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.
Powered by WPeMatico
Ahead of the HIPTHER Prague Summit 2026, we speak with Džangar Jesenov, Head of Compliance at Endorphina, to explore how the company approaches regulatory excellence, market expansion, and certification in an increasingly complex global iGaming landscape – and how strong compliance frameworks support sustainable growth across Tier-1 European markets.
You have been leading Endorphina’s compliance function since 2021. How has the regulatory landscape in Europe evolved during this period, and what shifts have had the biggest operational impact on suppliers?
If I were to compare Endorphina in 2021 and Endorphina in 2026, I would describe them as two fundamentally different projects that nevertheless share the same core identity. The primary objective remains unchanged. However, the tools, scope, and operational framework used to achieve that objective have evolved significantly.
The development of the project reflects various external factors, including increasingly stringent regulatory requirements across multiple jurisdictions, technological advancements particularly within the financial sector and, importantly, substantial strengthening of human resources. Ultimately, people remain the most critical element in any successful project.
– From a regulatory perspective, I would particularly highlight the introduction and expansion of B2B licensing policies
Across jurisdictions on different continents, and the increased responsibility placed on game suppliers.
– Most notably, the heightened focus on player protection and security
In my view, enhanced player safety is one of the most important developments in the industry. Delivering engaging, high-quality games that are fully compliant with applicable legal frameworks is the foundation of any successful online platform and this is a commitment we uphold 24/7/365.
Endorphina has successfully expanded its presence across Tier-1 European markets. From a compliance perspective, what are the key pillars that enable smooth market entry and long-term sustainability?
In practice, there are unfortunately no “miracle tools” that would allow us to operate seamlessly at the highest regulatory level.
– I may not be saying anything new or particularly surprising here, but behind every jurisdiction we enter lies a substantial amount of work
Each market requires extensive hours of analysis, including a detailed review of regulatory obligations, comparison of local data requirements and reporting outputs, development of internal policies tailored to the specific regional framework, structured internal data sharing across project teams, and the implementation of oversight mechanisms to ensure compliance with newly introduced rules.
There is a significant amount of daily routine involved continuous processes, reporting, analysis, and, where necessary, re-implementation of procedures, including updates or revisions of internal regulatory frameworks.
Certification and regulatory alignment remain major challenges for many suppliers. How does Endorphina structure its internal processes to ensure efficiency while maintaining full regulatory integrity?
With the development of regulatory obligations, our practices in this area are also evolving. Compliance in the gambling business matures like fine wine. The more stable your team is, the stronger your position on the market becomes. Today, regulations are being introduced in many new jurisdictions where gambling was completely prohibited just a few years ago, and I see this as progress from a regulatory perspective.
– Our internal processes are continuously evolving toward the automation of data that does not require increased attention
Human resources are instead focused on information that is more relevant and requires deeper integrity.
With increasing focus on information security, responsible gaming, and technical standards, how do you see the role of compliance teams evolving within modern iGaming organisations?
As regulatory obligations continue to evolve, so does our practical experience in this area. Compliance in the gaming industry matures over time – much like fine wine.
– The more stable and experienced your team is, the stronger your position in the market becomes
Today, regulation is being introduced in many new jurisdictions where gambling was completely prohibited just a few years ago. I see this as a positive development and a clear indication of progress from a regulatory perspective.
Endorphina has built a reputation as a trusted slot provider with a strong global partner network. How should compliance, product development, and commercial teams collaborate today to support scalable growth?
As Head of Compliance, I believe scalable growth is only achievable when compliance, product development, and commercial teams operate in full alignment rather than in silos. Compliance must be involved from the earliest stages of market entry and product design to prevent delays, reduce regulatory risk, and support sustainable expansion.
– Product development should focus on modular, certification-ready solutions that allow efficient adaptation across multiple jurisdictions
Commercial strategy must remain closely aligned with regulatory feasibility, ensuring that opportunities are both attractive and compliant. Ultimately, stable and experienced teams are the key factor in building long-term, regulatorily resilient growth.
Looking ahead to the next 12–24 months, which regulatory or market developments should operators and suppliers be preparing for most carefully?
In this area, we are working very intensively. Looking ahead, I anticipate further increases in regulatory obligations, faster development of regulated markets, and structural changes in core online gaming products.”
– I expect deeper integration of games with the player environment, placing greater emphasis on individual profiling and personalization of each session
These evolving models will inevitably be reflected in regulatory frameworks, with a stronger focus on player protection and proper tax accountability. At the same time, regulators will increasingly compete to attract high-quality market participants, a category to which Endorphina clearly belongs.
In the near-term perspective, many of today’s processes will become standard industry practice, while additional requirements will emerge, particularly those linked to the accountability and oversight of key individuals within licensed entities.
Endorphina is the GamingTECH Awards Party & Ceremony Sponsor at HIPTHER Prague Summit 2026. What would you like operators, partners, and industry peers to take away from engaging with your team during the event?
Thank you for the opportunity to be among the first to welcome our friends. First and foremost, I would like to thank everyone who will be joining us in person in one of the most beautiful cities in the world, Prague.
I wish all participants a truly enjoyable experience.
– Make the most of every moment spent among inspiring people
Boost your personal endorphin levels and take the opportunity to get to know the Endorphina team more closely.
The post Endorphina Compliance Strategies Explained ahead of HIPTHER Prague Summit appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
FlexPlay is entering a new phase with the launch of its own casino platform. Leonid Matison, Head of Customer Success, speaks with EEGaming about what inspired the company’s evolution, how it is helping partners adapt to change, and why a focus on flexibility, creativity, and collaboration is driving its vision for the future.
What inspired the move into the platform space, and how did that background shape your approach to creating it?
FlexPlay was born from EvenBet Gaming out of working closely with operators and studios as an aggregator, so we had a very clear view of where existing platforms were falling short. Many operators were forced to adapt their business models to rigid technology instead of the other way around.
Moving into the platform space was a natural evolution. We wanted to build a product that reflects how the market actually works today: fragmented regulation, fast-changing player behaviour, and the need to launch, test, and adapt quickly. That background shaped our approach significantly. Instead of building a “one-size-fits-all” platform, we focused on modularity, flexibility, and speed, so operators can grow without having to rebuild their infrastructure every time their strategy changes.
The platform market is full of established names. What makes FlexPlay stand out, and what kind of identity are you building for the brand?
Our differentiation isn’t about being louder or bigger — it’s about being more adaptable. FlexPlay is designed as a partner-centric platform, not a closed ecosystem.
We are building an identity around flexibility, transparency, and collaboration. Operators can customise their product, UX, content strategy, and growth roadmap instead of fitting into predefined templates. Commercially, we also remove unnecessary pressure at early stages, for example with models where partners don’t pay content fees until they actually start growing.
In a crowded market, identity comes from how you work with partners day-to-day, not just from features on a website.
You have described FlexPlay as a platform that “evolves alongside its partners.” What does that look like in practice for operators working with you?
We don’t treat launch as the finish line. We stay actively involved after go-live.
Operators receive ongoing support in analysing performance, adjusting content portfolios, testing new mechanics, and refining player engagement strategies. Our platform allows operators to add, remove, or prioritise content quickly, run experiments, and respond to real player data instead of assumptions.
We also actively listen to partner feedback and translate it into platform improvements. If a feature or workflow doesn’t serve operators in real conditions, we adjust it.
How does that flexibility help brands entering fast-changing or emerging markets where conditions can shift quickly?
Emerging markets rarely follow a stable or predictable path. This year, we are going to SiGMA Africa for the first time, and this continent is just the right example of how quickly and often market transforms. Regulation changes, payment preferences evolve, and player behaviour can shift very quickly.
FlexPlay’s flexibility allows operators to adapt without disruption: adjusting payment flows, reconfiguring bonuses, changing content focus, or localising UX. The platform isn’t locked into rigid structures, so operators can react to market signals in weeks rather than months.
This is especially important for brands entering highly volatile markets in Africa or LatAm, where the ability to pivot often determines success.
AI is a hot topic right now. How are you exploring its potential at FlexPlay, and what do you find most exciting about how it can genuinely support operators and players?
We approach AI very pragmatically. For us, it’s not about replacing people or creating black-box systems, but about enhancing decision-making.
We are exploring AI in areas like player segmentation, behavioural analysis, and content recommendations. It may help operators understand what players actually want and when. AI can also support smarter lobbies, more relevant promotions, and better detection of engagement patterns.
What excites us most is AI’s ability to reduce noise. It can highlight what truly matters and help them act faster and more confidently. But it can’t and will not fully replace strategic decision-making by humans.
Personalisation has become an essential part of modern player engagement. What does it mean to you in practice, and how is FlexPlay helping operators bring it to life?
For us, personalisation means relevance. Not just visuals or messages, but the entire player journey. FlexPlay enables operators to segment players based on behaviour, preferences, and performance, and then tailor content, bonuses, and communication accordingly. This helps players discover games that actually match their interests instead of scrolling through endless lobbies.
Good personalisation improves retention and trust. Players feel understood rather than pushed, and operators benefit from stronger long-term engagement.
But we suggest avoiding over-personalisation: if the players see only the recommended “long tail”, it may affect the operator’s revenue. Manual curation in addition to personalisation (like featuring a seasonal game during a holiday, or an operator’s personal favourite) allows for strategic promotions and branding.
Growth can be exciting but also challenging for operators. How do you and your team at FlexPlay support partners as they take that next step?
Growth often exposes weaknesses in technology or strategy. Our role is to help operators scale without losing control.
We support partners with analytics, reviews, and strategic guidance, helping them prioritise what to scale and what to optimise first. Technically, the platform is built to handle growth without forcing structural changes. Commercially, we remain flexible so that a transition is easier for operators.
Looking ahead, what are the key milestones or developments you are focused on for the year ahead?
Our focus is on deepening platform intelligence and partner value. This includes expanding AI-driven tools, improving content discoverability, and enhancing automation where it adds efficiency.
We are also investing in better insights for operators: not just reporting, but actionable recommendations that help them make smarter decisions faster.
Another priority is continuing to refine our platform based on real partner use cases, not theoretical ones.
And finally, when you think about FlexPlay’s future, what do you hope the company will represent within the wider iGaming industry?
I hope FlexPlay will be seen as a trusted growth partner — a company that helped operators build sustainable businesses rather than short-term results.
In an industry that often focuses on speed and scale, we want to represent balance: technology that adapts, content that makes sense, and partnerships built on mutual success.
If operators look back and say, “FlexPlay helped us grow the right way,” that will be the real measure of success.
The post FlexPlay: building a platform made to grow with its partners appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.
Charles Mott, Founder and CEO of S Gaming, says finding success in the US is a tough task, but that studios who can replicate the magic of the casino floor have what it takes to make it stateside
There are plenty of European studios that have set their sights on finding success in the US, but very few have actually managed to achieve it. This is because they are making a common mistake, and that’s failing to translate the preferences of US slot players into their games.
For more than a decade now, the UK and European markets have been defined by “the chase” – high volatility slots with massive, infrequent max wins and jackpots that deliver anticipation and thrills, but that also exhaust the player’s balance in minutes.
But if you walk on to the floor of any Las Vegas casino, the atmosphere is different. It’s about “time at machine”. It’s the neon, the regular dopamine hits of smaller wins and the ability to make $100 provide an entire evening’s worth of entertainment.
As the US market increasingly moves to online, with more states embracing regulated iGaming, it’s no longer finding its feet with players now actively looking for a digital version of the land-based soul they have loved for many years.
Moving away from the “big win” to the “long session”
US players have been culturally conditioned by the physical casino experience. Unlike the high-stakes digital environment of Europe, the American player often views slots as a leisure activity rather than a jackpot hunt.
This is why S Gaming has focused on fun, entertainment and sustainability, with our games matching the “steady tortoise” cadence of land-based slot machines. They still deliver lots of big win potential, but across longer and more engaging sessions.
For operators like BetMGM and Fanatics, both of which we’ve recently partnered with, it’s not just about fun, it’s about retention.
A player who loses their balance in three minutes is a churn risk, but a player who wins small, frequent prizes stays in the ecosystem for longer and ultimately generates a much higher lifetime value.
Efficiency over ego
But it’s not just about having the right games, distribution is also key to cracking America. This is a notoriously difficult market because it’s not one jurisdiction, it’s five (and counting) regulatory islands and in each, you need to secure regulatory approvals.
This is actually a moat that keeps many smaller studios out. It’s an issue we had to overcome, and ultimately looked for a partner that could help us bridge the gap. Our agreement with Gaming Realms allows us to use its remote game server and licences to launch into US states.
This “Infrastructure-as-a-Service” model allows a studio to focus on “game grammar” (math and art) while the partner handles the “plumbing” (compliance and connectivity). It’s the leanest way to hit the ground running with a tier-one operator across multiple states simultaneously.
Why tier ones are buying in
You might be wondering why a tier one giant like BetMGM has joined forces with a boutique UK studio and facilitated its launch into the US.
But the reality is that operators are fighting soaring acquisition costs right now and this means they no longer want more games, they want differentiated games that reduce churn and keep players coming back for more.
Our focus on sustainable entertainment aligns with current US regulatory requirements and the focus on responsible gaming. Games designed for longer, lower stakes sessions are inherently “safer” and more palatable to regulators and risk-averse operators alike.
And they just hit the mark more with players. Sure, winning is a big part of playing online slots, but how you get to the win and the perceived entertainment value is now just as if not more so important – not just in the US but in the UK and Europe, too.
The data-driven evolution
Success does not come from a single launch – it comes from having a feedback loop. We now have a handful of games live in the US market, including our flagship Triple 7 Jackpot title, from which we are gathering real-time data on player behaviour.
This is allowing us to move from “what we think players want” to “what the data tells us they love” and this in turn is allowing us to refine our product roadmap and the games we are producing for the US market, ensuring each title is more culturally resonant than the last.
The new era of transatlantic growth
Cracking America in 2026 isn’t about having the loudest brand of the biggest marketing budget – it’s about understanding the psychology of the casino floor.
The studio’s that succeed will be those that realise the US player isn’t looking for a new way to gamble, they’re looking for a digital version of the “Vegas” feeling they’ve known and loved for decades.
The post Movers and Shakers: The blueprint for boutique studios looking to crack America appeared first on Americas iGaming & Sports Betting News.
-
iGaming7 days agoPRAGMATIC PLAY UNEARTHS PROGRESSIVE MULTIPLIERS IN ROLLING IN TREASURES
-
Comatel6 days ago
COMATEL CELEBRARÁ UNA FIESTA PARA CIENTOS DE OPERADORES TRAS FINALIZAR EL PRIMER DÍA DE LA FERIA ESPAÑOLA, INTERAZAR
-
Booming Games7 days ago
Booming Games Introduces Instastrike, the Latest Diamond Hits Trio
-
ELA Games6 days ago
ELA Games Powers the Reels with Retro-Electric Slot “Rapid Wild”
-
Africa7 days ago
Gaming Realms Makes South African Debut in Partnership with Hollywoodbets
-
Blueprint Gaming7 days ago
New collect modifiers and dual bonus offering star in Blueprint Gaming’s King Kong™ Splash
-
Alex Green Vice President Games at ZEAL6 days ago
Wunderino Adds ZEAL’s Premium Slots as Partnership Kicks Off
-
Brasil6 days ago
Brasil evita choque fiscal y apuestas entran en fase reputacional en LATAM
