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UK Gambling Commission guidance in light of COVID-19 outbreak

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As the situation with COVID-19 continues to impact daily life in Great Britain, like many of you, the Commission is following Public Health England guidance and we have told all staff to work from home until further notice.

We recognise these unprecedented circumstances will be having a significant impact on businesses and many will be facing uncertain and unsettling times. The Commission has a well-practised and comprehensive Business Continuity Plan, which we have invoked with the intention of minimising the impact on our regulatory work and the advice and services we provide.

A number of operators have already contacted us to alert us to the challenges they face and seek our advice about how to respond.  We realise that the unprecedented changes to daily life, and in some cases, financial uncertainty, will create challenges for your business.  The changes will also increase the risks to some individuals, which means that despite the fact that these are challenging times we must all continue to protect consumers.

Here you can find information about how the Commission will be operating during this time, along with important reminders about how you should continue to protect consumers.

COVID -19 – A reminder to operators

First and foremost, we expect all our licensees to follow the applicable Public Health guidance. Where facilities for gambling are being offered we expect all our licensees to ensure that they have sufficient management, staffing and oversight in place to maintain compliance with the LCCP that apply to their licences.

Fees and applications 

Our expectation remains that licensees ensure the maintenance of sufficient management, staffing and oversight in order to uphold the licensing objectives. Licensees should assess their ability to maintain compliance with the LCCP and consider voluntary partial or full suspension of their offerings should compliance not be achievable and until such time that a fully compliant service can be offered.

Unfortunately, due to the way that our fee system is structured we don’t have the ability to reduce fees.

We are also unable to fast track applications. We will continue to monitor the situation and will communicate any changes to our expectations accordingly.

A reminder specifically for online operators

The social distancing measures that are being put in place will mean that more people will be at home and we would like to remind online operators that they must continue to act responsibly, especially in regards to individual customer affordability and increased social responsibility interactions.

As a reminder, we expect licensees to:

  • Assess individual affordability on an ongoing basis – customers may be experiencing disrupted income. (Social Responsibility code 3.4 refers to our guidance –  ‘Customer interaction- formal guidance for remote gambling operators’ )
  • Increase social responsibility interactions and intervene where customers are showing signs of gambling related harm
  • Onboard new customers in a socially responsible way and not exploit the current situation for marketing purposes
  • Refresh the information they have on customers regularly
  • Review the levels which trigger interaction for AML and SR
  • Ensure that your gambling products have been tested by a test house before they are released to the market.

 

Source: UKGC

affiliate marketing

Regulated iGaming markets push operators toward audit-ready affiliate tracking

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As regulators scrutinise AML, RG and advertising, operators face rising pressure to validate attribution and partner payouts end to end.

Growing regulation in iGaming is changing how operators manage affiliates, track player acquisition, and control partner payouts, according to a new statement from affiliate platform provider Affnook.

The company argues that in regulated markets affiliates are increasingly treated as an extension of an operator’s marketing activity, raising the stakes for oversight in areas such as affiliate advertising practices, responsible gambling controls, anti-money laundering (AML) and data privacy. The release points to the Danish Gambling Authority as one example of a regulator highlighting potential AML risks linked to affiliate partnerships and urging operators to strengthen risk assessments across third-party acquisition channels.

Affnook says the industry is moving away from “Trust Me” affiliate reporting as stakeholders demand performance data and revenue attribution that can be independently verified. It lists audit-ready reporting, verifiable revenue attribution, transparency into tracking and commission calculations, and consistent reporting standards as key expectations in more heavily regulated environments.

The company also frames financial governance as a parallel priority to tracking, citing the need for net gaming revenue (NGR) verification, commission accuracy, invoice reconciliation and payment oversight. It adds that multi-touch player journeys and reduced effectiveness of cookie-based attribution are widening “attribution blind spots,” which can fuel partner disputes, weaken decision-making and complicate compliance reviews.

In the release, Affnook positions platform features such as audit logs, partner activity monitoring, consent-aware tracking, real-time commission calculations and server-to-server tracking as the types of capabilities operators should evaluate as regulatory expectations increase.

The post Regulated iGaming markets push operators toward audit-ready affiliate tracking appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Play’n GO goes live in Alberta iGaming with 10+ operators

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Supplier expands to its third regulated Canadian province after Ontario and Québec, launching on Alberta’s market opening week.

Play’n GO has entered the newly regulated Alberta iGaming market, launching its casino games with more than ten licensed operators on the market’s opening week, the supplier said on 16 July 2026.

The Alberta rollout marks Play’n GO’s third regulated Canadian province, following Ontario and Québec, and extends the company’s North American regulated-market footprint.

According to the company, its content was made available in Alberta for the first time on launch day via a network of licensed operators.

Esteban Perez, New Market Entry Lead at Play’n GO said: “Entering Alberta with more than 10 operators on day one of regulation is a significant milestone for Play’n GO and a testament to the strength of our regulated market strategy. Canada continues to be a key focus for us, and expanding into our third province reflects both the demand for our content and the strength of our partnerships with licensed operators.

“We are proud to support Alberta’s regulated market with a portfolio that prioritises entertainment, compliance and long-term sustainability.”

The post Play’n GO goes live in Alberta iGaming with 10+ operators appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Play’n GO strengthens Canadian footprint with Alberta iGaming market entry

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The Swedish gaming giant confirms its entry into its third regulated Canadian Province with its industry leading portfolio of games now available in Alberta for the first time

Play’n GO, the world’s leading casino entertainment provider, today announced its successful entry into the newly regulated Alberta iGaming market, with a wide range of its premium content going live with more than ten licensed operators on market launch day this week.

The milestone further reinforces Play’n GO’s commitment to regulated market expansion across North America and marks the company’s third Canadian province, following established operations in Ontario and Québec.

Play’n GO’s launch in Alberta ensures players have immediate access to a portfolio of world-class titles from day one of the market’s regulated opening. By partnering with a broad network of licensed operators at launch, the company has solidified its position as a trusted supplier in newly regulated jurisdictions.

The Alberta rollout builds on Play’n GO’s strong track record of working alongside regulators and operators to deliver safe, compliant, and high-quality entertainment to players, while supporting sustainable market growth.

Esteban Perez, New Market Entry Lead at Play’n GO said: “Entering Alberta with more than 10 operators on day one of regulation is a significant milestone for Play’n GO and a testament to the strength of our regulated market strategy. Canada continues to be a key focus for us, and expanding into our third province reflects both the demand for our content and the strength of our partnerships with licensed operators.

“We are proud to support Alberta’s regulated market with a portfolio that prioritises entertainment, compliance and long-term sustainability.”

To find out more about Play’n GO, please visit playngo.com

The post Play’n GO strengthens Canadian footprint with Alberta iGaming market entry appeared first on Americas iGaming & Sports Betting News.

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