OPAP Affiliate Marketing and Responsible Gaming!
OPAP, the leader of Responsible Gaming (RG) in Greece, utilized these concerns creatively, as part of its ongoing efforts to innovate and provide its customers a gaming environment that combines best-in-class entertainment with player protection. Taking a major step forward for both the local betting landscape, OPAP leveraged affiliate marketing as a channel of promoting RG messages. This initiative was taken as part of OPAP’s integrated Responsible Gaming awareness campaign, which was launched in 2022, with the core “Don’t drop the ball on having control”.
Affiliates used their outlets, social media accounts, and website content to support the campaign and reach out to the widest possible audience. This was the first time a Greek gaming operator utilized affiliates to promote Responsible Gaming principles and provide useful relevant advice and guidelines to both players and non-players.
The specific action was broadly recognized and accepted by users, Greek and Foreign Media:
Capital.gr: https://www.capital.gr/market-news/3694537/to-affiliate-marketing-sti-faretra-tou-opap-gia-to-upeuthuno-paixnidi
Newmoney.gr: https://www.newmoney.gr/roh/palmos-oikonomias/epixeiriseis/to-affiliate-marketing-sti-faretra-tou-opap-gia-to-ipefthino-pechnidi/
Protothema.gr: https://www.protothema.gr/advertorial/article/1332197/opap-enishusi-tis-euaisthitopoiisis-gia-to-upeuthuno-paihnidi-meso-affiliate-marketing/
But also by World Lottery Association – WLA which published an article on its website:
WLA: https://www.world-lotteries.org/insights/news/member-news/raising-responsible-gaming-awareness-through-affiliate-marketing
“Responsible Gaming is part of OPAP’s DNA! We enable players and non-players to make informed decisions about our games. The decision to participate in one or more games of chance is a free and unstipulated personal choice”. – Nancy Verra, OPAP Chief Legal, Regulatory & Compliance Officer
OPAP Organization will continue supporting and promoting Responsible Gaming in every possible way and this can be demonstrated by the continuous industry’s top certifications.
