It would seem that in the world of online bingo, it is the affiliates that are being made to pick up the bill of the new tax that is being levied against operators.
We have already seen Foxy Bingo, Sky Bingo and a number of other big operators dump affiliates and now it’s the turn of the smaller operator.
The latest is Carlton Bingo, a brand that only launched on the Jumpman Gaming software In June 2016.
Notification From Carlton Bingo
The notification of the affiliate program closure came from the team at 15 Marketing, the people who manage all of the sites under the Jumpman Gaming software. However, on previous occasions, responsibility for notifying affiliates of closure was shirked by 15 Marketing.
The following email was received
Carlton Bingo (www.carltonbingo.com) will be closing their affiliate program on the 31st of December 2017.
Carlton Bingo have chosen this route in light of the recent UKGC and ASA instructions surrounding adverts that may appeal to under 18s.
The lack of vision with regards to affiliate adverts and promotion gives the company cause for concern and resource allocation to manage the program is not available in the short term.
The question now is whether this has set a precedent for other sites on the same network to make the decision to close their affiliate program because they don’t have the resources to ensure they are compliant? Time will tell.
Carlton Bingo Still Playable
Whilst the affiliate program may be closing, the actual site isn’t. It will continue to benefit from the players that affiliates attracted to the site.
Carlton Bingo is probably hoping that it can convert enough players from their 13 retail bingo clubs: