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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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1xBet
HLTV Awards returns to Belgrade on January 9, 2027, adding Lifetime Achievement honor
HLTV will stage the HLTV Awards presented by 1xBet in Belgrade, Serbia on January 9, 2027, returning to the Sava Center. The company said more than 1,000 players, industry professionals, creators, and fans are expected to attend.
HLTV also confirmed Dust2 creator David Johnston will feature as an award announcer. HLTV linked the booking to the 25th anniversary of Dust2.
For 2026, HLTV is updating its Hall of Fame process and eligibility rules. Four players will be inducted again, with “at least two and up to three” slots reserved for players from the Counter-Strike 1.6 and early eras. HLTV also removed the former “neo rule,” allowing players to be inducted for their playing careers even if they remain active in other roles such as coaching.
HLTV is adding a Lifetime Achievement Award, which will be decided by the Hall of Fame Board. The ceremony will also move Community Awards onto the main stage show for the first time, rather than the pre-show segment.
Separately, HLTV will kick off the 2027 Awards season with an invite-only “HLTV Awards by 1xBet Launch Party x GRID” in Cologne during the Major. HLTV said industry members can apply for an invite to the ceremony via its awards page.
The post HLTV Awards returns to Belgrade on January 9, 2027, adding Lifetime Achievement honor appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Benjamin Bradtke Co-Founder of ThrillTech
ThrillTech lands Gibraltar B2B supplier licence
Approval from HM Government of Gibraltar’s Gambling Division lets the supplier serve Gibraltar-licensed iGaming operators.
ThrillTech has been granted a Gambling Services (B2B) Licence by the Gambling Division of HM Government of Gibraltar, allowing the supplier to provide its opt-in jackpot and mystery reward products to regulated iGaming operators licensed in Gibraltar.
The company said the licence supports its international expansion plans and will enable it to deploy its ThrillPots
product with additional operators in the jurisdiction, which hosts a number of tier-one betting and gaming brands.
Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing a B2B licence in Gibraltar is an important step for ThrillTech and a testament to our market-leading jackpots technology. Gibraltar is home to some of the industry’s most prestigious operators. This approval not only accelerates our global expansion strategy but now allows us to provide these major operators with new layers of player engagement which generate incremental revenue.”
ThrillTech said it seeks market-specific licences and certifications because its side-bet jackpots operate independently of operators’ core casino games and betting products. The company added that its jackpots are powered by a proprietary, certified RNG and do not alter core game RTP, with funding coming from opt-in player contributions.
According to ThrillTech, its regulated market licences and certifications also include the United Kingdom, Sweden, the Netherlands, Romania, Malta, Peru, and Brazil.
The post ThrillTech lands Gibraltar B2B supplier licence appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Asia
S8UL’s League of Legends roster qualifies to represent India at Asian Games 2026
S8UL Esports’ League of Legends roster has qualified to represent India at the Asian Games 2026 in Aichi-Nagoya, Japan, running from September 19 to October 4. The organisation said the team secured qualification through the regional qualifiers after winning the National Esports Championships (NESC) 2026, described as the official national qualification tournament for the Asian Games.
S8UL said the roster competing under India’s banner is Akshaj Shenoy (Kat Bot), Aakash Shandilya (Infi), Sanindhya Malik (Deadcorporal), Mihir Ranjan (Lotus), Ahmed Shahid (Nero), and Rahul Bisht (Bob). The regional qualifiers featured 14 teams across a group stage and a split stage, with top performers advancing to the Asian Games main event.
In Group B, the team went unbeaten against Jordan, Sri Lanka, and Kazakhstan to progress, according to S8UL. In the split stage, it lost to Vietnam, Hong Kong, and Saudi Arabia but did enough to secure a berth. India will now face opponents including Japan, Chinese Taipei, and Vietnam at the main event.
Four players—Kat Bot, Infi, Deadcorporal, and Lotus—were also part of India’s League of Legends contingent at the Hangzhou Asian Games 2023, where S8UL said the team finished fifth.
Akshaj Shenoy aka Kat Bot, captain of India’s League of Legends team, said, “Qualifying for the Asian Games is a proud moment for all of us. We knew the regional qualifiers would be extremely competitive, and every match demanded complete focus. For many of us, this will be our second Asian Games, which makes this qualification even more special because we understand the level of competition that awaits us. We are grateful to S8UL for believing in this roster and providing us with the support, stability, and opportunities needed to keep improving as a team. Representing India is always an honour, and we’ll do everything we can to make the country proud in Aichi-Nagoya.”
S8UL co-founder and CEO Animesh Agarwal aka 8Bit Thug added, “Representing India at the Asian Games is among the highest honours an athlete can achieve, and seeing our League of Legends roster earn that opportunity is incredibly special. This team has demonstrated resilience, discipline, and a willingness to continually improve, qualities that are essential for success at the international level. At S8UL, our goal has always been to create pathways for Indian athletes to compete on the biggest stages in the world. We have no doubt they will give their all when they step onto the stage in Aichi-Nagoya and compete for the nation with pride,” S8UL also noted that Gurashish Singh (Soul) and Prateek Bhaunt (B Haunt) previously qualified for the Asian Games in Tekken 8 and Street Fighter 6 after winning at NESC 2026.
The post S8UL’s League of Legends roster qualifies to represent India at Asian Games 2026 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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