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Betsson Reaffirms its Support to ICE Consumer Protection Zone

Published

2 years ago

January 26, 2024

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Reading Time: 2 minutes

Betsson is highly committed to promoting Responsible Gaming practices as a central aspect of its sustainability efforts. The company is dedicated to serving as a role model within the industry, fostering an environment that encourages players to maintain a healthy relationship with gambling. Through its participation in the CPZ, Betsson Group is demonstrating its unwavering commitment to safer gaming practices. The proceeds from the donations of participating companies go to charitable organisations dedicated to consumer protection.

As part of the company’s sponsorship, the company representatives Jonna Danlund, Head of Sustainability, Myriah Abela, Lead Compliance Manager and Andre Gelfi, Managing Partner, Brazil Betsson Group and President, Brazilian Institute of Responsible Gambling (Instituto Brasileiro de Jogo Responsável IBJR), will participate in various discussions as featured speakers. They will share their expertise and insights on the latest innovations in safer gambling.

Jonna Danlund, Head of Sustainability at Betsson Group, will be sharing her insights on a panel dedicated to cooperating to promote consumer protection and broader sustainability standards across the industry.

The panel will be held on Tuesday, 6 February 2023 (14:30 – 15:30 GMT), and will explore the following topics:

Educating partners on the changing standards and need to adopt them
Understanding the steps for effecting change across the industry: from data collection to standards enforcement
Legal, policy and/or regulatory limitations to what you can do
Beyond consumer protection: the place for Diversity, Equity and Inclusion (DEI) and environment considerations in your interactions and negotiations.

Myriah Abela, Lead Compliance Manager at Betsson Group, will contribute to the panel discussion “Towards positive play – blending compliance and marketing into an integrated communication with players.”

The panel will be held on Wednesday, 7 February 2023 (12:15 – 13:15 GMT), and will explore the following topics:

Ensuring one personalised message from the start
Reflecting integrated messaging in internal cooperation between compliance and marketing teams
Creating one voice of care to tap and retain a truly recreational customer base.

Andre Gelfi, Managing Partner at Betsson Brazil (and President of the Brazilian Institute of Responsible Gambling, IBJR), will contribute to the panel “Safer gambling in new markets – ensuring consumer protection is instilled into the markets’ DNA from the inception.” The panel will be held on Thursday, 8 February 2023 (12:00 – 13:00 GMT).

For the second year, Betsson has joined the ranks of companies sponsoring the Consumer Protection Zone (CPZ), contributing to the event’s fundraising efforts. In 2023, Betsson contributed to collecting £52,800, distributed among four charitable organisations dedicated to responsible gambling: AGOG (Netherlands), National Council on Problem Gambling (USA), Better Change (UK) and Betknowmore (UK).

Some of the exhibitors at the Consumer Protection Zone 2024 include UK Gambling Commission, Gamcare, Mindway AI, Responsible Gambling Council, Crucial Compliance, Department of Trust, Gordon Moody, Institute for Consumer Health, BetBlocker, Safer Gambling Training, Rightlander, SG Certified and National Council on Problem Gambling.

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Affiliate Industry

SiGMA exclusive: Aleksandra Drigo on traffic shifts, transparency, and the future of SEO affiliates

Published

7 minutes ago

July 6, 2026

GamingAmericas.com

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In an exclusive interview for the SiGMA News, Aleksandra Drigo, Chief of Business Development at SEOBROTHERS, shared her perspective on the future of affiliate marketing in Canada.

She discussed how Alberta’s upcoming market launch could reshape competition, why transparency has become a cornerstone of operator-affiliate partnerships, how compliance is changing the way affiliates choose partners, and why localisation, trusted brands, and data-driven decision-making will define the next generation of SEO affiliates.

Regulation will reshape Alberta’s affiliate landscape

As Alberta prepares to regulate its online gambling market, affiliates are entering a more challenging environment. While regulation brings greater transparency, it also increases compliance demands, acquisition costs, and competition – particularly from larger, well-funded companies.

“Many affiliates, especially independent SEO players, may decide not to enter fully regulated markets and instead focus on regions with more predictable economics and lower regulatory pressure,” Aleksandra said.

Bigger brands gain the advantage

According to Drigo, regulated markets naturally favour established affiliate businesses, whereas smaller publishers face much higher barriers to entry despite niche opportunities still existing.

“Regulated markets tend to favour larger players. Big affiliate companies have the resources for legal support, compliance teams, advanced tracking infrastructure, and long-term investment without expecting fast ROI.”

Compliance is now a deciding factor

Operator selection is no longer based solely on commercial terms. Affiliates increasingly assess partners by their transparency, reporting quality, responsible gaming standards, responsiveness, and ability to meet local regulatory requirements.

“We pay close attention to how consistent an operator is in terms of reporting, responsible gaming policies, speed of communication, and local regulations compliance. Reputation risks affect both sides. If an operator lacks transparency or fails to follow compliance standards, it directly impacts the affiliate business as well.”

Communication matters more than financial disputes

Drigo believes that most partnership conflicts arise not from payment issues, but from poor communication and limited access to performance data.

“Financial disagreements can usually be resolved quickly if there is trust and clear communication between both sides. Whereas, when affiliates do not receive timely information, face unclear reporting, or get no explanation for performance changes, tensions escalate very quickly. In regulated markets, communication and transparency become just as important as the financial terms themselves.”

The future belongs to trusted brands and localisation

Looking ahead, Drigo expects meticulous localisation, brand authority, first-party audiences, and community-driven products to define success in regulated North American markets. As AI reshapes search, affiliates will need stronger technology, diversified traffic sources, and compliance-friendly SEO strategies to remain competitive.

“With AI and online search ecosystem changes already transforming the SEO landscape, affiliates need to become much more flexible and technology-driven than before. And compliance-friendly SEO strategies and diversification beyond traditional search traffic are becoming increasingly important.”

The post SiGMA exclusive: Aleksandra Drigo on traffic shifts, transparency, and the future of SEO affiliates appeared first on Americas iGaming & Sports Betting News.

Belgium

EveryMatrix to replace Betcenter Belgium sportsbook platform in omnichannel deal

Published

1 hour ago

July 6, 2026

Wladimir P.

everymatrix-to-replace-betcenter-belgium-sportsbook-platform-in-omnichannel-deal

Merkur Group-owned operator will migrate retail and online sports betting across 50+ shops and hundreds of terminals onto EveryMatrix’s full stack.

EveryMatrix has agreed an omnichannel partnership with Betcenter Belgium to power the operator’s sports betting platform, replacing an in-house legacy setup with EveryMatrix’s full technology stack.

Under the deal, EveryMatrix will migrate Betcenter’s customer activities and operations and deliver sportsbook services across both retail and online channels. Betcenter operates online and in more than 50 retail betting shops, with 600 Self Service Betting Terminals (SSBTs) and 300 SSBT-light units, according to the companies.

The agreement extends EveryMatrix’s relationship with Betcenter owner Merkur Group, following a March announcement that EveryMatrix would power Merkur’s Cashpoint brand in Denmark for online sports and casino and more than 1,000 sports betting terminals in 230 shops.

Ebbe Groes, Group Co-CEO & Co-Founder, EveryMatrix, said: “To be able to extend our partnership with Merkur Group in Belgium so soon after agreeing to work with its Cashpoint brand in Denmark is something you rarely see in our industry.

“There has been, and continues to, be an enormous amount of hard work put into both making and delivering these deals on both sides so I’d like to thank the Merkur Group and my own internal EveryMatrix teams for making this a reality.”

Mathias Dahms, Managing Director of the Sports Betting Division, Merkur Group, said: “We have learned to regard EveryMatrix as a reliable and competent partner and look forward to taking the next step with them on this challenging project in Belgium.

“Through this partnership, we will consolidate our market-leading position in Belgium and further expand it with new products.”

The post EveryMatrix to replace Betcenter Belgium sportsbook platform in omnichannel deal appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Blueprint Gaming

Blueprint Gaming rolls out Rapid Fire Jackpots to NetBet UK

Published

2 hours ago

July 6, 2026

Wladimir P.

blueprint-gaming-rolls-out-rapid-fire-jackpots-to-netbet-uk

The expanded integration will bring Blueprint’s full Rapid Fire Jackpots portfolio into NetBet’s casino lobby over time.

Blueprint Gaming has expanded its partnership with UK-facing operator NetBet by rolling out its Rapid Fire Jackpots progressive jackpot content to the operator’s casino lobby.

The companies first partnered in 2025, with NetBet already offering Blueprint releases including Fishin’ Frenzy Lure ‘Em In, Eye of Horus and King Kong Cash. NetBet has also run a selection of Rapid Fire Jackpots titles, including Fishin’ Frenzy Big Catch 3, The Goonies Quest for Treasure 2 and Fishin’ Frenzy Even Bigger Fish 2.

Under the extended collaboration, Blueprint said the entire Rapid Fire Jackpots portfolio will be integrated into NetBet’s casino lobby over time, starting with an initial batch of titles now made available to NetBet players.

Rapid Fire Jackpots launched in June 2024 and is positioned by Blueprint as a complementary mechanic to its Jackpot King product, designed to deliver more frequent jackpot wins. Jack Lawson, Senior Account Manager at Blueprint Gaming, said: “Rapid Fire Jackpots has added a new dimension to our portfolio since launch, giving players access to more frequent jackpot drops alongside the premium gameplay experiences our content is known for.

“Expanding the rollout of the mechanic with NetBet allows us to build on the strong momentum already generated through our partnership, while further cementing our position as a leading supplier in the UK market.” Claudia Georgevici, PR Manager at NetBet Casino, said: “Blueprint Gaming’s titles have proven to be a strong addition to our casino lobby over the past year, and the integration of Rapid Fire Jackpots is set to further boost that offering.

“The mechanic’s combination of achievable, frequent jackpot wins and engaging gameplay delivers exactly the type of experience that resonates with our players, making it a valuable addition to our growing content selection.”

The post Blueprint Gaming rolls out Rapid Fire Jackpots to NetBet UK appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.