BGO Improves Affiliate Compliance With Rightlander Tracker

By Brian Cullingworth, Last updated Mar 6, 2018

Innovative new tracking product works for operators and affiliates

Online casino operator BGO Entertainment is the latest industry company to take the innovative Rightlander tracking software on board, which will enable it to ensure affiliate marketer compliance with growing regulation.

Rightlander is a landing page tracking platform that allows affiliates as well as operators to effectively and efficiently identify broken landing pages, or those that have been significantly altered or have lost relevance. It does this by following links to the merchant’s website, scanning the page, and storing the image and data in an intuitive dashboard.

A statement this week from BGO notes that the product will help the operator improve affiliate compliance and boost its responsible gambling measures.

The technology scans any website and builds a list of locations an operator’s brand is mentioned or linked to. It follows each link to its final destination on the website, takes a screen shot, and stores it in a personalised library.

This will help BGO discover affiliate websites linking to its pages that it is currently unaware of, allowing the operator to ensure the affiliates sending traffic to its site are fully compliant and acting responsibly.

The platform also allows the operator to define “compliance violation events” that notify the operator automatically when Rightlander discovers matching content on any of the websites found linking to them.

By using Rightlander, BGO says it is able to demonstrate to the UK Gambling Commission and other regulators that it is doing all it can to ensure the affiliates sending traffic to its websites are acting responsibly.

Rightlander founder, Ian Sims, said: “Online casino operators understand the onus is on them to ensure their affiliates sending traffic to their sites are acting responsibly, but monitoring and managing all of this is a tall order.

“The Rightlander platform takes the hassle out of ensuring affiliate compliance.”

Allan Turner, chief marketing officer at BGO, said: “We understand the importance of making sure that consumers get the right information about the offers that our affiliate partners promote for us on our behalf.

“To make sure that is the case, we have partnered with Rightlander to help us ensure that every listing for our sites is accurate and compliant with Gambling Commission guidance.”

Brian Cullingworth

Infopowa news was a staple of Casinomeister’s news from 2000 until 2019. Brian Cullingworth was the main writer, contributor, and was one of the most knowledgeable persons I have ever known involved in the online casino industry.

We first met in January 2001 at the ICE in London where I observed him going booth to booth interviewing online casino, software, and licensing jurisdiction representatives. Brian was also heavily involved with our forum as “Jetset“, he was involved as an informal consultant to eCOGRA, the OPA, and was a player advocate who assisted countless aggrieved players with his connections to industry folks. He also published “Casino Cautions” via Infopowa news for quite a number of years. These can be found in our news archives.

His passing in February 2019 was a dark day for us. He will be forever missed.

CasinoMeister heart Top 5 casinos


325% Slots Bonus on 1st, 2nd and 3rd Deposit

3Dice Casino

110% up to $110 Welcome Bonus


300% Slots Bonus up to $3,000 on 1st, 2nd and 3rd Deposits

Roaring 21 Casino

400% up to $4,000 + 100 Free Spins Welcome Bonus Package