Alec Gehlot, previous senior executive at Optimove, has introduced PlaySignal, a responsible gaming platform aimed at assisting operators in identifying and addressing player risk promptly.

PlaySignal employs a traffic-light system featuring green, amber, and red signals to steer player conduct and indicate when behaviors start to enter higher-risk areas. The platform seeks to minimize avoidable exclusions by offering operators enhanced visibility of rising risks, while simultaneously giving players more understanding of how their actions are evaluated.

Leveraging behavioural analytics, PlaySignal tracks player actions during gameplay and displays information as distinct signals. This allows teams to act earlier and react more appropriately as risk evolves.

The product connects with current operator systems to assist responsible gaming, CRM, and compliance teams by providing a unified view of activities, encouraging a more uniform strategy among teams as regulatory demands grow in important markets.

Building on his time at Optimove, where he collaborated with operators on segmentation, retention, and user engagement, Gehlot recognized a demand for innovative tools to enhance player protection as regulatory and tax pressures mount in regulated markets.

The company launched PlaySignal at ICE earlier this year, where it was a contender in the Innovators Challenge, and initiated talks with operators in various markets. The initial launch will concentrate on the UK prior to global expansion.

Alec Gehlot, Chief Executive Officer at PlaySignal, said: “Regulation and taxation are only moving in one direction, and operators need new tools to adapt. Player protection can no longer be treated as a compliance obligation; it has to become a competitive differentiator.

“Regulated operators are under real pressure, particularly in the UK, and we believe giving them earlier visibility of risk is essential not just for protection, but for long-term sustainability.”

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The Betting and Gaming Council (BGC) strongly supports government plans to ban Premier League clubs from accepting sponsorships from gambling operators lacking a UK licence.

A Betting and Gaming Council Spokesperson said: “The Betting and Gaming Council welcomes the Government’s plan to act to stop Premier League clubs accepting sponsorship from gambling operators that do not hold a UK licence.

“Culture Secretary Lisa Nandy is right that gambling companies without a UK licence should be banned from sponsoring Premier League clubs and should go further to prevent these harmful illegal companies from sponsoring any sport in the UK.

“At a time when the regulated sector is facing significantly higher taxation and ever tighter regulation while reducing advertising spend, it is more important than ever that firm action is taken against the growing harmful black market.

“Licensed members of the Betting and Gaming Council are regulated in Britain and follow strict rules on consumer protection, safer gambling and robust financial safeguards. Whereas, the illegal, harmful black market operators do not. They undermine player protections, avoid taxes, ignore safer gambling standards and put consumers at serious risk.

“We support action that protects fans, upholds standards and keeps customers safe within the regulated market.”

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Tabcorp Holdings Limited (Tabcorp) has paid a $158,400 penalty for taking online in-play sports bets, which is illegal in Australia.

An Australian Communications and Media Authority (ACMA) investigation found Tabcorp accepted 426 in-play bets across 32 tennis matches between February 2024 and June 2025.

Online in-play betting, wagers made on a sporting event after it has commenced, is prohibited in Australia under the Interactive Gambling Act 2001 (IGA).

The online in-play sports bets that were accepted in breach of the IGA were voided by Tabcorp and the bets were refunded.

The ACMA accepted the evidence from Tabcorp that the breaches occurred due to systems and communication issues with its third-party provider.

ACMA member Carolyn Lidgerwood said this is the third time since 2021 that Tabcorp has breached the in-play betting rules.

“The law is clear and wagering services must have processes in place to prevent illegal in-play bets from being accepted,” Ms Lidgerwood said.

“While we understand that most wagering operators rely on third-party providers to close betting on sporting events, they cannot outsource their legal responsibilities.

“The length of time it took Tabcorp to identify and then fix the problem was concerning and we expect Tabcorp to do better in the future,” Ms Lidgerwood said.

In addition to the financial penalty, Tabcorp has entered into a comprehensive enforceable undertaking requiring the company to undertake a review of its systems and processes relating to the closing of betting on tennis matches and to report regularly to the ACMA.

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