日期: 2026年5月27日

(AsiaGameHub) -   UK betting firms have been granted additional time to prepare for changes related to deposit limits, as the deadline for rolling out new policies has been extended by three months. The Gambling Commission’s recent statement arrives during an intense debate about gambling affordability in the UK, where the regulator has not yet decided on the timing or feasibility of introducing Financial Risk Assessments (FRAs). This week, the regulator confirmed that the implementation date for the new deposit limit rules—first announced last October—has been shifted from 30 June 2026 to 30 September 2026. Starting on that date, only gross deposit limits will be allowed for fixed time periods. Rolling and fixed time frames can be used for other types of limits. Operators have three tasks to complete by 30 September: Provide gross deposit limits to their customers and re-add gross deposit limits to the options available to users Guarantee that gross deposit limits are labeled as "deposit limits" and ensure no other limit types use this term Present gross deposit limits with "at least equal visibility as other kinds of financial limits" The Commission and Its Affordability Agenda Affordability was a top topic of discussion during the 2020–2023 review of the 2005 Gambling Act. Debates over deposit limit rules and the concept of "affordability checks" frequently grew intense. Upon the release of the review’s White Paper in April 2023, the government proposed establishing Finance Risk Checks—still commonly called "affordability checks," though the Commission chooses not to use that phrase. These checks are split into Vulnerability Checks (already in effect since February 2023) and FRAs (which the Commission has not yet rolled out, as noted earlier). The measures and their pilot programs have sparked significant controversy, leading to widespread debate and even resignations in recent months. Through establishing more explicit rules for deposit limits, the Commission aims to let UK consumers have better control over their money while gambling. The regulator may also be hoping that customers can avoid triggering a Vulnerability Check or a potential FRA (if the measure is eventually adopted) by proactively setting and adhering to deposit limits. When the new rules were first announced last October, Helen Rhodes, the regulator’s Director of Major Policy Projects, commented that the Commission aimed to "empower consumers to have better awareness and control over their gambling activities." 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) -   State of Origin 2026 gets underway for UK audiences this morning, and it may well be the final iteration of the series before wide-ranging advertising and sponsorship reforms come into effect. The New South Wales Blues will face off against the Queensland Maroons for the 45th edition of the annual best-of-three series, with the opening match kicking off at Accor Stadium in Sydney at 8:05pm local time, equivalent to 11:05am UK time. Many fans are once again debating the biggest State of Origin player matchups – Tedesco against Ponga, Cleary versus Walker, Robson up against Grant – but a broader, long-running conversation has sat at the heart of Australian public debate in recent months: the standoff between gambling reform advocates and the gambling industry. Last month, Prime Minister Anthony Albanese confirmed that the Labor government intends to roll out "strong and decisive actions" to curb the spread of gambling advertising. The far-reaching 2027 reforms being introduced Starting 1 January 2027, the Australian government will put the following five measures into practice: Broadcast TV restrictions: A maximum of three gambling adverts per hour allowed between the hours of 6am and 8.30pm Live sport ad blackout: A complete ban on gambling adverts during all live sports broadcasts airing in that same time window Radio watershed rule: Prohibition of gambling adverts during school commute periods, specifically 8-9am and 3-4pm Digital platform controls: Online gambling adverts will only be accessible to logged-in users who have completed age verification confirming they are 18 or older, with mandatory opt-out functions required to be available Sporting environment bans: All gambling adverts will be removed from stadium premises, as well as from the uniforms worn by players and match officials While the high-stakes on-field action is guaranteed to continue in coming years, the lineup of corporate partners affiliated with State of Origin after 2026 remains undecided. For instance, Sportsbet, named as a "headline sponsor" for this year's State of Origin series and also a major National Rugby League (NRL) partner, may be forced to adjust its existing arrangements to comply with the new rules. Gambling advertising has been a longstanding point of controversy in Australia, and three years ago, the late MP Peta Murphy tabled her parliamentary inquiry into gambling-related harm and federal policy interventions, titled "You win some, you lose more". This document, now widely referred to as the "Murphy report", only received an official government response recently. Officials noted they have already advanced several of Murphy's proposed reforms, including a nationwide ban on using credit cards, credit-linked digital wallets and cryptocurrencies for both online and in-person wagering transactions, which came into force in June 2024. Mandatory warning taglines for gambling content were introduced in 2023, the national self-exclusion register BetStop launched that same year, and policies to classify loot boxes and other 'gambling-like' content in video games were also rolled out. However, pressure has been growing on the government over the pace of its response. Many critics have raised questions about the length of time it has taken officials to address and implement the measures suggested in the report, which are designed to curb the widespread expansion of the gambling industry. Even so, the policies set to take effect at the start of next year may be the most impactful to date. While rules banning gambling adverts during live sports broadcasts before 8:30pm have already been introduced in Australia, many figures have campaigned for further reforms for years, including Senator David Pocock. Speaking back in 2025, he said: "Almost 80% of Australians are completely fed up of turning on their TV to watch sport with their kids, only to be met with a flood of adverts featuring people posing as commentators and experts breaking down betting odds. "That is not what sport is intended for. On top of that, you see these adverts in your social media feeds when you go online, and you hear them in podcasts. "Gambling adverts have totally saturated Australia. In a country that has the highest per capita gambling losses in the world, we clearly should be prioritising taking real action and treating this as the public health issue that it is." This widespread saturation is clearly reflected in available data. According to Nielsen Ad Intel, the gambling and gaming industry in Australia spent an estimated AU$187.75 million on advertising in 2024. While this marks a decrease from the $239 million spent the previous year, these figures do not include in-stadium advertising or sponsorship agreements. The Australian Communications and Media Authority (ACMA) also found that, in the 12-month period ending 30 April 2023, the majority of gambling advertising spend was concentrated in free-to-air television markets, which made up 68% of total outlay. Over that same period, more than a staggering one million gambling adverts were estimated to have aired across free-to-air television and metropolitan radio stations, with half of all ad slots promoting online gambling services. Even with the government's commitment to cracking down on gambling advertising clear, criticism still remains. Pocock, for example, has described the current proposals around sports podcast sponsorship as "bonkers" and "totally unworkable". More than three million State of Origin viewers could face reduced exposure Gambling adverts will almost certainly be prominent across Australian State of Origin broadcasts from half-time onwards this year, but major reforms are on the horizon. The sponsorship lineup for State of Origin will almost certainly have to be overhauled from 2027, as will the sponsorship partners for individual NRL clubs, along with brands displayed on stadium advertising boards and in television ad breaks. And while these changes may put a dent in the revenues of betting operators, clubs and broadcasters alike, they will be warmly welcomed by those who have campaigned tirelessly for gambling reform across the country. State of Origin matches consistently draw audiences of more than three million people across Australia – meaning that starting with the 2027 State of Origin series, as many as three million fewer Australians could be exposed to gambling adverts at a time when they are most likely to be tempted to place a bet. While next year's changes may seem insignificant in the moment compared to the highly anticipated on-field events of this year's State of Origin, they will certainly mark a step forward for Australian authorities in their bid to reduce gambling-related harm. 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 Legislative Assembly of Costa Rica has acknowledged significant deficiencies and lack of clarity in the regulation of gambling, noting its failure to safeguard citizens and state interests from illicit gambling activities. Discussions have recommenced in the Legislative Assembly in San José as the government confronts new estimates revealing that illegal operators account for 53% of Costa Rica’s lottery and betting sector. This estimate was presented to the new administration of President Laura Fernández Delgado, who assumed office on May 8th. President Delgado, elected on a platform committed to combating crime, was informed that the Costa Rican economy loses approximately $300 million annually to illegal gambling operators who exploit vague laws and limited supervision of online gambling activities. Unlike most regulated markets, Costa Rica operates without a specific online gambling licensing framework or a centralized gambling authority. Historically, international online gambling operators have been permitted to establish corporate entities under domestic commercial laws, provided they do not target Costa Rican consumers or infringe upon the monopoly rights of the state-owned Junta de Protección Social (JPS). However, policymakers are increasingly arguing that this framework has not evolved alongside the expansion of digital gambling, thereby exposing governance weaknesses that organized illegal operators continue to exploit. Against this backdrop, lawmakers have moved to revive gambling reform under legislative file 25.600, “Strengthening and Modernisation of the Social Protection Board (JPS)”, positioning the proposal as both an institutional overhaul and a consumer protection measure. Presenting the initiative, Vice President of the Legislative Assembly, Esmeralda Britton framed the reforms as a necessary intervention to protect public resources. “Today we take a crucial step to protect Costa Rica’s social resources,” Britton stated. “We cannot allow organized crime and illegal platforms to continue taking advantage of a legal vacuum while thousands of people depend on these funds to receive care and opportunities.” Government Aims for Enhanced Oversight Capabilities Rather than focusing solely on enforcement powers, policymakers are striving to rebuild Costa Rica’s broader governance capacity. The proposal introduces technology-led supervisory systems specifically designed for digital gambling environments, including: Systems for real-time monitoring of gambling activities Mandatory software audits to enhance operational supervision Frameworks for algorithm certification to mitigate manipulation risks Increased transparency controls throughout gambling operations Strengthened institutional oversight of digital gambling ecosystems Authorities also intend to reinforce coordination between gambling supervision and Costa Rica’s wider financial intelligence infrastructure. The proposal calls for more extensive collaboration between the JPS and crucial state institutions: Financial Intelligence Unit (UIF) — to bolster anti-money laundering surveillance Costa Rican Drug Institute (ICD) — to enhance criminal intelligence cooperation National Council for Financial System Supervision (CONASSIF) — to broaden oversight of financial activities linked to gambling Britton contended that regulatory modernization and consumer protections must increasingly function in tandem. “This legislation brings Costa Rica into the digital era,” she remarked. “Regulating through technology also implies safeguarding individuals, particularly minors and vulnerable groups. We aim for serious, modern, and transparent regulation.” JPS Cautions That Governance Has Not Kept Up The current proposal also reintroduces goals from Bill 25.057, a previous gambling reform effort put forward in late 2025, which lawmakers ultimately rejected in early 2026. This rejection caused apprehension within the JPS, which has consistently maintained that Costa Rica’s regulatory framework has struggled to adapt to technological advancements. In an earlier statement to SBC Noticias, Rosario Masís Pérez, Coordinator of Communications and Public Relations at the JPS, cautioned that a lack of regulatory progress perpetuates inherent structural weaknesses. “The absence of updated regulations maintains a market where illegal platforms and networks operate without paying taxes, without adhering to control standards, without safeguarding minors, and without contributing funds to social initiatives,” Pérez informed SBC Noticias. Pérez further cautioned that inadequate supervision generates broader governance risks that extend beyond merely overseeing gambling. “These systems create economic flows that criminal organizations can exploit.” She also highlighted digital transformation as a pivotal regulatory challenge for Costa Rica. “The market has shifted towards online platforms and digital operations. This heightens the risk of illegal network expansion, identity theft, and the diversion of resources beyond institutional oversight.” The focus now shifts to President Laura Fernández Delgado’s administration to see if Costa Rica can at last implement significant reforms to a gambling framework that has long been criticized for its disjointed nature and lack of transparent oversight. Although legislators have resumed discussions, no official timeline has been set for implementing substantial changes to supervisory controls, institutional governance, or regulatory enforcement capabilities. Costa Rica continues to be the sole Central American country without a dedicated gambling authority—a situation it can no longer afford to maintain. 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) -   Marina Rodov, CEO of EdgeLabs, reveals her formula for successful game development and details how the company is fostering expansion for its aggregation platform, EdgeLabs Connect.  For readers who may be new to EdgeLabs, could you please introduce yourself and the company? What services do you offer the industry, and which markets do you operate in? Image: EdgeLabs Marina Rodov: EdgeLabs is a worldwide game developer and aggregation platform dedicated to providing complete gaming solutions for operators—and, in the end, for the players. We create our own proprietary slot content and also offer operators entry to a wide network of third-party studios via our aggregation platform, EdgeLabs Connect. Our distinct advantage is merging inventive game creation with streamlined distribution within a single ecosystem. We serve both free-to-play and real-money gaming sectors, with a significant emphasis on North America, where we anticipate substantial long-term growth. All our products are built to be scalable, commercially viable for operators, and truly engaging for players. It has been very gratifying to see this strategy gain recognition, notably with our recent nomination for Rising Star in Casino Supplier at the SBC Awards Americas. Can you describe your product development approach and the reasons behind the strong player affinity for EdgeLabs games? MR: Fundamentally, our games aim to capture a genuine sensation. I believe we've truly tapped into something that resonates with players; the manner in which each title delivers a fun, memorable session every time they play. Many studios design their games with exaggerated early wins to artificially attract players. That isn't our method. We remain faithful to what the true gaming experience ought to be. It transcends a mere name or logo—it's about the underlying substance, the principles, and the type of player engagement we aim to foster. In highly crowded markets, what makes certain EdgeLabs games stand out? MR: We don't leave growth to chance. We engineer it. That's a creed we truly embody. Our team is expanding, but we maintain a lean, commando-style operation; we communicate constantly, research player preferences, and integrate those insights into each new release. The development cycle progresses organically, and we observe the brand strengthening consistently. I attribute the distinctive "edge" in our games to two factors: our exceptional team and our fantastic players. Our players are informed, devoted, and expressive. They have clear expectations from EdgeLabs, which motivates us to deliver genuine experiences. We highly value that feedback cycle. Major hits like Diamond 10x, Blue Bird Bonus, and Mark of Z are among your portfolio. What drives their popularity, and is there a common thread linking them? MR: This allows me to elaborate on the previous point, as our players are indeed our most valuable resource. Blue Bird Bonus debuted late last year, and in the subsequent quarters, our players shared their preferences and desires. We heeded their feedback, modified the game mathematics for increased multipliers and volatility, and are now launching Blue Bird Bonus Extreme. We are thrilled because we know our player community has been anticipating this. Diamond 10x and Mark of Z are our other top-performing titles, and I believe their shared success hinges on one key aspect: player retention. We have cultivated a dedicated player base not only by providing high-quality gaming experiences but also by concentrating on delivering unique, exclusive experiences. That is our perpetual pursuit. In addition to your proprietary games, EdgeLabs operates the EdgeLabs Connect aggregation platform. Why is owning your aggregator crucial, and what distinguishes you from competitors? MR: As noted, our strategy draws inspiration from military commando units: remain agile, precise, and targeted. We develop what clients genuinely require, not what merely appears impressive in a sales presentation. This year is centered on establishing substantial distribution by uniting suppliers and operators via our platform. We are also facilitating reverse integration, assisting gaming providers in leveraging our technology to develop their own unique selling propositions.  Our differentiation stems from speed and variety. For game studios, we eliminate lengthy processes and facilitate go-lives within weeks. For operators, we diligently expand our portfolio with a diverse mix, including crash, skill, instant, slots, and live games, tailored to the market. However, the most significant differentiator is the collaborative experience with our team. It is considerably more personalized than the standard aggregator relationship, a quality our partners recognize immediately. What are EdgeLabs' plans for the rest of 2026 and the future? MR: The upcoming phase for EdgeLabs is major. We are undertaking bold global expansion, not merely accessing new markets but also substantially boosting our game and product production. We aren't pursuing fleeting fame. We are establishing solid, meaningful market presence in each region we enter. Regarding aggregation, securing a position in this market is challenging. Yet, that is precisely what motivates us to start strong. Our partners can look forward to an extensive back-office system soon, enabling seamless onboarding, new game launches, and promotional management with simple clicks. We are dedicated to fostering a supportive ecosystem by linking operators and suppliers through strategic alliances, intelligent technology, and high-quality account management that truly drives growth. We take genuine pride in that personal approach. 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) -   Issue 40 of SBC Leaders magazine hits stands today, showcasing interviews with executives from Fanatics, bet365, Hard Rock, FanDuel, DraftKings, Betsson, Apuesta Total, and Allwyn. Developing a standout product that resonates with sports fans is crucial for establishing a robust sportsbook brand, according to Selena Kalvaria, Chief Marketing Officer of Fanatics Betting & Gaming, in the latest issue of SBC Leaders magazine. In the cover interview, Kalvaria shares the reasons behind her move from a thriving high fashion career to the sports betting sector, as well as her observations post-transition. Fanatics is a household name among U.S. sports fans, courtesy of its extensive replica sportswear and merchandise arm—and that unparalleled reputation was the initial draw for Kalvaria to the role. Since joining the company, Kalvaria has realized that the brand’s name would hold little weight with bettors if the online gambling team hadn’t emulated the clothing division’s fan-centric approach to product creation. The company’s Fair Play injury refund feature was so well-received by customers that competing sportsbooks have copied it, while FanCash mirrors the interactive nature of retail loyalty programs for betting users. “You need to create an outstanding product and offering that people value—and the team that was here before me excelled at striving to have the top product in the market,” Kalvaria states. “By integrating FanCash and focusing on Fair Play, our connected ecosystem, and loyalty program—all of which are central to our brand identity—we constantly improve the experience for both customers and fans. That’s the core purpose of Fanatics.” Also featured in the cover story, Mark Hughes, Chief Trading Officer at Fanatics, notes that in a competitive landscape with long-standing competitors, offering the right product can help “give customers no reason to depart”. Though he admits those rivals have “some very strong offerings”, Hughes is sure his team has nailed their product. “We’re at a stage where our product is of extremely high quality, our loyalty program operates across all channels, and we have long-term customers who are highly engaged,” Hughes remarks. “Everything has fallen into place. We now receive plenty of customer feedback stating, ‘I signed up for FanCash, but your product is just as good as FanDuel or DraftKings’.” No One Is Forecasting an Apocalypse for Sportsbooks One of Hughes’s responsibilities is to craft “reasons for customers to switch over and stay” — and as a U.S. operator, this involves attracting users of prediction markets. Yet, even though Fanatics has rolled out its own Fanatics Markets platform, Hughes doesn’t anticipate that platforms like Kalshi and Polymarket will be able to compete with licensed sportsbooks in the long run. “Matching our product range will be challenging. If things develop such that there’s a parlay product with high margins and generous offers, then maybe they can compete,” he notes. “But without that, I don’t view them as the same product—even if they appear and feel very similar to customers. I find it hard to see them eating into our market share significantly in states where sports betting is legal.” This perspective is shared by James Cooper, Senior Vice President of FanDuel’s Flywheel & New Ventures division (which focuses on identifying and launching new high-growth products), in another part of the magazine. FanDuel Predicts is one such product; it has helped expand the operator’s total addressable market into states like California and Texas, where legal sports betting isn’t widely accessible. Even though Cooper was directly involved in launching one of these products, he doesn’t think prediction markets will harm the legal sports betting industry significantly. “We don’t consider the sportsbook ecosystem to be outdated in any way, and it remains our guiding principle,” he states. “Sports betting is still the most straightforward and well-established method for fans to interact with sports results—especially in regulated markets that offer strong consumer protections and tangible benefits to states.” The magazine also includes Marc Dunbar, President of IMGL, assessing the debate surrounding the legal standing of prediction markets. bet365 Sets Sights on Top Position in U.S. Market Although prediction markets have been making headlines, bet365’s growth in the U.S. over the past year has received little media attention. The UK-based operator initially adopted a careful strategy for the U.S. market, but unlike many European peers that spent lavishly during the post-PASPA gold rush era, it is now starting to flourish. It has become a top-five operator in many of the 17 states where it operates, a feat that Trip Stoddard, Head of Business Development for North America, credits to the company’s investments in localization and technology. Stoddard is pleased with the progress made in recent months, but no one should assume the company will be satisfied with its current position among the competitors vying for market share behind FanDuel and DraftKings. “If you look at bet365’s history and everything we’ve accomplished globally, we don’t enter markets where we’re okay with being in the top five. We don’t enter markets where we’re okay with being in the top three,” he says. Stoddard adds: “We’re here to be number one. There’s obviously a top two. We’re keeping an eye on them, but we’re customizing our product and marketing to a point where we don’t just believe we can compete with them— I’m confident in saying we think we can outperform them.” A Tour of the Global Betting Landscape Issue 40 of SBC Leaders also features interviews with Steph Sherman, Chief Marketing Officer at DraftKings, discussing customer acquisition during the World Cup, and Donald Tabone, Chief Information Security Officer at Betsson, on the threats cybercriminals pose to operators. Additionally, Rafi Ashkenazi, Chairman of Hard Rock Digital, reflects on his career in the gambling industry; Kenneth Morton, Group CFO at Allwyn, provides insider insights into the OPAP merger; and Gonzalo Perez, CEO of Apuesta Total, talks about the Peruvian market. Moreover, the issue includes an in-depth analysis of emerging market opportunities in Latin America and an exploration of why industry lobbying efforts keep failing. You can get a copy of SBC Leaders issue 40 at the SBC Summit Americas in Fort Lauderdale this June, or access the digital version 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) -   The Better Gambling Forum (BGF) and SBC Events & Media have entered into a strategic partnership aimed at advancing a practical, scalable approach to player protection across North America and other global regions. This partnership will leverage SBC’s events and media platforms to boost participation and engagement with BGF’s Responsible Gambling 3.0 framework, with a core focus on converting policy guidance and research insights into real-world application for gambling operators, regulatory bodies, and health systems. BGF Chair Shawn Fluharty stated: “The Better Gambling Forum is dedicated to turning empirical evidence into actionable steps. Backed by our Responsible Gambling 3.0 framework and independent scientific oversight, we are supporting policymakers, regulators and operators to move beyond well-meaning intentions and adopt solutions that deliver genuine reductions in gambling-related harm. “The next phase of our work centers on scalability and consistency: developing practical, evidence-led standards that support a safer, more sustainable gambling ecosystem for players, the industry, and wider society as a whole. We are thrilled to partner with SBC to expand our reach at their Americas Summit and in future initiatives.” As part of the collaboration, BGF and SBC will host a flagship panel session at SBC Summit Americas (taking place June 9–11) that explores how to build a modern public health response to problem gambling, while also encouraging more responsible engagement with the gambling industry. The session will bring together leading figures across public health, policy, the gambling industry, and digital platform spaces, including: Patrick J. Kennedy, former U.S. Congressman; leading national advocate for mental health andaddiction support; Dr Nathan Carroll, National Medical Director at InSite Health; member of the American Psychiatric Association’s Council on Digital Health, Innovation, and Technology; Toby Ewing, affiliated with Stanford School of Medicine; Brain Capital Advisor; and former Executive Director of the California Mental Health Services Oversight and Accountability Commission; Paul Pellizzari, Vice President of Global Social Responsibility at Hard Rock International; Dr Eraka Bath, Professor of Psychiatry at the David Geffen School of Medicine, UCLA. This Summit session is the first in a series of discussions hosted across SBC’s events and media channels – including the Player Protection Hub – that aim to raise awareness of and internationalize BGF’s mission to build practical legislative and operational frameworks that support a truly safe and sustainable gambling ecosystem. SBC Managing Director Andrew McCarron said: “We have made significant progress in recent years with our online Player Protection Hub, as well as Player Protection Symposiums held in Lisbon, Florida and Toronto. We hope these channels can accelerate BGF’s work, and that SBC can play its part in delivering real, positive and practical progress for an industry widely known for its huge innovative potential – let us ensure it is also safe and sustainable for everyone involved.” This panel, alongside future planned discussions, will explore actionable paths forward, covering early policy design, intervention models, integration with wider behavioral health systems, the role of digital platforms in shaping user behavior, and how the industry can align around consistent, unified player protection standards. Notably, BGF’s work is overseen by an independent Scientific Oversight Committee, made up of eight academics with specialized gambling expertise from across the globe. The committee’s core goal is to ensure all BGF initiatives are firmly rooted in evidence, ethical guidelines, and industry best practices. This panel is part of a robust lineup of safer gambling content at SBC Summit Americas, which also includes a dedicated Player Protection Symposium on the breakout stage featuring some of the most prominent and influential thought leaders from across North and South America. 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) -   Finland's liberalized gambling market is set to open on July 1, 2027, yet with 13 months remaining, numerous questions from industry stakeholders await answers. A lengthy legislative journey that began in 2022 concluded when President Alexander Stubb signed the Gambling Bill into law in January 2025. This legislation ends the monopoly of state-owned Veikkaus, establishing a multi-license system. To date, 28 license applications have been submitted, as reported by Pekka Ilmivalta, Head of Office at Nordic Legal Finland, during a Gaming in Finland webinar last week. “Business plans are in development, media marketing strategies and relationships are being formed, and sponsorships and corporate setups are underway,” he stated. “There is significant activity.” Limited Finnish media options for operators Ilmivalta anticipates over 50 applications by the launch date. The sector is also gaining clarity on expected regulations, with a further draft order from the National Police Board currently open for feedback. “We expect some advice and direction from the regulator in Q1 2027, but the situation remains fluid,” Ilmivalta commented. “Much work remains. Simultaneously, there are other crucial aspects to address to be prepared in approximately 13 months.” Marketing is a primary consideration. Similar to other newly regulated markets, Finland is poised for an initial surge of activity—comparable to the US in 2018-2020 or Brazil in 2025, though with a smaller population. However, promotional campaigns are prohibited until the market officially opens. This grants state-owned entities—Veikkaus and Paf (the betting operator for the autonomous Åland Islands)—a notable advantage. Paf has already initiated marketing efforts through a partnership with Formula 1 champion Kimi Räikkönen. “We have held extensive discussions with Finnish media and marketing agencies regarding sponsorship possibilities,” Ilmivalta noted. “With an anticipated 50 operators entering, media inventory and attractive sponsorship deals are limited. This presents another angle. To secure the prime media and sponsorship opportunities, proactive steps are essential.” A plan is essential for success in Finland Entering the Finnish market in 2027, like any new jurisdiction, involves inherent risks. It is possible that not all operators will remain by 2028, whether due to competitive pressures or regulatory breaches. Regulatory clarity is another concern. Although the law is approved, including rules on marketing, certain aspects—such as player protection, a contentious topic between the industry and charity/health groups—are not fully settled. “The uncertainty surrounding technical specifications is concerning, and waiting until the last moment could mean waiting too long,” said Niklas Bondestam, COO of Espoo-based gaming technology firm Ubetec. “You may need to assume a minor risk, begin preparations early, and hope your approach aligns with the final rules. Even in a marathon, you might miss your target time. The pressing question is: when will we receive all the final details?” Bondestam's advice is straightforward: companies targeting Finland must begin preparations immediately. “Begin considering your necessary actions,” he urged. “Develop a plan so you're not starting from scratch once the final regulations are published. Have a strategy and commence work without delay.” Balancing preparation with caution This preparation must involve understanding the known specifics of the legislation. Clémence Barret, Head of Direct Sales Gaming and Online at French IT services company Docaposte, advised operators to pay close attention to Finland's rules concerning player transaction data. “Do not focus on the technical details now, but you must grasp the broader implications for your operation,” she explained. “This means operators will require a robust data infrastructure to support their activities.” The key lesson from the webinar is this: ensure you are preparing diligently, but avoid moving too hastily. A delicate balance is required. Emphasizing the critical role of product strategy, Jaakko Soininen, Managing Director of iGaming technology provider Finnplay, said: “My foremost recommendation to operators is to thoroughly plan their product now. The technology will provide support, but competitive battles are largely determined by the product, so focus investment there.” However, cautioning against premature action, Ilmivalta warned operators against any marketing before the launch, even if it allows Veikkaus and Paf a visibility advantage. “If you commence full-scale marketing prematurely, the authorities will undoubtedly pursue you,” he said. 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 UK-based gambling company bet365 has officially commenced operations in France, having received the necessary approval from the Autorité Nationale des Jeux (ANJ). This launch occurs just weeks before the commencement of the 2026 FIFA World Cup. This development, which has been in progress since last year, signifies a major new entrant into the regulated French online betting market in recent times. The French market has experienced considerable shifts over the past few years, most notably with FDJ United's acquisition of the Kindred Group brands and Betclic's merger with Tipico under the Banijay Group. Now, 2026 appears to be the year for bet365 to broaden its reach in another market, with its French platform now accessible via its website and mobile applications. The operator is also set to release a series of promotional campaigns, targeting the market in anticipation of a busy global sports schedule that includes Roland-Garros, the UEFA Champions League Final featuring Arsenal vs PSG, and the Tour de France. This launch further solidifies bet365’s European presence as the company continues its international expansion into regulated territories. In announcing the launch, bet365 stated that its French offering has been specifically tailored to meet the preferences of local customers and comply with regulatory mandates. The operator is introducing several of its signature betting features to the market, such as Bet Builder, Cash Out, Bet Tracker, and Match Live, in addition to “Sub On Play On” – a relatively new feature that allows certain player-specific bets to remain active even after a player has been substituted. “bet365’s expansion strategy has always been built around combining the scale, technology, innovation and expertise of a global brand with the understanding and appreciation of local customs and culture,” stated Alex Sefton, bet365’s Global Chief Marketing Officer. “Our arrival in France will be no different. We’re thrilled to create a product and experience tailored specifically for French players, within a framework fully compliant with the requirements of the French National Gaming Authority.” bet365 to comply with stringent French regulations The company highlighted its commitment to responsible gambling as a core element of the launch. French customers will have access to a variety of self-exclusion tools, gambling controls, and links to national support services, including Joueurs Info Service and Evalujeu. Furthermore, bet365 has established a partnership with Association de Recherche et de Prévention des Excès du Jeu (ARPEJ) to provide support to players exhibiting signs of problematic gambling behavior. The French market has become increasingly competitive due to stricter regulations and consolidation among licensed operators. A new ANJ algorithm, designed to detect instances of problem gambling, was introduced shortly before bet365's entry into the jurisdiction. This coincided with the revelation that French players identified as high-risk accounted for 60% of gross gaming revenue, amounting to £1.03 billion. France also currently imposes the most rigorous tax regime in Europe. This became even more stringent in July 2025 with the implementation of the renewed Social Security Financing Act, which increased the public levies rate for online sports betting from 54.9% to 59.3% of GGR. Point-of-sale public levies rose from 41.1% to 42.1% of GGR, while online poker public levies increased from 0.2% to 10% of GGR. Consequently, bet365 will face significant challenges in making the jurisdiction profitable, as evidenced by the recent difficulties experienced by FDJ. However, bet365 has achieved success globally, as demonstrated by its owners, the Coates family, who were ranked 17th on The Sunday Times 2026 Rich List with a net worth approaching £10 billion. The operator, which is the largest private-sector employer in its hometown of Stoke-on-Trent, also confirmed plans to expand beyond sports betting in France, with online poker and horse racing betting anticipated to launch at a later date. 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.