日期: 2026年4月17日

(AsiaGameHub) -   As anticipated, Brazil has become Latin America’s largest betting and gaming market following regulation in January 2025. However, this leading status has come with intense widespread political scrutiny. In a guest contribution for iGaming Expert, SBC News Editor Ted Orme-Claye provides a full overview of the political landscape facing Brazil’s still young gaming sector – and questions whether the Brazilian government can keep its policy priorities aligned… After just 15 months of operation, is Brazil’s experiment with fully regulated online betting already on the brink of failure? A recent shift in stance from the central government in Brasilia regarding the sector suggests it may soon be. President Lula da Silva appears to be preparing a major legislative push targeting online gambling for May 2026. While the plans do not amount to a full, outright ban, they make clear that the president and his Workers Party (PT) are taking decisive action. The story of the new plans was first broken by Lauro Jardim, a highly respected Brazilian political journalist, in a piece for Rio de Janeiro newspaper O Globo. The government’s core motivation for the changes is to reduce overall levels of indebtedness among Brazilian citizens. Lula Grows Impatient With ‘Bets’ Despite holding personal reservations about the sector, President Lula signed off on the creation of the legal betting market under the Bets Law (PL 2626/2023) in late 2024. On 1 January 2025, the domestic regulated market, known locally as ‘Bets’, launched with 63 initial license holders, overseen by the Secretariat of Bets and Prizes (SPA), a department under the Ministry of Finance. Today, there are more than 83 license holders running a combined total of 197 different betting brands across the country. The legal market has been a success from a tax revenue perspective, generating R$9.95bn (£1.47bn) in tax intake from 2025 alone. Even so, the government has grown increasingly concerned about the social impacts of the sector, with some ministers going as far as to argue the market should never have been allowed to launch. These concerns led to new government policies such as the ban on betting for recipients of Bolsa Família and the Continuous Benefit Payment (BPC) welfare programs, implemented in spring 2025. This move excluded roughly 60 million people from accessing the legal betting market. A year later, the government still remains focused on the link between betting and household debt, with an estimated 80 million Brazilians currently carrying some form of debt. However, SBC Noticias Brasil reports that SPA data shows wagering accounts for only 0.46% of total household income across the nation. Under the government’s latest proposals, which were reportedly developed by the Ministries of Finance, Planning and Justice under the supervision of the president’s Chief of Staff, people enrolled in the government’s debt financing program will be banned from placing bets. The government is also currently reviewing betting advertising and promotion rules. Lula’s administration wants to ensure betting companies cannot encourage “compulsion and addiction” through their marketing, a practice the government claims many legal operators have actively engaged in. Tightening the Screws on Gambling As noted earlier, Lula has never been strongly supportive of the gambling sector, but he has made his opposition much clearer over the past several months. On one occasion, he stated the sector must either face much stricter new restrictions, or be banned entirely. “It is not possible to allow this unbridled gambling to continue in this country,” the President said. “I have been discussing this issue for 15 days… if it causes the harm we believe it causes, why not end betting entirely? Or else regulate the sector so there are far fewer operators in Brazil, if it serves any real purpose.” The president faces a general election in October 2026, and has prioritized economic growth and debt reduction as his core policy goals. A key part of this strategy has focused on raising new taxes from the ‘three Bs’: banking, billionaires, and betting. After months of negotiations in the halls of Congress, the government finally secured approval for steady tax increases on betting in December last year. The new framework will raise the tax on gross gaming revenues (GGR) from the current 12% rate to 15% in 2027, and 18% in 2028. This change has been followed by consistent public messaging around gambling’s risks to both public health and personal finances, with a particular focus on advertising restrictions. Alexandre Padilha, Brazil’s Health Secretary, has drawn comparisons between gambling and cigarette smoking. “For me today, gambling addiction is a public health problem on the same scale as cigarette addiction,” he said. “It is necessary to implement more restrictive rules for betting advertising, just as we did for cigarettes.” However, for all the talk of new restrictions, the government has not yet moved forward with an outright ban on betting – at least for now. While a ban bill, PL-1808/2026, has been introduced to Congress by PT Deputy Pedro Uczai, the proposal has not received official endorsement from Lula or any senior members of his cabinet. The president is currently facing a clear dilemma. On one hand, he wants to tax gambling to help fund his economic policy agenda, but on the other he wants to reduce the sector’s social visibility and cut its perceived contribution to rising debt. The open question remains: can these two goals actually be balanced? This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   Leonardo Biazzi – SBC Noticias Brazil After a week of intense political wrangling over the future of the Bets Law, reports confirm that Lula is drafting his own Presidential Decree governing gambling.  Leonardo Biazzi, Editor of SBC Noticias Brasil, believes the President will choose to bypass standard legislative pathways to restructure Brazil’s gambling sector. President Luiz Inácio Lula da Silva will reveal his plans for the future of the Bets Law and online gambling in Brazil by mid-May. This update did not come from officials within the Workers Party (PT) government, but from an exclusive report by journalist Lauro Jardim published in his weekly column for O Globo. Jardim notes that Lula aims to resolve rifts in the divisive online gambling regulatory system via a presidential decree introducing new reforms and safeguards. The measure will be coordinated by the Civil House, with contributions from the Ministries of Finance, Planning and Justice. Lula has been described as “no friend of the Bets Regime”, and this week industry stakeholders closely watched the President to see if he would back a bill submitted to Congress by the PT government’s Legal Caucus to repeal the Bets Law. The Bill (PL-1808/2026,) was signed by PT Deputy Pedro Uczai and 68 fellow party members, and would authorize a full ban on all forms of gambling (excluding lotteries), as well as implement broad rule changes and penalties to crack down on third parties including financial institutions and media outlets that coerce people into gambling. Media outlets have pressed the PT for clarity on whether the President supports the gambling ban, which would return Brazil to a state of prohibition after just 15 months of legal betting under the existing Bets framework. Yet, in an unexpected turn, Lula appears ready to introduce his own proposals as a countermeasure: rejecting a full ban, but significantly tightening controls on online gambling, as well as eligibility rules for users and market participants. As outlined in Jardim’s exclusive report, Lula aims to build a regulatory system that will bar people enrolled in government financial assistance programs from accessing betting services.  With this decree, Lula is again working to protect Bolsa Família recipients from participating in online gambling – an issue that was a core priority during the drafting of the original Bets framework. Lula seeks to eliminate gambling-related household debt The PT government continues to frame betting as a key driver of household debt, citing Serasa data showing more than 80 million Brazilians are currently indebted. However, this narrative is contradicted by official figures from the Secretariat of Prizes and Bets (SPA/MF), which show gambling makes up just 0.46% of total household consumption. In addition to participation limits, Lula is expected to roll out wide-ranging protections for gambling advertising, targeting what the government calls “manipulative” marketing practices, especially content that encourages compulsive behavior or addiction among consumers. Addressing household debt remains a core part of Lula’s political calculus, serving as a key pillar of his approval ratings and re-election strategy ahead of Brazil’s October election cycle. In summary, Lula has effectively positioned the Bets regime as a political adversary, framing online gambling as a central point of debate in the PT government’s campaign messaging ahead of a potential fourth presidential term. However, this approach carries the risk of sparking new tensions. If the President moves forward with a decree that overrides or sidelines the existing framework, it is likely to draw criticism from both industry stakeholders and legislative observers, many of whom question why the government has not worked with Congress to resolve outstanding issues such as targeted advertising rules and the finalization of consumer protection measures. A presidential decree may ultimately turn out to be an unnecessary escalation. There are already existing mechanisms within the legislative process to address concerns related to indebted consumers and market safeguards. As seen with the controversial tax changes to the Bets regime at the end of 2025, there is a growing risk that executive overreach could weaken policy coherence, turning what is presented as reform into another misstep in the PT government’s management of the sector. This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   With the industry facing increasing pressure from cyber threats, fraud, and regulatory uncertainties, SBC Summit Malta will feature a dedicated ‘Operations and Compliance’ stage. This stage aims to assist businesses in enhancing security and developing more resilient operations. Scheduled for April 29 and 30, the programme will convene C-level executives, security and fraud specialists, regulators, and market leaders. They will explore strategies for businesses to safeguard themselves across financial, operational, and reputational fronts. On Wednesday, April 29, the Risk, Regulation and Resilience track will address fraud, cybersecurity, and black market activities through expert panels, fireside chats, and C-level discussions. On Thursday, April 30, the focus shifts to Policy in Practice, offering hands-on workshops that tackle operational and regulatory challenges in SEO and AI. The fireside chat ‘Tax Hikes 2026: Market Shocks, Regulatory Risks & Margin Impact’ will examine how increasing tax pressures are influencing operators across key European markets. Featuring Stephen Hodgson (VP of Tax, Midnite), Sara Haddow (Group Tax Director, Entain), and Russell Mifsud (Director, Head of Gaming Europe, KPMG), the session will delve into how businesses can adapt to rising tax burdens and the implications for competitiveness, consolidation, and potential market exits. The session “The COO Horizon: Challenges and Opportunities in 2026/27” will explore how operational leadership is being tested by escalating costs and compliance demands. With speakers Ramon Glieneke (COO, Alea), Tom McGovern (Chief Operations Officer, Flutter UKI), Tim De Borle (COO, Casumo), and Chris McGowan (COO, Scatters), and moderated by Joe Streeter (Editor, iGaming Expert), the discussion will centre on investment priorities and how technologies like AI can support more efficient, scalable operations. Day two will then concentrate on the operational and regulatory considerations surrounding SEO and AI.  The workshop ‘SEO Terrorism in iGaming: Surviving Negative Attacks on Your Website’ will address the growing threat of negative SEO. Hosted by Ivana Flynn (Head of SEO and Strategy, Consultant), it will investigate how these attacks are executed, what attackers aim to achieve, and how to identify them early, providing participants with practical strategies to detect, track, and defend against malicious activity. The workshop ‘AI in Gaming: Shaping the Industry’s First AI Charter’ will examine the impact of forthcoming EU AI regulation and its practical implications for operators. Led by Kinga Warda (Chief of Policy and Insight, Malta Gaming Authority) and Francois Piccione (Chief Technology Officer, Malta Gaming Authority), it will offer early clarity on the standards shaping compliance and how businesses can align their processes accordingly. ‘From AI Tools to AI Embedded in Business Workflows’ will explore how to integrate AI from a standalone tool into a core component of business operations. Featuring Philippe Guillod (VP, Analytics) and Fraser Dunk (CEO, Jurnii), the session will highlight how organisations are embedding AI into everyday processes to drive efficiency and improve decision-making, offering practical strategies to move beyond experimentation and deliver tangible value. SBC Summit Malta will take place at the InterContinental Hotel from 28-30 April. Alongside the conference programme, the event will offer 6,000 attendees the opportunity to explore a curated exhibition floor and connect through a range of networking opportunities. ____________________________________________________________________________ Secure Your Tickets for SBC Summit Malta Ensure your attendance at SBC Summit Malta by purchasing our VIP Event Pass. Priced at €600, this pass grants you full access to all aspects of SBC Summit Malta, encompassing three days of networking, conference sessions, and the exhibition. An Expo+ Pass is also available for €150. Operators and affiliates are eligible to apply for a complimentary pass. Operators can request a free pass here. Affiliates can request their free passes here.  This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   Advances in big tech have transformed how iGaming players locate their preferred platforms – yet the regulated sector must take action to win back player focus from unlicensed operators that currently dominate social media channels.  During the most recent Gaming in Europe Webinar, panel members outlined the tactics unlicensed operators use to take shortcuts to connect with players.  Timothy Malmros Genach, an SEO specialist, cautioned that unlicensed operators have discovered a fast-track method to secure top positions in Google search results. They identify an aged, expired domain with high authority, then flood it with low-quality, malicious links.  “Once that domain gets penalized, it becomes completely useless. You then add a canonical tag pointing to a new domain, and Google temporarily overlooks the penalty for one to two weeks. When that new domain also gets flagged, you just repeat the process over and over again indefinitely. This is the most effective quick ranking tactic I’ve encountered right now, even more powerful than parasite SEO.” Both the UK and Dutch iGaming markets have been heavily impacted by the unethical, aggressive exploitation of expired domains by these operators.  He called on Google to intervene to stop this easy shortcut from being used by black market affiliates and operators that specifically target the most at-risk players.  Malmros Genach noted that it is impossible for regulators to fully shut down the black market entirely. The only viable approach is to make operations unprofitable for black market operators and affiliates, while making the regulated sector more robust. At the same time, he cautioned that increasingly strict rules are significantly limiting the capacity of licensed operators to compete against unregulated players.  Frank op de Woerd, Editor-in-Chief of CasinoNieuws, similarly noted that the competitive landscape is growing ever more difficult for regulated affiliates trying to go up against unregulated platforms.  “We are not operating under the same competitive terms; the playing field is fundamentally unbalanced,” op de Woerd cautioned.  “In a regulated market such as the Netherlands, legal affiliates like me work within clearly defined limits. We face rules set both by the regulator and our licensed operator partners, and these restrictions are put in place for valid reasons. They are designed to protect consumers, minimize harm, and keep the market accountable, and I fully support these measures.  “That said, these rules do create an unfair imbalance, as illegal operators face far fewer limitations. They are not subject to the same constraints, nor are they held to the same standards. This means they have no need to maintain a KVH seal of approval or stay in good standing with any regulatory body. “In reality, it is the exact opposite: they do not care about their reputation at all, because as Timothy explained, they simply jump from one domain to the next. It is an entirely different way of operating, which already makes competing against them extremely hard.” He also highlighted that this disadvantage is made even worse by the fact that illegal affiliates are able to promote offerings that many consumers view as superior products.  He went on to note that there is a far more malicious side to this beyond questionable SEO tactics, which he described as ‘hostile behavior and even harassment’, revealing that legitimate affiliates have even been targeted with DDoS attacks.  Looking forward, op de Woerd outlined five core strategies to tip the scales back in favor of the regulated market.  Visibility and attractiveness  The first core priority is making sure the regulated sector has sufficient visibility and appeal to compete effectively – this is particularly critical in heavily regulated markets such as the Netherlands and the UK.  While he recognized that these restrictions were introduced for legitimate purposes, they have created significant barriers for the regulated sector to compete successfully.  Treating responsible affiliates as key parts of the solution A shift in perception around affiliates is required: they should be seen not only as a commercial arm for operators, but also as a critical channel for promoting responsible gambling practices. Policymakers should leverage their existing reach to educate consumers about the risks associated with illegal iGaming sites.  Government and policymakers bolstering the legal affiliate ecosystem  He also called on governments and legislators to take additional steps to strengthen the operating environment for legal affiliates.  These steps include improving visibility and supporting greater channelization. Op de Woerd also endorsed the initiative launched by some Dutch operators to introduce a verification badge that adds legitimacy and ratings to their services.  Targeting illegal operational infrastructure  Illegal affiliates make use of an entire support infrastructure, ranging from domain hosting to monetization tools and traffic generation channels. This entire network that illegal operators and affiliates depend on should be the focus of enforcement action.  “This is a key pressure point, and we need to do everything we can to make operating as difficult as possible for these bad actors,” op de Woerd stressed.  This also applies to social media platforms that have allowed unlicensed affiliates to reach large audiences via live streams and other content.  Pushing Google to take action  Google must take urgent action to address these issues. “It is a very complex topic, but Google’s search function, while imperfect, still drives the majority of our traffic,” op de Woerd acknowledged.  “Our relationship with the platform is complicated. For years, Google has made all the right statements about cracking down on spam, search manipulation and black hat SEO tactics. It has released official guidelines, policies, repeated warnings and other measures. But the inconvenient truth is that many of these exploitative tactics have been in use for more than 15 years.”  While holding Google accountable is a challenging task, it is also a critical step in addressing the rapid growth of unlicensed affiliate activity. This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   UK-based bet365 is aggressively pursuing its expansion strategy in the US market with its launch in Michigan, marking its 17th state of operation, and an 18th launch appears imminent. The multinational firm, founded and headquartered in Staffordshire, announced its Michigan debut today (April 17) at 9am Eastern Time. This launch coincides with new partnerships established with the Detroit Red Wings of the National Hockey League (NHL) and the Detroit Tigers of Major League Baseball (MLB). New Jersey was bet365's initial entry point into the US market in 2019, a year after the Supreme Court's 2018 decision to overturn the federal PASPA legislation that had prohibited sports betting. This repeal enabled individual states to establish their own multi-licence betting markets, with 41 currently operational. The British company stands out as a significant European success in the US, a market that, despite its high profitability, has proven challenging for other European operators such as Betfred, Betsson, Unibet, Betway, and Tipico, all of whom experienced limited success in their attempts to penetrate the US. bet365 is notable as one of the few European-rooted companies to have successfully established a strong presence in the US. Other prominent examples include Flutter Entertainment, which owns FanDuel, and Entain, a co-owner of BetMGM in partnership with MGM Resorts. A robust marketing strategy has been crucial to bet365's US expansion. This strategy encompasses sports sponsorships, evident in today's Michigan launch and previous entries into states like Missouri, where the company partnered with MLB's St Louis Cardinals. Furthermore, a broader US and Canada-wide agreement was recently secured with the UFC. Promotional offers are also a key component. To kickstart its Michigan operations, bet365 has introduced a 'Bet $10, Get £365' promotion for sports bettors and a 'get 1,000 free spins and up to $1,000 deposit match for casino players'. The company is also highlighting its Early Payout and Prize Matcher features. Trip Stoddard, Head of Business Development at bet365, stated, “We are enthusiastic about launching bet365 in Michigan and presenting an enhanced betting experience. This is a well-established market with informed enthusiasts, and we are confident that our product distinguishes itself.” He added, “Our features, such as the Early Payout offer, alongside our in-play betting experience and integrated casino, provide players with diverse engagement options and compelling reasons to select bet365.” Is bet365 Fully Committing to the US Market? The expansion of bet365 across the US occurs as the dynamics of the American betting and gaming industry evolve. This sector has seen a significant surge in customer engagement, revenue, and, to some degree, controversy since the 2018 repeal of PASPA. Recent data from the American Gaming Association (AGA) indicates that the US generated $71.9 billion in iGaming revenue in 2024, marking the fourth consecutive year the industry has surpassed its previous annual record. Understandably, this growth has sparked concerns nationwide regarding player protection and social responsibility. bet365 may soon need to directly address these issues, particularly as the company seems poised for a launch in Massachusetts, a northeastern state. On Thursday, April 9, the Massachusetts Gaming Commission (MGC) unanimously approved the reopening of sports betting licence applications, following a request from bet365. Justin Stempeck, Deputy General Counsel for the MGC, disclosed that the company was seeking a Category 3 untethered licence. He informed commissioners, “bet365 has been in discussions with staff for a considerable period regarding the proper procedure for submitting a request to the commission to restart this specific process. We recommended they submit a formal letter, which they proceeded to do.” The MGC is recognized as a particularly stringent regulator concerning licensing applications and overall compliance. Furthermore, Massachusetts hosts several legislators who hold a notably critical perspective on the sector, including the proponents of SB 302, a bill aimed at 'addressing economic, health, and social harms caused by sports betting'. bet365 might face inquiries concerning responsible gambling, player safety, and its general business practices. Additionally, its past operations in significant Asian markets, such as China, could be subject to examination. Source: bet365 / BOXXER Finally, a significant emerging topic in the US is prediction markets. Platforms like Kalshi and Polymarket have seen a surge in popularity over recent years, especially thriving in Texas and California, states where sports betting remains prohibited. Several operators have capitalized on this trend, specifically Fanatics, DraftKings, and FanDuel (the latter being a subsidiary of the Irish-American conglomerate Flutter Entertainment). All three companies resigned from the American Gaming Association (AGA), an organization known for its stance against prediction markets, late last year. In March 2026, bet365 became the fourth company to withdraw from the AGA, prompting speculation that it might also be contemplating an entry into prediction markets. However, this remains purely speculative, as the company continues its membership with the Sports Betting Alliance (SBA) alongside the three other former AGA members. bet365 attributed its departure to the AGA's traditional emphasis on retail casino operations, contrasting with bet365's identity as a predominantly online sportsbook brand. A statement from bet365 at the time explained, “As an operator primarily focused on digital platforms, bet365 has withdrawn from the AGA because of the organization’s concentration on the retail casino sector.” “We highly value our industry collaborations and are dedicated to engaging constructively with regulators and partners throughout all markets where we operate,” the statement concluded. This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. 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(AsiaGameHub) -   Racecourse Media Group (RMG) has confirmed that Conor Grant will resign from his role as Chair at the close of 2026. RMG now counts 37 British racecourses as its shareholders, and serves as the parent company of Racing TV, which airs live racing fixtures from 61 racecourses across the UK and Ireland. Grant first joined RMG as a Non-Executive Director in April 2023, before being named Chair that October, and has been instrumental in bolstering the organization’s commercial standing. One of the final major deals negotiated during Grant’s tenure was the agreement between RMG and ITV in late 2025, which secured four years of racing coverage across ITV1, ITV4, and STV. Grant’s time leading RMG also fell during one of the most turbulent periods for horse racing in recent British history, sparked by last year’s Autumn Budget and months of campaigning from the racing sector to soften the blow of increased tax burdens as racing’s audience numbers declined. To recap, the Budget announced by Chancellor of the Exchequer Rachel Reeves in November was preceded by widespread industry panic amid fears of sweeping across-the-board tax hikes. This turmoil hit horse racing particularly hard, prompting numerous racecourse staff to walk out on 10 September, leading to the cancellation of scheduled racing fixtures. For a time, the UK Betting and Gaming Council (BGC) — the trade body representing the betting and gaming industry — found itself at odds with the British Horseracing Authority (BHA), as the strike was not coordinated between the two organizations, raising the risk that relations between betting operators and racecourses would deteriorate further. Ultimately, while the Budget increased the Remote Gaming Duty (RGD) to 40% starting in April 2026 and the General Betting Duty (GBD) to 25% — with the GBD change taking effect in March of next year — horse racing betting duty remained at 15%. RMG was squarely at the center of this unrest during Grant’s tenure as Chair. Speaking about his decision to step down, he commented: “After careful consideration, I believe the end of my first term is the right moment to conclude my tenure as Chair of RMG due to increasing work commitments and travel to the US. “It has been a genuine privilege to lead this business over the last three years. CEO Nick Mills and his management team are making great progress delivering for our shareholders. “We have sharpened our strategy, invested in our leadership team, and continued to build on strong foundations. I am particularly grateful to all our shareholders for their trust and support throughout my time as Chair. And finally, I would like to thank an outstanding Board of Directors whose support and insight have been critical to our progress. “RMG is in a strong position with real momentum, and I am confident the business will continue to go from strength to strength in its next phase.” Nick Mills, who was promoted to CEO in October 2024, added: “Conor’s leadership has played a pivotal role in strengthening RMG and setting the business up for long-term success. He leaves with our sincere thanks and best wishes for the future.” This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   The High Court of England and Wales has ruled that there were 'no mitigating errors' in the 2022 tender and procurement procedures for the Fourth National Lottery licence. In a ruling by Justice Joanna Smith, the legal challenge from The New Lottery Company (TNLC) was dismissed. TNLC is the lottery firm established by UK media mogul Richard Desmond's publishing group, Northern & Shell. TNLC had been a competitor against Allwyn and the then-operator Camelot UK for the right to run the National Lottery. The competition was overseen by the Gambling Commission, assisted by an independent board created specifically for the contest. While the board accepted TNLC's initial entry in phase one, which involved demonstrating its financial credentials, the company was eliminated in phase two (the scoring stage). Issues were identified regarding the compliance and technical accountability of its proposal. The board did not score TNLC's bid in this stage, explaining: "Due to failures in mandatory pass/fail criteria, TNLC’s application was not included in the final ranking of applicants." The final round pitted Allwyn UK (formerly SAZKA) against the incumbent, Camelot UK, the Ontario Teachers’ Pension Fund-backed company that had operated the National Lottery since its inception in 1994. After examining the procurement mechanisms, Justice Smith dismissed TNLC's assertions that the process was flawed and that Allwyn UK's victory was unlawful. End of a long legal road? Following the announcement of Allwyn's win, TNLC contested adjustments approved by the Commission that delayed the contract transition. TNLC argued that Allwyn had failed to meet a fundamental tender requirement, a failure it believed the board overlooked to favour Allwyn. Justice Smith rejected these claims, affirming the Commission's right to implement necessary changes "in a response to delivery risks". She noted that transferring a generational contract would necessitate "a compression of time available to achieve transition" to address "ongoing implementation challenges". After the decision, concerns were noted regarding the contract transition, and Camelot initiated its own legal action. This claim was later withdrawn when Allwyn UK purchased Camelot UK's existing operations in February 2023. This transaction was executed to guarantee that Allwyn would assume control of the National Lottery by February 2024, aligning with the competition's deadline. The court completely dismissed this argument, with Justice Smith finding the alleged failings had “no causal relevance to the Process Claim” and thus could not have influenced the competition's result. She reiterated that TNLC’s application “was not included in the final ranking of applicants” because it did not satisfy mandatory criteria. Credit: Nando Machado / Shuttrerstock Significantly, Justice Smith's ruling found that the board largely adhered to the tender's mandate, which focused on selecting a winner based on the “emphasis on delivering returns to good causes while maintaining high standards of player protection and propriety”. The court was informed that the process was designed to guarantee “a fair and transparent competition, in which all interested parties are on an equal footing,” with integrated oversight mechanisms and independent advisers. This decision follows a ruling six weeks prior by the Competition Appeal Tribunal (CAT), which dismissed Desmond's allegations that Camelot UK had once received an unlawful £70m marketing subsidy from the Gambling Commission. Commission praises milestone decision All accusations brought by TNLC against the Gambling Commission have now been entirely rejected by the High Court. In a statement, the Commission described the lawsuit as a significant milestone in the National Lottery's history. “The judgment gives resounding support to Good Causes by enabling Allwyn, with oversight from the Commission, to continue with their plans of investment in the National Lottery without further distraction,” the regulator's statement read. The Commission further stated that the ruling demonstrates its integrity throughout the granting of the Fourth National Lottery Licence and that none of the disputed licence modifications violated procurement rules. “Our priority remains to continue regulating The National Lottery for the benefit of participants and Good Causes.” In a statement provided to SBC, Allwyn echoed the High Court's position that: “The Gambling Commission ran a fair and lawful licence competition, properly awarding the Fourth National Lottery Licence to Allwyn.” Credit: HochZwei Photography Allwyn also lauded the decision as a 'clear and comprehensive judgment' that supports its role as the steward of the National Lottery, a contract it will maintain until 2034. “This provides clarity and legal certainty, and our focus now is on delivering for players and increasing funding for good causes,” its statement continued. “That means moving faster on innovation such as New Lotto and Powerball, which we announced earlier this week. “It also draws a line under a long-running series of allegations about the integrity of the competition process, many of which were withdrawn during the proceedings, with the remainder rejected by the court.” This article is provided by a third-party. 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(AsiaGameHub) -   Following nearly a year of silence, the UK Gambling Commission (UKGC) has released an update regarding its pilot study on financial risk assessments. The announcement arrives as opposition to the proposed checks intensifies, with critics calling for increased transparency and oversight of the pilot program. Originally proposed in the 2023 Gambling White Paper, financial risk assessments were designed as a seamless method to identify potentially harmful gambling patterns. However, detractors worry that the intrusive nature of these checks will push gamblers toward the black market and undermine the regulated industry. In its latest communication—the first since May 2025—the UKGC sought to address the growing backlash, characterizing much of the recent debate as "ill-informed or inaccurate." A statement from the regulator clarified: “Some reports have claimed that players are already being pushed toward illegal operators because of financial risk assessments. This is incorrect, as the assessments are not yet live, and no consumer has been impacted by one, even during the pilot phase. “While operators may currently request documents or perform checks, these are not the financial risk assessments in question. Such actions are typically driven by anti-money-laundering requirements, commercial policies, or existing safer gambling protocols.” The UKGC also countered assertions that it intends to impose spending caps on players, clarifying that specific thresholds are only meant to trigger a check, during which the customer can continue to gamble. Addressing concerns Critics have primarily focused on the potential for privacy concerns to drive consumers toward the unregulated black market, where such oversight does not exist. A YouGov survey, commissioned by the Betting and Gaming Council, revealed that 65% of bettors are unwilling to share private documents, such as bank statements, for gambling checks. In response, the UKGC stressed that operators would not need to request documents following an assessment and that it would provide guidance to help businesses avoid creating "unnecessary friction" for their customers. The regulator also highlighted data from its study suggesting that, on average, frictionless assessments would only be unachievable for 1 out of every 1,000 customers. While acknowledging industry reports that different credit reference agencies can produce varying data for the same individual, the UKGC noted that the pilot has provided valuable insights into these discrepancies. The UKGC stated: “We are encouraged that the pilot has yielded important data regarding differences between credit agencies. This information will help us compare the consistency of current operator processes and determine practical steps should we decide to move forward with implementation.” Keeping players in the regulated market The core of the UKGC’s message emphasized that the assessments are intended to help customers gamble sustainably within the regulated sector. “Support measures are most effective when they help customers maintain sustainable habits rather than driving them to land-based venues, other operators, or the illegal market,” the regulator noted. “While operators have noted that intervening when financial vulnerability is detected can create friction, we must remember that providing support to those in financial distress is the fundamental goal of this policy.” The UKGC pointed out that individuals in the pilot group were two to four times more likely to have a debt management plan and two to five times more likely to have defaulted on a payment in the past year compared to the general public. The results of the pilot will now be reviewed by the Gambling Commission Board to decide on future actions, though no specific timeline for this review was given. “If a decision is made to implement these assessments, we will collaborate closely with the industry and credit agencies on a sensible rollout plan,” the regulator concluded. “We are conscious of the risks associated with over-implementation or a rushed rollout, which could result in unnecessary hurdles for consumers.” This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   mkodo has appointed David da Silva as its new Managing Director, succeeding Co-Founder Stuart Godfree in a change of leadership. As the Pollard Banknote-owned firm celebrates 25 years in business and continues its growth, da Silva contributes his expertise in product, commercial strategy, and regulated iGaming markets. As mkodo moves into a new era, Godfree was commended for his role in the company's development, steering it from a pioneer in early mobile innovation to an internationally recognised technology provider for operators. Godfree commented: “Achieving 25 years is a significant milestone for mkodo. The company is well-positioned, with established technology, enduring partnerships, and a superb team.  “Under David’s guidance, mkodo will maintain its innovative edge while concentrating on reliability, compliance, and user experience in the globe's most heavily regulated markets.” David da Silva, Managing Director at mkodo. Image: mkodo In his new role as Managing Director, da Silva is of the view that iGaming operators who can prove their experience and build trust will be the ones to thrive.  He remarked: “Fundamentally, iGaming is an entertainment service—yet it now functions under strict regulatory oversight. The successful operators going forward will be those capable of providing seamless, captivating experiences alongside strong, automated compliance. Achieving this equilibrium will separate the leaders from the rest.” Under its new Managing Director, mkodo plans to grow its core product offerings, such as GeoLocs, to help operators navigate international regulations and provide superior player experiences. da Silva added: “Regulatory landscapes in markets such as Brazil and parts of North America, including the recent developments in Alberta, Canada, are changing rapidly. This presents both potential and challenges. Our mission is to empower operators to expand with assurance—creating enjoyable experiences for players while upholding the most rigorous compliance standards internally.” For more stories like this, visit the new SBC Media YouTube Channel, SBC's central hub for multimedia content, where our experts provide in-depth analysis of the major news from the sports betting, iGaming, affiliate, and payments sectors. This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   Betable has demonstrated its technological capabilities by introducing three new sportsbook brands to the UK market during the first half of 2026. The company has managed the UK debut of the three brands—Ivy Bet, RightBet, and Bet442—which now compete among other sportsbooks licensed by the UK Gambling Commission (GC). In these launches, Ivy Bet operates as the new sportsbook division of Ivy Casino, and RightBet arrives as a fresh challenger brand. Separately, Bet442 has transferred its sportsbook operations to the Betable platform to improve performance and broaden its services. This rollout includes two entirely new brands: Ivy Bet, the sportsbook extension of Ivy Casino, and the newcomer RightBet. It also underscores Betable's expanding function in providing both new and existing operators with scalable, regulation-compliant sportsbook infrastructure. This deployment of multiple brands represents a strategic achievement for Betable as it works to cement its status as an essential technology and compliance partner within the UK's intensely competitive betting sector. Betable states that these collaborations highlight the robustness of its platform in scaling operations in the UK's iGaming and sportsbook industry—widely considered one of the world's most fiercely competitive regulated markets. The UK gambling industry entered a new fiscal period on 1 April, with Remote Gaming Duty (RGD) fixed at 40%, leading to stricter cost management and operational adjustments for operators. Additional pressure is anticipated, as the tax on remote betting (excluding horse racing) is due to rise from 15% to 25% starting 1 April 2027. In this context, Betable asserts that its platform will supply the technical efficiencies and regulatory assistance necessary for challenger brands to compete successfully in the UK. Charlie Noble, Chief Operating Officer at Betable, commented: “The simultaneous launch of several sportsbook brands on our platform showcases the adaptability and scalability of our technology. “The UK continues to be one of the globe's most competitive and strictly regulated betting environments, and we are honored to back brands such as Bet442, Ivy Bet, and RightBet as they build and grow their market position.” These launches point to a rising need among operators for adaptable sportsbook technology that can facilitate quicker market entry, smooth transitions, and compliant expansion in regulated markets like the UK. Mark Good, representing Ivy Bet, stated: “Introducing Ivy Bet is a logical next step after the achievement and swift expansion of Ivy Casino in the UK. “Broadening the Ivy brand into sports betting opens up fresh possibilities for players who like both casino and sports wagering. Betable's platform offers the regulated foundation needed to realize this goal.” This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   B2B technology provider mkodo is celebrating its 25th year with a change in leadership. Co-Founder Stuart Godfree is stepping down from the position of Managing Director, with David da Silva taking over the role with immediate effect. Godfree has been instrumental in the firm's growth, steering it from an initial emphasis on mobile innovation to its current status as an international technology partner for operators such as the British Columbia Lottery Corporation (BCLC), the Ontario Lottery and Gaming Corporation (OLG), and Superbet. This shift in leadership occurs during a period of major change in the iGaming and lottery industries, where operators are contending with increased costs and more stringent regulations. “Achieving 25 years is a significant and proud achievement for mkodo,” stated Godfree. “The company is on solid footing, with established technology, enduring partnerships, and a superb team. “Under David's guidance, mkodo will maintain its innovative drive while keeping a sharp focus on reliability, compliance, and player experience in the globe's most strictly regulated markets.” New mkodo Managing Director arrives with sector expertise The incoming Managing Director, da Silva, offers extensive experience in product development and commercial strategy within regulated environments. His hiring indicates a reinforced commitment by the London-based company to assist operators in harmonizing user experience with intricate compliance demands. His career history includes serving as Commercial Director at competing B2B suppliers Nektan PLC and Cashbet. He also held the post of Chief Operating Officer at the Dublin FinTech company Symphony FS briefly in 2018. From 2019 to 2024, he was the Chief Executive Officer at the odds comparison platform easyodds.com and continues to act as a Director at the consultancy headbaker. He comes to mkodo following his co-founding of the non-profit SoGood Partners in 2023, where he also held the position of Chief Marketing Officer. “Fundamentally, iGaming is an entertainment offering, yet it now functions under rigorous regulatory oversight,” said da Silva. “The operators that will thrive moving forward are those capable of providing both—frictionless, captivating experiences and strong, automated compliance.” Moving forward, da Silva will concentrate on growing mkodo's core product portfolio and aiding operators as additional regulated markets open. “At its heart, iGaming is an entertainment product, but one that now functions under intense regulatory scrutiny,” he elaborated. “The operators that will prosper in the coming era are those that can offer both—seamless, engaging experiences and sturdy, automated compliance. Striking that balance will separate the winners. “Markets such as Brazil and regions in North America, most recently Alberta, Canada, demonstrate the rapid pace of regulatory evolution. “This presents both opportunity and complexity. Our mission is to empower operators to grow with assurance—providing experiences that players enjoy, while upholding the most stringent compliance standards operationally.” This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   GR8 Tech is preparing to capitalize on this summer's Fifa World Cup with a series of enhancements. The platform provider announced that it has improved bonuses, tournaments, content delivery, and provider integrations within its casino segment to drive monetization and player retention. Lusine Khudaverdyan, Head of Casino at GR8 Tech, stated: “A World Cup can attract significant new traffic, but that traffic is only valuable if players are given a reason to remain. For casinos, this translates to more adaptable bonuses, captivating tournaments, robust content offerings, and provider features that assist operators in converting interest into repeat engagement.” GR8 Tech elaborated that product-level wagering will now enable operators to direct promotions towards specific casino verticals, such as live casino and instant games, instead of implementing site-wide promotions. Furthermore, operators will have the ability to utilize the same game across multiple tournaments, allowing players to participate in several simultaneously. The company added: “The World Cup will generate a surge in traffic, but long-term value hinges on how effectively operators convert that attention once players arrive. With upgrades across bonuses, tournaments, content coverage, and provider features, GR8 Tech is equipping its casino vertical to help operators transform short-term excitement into sustained revenue.” Maximising World Cup engagement Fifa anticipates that the tournament, which will be hosted across the US, Mexico, and Canada, will reach an audience exceeding 6 billion people, highlighting the growth potential for operators. A recent SBC Webinar examined the industry's challenges leading up to the tournament, including a shift in football consumption patterns, where many ‘Gen Z’ fans are more focused on supporting individual players rather than teams. Consequently, panel experts stressed that operators must be prepared to respond to emerging narratives throughout the tournament, particularly concerning stars like Argentina's Lionel Messi and Norway's Erling Haaland, who will be participating in his first World Cup. Malachy Rooney, Head of Football Strategy & Pricing at Flutter UK and Ireland, explained: “It’s [about] positioning ourselves to anticipate where we believe a narrative might be developing and then actively responding to it to provide customers with what they desire. “This could involve directing them to existing selections available across our sportsbooks or developing unique, one-off niche selections through specialized mechanics.” This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   Gustavo Petro has suffered a major political blow as Colombia's Humana government has been mandated to refund "emergency taxes" that were found to be unconstitutionally implemented. The latest ruling from the Constitutional Court of Colombia shows that judges have unanimously decided that taxes imposed by the administration, including a 19% VAT, must be returned to those who paid them. This decision comes after the annulment last week of "emergency taxes" authorized by President Petro for 2025, which were struck down because the executive branch failed to satisfy constitutional requirements for emergency powers. It is estimated that the Humana administration faces a COP 25bn (€5.5m–€6m) liability, mostly related to the 19% VAT on alcohol and online gambling purchases during the decree's enforcement. The 19% VAT, which began in March 2025, was widely criticized by the online betting industry as an overreach by Petro to fund healthcare and welfare projects in the 2026 Budget. Petro had hoped to raise between COP 11 trillion and COP 16.3 trillion (€2.5bn–€3.8bn) through these emergency measures. This setback is now considered a turning point for the government, particularly with the presidential election set for 31 May. The duration of the 19% VAT has caused significant upheaval in the online gambling sector. International operators scaled back their investments, with Codere announcing it would halt further capital in Colombia until the regulatory landscape became more stable. Trade organizations Asojuegos and Fecoljuegos criticized the government's actions, noting that DIAN tax collections from gambling fell by nearly 30% after the VAT was introduced. Meanwhile, the regulator Coljuegos reported its first funding gap for public health and education programs funded by gambling revenues. Following the court's decision, the DIAN tax authority must set up a system to refund money collected from late December 2025 to January 2026. However, the actual return of these funds is uncertain, as individuals must prove they personally paid the tax, creating a heavy administrative task. Significantly, the Court made a distinction that limits the total financial damage. Funds gathered through tax incentive programs—totaling roughly COP 1.6 trillion (€350m–€400m)—will not be paid back. These payments involve about 175,000 taxpayers who settled previous debts under special terms, which the Court ruled as "legally consolidated," allowing the state to keep most of the revenue. The Court ruled that the emergency decrees violated constitutional principles of "exceptionality" and "unforeseeability," emphasizing that tax policy must be reviewed and approved by Congress. Consequently, the decrees are now void, limiting the president's ability to bypass the legislative branch. Despite the order to repay, experts believe only a small part of the COP 25bn will be recovered, as Colombia's "requested right" system requires taxpayers to file claims manually rather than receiving automatic payments. For Petro, the ruling is both a fiscal obstacle and a structural setback for his tax plans. Without emergency powers, the government must use traditional legislative paths as Congress continues to discuss new tax frameworks for online gambling and other industries. This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   Tombola has brought back its “arcade experience” to set its offerings apart from competitors in the UK iGaming sector and unlock new revenue streams. The transition to an “Arcade 2.0 environment” aligns with the company’s 20th anniversary, as the Sunderland-based bingo and casual games operator seeks to build on two decades of growth and innovation that have expanded the appeal of its games among the UK public. Tombola frames the Arcade relaunch as more than a superficial update; instead, it positions this as a strategic move to boost player engagement in the most competitive segment of the UK iGaming market. Marion Ryan, managing director of Tombola, stated that the group is leveraging its long-standing expertise in responsible gaming and customer insights to craft a product tailored to its users. “This isn’t just a product refresh,” Ryan told iGaming Expert. “It’s a strategic entry into a market where standing out matters. We’re bringing 20 years of responsible gaming credentials, trusted brand heritage, and genuine innovation. Our customers deserve games with refreshed slots and instant-win titles designed specifically for them.” Tombola Breaking New Ground in the UK Alongside product innovation, Tombola continues to rely heavily on major media partnerships as a core pillar of its marketing strategy. The operator remains closely aligned with ITV programming, most notably through its long-running sponsorship of I’m a Celebrity… Get Me Out of Here!, which provides mass-market exposure and direct user acquisition opportunities via integrated app and broadcast campaigns. The brand has also maintained a presence across light entertainment formats, including the revived Deal or No Deal on ITV, where it combines broadcast visibility with exclusive in-app games and second-screen engagement. While no new headline sponsorships for 2026 have been publicly disclosed, Tombola’s approach reflects a continuation of the “broadcast plus product” model—using mainstream TV partnerships to direct audiences to its proprietary games and community-led experiences. This strategy has been reinforced since Tombola’s £405m acquisition by Flutter Entertainment in 2022, a move designed to diversify Flutter’s UK portfolio through Tombola’s soft gaming expertise and in-house content capabilities. As competition intensifies in the UK’s casino-led market, Tombola’s dual focus on exclusive content and mass-reach sponsorships underscores a broader effort to expand beyond bingo while preserving its distinct, player-first positioning. This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   Aggregation stands as a foundational pillar of the iGaming sector, enabling game developers to distribute their content across broad global markets and giving operators access to a vast library of titles to attract new players. Yet the role of aggregators now extends far beyond simply supplying thousands of games. Operators are seeking additional tools and services to help build a more immersive, unique player experience that lifts the lifetime value of their user base. Infingame is one such aggregator that is rising to meet this demand, delivering extra value to its full portfolio of operator partners and further strengthening its growing positive reputation across the industry. Confident in its ability to deliver on its promises, Infingame positions itself as the ‘number one aggregator in the space’ and is fully committed to retaining that leading position. But what is it about the company’s offering that fuels this high level of confidence? Dmytro Kryvorchuk, the provider’s Chief Operating Officer, notes that sheer content volume will carry little weight in 2026; instead, it is content performance and platform stability that set aggregators apart from their competitors. “Time-to-market is one of the most critical competitive differentiators today, so delays in this area come with tangible financial costs. Integration efficiency also counts for a lot,” Kryvorchuk stated. “A single API is now standard across the industry, but the clarity of its structure, the quality of its documentation and the level of support required throughout the setup process are what define the actual experience for an operator’s technical team. “Content performance is another metric we monitor closely. It is not enough to have a library of over 15,000 games – what matters is how many of those titles actually drive active user engagement.” Are aggregators offering too much content? On the surface, the core purpose of aggregators is to supply thousands of games to operators, but how many of those titles actually get used by end users? It is unrealistic to expect players to sift through thousands of titles to find the exact game they want to play. Instead, they anticipate that the games featured in the lobby will be the ones that align most closely with their preferences. This is the new industry benchmark, Kryvorchuk explained, adding that Infingame measures performance based on how content is actively used, rather than simply whether it is included in the library. “Not every game deserves equal levels of visibility, and operators do not have the time to work this out manually,” he added. “If an aggregator can offer guidance on what titles to promote, what to trial, and what to remove, all based on real performance data, that delivers instant value for partners. “Additionally, in a commoditised market, stability and reliability become a major competitive edge. If a platform is faster, better structured and experiences fewer glitches, operators notice that very quickly. It is also important to highlight the tools that determine how easily operators can manage their content, run promotional campaigns, or integrate their offering with gamification features.” With access to thousands of games, a full suite of supporting services and a strong brand to bring to market, operators are well placed to welcome large volumes of players. However, this can be both a major opportunity and a significant challenge at the same time. A sudden spike in traffic can put excessive strain on underdeveloped technical infrastructure, an outcome operators can ill afford at a time when player retention is such a high priority. Image: Infingame Kryvorchuk explained that Infingame places heavy emphasis on consistent monitoring and robust technical systems to manage these kinds of traffic flows effectively. “We put a lot of focus on provider-side stability,” he noted. “We continuously monitor performance across all our provider partners, and if any element is unstable, we either resolve it immediately or isolate it to prevent it from impacting the rest of the platform. Beyond that, we invest heavily in our operational capabilities. A team that can respond rapidly when issues arise is non-negotiable.” Elevating the user experience All of this technical work is designed to enhance the end user experience. After all, if an online casino cannot load games properly, or titles do not work as soon as a user selects them, players will almost certainly leave the site. But in increasingly competitive markets around the world, stability alone is no longer sufficient. The experience has to be genuinely enjoyable for users. That is why aggregators are no longer just content repositories, but now offer a full range of promotional tools to help keep players on site for longer, in turn lifting customer lifetime value (LTV). Infingame has rolled out a wide selection of promotional tools that its operator partners can deploy across a range of use cases, from casual slot play to live tournaments and ongoing player challenges. “Traditional bonus strategies often deliver fast results: you drive up deposits and lift user activity for a short window, but most of that value is front-loaded. Players sign up, redeem the offer, and a significant share of them churn afterwards,” Kryvorchuk explained. “With our promotional tools, the goal is to build long-term ongoing engagement instead of relying on one-off activations. “Mechanics such as Tournaments and Challenges give players a reason to stay active over an extended period, rather than just responding to a single offer. What is more, with more gamified tools, engagement feels more organic. Players participate because they enjoy the experience.” Delivering measurable results Games, aggregators, promo tools and all related services exist for one core purpose – to boost player engagement, raise customer LTVs and grow revenue. That is why Infingame, as part of its mission to be the number one aggregator in the space, has built out a comprehensive set of reporting features. Offering a unified client view in its reporting dashboard, Infingame has full reporting and analytics capabilities that let operators see which games are performing strongest and which tools are driving the highest levels of player engagement. And in Kryvorchuk’s view, transparency in reporting and proactive delivery of guidance for operators will drive the industry forward and separate market leaders from other players in the space. He concluded: “Aggregation will not stop at reporting – it will actively guide decisions around what content to promote, which games to rotate out, and how to tailor a portfolio for a specific market or player segment. “There will also be deeper integration with engagement tools, which will no longer operate as separate modules, but as part of one unified system where content, promotional campaigns, and player behaviour data are all fully connected.” This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.

(AsiaGameHub) -   Soft2Bet founder and CEO Uri Poliavich has announced that the firm has begun 2026 with significant momentum, driven by the launch of new brands, fresh sponsorships, and robust performance in international markets. Image: Soft2Bet Speaking to employees, partners, and industry journalists during a Q1 town hall, Poliavich compared the company’s progress to Formula One, stating that the groundwork laid in the first quarter will help them navigate the challenges ahead this year. “Ayrton Senna was one of the most remarkable figures in Formula One history,” he noted. “He would walk the track before every race to identify every potential opportunity. We adopted the same strategy in Q1, preparing ourselves for Q2 and the remainder of the year.” New Brand Launches from Soft2Bet The first quarter was a highly active period for Soft2Bet, which introduced five new brands to its portfolio. Focusing on regions where it has previously seen success, the company launched these new brands in Denmark, Romania, and Sweden. In Sweden, the Viking-themed brand Lodur—utilizing Soft2Bet’s MEGA gamification technology—was introduced, with Poliavich noting encouraging early data. In Denmark, the company strengthened its presence in one of Europe’s most established markets by launching three brands: Betinia, Bet Toro, and Quick Casino. Additionally, Soft2Bet debuted Zinx in Romania, a new platform for sports betting and casino gaming that features a cartoon-style character. Leading Market Performances Although Poliavich did not provide exact financial data, he identified the top-performing regions. Four markets occupied the top three positions in the company's global rankings. Denmark secured the third spot, supported by brand awareness campaigns through CampoBet and Betinia’s sponsorships of national football leagues. Tied for third were Greece and Sweden—both recognized as major European markets, despite the regulatory complexities found in the Swedish landscape. In what the founder described as a "surprising" result, Mexico emerged as Soft2Bet’s highest-performing market during the first quarter. “We entered the Mexican market with thorough preparation, which is why it exceeded our internal projections this quarter,” he remarked. Expanded Sponsorship Portfolio Alongside the brand launches, Soft2Bet finalized four new sponsorship deals in Q1 to increase brand visibility among new audiences. In addition to the Danish football league partnerships for Betinia and CampoBet, the company gained traction in Canada through deals with Rock League Curling and the Oshawa FireWolves. Furthermore, the company extended its partnership with FC Cluj in Romania for another season. Poliavich commented: “We value their competitive spirit and dedication. Despite not being from Romania's largest city, the results from Cluj are impressive. We aim to adopt their values and integrate them into our player experience.” Future Outlook Despite the strong start, Poliavich emphasized that Soft2Bet remains focused on growth. The company anticipates a 20% increase in GGR for the next quarter, with cost-saving measures expected to drive a 29% rise in EBITDA. The company is also looking forward to the World Cup this summer, which will be held in the US, Mexico, and Canada—three territories where Soft2Bet maintains a significant presence. To align with the tournament, the firm has introduced MEGA 11, a football management gamification tool, and MEGA Shoot, a player-versus-player tournament mechanic designed for the World Cup period. This article is provided by a third-party. AsiaGameHub (https://asiagamehub.com/) makes no warranties regarding its content. AsiaGameHub delivers targeted distribution for iGaming, Casino, and eSports, connecting 3,000+ premium Asian media outlets and 80,000+ specialized influencers across ASEAN.