Considered one of the pioneers of live in-running sports betting, Stan James is not gambling on increasing its market share with the launch of its affiliate program, powered by Income Access affiliate marketing software. The company said its marketing strategy is based on creating long-term partnerships with affiliates. And now with the Income Access software, it is able to provide affiliates with marketing tools, such as banners, videos and content, now all conveniently available through one interface. "It's very important to us that affiliates in our program feel like partners," said Anthony Hodgetts, affiliate manager from Stan James Plc. "Equally important, was teaming up with a marketing company that had a great reporting structure, allowing us and our affiliates to investigate trends proactively, and that would facilitate us staying in contact with our affiliate partners quickly and easily." In addition to the new reporting and tracking software, Stan James has also released a radically updated affiliate home page InfoZone which will add value to the activity of any affiliate by offering information on all upcoming promotions, latest video and creative as well as a weekly blog for SEO and web optimization trends.