PricedUp is a UK sportsbook and online casino, licensed by the UK Gambling Commission and run by Off Course Bookmakers. Darren Newmark leads its affiliate program as Head of Affiliates.
The challenge
PricedUp wanted one thing: visibility. Which affiliates should they be working with? What are their existing affiliates getting wrong? And which pages break the rules?
Getting those answers meant manual checks and spreadsheets. It took time, and it still left gaps:
- Heavy manual work to find new affiliates
- Spreadsheets to monitor existing affiliates
- No view of what affiliates publish across all their sites
- Risk of non-compliant content
Affiliates often run many sites and only mention one, so a lot of what was being published about PricedUp was simply never seen.
Why Kaspero?
Most monitoring tools give you a fixed report and a list of detections. Kaspero agents are built for your rules, so PricedUp decides what each report covers and what matters. Every detection comes with the reasoning behind it, so the team can trust the result and act without checking it twice.
“Each agent is trained on one job and follows our guidelines, and it gives us not just the result, but the reason behind it and what to do next.”
The solution
Six agents now read every affiliate page about PricedUp, always on. Each one has a single job:
- Affiliate prospectingNew, relevant affiliates that are not partners yet
- Competitor intelWhere competitors show up and what they promote
- Regulatory complianceEvery page checked against the regulatory rules
- Offer checksAffiliates still showing old or wrong offers
- Rank checksRank drops and placements that don't match the deal
- Impersonation detectionSites that pose as PricedUp
Every result comes with the page URL, the reason, the next action and the evidence, so the team can act on it right away. Everything is actioned and logged in Kaspero.
The implementation
In two 30 minute sessions, we built PricedUp's agents together with Darren. Each agent follows his guidelines: the sites that matter, the offers that are relevant, and what to leave out.
“It took two 30 minute sessions with the Kaspero team to build agents for all our main tasks.”
The results
- Three times as many new affiliate opportunities, with a fresh list
- Around 90% less manual work on monitoring and prospecting
- Every affiliate page reviewed against the regulatory rules
- Outdated offers and rank drops caught as they happen
- Non-compliant content and impersonation sites flagged, including one site that was taking revenue from the brand
“But the bigger win is visibility. We can see which affiliates we should be talking to, and we're finding three times as many new ones as before.”
What's next
PricedUp uses Kaspero as a platform, not a single report. When a new task lands, ongoing or one-off, the team builds an agent for it. Kaspero even helped PricedUp refresh its affiliate terms and conditions.
“We didn't just buy a tool. It's a platform where we can build new agents for any task that lands on our desk, ongoing or one-off.”
