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2022 Football World Cup and sports betting: the ANJ presents the results of the competition
As expected, the Football World Cup was a highlight in the 2022 sports betting calendar, with online stakes breaking records. This economic result confirms the real craze for sports betting, which is, for many gamblers, an inseparable practice from football. As far as advertising is concerned, the content has become more normalized, and the commitments made by the operators to reduce advertising pressure have generally been respected. Nevertheless, the massive recourse to programme sponsorship and influence are points of vigilance for the regulator and answers will have to be provided in the near future.
Economic results: a major World Cup, but in the context of a global slowdown in the growth of the online sports betting market in 2022
The Football World Cup has recorded several records for online sports betting:
– €597 million in stakes and €70 million in GGPs (Gross Gaming Revenue), a record performance for a competition of this scale. Stakes were 56% higher than for the 2018 World Cup and 37% higher than for the Euro, which was held in 2021 but featured fewer matches. The results recorded in FDJ sales outlets will be communicated in mid-February. Nevertheless, it can be estimated that the total amount of bets recorded online and in sales outlets could exceed €900 million.
– With €51 million in stakes placed, the France / Argentina final is the match that holds the record for bets, dethroning the 2018 France / Croatia final (€38million).
However, this result should be seen in a more global context of slowing down the growth of online sports betting in 2022. In fact, in 2022, the online sports betting segment saw a 2.5% growth in GGR, compared to 44% in 2021 and 7% in 2020, marked by Covid. Stakes on the 2022 World Cup represent 7.2% of total stakes placed in 2022, compared with 10% in 2018. Two explanations for this drop in the weight of stakes associated with the World Cup can be put forward: on the one hand, the number of players who opened an account during the World Cup was greater in 2018 than in 2022. Their weight in the total number of player accounts opened has therefore decreased. On the other hand, it seems that players who were already active before the World Cup have spread their bets more throughout the year and are diversifying them to other football competitions and sports, such as basketball.
Profile of players and betting practices: more women and 18-24 year olds among new bettors
– 177,000 new gamblers created an account during the competition. This is less than in 2018 (232,000 accounts opened);
– A more feminine pool of players: twice as many women aged 18-24 were recruited than during a normal period of activity, i.e. outside a major sporting and popular event;
– 54 million bets were placed, more than double the number in 2018;
– While players bet more than in 2018, the amount of unit bets was €11, which is slightly lower than the amount of unit bets seen in 2018;
– The average stake placed during the entire competition remained stable compared to that observed during the 2018 World Cup, at €234;
– 2.6 million player accounts placed a bet during the competition (players have an average of 1.2 accounts). This represents 2.2 million unique players;
– 70% of these accounts were negative, 23% were positive and 6% were balanced; only 1% won more than 10 times their stake.
– The 18-24 year olds represent 53% of new players, which is higher than in a normal period of activity.
It is still too early to assess the effects of competition on loss of control and addiction. An ANJ/OFDT (Observatoire Français des Drogues et des Tendances Addictives) study project will make it possible to observe this phenomenon over the medium and long term on new and regular players.
Preventive campaigns
For the first time, several prevention campaigns were conducted by public institutions before and during a major sporting event. These three campaigns, launched by Santé publique France, the Seine-Saint-Denis General Council and the ANJ, raised awareness among the general public of the risks of problem gambling and excessive gambling, using different approaches. The ANJ campaign “T’as vu, t’as perdu” (You saw, you lost) was aimed at sports bettors by mobilising their media and their codes.
46% of French people said they had seen prevention campaigns during the World Cup and more than 7 out of 10 gamblers. 82% of them consider that these campaigns are useful and 47% think that there are not enough of them.
Assessment of the regulatory mechanism put in place for operators’ commercial communications: an action plan that has made it possible to change the tone and to contain advertising pressure
After noticing an unprecedented advertising pressure in favour of sports betting during the Euro football tournament in 2021, the ANJ launched an ambitious action plan to “de-intensify” the advertising pressure on all communication media (television, radio, billboards and digital) and to reinforce the protection of minors and at-risk audiences, particularly on digital levers.
This two-part plan included guidelines for advertising content and financial incentives on the one hand, and recommendations for reducing advertising pressure across all media channels and moderating bonus offers on the other, in order to better protect vulnerable audiences.
In order to demonstrate their willingness to apply the recommendations of the ANJ, all the actors of the ecosystem – advertising agencies, audiovisual professionals and gambling operators – signed in November 2022 four commitment charters to moderate advertising pressure and promote responsible commercial communications in television, radio, billboards and digital. The World Cup was the first major event to test the effectiveness of the commitments made.
- As regards the content of the advertisements, a change in tone was observed. There is less emphasis on external signs of wealth or false beliefs about the possibility of changing social status through sports betting and less blatant targeting of young people from working class neighbourhoods. According to a study carried out by Toluna – Harris Interactive for the ANJ, sports betting advertisements are considered as “slightly less disturbing and aggressive” than during Euro 2021;
- The commitments made in TV, radio and billboards were generally respected and made it possible to contain the pressure on traditional media;
- The pressure on the digital world seems to be slightly less important than during the Euro, but this point needs to be confirmed on the basis of the figures expected in February;
- The transparency of financial incentives (welcome and loyalty bonuses) has improved. In addition, the €100 limit on the welcome bonus recommended by the ANJ was generally applied by sports betting operators.
Lastly, the ANJ carried out an audit of the four main sports betting operators in order to ensure compliance with the commitments they have made. The checks are in progress.
A need to go further
There are still points of vigilance insofar as the ANJ has noted that some operators are using circumvention strategies with massive recourse to sponsorship of sports programmes and influence, which are particularly invasive and popular with young people. During the World Cup, around 100 influencers were mobilised to promote sports betting, mainly on Instagram, YouTube and Twitter. 80% of the influencers’ audience is under 34 years old and 50% under 25 years old.
The working group on sponsorship initiated by the ANJ in July 2022 will deliver its conclusions and proposals in March; they will focus in particular on jersey partnerships, competition naming, but also programme sponsorship on radio, television or streaming sites.
The ANJ is also actively participating in the various initiatives of the public authorities aiming to better regulate the use of influence.
Finally, although advertising pressure was contained during the World Cup, it remains at a high level, particularly on television, billboards and social networks. The study carried out by Toluna – Harris Interactive indicates that 49% of people who saw sports betting advertisements during the World Cup believe that “there are too many” (compared to 54% during the Euro). 88% of those who saw the ads said they saw them on TV and 54% on social networks, with the proportion rising quite logically to 79% among the under-35 years old.
The review by the ANJ Board in February 2023 of the promotional strategies of gambling operators aims to assess the regulation of advertising in 2022 and to provide new answers to the marketing ambitions of the operators, in particular concerning their important presence on social networks which are very popular with young people and excessive gamblers, the massive use of influence and sponsoring
For Isabelle Falque-Pierrotin, Chairwoman of the ANJ: “The regulatory mechanism set up by the ANJ in the run-up to the World Cup made it possible, with the tools at its disposal, to contain advertising pressure, and the operators generally played along. Nevertheless, this pressure remains strong and concerns the regulator, in a context where the latest OFDT studies show an increase in excessive gambling. The ANJ is therefore considering additional measures that it will propose to the public authorities in the coming months to strengthen the supervision of gambling advertising.”
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Latin America, or LATAM, is quickly rising on the global radar as a hot new playground for online casinos. A lively mixture of tech-hungry young people, wider Internet access every month, and rules that are slowly but steadily growing friendlier to gaming makes the region a tempting patch of soil for operators eager to plant their brand. Unlike older markets that are already crowded and tightening the regulatory screws, LATAM still feels fresh and open, letting companies chase fast gains by leaning on bold ideas, local flavors, and mobile-first thinking.
Why LATAM Is a Key Growth Market for Online Gambling
A few key trends are stacking the deck in favor of LATAM casinos. First, smartphones have practically become a third arm for many residents. The GSMA Mobile Economy report for 2023 says more than 73 percent of the region now carries a smartphone, and that share keeps climbing. Such broad pocket-sized connectivity lets gaming sites reach players, even in remote towns, without the extra cost of shops or kiosks.
Second, LATAM’s population is much younger than Europe or North America. Millennials and Gen Z together make up a huge slice of the online betting crowd. Because these generations live, shop, and play through apps, they slide into digital payments and gamified screens with little friction, exactly the kind of audience casinos dream about.
Third, even though rules still differ from nation to nation, the general trend is toward looser, friendlier legislation. Brazil, for example, just passed a law covering fixed-odds sports betting and other online games, a clear sign that officials want licensed, taxable sites.
For LATAM players who prefer local touches, a one-stop hub such as Ingamble proves useful. The service directs users to casinos in their language, accepts their usual payment methods, and meets local laws, building the trust and ease that a young market needs.
How Cultural Differences Shape Casino Preferences
Grasping what people like in each country is critical to success, and LATAM shows that well. Its mix of cultures, customs, and histories means a blanket offer will disappoint in most places. In Mexico, for instance, community bingo nights and brightly themed slots still rule the floor, echoing deep traditions. Developers win by weaving folkloric images, regional music, and familiar tales into those games.
Brazilians, by contrast, look for platforms that merge casino fun with sports betting heat. Because football is almost a second religion, sites that serve live odds alongside a spinning wheel or table gain a clear and lasting advantage.
Localizing a product goes well beyond swapping English words for Spanish or Portuguese. It means building every step of the user journey around local holidays, favorite sports, and even the colors people associate with luck. When a digital service reflects the rhythm of daily life in a country, users stay longer and come back more often.
LATAM’s payments landscape is fragmented, so every casino must meet players where they are. Many customers are underbanked or lean on alternative tools, which makes integrating local methods essential rather than optional. Accepting Brazil’s PIX or the classic boleto bancario has moved from a bonus feature to a bare minimum.
Across the region, Argentina’s Mercado Pago rules wallets while Colombia’s Mercado Pago leads transfers through PSE. If these gateways are missing, carts are abandoned and trust disappears.
Currency support matters just as much. Enabling deposits and withdrawals in pesos or reales spares players conversion fees, and signals the operator treats them like a local. Casinos that add instant payouts and clear fee structures speed up service and earn a valuable edge.
Mobile Dominance: Data-Light Designs Win
Smartphones drive almost all online traffic across LATAM, so any brand that ignores them is courting failure. Yet mobile success goes beyond fitting a website on a small screen; it means building services that run smoothly on flaky networks and budget handsets.
Enter Progressive Web Apps (PWAs), a lightweight layer that gives casino players app-like speed without the hassle of Big Store downloads. Pair that with smart tricks: images that shrink on command, offline pockets so play never halts, and a no-frills layout that cuts data costs for users counting every megabyte.
Market leaders also roll out lite skins, peeling off heavy animations and endless scripts in favor of bare-bones speed and rock-solid uptime. Research shows delays of even a second can send players packing, turning lean design from a tech choice into a profit-or-loss showdown.
Localization Beyond Language: Bonuses and UI
Translation may get the words right, but it rarely captures what a player actually feels. Rewards, loyalty plans, and promos need to mirror local rhythms or they fade into the noise. A Holy Week rebate or a Festas Juninas gift card, for example, speaks straight to a Brazilian wallet and makes gaming personal.
User interfaces should always respect the tastes of the region. Across most LATAM markets, bold colors and lively animations win users more reliably than soft, stripped-back looks. Themes that borrow from local myths, beloved athletes, or street parties hit harder and draw stronger emotional ties.
Clear, honest talk about bonuses – especially wagering rules – matters just as much. LATAM players often arrive wary and quick to abandon sites that hide or twist the fine print. Simple, plain-language promises and fair play keep satisfaction high and churn low.
LATAM Regulation: Fragmented Today, Unified Tomorrow?
The legal landscape across LATAM still looks like a patchwork quilt, with every nation moving at its own rhythm. After years of debate, Brazil has at last laid down the first stones for an official iGaming market. Rules passed in 2023 set out licensing, tax rates and ad norms, marking a huge step for the region.
Colombia stays ahead, having greenlit online gambling in 2016 and handing out more than twenty operators’ licences since then. Its clear framework shows how steady oversight can tempt first-class global brands while still shielding everyday players.
Yet nations such as Venezuela and Bolivia remain at the back, relying on vague or years-old laws. So, firms chasing regional growth move quickly, launching under Curacao or MGA permits and promising to shift to local licenses once the rules firm up.
This patchwork of regulations calls for clear-eyed planning. Online casinos must link arms with lawyers and compliance pros who can steer them through local quirks, keep them out of gray markets, and support lasting operations.
LATAM’s online casino field is tricky but lucrative. Brands that respect local culture, invest in thorough localization, and build mobile-first sites stand a strong chance. As rules continue to modernize and user appetite grows, happy young audiences and friendly smartphone stacks regions shine as a fresh frontier for global iGaming.
The post The LATAM Online Casino Market: Where Innovation Meets Localization appeared first on Gaming and Gambling Industry in the Americas.
Brendan O’Kane CEO at OtherLevels
The missing link: Transforming available data into hyper-relevant activation and engagement
Brendan O’Kane, CEO at OtherLevels, reveals how transforming data into more relevant and sophisticated communications is hugely successful at activating and engaging customers.
Fewer than 100 days out from the start of the new NFL season, sportsbooks will be planning their marketing strategies to maximize the engagement opportunities that the season brings.
A month after the Philadelphia Eagles go up against the Dallas Cowboys, the NBA season also gets underway. Both landmark dates will long since have been picked out by sportsbook marketing teams as hooks to reactivate existing customers.
However, OtherLevels recent research shows that a reliance on mass seasonal campaigns not only risks missing the target in terms of engagement and activation, but can actively alienate customers. Modern, digital-first customers are smart and savvy – and they see through and ignore generic communications.
Our findings showed that seasonal campaigning, driven by high-profile sports, is over-prioritised with individual customer behaviors and preferences heavily under-utilized. The study also highlighted a common gap where raw behavioral data – which all operators have access to – is not transformed into sophisticated content and media.
Activation and Engagement
To determine how effectively one of the leading US-based sportsbooks was creating relevant communications for its customers, we conducted a two-month study of mobile engagement using the app push channel. The premise behind the research was that personalized, relevant and contextual communications lift activation and engagement in sports betting.
Our research team tracked two consistent customers who placed a total of 228 similar wagers on NFL, NBA, NHL, and EPL events. Both customers consistently bet on the same teams and props with consistent cash values.
Our expectation was that the sportsbook would leverage the repeated, predictable behaviour to tailor personalized communications.
The results, however, showed a significant lack of personalization. Despite both of our users exclusively betting on professional football, basketball, soccer and hockey, 29% of communications failed to mention any of these sports.
A total of 23% of messages promoted college football or basketball, which neither customer had ever wagered on. Soccer, which accounted for 19% of total bets placed, featured in only 1% of communications.
A mere 7% of communications contained token personalization – most of which was attribute-based (customer name or location), with 93% completely lacking behavioral personalization. Crucially, the operator failed to use betting behavior to tailor content related to preferred teams, props, markets, or odds changes.
The research showed that there is a significant disconnect between what we expected in terms of personalized communications and what was delivered. It uncovers a prevalent challenge within the industry: the disparity between the availability of customer data and how to transform this into compelling content and media, suitable for use by a (generic) CRM platform.
To create campaigns that are more effective, customer data needs to be transformed into content and activation needs to be automated. This is not trivial – a personalization engine does not create content, it outputs a JSON data recommendation. Automation is equally challenging. Take the NBA as an example: given that there are over 1,300 games, without an automated content and media creation capability built for 24/7 sports, there is a fundamental gap between personalization recommendations and an exciting, in the moment, customer experience. A marketing team relying on a generic CRM platform, lacks the automated content capabilities to create sophisticated sports content and CTAs.
Customer-centric
At OtherLevels, our Experience Platform fills that gap. It combines operator or 3rd party personalized recommendations, live odds, historical betting behaviour, and match context to create 100% automated, hyper-personalized CTA communications, for delivery by existing marTech platforms.
The positive results of this approach are clear to see. For two of the operators we work with, this customer-centric approach to marketing communications resulted in a 16% uplift in engagement across the NBA last season, an 8% lift from NFL for outbound communications and a 30% increase in on-site interaction for sophisticated NFL content.
When sportsbooks gear up for major seasons like the NFL and NBA, a default reliance on traditional CRM platforms that cannot create compelling sport content at scale leads to suboptimal engagement and risks alienating customers.
Conversely, adopting a customer-centric approach that leverages betting behavior and an automated, cutting-edge content and media engine, creates automated, hyper-personalized communications. This approach has been shown to dramatically increase activation and engagement, highlighting a clear next step for more effective sportsbook marketing.
The post The missing link: Transforming available data into hyper-relevant activation and engagement appeared first on Gaming and Gambling Industry in the Americas.
ACDV certification
GoldenRace becomes the first and only Virtual Sports provider certified for Retail in Colombia
GoldenRace, leading B2B provider of Virtual Sports and betting solutions, has become the first and only Virtual Sports provider officially authorised to operate in Colombia’s Retail betting market under the new ACDV regulation.
The certification is based on ACDV (Virtual Racing and Sports Betting) standards, published by Coljuegos, Colombia’s national gambling authority, at the end of last year (2024) as part of a new regulatory framework for Virtual Sports in the Retail sector, outlined in Resolution No. 20241200028984.
With this updated certification now in force, GoldenRace proudly leads the way, allowing betting shops across Colombia to legally continue offering its award-winning Virtual Sports portfolio – including bestsellers like Virtual Football, Horse Racing, and Greyhound Racing – fully compliant with the latest national requirements.
“This process involved extensive testing at a prestigious, internationally accredited laboratory,” explained Julio César Duque, LatAm Director at GoldenRace. “For us, it’s a clear confirmation of the strength of our portfolio and how well our solutions perform in Colombia.”
With the ACDV certification now active, the company is expanding its market-leading Virtual Sports content to Retail, giving local operators more.
“After a successful GAT Colombia 2025 and with the Peru Gaming Show on the horizon, we’re thrilled to keep growing in LatAm,” added Martin Wachter, CEO & Founder of Softquo, the Holding behind GoldenRace. “Colombia holds a special place for us: it’s home to one of our offices and our reforestation initiatives. We are deeply proud that its Retail operators can now enjoy the best of GoldenRace through this new certification.”
The post GoldenRace becomes the first and only Virtual Sports provider certified for Retail in Colombia appeared first on Gaming and Gambling Industry in the Americas.
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