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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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BETER Names Miguel Valdes as Business Development Manager for APAC

BETER, the award-winning provider of fast-betting content, data, and odds for esports and sports, has strengthened its global team with the appointment of Miguel Valdes as Business Development Manager for the Asia–Pacific region.
Miguel is an experienced business development manager, having previously worked at prominent companies including SiGMA World, among others.
In his new role, Miguel will be responsible for driving BETER`s growth by creating new opportunities with operators, platform providers, and aggregators, helping the supplier expand its presence across the APAC region.
This includes establishing strategic partnerships and nurturing existing relationships with local partners as part of BETER’s broader efforts to scale quickly in APAC, mirroring its rapid growth in markets such as Latin America and Europe.
Miguel’s efforts will support BETER’s expansion into various APAC markets by leveraging the region’s strong demand for its fast-betting content. He will also lead the development of a local team focused on strengthening BETER’s footprint in the area.
Chuck Robinson, Chief Revenue Officer at BETER, commented: “Miguel is a strong addition to our team and will lead BETER’s development in the APAC region. He brings valuable experience to the table, and we are delighted to welcome him on board.
“We have ambitious plans for the region and with our various portfolio of esports and sports products, we’re perfectly positioned to meet the needs of the next-gen bettors there.”
Miguel Valdes added: “I’m excited to join BETER, especially at a time when the demand for fast-paced content is rapidly growing. This trend is evident not only in APAC but worldwide, with BETER driving that movement.
“The region holds enormous opportunities, not only for BETER but also for the operators and aggregators who are open to leveraging fast-betting potential. I look forward to contributing to BETER’s growth and exploring new markets across APAC together.”
The post BETER Names Miguel Valdes as Business Development Manager for APAC appeared first on European Gaming Industry News.
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Booming Games Expands Its Presence In the Netherlands Through Starcasino Collaboration

Booming Games proudly announces the launch of its slot titles on Starcasino.nl, one of the Netherlands’ rapidly emerging online gaming platforms. This collaboration represents a key milestone in Booming Games’ continued growth and presence in the Dutch market.
Starcasino, a well-established casino and sportsbook brand with deep roots in Belgium, is now live in the Netherlands under a license from the Dutch Gambling Authority (Kansspelautoriteit). Known for its secure, responsible, and high-quality iGaming experience, Starcasino is quickly gaining traction among Dutch players.
As part of the partnership, Starcasino players can now enjoy a selection of top-performing Booming Games titles, including Tasty Bonanza, 64 Gold Coin Hold and Win, Buffalo Hold and Win Extreme 10,000, Ronaldinho Spins, and Dynamite Trio.
Booming Games continues to grow its global footprint, and this new partnership reflects its commitment to entering regulated markets with trusted local operators. With a shared focus on integrity, entertainment, and compliance, Booming Games and Starcasino are set to deliver exceptional value to players in the Netherlands.
This partnership is effective immediately, with integration efforts already underway to ensure seamless access to Booming Games content for licensed operators across the region.
Simona Lanzoni, Commercial Director at Booming Games, said: “Partnering with Starcasino marks a significant step in Booming Games’ expansion within the Dutch market. Starcasino’s strong reputation for responsible and high-quality entertainment aligns perfectly with our commitment to delivering exceptional slot content to regulated markets. We’re excited to bring our most engaging titles to Dutch players and to continue growing our presence alongside a trusted and dynamic partner.”
Pieter van den Bos, Director at Starcasino, added: “We are thrilled to go live with Booming Games on Starcasino, bringing a fresh selection of innovative games to our platform. This launch offers our Dutch players even more choice and entertainment in our growing casino portfolio.”
The post Booming Games Expands Its Presence In the Netherlands Through Starcasino Collaboration appeared first on European Gaming Industry News.
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ICONIC21 Content Now Live via Aardvark Technologies’ Aggregation Platform

ICONIC21, the in-demand iGaming content provider, officially went live with Aardvark Technologies, the omni-solution provider for online and retail betting.
With this integration now complete, ICONIC21’s titles are fully available across Aardvark’s aggregation platform, expanding access for operators and players throughout key regions.
ICONIC21 has ramped up its content rollout in recent months, launching new titles across multiple verticals. Highlights include Gravity Plinko, which introduced its first-person games line, Wild Gold Mine among its latest slots, and standout live casino experiences such as the Gravity Series or recently-released Oasis VIP Blackjack. The upcoming Knock Knock game is also generating strong anticipation, with more information to be released soon.
Bringing this portfolio to Aardvark’s platform means operators now benefit from seamless access to ICONIC21’s unique content, enhanced by Aardvark’s compliance support and distribution reach.
Alina Popa, CCO at ICONIC21, shared: “Our content moves fast, and we need partners that can keep pace. With Aardvark, we’ve found a team that gets it. Their market presence and flexibility are a great match for our ambition, and we’re excited to see how this launch performs across their network.”
Arijus Denisovas, Commercial Director at Aardvark Technologies added: “ICONIC21 has built serious presence. Their titles are in demand, and we’re proud to bring them into our aggregation portfolio. This launch strengthens our offering and gives our partners even more tools to attract and retain players.”
With the integration now live, both companies are focused on delivering performance, reach, and value to operators seeking standout content in fast-moving markets.
The post ICONIC21 Content Now Live via Aardvark Technologies’ Aggregation Platform appeared first on European Gaming Industry News.
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