(AsiaGameHub) - Fortuna Entertainment and Endorphina are sounding the alarm over ‘Brand Spoofing’—the imitation of regulated brands and technologies that is spreading across CEE markets with no clear avenues for intervention.
Compared to its neighboring countries, the Czech Republic has seen relatively few disruptions in the governance of its gambling sector and licensing processes.
The home market panel at the HIPTHER Prague Summit 2026 even praised the oversight provided by the Czech Ministry of Finance (MoF) and Celní Správa, the Customs Authority, in implementing much-needed player protection measures introduced from 2024 onward.
In the years since, Czech gambling licenses (both online and retail) have adapted to heightened requirements for public protection, with authorities and license holders working together to exclude up to 700,000 citizens from gambling through the RVO register.
However, not all is tranquil along the banks of the Vltava, as Czech industry leaders are raising concerns about a new and growing threat: ‘brand spoofing’.
No funny business
Jan Holub: Fortuna Entertainment
The term might conjure images of fake handbags or cheap counterfeit goods sold at beach resorts, but as criminal networks target online spaces using AI-driven tactics, brand spoofing is far from a trivial issue, according to Jan Holub, Compliance Lead and Member of the Supervisory Board at Fortuna Entertainment.
Holub detailed how “bad actors replicate the digital identity of a gambling brand,” copying web assets, domains, user experience (UX) environments, and even customer communications to trick users into “disclosing sensitive information or downloading malicious software.”
Aided by AI, Holub has observed the evolution of ‘spoofed environments’ that not only mimic front-end brands but also replicate backend systems.
Capitalizing on the brand recognition and marketing efforts of regulated operators, these spoofed platforms can generate high engagement with unsuspecting audiences and rake in millions in illicit funds.
“We’ve made progress in the Czech market. But I must highlight brand spoofing as a new danger. In my role at Fortuna, I see fake brands being promoted online via Google, Facebook, and app stores,” Holub stated.
“We immediately ask these platforms to take them down, but the response is slow. These fake websites or apps can remain active for two or three weeks.”
While cooperation with Czech authorities is strong, Holub questioned the lack of accountability among big tech and media platforms for protecting the intellectual property (IP) of online gambling brands—where enforcement is clearly lacking.
A double jeopardy
Jan Urbanec – Endorphina
These concerns are shared by Jan Urbanec, CEO of Prague-based Endorphina, who noted that spoofing is spreading across markets and rapidly expanding into “the B2B infrastructure of online gambling.”
“This poses a double threat to our industry, as the risks are not limited to B2C. These actors can replicate the UX of payment gateways, affiliate websites, CRM processes, and even supplier technologies,” Urbanec explained.
As a digital threat, brand spoofing creates multi-layered risks to the stability of regulated markets. Reputational damage occurs quickly and is hard to contain, as consumers often cannot distinguish between a legitimate site and a cloned interface.
Addressing this nuanced threat, Urbanec told delegates that Endorphina has tripled its resources to protect IP—emphasizing what he views as regulators’ limited capacity to intervene effectively.
“For game developers, there is no meaningful IP protection. We have to monitor every environment, and tracking who is copying our brand, engines, and algorithms is very costly,” he said.
Regulators soft on IP protection
Gambling regulatory frameworks across Europe, including in the Czech Republic, have largely been designed to identify and block unlicensed operators as standalone entities. They are less equipped to address actors disguising themselves as licensed B2C or B2B incumbents, using brand trust as their primary entry point.
Having observed the spread of ‘spoofing’ in the Czech Republic, Holub and Urbanec believe this new AI-driven threat will become a new “health check” for European gambling regulators—one that cannot be addressed through traditional IP blocking alone, as there is growing momentum to strengthen gambling IP protections.
As Urbanec concluded: “It’s time to recognize that criminal gangs target gambling for quick profits, while our regulators are focused on rule-making. This must change—we need stronger action on IP and brand enforcement for licensed operators, before it’s too late.”
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