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Compliance Updates

Google Updates Gambling Ad Policy for Germany

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Google has announced significant changes to its Gambling and games policy specifically for the German market. The update, set to take effect on September 25, 2024, introduces stricter requirements for gambling operators and brokers seeking to advertise on Google’s platforms in Germany. This policy revision aims to align Google’s advertising practices with German regulations and ensure compliance with local gambling laws.

According to the announcement, which came exactly one month before the implementation date, only gambling operators and brokers licensed by the Gemeinsame Glücksspielbehörde der Länder (GGL) will be eligible to apply for advertising certification for gambling products outlined in Google’s Gambling and games policy. The GGL, which translates to the Joint Gambling Authority of the German Federal States, is the central regulatory body overseeing gambling activities in Germany.

This policy update represents a significant shift in Google’s approach to gambling advertisements in the German market. Previously, a broader range of gambling-related services could potentially advertise on Google’s platforms. However, with the new policy, applications from advertisers of online gambling services who do not meet the GGL licensing criteria will no longer be accepted. This change extends to services offering gambling aggregation, such as websites that link to multiple offers from different operators on their landing pages.

The implications of this policy update are far-reaching for the online gambling industry in Germany. Existing certifications for services that do not meet the new criteria will be revoked on the policy’s effective date, September 25, 2024. This revocation will prevent these services from running gambling ads targeted at the German market through Google’s advertising platforms.

To understand the full impact of this policy change, it’s essential to delve into the technical aspects of Google’s advertising ecosystem. Google Ads, the primary platform for advertisers to reach Google’s vast user base, operates on a complex system of policies and certifications. The Gambling and games policy is a crucial component of this system, designed to ensure that gambling-related advertisements comply with local laws and regulations.

The certification process for gambling advertisers on Google involves several steps. Advertisers must first ensure they meet the eligibility requirements for their specific country or region. With the new policy update, this eligibility in Germany will be directly tied to GGL licensing. Once eligibility is confirmed, advertisers must complete an application process, which includes providing detailed information about their gambling operations and licenses.

Google’s policy update reflects the evolving regulatory landscape of online gambling in Germany. The country has implemented stricter controls on online gambling in recent years, culminating in the establishment of the GGL as a centralised regulatory authority. This move towards centralised regulation aims to create a more consistent and controlled environment for online gambling across all German states.

The policy change also highlights the challenges faced by multinational technology companies in navigating diverse regulatory environments across different countries. Google, as a global platform, must balance its business interests with compliance with local laws and regulations. This often results in country-specific policy updates, as seen in this case for Germany.

For gambling operators and advertisers, the policy update necessitates a reevaluation of their digital marketing strategies in the German market. Those without GGL licensing will need to explore alternative advertising channels or pursue licensing if they wish to continue advertising on Google’s platforms. This could potentially lead to a shift in the competitive landscape of online gambling advertising in Germany.

It’s worth noting that Google’s policy update aligns with broader trends in digital advertising regulation, particularly in sensitive sectors like gambling. Regulatory bodies and technology platforms are increasingly focused on ensuring that online advertisements for gambling services are responsible and comply with local laws.

The timing of this announcement, coming exactly 30 days before the implementation date, provides a window for affected advertisers to adjust their strategies. However, given the complexity of obtaining gambling licenses, this timeline may pose challenges for operators not already in the process of securing GGL licensing.

Google’s policy update also raises questions about the future of gambling advertising on other digital platforms. As major tech companies often follow similar regulatory trends, it’s possible that other advertising platforms may implement comparable policies in the German market or other jurisdictions with strict gambling regulations.

From a technical standpoint, the implementation of this policy will likely involve updates to Google’s ad review systems.

The post Google Updates Gambling Ad Policy for Germany appeared first on European Gaming Industry News.

Compliance Updates

ELA Games scales up its presence in Europe by certifying a suite of 9 hit games in 5 key markets

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ELA Games is accelerating its European expansion strategy after securing certifications for nine of its top-performing titles across five major regulated markets: Sweden, Denmark, Greece, Romania, and Malta.

This latest milestone enables operators in these regions to access a diverse portfolio of proven games, featuring award-nominated mechanics and modern takes on classic casino experiences.

A Balanced Portfolio for Local Markets

With a strong focus on localisation, ELA Games has curated a selection designed to resonate with varied player preferences across Europe. The newly certified lineup is built around three core pillars:

  • High-Performing Hits: Titles such as Buffalo Force, Piñatas Festival, and Riches Express have delivered strong GGR growth and demonstrated high player engagement in competitive markets.
  • Innovative Mechanics: The rollout introduces ELA Games’ Winpot feature to new jurisdictions. This mechanic, which allows players to control their cash-out strategy, is now available through titles like Zeus Winpot and Rabbit Winpot Deluxe.
  • Modernised Classics: Games such as Juicy Crystal and Noble Crown bring updated visuals and smooth gameplay to traditional slot formats, appealing to players who prefer familiar mechanics with a modern twist.

Market Availability

The certified titles are now live across multiple operator platforms, with game selections varying by jurisdiction:

  • Sweden: Betinia, Swiper, CampoBet, QuickCasino
  • Denmark: Betinia, CampoBet, Swiper, Betoro
  • Romania: Don.ro, TopBet, Swiper
  • Greece: ElaBet

Strengthening European Partnerships

These certifications build on ELA Games’ growing presence across Europe, supported by strategic partnerships with leading operators. The company has recently expanded in Denmark through a notable collaboration with Stake.dk, alongside integrations with Danske Licens Spil (Tivoli Casino), RoyalCasino, and Casino House.

Further expansion has been driven by partnerships with major industry players such as Betsson, as well as regulatory approval from the Hellenic Gaming Commission in Greece.

With a steadily growing footprint and a portfolio tailored for regulated markets, ELA Games is well positioned to capture additional market share and deliver strong returns for its partners across Europe.

The post ELA Games scales up its presence in Europe by certifying a suite of 9 hit games in 5 key markets appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Anjouan B2B licence

VeliGames secures Anjouan B2B licence to expand operator reach

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VeliGames, the game aggregation platform by VeliTech, has secured an Anjouan B2B licence, marking a major step in its international expansion. The new licence allows VeliGames to provide its portfolio of in-house and third-party content to Anjouan-licensed iGaming operators, opening doors to a wider network of partners.

For operators, the licence provides confidence and regulatory assurance when selecting a content provider, while simplifying the onboarding process and accelerating access to VeliGames’ extensive catalogue.

Irakli Kakhidze, CEO of VeliGames, said: “Securing the Anjouan B2B licence is a key milestone in our global growth strategy. It strengthens our position as a trusted aggregation partner and enables us to collaborate with more licensed operators, supporting faster content delivery and smoother integration.”

Recently recognized as an Industry Rising Star at SiGMA Africa 2026, VeliGames continues to expand its reach across emerging markets including Africa, Asia, and LATAM. The company combines exclusive in-house titles with a growing library of third-party games, providing operators with a diverse and scalable content offering.

The Anjouan licence is part of VeliGames’ broader strategy to grow its international footprint while maintaining a strong focus on regulatory compliance, technology reliability, and long-term industry partnerships.

The post VeliGames secures Anjouan B2B licence to expand operator reach appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Central Register for Exclusion from Gambling

KSA Publishes Studies and Provides Guidance on the Duty of Care

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The Dutch Gambling Regulator (KSA) has published two studies and provided additional guidance on the fulfillment of the duty of care by online gambling licensees. The documents provide insight into practice and offer clarification on personal interviews and the submission of notifications for registration in the Central Register for Exclusion from Gambling (Cruks).

The KSA conducted research into these topics in 2025. The results were discussed in December 2025 during a roundtable discussion with license holders. During this discussion, practical experiences and bottlenecks were gathered. Based on this, the KSA has drawn up guidelines to provide more clarity regarding implementation.

Personal maintenance

The personal interview is a far-reaching intervention that license holders are required to implement when there is a suspicion of excessive gambling behaviour or gambling addiction. Research shows that license holders implement this differently and encounter bottlenecks, such as a low response rate from players. The guidance explains, among other things, the timing of the intervention, the form of contact and the content of the conversation. In doing so, room remains for customisation and professional judgment.

Notices

If a license holder observes serious signs of problematic gambling behaviour or suspects a gambling addiction, the player must be advised to register with Cruks. If the player does not follow this advice, the license holder must report this to the KSA (a notification). The KSA may subsequently decide to involuntarily register the player in Cruks.

The research shows that license holders apply this measure differently and that there are questions in practice regarding its implementation. For example, it is difficult for the license holder to verify whether a player has actually registered, and it is not always clear when a notification must be submitted.

The guidance provides practical explanation regarding this, including the timing of reporting and the information required.

Guidelines

The guidelines do not contain new rules, but provide further explanation regarding the application of existing obligations. This gives permit holders more clarity regarding the fulfillment of their duty of care.

The post KSA Publishes Studies and Provides Guidance on the Duty of Care appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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