a rewards model that
incentivises players by offering to return a share of
the operator's rake. Marcus characterised the practice
as cannibalising poker traffic and failing to attract
the new players he felt were needed to develop the
market further.
Commenting that networks and
licensees have to find ways of rewarding loyalty which
don’t encourage the player to constantly switch venues,
or which involve stealing each other’s customers, Marcus
said: "It’s going to take time and be tough to get
there, but the whole industry has to get together and be
strict on this.”
Marcus claims that rakeback in
its present form “has a limited shelf life” and that
“licensees who just want to give rakeback and not spend
money on marketing will find it’s not going to work,
because someone coming up behind working on smaller
margins will just steal their customers.”
“It’s
the wrong way of building a sustainable industry – you
do this by brand marketing, giving great customer
service and rewarding customer loyalty,” he added.
Online Casino News Courtesy of
Infopowa
More news here.
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