Ladbrokes Affiliate Account Termination Clause

[Aussie-Dave]

Just been checking out a few of the threads over at GPWA under the AGD forum. Namely the Ladbrokes Thread.

Seeing I'm no longer a member there and can't post, I thought it would make an interesting topic of discussion here.

IMO if an affiliate signs up a legitimate player that affiliate should be paid commission on the life of a player. However it seems Landbrokes have worked out a way to screw the little guys once again. If an account does not produce the quota of players over three (3) months Ladbrokes (at their own discretion) may close the affiliate account.

This basically means that any small affiliate even if they have sent legimate players who still deposit will lose their commision if Landbrokes decide they don't meet their sign-up quota.

There could be many reasons why an affiliate has not been sending players on a regular basis. Could well be someone has simply thrown a Ladbrokes banner on a site (not target to gambling) and ocassionally gets a player. What really gets up my nose over this issue is, Landbrokes would not have the player/s if the affiliate did not sign them up.

NB - By closing and affiliate account Ladbrokes are effectiveling stealing an affiliates rightful commisssion on any of their players who turn a positive NetGaming for Ladbrokes.

So where does Ladbrokes figure they should not honour payment to this affiliate for the life of a player?

Is this nothing more than an excuse to shaft small affiliates?

 

[CarmelS]

This is unfortunately something that quite a number of programs are introducing and whether that is their intention or not, it totally works out against smaller affiliates.

At Club Gold Lifetime means lifetime - we will continue to pay affiliates their commission for as long as the Casino continues to receive revenue from their players. Their is no other meaning to the term Lifetime Commission!

 

[Vladi]

It is not a good policy and it is one I don't like. However I don't think it is a new retroactive clause that they have introduced into their terms is it? Everyone who signed up for it did so with their eyes open (unless of course they didn't read the terms).

At Club Gold Lifetime means lifetime - we will continue to pay affiliates their commission for as long as the Casino continues to receive revenue from their players. Their is no other meaning to the term Lifetime Commission!

Opportunistic and cynical marketing aside, that is something that you (or anyone else) cannot guarantee. All it takes is a sale to new owners, a new manager, a close of business, or any number of other things that could render that policy either changed or worthless. In fact it is almost inevitable - the longer you go, the more likely it is that one of those things will occur.

The longer I am in this industry the more attractive CPA payments become.

 

[Aussie-Dave]

The longer I am in this industry the more attractive CPA payments become.

Even CPA can turn into a fight for legitimate earnings these days. In addition, most programs enforce a min deposit rule to seal the deal. EG - A player who doesn't drop $50 you get no CPA. The casino however gets a free player.

This industry is getting more cut throat as each month passes.

It's like minnows swimming in the shallows looking out past the reef and watching the sharks tear each other to bits.
All the while knowing the tide will soon, force them out there too.

 

[Vladi]

I know the pitfalls of CPAs but in the end its about player value. If (and its a big if) you can get more per CPA than your average player value then I believe you should take it in this environment.

The problem is it is difficult to estimate player value because no-one knows how long the players will keep playing, nor how long the affiliate programs will either stay in business or continue paying commission under the deal you signed up for. All you have to go on is past performance and gut instinct!

With the number of programs shutting down, retroactively changing terms, and being just plain dodgy, "lifetime earnings" is little more than a worthless piece of marketing fluff.

 

[Aussie-Dave]

With the number of programs shutting down, retroactively changing terms, and being just plain dodgy, "lifetime earnings" is little more than a worthless piece of marketing fluff.

Not too many times that I don't agree with you Vladi. Least to say again, you've hit the nail on the head ;D

These days I'm down to a limited few programs who I promote. With the growing turbulence in our industry, I've generally resolved myself to believing any program can go down the gurgler these days leaving my life time commission joining them, down the drain too.

For me my average player monthly drops combined with longevity tells me I'm far better accepting a revshare than a CPA right now. Whilst this logic may not work for others, I do agree holding onto the ideals that you'll earn commission for life these days is, turning into a bit of a pie in the sky dream!

 

[SlotMonster]

This is unfortunately something that quite a number of programs are introducing and whether that is their intention or not, it totally works out against smaller affiliates.

At Club Gold Lifetime means lifetime - we will continue to pay affiliates their commission for as long as the Casino continues to receive revenue from their players. Their is no other meaning to the term Lifetime Commission!

Completely agree. If an affiliate brought a player - aff. program MUST pay commission if the player continues to bring revenue to Casino.

 

[Webzcas]

Having worked for Ladbrokes for 5 years from 2000 - 2005 at the hub of their online operation in Gibraltar and being part of the eGaming team, this is not surprising.

It is a typical big UK bookie outlook on Affiliate Marketing. We are a necessary evil. Indeed it was only until after I left in 2005, that they actually decided to put a proper affiliate team together.

You will find that most of the UK brands have this termination clause, including Bet365 who are a stellar operation imo.

Indeed about 18 months back, I got a FU email from Ladbrokes terminating my own affiliate account, as I hadnt referred any new sportsbook customers for a while.

Luckily for me, the MD of their Gibraltar operation who I knew from working there when he was in charge of telephone betting was still working for them. So I got in touch with him and my affiliate account was opened back up straight away. With the 'new' member of staff that sent me the FU email given a rollocking.

My view is, if you can show that you continue to promote them, they should not invoke the FU clause. Not ideal, but that is how it is if you want to promote several of the top UK high street brands.

 

[Aussie-Dave]

I was a starting to think you'd disapeared into oblivion Dave.

Makes mental note to self...If needing to catch webzcas attention open thread about Ladbrokes or 32Red ;D

 

[Guard Dog]

Not a fan of ANY program that does this regardless of 'who they are' or how big of a land-based operation they have.

 

[Aussie-Dave]

Not a fan of ANY program that does this regardless of 'who they are' or how big of a land-based operation they have.

As someone mentioned at the GPWA...If someone has a site not gambling related and decides to throws a few banners up on their personal blog or somewhere, if they don't produce players these type of terms will screw them over.

My question, why should someone who has sent a player/s, who have deposited and continue to deposit not only risk having their account closed but subsequently future revenue disolved because their account is closed on the above T&C's?

I'm with Andy, it shouldn't matter who it is. IMO these terms are verging on predatory.

 

[Webzcas]

I actually agree with you guys. But unfortunately as my sites are predominately UK facing, I have to have the likes of Ladbrokes on them - as player wise they are a top operation.

 

[CygX1]

Ladbrokes has been kicking out affiliates like no other place in 2011.

Their casino has always been a great place for players, but I would not recommend them to anyone anymore. Their affiliate program ignores emails and closes accounts without any prior notification.

Ladbrokes actually reminds me of bwin... Great casino & sportsbook, but a true nightmare for almost any affiliate.

 

[lojo]

Ladbrokes has been kicking out affiliates like no other place in 2011.

Their casino has always been a great place for players, but I would not recommend them to anyone anymore. Their affiliate program ignores emails and closes accounts without any prior notification.

Ladbrokes actually reminds me of bwin... Great casino & sportsbook, but a true nightmare for almost any affiliate.

What do they need affiliates for? I think the trend towards no honor for sales partners belongs more to places like this than the Grand Prive happenings.

 

[andrewxr]

I think they don't need affiliates. It's a type of business. Bwin doesn't need affiliates, but affclub.com work with affiliates good(I don't say that it's good affiliate prog). As I know bwin is owner of affclub.com

 

[CygX1]

I think they don't need affiliates.

They may believe that they don't need affiliates now, but it will not do their reputation well if they treat partners with disrespect and ignorance. The word of mouth is stronger than even the biggest company and I am confident that they will sooner or later get to the point where they realize that mistakes were made.