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Promotional strategies of gambling operators: what points of vigilance has the ANJ identified?

Published

5 years ago

January 26, 2021

Reading Time: 3 minutes

Meeting in plenary session on January 21, the members of the National Gaming Authority (ANJ) examined the 2021 promotional strategies of gambling operators, both in competition and monopoly, with particular regard to the objectives of prevention of excessive or pathological gambling and protection of minors. In view of the points of vigilance that were identified during this review, such as increased advertising pressure and the targeting of young audiences, the approval of these strategies is in most cases subject to conditions in their implementation.

Reminder of the legal framework

Since the reform of gambling regulation in 2020, all operators must submit their promotional strategies to the National Gaming Authority for approval each year. The latter examines it in the light of the objectives of the State’s policy on gambling and chance, and more specifically, the prevention of excessive or pathological gambling and the protection of minors.

This first exercise of approval of promotional strategies should allow the ANJ to progressively build its analytical grid to maintain a recreational game and for operators to become familiar with these new provisions. It is also on the basis of this analysis grid that the ANJ will be able, if necessary, to mobilize its power to withdraw from a particular advertising campaign that encourages gambling by minors or that contains excessive encouragement to gamble.

The ANJ’s analytical grid takes into account the balance to be struck between the legitimate use of advertising by operators to promote the legal offer and differentiate themselves in a highly regulated market, and its necessary channelling to counter the risk of problem gambling and protect minors. It will be regularly updated in the light of the observations or developments observed by the ANJ and the work carried out with the CSA and the ARPP, in the framework of the implementation of an observatory on gambling advertising.

It is in line with the reference framework for the prevention of excessive and pathological gambling and the protection of minors published in December 2020, which proposes an operational manual for operators in the implementation of their new obligations.

Points of vigilance common to operators for the 2021 strategies

The ANJ conducted a comparative analysis of the promotional strategies of the 14 licensed operators and the 2 operators under exclusive rights (FDJ and PMU). This analysis revealed points of vigilance, common to all these operators, which justify attaching conditions to approval decisions:

A substantial increase in advertising budgets of 26% compared to 2019*, with large-scale campaigns around major sporting events planned for this year (notably the Euro Football Championship and the Tokyo Olympic Games);
A reinforced targeting of young people with the use of digital marketing strategies on the social networks Snapchat and TikTok particularly followed by minors;
Active stimulation of the player with the effect of intensifying gambling practices and the recruitment of new players (bonuses, personalization of the offer).

The particular case of monopoly operators (FDJ and PMU)

An examination of the promotional strategies of these two operators under exclusive rights shows that the Authority has serious concerns about them, particularly in light of the case law of the CJEU and the Conseil d’Etat, which reminds us that the monopolies’ advertising efforts must remain measured and strictly limited to what is necessary to channel consumers towards controlled gambling networks. Moreover, in connection with this jurisprudence, the ANJ will be vigilant to ensure that any advertising or promotional campaign by these operators does not hide behind arguments of general interest to give a positive image of gambling or to justify it.

The ANJ will be very attentive to ensure that the points of vigilance it has identified are the object of particular attention on the part of operators with regard to their obligations in terms of prevention of excessive gambling and protection of minors.

*Since the 2020 budgets are not significant, 2019 will be the last fiscal year carried out under normal market conditions.

Awards

Tuplaus wins Gamification Manager title at Slotsoo Finland Casino Awards 2026

Published

42 minutes ago

July 23, 2026

Wladimir P.

tuplaus-wins-gamification-manager-title-at-slotsoo-finland-casino-awards-2026

Wildz Group brand Tuplaus has won the Slotsoo Finland Casino Awards 2026 “Pelillistämispäällikö” (Gamification Manager) title, according to a company announcement dated July 2026 from Ta ‘Xbiex, Malta.

Slotsoo’s organisers said: “Only a casino that has taken the gambling experience to a whole new level can be called a gamification manager.” Judges added that Tuplaus delivers “multidimensional gaming moments” that are “far from the monotonous spinning of classic slot machines”.

The judges also highlighted consistency in Tuplaus’ use of gamification from onboarding onwards. They said that “even with the welcome bonus, the player gets to progress step by step and unlock new benefits along the way, and not all the prizes fall into your lap at once. When you add in other promotions and gaming elements, the whole thing feels much more alive than the usual casino experience. Tuplaus shows that the best bonuses are not always the biggest, but they can also be the most fun”.

The company said the Slotsoo accolades assess “hundreds of brands” across multiple categories.

Tuplaus launched in 2025, when Wildz Group CEO Sam Brown said: “We’re exceptionally proud of this new product that will serve our players with the latest online casino experience. Our existing products, Wildz, Wheelz, Spinz, Caxino and Chipz already enjoy a convincing market share, and we’re optimistic that Tuplaus will meet with the same enthusiasm. We have a wide range of player rewards, bonuses, boosts, and more, [and] we’re confident players will love the latest addition to the Wildz Group family of online casinos.”

In the release, Tuplaus also pointed to Pay & Play functionality, no-registration onboarding, a catalogue of games from third-party providers, and frequent promotions as parts of its product proposition.

The post Tuplaus wins Gamification Manager title at Slotsoo Finland Casino Awards 2026 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Elysium Studios

Swintt’s Elysium Studios launches Odyssey Hold & Win slot

Published

42 minutes ago

July 23, 2026

Wladimir P.

swintt’s-elysium-studios-launches-odyssey-hold-&-win-slot

Swintt has released a new slot from its Elysium Studios label, titled Odyssey Hold & Win. The supplier said the game is built around a Hold & Win collection mechanic and features a stated maximum win of 3,317x.

Odyssey Hold & Win runs on a 4×4 grid that can expand to 4×8 when Athena appears, according to the company. The theme draws on Greek mythology, with symbols including Odysseus, Calypso, Poseidon and Circe.

The core mechanic collects and pays all cash symbols on the reels whenever Odysseus lands, Swintt said. The release also includes a respin-style feature where three Athena symbols expand the grid, mirror cash values and award three respins, with the counter resetting when new cash symbols land.

A Free Spins feature triggers with three scatters and awards 10 spins, with cash symbols locking until collected, the company said. During Free Spins, Poseidon can combine all cash values into a single icon, Circe can add a random number of cash symbols, and Athena and Calypso can add spins or respins under specific conditions.

Anthony Dalla-Giacoma, Chief Commercial Officer at Swintt, said: “The Odyssey is one of the most enduring tales of hardship, adventure and homecoming, making it the perfect inspiration for a slot that’s packed with memorable characters and exciting feature potential.

“With expanding reels, locked cash symbols, divine modifiers and wins of up to 3,317x, Odyssey Hold & Win is a fittingly epic addition to the Elysium Studios line-up and a title we believe will appeal strongly to operators looking to offer players a fresh take on Greek mythology.”

The post Swintt’s Elysium Studios launches Odyssey Hold & Win slot appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

alchemy gaming

Games Global and Alchemy Gaming launch Rumble Kong CASHINGO slot

Published

42 minutes ago

July 23, 2026

Wladimir P.

games-global-and-alchemy-gaming-launch-rumble-kong-cashingo-slot

Games Global has launched Rumble Kong CASHINGO, a new jungle-themed online slot developed with exclusive studio partner Alchemy Gaming. The title went live on 23rd July 2026.

Rumble Kong CASHINGO is a 5×5, 3,125 ways-to-win game built around an expanding CASHINGO collection grid. Yellow Cash and Jackpot Bananas that land on the reels are reflected onto the grid during the base game and Free Spins, with completed horizontal, vertical or diagonal lines collecting and awarding the cash prizes and jackpot values shown.

The game also includes HOT MODE, which can activate at random or after a 24-hour countdown. HOT MODE awards 5-10 spins where only Bananas appear on the reels, increasing the chance to add prizes to the CASHINGO grid.

Bonus Tokens collected across all five rows trigger a Wheel Bonus offering jackpots, Free Spins or the 500x Free Spins feature. During Free Spins, a CASHINGO Booster can apply multipliers of up to 200x across the grid, while a Super Scatter activates 500x Free Spins, applying a fixed 500x multiplier across the grid.

Marcus Thorpe-Fairall, Creative Director at Alchemy Gaming, said: “Rumble Kong CASHINGO is built around the idea of giving players something to work towards on every spin. As the CASHINGO grid grows, the game continues to open up, while HOT MODE and the Wheel Bonus add extra variety and reward potential.

“Combined with the vibrant theme, it’s a title that is full of personality with plenty of opportunities to win.”

David Reynolds, Director of Games Strategy and Partner Management at Games Global, said: “Alchemy Gaming has developed a title that combines familiar collection mechanics with a distinctive jungle theme and a strong line-up of engaging features.

“Rumble Kong CASHINGO is another great addition to our portfolio, giving players an experience that evolves throughout the session while offering operators a feature-rich release with broad appeal.”

The post Games Global and Alchemy Gaming launch Rumble Kong CASHINGO slot appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.