Interviews
Roundtable: Marketing responsibly within a stricter environment

With emerging markets and countries taking a stricter approach to regulation in recent weeks, the subject of responsible marketing remains high on the agenda.
As an industry we understand the importance of being safe and responsible when engaging with end users with marketing material, but how exactly are operators and suppliers working together to ensure that best practices are maintained on a daily basis?
We asked Daniela Speranza, Head of Compliance at Betsson, Liesbeth Oost, Sustainability Manager at Aspire Global and Peter Christian Noer, Head of Country Managers at Soft2Bet, to discuss the tools and measures that are being utilised to improve the execution of responsible marketing.
Given the increased scrutiny around marketing across multiple regulated markets, do you think more can be done at platform level to support operators in their efforts to be more responsible?
Peter Christian Noer: Yes and no, we believe the responsibility falls on every operator, to ensure its marketing practices are kept in line with regulations. However, the more tools that can be provided the better. Especially in terms of targeting, so that operators can filter out under-age people easily.
It all comes down to data and what opportunities the platform provider has in place, if the system is kept secure and a trusted source of compliant traffic, then increased marketing budgets will be allocated to the platform.
Overall, it is in everyone’s interest that the platform can offer great protection, betting and data tools, although the responsibility of the allocated marketing budget should always fall on the operator.
Daniela Speranza: Yes, ideally platforms would be designed with responsible gambling considerations at their core, making it simpler for operators to achieve their objectives in this sense and comply with their ever-increasing obligations. For example, if platforms were to be tailored to cover market-specific legislation and advertising standards, I believe that it would be easier to protect the end-user, this of course being the ultimate goal of any responsible gambling requirements. The greatest thing about software is that it is plastic, and it can be moulded as we desire. This benefit must be used to our advantage as operators, always subject to the exigencies of the market competition, of course.
Furthermore, artificial intelligence and real-time alerting models can be integrated with platforms to provide efficient monitoring and analyses, enabling operators to interact proactively with players and ultimately providing end-users with the ability to make informed choices.
Liesbeth Oost: With AI and machine learning technology coming on in leaps and bounds in recent years, there’s a lot more that providers can do for operators in this space. For instance, in the world of affiliate marketing, an operator can have dozens of affiliates and the operator is responsible for ensuring each one remains compliant. When platform providers invest in developing the right solution, they have the ability to offer greater oversight on affiliates. This leaves the operator open to a lot less risk, which is a huge step forward, especially as stricter marketing rules are being enforced.
The industry has embraced a lot of different aspects of sustainability such as responsible marketing in the last two years. It’s easy to see how that is becoming more a part of the culture now, and this isn’t purely motivated by a fear of getting fined. Embracing compliance has led to better business, so it is no surprise that doing so with responsible marketing, for which Aspire is a strong advocate, has had a similar impact. It would be fantastic to see those efforts replicated in the wider industry, which could only serve to benefit operators.
What are the key differences between different jurisdictions approach to responsible marketing?
Liesbeth Oost: There are massive differences between jurisdictions. However, one steadily emerging trend is the markets that have regulated most recently seem to be the strictest. In the Netherlands, which has recently introduced its new regulatory framework, penalties on advertising violations result in non-eligibility to apply for a license.
Elsewhere, the US is very serious about each business’ role in the environment and its overall social governance. Embedding a culture of responsible gambling in a newly regulated country bodes well for the future of the market, promoting safer gaming experiences that players can enjoy.
Daniela Speranza: Whilst the intention of responsible marketing measures in different jurisdictions is more or less the same, namely, to reduce rates of gambling addiction and ramp up player protection efforts, especially for vulnerable groups such as problem gamblers and minors, there are key differences when it comes to how different jurisdictions approach it.
Certain measures in jurisdictions which do permit marketing are often similar regarding what can and cannot be included in communications regarding marketing material. For example, requiring ads to be socially responsible, not targeting minors or portraying sexual content.
At Betsson, we believe that advertising is vital for channelisation. Associations like the European Gaming & Betting Association’s (EGBA) are aiming to set long-term standards for gambling advertising content in Europe. Betsson is a member of EGBA and follows its Code of Conduct on Responsible Advertising for Online Gambling with a firm commitment on responsible gambling.
Peter Christian Noer: I wouldn’t say that there are many differences. Overall, they are quite similar with each jurisdiction having a unique trait. For example, some regulators will want a license number included in banners whereas others don’t mind.
The main rules to follow are quite consistent, such as not targeting minors, following good marketing practices, indicating terms associated with offers, offering full terms and including references to responsible gambling helplines or services.
Perhaps one of the biggest differences between jurisdictions is how many disclaimers need to be included. However, in my opinion, this doesn’t serve much of a purpose. In certain jurisdictions, regulators differentiate the number of disclaimers based on the market channel, as some allow for more to be included. However, this allows these regulators to bloat the requirements. I personally fail to see the point of including several disclaimer sentences in marketing messages, no one reads them, and, in any case, they are available online.
What sort of solutions does your company provide in supporting operators with their responsible marketing efforts?
Peter Christian Noer: As an operator ourselves, we mostly rely on the tools provided by partners at our disposal. In general, we maintain a strong level of communication with our provides and external partners.
We also normally work with partners that have operated within the industry before, since they have experience with special regulatory, technical and business requirements. More importantly they’ll also understand that our iGaming industry probably has more restrictions than others.
Since players’ trust is crucial in all markets, it’s also important that we as an operator market ourselves in a responsible and balanced manner. We also ensure that we stay within the guidelines and not go outside of them. Facing courts for marketing violations not only hurts the operator but the industry as a whole. We must acknowledge that we are an easy target and that we should all work collectively to improve the presentation of our offers so that they are clear and fair, otherwise future marketing restrictions will continue.
Daniela Speranza: Betsson understands the importance of identifying early signs of potential gambling-related harm and with this in mind, constantly invests in technology to develop automation and tools to help identify end-users at risk, such as late-night gamblers, chasing losses, heavy spenders, frequent depositors and limits being changed frequently. Our in-house built RG Prediction Tool with the help of various other reports, alerts and escalation processes is in use by a dedicated safer gambling team that is collating all data, analysing, and using the outcomes for interactions and interventions.
Betsson also ensures that marketing and advertising efforts are conducted in a socially responsible manner. Marketing and advertising communications are not aimed at, nor appeal to, underage persons (i.e., any age below the legal age for gambling in any jurisdiction where the communication is targeted) and carry appropriate warnings about underage gambling. By way of example, no logos or names of gambling products or services are found on products intended to be used or worn by underage persons. Advertising is not shown on any websites that children may frequent; YouTube and social media content are age-gated; celebrities or prolific persons are not used in marketing if they are under the age of 25, and persons that are shown, are shown to be gambling responsibly, for example no links to alcohol and gambling together.
The Compliance team is well integrated with the marketing teams and provides guidelines and training so that marketing is responsible and meets the various regulatory standards of moderation. Furthermore, the Compliance team oversees these functions to ensure that published marketing material follows internal guidelines and policies.
Liesbeth Oost: A huge challenge for most operators is how they monitor their affiliate partners to ensure they are always compliant. Overseeing every aspect of how multiple affiliates are performing is a massive task that cannot be done without the support of technology. To help with this, Aspire has partnered with Rightlander, which offers a range of solutions for affiliate compliance monitoring. Through its technology, we can identify affiliates bidding on client brand names, hijacking traffic and using their own tracking codes to intercept traffic.
Significant strides have been made in the world of machine learning and AI, which means that advanced platforms can actively optimise campaigns to a much greater extent and reduce the need for judgement calls on employees’ part. Most importantly for this issue, these tools can monitor a huge number of sites and flag any that may not be compliant in that market in an efficient manner.
Although our operating partners take care of their own marketing and relationships with affiliates, we are equipped to assist them in their operations and provide them with a service that ensures affiliates are not misrepresenting their brand.
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Alea
HIPTHER Community Voices: It’s Cybersecurity Awareness Month – Interview with Product Principal of Secure Solutions at Continent 8 Technologies, Craig Lusher

Reading Time: 5 minutes
October marks Cybersecurity Awareness Month, a global initiative dedicated to promoting online safety and equipping enterprises with the knowledge needed to mitigate cyber threats.
To recognise this important occasion, we connected with Continent 8 Technologies – widely recognised as the trusted cybersecurity partner for the iGaming sector. In this Community Voices feature, we speak with Craig Lusher, Product Principal of Secure Solutions at Continent 8, as he shares expert perspectives on the evolving cybersecurity landscape within the iGaming and online sports betting industry, including emerging challenges, opportunities, and industry-leading best practices.
How have cyber threats changed in the iGaming world lately?
Historically, most attacks were single-vector events focused on individual organisations. Today, we are seeing a marked increase in complex, coordinated threats. For instance, distributed denial-of-service (DDoS) attacks are often used to divert attention from concurrent credential stuffing attempts, and large-scale campaigns now target multiple entities – such as land-based casinos and online sportsbooks – simultaneously. Threat actors employ layered techniques to conceal their true objectives, executing multifaceted attacks across diverse groups.
Social engineering has emerged as one of the most prominent and rapidly evolving risks. Phishing techniques such as email scams, fake websites, text messaging or SMS and fraudulent voice calls have advanced significantly with the development of sophisticated AI language models and automation tools, empowering attackers to convincingly impersonate individuals or organisations. The capabilities of modern AI mean that realistic voice messages and video representations can now be created within minutes, underscoring the pressing need for organisations to enhance their security posture and maintain robust vigilance across all digital channels.
Are there any weak spots in the iGaming industry – like certain countries or regulations – that make it easier for cybercriminals to attack?
Jurisdictions with more rigorous cybersecurity regulations often see operators and suppliers achieving a higher standard of cyber resilience. However, one of the challenges that the industry faces is that regulatory frameworks are often inconsistent, particularly in multi-jurisdictional markets. For example, in the US, each state maintains its own regulatory body, resulting in varying cybersecurity standards across state lines. Gaming operators and suppliers should strive to not only meet but exceed regulatory requirements wherever possible.
We are also seeing a notable increase in third-party vulnerabilities within the iGaming and online sports betting industry. This sector operates within a highly interconnected environment, where the integration of third-party partner software and APIs can pose potential security risks. For example, our customer Alea leverages a single API integration, this helps reduce their attack surface area to introduce standardisation. Through our comprehensive suite of cybersecurity assessment services, we have partnered closely with Alea to test their infrastructure.
Learn more about the partnership here:
What are some of the best ways iGaming companies are protecting themselves from hackers today? Are there rules or systems we follow to stay safe?
To strengthen the cybersecurity posture of iGaming and online sports betting platforms, organisations must shift from a reactive response model to a proactive, defence-in-depth strategy. Rather than waiting for vulnerabilities to be exposed within systems, platforms or personnel, it is imperative to anticipate and mitigate risks through structured, preventative measures. Key best practices include:
- Conducting regular security audits and comprehensive risk assessments
- Utilising advanced threat detection and response technologies
- Establishing and maintaining well-documented procedures for identifying, responding to, and recovering from cyber incidents
- Providing continuous cybersecurity training and awareness programmes for all personnel
- Equipping staff to recognise phishing campaigns, social engineering techniques, and other prevalent attack vectors
- Enforcing timely software updates, effective patch management, and strong authentication protocols such as multi-factor authentication (MFA)
- Enhancing supply chain security by rigorously evaluating and monitoring third-party vendors and partners
- Investing in next-generation technologies and methodologies to address emerging threats, especially in the context of developments in AI and artificial general intelligence (AGI)
- Ensuring strict compliance with all relevant cybersecurity regulations and standards, moving beyond a checkbox approach to security
These initiatives establish a resilient security foundation, enabling organisations to effectively mitigate risks in an evolving threat landscape.
How can new technologies like AI or machine learning help detect suspicious activity, prevent fraud, or keep the platform safe for players?
Artificial intelligence is enabling threat actors to increase the speed, scale and effectiveness of their attacks – malicious actors are leveraging AI to rapidly identify vulnerabilities, automate exploit generation, develop advanced malware that evades detection and execute attacks on a global scale.
The good news is that AI is also a powerful ally for cybersecurity teams that can be used to counter these threats. Strategic applications include:
- Deploying AI-driven threat detection for real-time identification of security incidents
- Automating incident response processes to isolate compromised devices, block malicious traffic, and implement mitigation measures swiftly
- Using AI to proactively identify and address vulnerabilities within internal systems before adversaries can exploit them
- Implementing automated patch management to remediate security gaps as soon as they are discovered
- Utilising threat intelligence platforms powered by AI to analyse and disseminate emerging attack patterns, equipping organisations to prepare for future threats
By embracing these advanced capabilities, organisations can strengthen their posture and stay ahead of sophisticated AI-driven threats and attacks.
How often should employees across departments get cybersecurity awareness training, and what should it include?
Human error remains a primary vector for cyber threats – 70% of security breaches are caused by the human element.
To effectively counteract this risk and build up the ‘human firewall’, organisations must implement a comprehensive, layered cybersecurity strategy, comprising the following components:
Employee training and awareness: People represent the first and most critical line of defence. Regular, organisation-wide cybersecurity training is essential to ensure all staff can identify the latest phishing tactics and practice strong cyber hygiene. This training should encompass the recognition of suspicious communications, the risks of interacting with unknown links or attachments, and the importance of vigilant online behaviour.
Simulated phishing attacks: Leveraging targeted simulations such as our SafeBait solution empowers employees to safely experience and recognise a variety of attack scenarios. These simulations can be customised to reflect real-world phishing attempts across multiple attack vectors, including SMS, WhatsApp, voice and QR code-based attacks.
Endpoint protection: Deploying robust endpoint security – such as our Endpoint Detection and Response (EDR) service – protects devices from malware and phishing attempts by offering real-time monitoring, rapid anomaly detection and immediate threat response.
Mobile protection: As mobile usage continues to rise, the deployment of advanced mobile security solutions is essential. Our Mobile Protect service delivers comprehensive protection for iOS and Android devices, effectively mitigating mobile-specific attack vectors.
At Continent 8, as well as our cybersecurity specialist division, C8 Secure, we prioritise ongoing internal security assessments with our own teams, upholding the standards we recommend to our customers through continuous practice and vigilance.
What trends or best practices do we anticipate will influence and shape the industry in 2025 and beyond?
There are a couple of developments that we should monitor.
First, threat intelligence. This has been an underutilised practice, due to the complexity of managing and analysing large-scale, complex datasets to effectively detect and correlate emerging, sector-specific threats in real time. I
We recently announced how we are able to address these requirements through the launch of our Threat Exchange solution – the industry’s first dedicated cyber threat intelligence (CTI) platform. This game-changing solution delivers actionable, real-time intelligence, enabling gaming operators, platform providers and B2B gaming technology companies to proactively detect emerging threats, improve indecent response and understand the threat landscape
Secondly, as we’re aware, regulatory frameworks are always evolving, gradually introducing changes that will further impact and strengthen industry security requirements. Importantly, these regulatory advancements are being applied not only to organisations but also to individual users, encouraging best cybersecurity practices and hygiene to protect systems at every level. It is essential for iGaming operators and suppliers to deliver comprehensive training platforms that incorporate realistic simulations, such as phishing exercises, to ensure staff are well-prepared for current and emerging threats.
October is recognised as Cyber Awareness Month – a reminder of the importance of cybersecurity and adherence to best practices. However, cyber threats remain persistent, and it is essential to embrace an always-on, 2/7 cyber-defence strategy that delivers comprehensive, year-round, end-to-end protection.
The post HIPTHER Community Voices: It’s Cybersecurity Awareness Month – Interview with Product Principal of Secure Solutions at Continent 8 Technologies, Craig Lusher appeared first on European Gaming Industry News.
Interviews
Wedia on retention-first affiliation and the rise of Streamia.io

Reading Time: 3 minutes
European Gaming speaks with Wedia Group CEO, Carl-Henrik Tuwezén, about building a modern affiliate and streamer-led marketing group that thinks beyond acquisition.
Can you take us back to Wedia’s founding story: what sparked the idea, and what sets you apart from other affiliate and streamer-led marketing groups?
For me, it all started with a streamer I believed had real potential. I helped him informally at first – how to get better deals, what to prioritise on stream, and a few years later an investment opportunity came up for him. He asked if I wanted to join and I left my role at Videoslots to scale what was, at the time, essentially a small stream into a broader operation. From late 2021 we’ve grown to a core team of 16–17 plus a wider network of writers, streamers and editors, and we run a multi-channel mix across SEO sites, streaming and paid social. What differentiates us is the mindset – we try to manage the full lifecycle of a player. We don’t want to be the affiliate that ranks, sends traffic and disappears. We build reasons for people to come back to the brands we’ve introduced.
You’ve said Wedia focuses on long-term value rather than pure acquisition. What does that look like in practice for operators and providers?
Practically, it means planning retention and reactivation from day one. We will try to agree with partners what happens three months after the first push: what are we doing to re-engage those players? That’s not always an easy conversation as many Affiliate Managers are still measured on acquisition alone, but operators value it. We also leverage social and product ideas to create repeated touchpoints and also build their brand via us. One example is a free-to-play sportsbook concept we trialled; another is running content and campaigns with game and software providers. The point is that we’re not just chasing a keyword win. We want sustained usage of our products and a measurable lift in lifetime value for partners, by being a reliable, good source for players to come back to.
Streamia.io is a big part of that story. What is it, and why is it a game-changer for streamers, providers and operators?
Streamia is a transparent, gamified way for streamers and influencers to start earning, and for providers and operators to activate creators at scale. Streamers pick up “missions” with clear criteria and rewards; as they level up, they earn more while our cut reduces. That alignment matters – we only win if they do, and over time they keep more of the upside. On the provider side we’ve run missions like “stream the new title this week and submit a highlight clip” with the potential for cash or merch rewards. On the operator side we can add performance missions: hit a target this week and unlock a payout. We also give vetted streamers an offer wall – essentially a dynamic link hub that aggregates offers from multiple operators. It’s Geo-IP targeted, so the wall automatically localises to each viewer’s country and surfaces the most relevant operator offers. That lets creators present a mix of brands inside a single stream and convert audiences beyond their home market without manual juggling. It’s simple to start, transparent to grow, and built for repeat collaboration.
You’re entering new territories over the next year. Which regions are you most excited about, and what opportunities or challenges do you see?
We view Streamia through a global lens, with a strong focus on Europe and LATAM – Asia is also on the radar. Across Wedia’s in-house affiliate brands, we typically launch with SEO first, then add streamer activations once there’s traction. Wherever we go, we do it properly: local language, local nuance, local community. The opportunity is clear, creator-led engagement travels well when you respect the market.
When choosing partners, what do you look for in operators and providers, and how do you ensure relationships deliver value on both sides?
We operate a thorough ‘KYC’ process because we want reliable, long-term partners. We also try to be fair on deal setup and very transparent on performance. If a launch underperforms, we don’t wait for a quarterly review – we’re the first to call and ask what we can test, where the funnel drops and what “good” looks like relative to a benchmark. Sometimes it’s a landing-page tweak, sometimes a different creator, sometimes timing. That proactive stance is part of our USP – it’s better for operators and it’s better for us.
Looking ahead to the next couple of years, what’s your vision for Wedia and Streamia?
Affiliation will always reward teams that are quick and light-footed, so we’ll keep that adaptability. For streaming, the ambition is simple: if a brand wants to try or scale streaming, we want them to think of us first, to come to Streamia to connect with creators in a structured, measurable way. And as Wedia Group, we want to be seen as more than a Nordic player. The plan is to add more markets, more depth and more product so we can offer a broader, acquisition and retention-oriented proposition to operators and providers. Ultimately, we’re building products, websites and communities that people enjoy and return to. We care that the players we send genuinely like the experience, not just that they signed up once.
The post Wedia on retention-first affiliation and the rise of Streamia.io appeared first on European Gaming Industry News.
Conferences in Europe
Building the Future of iGaming Business: DSTGAMING on Powering Casinos from Launch to Scale

Reading Time: 3 minutes
DSTGAMING and Digital Marketer John Tan, join us ahead of the European Gaming Congress 2025.
DSTGAMING brings over a decade of expertise in delivering advanced iGaming solutions, and will be supporting this year’s European Gaming Congress as Lanyards Sponsor. Known for its white-label and turnkey casino platforms, custom game development, powerful aggregation, and secure payment solutions, DSTGAMING empowers operators to launch, scale, and succeed with confidence in today’s competitive landscape.
John, DSTGAMING has built a reputation as a trusted iGaming solutions provider. From your perspective, what makes the company stand out in such a crowded industry?
DSTGAMING stands out by combining over a decade of industry expertise with a truly end-to-end portfolio. While many providers specialize in a single area, DSTGAMING integrates platform solutions, aggregation, payment systems, and bespoke development under one umbrella. This holistic approach ensures that operators not only gain access to advanced technology but also benefit from a partner that understands scalability, compliance, and market dynamics across regions.
Many providers offer white label and turnkey solutions. How does DSTGAMING approach these models differently, and how do you see operators deciding which is the right path for them?
DSTGAMING approaches both models with flexibility and operator growth in mind. White-label solutions are designed for newcomers seeking a fast and cost-effective market entry, complete with licensing and operational support. Turnkey solutions, on the other hand, cater to established operators who want greater control over branding, customization, and scalability. By clearly defining the strengths of each pathway, DSTGAMING helps operators choose the model that aligns with their resources, goals, and long-term strategy.
With over 10,000 games integrated from 100+ providers, your aggregator is one of the strongest in the market. How does this scale benefit operators and players alike?
For operators, this scale reduces integration complexity and ensures they can meet diverse player preferences with a single API. For players, it translates into variety and choice, whether they are looking for classic slots, live dealer tables, or innovative new mechanics. The sheer depth and diversity of the portfolio allows operators to maximize engagement and retention while staying competitive in multiple markets.
Beyond ready-made solutions, DSTGAMING also offers custom game development. Could you share how bespoke development enhances brand identity and player engagement for your clients?
Custom development enables operators to stand out in a marketplace where many platforms look similar. By creating games that reflect a brand’s theme, culture, or promotional goals, DSTGAMING helps operators deliver a unique experience that strengthens brand recognition and loyalty. Bespoke games also give operators the opportunity to innovate around player preferences, building stronger engagement through originality.
Secure, seamless payments are vital to iGaming. What are the biggest challenges DSTGAMING solves for operators when it comes to multi-currency and crypto transactions?
Operators often face fragmented payment channels, regulatory complexities, and cross-border transaction hurdles. DSTGAMING addresses these by offering a unified payment gateway that supports multiple fiat currencies and leading cryptocurrencies. The focus is on ensuring fast, reliable, and compliant transactions that reduce player friction while safeguarding operators from risk.
Gamification has become a buzzword in the industry. How do DSTGAMING’s gamification tools, like loyalty programs, mini-games, and missions, translate into measurable retention results?
Gamification tools are built to extend the player lifecycle and drive consistent engagement. Loyalty programs reward repeat activity, missions add a layer of progression, and mini-games offer instant entertainment. Together, these elements encourage players to stay active longer, return more frequently, and increase their lifetime value. The measurable impact for operators is higher retention rates, stronger brand stickiness, and improved revenue sustainability.
Looking ahead, what trends in iGaming solutions excite you most, and how is DSTGAMING preparing to stay ahead of the curve?
Key trends include the rise of localized content, the growing role of cryptocurrencies and blockchain in payments, and the increasing demand for AI-driven personalization. DSTGAMING is actively investing in these areas by expanding its crypto solutions, enhancing data-driven tools for player engagement, and building stronger localization capabilities. The company’s strategy is to anticipate shifts in player behavior and regulation, ensuring operators can adapt quickly and capture new opportunities.
Thank you, John, for sharing DSTGAMING’s perspective on building scalable, innovative iGaming platforms that empower operators worldwide!
Join us at the European Gaming Congress 2025 | 30–31 October | Warsaw
The post Building the Future of iGaming Business: DSTGAMING on Powering Casinos from Launch to Scale appeared first on European Gaming Industry News.
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