Industry News
International Accolade for Campaign from the Danish Gambling Authority
At a conference for gambling regulators from all around the world, the Danish Gambling Authority has been awarded “Best regulatory campaign”. The award was given for the Danish Gambling Authority’s campaign “The One-Armed Bandit”, which on social media highlighted the consequences of gambling for young people under the age of 18.
The award was presented by a jury from the International Association of Gaming Regulators, an association of 81 gambling authorities from around the world. Every year, they gather for a conference to discuss current gambling topics across countries. This year, the conference was held in Rome under the heading “Navigate the future of gaming regulation in a transforming world”.
It was a proud Director of the Danish Gambling Authority, Anders Dorph, who received the statuette in front of the 400 participants at the conference gala dinner.
“I am incredibly proud and happy that we have won this award! It is a very special recognition and honour that our colleagues from all over the world have chosen our campaign,” said the Director.
Campaign personifies gambling addiction
Despite the fact that most types of gambling have an age limit of 18, a study by the Danish Gambling Authority in 2023 showed that 15% of young people aged 15-17 have gambled.
To prevent this and to prevent young people from becoming addicted to gambling, the Danish Gambling Authority launched the campaign “The One-Armed Bandit” in December last year, targeting young people aged 14 to 17.
The campaign talks about the potential consequences of gambling in a humorous and exaggerated way.
It does this through the fictional character, “The One-Armed Bandit”, who is the personification of gambling addiction. In videos on social media, the One-Armed Bandit tries to lure young people to gamble in unorthodox ways. He uses humour, sarcasm and provocative language to achieve his goal.
To spread awareness of the One-Armed Bandit among the target audience, the Danish Gambling Authority used influencers, among other things.
“It’s a very different campaign from our previous campaigns. It required completely new approaches and a lot of courage to reach a new and very young target group. The people we wanted to reach are very hard to reach with campaigns, but with “The One-Armed Bandit” we hit the mark and I’m very proud of that,” said Anders Dorph.
International recognition
When the nomination was written and sent to the jury for evaluation, Anders Dorph and the rest of the Danish Gambling Authority were very excited: “It’s one thing for us in little Denmark to think it was an unconventional campaign, but would our colleagues in the rest of the world understand the irony or would they think it was really about being enticed to play?”
The concern was put to rest when Anders Dorph, on behalf of the Danish Gambling Authority, lifted the trophy for the award, which was won in competition with three other countries’ campaigns.
“There was a great diversity in the nominees’ submissions, reflecting our members’ increasing efforts to improve the regulation of the gambling market,” said Sarah Kelly, Vice President of IAGR.
Campaign with impact
Subsequent surveys among the target audience showed that the One-Armed Bandit had actually made them reflect on their relationship with gambling: 44% said the campaign had made them think about how often they gamble and how much money they spend and 41% indicated that they have talked to their friends about how difficult it can be to control their gambling.
“It’s fantastic to be able to say that we have made a difference,” said Anders Dorph, who is also aware that the great results are a contributing factor to the authority being able to take home the international award from Rome.
He is joined by Sarah Kelly from IAGR: “The winners stood out for their commitment to improving standards to regulate the gaming market for the benefit of both industry and consumers.”
The agency Advice, in collaboration with the Danish Gambling Authority, is behind the campaign, which features comedian David Minerba in the role of the One-Armed Bandit.
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Industry News
LiveScore Group Announces Internal Restructuring as Part of Sustainable Growth Strategy
LiveScore Group has announced an internal restructuring process, expected to impact more than 100 existing roles across multiple business locations, including London.
The changes are seen as a difficult yet important step for LiveScore Group, streamlining the business to create improved structures and a pathway to long-term sustainable growth. All impacted employees have been informed and are now subject to a confidential consultation process.
Sam Sadi, CEO of LiveScore Group, said: “On behalf of all Directors of LiveScore Group, and the relevant subsidiary companies, we are saddened by the difficult decision to commence an internal restructure of the business, a process which impacts a significant number of our people.
“Whilst we celebrate our recent period of significant and exciting growth, we must now future-proof the organisation and ensure our internal structures allow us to achieve long-term and sustainable success.
“This is a hard time for all our people, as we say goodbye to colleagues who have played an important role in our journey across recent years.”
The announcement follows on from the recent news that LiveScore Malta Limited (part of LiveScore Group) is to withdraw its LiveScore Bet brand from the Netherlands following recent government tax increases in the market. The announcement includes those impacted by this. There will be no other customer impact in respect of any of the remaining LiveScore, LiveScore Bet or Virgin Bet sites globally.
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Pronet Gaming, an award-winning platform provider of full turnkey solutions, announced the appointment of Alexandros Karaoulis as its new Commercial & Product Strategy Lead.
With over 14 years of experience in the iGaming industry, Karaoulis brings a wealth of knowledge and expertise that will be instrumental in driving the company’s strategic initiatives forward.
Throughout his iGaming career, Karaoulis has held various senior roles with B2B sportsbook and casino providers, as well as with B2C operators. His extensive background in marketing and sales within the iGaming sector positions him as a true industry expert, ensuring that Pronet Gaming remains at the forefront of innovation in a rapidly evolving market.
“I am thrilled to join Pronet Gaming and excited to fulfill my role in developing and executing sales strategies to drive the company’s revenue growth in key markets,” Karaoulis said.
With a track record in commercial strategies and driving product excellence, Karaoulis’ appointment is invaluable as Pronet Gaming now seeks to expand its footprint to Asia. His vision and deep understanding of the iGaming landscape equip him to navigate the unique challenges and opportunities that the dynamic region presents.
“I want Pronet Gaming to lead the iGaming revolution by providing innovative, culturally tailored solutions that cater to the diverse and rapidly growing demands of the region. Through strategic partnerships, cutting-edge technology, and a deep understanding of local markets, we aim to empower operators to offer world-class gaming experiences that engage players and drive sustainable growth,” he added.
According to Karaoulis, Pronet Gaming is poised to make a splash in Asia by leveraging its advanced technology, flexible platform solutions and deep market expertise while adapting to the unique characteristics of the region.
“The key differentiation point of Pronet Gaming is that we have B2C experience, which greatly aids in understanding the needs of operators and helping them to improve and execute their strategy according to the market. I have worked in B2C roles for more than seven years in my iGaming Career and managed campaigns across various channels, optimised conversion funnels, and learned to use data to improve player acquisition and retention,” said Karaoulis.
Karaoulis acknowledges that the marketing skills he has acquired from B2C experience are valuable in every B2B environment. As he dives into his new role at Pronet Gaming, Karaoulis aims to guide his operator clients on how to better market their own sites, including providing them with advice on effective acquisition strategies, content marketing and campaign structures that appeal to iGaming audiences.
“I also focus heavily on engagement strategies, loyalty programs, bonuses, and personalised offers to keep players active and returning. In my new B2B role, I will advise clients on best practices for player engagement, helping them adopt effective loyalty programs, personalised marketing, and retention tactics that drive player lifetime value to improve the end-player experience for our clients’ sites,” Karaoulis added.
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Vbet has been crowned the Best Online Casino Operator 2024 at the highly coveted SiGMA Europe event, cementing its position as a leader in the online gaming industry.
This achievement highlights Vbet’s commitment to providing an exceptional user experience by combining cutting-edge technology with a vast range of options and a secure process. The dedication to creating a responsible, enjoyable environment for players was recognised with this award, making this accolade even more significant. As Vbet continue to expand into new markets, the list of strategic partnerships grows alongside our constant drive to expand its offering. This award serves as a stepping stone on its path to reach more players and set new standards in the industry.
Arman Khachatryan, VBET’s Managing Director, said: “We are incredibly proud to receive the Best Online Casino Operator award at SiGMA Europe 2024. This recognition is a testament to the hard work, passion, and effort of our entire team. Our mission has always been to deliver the highest quality experience in the safest environment possible to our users. This award not only recognizes our dedication to this mission but also motivates us to continue expanding into new markets and territories.”
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