Rightlander Launches in Sweden

By Simon Wright, Last updated Jan 26, 2021

Affiliate compliance specialist, Rightlander, has entered the recently regulated Swedish market with tier one operators LeoVegas and the Kindred Group.

Sweden launched its regulatory framework on the turn of the new year with LeoVegas and Kindred’s Unibet, Maria Casino, iGame, Bingo.com and Storspelare Casino brands among the first to go live.

The partnership allows both operators to ensure that the affiliates promoting their brands to players in Sweden are doing so responsibly and compliantly.

Rightlander’s proprietary technology scans affiliate websites across multiple geographies and builds a list of locations the operator’s brands are mentioned or linked to.  It then analyses text on the page linking to their brand providing them with information that is relevant to compliant requirements by territory.

This will help LeoVegas and Kindred discover affiliate websites linking to their brands, including those they are not currently unaware of.

Ian Sims, founder of Rightlander, said: “As we have seen, some operators have already fallen foul of marketing rules and guidelines in Sweden, so it’s great to see two of the largest operators in the market take steps to improve their approach.

LeoVegas and Kindred already use our compliance tools in other markets such as the UK, so we are thrilled they have extended this to Sweden where there is huge potential for operators, and affiliates, that play by the rules.”

Ryan Henderson, Head of Affiliates at Kindred Group, said: “As a licensed operator in multiple jurisdictions, we take compliance very seriously and expect our Affiliate partners to share our values of Responsible Gambling and Sustainability. Working with Rightlander has allowed us to improve our monitoring process and ensure we remain compliant in all markets.”

Remko De Boer, Head of Affiliates at LeoVegas, said: “Compliance is key to the LeoVegas philosophy and when it comes to affiliate compliance Rightlander is yet another step LeoVegas is taking in improving the monitoring process of our affiliate partners and ensure compliance.”

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