Gaming Innovation Group (GiG) has joined forces with Betfred in a deal which will see the UK operator recruit the services of the Malta-headquartered firm, GiG Comply marketing compliance tool.

The web based technology inspires organisations to improve their compliance measures by monitoring third party marketing activities, with Betfred being the latest in a string of tier one operators who have signed up.

Adele Farrell, director of compliance at Betfred, said on the agreement: “Protecting players and abiding by regulations has never been so important – so we are happy to be working with GiG Comply.

“At Betfred, we want to ensure that our affiliate partners are working in a responsible and compliant way, and GiG Comply is the most effective and efficient way for us to monitor the content they are publishing for our brand.”

While supplying Betfred affiliate clients with an automatic site-scanning solution to easily review advertising campaigns while helping meet compliance needs, GiG Comply will be working with heightened advertising regulations, requiring operators to ensure responsible marketing practices.

Furthermore, the technology will grant the firm the ability to scan the internet to ensure its brand is not advertised in a non-compliant manner or on non-compliant sites.

Richard Brown, chief executive officer at GiG, added: “We are delighted to have partnered our technology with tier one operator Betfred. It’s a clear sign that Betfred are continuing to take affiliate compliance seriously, and we are proud to be contributing to their efforts.”

GiG confirmed last week that to had moved to replace its chief executive officer in Robin Reed, who subsequently left his position on September 5, 2019.

Reed was duly replaced by chief operating officer, Richard Brown, who is in turn to assume the position of interim CEO, as the organisation has stated that it has begun the search for a replacement, which will be overseen by corporate chairman, Petter Nylander.