How to Build a Compliance-First iGaming Website
Building a successful iGaming website goes beyond creating strong SEO and compelling content for players. Publishers and affiliates must ensure that every website page meets the regulatory standards required by the iGaming operators, licensing authorities, and players.
A compliance-first approach to creating an iGaming publishing website means that compliance will be incorporated into the development stages of the website. All aspects of the website, from the content to the affiliate links and responsible gambling messaging, should be compliant with regulatory expectations.
The result will be a website that not only meets the necessary regulatory standards but appeals to iGaming operators looking to partner with publishers who prioritize compliance.
What Is a Compliance-First Website?
A compliance-first website will be designed with compliance in mind from the start of the website development cycle.
Rather than dealing with compliance issues after the website goes live, implementing compliance into the way the website functions will ultimately save publishers time and effort in the long run.
Benefits of creating a compliance-first website include:
Reduced risk of regulatory issues
Improved content accuracy
Better relationships with operators
Increased user confidence in the content
Simplified compliance and auditing processes in the future
Creating a compliance-first website ensures that compliance is part of the publishing process of a website.
Build Clear Editorial Standards
All website content will be published under a set of editorial standards that will define the different aspects of the content.
Writers and editors will follow these standards to ensure that all content is consistent across the website.
Keep Operator Information Updated
As the iGaming world changes, so do the operators’ offers and availability. Publishers must ensure that all operator information is up to date on the website.
By keeping all information current, the website will provide an improved user experience and ensure compliance with operator regulations.
Include Responsible Gambling Resources
As with all gambling content, publishers have a responsibility to include responsible gambling resources on the website.
These could include links to responsible gambling organizations or responsible gambling tools for users.
Making this content visible on the website will demonstrate to operators that publishers care about responsible gambling and meet the regulations surrounding it.
Make Affiliate Relationships Transparent
Publishers must make affiliate relationships on the website transparent to readers.
By making the relationships and management of affiliate links visible on the website, the publisher will gain the trust of readers over time.
Design for Geographic Accuracy
As operators have geolocation restrictions, the website must ensure that the content is accurate to each operator’s geographic markets.
Content that is accurate to the geographic markets in which an operator is active will provide the users with the best experience and ensure that the website remains in line with compliance standards.
Create a Content Review Workflow
Every article that is published on the website should go through a content review process before it is live.
The review process will ensure that the content features up to date affiliate links, accurate licensing information, and responsible gambling messaging.
Monitor Affiliate Links
All published affiliate links should be regularly monitored to ensure they are working and offer the promotions listed on the website.
If any affiliate links stop working, the website will have to update the content to ensure that the user experience is maintained and revenue is generated.
Document Every Change
Maintaining a document that tracks all changes to the content will make it easier to pass a compliance review in the future.
By documenting every change to the content, publishers will save themselves time and effort in the long run.
Use Automation Tools
As the websites grow in size and complexity, it can become difficult for the publisher to manage the content manually.
Automation tools can manage certain aspects of the website that reduce the effort needed from the publisher to maintain the site.
Educate the Publishing Team
Compliance is the responsibility of everyone on the publishing team.
All team members should be trained in the compliance aspects required of them in their role. This will ultimately result in fewer compliance issues for the website.
Perform Regular Website Audits
Regularly auditing the website will ensure that any issues can be caught before they impact the users of the website.
By auditing the website periodically, the team can maintain the website’s compliance with regulatory authorities.
Monitor Regulatory Developments
Regulations for the iGaming industry are continuously changing. Publishers need to be aware of these changes.
By monitoring regulatory developments, publishers can quickly adapt the content to the regulations to remain in compliance.
Use Analytics to Support Compliance
Analytics can reveal regulatory issues that the publisher may have otherwise not considered.
By monitoring the analytics for the website, publishers can address compliance issues in time to maintain the website’s regulatory standing.
Common Challenges
Publishers commonly struggle with the following challenges:
Updating website content inconsistently
Forgetting to include affiliate disclosures
Publishing outdated promotions
Ignoring geographic restrictions for operators
Not conducting regular website audits
These issues can be addressed to improve the compliance of the website.
Future Trends in Website Compliance
The future of website compliance will rely on automation tools and technologies.
Some of the future developments in automation include using artificial intelligence to monitor the website, automatically validating content, receiving notifications about regulatory changes, receiving compliance score reports, and creating intelligent publishing workflows.
These developments will make it even easier for website publishers to remain in line with regulations as the iGaming websites continue to grow in size and significance.
Best Practices for Building a Compliance-First Website
To build a compliance-first website, publishers should follow these best practices:
Establish editorial content standards
Verify operator information
Review all affiliate links
Include responsible gambling messaging
Conduct regular website audits
Monitor regulatory updates
Train all departments
Automate compliance tasks
Each of these practices will ultimately create a stronger, more compliant website.
Final Thoughts
A compliance-first website will give publishers a strong competitive advantage in an increasingly competitive publishing industry.
By making compliance a priority when creating and managing a website, publishers will create valuable, reliable content for their iGaming industry audiences and build better relationships with iGaming operators.
As the industry continues to evolve, publishers will need to remain informed of regulatory changes and developments. Compliance is not something implemented after the publishing of content. It is a mindset that should be applied to the creation and management of an iGaming website.