Executive Summary
Empire Online is a leading provider of marketing services to the online gaming industry. Through online and offline advertising and other marketing techniques, the Group directs new players to online poker and online casino websites operated by third party gaming operators, principally empirepoker.com (a white label website related to PartyPoker.com, one of the largest online poker rooms) and Casino-On-Net (part of 888.com, one of the most established online casino websites). The Company also has arrangements with a subsidiary of PartyGaming to market other online gaming websites, including AceClub.com and starluckcasino.com. The marketing services supplied by the Company and its subsidiaries (the \Group\) are generally provided either through white label arrangements or through marketing agreements. The Group generates new players through both online and offline marketing techniques, including an extensive affiliate programme, through which the Group incentivises third parties to direct new players to white label websites or to client gaming websites by paying either a fixed amount or a share of the Group's revenues generated from each such referral. Other marketing techniques include the registration of suitable domain names for the purpose of redirecting internet traffic, word of mouth referrals and the use of marketing agents. More recently, the Group has used offline marketing campaigns which have shown significant results in the countries where they have been implemented to date. The results of these marketing efforts are monitored daily by data analysis techniques which enable the Group to assess the effectiveness of its marketing and to adjust it accordingly.
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