Statement from GVC Holdings Following Cashcade Affiliate Program Closure

Following a recent publication in relation to the closure of the Cashcade affiliate program, GVC Holdings has contacted Casino News Daily with a statement on the matter.

Here is the complete statement sent by the gambling operator:

Following a review of our marketing operations it was concluded that the Cashcade affiliate programme, was no longer fit for purpose.  The platform lacked basic technical capabilities which inhibited the successful management of an internally managed affiliate programme.  The decision was therefore taken to permanently close the programme, in accordance with its terms and conditions. Given Foxy Bingo’s prominence in the territory over a number of years and following discussions with a number of our bingo affiliates, it became apparent that an affiliate marketing programme would be of limited benefit to our bingo marketing strategy.  Therefore the decision was taken to cease all bingo affiliate activity and focus on other channels.

As part of our review we identified a role for affiliate marketing within our overall marketing mix to promote Foxy Casino as a distinct casino brand. To this end we engaged with ActiveWin to launch a new affiliate programme.  The ActiveWin platform offers significantly superior capabilities for both our business and affiliates who partner with us. It provides greater flexibility, better access to data and analytical tools and – not least – the ability to ensure affiliates receive rapid payment for the traffic that they drive to us.

While we understand that some affiliates are unhappy with our decision to close the old bingo programme – which predated our engagement of ActiveWin – we made it in the best interest of the business.

We have secured deals with a number of affiliates for the new Foxy Casino programme which will launch in conjunction with our new marketing campaign which unveils Hollywood A-lister Heather Graham as the new face of Foxy.

The closure of the Cashcade affiliate programme has no impact on other affiliate programmes run by GVC owned brands.

Casino News Daily welcomes opinions and comments from all involved parties.

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