Industry News
“Players Who Feel Safe Are More Likely to Stay with A Sole Operator For Longer”
While iGaming brands amass social responsibility fines by the millions allowing unhealthy behavior go unchecked, a better way exists for both operator and player
Responsible Gaming is more than just an industry buzzword or something to look out for. It has real-life consequences for everyone involved: brands, operators and, more importantly – regular people. As the National Council on Problem Gambling marks its Gambling Awareness Month, we stopped to take stock of social responsibility in the iGaming industry – is enough being done? What is holding us back as an industry? And what will the future bring?
The Brands & Regulator
Recent years have seen a crackdown by the regulator on many iGaming fronts, specifically social responsibility or as we know it – Responsible Gaming. In 2021 brands amassed more than £15M in fines for failing to meet social responsibility regulations and protect at-risk players. The trend is gaining momentum, just three months into 2022, operators have already amassed over £15M in social responsibility fines, yes, similar to the entirety of 2021. The total sum of penalties in 2019 covering all violations? A ‘mere’ £17M. Operators need to comply and fast to keep the money on their side of the table.
The people
The human price of operators’ reluctance to comply with social responsibility regulations is clear. There are degrees of unhealthy behavior, but at its worst, a gambling problem can devastate a person’s life, affect their loved ones, mental health, livelihood, and more. The risk shouldn’t be underestimated, regulatory zeal suggests.
“From my study and understanding these pathways, it seems that the need for entertainment and escapism leads certain players. In other cases, they’re driven by more impulsivity issues and a lack of ability to control one’s behavior,” said Sally Gainsbury, Director of the University of Sydney Gambling Treatment & Research Clinic.
“This doesn’t only affect the individual themself, but also 6-10 people around them. That’s why it’s important to prevent harm before they reach this critical level.”
So what’s stopping operators from simply, you know, following Responsible Gaming regulations? “The biggest hurdle is the lack of understanding of the appropriate KPIs and required actions brought down by regulators to work best towards minimizing gambling harm,” said Gainsbury.
If operators limit their most active players, the VIPs of sorts, it’s only reasonable to assume they’ll suffer massive revenue hit, much higher than any fine. But acting on RG makes more financial sense than one might think. “In the modern iGaming world, which includes land-based casinos, sports betting, digital, and all gaming forms, you don’t have to choose between revenue and socially responsible gaming,” said Michael Pollock, Spectrum Gaming Group’s Managing Director.
“The companies that tend to be the most profitable and the market leaders are the ones that take this responsibility seriously for several reasons: One – if you’re irresponsible, you’re leaving your customers dry. You want the customer to afford what they are spending. That’s the heart of responsible Gaming. Two, if you want the public’s trust and to be recognized as one that can be trusted with their money, RG has to be front and center in your business practices. If not, you’re not going to be a market leader. And three, if you don’t take the responsibility seriously, regulators will prevent your brand from renewing your license,” added Pollock.
The solution
Optimove, the leading CRM Marketing platform, has a different approach to Responsible Gaming. It offers a predictive model to identify players-at-risk and recognizes three maturity levels of an operator regarding responsible Gaming:
- Basic – Providing players the ability to self-exclude at any time. This is typically also the most rudimentary requirement of most regulated regions.
- Competitive – Exploring the various attributes that players demonstrate before they self-exclude. By creating a segment of customers who self-excluded, operators can identify suspicious attributes to try and mitigate them and reduce the number of players who become at-risk players.
- Advanced – Implementing a machine learning algorithm that helps operators predict which players are likely to become at-risk ahead of time. Such algorithm also allows operators to differentiate between at-risk and VIP players, who often share a few similar attributes.
VIP or At-Risk?
In the UK there has been a clear move by the main Operators towards a mass market/recreational customer. The average player values dropped accordingly and VIP programs have basically came to an end. This has been driven by the concerns around problem gambling and the big overlap between what was previously described as a VIP and what is now understood to be problem gambling issues.
Many companies still have two separate departments, CRM and RG, but the reality is that the result of this operational setup and the contradictions between definitions of success in each field, means that the different teams are not necessarily driving in the same direction when it comes to player care.
Use outreach to educate
Instead of creating player journeys consisting of only promotional campaigns, operators should begin putting a heavier emphasis on educational and informative content that encourages players to adopt healthier behaviors and reduce the number of players who become at-risk.
Operators must communicate carefully in the competitive gaming market, where 1-to-1 marketing communications is still an integral part of the experience. By segmenting customers into tiers based on their risk levels and adjusting the informative-to-promotional campaign ratio accordingly, operators can maintain the marketing aspect, and improve their revenue, while instilling more robust socially responsible practices.
Metrics to monitor
If traditional CRM marketing focuses on promotional offers to measure incremental Net Gaming Revenue as the main KPI, socially responsible marketing mix needs to measure player migrations from one risk level to another and overall retention rates.
To identify the marketing strategies that work best to maintain a high level of healthy-player engagement, operators should measure their campaigns’ impact on player behavior over time. Similar to A/B/n testing different treatments, entire player-journeys should be tested to evaluate how they affect player behavior and risk-level migrations.
Using different CRM Marketing tools, like Optimove, operators can easily create entire marketing flows and monitor how players migrate from one risk level to another, and adjust their marketing strategies as necessary. Gaining insight into how both campaigns and flows perform can empower operators to optimize their marketing strategy and reduce the number of players who become at risk.
For instance, one gaming operator segmented its customers into tiers based on their low, medium, and high-risk levels. Players with a low-risk level were given the occasional promotional campaign, while players in the medium risk level received 30% of the promotional campaigns, and so forth.
The future
On the predictive side of things, there is a huge amount more that operators can be doing to identify behavioural issues at a much earlier point in the customer journey. Once predictive models – which help identify at-risk players – are in place, operators do not need take a manual binary decision on whether to cut the player off or leave them alone, but can begin taking the customer through a RG journey that may first provide instructive content around the issue. If the behaviour doesn’t change, then limits can be brought in before finally cutting the customer off.
In the near future Responsible Gaming will be integrated into all business sides and will not remain a siloed responsibility of few. That means an organizational overhaul around the issue as every department within an operator or platform must be guided by RG principles. For example, in CRM terms, it means CRM Teams will have:
- A clear understanding of what RG principles need to be followed.
- These principles will be converted to customer attributes that are easily trackable and monitorable.
- Teams will have programs in place to foment healthy gaming behavior.
- Teams will have marketing tools that autonomously redirect customers to those programs when needed (to prevent and amend situations).
Doing this at scale however is challenging which is why AI should be the lead in predicting, identifying and managing at-risk players. Once a player is identified as being at-risk, the AI algorithm will autonomously reassign them to the appropriate segment, where the messages are less salesy, focusing more on adjusting the behavior, understanding the problem better and taking a step back if needed.
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Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
Bragg Gaming Group confirmed that it will release its first quarter 2025 financial results prior to the opening of the financial markets on Thursday, May 15, 2025. The release will be followed by a conference call at 8:30 a.m. Eastern Time, hosted by Bragg Chief Executive Officer, Matevž Mazij and Chief Financial Officer, Robbie Bressler, to discuss the Company’s financial results and provide a business update. During the call, management will review a presentation that will be available on the day of the call.
Context Networks Inc, the first programmatic advertising platform engineered for the gaming industry, has announced the rollout of its groundbreaking Deep Intelligence Marketing strategy, redefining how brands engage consumers in bars, taverns and on-premise slot route operations. Leveraging the power of AI-driven data analytics, machine learning and context-aware digital couponing, Context Networks is turning local venues into the next frontier of high-impact retail media. Through its Contextual Promotions Media Network (CPMN), Context is converting digital screens—such as slot machines in bars—into dynamic, smart advertising surfaces. These systems use advanced data signals to deliver highly targeted promotions based on real-time factors like venue type, consumer behaviour, time of day, and even emotional context, moving far beyond traditional static or cyclic Digital Out-of-Home (DOOH) advertising.
ACR Poker’s Blitz Bonus Boost promotion is back by popular demand to supercharger players’ bankrolls, offering a 50% bonus up to a sizzling $500. To take advantage, players need to deposit $25 or more by 11:59 pm ET on Saturday, May 31 using bonus code: BLITZ and ACR Poker will match 50% of it, up to $500.
Partnerships
International Game Technology PLC announced that IGT PlaySports technology is now powering retail sports betting at Silver Reef Casino Resort in Ferndale, Wash. This technology agreement builds on IGT PlaySports’ leadership in the region, marking the 11th casino in Washington State to deploy the Company’s award-winning sports betting platform, and the 10th casino in the State to leverage its trading advisory services.
Playtech and Hard Rock Digital (HRD) have launched New Jersey’s first-ever dedicated trivia experience on the top-rated Hard Rock Bet online casino platform. This milestone establishes Hard Rock Bet as the first operator to launch a dedicated Live Trivia Game Show in the state. Since the announcement of their strategic partnership in 2024, Playtech has provided a wide range of gaming content through Hard Rock Bet, including slots, card & table games, and live dealer games.
Everi Holdings Inc. announced the Company’s digital CashClub Wallet technology is powering Penn Entertainment Inc’s (PENN) “PENN Wallet” at M Resort Spa Casino in Henderson, NV. The “PENN Wallet” offers M Resort guests the ability to access cashless payments throughout the gaming floor via integrations with existing loyalty and payments systems. PENN currently utilises CashClub Wallet technology across 22 properties in 11 jurisdictions. CashClub Wallet elevates patron engagement with frictionless, omni-channel payments. Everi’s industry-leading cashless payments solutions drive additional volume, improve operational efficiencies and transform the traditional casino cash-centric environment into a modern, seamless experience for an enhanced player journey.
The post Gaming Americas Weekly Roundup – May 5-11 appeared first on European Gaming Industry News.
Amusnet’s Live Casino 2025 strategy is to empower operators and differentiate their offerings with bespoke game environments, exciting gameplay and enhanced winning potential through special features and significant multipliers integrated into a variety of new releases planned for the year.
“2025 is shaping up to be an exciting year for our Live Casino division. We are introducing a diverse range of standout games that blend entertainment, technology, and interactivity in new ways,” said Marin Dimitrov, Head of Live Casino.
One of the key highlights is Showtime Roulette 500x, a fresh take on the classic roulette experience.
“What sets Showtime Roulette 500x apart is its unparalleled customization capabilities. Operators can fully tailor the game environment to reflect their brand identity,” Dimitrov said.
This fast-paced European roulette reinvents the classics, featuring a host who presents, entertains and spins the wheel for a seamless, engaging experience. Thanks to advanced chroma technology, operators can uniquely brand the game, showcasing their logo and any bespoke background theme they desire. This creates a tailored and immersive experience that feels truly one of a kind for each operator and their players. Further enhancing player engagement, the thrill of potential rewards is heightened through random multipliers on every spin, with payouts amplified up to 500x, creating a truly exceptional gaming experience that elevates player excitement and satisfaction.
Another highlight of the year is Extra Crown Deluxe Live, which is “inspired by our slot top performer Extra Crown and offers an engaging blend of traditional slot excitement and the dynamic atmosphere of live casinos,” added Dimitrov.
This innovative live slot game retains the charm of the original while introducing upgraded mechanics and captivating gameplay. A dynamic studio setting, complete with a charismatic host, fosters a strong sense of community, bringing players together 24/7 to share in the excitement of every spin. With ten traditional symbols across 5 reels and 20 paylines, players can enjoy this classic slot action enhanced by features like Free Spins (with retrigger potential), Respins with expanding symbols and lucrative Cash Prizes (multipliers). The innovative Dynamic Reel Prizes and real-time Statistics further enhance the immersive gaming experience, topped off by the ever-popular Jackpot Cards bonus game and the chance to multiply wins via the Gamble Feature.
The latest release is Football Thrill, a high-speed live casino game that brings the excitement of football to the casino floor with instant, easy-to-play mechanics. With its simple gameplay and dynamic pacing, this Live Casino addition is designed to captivate both sports fans and casino enthusiasts. Fast, intuitive and built for excitement, this Live Casino game is the perfect addition to any live casino looking to attract players who crave action-packed, easy-to-play games.
Amusnet’s Live Casino strategy for the upcoming year centers on delivering innovative and immersive gaming experiences. This will be achieved through the introduction of enhanced roulette variations featuring captivating gameshow elements and significantly larger multipliers, boosting excitement and winning potential. The company is set to expand its offerings with a diverse selection of card games that blend classic gameplay with modern twists to appeal to both traditional and modern players. Further enhancing player engagement will be the range of interactive wheel-based games and gameshows incorporating thrilling new mechanics.
The post Amusnet Unveils Live Casino Strategy for 2025 appeared first on European Gaming Industry News.
Your recent AML Outlook report highlights over €36 million in fines issued across Europe in just one year. What recurring weaknesses or compliance gaps are regulators most commonly identifying in payments and e-money firms?
John Gidla (JG): Regulators continue to flag underinvestment in anti-financial crime controls as a key concern for payments and e-money firms. Common themes include weak governance, limited oversight, and fragmented controls, all of which increase vulnerability to financial crime. There’s a growing expectation that firms scale their compliance frameworks in line with their risk exposure and growth trajectory
The report mentions that AML compliance can be costly—yet the reputational and financial risks of non-compliance are even greater. What are the most cost-effective measures firms can implement today to strengthen their AML frameworks without overwhelming their budgets?
JG: While not all firms can afford advanced compliance tools, strong governance remains one of the most cost-effective ways to reduce risk. Practical steps such as training staff on emerging threats, embedding a culture of accountability, and regularly updating frameworks as the business grows can go a long way in strengthening AML resilience without major spend.
With the creation of the EU’s new AMLA authority, do you expect a more consistent and centralized enforcement approach across Europe? How might this change how firms prepare for inspections and adapt their compliance strategies?
JG: AMLA has the potential to bring greater consistency to AML enforcement across the EU, addressing long-standing issues caused by fragmented supervision and uneven implementation by national authorities. Its impact will depend on how much direct oversight it gains, how assertively it acts on cross-border risks, and whether it can close the regulatory gaps that have permitted high-profile scandals. Firms should expect more rigorous and standardised inspections and will need to ensure their compliance programmes are not only locally robust, but scalable across jurisdictions.
Vixio emphasizes the importance of a proactive rather than reactive compliance culture. In your view, what does a ‘proactive’ AML strategy look like in 2025, and what technologies or best practices are leading firms adopting to stay ahead?
JG: A truly proactive AML strategy in 2025 extends beyond technology to encompass a strong compliance culture at every level of the organisation. Leading firms understand that combating financial crime isn’t just the responsibility of the compliance team — it’s integrated into day-to-day operations, with senior leadership driving risk awareness across departments. In terms of technology, firms are increasingly adopting AI, machine learning, and automated monitoring systems to detect suspicious activity early and reduce human error. However, culture plays a critical role; firms that foster a compliance-first mindset and invest in ongoing staff training are better positioned to adapt to emerging threats and ensure that their compliance frameworks evolve in step with business growth and digital transformation. A proactive approach also means constantly reassessing risk and using data to predict and prevent issues, rather than just reacting to them. With regulations in constant flux, and regulators ramping up enforcement, proactive compliance looks like implementing strategies to anticipate regulations, not just react to them. In Vixio’s PC Outlook Report, we found that a clear majority of firms surveyed are using some form of outsourcing for their compliance functionality, turning to firms like Vixio to get ahead of regulatory change.
Thanks to John Gidla, Head of Payments Compliance at Vixio, for his insightful responses.
The post Exclusive Commentary from Vixio On Their AML Outlook Findings appeared first on European Gaming Industry News.
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