SkyCity Online Casino Ends Affiliate Commissions After NZ Advertising Crackdown

New Zealand’s largest land-based casino operator, SkyCity Entertainment Group, has confirmed a major shift in its marketing strategy after new regulatory guidance from the Department of Internal Affairs (DIA).

The move comes after the DIA reinforced restrictions around gambling advertising, prompting SkyCity to immediately suspend affiliate-driven promotions targeting New Zealand players.

Existing player earnings protected

While the changes impact new customer acquisition, SkyCity confirmed that existing affiliate arrangements will remain intact.

Players referred before May 8 will continue to generate commissions under current agreements, and all qualifying traffic delivered before the deadline will be paid out under standard terms.

The company also clarified that late conversions, where a player registers before the cut-off but qualifies afterwards, will still be eligible for CPA payments.

SkyCity Affiliates does not operate on a revenue share model, meaning ongoing earnings tied to player activity are not affected beyond the initial CPA structure.

Regulatory pressure reshaping NZ gambling market

The decision reflects growing regulatory scrutiny in New Zealand as authorities prepare for a more structured online gambling framework.

The Department of Internal Affairs has recently taken a firmer stance on gambling promotion, particularly around offshore operators and digital marketing channels.

Affiliate advertising has been a key acquisition channel for online casinos globally, but the tightening environment in New Zealand is now forcing operators to reassess how they reach local players.

SkyCity’s move could signal a broader shift across the industry, especially as the country moves closer to regulating online casino activity.

Affiliates told to remove marketing content

As part of the transition, SkyCity has instructed affiliates to:

• Stop promoting SkyCity to attract new customers 
• Remove marketing materials and tracked links to its casino platform 

Despite the abrupt nature of the change, the operator has allowed a short adjustment window, with commissions still paid on qualifying players referred up to May 8.

SkyCity’s affiliate team said it remains available to support partners during the transition period.

Industry impact likely to follow

The removal of affiliate commissions for New Zealand traffic represents a notable development in the local gambling landscape.

As regulatory pressure increases, similar actions from other operators may follow, particularly those with strong domestic brand recognition.

For affiliates, the update highlights the growing importance of compliance and the risks tied to relying on regulated markets undergoing legislative change.

The coming months are likely to bring further clarity as New Zealand finalises its approach to online casino regulation and advertising controls.