Interviews
Exclusive Q&A with Tim Grice, CEO of Connective3
We are going through one of the most difficult times in human history. The Corona virus pandemic has affected all spheres of human lives. The gaming industry is no exception.
How do the best minds of the industry analyze this rapidly evolving situation?
That’s what we want to find out with this exclusive interview with Tim Grice, the chief executive officer of Connective3, a top-notch digital marketing agency in the gaming industry based in the UK.
Here he talks about himself, his company, quick impacts of the COVID-19 outbreak in the industry and, best of all, some insightful advice on how to proceed during these tough times.
Here we go!
Q. First up, an introductory question. Tell us about yourself. Our readers love to hear top entrepreneurs talking about themselves.
A. I’ve been working in digital marketing for 13 years. I started out as a consultant in 2007, mainly working across SEO and PPC. In 2010 I joined Branded3 as Head of Search; there were no more than three people in the digital marketing team when I joined, but in 3 years we managed to grow the business to over £4m in revenue and 60 people.
Branded3 was acquired in 2013 and I took over the role of CEO in 2015, generating revenues of £7.2m and nearly 100 people in the business.
In 2019 I decided to collaborate with the founders of Branded3 and introduce a new agency brand to the mix, connective3. We have gathered together the most talented people I have worked with over a decade and have created a £1m / 20 person business in 6 months. We have huge ambitions and want to grow the business in the UK and internationally over the next 5 years.
Q. How is your business going at this time of Corona-induced turmoil?
A. Like everybody else things have slowed down. No businesses are willing to commit at such an uncertain time. However, we are working remotely very well and are even seeing some growth from our igaming and other online-only clients.
Q. What about affiliate marketing industry performance as a whole in these times? Some sectors in the affiliate world of gaming and gambling industry must be hit hard, right?
A. Any affiliates linked to travel, retail and hospitality are going to struggle immensely as no one is buying. However, we have seen an increased amount of traffic and conversions across igaming (casino/poker/bingo) as well as certain financial products and services. So very mixed, but there is no doubt some serious pain across multiple sectors.
Q. What do you think affiliate marketers in the struggling sectors should do at this stage? Any advice based on your experience?
A. It’s very hard to react as this is such a freak even; however, if possible I would recommend reviewing all content on your site, ensuring it caters to those using ‘online’ in their search queries. We have seen huge growth in ‘online + keyword’ searches across the board, and are reacting with our clients.
I think the whole crisis really spells out the need for businesses to invest in content aimed at the awareness stage of the customer journey, aspirational content to cater to customers who are browsing and wanting information before they make a purchase. Everyone is at home, no one is buying, but people are still looking in preparation for the end of this crisis. Investing in this area will put you in a stronger position when conversions dry up.
Q. Was the affiliate industry prepared to face such a crisis? What kind of course correction do the affiliate companies in the gaming and gambling sector require both in operation and strategies for tackling such a potentially long emergency period?
A. As above, I don’t think there is much that can be done to avoid the declines, only ease the pain. Investing in information-rich content, diversifying products and having international websites is probably going to be the best way to minimise the impact of a pandemic like this.
Q. What are your quick insights into the situation as we go through an ongoing crisis caused by the Corona outbreak? What are the lessons that you learned from this episode? This could be important as many warn us about similar outbreaks in the future.
A. The best piece of advice I can give is to keep your business cash rich. Have enough in the bank to see your business through six months of no revenue. It will still hurt when something like this happens, but it will allow you to navigate through it and give you the funds to invest when the world wakes up. We’re anticipating a huge wave of growth when normality returns and as a business, we want to be in position to take full advantage. Our strategy is very simple, give world class service and support to our clients and use this time to invest in our inbound marketing output.
Q. Which of the sectors in the gambling industry gained as a result of the recent crisis? It would be great if you can provide figures and stats to support your answers.
A. I can’t go into specific details about clients or numbers; however, on a whole we’re seeing quite stable numbers across the businesses we work with. Across casino, poker and bingo we’re seeing on an average a 20% increase in traffic in the UK, and even though sports betting has collapsed, we’ve seen a sharp rise in e-sports. People still want to be able to gamble even though certain products are unavailable.
Q. There is of course a reported surge in customer interest on the igaming betting front. Do you think it is sustainable during the post-crisis stage as well, when the traditional sports will be back in action?
A. I think the current surge is temporary and will stabilise when things settle down and events are allowed to continue. However, this may not be for a while looking at the current situation, so this could be a truly unprecedented summer for online casino/online poker/online bingo products. My advice would be to invest hard now in content marketing and make the most of what looks to be double digit growth in this area. We work with igaming brands getting quality links and coverage which are having a huge impact on rankings. This is where I would invest to take advantage.
Q. What would be your advices and suggestions regarding content marketing strategy for the gaming and gambling industry during this outbreak and after it? Should the old practices hold up or new ones should surface?
A. I have no doubt that buying links, link networks and other manipulative techniques still work to deliver rankings. However, we don’t advocate or practice this; our content marketing and digital PR team are one of the best in the industry and are actively working with multiple igaming businesses delivering hundreds of top tier links every month.
I would invest in informational content on your website, answering all the questions your customers could possibly have about your products and services. However, the main part of my strategy would go into digital PR and delivering high quality trusted links that deliver trust and authority in the long term, as opposed to quick fix strategies that last 3- 6 months. Decent link building can be done at scale now and deliver quantity as well as quality.
Brasil
A necessária contenção dos mercados preditivos no Brasil
Filipe Senna, sócio da Jantalia Advogados e secretário-geral da Comissão de Direito dos Jogos e Apostas da OAB/DF, analisa a recente decisão no Brasil de bloquear plataformas de mercado preditivo como Kalshi e Polymarket.
Ele argumenta que a medida reflete um passo regulatório necessário para sanar ambiguidades legais em um segmento que se situa entre ferramentas informativas, sistemas de apostas e derivativos financeiros, reforçando a necessidade de coerência e tratamento igualitário nos mercados regulamentados em constante evolução do Brasil.
Por Filipe Senna
O bloqueio de plataformas de mercado preditivo como Kalshi e Polymarket no Brasil, a partir de medida do Conselho Monetário Nacional (CMN) e de orientação da Secretaria de Prêmios e Apostas (SPA), é juridicamente consistente e segue a mesma lógica já aplicada a operadores de apostas ilegais.
A decisão não nasce de um impulso restritivo, mas da necessidade de preservar a coerência de um mercado que passou a ser regulado de forma mais clara nos últimos anos.
Embora essas plataformas se apresentem como instrumentos de leitura da opinião pública, sua atuação prática vai além do caráter informacional.
Parte relevante dos produtos ofertados se aproxima, e em alguns casos se equipara, às apostas de quota fixa reguladas pela Lei nº 14.790/2023. Eventos esportivos disponibilizados nesses ambientes replicam dinâmicas semelhantes às chamadas bolsas de apostas, o que torna difícil sustentar uma distinção material entre um modelo e outro.
Há ainda um segundo ponto sensível. Algumas dessas plataformas oferecem instrumentos que se assemelham a derivativos financeiros, com ativos vinculados a preços de mercado.
Por operarem fora do país, não se submetem às exigências da Comissão de Valores Mobiliários. O resultado é uma assimetria regulatória relevante, na qual empresas estrangeiras competem em condições mais favoráveis do que operadores que seguem as regras brasileiras.
Nesse cenário, o bloqueio cumpre uma função de proteção institucional, ele resguarda tanto o mercado de apostas quanto o mercado financeiro de distorções concorrenciais.
Empresas que atuam no Brasil com autorização precisam cumprir obrigações rigorosas, que incluem recolhimento de tributos, políticas de prevenção à lavagem de dinheiro e mecanismos de proteção de dados.
Permitir que outras operem à margem dessas exigências compromete a isonomia do sistema.
A medida também tem caráter indutor. Caso essas plataformas desejem atuar no país, deverão se adequar ao enquadramento jurídico correspondente ao tipo de produto que oferecem.
Se a atividade se assemelha a apostas, deve seguir a regulação das bets. Se se aproxima de instrumentos financeiros, deve observar as regras aplicáveis a esse mercado. Trata-se de um princípio básico de organização econômica em setores regulados.
Não há violação à livre iniciativa. No ordenamento brasileiro, a liberdade econômica convive com a necessidade de cumprimento de regras, especialmente em atividades que envolvem risco financeiro e impacto social.
A atuação estatal, nesse contexto, busca garantir que a concorrência ocorra em bases legítimas, sem favorecimento indevido a quem opera fora da jurisdição nacional.
Existe, de fato, um componente informacional nesses ambientes. Mercados preditivos podem oferecer sinais úteis sobre expectativas coletivas.
O problema surge quando esse elemento convive com estruturas que reproduzem a lógica de apostas ou de produtos financeiros de alto risco.
Nesses casos, o usuário deixa de interagir apenas com informação e passa a assumir riscos típicos de jogos de azar ou de operações especulativas.
Um exemplo ajuda a ilustrar essa fronteira. Há mercados em que o participante precisa prever, em intervalos de 5 (cinco) minutos, a variação de ativos como o Bitcoin.
A dinâmica, embora apresentada como preditiva, se aproxima mais de jogos de azar ou de mecanismos semelhantes às antigas opções binárias, cuja natureza sempre esteve associada ao risco elevado e à ausência de proteção adequada ao usuário.
Diante dessa zona cinzenta, a postura adotada pelo regulador é prudente. Interromper a atividade permite aprofundar o debate, definir critérios mais claros e evitar que lacunas normativas sejam exploradas.
Só a partir dessa delimitação será possível discutir, com segurança jurídica, eventual regulamentação futura para esse tipo de plataforma.
O objetivo final é preservar um ambiente econômico equilibrado, em que inovação e livre iniciativa possam coexistir com regras claras. Sem isso, o risco não é apenas jurídico, mas também de credibilidade de todo o sistema.
Filipe Senna
Sócio do Jantalia Advogados e Secretário-Geral da Comissão de Direito dos Jogos e Apostas da OAB/DF. Autor do livro ‘A Regulação da Sorte na Internet’
The post A necessária contenção dos mercados preditivos no Brasil appeared first on Americas iGaming & Sports Betting News.
bets
The necessary containment of predictive markets in Brazil
Filipe Senna, Partner at Jantalia Advogados and Secretary-General of the Gaming and Betting Law Commission of the OAB/DF, analyzes the recent decision in Brazil to block predictive market platforms such as Kalshi and Polymarket.
He argues that the measure reflects a necessary regulatory step to address legal ambiguities in a segment that sits between informational tools, betting systems, and financial derivatives, reinforcing the need for coherence and equal treatment within Brazil’s evolving regulated markets.
By Filipe Senna
The blocking of predictive market platforms such as Kalshi and Polymarket in Brazil, following a measure by the National Monetary Council (CMN) and guidance from the Secretariat of Prizes and Betting (SPA), is legally sound and follows the same logic already applied to illegal betting operators. The decision does not stem from a restrictive impulse, but rather from the need to preserve the coherence of a market that has become more clearly regulated in recent years.
Although these platforms present themselves as tools for gauging public opinion, their actual operation goes beyond an informational function. A significant portion of the products offered approaches—and in some cases is equivalent to—fixed-odds betting regulated under Law No. 14,790/2023. Sporting events made available in these environments replicate dynamics similar to so-called betting exchanges, making it difficult to sustain a material distinction between one model and another.
There is also a second sensitive issue. Some of these platforms offer instruments resembling financial derivatives, with assets linked to market prices. Because they operate outside the country, they are not subject to the requirements of the Securities and Exchange Commission. The result is a relevant regulatory asymmetry, in which foreign companies compete under more favorable conditions than operators that comply with Brazilian rules.
In this context, the blocking fulfills an institutional protective function: it safeguards both the betting market and the financial market from competitive distortions. Companies operating in Brazil under authorization must comply with strict obligations, including tax payments, anti-money laundering policies, and data protection mechanisms. Allowing others to operate outside these requirements undermines the system’s fairness.
The measure also has an inducing character. If these platforms wish to operate in the country, they must adapt to the legal framework corresponding to the type of product they offer. If the activity resembles betting, it must follow betting regulations. If it approaches financial instruments, it must comply with the applicable rules for that market. This is a basic principle of economic organization in regulated sectors.
There is no violation of free enterprise. In the Brazilian legal system, economic freedom coexists with the need to comply with rules, especially in activities involving financial risk and social impact. State action, in this context, aims to ensure that competition occurs on legitimate grounds, without undue advantage for those operating outside national jurisdiction.
There is, in fact, an informational component in these environments. Predictive markets can provide useful signals about collective expectations. The problem arises when this element coexists with structures that replicate the logic of betting or high-risk financial products. In such cases, users no longer interact solely with information but instead assume risks typical of gambling or speculative operations.
An example helps illustrate this boundary. There are markets in which participants must predict, in 5-minute intervals, the variation of assets such as Bitcoin. Although presented as predictive, the dynamic is closer to gambling or mechanisms similar to the former binary options, whose nature has always been associated with high risk and insufficient user protection.
Faced with this gray area, the regulator’s stance is prudent. Suspending the activity allows for deeper debate, clearer criteria to be defined, and prevents regulatory gaps from being exploited. Only after such delimitation will it be possible to discuss, with legal certainty, any future regulation for this type of platform.
The ultimate goal is to preserve a balanced economic environment in which innovation and free enterprise can coexist with clear rules. Without this, the risk is not only legal, but also related to the credibility of the entire system.
Filipe Senna
Partner at Jantalia Advogados and Secretary-General of the Gaming and Betting Law Commission of the OAB/DF (Brazilian Bar Association, Federal District chapter). Author of the book ‘The Regulation of Luck on the Internet’.
The post The necessary containment of predictive markets in Brazil appeared first on Americas iGaming & Sports Betting News.
apuestas
Nuevas reglas del CMN y SPA reorganizan el tablero del iGaming y las apuestas deportivas
Rafael Brunati y Celso Basílio, abogados de Silveiro Advogados especializados en mercados regulados, derecho corporativo y derecho de la competencia, analizan las recientes medidas adoptadas por el Consejo Monetario Nacional (CMN) de Brasil y la Secretaría de Premios y Apuestas (SPA/MF), así como su impacto en la industria del iGaming y las apuestas deportivas.
En este artículo, examinan cómo el nuevo marco regulatorio redefine los límites entre las apuestas, los instrumentos financieros y los modelos emergentes de mercados digitales, al tiempo que refuerza la Ley N.º 14.790/2023 como pilar central de la regulación del sector.
Por Rafael Brunati y Celso Basílio
El conjunto de medidas adoptadas recientemente por el Consejo Monetario Nacional (CMN) y la Secretaría de Premios y Apuestas del Ministerio de Hacienda (SPA/MF) representa un nuevo capítulo en la consolidación regulatoria del mercado brasileño de iGaming y apuestas deportivas.
Más que una respuesta puntual a los llamados mercados predictivos, las iniciativas señalan un intento más amplio de reorganizar los límites entre apuestas autorizadas, instrumentos financieros y actividades consideradas irregulares en el país.
La Resolución CMN N.º 5.298/2026 prohibió la oferta y negociación de derivados vinculados a apuestas, eventos deportivos, juegos en línea y temas políticos, electorales, culturales o de entretenimiento sin referencia económico-financiera.
En la misma línea, la Nota Técnica SPA/MF N.º 2.958/2026 encuadró las plataformas de mercados predictivos como explotación ilegal de apuestas de cuota fija, lo que derivó en el bloqueo de decenas de plataformas por parte de la Anatel.
El movimiento refuerza de manera clara la centralidad de la Ley N.º 14.790/2023 como marco regulatorio exclusivo para la explotación de apuestas de cuota fija en Brasil.
En la práctica, el gobierno ha comenzado a delimitar con mayor precisión quién puede operar en este mercado y bajo qué condiciones.
Las plataformas que buscaban posicionarse como mercados financieros, contratos de eventos o estructuras tecnológicas alternativas pasaron a ser tratadas materialmente como operadores de apuestas.
El mensaje regulatorio es directo: si el producto compite por el mismo público, utiliza una lógica económica similar a las apuestas y conlleva riesgo asociado a eventos futuros, tiende a quedar dentro del perímetro regulatorio de la SPA.
Desde la óptica regulatoria y de competencia, esto genera un efecto relevante para los operadores autorizados.
Las empresas que invirtieron en licencias, cumplimiento normativo, prevención de lavado de dinero, integridad deportiva, políticas de juego responsable y estructura regulatoria dejan de competir con plataformas que operaban al margen de estas exigencias mediante encuadres jurídicos alternativos. Se produce así un fortalecimiento indirecto del valor económico de la licencia regulatoria otorgada por la SPA.
Al mismo tiempo, este fortalecimiento viene acompañado de un aumento significativo de las obligaciones operativas y de cumplimiento.
Las recientes medidas también reabren un debate importante sobre los límites regulatorios de las llamadas betting exchanges y los modelos peer-to-peer.
La propia Nota Técnica SPA/MF N.º 2.958/2026 reconoce que la negociación entre apostadores y la existencia de precios dinámicos no desnaturalizan necesariamente la condición de apuesta de cuota fija. Esta interpretación es relevante porque acerca los mercados predictivos a las estructuras de bolsas de apuestas ya previstas en la Ley N.º 14.790/2023.
Este punto podría abrir espacio, en el futuro, para modelos regulados de betting exchange en Brasil, siempre que estén dentro del perímetro autorizado por la SPA.
Sin embargo, la regulación operativa de este formato aún no ha sido desarrollada por la autoridad, lo que mantiene un nivel importante de incertidumbre para los operadores interesados en innovación de producto.
Desde otra perspectiva, las medidas también tienden a generar una intensa judicialización. Existen debates relevantes sobre los límites de la competencia del CMN para restringir ciertos tipos de derivados, sobre la actuación interpretativa de la SPA respecto a los mercados predictivos y sobre el bloqueo de plataformas sin orden judicial.
Independientemente del desenlace de estas disputas, lo cierto es que el mercado brasileño de iGaming y apuestas deportivas entra en una nueva fase.
La lógica regulatoria deja de centrarse únicamente en la autorización formal para operar y pasa a incorporar de forma más intensa temas como integridad financiera, protección de usuarios vulnerables, gobernanza de datos, trazabilidad de pagos y supervisión operativa continua.
El sector continúa creciendo, pero ahora dentro de un entorno significativamente más sofisticado —y más exigente. Para los operadores autorizados, esto representa simultáneamente una barrera de entrada para competidores irregulares y un aumento relevante en los costos de cumplimiento. En un mercado cada vez más regulado, la diferencia competitiva tiende a depender menos de la capacidad de ofrecer apuestas y más de la capacidad de operar con seguridad regulatoria, integridad operativa y rápida adaptación a las nuevas exigencias del Estado.
The post Nuevas reglas del CMN y SPA reorganizan el tablero del iGaming y las apuestas deportivas appeared first on Americas iGaming & Sports Betting News.
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