Hi Guys,
There was a similar question in the German Community before and Korn answered there. I've translated his answer into English for you below:
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When thinking about whether we would like to coperate with a new site, we find it helpful to keep the following checklist in mind:
1. Who is the company behind the site? What do we know about them? What can Google and other research tell us?
Positive Example: bwin.party, 888 listed on stock exchanges, large and well known.
Negative Example: Random company registered in a PO Box in the Carribean.
2. Do we know something about the physcial company/officespace? Do they have an office? Where? How many employees do they have?
Positive Example: the same as above, but also e.g. PokerStars who have a lot of employees on the Isle of Man.
Negative Example: Random company that you can find out very little about.
3. Who does the company belong to? Are key employees known?
Positive Example: You can find the employees of the big firms on Linked-In or similar, they give interviews or you meet them at industry conferences.
Negative Example: Random company that nobody knows who is behind it.
4. If the site is part of a network, do they obey the network rules? Does the site have a parasitic business model?
There are many skins who have a business model based around the direct and indirect poaching of other players from other skins on the same network. They earn almost all of their money in this fashion. They don't bring any fish to the network and they frequently break network rules by supporting under the table deals for rakeback or by having opaque (non-transparent) VIP systems.
This is dangerous because the Network won't put up with this forever and will react. If a skin is kicked from the network, it might be that they decide not to start up again. Such sites often have just a 5% margin on the rake that they make but they control a number of large bankrolls (because lots of VIP players play there). There have certainly been cases in the past where some sites just couldn't resist the temptation.
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We basically will only work with sites where we can answer all of the above questions positively.
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I hope this clears things up for you, but if you have other questions, please ask.
Btw, if you speak German, the original post from Korn is here.
Best,
Marc