Digital-first sportsbook and online gaming operator Rivalry Corp. has relaunched and rebranded its affiliate program.

The newly titled Rivalry Partners program will allow users to monetize their followings through the marketing and promotion of Rivalry’s sportsbook and casino.

The updated affiliate program includes a competitive revenue share agreement and lifetime commission on referred player accounts. Via an automated affiliate registration process, Rivalry’s affiliate partners will gain access to a digital marketing toolkit including customizable graphics and assets and dedicated affiliate dashboards, allowing them to track their code’s performance in real-time and optimize their marketing efforts.

”For years, Rivalry has worked with creators to build its brand and drive customer acquisition opportunities throughout the online communities where our target audience lives,” said Steven Salz, co-founder and CEO of Rivalry. “Our revamped affiliate program allows us to continue working with creators–big and small–on a much larger scale with less upfront costs and staffing resources.

“Our goal was to make this program as competitive, accessible, and automated as possible for users, allowing anyone in our licensed jurisdictions to monetize their followings. In return, we’ll develop a funnel for Rivalry to connect with new customers and generate brand awareness organically on an ongoing basis.

The affiliate program is available in Rivalry’s home province of Ontario and in other global jurisdictions that fall under Rivalry’s Isle of Man license.

Rivalry continues to look to future

The revamped affiliate program is the latest update from the esports specialists.

Back in November, Salz told investors on Friday that the company has “completely rebuilt every core element of our product” as it looks to lean more heavily into the cryptocurrency side of online gaming.

Salz espoused confidence that the Toronto-based company’s “evolved product set alongside a more mature digital-first rebrand” will accelerate its position as a global crypto-native operator and enable the business to capture high-value players. The company is also beginning to explore starting to license its gaming content to other operators.

In January, to kick off the new year, the company also launched a VIP program allowing players to earn points as they wager. The rewards include cashback of up to 11% distributed through free spins or bets, as well as a deposit match of up to $50.