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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.

b2b partnerships

Dynabit Gaming goes live on BetB2B aggregation platform

Published

44 minutes ago

July 3, 2026

Wladimir P.

dynabit-gaming-goes-live-on-betb2b-aggregation-platform

The supplier says its cross-platform games are now rolling out to operators connected to BetB2B.

Dynabit Gaming has gone live on BetB2B, with the supplier saying its content is already rolling out to operators connected via the platform.

The announcement positions the integration as a distribution step for Dynabit Gaming’s cross-platform games, extending reach through BetB2B’s operator network.

Vika Prudnyk, Chief Commercial Officer at Dynabit Gaming, said: “We’re really happy to be partnering with BETB2B. They bring great energy, strong expertise, and a platform that fits perfectly with where we want to go next.”

No further commercial or technical details were disclosed, including which operators are first to launch, which titles are included, or timelines for broader rollout.

The post Dynabit Gaming goes live on BetB2B aggregation platform appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

affiliate marketing

Hub Affiliations wins iGB Affiliate Awards 2026 campaign prize

Published

2 hours ago

July 3, 2026

Wladimir P.

hub-affiliations-wins-igb-affiliate-awards-2026-campaign-prize

Creator-Powered Live Streaming Rollout takes Programme/Network Campaign of the Year; company also Highly Commended for Best Affiliate Network.

Hub Affiliations has won Programme/Network Campaign of the Year at the iGB Affiliate Awards 2026 in London, taking the prize for its Creator-Powered Live Streaming Rollout campaign. The company was also Highly Commended in the Best Affiliate Network category.

The iGB Affiliate Awards 2026 ceremony was hosted at The Shard and recognises performance across affiliate marketing and iGaming. Hub Affiliations said the winning campaign combined sports audiences, live streaming, creator distribution, editorial publishing, AI-supported optimisation, affiliate technology and performance marketing.

The company linked the result to the role of Sporticos within its wider media network, positioning it as the distribution and live engagement layer for major sports moments. Hub Affiliations said its media network recorded more than 500,000 visitors in a single day during the FIFA World Cup.

Hub Affiliations also shared internal performance metrics, stating it averages more than 20,000 FTDs per month, works with over 1,600 registered affiliates and reaches audiences in 187 countries. It added it has logged 51 international finalist placements and 12 international awards.

Commenting on the approach, Charles Herisson said: “The strongest affiliate companies will be the ones that can build audiences, not only buy traffic. Our goal with Hub Affiliations is to connect media, technology, creators and performance into one model.” Francesco Maddalena added: “Sporticos and live streaming allow us to reach sports fans when their attention is highest. The challenge is not only generating traffic, but creating a better user journey before conversion.”

The post Hub Affiliations wins iGB Affiliate Awards 2026 campaign prize appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

iGB L!VE 2026

N1 Partners at iGB L!VE 2026: Bringing Together Affiliates, Art and Innovation

Published

2 hours ago

July 3, 2026

Wladimir P.

n1-partners-at-igb-l!ve-2026:-bringing-together-affiliates,-art-and-innovation

N1 Partners team has wrapped up its participation at iGB L!VE London 2026. Over the course of the two-day conference, the company unveiled its new N1 Duality booth concept, presented exclusive art collaborations as part of a capsule collection created with fashion illustrator Clym Evernden, launched the first drop of custom designer toys in collaboration with Yoomoota, and introduced the limited-edition SPLIT: London merch collection.

Special attention was also given to N1 Sport Promo — a campaign for affiliates working with sports traffic and the Prediction Markets vertical.

Over the two days, the conference served as a platform for hundreds of meetings with partners, conversations with industry media, and presentations of new opportunities for scaling affiliate businesses.

N1 Duality: When Art Becomes a Part of Networking

Throughout both days, N1 Partners’ booth remained one of the busiest destinations at iGB L!VE London. N1 Duality concept brought together business networking, contemporary art, and interactive experiences, transforming it into a space for meetings, new connections, and discussions of future collaborations.

The experience centrepiece was a live art performance by British artist Clym Evernden, who has collaborated with global luxury brands including Hermès, Prada, Tiffany, Diptyque, and others. Throughout the exhibition, he created a large-scale artwork directly on the booth walls using his signature continuous-line illustration technique.

Visitors were able to watch the creative process unfold in real time, receive original sketches, signed postcards, and exclusive merchandise from the capsule collection designed specifically for N1 Partners by the artist, including a tote bag, T-shirt, scarf, socks, and scented candles.

Another major premiere was the collaboration with designer and creator Yoomoota, whose works have been exhibited at PAD London, Art Miami, and the Red Dot Museum and featured in Forbes, Hypebeast, Vice, Elle Decor, and Designboom.

Exclusively for the conference, Yoomoota created a collectible designer toy that became part of N1 Partners’ limited-edition gift collection and quickly turned into one of the most talked-about pieces of the brand’s exclusive drop.

And this is only the beginning — new exclusive designer toys created by N1 Partners and Yoomoota are already in development for SBC Summit Lisbon and SiGMA Europe Rome.

The interactive DICES game, branded giveaways, and an atmosphere of open communication made the booth a natural meeting point for affiliates, clients, and industry professionals throughout the event.

iGB L!VE London 2026 Highlights

iGB L!VE London provided an excellent opportunity to reconnect with existing partners, meet new industry professionals, and discuss future cooperation opportunities.

Among the key outcomes of the conference for the N1 Partners team:

Presentation of the N1 Duality concept and the new SPLIT: London merchandise collection;
Exclusive art collaborations with British fashion illustrator Clym Evernden for the capsule collection and designer Yoomoota for the custom collectible toy series;
Presentation of N1 Sport Promo for affiliates working with sports traffic and the Prediction Markets vertical;
300+ meetings with existing and prospective partners;
10+ interviews and media productions with leading industry publications;
More than 2,400 pieces of exclusive merchandise and branded gifts distributed by N1 Partners.

“iGB L!VE London 2026 has been one of the most exciting and productive exhibitions of the year for us. We held dozens of meetings with partners, explored new opportunities for business growth, and received an outstanding response to N1 Sport Promo.

I’d also like to highlight our creative collaborations with designers Clym Evernden, who developed our exclusive capsule collection, and Yoomoota, who created our custom collectible toys. Together, we succeeded in bringing affiliate business, art, and creativity into one shared experience.

We’re grateful to all our partners for the productive meetings we had during this event in London. Face-to-face communication is what lays the foundation for new projects, stronger partnerships, and long-term growth,” said Alexa Bond, Head of Affiliates at N1 Partners.