On April 14, 2025, Google is set to implement a comprehensive update to its Gambling and Games advertising policy. This update is designed to introduce more stringent controls and clearer definitions within the advertising guidelines, particularly targeting the clarity for advertisers and aligning with country-specific laws.
Key Changes in Policy Guidelines
The revision will bring about significant changes, particularly affecting how gambling content is presented and regulated. Websites that lead users to gambling services or online gambling platforms will now be categorized distinctly as ‘promoting gambling’. This classification aims to regulate affiliate and aggregator sites more strictly, demanding they stick to purely informational content unless they adhere to new rigorous standards.
Country-Specific Regulations and Certifications
Google’s policy update will also enforce stricter country-specific regulations, detailing where gambling advertising is permitted and where it is explicitly banned, with countries like Bulgaria, China, and Egypt on the restricted list. Furthermore, the policy will clarify the certifications required for social casino games, distinguishing them from real-money gambling offerings.
Enforcement and Compliance
The upcoming changes emphasize compliance, with Google requiring all gambling advertisers to keep their licenses and registrations current and reported. Notable focus areas include the promotion of games like Mahjong in the Asia-Pacific region, which will face direct restrictions under the new policy.
Specifics on Social Casino Games and Traditional Gambling
The new guidelines will separate ‘social casino games’ from traditional gambling activities, applying specific rules to each category. Advertisers will need separate certifications to promote social casino games, ensuring they do not cross the boundaries into real-money gambling spaces.
Operational Impact and Preparations
As the implementation date nears, advertisers are advised to review their advertising strategies and prepare for compliance with the new guidelines. Google’s updated policy reflects a shift towards more responsible advertising practices, demanding higher accountability and stricter adherence to legal standards.
The policy revision marks a significant shift in how gambling advertising is managed on Google’s platforms, introducing a layered approach to compliance and enforcement. Advertisers are encouraged to familiarize themselves with the changes to ensure seamless transitions and continued effectiveness in their advertising campaigns.
The Brazilian Ministry of Finance, through its Prizes and Betting Secretariat (SPA), has announced in the Official Gazette of the Union a significant expansion for the betting industry. Effective from February 12, a total of 37 betting companies have been awarded permanent licenses to operate until December 31, 2029. This significant regulatory shift, marking a pivotal move towards a more structured betting environment, comes with an investment of R$30 million by each licensed operator.
Enhancements in Regulatory Practices
Since the formal inauguration of the regulated sports betting and online gaming market on January 1, 2025, the SPA has mandated the use of a “.bet.br” domain for all operators. This requirement, alongside stringent measures such as banning credit for online bets and mandatory bettor identification, demonstrates Brazil’s dedication to fostering a safe and responsible gaming environment. The deployment of facial recognition technology and advanced financial flow controls further emphasize the commitment to ethical practices within the sector.
Stakeholder Engagement and Feedback
To further refine the betting regulations, the SPA has launched a public consultation process through the Participa + Brasil Platform, inviting feedback from stakeholders for the 2025-2026 period. Additionally, an online public hearing is slated for February 21, providing a direct platform for discussion and potential adjustments in the regulatory framework.
Expansion of Licensed Operators
The recent authorization of 21 more online betting licenses has increased the total number of fully authorized operators to 35. This list includes major international brands such as Betano and Bet365 and prominent local operators like Aposta Ganha and Betsul. The granting of these licenses underscores the robust validation processes and compliance with Brazilian betting laws that each operator must adhere to.
Challenges and Procedural Adjustments
The SPA has faced challenges navigating the complexities of a regulated betting environment, particularly in the licensing process. These challenges have been addressed by implementing Normative Instruction No 3/2025 on January 14, which aims to standardize the certification process and alleviate earlier procedural hurdles. This regulation temporarily resolved setbacks and is part of a broader strategy to adapt the regulatory framework to the sector’s rapid technological advancements.
As Brazil continues to develop its regulatory framework for the betting industry, these updates promise a more accountable and transparent betting environment and a thriving future for legal betting in the country. With 173 brands now authorized to operate, and an ongoing commitment to regulatory improvements, Brazil is setting a standard for responsible and regulated betting operations.
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Expanding Horizons with St8.io
Playzia, a leading name in the iGaming industry, has recently cemented a strategic partnership with St8.io, an advanced casino game aggregator. This pivotal alliance is set to integrate Playzia’s exciting game portfolio—including titles like Billionaire Wolf, Cosmos Cash, and Sweet Candy Fortune—into St8.io’s platform. This move not only broadens the availability of Playzia’s games but also marks a significant step in their mission to innovate and captivate a global audience.
Vlad Modorcea, Chief Product Officer at Playzia, expressed enthusiasm about the collaboration: “We are thrilled to partner with St8.io, whose cutting-edge technology and extensive network will allow us to reach new markets and players.”
Licensing Success and Market Expansion
The collaboration gains further significance as St8.io has been expanding its footprint in regulated markets, recently securing licenses from the Isle of Man and recognition from the Malta Gaming Authority. These developments underscore the aggregator’s commitment to compliance and high-quality solutions, enhancing its partnership appeal.
Innovative Ventures: Playzia and ITV
Adding a creative twist to its strategic moves, Playzia has also entered into a partnership with ITV to develop a series of online games inspired by the hit reality TV show, Love Island. This multi-year agreement is poised to deliver ten new games, expanding Playzia’s offerings into branded content and tapping into the vast fanbase of the show.
SOFTSWISS: A Game-Changing Collaboration
Further expanding its market presence, Playzia announced a new partnership with SOFTSWISS, a leader in iGaming software solutions. This collaboration will see Playzia’s portfolio featured on SOFTSWISS’s award-winning aggregation platform, allowing even broader global access to its innovative games.
Nikita Keino, Head of Partnerships at SOFTSWISS, highlighted the benefits of this partnership: “We welcome Playzia as our new partner, and we are proud to expand our portfolio with their exciting games.”
Future Prospects and Innovations
Looking ahead, Playzia is not slowing down. The company has revealed plans to launch three new games each month, continuously enhancing their offerings with unique gameplay mechanics and diverse game types, including crash, table, instant, and probability games.
With each strategic partnership and licensing achievement, Playzia is not just keeping up with the industry trends but is setting new benchmarks for innovation and player engagement in the iGaming world. As 2025 approaches, Playzia’s aggressive expansion and creative partnerships signal a year full of potential and exciting new gaming experiences for players around the globe.
This week, the European Parliament hosted an important gathering organized by the European Lotteries (EL) to discuss the protection of minors in the digital gambling environment. The event saw EU policymakers, industry experts, and stakeholders converge to discuss the implementation of enhanced digital safeguards aimed at protecting younger audiences.
Key Discussions and Statements
The discussions, held on 5 February 2025, focused on the dual nature of digital technologies—while they offer numerous benefits, they also pose significant risks to minors, including mental health issues and exposure to potentially harmful and addictive content. MEP Tomislav Sokol (EPP, Croatia) emphasized the importance of upcoming EU policies: “The Parliament’s forthcoming report on the protection of minors online is pivotal in shaping strategies that ensure the safety and well-being of our youth in the digital realm.”
Adding to the conversation, MEP Bogdan Zdrojewski (EPP, Poland), Vice-Chair of the Culture and Education Committee, stated, “We are committed to the safety of young people and believe that robust age verification processes and responsible marketing are essential to effectively safeguard our minors.”
Regulatory Focus and Legislative Advances
The event highlighted several key aspects of regulatory measures, particularly emphasizing the role of the Digital Services Act (DSA) in ensuring platform accountability. The upcoming Digital Fairness Act (DFA) is also anticipated to address issues related to deceptive design patterns and addictive digital features. The European Lotteries are advocating for the integration of educational initiatives with technical solutions to better protect minors from gambling-related harms.
Overview of EU Gambling Regulations
The regulatory landscape for gambling within the EU remains diverse, with no centralized legislation overseeing the member states. Each country manages its own regulations, aligning with the general provisions of the Treaty on the Functioning of the European Union (TFEU), which includes fundamental aspects like responsible gambling, privacy protection, and prevention of underage gambling.
For example, France operates under three regulatory bodies overseeing various forms of gambling, while Germany has implemented stringent laws, including a recent ban on most online betting sites. The Netherlands, on the other hand, has opened up its market to foreign investors following the adoption of the Remote Gambling Bill.
Reflections on National Versus EU-Wide Regulation
The landscape of EU gambling regulation showcases a mix of national autonomy and EU-wide directives. While the freedom for each member state to tailor its gambling laws offers flexibility, it also introduces challenges such as regulatory divergence and potential exposure of citizens to inconsistent protections across borders. This situation displays the complex interplay between national interests and the need for harmonized EU policies in the digital age.
Overview of Financial Results
Betsson AB, a Malta-based company with Swedish origins, has reported its most successful financial year. The company demonstrated substantial growth across key sectors, including its online casino and sportsbook operations. The company’s revenue saw a 17% increase, totaling €1.106 billion (£925.84m), with an organic growth rate of 41%.
Pontus Lindwall, the CEO of Betsson, stated, “This year marks the highest achievement in Betsson’s history, enhancing our global leadership in the gaming and betting industry.”
Financial Highlights
The company’s EBITDA for the fiscal year 2024 reached €316 million (£263.56m), marking a 20% increase from the previous year. Operating income also rose by 22%, amounting to €256.7 million (£214.11m). Net income improved by 6% year-on-year, culminating in €183.7 million (£153.23m), with earnings per share increasing slightly from €1.29 to €1.32.
Casino revenues increased significantly, totaling €795.4 million (£663.56m), an 18% increase over the prior year. The sportsbook sector also reported growth, with revenues climbing by 14% to €303.4 million (£253.15m). Betsson’s customer base remained robust, with 1.3 million active customers by the end of December 2024.
Dividend and Future Outlook
Betsson’s Board of Directors proposed an increase in the regular dividend to €0.657 per share, up from €0.645, along with a special dividend of €0.10 per share.
Lindwall expressed optimism about 2025, emphasizing ongoing strategic investments in Latin America and Central and Eastern Europe and Central Asia (CEECA), which have significantly contributed to Betsson’s growth. He highlighted the company’s focus on offering the top gaming experience and maintaining strong market positions through proprietary technology and strategic sponsorships.
Regional Developments and Strategic Focus
Jesper Svensson, CEO of Betsson, in a recent interview with iGB, discussed the company’s strategic focus on Spanish-speaking markets in Latin America over Brazil, given the nascent stage of the Brazilian market. Despite this, Svensson acknowledged the long-term potential in Brazil, emphasizing a gradual approach to investment there.
The company reported a revenue increase of 16.8% over the previous year, with the fourth quarter showing a 46.8% increase in Latin American revenues due to strong performances in Argentina, Colombia, and Peru. Svensson confirmed continued investment in these regions but indicated a cautious approach to Brazil, waiting for a more developed regulatory environment.
M&A and Expansion Strategy
Svensson also noted that mergers and acquisitions are integral to Betsson’s growth strategy, with the company historically acquiring a new entity each year. He emphasized that this approach allows Betsson to effectively enter new markets and continue its growth trajectory into 2025.
In conclusion, Betsson AB is poised to maintain its momentum with a strong focus on growth in core markets and strategic regions, leveraging its established market presence and strategic acquisitions.
