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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.

Africa

Playson goes live with Betika in Kenya and Uganda

Published

30 minutes ago

April 14, 2026

Wladimir P.

playson-goes-live-with-betika-in-kenya-and-uganda

The supplier enters Kenya via Betika, with the rollout deployed through the Casimba (Markor) aggregation platform.

Playson has entered the Kenyan market after going live with Betika, making its online casino content available to players in Kenya and Uganda.

The rollout includes Playson titles Thunder Coins: Hold and Win, 4 Pots Riches: Hold and Win, and Coin Strike: Hold and Win. The integration was delivered via the Casimba (Markor) aggregation platform, according to the companies.

Conor Jenner, Senior Sales Manager at Playson, said: “Entering the Kenyan market is a major milestone for Playson, and doing so alongside a leading operator like Betika makes this step even more impactful. Betika’s strong market presence and deep understanding of its players provide an excellent foundation for our content to perform from day one.

We have carefully adapted our infrastructure to meet local regulatory standards and operator requirements, ensuring a smooth rollout and high-quality player experience. We are excited about the opportunities this market presents and look forward to expanding our presence across Africa.”

Peter Stagles, Group Chief Product Officer at Betika, added: “We are pleased to partner with Playson and bring their globally recognised portfolio to our players in Kenya and Uganda. At Betika, we are continuously enhancing our offering by working with best-in-class partners to deliver engaging, high-quality entertainment experiences tailored to our markets.”

The post Playson goes live with Betika in Kenya and Uganda appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Belgium

Stakelogic integrates casino and live titles with Casino Elite in Belgium

Published

30 minutes ago

April 14, 2026

Wladimir P.

stakelogic-integrates-casino-and-live-titles-with-casino-elite-in-belgium

Deal adds Dice Slots, Auto Roulette and the Super Wheel Game Show to the Belgian operator’s online platform.

Stakelogic has signed a content partnership with Casino Elite in Belgium, with the supplier’s games now available to the operator via a direct integration.

Under the agreement, Casino Elite will roll out a tailored selection of Stakelogic content, including Dice Slots titles Abra-Ca-Dice, Dice Fortune and Dice on Fire, plus Auto Roulette. The package also includes live entertainment game shows such as the Super Wheel Game Show, featuring five bonus rounds including Vegas Drops and Risky 100.

Casino Elite opened a gaming hall in Quiévrain in early 2024 and launched its online platform later that year. The operator said its roots trace back to The Flamingo, which it said established the first licensed gaming hall in Jurbise, and that its online platform hosts more than 700 games.

Jolene Magri, Account Manager at Stakelogic, said: “This partnership is a strong example of the range we can bring to operators today. Casino Elite wanted a rollout that felt dynamic and differentiated, and this mix delivers just that. It gives the brand a broader content proposition with plenty of variety for players; while also reflecting the flexibility we can bring to different markets and operator strategies.”

Pierre Decourt, Marketing Director at Casino Elite added: “Our focus is on creating an experience that feels modern, accessible and varied, while still staying true to the roots of gaming in Belgium. The rollout with Stakelogic is a strong fit for that vision, bringing players a broad mix of distinctive formats, from dice-led titles through to casino and live game show entertainment.”

The post Stakelogic integrates casino and live titles with Casino Elite in Belgium appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Amigo Gaming

VeliGames adds 10 studios as content library tops 35,000 games

Published

1 hour ago

April 14, 2026

Wladimir P.

veligames-adds-10-studios-as-content-library-tops-35,000-games

VeliTech’s aggregator names Amigo Gaming, Playnetic, FA CHAI Gaming and GameBeat among new partners.

VeliGames, the aggregation platform from VeliTech, has expanded its supplier roster with 10 additional content studios, the company said on 14 April 2026. The aggregator now offers “35,000+” games from “160+” suppliers via its Single API.

New providers now available through VeliGames are Amigo Gaming, Playnetic, FA CHAI Gaming, GameBeat, Ready Play Gaming, Slot Mart, Dynabit Gaming, EEAI, IMK 365 and Triple Cherry. VeliGames also distributes its exclusive in-house studios VeliPlay (crash and instant games) and Heaven of 7 (slots).

The company said the expansion is aimed at helping operators diversify and localise their game lobbies for emerging markets through a single integration. VeliGames said its catalogue spans slots, live casino, scratch cards, table and crash games, with tailoring for Asia, Africa and Latin America, including “regionally adjusted pricing” and back-office capabilities.

Irakli Kakhidze, CEO at VeliGames, said: “Our technology is shaped by real-world operator needs, and that’s why VeliGames is a plug-and-play solution that allows operators to access more than 35,000 titles from 160+ providers, plus market-ready customisation, and robust engagement and reporting tools.

“VeliGames has established itself as a partner that understands the business of gaming, not just the code, and these integrations are a testament to that.

“The Single API approach only delivers real value when it is built on battle-tested technology. That has made VeliGames the go-to choice for operators in high-growth markets across the world.”

Revaz Janelidze, Operations Lead at VeliGames, added: “At VeliGames, we live and breathe content, and that’s why we pull out all the stops to constantly bring remarkable providers to our platform.

“These are studios that are pushing boundaries to deliver never seen before themes, mechanics, bonuses and formats, and in doing so are tearing up the rulebook for iGaming content.

“We look forward to seeing our clients strengthen their casino lobbies with the likes of Amigo Gaming, Playnetic and others, while we’re already hard at work on the next round of integrations, so watch this space.”

The post VeliGames adds 10 studios as content library tops 35,000 games appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.