European Lotteries announces partnership with White Bullet to fight ad-funded piracy

Lottery organisation European Lotteries (EL) has announced a partnership with IP protection company White Bullet to help fight ad-funded piracy.
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Lottery organisation European Lotteries (EL) has announced a partnership with IP protection company White Bullet to help fight ad-funded piracy.

White Bullet was founded in 2013 by a leadership team of intellectual property lawyers hailing from media and advertising industries, offering companies IP risk protection, brand safety and full transparency on their advertising placement and digital supply chains.

Under the terms of the agreement, the IP protection company will track advertising on high-risk pirate websites for EL and provide reports. Through tracking advertising of EL’s members and presenting information on where the ads appear, it will help to fight piracy and address any advertising-related matters.

Peter Szyszko, Founder and CEO, White Bullet, commented: “We are delighted to support the European Lotteries as it helps to ensure a sustainable gaming model and to defund online piracy. EL plays an extremely important role within its sector and this partnership will help legitimate organisations to use and protect their IP.”

White Bullet’s platform looks for IP-infringing content, reviews each infringement’s context, and decides structural violation on a commercial scale, producing accurate piracy risk scores based on this analysis.

It identifies piracy across multiple digital ecosystems, keeping up-to-date in real-time, and tracking any advertising and financial impact with AI and machine learning.

EL’s Secretary General Arjan van ’t Veer said: “We are delighted to partner with White Bullet and have no doubt that its platform and expertise will help us to be successful in our mission to safeguard the interest of our Members and by doing so, protecting their players as well.

“Brand safety is of paramount importance to us and our Members as we continue to fight illegal offerings. By collaborating with White Bullet, EL Members will have access to benchmark studies and will be able to maintain their high brand safety standards.”

White Bullet claims to have already stopped millions of pounds of ad spend from funding piracy by working with brands, advertisers, regulators and rights owners. Its Intellectual Property Infringement Platform (IPIP) is designed to make recognising fraudulent content easier and it helps to reduce the profit of intellectual property crime.

The IP protection company’s solutions allow clients to understand piracy and halt the revenue it generates by connecting rights owners and the advertising industry with real-time data about piracy risk, so all parties can take action.

Earlier this month, EL members elected the organisation’s new Executive Committee, reappointing Hansjörg Höltkemeier as President for the period 2021-2023 at its recent virtual EL General Assembly.

Members also adopted the EL Resolution on Corporate Social Responsibility (CSR) and made the Association’s Responsible Gaming Certification mandatory for all members.