Rightlander.com
Every quarter, the Rightlander team sets their sites on a full day of meetings, presentations and discussions, followed by an activity chosen by me. As Head of Marketing I...
19 Jun 2020 
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13 Jan 2020 
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19 Jun 2020 3 min readThe use of ‘life changing events’ in gambling marketing material are largely forbidden in many regulated gambling markets. They are typically used by marketers to create the illusion of a life changing win or event. For example, any suggestion that gambling can be a means of; not needing to work again, paying off medical bills or clearing bad debts is often deemed to be non-compliant in many regulated markets.
It is becoming commonplace that bonus offers and bonus promotions are presented with the full terms and conditions present. On smaller devices like tablets and mobiles it is becoming common practice to have an abbreviated version, with the full terms no more than 1-click away. More and more regulators are making this a requirement whenever a bonus is displayed on a website or on social media.
Risky keywords are quite often attracting the attention of regulators, as they imply some sort of reduced risk or no risk when placing a bet. A good example of this would be the use of the words ‘risk free bet’ when describing a gambling promotion. Quite often these words are used in promotions as a means of recruiting new players, who will invariably go on and make more bets with associated risk in terms of financial loss potentially.
Problem gambling has become the overriding issue for regulators globally. There are numerous contributing factors to problem gambling which include marketing, player retention and game design. All of which have seen a rise in problem gambling in many markets around the world. Several measures have been adopted to better protect vulnerable gamblers and younger people from the harms of problem gambling. Such measures include warnings, links to gambling support services and removal of some content.
Ian previously worked at Fidelity Investments and as an IT manager at Barclays Bank. He left to start his own web development agency in 1994 attracting clients including the FT and JP Morgan and sold his share in the business in 2002. He then used his programming background to create a web-based music publishing system that enabled unsigned artists to get deals and place music in TV adverts which he eventually sold to Boosey & Hawkes.
In 2005, he started up an iGaming affiliate site, initially as a hobby but one that soon escalated into a 12-year stint and a network of sites using database-driven content and player research as its base. In 2016, he started to create the compliance product that is now known as Rightlander and used by some 70 of the top iGaming brands.
Football, golf and electronic music are Ian’s main hobbies although his main passion is web programming. He is often burning the midnight oil and working weekends trying to find technologies and create solutions to help the Rightlander developers solve client problems.
Nicole is a seasoned professional with over a decade of iGaming experience. After obtaining an Honours Degree in Marketing Communication, she began her career on the operator side of the industry in 2004, spending 3 and a half years as an affiliate manager before transitioning to consulting on the affiliate side of the industry where she assisted in developing and marketing a network of sites in multiple languages for almost 9 years until the network was successfully sold.
This experience not only affords her a comprehensive understanding of the industry but also unique insight into the challenges faced by operators, their compliance and affiliate management teams, as well as their affiliate partners.
Nicole is dedicated to offering engaged and responsive client service as well as training and educational initiatives that assist in this regard.
Aparajitaa started her career in the Middle East, running a pub. This was followed by six years in the retail sector. She then turned her sights towards the digital media world where she spent a year at a start-up, evangelising about user-generated video content. Aparajitaa left it all behind for the iGaming industry and subsequently spent over a decade in the affiliate side of the industry with a focus on the casino vertical. She also picked up an MBA in Business Administration along the way.
She brings her multi-faceted experiences to the Rightlander table and whilst she might have not convinced the world about fast food, she feels confident about assisting Rightlander in creating a responsible iGaming world. When she isn’t working, Aparajitaa spends her time crocheting, painting and doing her damnedest to figure out how to play Tears in Heaven on her guitar. That and annoying her cat.
Andy’s early years were in merchant banking within Client Desk & FX Trading at BZW. This was followed by 20 years in IT Recruitment which included starting up and owning his own specialist agency during the latter 10 years. I have since branched out into property and still get involved in various development projects, more as an armchair investor nowadays than anything else though. Andy’s real focus nowadays is firmly on iGaming compliance and has been heading up the Sales side at Rightlander for coming on 2 years now.
Outside of work, basically he loves all sports, both watching and playing (maybe not lacrosse )… an avid Manchester Utd fan for his sins and has two great kids, both who now wonder what ever possessed him to persuade them to support Manu too… His top 3 sporting events in order that literally make the hairs on the back of his neck stand up are; British Lions Rugby tour, Ryder Cup Golf and then Champions league final. I challenge anyone to persuade me otherwise.
Laila started her career working at Barclays bank, followed by various roles at Mobil Oil Company Limited including accounts roles and a Customer Service Manager where she ran a team of advisers. She enjoyed a challenging role at RPC Land & New Homes as a Sales Manager with HR responsibilities.
Laila has been working at Rightlander from the very beginning in January 2018 and has a dual role of Client side Account Manager and company accounts.
Laila’s hobbies include the gym, walking, gardening, embroidery, the theatre, eating out and socialising with family and friends.
Brean has spent almost all his working career in IT, mainly focused on marketing, Search Engine Optimization (SEO) and building website networks. In 2008, Brean ventured into affiliate marketing, where he built websites that provided information about sports betting and online gaming. He used his knowledge of SEO and worked with small teams of web designers, content writers and developers to build an affiliate network.
In 2017 an opportunity arose for Brean to join Rightlander. This new challenge allowed him to use all his years of knowledge and experience in the iGaming market for something very different in compliance.
As well as having a keen interest in computers, Brean also enjoys lots of sports in his spare time. He regularly plays golf and can be found out on his road bike whenever he gets the chance.
Shenaly Graduated in Advertising and Public relations, with the view of going into an advertising agency. She somehow fell into the online gambling world in 2008 and continued to work her way up the ranks, working for the likes of InterCasino, Game Account Network and LeoVegas before joining the Rightlander team.
Much of Shenaly’s focus over the years has been on the affiliate front. Growth hacking and working with affiliates to develop marketing strategies via various platforms. She has also paved the way for leading iGaming operators to take on new markets and develop disruptive brands.
Shenaly joined the Rightlander team in August 2019, spearheading the marketing efforts and putting us on the map. Her other passion outside of compliance is Yoga. If she’s not chasing you down for content, she’s likely hitting the yoga mat.
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