Sky Gaming and Betting Affiliate Programme Terminated

Sky Betting and Gaming today announced the termination of their Sky Betting and Gaming UK Affiliate Programme, also known as 'Affiliate Hub'. Their affiliate programme will cease to operate as of 2nd October. 

In a statement issued today, a notification sent to their affiliate base said, "As you will be aware, the regulatory landscape in which the industry operates is developing and maturing and operators are experiencing increased obligations regarding their regulatory responsibilities and level of compliance".

"In order to continue to operate in a compliant manner, we feel that operating the Programme is no longer viable and that managing the output of affiliates presents a significant risk to our business from a regulatory perspective. It is for this reason that we have chosen to terminate the Programme".

In a further statement, Sky indicated: "This difficult decision has been taken to give us more control of our marketing outputs and standards to ensure that we can continue to meet the changing regulatory requirements in our sector".

Sky were required to give their affiliates 30 days notice on the closure of their programme, which has now been done. The decision however has been met with some level of confusion as to why a stratyegic decision like this has been made on one of Europe’s leading performance marketing networks that has been in operation since 1997.