Joonas Karhu, Chief Business Officer of Bojoko, has launched the Professional Gambling Affiliates Association (PGAA). This is the first organisation that looks to improve the relationship between affiliates and operators while also offering contractual security.
Karhu formed the association after noticing an imbalance emerging in the relationship between operators and affiliates. One of the main roles of the PGAA will be to call for more fair terms and conditions and contractual security when affiliates promote operator brands.
There are currently no such agreements. Affiliates often have to sign one-sided agreements that are subject to change at any moment. Fees can be increased with little notice, and revenues can be slashed. This is an imbalance that does not occur in other B2B industries, and it can make it difficult to invest in growth and sustainability as an affiliate business.
The Professional Gambling Affiliates Association will aim to create a contract that will be used by its members when promoting operating brands. Bojoko has agreed to cover the legal costs of creating the contract – including potential reviews and amendments that might be required in the future.
Karhu said: “The situation online gambling affiliates face is unprecedented when compared with other industries and sectors. Running a business without a secured contract is simply unsustainable and puts organisations and their employees at great risk.
“By creating the PGAA, I hope to be able to provide the contractual security that affiliates need to be able to promote operator brands and be confident that the players they send and the revenues they generate are secured over time.
“I am now calling on all affiliates to join the PGAA and for operators and other industry stakeholders to support the association and its mission to level the playing field for affiliates and to provide the contractual security they need and deserve.”
