Q&A with Richard Dennys – CEO of Game Lounge, a valued QMRA member
In this Q&A, we speak with Richard Dennys, CEO of Game Lounge—an international iGaming affiliate company and one of the first members of the Quality Mark Responsible Affiliates (QMRA). We explore Richard’s perspective on compliance and how it is embedded within Game Lounge’s overall business strategy.
Game Lounge and QMRA share a long-standing history. The international compliance certification for affiliates, QMRA, was established in February 2024 as the successor to the Dutch initiative “Keurmerk Verantwoorde Affiliates” (KVA), which launched in 2021. Game Lounge became a member of KVA shortly after its founding, through its Dutch portfolio. Additionally, MeneerCasino.com—a founding member of KVA—was acquired by Game Lounge, as announced on November 11, 2024. The Dutch team at Game Lounge remains closely involved in all KVA-related initiatives.
As if that weren’t enough, Game Lounge joined QMRA shortly after its launch. Following a successful pilot with its website GuideCasino.be, the company submitted a broader portfolio of websites for certification. Major Game Lounge projects such as SveaCasino.se, the Swedish Casino Guide as shared on Aftonbladet.Se and HellasCasinos.com were among those certified. These websites undergo regular compliance checks, including random audits and annual full re-evaluations, to ensure they continue to meet all relevant laws and regulations.
The relationship between QMRA and Game Lounge is strong, with both parties actively working together to promote a healthy and safe international iGaming industry. Naturally, a Q&A with Game Lounge CEO Richard Dennys was only a matter of time.
To kick things off, could you briefly introduce Game Lounge and share a bit about its footprint in the affiliate marketing world?
Game Lounge is a global leader in the iGaming affiliate sector, operating a portfolio of around 60 websites across 30 countries. Since our founding in 2011, we’ve grown by focusing on user-first experiences, leveraging SEO and data-driven content strategies to connect players with trustworthy, licensed operators. We work with over 3,000 operator commission and CPA deals, and our model empowers both internal media and a thriving sub-affiliate network via our proprietary platform, Kiickr. At our core, we’re about scaling responsibly—with compliance, transparency, and innovation guiding everything we do.
Affiliate marketing is constantly evolving – especially when it comes to regulation. How does Game Lounge stay ahead in terms of compliance across different markets like Sweden and the Netherlands?
We take a proactive approach by embedding compliance into both strategy and operations. Our Hexagon tracking platform allows us to monitor user behavior—clicks, registrations, deposits, and revenue shares—across markets in real time. This gives us the agility to align with market-specific regulations swiftly. In Sweden and the Netherlands, for example, we don’t just follow the law—we often aim to exceed it. Our teams collaborate closely with local legal advisors, and we update our sites continuously to meet advertising, transparency, and responsible gambling standards.
What role does compliance play in Game Lounge’s day-to-day operations and internal structure? Are there dedicated teams or systems in place?
Absolutely. Compliance is built into our core structure. We have a compliance team and dedicated legal support across jurisdictions. Everybody in the company is required to pass AML/KYC and GDPR exams during their probation period. Additionally, all new affiliate and media partnerships go through rigorous vetting and onboarding processes. Our internal systems—especially Hexagon and our BI dashboards—provide real-time insights into traffic quality and partner performance. This data helps us stay transparent with operators, and ensures that any issues are caught early and addressed thoroughly.
You’ve been a member of the Quality Mark Responsible Affiliates (QMRA) initiative – what motivated Game Lounge to join?
We believe that responsible affiliation is the future of this industry. When QMRA evolved from the Dutch KVA initiative—where we were already active—it felt natural to support a broader international certification. Being part of QMRA helps us demonstrate our commitment to ethical standards, not just to regulators, but also to players, operators, and even search platforms. We want to be part of shaping the future of affiliation—not just reacting to it.
How does QMRA’s independent monitoring and certification process support Game Lounge in maintaining compliance?
QMRA brings accountability and objectivity to the table. Their audit and annual review processes help us validate that what we say we do is actually happening on the ground. It also gives us confidence when scaling into new regions, knowing we’ve already passed independent scrutiny. Internally, the QMRA framework reinforces our own compliance KPIs and helps keep every team—from content to operations—aligned with best practices.
In your experience, does having a QMRA certificate provide practical benefits – for example, when dealing with platforms like Google or Meta?
Yes, and increasingly so. Platforms like Google and Meta are becoming more vigilant about affiliate content, especially in regulated sectors like iGaming. Having QMRA certification signals to these platforms that we’re not only compliant, but committed to transparency and user protection. It supports our case when requesting reinstatement or whitelisting, and helps us maintain ad privileges across channels.
Looking forward, what do you see as the biggest compliance challenges in the affiliate space, and how is Game Lounge preparing for those?
The biggest challenge is harmonizing compliance across fragmented regulations. Each market—from Germany to Ontario—has unique rules. We’re investing heavily in automation and machine learning to flag non-compliant content or risky traffic patterns in real time. Additionally, we’re scaling Kiickr with built-in compliance guardrails so that sub-affiliates also meet our standards. Our aim is to create a marketplace where compliance is a competitive advantage, not a constraint.
As our conversation with Richard Dennys makes clear, compliance is not just a requirement—it’s a strategic priority at Game Lounge. Their continued commitment to responsible affiliate marketing, backed by structured internal processes and independent certification through QMRA, sets a strong example in the industry. By fostering transparency and accountability, Game Lounge not only ensures regulatory alignment across markets, but also helps raise the bar for affiliates globally. At QMRA, we’re proud to work alongside members like Game Lounge who share our vision for a safer, more compliant digital landscape.
