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Promotional strategies of gambling operators: what points of vigilance has the ANJ identified?
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.
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branding
GR8_TECH rolls out a new brand identity built for digital-first iGaming
The supplier says the redesign uses a coding-inspired, modular system aimed at consistency across products, motion, and future subbrands.
GR8_TECH has unveiled a redesigned brand identity positioned as a tech-native update for a digital-first iGaming market. The company said the new system goes beyond a visual refresh, aiming to better reflect how technology brands “think, move, and evolve.”
According to GR8_TECH, the identity uses a coding-inspired visual language, modular design principles, and a motion-first approach intended to work consistently across products, platforms, and future subbrands.
“This was never about changing the brand for the sake of change. GR8_TECH already had strong recognition and character,” said Iryna Ilchanka, Creative Lead at GR8_TECH. “Our goal was to sharpen it, to create a system that feels more future-ready and aligned with the level of technology and ambition behind the company.”
GR8_TECH said it approached the redesign as an evolving framework rather than a fixed brand guideline. “We didn’t want to create a static brand book. Rather, we wanted to build a living framework that can continuously evolve together with the business,” Ilchanka added.
The company framed the update as part of its broader positioning around “championship,” describing the brand direction as focused on discipline, technology, and continuous evolution.
The post GR8_TECH rolls out a new brand identity built for digital-first iGaming appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Brazil
TaDa Gaming to showcase its solutions at Peru Gaming Show 2026
The company team invites visitors to explore its glocalization capabilities and growth potential as a strategic partner of TaDa Gaming at PGS in Lima.
TaDa Gaming has announced its participation in Peru Gaming Show 2026, one of the most influential B2B gaming exhibitions in Latin America. The event will take place at the Jockey Exhibition Centre in Lima, Peru, on June 17–18, bringing together an estimated 8,000 delegates and 80 exhibitors under one roof.
Driven by its success in Brazil and its goal of further expanding its presence across Latin America, Stand 52 will be the space where TaDa Gaming will showcase its award-winning gamification tools and Crash games, its exclusive fish-shooting titles, and its high-performance slots.
Supported by TaDa Gaming’s expert glocalization strategy, which combines global mechanics with localized content, its top-performing slots in the region include the Fortune Gems and Lucky series.
The “Fortune Gems” games are currently among TaDa Gaming’s best-performing slots in Latin America and include the company’s first co-created celebrity title: “Fortune Yuri 500”, developed in collaboration with renowned Brazilian streamer and influencer Yuri Brida.
Meanwhile, the “Lucky” series was designed specifically for Latin American players. All titles benefit from TaDa Gaming’s localization expertise and know-how, ensuring experiences aligned with target audiences in terms of themes, cultural relevance, and bonus preferences.
Access to high-growth and regulated markets across the region is supported by TaDa Gaming’s extensive portfolio of global licenses and certifications.
This provides the supplier with a competitive advantage in delivering future-ready gaming experiences and has led to major partnership agreements with key industry players, including the international full-service iGaming content and technology provider Bragg Gaming Group.
The TaDa Gaming team will also be available to share data-driven performance insights across key Latin American markets, as well as flexible partnership models that position the company as a strategic value partner.
Ray Lee, Business Development Director at TaDa Gaming, commented: “Latin America as a whole is a key strategic market for TaDa Gaming, and Peru in particular is also highly important. Events like PGS allow us to connect directly with the stakeholders shaping the future of the industry.
We invite everyone to visit us at Stand 52 to discuss partnership development and learn more about emerging regulatory and technological trends in Peru.”
TaDa Gaming’s presence at PGS reaffirms the company’s commitment to expanding in regulated markets and strengthening partnerships across Latin America.
The post TaDa Gaming to showcase its solutions at Peru Gaming Show 2026 appeared first on Americas iGaming & Sports Betting News.
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