By Tim Poole
Affiliate MrCasinova.com will donate £1 ($1.29) to charity for every player it refers to a casino operator.
The targeted charities will be those contributing towards an environmental cause, although no specific charity has yet been assigned and MrCasinova.com is open to suggestions from the public as to where the money should go.
The drive is part of an attempt by parent company Inovatiq to create additional corporate goals outside bottom-line revenue.
Gambling Insider caught up with Inovatiq CEO Sirp de Wit to find out more about the initiative.
He said: "The charity angle is every new player we send, we donate £1 to an environmental fund, towards either cleaning up the ocean, forest or something else. Why do we do this? We believe in giving something back to this planet.
"Obviously, bottom line is the most important thing but I believe we can also connect some goals to it and not only care about revenue. I see, from an organisational and moral boost point of view, people are very happy with these goals. They now know there’s added value to getting more players in.
"From a PR perspective, it obviously also works. Right now, we are sending players. The numbers are obviously low but our goal is to send hundreds, if not thousands, a month in 12-16 months. We’ll donate the money we generate from that to charity; it’s not set which charities they are yet and it’s also up to the public to get to us and see which ones they want to promote."
You can read the full interview with De Wit in the November edition of Gambling Insider’s affiliate publication Trafficology. Click here for the October edition.