Month: September 2021

Flutter, owner of major European betting brands such as Paddy Power and Betfair, said a desire to promote greater industry responsibility in European gambling was the driving force behind joining the organisation.

EGBA secretary general Maarten Haijer said: “We are very pleased that Flutter has joined the EGBA family and welcome its commitment towards our ideals of sustainability and fostering a stronger culture of safer gambling in Europe.

“We are determined to ensure Europe’s online gambling sector is more united and coordinated in its objectives and responsibilities, and we continue to invite Europe’s other reputable online gambling companies to join us in this mission.”

EGBA has recently shown its commitment to a safer gambling market in the continent. Its inaugural safer gambling report showed an increase in the use of responsible gambling tools, and the body was recently showed its support for electronic ID proposals across Europe.

Flutter’s chief legal officer Pádraig Ó Ríordáin added: “Safer Gambling and sustainability are paramount to everything we do at Flutter, so joining the EGBA was a natural fit for us. We look forward to working with other members to ensure the online gambling sector within Europe is more united on our role and responsibilities.”

By Josh Walfish

TikTok’s popularity is rooted in microcontent and previously the social media sensation had enforced a strict 60-second message limit on content creators. However, the platform has become a home for tips and tricks in a variety of topics that require more than a minute to get their message across.

Most content will still fit into the normal 60-second video, but the extended time is an excellent way to keep viewers hooked on content. A large issue for TikTok creators who had longer content was dividing it into parts and forcing users to scroll and discover the next segment of the story. Engaged users can now retain and interact better with the content on their For You Page without the extra work.

TikTok has a large margin for growth as well, according to a poll from Interpret’s VideoWatch. In that study, just 13% of respondents use TikTok and watch short videos, whereas 79% consume the shorter content but don’t use Tik-Tok. 

Impact on advertisers and brands

The good news for advertisers and brands is that TikTok is still a new frontier for advertising. Although nearly two billion people have downloaded the app over its lifetime, how TikTok fits with other social media platforms when it comes to advertisers is still unknown. 

One thing going in TikTok’s favour is its artificial intelligence system that will better match advertisers with consumers. A user’s feed is generated to be compatible with their interests based on previous videos watched and how long they stay on those videos. That means advertisers should have a better retention rate and be more likely to reach the intended consumer instead of blasting to every user whether the ad is applicable to them or not.

The good news for the esports community is TikTok seems to be embracing the online gaming industry, which should open the door for new advertisers. In October 2020, TikTok announced a partnership with esports team Tundra, beginning what some have called an experiment for the company when it comes to branding. Cyril Etienne, a media planner at esports-focused Hurrah Group, said the move was about showing how esports could work on TikTok and proving the concept is profitable for both brands and esports teams. 

TikTok wisely paired with a FIFA 21-based team in Tundra because FIFA content has more than 3.3 billion views on the platform, according to Tundra co-founder Michael Munro. “The appetite for esports, and particularly FIFA content, is already proven so the partnership is a natural fit and unique in that it flows from the digital through to the physical,” Munro said in the announcement about the partnership.

Should esports delve into TikTok? 

There is no doubt that esports betting operators should consider creating a TikTok marketing strategy. We’ve already seen some major brands like Riot Games and the ESL incorporate TikTok for major events. Many of the betting operators could use the platform in a similar fashion.

If nothing else, betting operators can recycle their YouTube content in this shorter, digestible form to drum up interest in esports. Even the best highlights from the most recent major tournaments or helpful explainers about each game would serve a dual purpose. It would build interest in this growing sector of the betting world and help introduce brand loyalty by connecting with a younger generation of bettors.

There is the dilemma that most of TikTok’s users are younger, and many are likely not of legal betting age. However, building familiarity with a brand is something that can pay off over the long term, especially when the content does register with the young adults it is targeting. TikTok is just another platform through which these betting operators can introduce themselves to the esports community. 

TikTok also has gone out of its way to curate itself towards business with the launch of TikTok For Business, providing methods for companies to increase engagement and build an audience. The various options come at a premium for advertisers, but they can generate more than eight million impressions per day depending on the placement and price point. The platform also offers help in connecting brands with relatable influencers who can help push the product.

This could be put in place if the House considers a host of recommendations made by gambling regulators.

The announcement comes two months after Kenya’s Betting Control and Licensing Board (BCLB) set out Kenya’s guidelines for gambling advertising, permitting broadcast ads for the first time. The rules include restrictions around broadcasting times and responsible gambling message integration.

The potential measures are currently being considered by the Departmental Committee on Information, Communication and Innovation in the form of amendments to the country’s planned overhaul of its gambling legislation, first proposed in 2019.

During a meeting yesterday (September 8th) between legislators, the Communication Authority and the BCLB, the Committee expressed concerns regarding the potentially harmful effects of gambling advertising on children.

The committee also questioned why there was a sizable increase in the amount of betting licenses distributed by the BCLB.

In response, the Communication Authority explained that media companies that broadcast third party content are are currently allowed to air gambling-themed programming, but added that broadcasters must ensure that the third-party content is “honest, decent and truthful”.

The BCLB expressed that although it had issued advertising warnings to gambling operators, it is the media bodies behind the advertisements that need to adhere to broadcasting guidelines.

In addition, the BCLB provided evidence that it had blocked M-Pesa mobile payments from 70  “unscrupulous” operators in the country between December 2020 and August 2021

The IGT business will now operate as three segments, with the new Digital and Betting arm running alongside its Global Lottery and Global Gaming divisions that were established in July last year.

As such, beginning with the third quarter of its 2021 financial year, IGT will report results for its Digital and Betting business separately from the other two segments.

IGT added that its IGT iLottery business will remain part of the Global Lottery segment.

“IGT has established strong leadership positions and driven dynamic growth across its iGaming and sports betting businesses. With significant growth expected to continue, we have decided to establish a dedicated Digital & Betting business segment,” IGT chief executive Marco Sala said.

Read the full story on iGB North America.

“Sports betting – the most complex piece of enterprise and end-user software imaginable”.

The complexities that come with building a sportsbook capable of leading the market are vast. Offering a deep array of markets with high combinability across pre-match and in-play to end users is of paramount importance, but there are many other areas a high-performance sportsbook must get right, including managing heavy load with spikes in volume, bet settlement, ensuring regulatory compliance and upholding the highest levels of sporting integrity.

For sportsbook providers, these complexities come alongside needing to support a multi-tenant system under an SAAS framework.

As such, delivering a high-quality sportsbook, and doing so in full compliance across multiple jurisdictions, is a subject many pay lip service to, but few have the capacity to consistently deliver.

In this webinar, Kambi breaks down the essential components needed to create a successful sportsbook that is capable of offering engaging experiences for the end-user, meaningful scope for differentiation, regulatory certainty and driving enhanced returns for partners.

Key takeaways include:

How to deliver a sportsbook which offers meaningful differentiationHow a successful sportsbook can help to provide regulatory certainty to operatorsHow to drive improved margins from your sportsbook 

Register for this live webinar to hear from the experts at Kambi, including Chief Technology Officer, Kris Saw and Technical Consultant James Letchford.

The bill, titled Betting (Prohibition on Use of Credit Cards) Act 2021, aims to amend the Betting Act 1931 to ban the use of credit cards, in order to encourage responsible gambling. It was introduced by Thomas Gould TD, spokesperson on addiction, recovery and wellbeing for opposition party Sinn Féin.

Following the outlining of license conditions in the original legislation, the new bill would add that those who apply for a license must agree to not accept bets that have been placed using a credit card.

E-wallets will also be banned unless the payment provider can provide proof that there are checks in place to prevent the use of credit cards.

If the bill comes into force, those who already hold licenses will be subject to the new credit card prohibitions within three months of the license’s commencement.

In addition, if the bill is violated, offenders could face a fine and up to two years in prison.

“I am really proud to launch this legislation that would see credit cards banned in online and in-shop betting,” said Gould.

“Protecting vulnerable people has to be at the fore of gambling regulation. While the government still haven’t published a Gambling Control Bill, Sinn Féin are committed to bringing forward credible protections that will help to protect vulnerable people.”

In August, bookmakers in Ireland agreed to a complete ban on the use of credit cards for gambling purposes, as well as a ban on live sport whistle-to-whistle advertising pre-watershed.

“We need to make sure that those in the throes of addiction aren’t gambling with money they don’t have and can’t afford,” added Gould.

“I am calling on all parties, and independents, to support this legislation and ensure that we see true protection for the most vulnerable in our society.”

Earlier this year Flutter blocked the use of credit cards in Ireland as part of a new safer gambling initiative.

The restrictions were due to be eased on 14 November, but, after the government announced during a press conference that all general pandemic-related restrictions would be lifted on 29 September, BOS argued the online casino rules should be lifted on the same date.

The restrictions were first imposed in July 2020, and were extended several times despite initial plans to lift them at the end of the year.

They included a SEK5000 deposit cap, and a time limit on playing slots and casino games at licenced operators.

In the letter, BOS secretary general Gustaf Hoffstedt said: “The fact that the government announced on 7 September that most of the general restrictions will be removed from 29 September this year is, of course, an even clearer signal of the government’s ambition to return Sweden to a normal situation.

“This includes the Swedish Public Health Agency’s advice to withdraw the advice to work from home, which was the main argument for the temporary regulation on gambling liability measures, as it was claimed that increased stays at home would lead to increased gambling problems with online casino gambling.”

Hoffstedt also noted that Casino Cosmopol, a state-owned land-based casino, reopened on 7 July without the restrictions which apply to online casinos.

The two-year deal will see Betway become the official sports betting partner of the team and benefit from a branding presence on LED advertising boards inside the team’s Wanda Metropolitano Stadium home ground. 

In addition, Betway will have access to Atlético Madrid’s players to produce a range of social and digital content.

The deal will cover all regions around the world, with the exception of Spain and Asia. The exclusion of Spain is due to the fact that the country recently introduced a ban on sports clubs striking advertising deals with gambling operators. Clubs were forced to end Spanish-facing deals at the end of the 2020-21 season and banned from agreeing new partnerships.

“We are very keen with our partnership with Betway outside of Spain; it is a top global player in its sector which will represent an important support to the club’s international expansion strategy,” Atlético Madrid’s commercial director Iñigo Aznar said.

Betway chief executive Anthony Werkman added: “We’re excited to have an agreement with one of the biggest clubs involved in both La Liga and the Champions League; two of the most viewed sporting competitions around the world.

“With a team full of internationally recognised names, this partnership will gain further exposure for our brand, that has an ambitious global vision.”

Betway has a host of similar commercial deals in place with sports clubs and organisations across a range of sports in markets around the world. Last month, has entered a deal with SA Rugby, the national governing body of rugby union in South Africa.

Under the deal, WynnBET will have access to official NFL play-by-play statistics, proprietary Next Gen Stats data and sports betting data feed.

Genius also represents the NFL’s legalized sports betting advertising inventory across the NFL’s own digital platforms, with Genius’s digital marketing and publisher solutions to run official data-driven campaigns for WynnBET.

The partnership comes after WynnBET in August was selected as one of the NFL’s approved sportsbook operators.

Read the full story on iGB North America.

Players across the state will be able to wager on a wide range of sports events, while those who sign up will also have access to the operator’s MaxRewards loyalty program.

“MaximBet is the first true lifestyle sports betting brand, designed with a customer first approach, offering great promotions and a full slate of leagues and props, all anchored around real-life rewards that players won’t be able to experience anywhere else. Everyone should sign up and come to our epic parties,” MaximBet chief executive Daniel Graetzer said.

“Coloradans are passionate sports fans, and we can’t wait to provide them with not only a user-friendly betting platform, but also ways to earn and enjoy money-can’t-buy experiences and access through our partnership with Maxim.”

Read the full story on iGB North America.