With iGaming regulation changing in multiple European and Latin American markets, Paysafe’s Rory Howard considers the invaluable role of payments

By Rory Howard, GM of iGaming for EMEA, Paysafe

After enacting new gambling legislation at end-2023, Brazil is expected to launch its iGaming market on January 1^st. With 215m people, Latin America’s most populated country is almost certain to rapidly become a major global jurisdiction. Annual gaming revenue is forecast to grow to $4.9bn within five years, according to Vixio.

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While the new Brazilian market offers an important opportunity for operators, licensing includes significant regulations to negotiate, including around payments. With other markets also enacting or considering more robust iGaming regulation, the operators that successfully navigate this new space can make change pay.

From Sao Paulo to Sweden via the UK

In April, Brazil published an Ordinance on operators’ payment requirements, preventing players from depositing using credit cards, cash, cheques, pay slips, bank slips and cryptocurrencies. Withdrawals of winnings will only be possible via electronic transfer between the operator and the player’s bank account, which must be a financial institution authorized by the Brazilian Central Bank.

Such restrictions, especially around credit cards, are part of a broader global trend to promote responsible gambling. In neighbouring Argentina, the Buenos Aires legislature is currently considering a bill to ban credit cards and social assistance debit cards for online betting in the capital region’s regulated market.

Over in the UK, operators have not been able to offer credit card deposits since the Gambling Commission restricted this in April 2020. More recently, the UK government’s Gambling Act Review white paper, which was released in April 2023, has resulted in more robust know your customer (KYC) checks for operators, including on affordability. From August all UK bettors depositing a net £500 needed to be checked, lowered to net deposits of £125 from February.

And UK operators are also facing marketing restrictions. From summer 2026, front-of-shirt Premier League football club sponsorships will no longer be an option following the association’s voluntary ban. In addition, the government is currently considering whether bonuses should be tightened, though it appears unlikely that the UK will go as far as Brazil’s complete ban on bonusing and free bets.

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The UK isn’t the only European country strengthening its iGaming regulatory framework, with Sweden only allowing operators to offer players a single sign-up bonus following the Scandinavian country’s re-regulation of the market in 2019. More recently, the Swedish gambling regulator has come out in favour of the government’s proposed ban on credit cards for iGaming from April 2025.

Playing and paying it forward

With Sweden’s eastern neighbour, Finland, looking to liberalize its government monopoly with a licensing system for private operators by early 2027, the only constant when it comes to iGaming regulation is change. While regulatory change providers operators with opportunity, they need to have a solid strategy in place.

The global regulatory space is highly complex and diverse, so it’s essential for operators to develop a robust compliance framework that covers all the different legal requirements for each global market. Against the backdrop of the responsible gambling shift, KYC protocols have never needed to be more granular, requiring automation and specialised software for the highest accuracy and efficiency.

Payments are an indispensable element in negotiating the new regulatory landscape. Every market is unique, including when it comes to payments. If a jurisdiction restricts credit cards or other payment methods, operators’ cashiers need to include alternatives such as digital wallets, eCash or even pay-by-bank options to ensure players don’t abandon a brand before they become a customer.

With markets restricting bonuses and other marketing channels like sponsorships, operators need to ensure they are getting payments right. Payments – including quick payouts and deposits and the availability of preferred payment methods – are much more important factors in players’ selection of online sportsbooks than sign-up offers and sports sponsorships, according to Paysafe’s 2024 research.

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More broadly, it’s also vital for operators to choose the right payment provider. Partnering with a payments company with global experience and which offers a comprehensive range of its own and third-party payment solutions, including local payment methods (LPMs) like Brazil’s Pix, will enable operators to effortlessly tailor their cashiers to a particular market.

Whether in Brazil, Argentina, the UK, Sweden or Finland, the global iGaming market is diversifying from a regulatory perspective. While the changing space poses significant challenges, it gives savvy operators an opportunity to ensure their brands and cashiers are not only compliant but have a completive edge that will ultimately pay out.

Rory Howard

As General Manager for iGaming in the EMEA region at Paysafe, Rory oversees the company’s online gambling business in the U.K. and continental Europe as well as neighbouring regional markets. He has close to 20 years’ experience in payments and fraud analysis, with a strong focus on the iGaming space. Rory’s previous roles include payment leadership positions at The Rank Group, Racing Stars, Gamesys, and Eyas Gaming.

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SOFTSWISS, a leading technology provider for iGaming, has further solidified its presence in the European market by securing certification for its Jackpot Aggregator in Bulgaria. 

The iGaming market in Bulgaria is experiencing significant growth, attracting new businesses despite stringent domestic regulations. The market is projected to generate 168.70 million euro in revenue by 2028, with an annual growth rate of 5.42%. The number of users is expected to reach 377.3 thousand by the same year, further highlighting the sector’s momentum.

In line with this growth, SOFTSWISS announces that its Jackpot Aggregator has received certification from Gaming Laboratories International (GLI), ensuring it meets all technical requirements for use in the Bulgarian market. With the new certification of the SOFTSWISS Jackpot Aggregator, Bulgarian-licensed operators can integrate this advanced engagement tool into their casino offerings.

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In May, SOFTSWISS successfully entered the Bulgarian market through a partnership with Topwin.bg, which implemented the SOFTSWISS Casino Platform, the Game Aggregator, and the Sportsbook.

“We are seeing a strong surge in interest in our jackpot mechanic, fueled by the growing demand for engagement tools in the market. That’s why we are committed to further developing the Jackpot Aggregator, enhancing its features, and expanding into new markets. Certification for the Bulgarian market is a clear testament to our ambition and drive for expansion. We are actively working on obtaining certifications in other jurisdictions,” comments Angelina Stasiuk, Head of Business Line at SOFTSWISS Jackpot Aggregator.

SOFTSWISS has several international and national licences and certifications, including a South African licence acquired through the purchase of a majority stake in Turfsport. The company recently announced its plans to become the first certified software provider in Brazil.

About SOFTSWISS

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SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka Affiliate Platform, the Sportsbook software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.