The Group attracts players through online marketing techniques and subsequently seeks to channel high value ‘‘traffic’’ (i.e. players) to gambling operators who, in turn, convert such traffic into paying customers. Online gamblers are attracted by the Group’s publications and advertisements and are then directed, by the Group, to online gambling operators in return for a share of the revenue generated by such players, a fee generated per player acquired, fixed fees or a hybrid of any of these three models.
Online gambling operators typically invest heavily in brand building through online and offline advertising to attract online players, and also use a network of marketing partners, known as affiliates, to promote their products and services. These partners are remunerated by the gambling operators for each player they refer to them.