Infinity Gaming Magazine December 2025

InfinityGaming www.gaming-awards.com | ISSUE166

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35 NJ BETS ON ITSELF

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INNOVATION, IDENTITY, AND THE NEXT CHAPTER

CUTTING THROUGH THE NOISE

Opinion Disclaimer: The views and opinions expressed in all external articles are those of the authors and do not necessarily reflect the official policy or position of The Infinity Gaming Magazine Any content provided by our feature writers or authors are of their opinion, and are not intended to malign any religion, ethic group, club, organization, company, individual or anyone or anything.

INFINITY GAMING

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4 EDITOR NOTES Editor welcomes you to the latest edition of Infinity Gaming Magazine.

12 IGA 2026 FINALISTS 24 JONAS GROES 38 CRAIG WOLSTENCROFT

12 THE IGA 2026 FINALISTS

44 AIR DICE INNOVATION 52 BETTOR FASTER 65 TRUMP CONSIDERS

JONAS GROES

+

NEWS & MORE NEWS from the gaming industry

INFINITY GAMING

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A note from the editor If you are interested in taking part as a speaker or sponsor please do contact the team.

Back to the IGA and cannot wait to welcome all our friends, supporters and indeed all our finalist’s to what is the awards event of the year. We want to again thank our superb judges for their

And the winners are”

time in choosing the finalists and soon

CONTACT US Clever Duck Media Centrix@Keys Keys Park Road Staffordshire WS12 2HA UK Tel: +44(0)1543 478 889 PRODUCTION Clever Duck Media Centrix@Keys Keys Park Road Staffordshire WS12 2HA UK

to be winners for our charity focused event, it really does mean a great deal.

Lana Thompson - Editor

As ever we cannot do what we do without the support of our wonderful sponsors; Betconstruct, Digitain, 1xBet, Alea,

December edition

Spribe, Pragmatic Play, Pilot Games, Interblock, Gamomat, Yggdrasil, Vide-

PUBLISHING Infinity Gaming Magazine is operated by © Clever Duck Media Ltd ® Company Reg. No. 687 1018 (Registered in England) V.A.T reg. no 972 6372 91

oslots, IGT, Light & Wonder, RocketPlay, Play’n GO, Delasport, BETER, Soft2Bet, Welcome to the last edition of the In-

Melco Resorts, 18 Peaches and BGam-

finity Gaming Magazine for 2025 and

ing.

as we near 2026 I and the team wish all our readers all the very best for the

Now to the magazine and we have a

coming year.

bumper edition this time to keep you busy over the festive season, with some

The next time we publish the maga-

great articles from Air Dice, EveryMatrix,

zine all the winners will have been an-

Bettor Faster, Craig Wolstencroft and

nounced for the IGA 2026 Awards at

many more.

the superb Intercontinental Hotel in Barcelona, we will have launched our

Enjoy the latest edition of the magazine

new website to host our charity focused

and until next time, as we now wave

events (very exciting time for all of us

goodbye to 2025 and welcome in the

here at Clever Duck Media), it has been

New Year.

months in planning.

“To Infinity and Beyond!”

Also we will be a month away from the 2nd London Gaming Congress (LGC) in

Regards,

London at the Savoy Hotel, we are so

Lana

looking forward to welcoming you all to what is a very special event.

The Editor & Chief Thank you Betconstruct, Continent8 and IGT for being our first confirmed sponsors.

INFINITY GAMING

Sponsorship Opportunities Colin@cleverduckmedia.com Business Partnerships Svetlana@gaming-awards.com Marketing & Advertising Maria@cleverduckmedia.com Editorial Content & PR media@cleverduckmedia.com

19 - 21, January 2026 · Visit us at Booth #3E40

lnw.com

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The look and feel of the games and their individual components and displays are trade dress of Light & Wonder, Inc. and its subsidiaries. © 2025 Light & Wonder, Inc. All Rights Reserved.

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THE 2026 IGA JUDGES

Meet the Industry professionals charged with judging the nominations for the 2026 International Gaming Awards which received a record 1,000+ entries!

So in no particular order:

Ciara Nic Liam Managing Director – Gaming Entain Group

Pontus Lindwall CEO Betsson AB

Ursula Servis Head of Public Affairs Bet365

Elen Barber CMO Super Group

Kristiina Kerma Head of MarketingOperations Coolbet

Alexander Stevendahl CEO Immense Group

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Mattias Wedar CEO LeoVegas Group

Simon Westbury Strategic Advisor 1xBet

Paul Dolman-Darrall CEO g.games

Alex Tomic Founder Alea

Giorgi Tsutskiridze CCO – Spribe

Lena Yasir CCO ARRISE Powering Pragmatic Play

Pieter Remmers CEO – Assissa Consultancy Europe

Vardges Vardanyan Founder Digitain Group

Dietmar Hermjohannes Founder & Managing Partner Gamomat

Fiona Hickey Managing Director Games Inc

Alex Wilson Head of Marketing Division GameOn

Charles Cohen Founder & CEO Department of Trust

INFINITY GAMING

THE 2026 IGA JUDGES

Jennifer Bowman Senior Director Marketing IGT

Vigen Badalyan CEO Betconstruct

Sally Mohamed Director Global iLottery Bright Star Lottery

Jurmy Menckeberg RGM The Mill Adventure

Pencho Vlaskovski Head of Marketing Relax Gaming

Jesper Kärrbrink Chairman of the Board - Internet Vikings

Stevie​​​​ Shaves Chief Operating Officer Buzz Bingo

Marina Ostrovtsova CEO BGaming

David Richardson Director Strategic Partnership Better Change

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THE 2026 IGA JUDGES There still remains a few days to get your nominations in, the deadline is the 28th October so DO NOT delay and go to www.gaming-awards.com. Always free to enter this charity focused event.

Anna McChesney Director of Marketing – Continent 8

Richard Dennys CEO Game Lounge

Oren Cohen Shwartz CEO – Delasport

Dee Maher CEO – Celesta

Marek Milewski Operations Manager Casinos Poland

Anders Karlsen Co-Founder & CEO - Sisu Group

Nelli Zhamagortsyan Head of Business Development

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GAMING NEWS

23

Kalshi Secures Temporary Relief In Connecticut

K

alshi the leading platform specialising in prediction markets, has successfully obtained a

temporary injunction against the enforcement of a gambling order issued by Connecticut regulators. This ruling comes amidst a broader background of regulatory scrutiny faced by the company as it seeks to expand its operations across the United States.

Kalshi, which offers event-based contracts that allow users to speculate on the outcomes of various events, found itself at the centre of a legal battle when the Connecticut Department of Consumer Protection (DCP) issued cease-and-desist orders. These orders, issued on December 2, accused Kalshi, along with other platforms like Robinhood and Crypto.com, of operating unlicensed online gambling services through what they termed “online sports event contracts.”

In response to the DCP’s actions, Kalshi filed a lawsuit against the agency, asserting that its event contracts are governed by federal law under the Commodity Futures Trading Commission (CFTC) rather than state gambling regulations. The company contends that its operations do not constitute gambling but rather fall under the category of federally regulated financial instruments.

On January 8, 2025, Judge Vernon Oliver issued a ruling that temporarily halts the DCP’s enforcement actions against Kalshi while the court evaluates the company’s request for a more permanent relief. The judge’s decision allows Kalshi to continue its operations without the immediate threat of state penalties.

The court has established a timeline for the proceedings: *January 9, 2026: The DCP is required to respond to Kalshi’s claims.

*January 30, 2026: Kalshi will submit ad-

In addition to its legal battles, Kalshi has

ditional arguments.

recently made headlines for securing a significant partnership with CNN. This

*Mid-February 2026: Oral arguments are

collaboration, which follows a successful

expected to take place.

funding round that valued the company at $11 billion, positions Kalshi as CNN’s

Kalshi’s legal battle in Connecticut is not

official prediction markets partner. The

an isolated incident. The company is cur-

partnership will see Kalshi’s market data

rently embroiled in multiple disputes with

integrated into CNN’s newsroom, enhanc-

regulators across various states, including

ing the network’s reporting on political,

New York, Massachusetts, New Jersey, Ne-

economic, and cultural events.

vada, Maryland, and Ohio. Each of these states has raised concerns regarding the

Kalshi’s recent funding round raised $1

nature of Kalshi’s contracts, often likening

billion, reflecting a growing interest in

them to traditional sports betting.

prediction markets and their potential applications. The company reported record

Kalshi maintains that its products are

trading volumes, with November seeing a

distinct from gambling activities. The

trading volume of $4.54 billion, surpassing

company argues that its contracts are

the previous month’s figures.

designed to provide a platform for users to engage in predictive trading, which is

Kalshi’s closest competitor, Polymarket,

fundamentally different from placing bets

has also experienced significant growth,

on sports outcomes. This distinction is

reporting a trading volume of $3.76 bil-

crucial as it underpins Kalshi’s legal strat-

lion in November 2023. The competitive

egy in defending its operations against

landscape is heating up as both platforms

state-level challenges.

vie for market share in the burgeoning prediction market sector.

INFINITY GAMING

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Jonas Groes joins brother Ebbe as Co-CEO EveryMatrix

J

onas Groes, highly experienced technology, finance and policy leader has joined EveryMatrix as co-CEO alongside company CoFounder Ebbe Groes.

Long time advisor, Jonas joined his brother on January 1st to the lead the business as it continues to scale and provide advanced turnkey platform technology to an increasing number of the world’s biggest brands and lotteries.

The Infinity Gaming Magazine spoke to the two Co-CEOs as they plan ahead to achieve EveryMatrix’s 2030 ambitions.

INFINITY GAMING

Q: Great timing particularly with ICE 2026 upon us. What’s behind this move and why now?

Ebbe: Jonas’s arrival and the opening of the largest show in our industry happening simultaneously is a wonderful coincidence and ideal timing to have him here with me, meeting our tier-1 customers and prospects and more key people from the EveryMatrix team.

We have huge ambitions as a business, looking to become a top three global turnkey platform technology supplier by 2030, focusing on client centricity and product and service

excellence as well as becoming a ‘must speak to’ provider for any regulated tier-1 operator or WLA lottery worldwide.

We’re on the right track to achieve this having welcomed more tier-1 brands and lotteries in 2025 than any other year. When Jonas and I started talking we knew this was the right time to bring in his expertise, knowledge and experience to help me, the management team and all our global teams to achieve the goals we’ve set ourselves.

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Q: Ebbe you’ve been at the wheel for 18 years now, how will Jonas’s arrival help you get to your 2030 target?

Ebbe: As the Group continues to grow – we’ve tripled our headcount in the last five years – and as we work with more of the largest gaming brands and lotteries, I needed to find someone who knows what it takes to scale a business and reach the ambitious targets we have for the next five years.

Having Jonas next to me will mean I will have more time to work on

strategy and execute all the things we want to do to become a global top three tier-1 technology provider Q: Jonas, what made you decide to join EveryMatrix and what can you bring to the role?

Jonas: It’s exciting to be here as CoCEO of this great company. Working together is something we’ve always wanted to do, but we wanted to wait until the time was right. Across 18 years what Ebbe, Stian Hornsletten [Co-Founder] and the rest of the team have built is nothing short of phenomenal and I’ve seen close

hand just what it takes as an advisor.

I always say that the right mix and diversity of skills, approaches and experiences make up a great team and that’s what Ebbe and I have.

We work well together and our differences and combined strengths complement one another.

Q: Tell us more about your experiences within various sectors and how they can be applied to the iGaming industry?

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Jonas Groes joins brother Ebbe as Co-CEO EveryMatrix 27 Jonas: I have a strong background in technology, finance and policy leadership and project management including the last 10 years as Partner of EY’s Nordic Consulting practice consisting of more than 1,200 people leading high-level projects with a focus on strategy, innovation, digitalisation towards major Government and infrastructure clients.

I’ve worked across both the public and private sectors and have a good knowledge of the iGaming landscape. iGaming is such a dynamic space to operate in as we know, there is so much change across regulation, competition, technology, consumer behaviours and many more areas and this is why this excites me so much.

EveryMatrix has just seen its strongest year of tier-1 customer deals across multiple areas and, as we continue to scale and provide advanced turnkey platform technologies to an increasing number of the world’s biggest brands and lotteries, I will be there to ensure we support, grow, retain and service these customers in the best way possible, delivering product and service excellence that no one else can offer.

Q: What are the individual strengths you will both bring to this newly shared role?

Ebbe: Jonas and I may sometimes see things differently, or operate in a different way, we’re brothers after all, but we share a common goal and that is to get EveryMatrix to a position of global strength and value by 2030 by growing our tier-1 customers as a result of technology, product and service excellence.

I have always been, and still am, very entrepreneurial, always looking for new ways to do things better, and have been closer than anyone to this business for the last 18 years. I know precisely how everything works and

should work. But I have also been hands on and largely operational for almost two decades so, now I have Jonas by my side, he can share that responsibility and I can spend more time working on strategic planning to execute on our 2030 targets. I’m extraordinarily confident he will do it with flying colours.

that has huge potential to deliver on its ambitions and I’m very driven to helping it get there.

Meet the EveryMatrix experts at stand 2Q50 and find out why so many tier-1 operators and major lotteries are putting their technology trust in EveryMatrix. With EveryMatrix everything is possible!

Jonas: I have spent many years working on large projects across numerous areas of business, so I’m analytical, process-oriented and a big believer in getting the small details right to achieve the bigger picture.

I’m stepping into a great business

INFINITY GAMING

MAG A Z I N E

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GAMING NEWS

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Millionaire Gambler Loses Appeal Against Betfair

T

he Court of Appeal has ruled against a gambler who sought to recover nearly £1.5 million in losses from Betfair, owned

by Flutter Entertainment, following claims made by Lee Gibson, a property developer who argued that Betfair should have intervened in his gambling activities, which he described as problematic.

Lee Gibson’s gambling history spans a decade, from 2009 to 2019, during which he amassed substantial losses primarily through sports betting, particularly on football matches. His account was eventually suspended, prompting him to take legal action against Betfair in an attempt to reclaim a significant portion of his losses incurred in the six years leading up to his claim.

Gibson’s legal team contended that Betfair had a duty of care to identify and assist individuals exhibiting signs of problem gambling. They argued that the platform failed to take adequate measures to prevent him from incurring such extensive losses. The case was initially dismissed by a High Court judge, leading Gibson to appeal the decision.

In the original ruling, Judge Nigel Bird concluded that Gibson had consistently assured Betfair of his ability to fund his gambling activities. The judge noted that the information provided by Gibson did not indicate any financial distress or inability to continue gambling. Furthermore, he highlighted that Gibson had passed anti-money laundering checks without issue, undermining the argument that his losses should have raised red flags for Betfair.

Gibson’s appeal was heard by a panel of three judges in October, who reviewed the evidence and the legal arguments presented. The judges were tasked with determining whether there had been a breach of Betfair’s licensing conditions and whether the platform had any obligation to intervene in Gibson’s gambling activities.

The judges, including Chancellor of the High Court Sir Colin Birss, Lord Justice Popplewell, and Sir Julian Flaux, upheld the original ruling. They stated that Judge Bird had thoroughly considered the evidence and had not made any errors in principle. The judges concluded that there was no basis for the claim that Betfair should have known Gibson was a problem gambler.

INFINITY GAMING

GAMING NEWS

31

Entain’s CFO Rob Wood to Step Down

E

ntain have announced that after 13 years with the Group, Rob Wood is to step down as Group Chief Financial Officer (“CFO”) and Group Deputy CEO in 2026.

The Board is pleased to announce the appointment of Michael Snape, to succeed Rob as Group CFO and Executive Director of the Board with effect from 6 March 2026. Michael will join the Group as CFO Designate in February 2026.

Rob will step down as an Executive Director of the Board on 6 March 2026 and will remain with Entain until June 2026 to ensure an orderly transition of responsibilities.

Rob has made a significant contribution to Entain over his 13 year tenure and has been central to the Group’s growth and strategic transformation. He has been a valued member of the management team, and has played a key role in shaping our business into a globally scaled

operator with podium positions in attractive regulated markets. Rob leaves Entain well positioned to capitalise on its many opportunities ahead.

Michael brings over two decades of experience in senior finance and leadership roles, with a proven track record of delivering financial, commercial and operational excellence across large, international companies operating in complex industries. He joins from global logistics company International Distribution Services (IDS) where he is currently Group CFO and recently led its delisting and sale. Prior to IDS, Michael spent five years at Walgreens Boots Alliance as CFO of Boots, No7 Beauty & International. During his earlier career he worked for Tesco plc as International CFO, Waitrose; part of the John Lewis Partnership, and J Sainsburys plc.

Stella David, Group CEO of Entain, said: “On behalf of the Board and everyone at Entain, I would like to

express my sincere thanks to Rob for the tremendous contribution he has made to the Group. His expertise and dedication have helped us to successfully transform into the global business we are today. We wish him all the very best for the next chapter of his career.”

“I am delighted to be welcoming Michael to Entain. His seasoned leadership, financial and operational expertise, and international experience will be invaluable as we continue to execute our strategic priorities. I look forward to working closely with Michael to deliver Entain’s exciting potential in the years ahead.”

Michael Snape, incoming Group CFO said: “I am thrilled to be joining Entain at such an exciting time in its growth and transformation story. I look forward to working with Stella, the Board and the leadership team to deliver value for all Entain’s stakeholders.”

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GAMING NEWS

Turkish Players & Former President Detained In Prison

T

urkish authorities have taken major action against a network allegedly involved in insider betting. Prosecutors ordered the detention of 46 individuals, including players, club presidents, commentators, and referees. Among those arrested are notable players such as Metehan Baltaci from Galatasaray and Mert Hakan Yandas from Fenerbahce, alongside former Adana Demirspor president Murat Sancak.

The investigation has revealed a troubling pattern of behaviour among officials within Turkey’s professional leagues. Last month, the Turkish Football Federation (TFF) suspended 149 referees and assistants after uncovering evidence of betting on matches.

This initial probe has since expanded, leading to the arrest of eight addi-

tional individuals, including a chairman of a top-tier club.

The ramifications of this scandal extend beyond individual players and officials. The TFF has imposed bans on 1,024 players across all leagues, highlighting the extensive nature of the investigation. The federation’s actions underscore a commitment to restoring integrity within Turkish football.

As the investigation continues, the legal proceedings against those detained are set to unfold. A trial date has yet to be established, leaving many in the football community anxious about the potential outcomes.

The legal implications for those involved could be severe, with the possibility of lengthy prison sentences for those found guilty of corruption and

match-fixing.

The Turkish judiciary will play a crucial role in determining the fate of the accused. The court’s decisions will not only impact the individuals involved but also set a precedent for how similar cases are handled in the future. The integrity of the judicial process will be under scrutiny as the public demands accountability and transparency.

As Turkish football grapples with the fallout from this scandal, the future of the sport hangs in the balance.

Restoring public trust will require significant reforms and a commitment to transparency from both the TFF and individual clubs.

INFINITY GAMING

GAMING NEWS

New Jersey Bets on Itself Following NY Casino Licenses

N

ewYork’s decision to issue new casino licenses has sparked a wave of excitement and speculation. The state aims to enhance its economic landscape by attracting tourists and generating substantial tax revenue.

The introduction of new casinos is expected to create thousands of jobs and stimulate local economies.

However, this move also poses a challenge to neighbouring states, particularly New Jersey, which has long been a leader in the gaming sector.

In response to New York’s expansion, New Jersey is doubling down on its gaming offerings. The state has a long history of casino gaming, primarily centred in Atlantic City, which has been a significant contributor to its economy. New Jersey’s gaming industry has faced challenges in recent years, including competition from neighbouring states, however, the state is now poised to leverage its existing infrastructure and reputation to attract both local and out-of-state visitors.

To compete effectively, New Jersey is focusing on enhancing the overall gaming experience. This includes investing in modernising existing casinos, improving customer service, and diversifying entertainment options.

New Jersey’s casinos are ramping up their marketing efforts to highlight their unique offerings. Promotions, loyalty programs, and partnerships with local businesses are being utilised to create a compelling narrative around the state’s gaming scene. By emphasising the distinct advantages of gaming in New Jersey, such as proximity to major metropolitan areas and a diverse range of entertainment options, the state hopes to draw visitors away from New York’s new establishments.

The New Jersey Division of Gaming Enforcement is actively working to ensure that the state’s regulatory framework remains conducive to growth. By streamlining licensing processes and fostering innovation,

New Jersey is working to position itself as a forward-thinking leader in the gaming industry.

The gaming industry is a significant driver of employment in New Jersey.

By enhancing its offerings and attracting more visitors, the state can create thousands of jobs across various sectors, including hospitality, entertainment, and retail.

New Jersey’s gaming industry is intrinsically linked to its tourism sector. By promoting its casinos as part of a broader tourism strategy, the state can attract visitors not only for gaming but also for its beaches, cultural attractions, and dining experiences.

While New Jersey is taking proactive steps, it must remain vigilant against competition from neighbouring states. As New York expands its gaming options, states like Pennsylvania and Connecticut are also enhancing their offerings. New Jersey must continuously innovate to stay ahead in this competitive landscape.

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The Clash Over South Africa’s Gambling Bill The conflict between provincial and national interests has intensified as the Bill slowly progresses through the legislative process. Provincial authorities argue that the proposed changes encroach upon their competencies, leading to a potential loss of revenue and increased operational costs. The WCGRB has raised alarms about the creation of a national inspectorate with expanded powers, viewing it as an infringement on provincial authority.

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he ongoing debate surrounding South Africa’s gambling regulation has reached a crucial juncture, with the National Gambling Amendment Bill at the centre of a complex web of intergovernmental disputes. Initially introduced in 2018, this legislation aims to modernise the gambling framework in the country. However, it has encountered significant procedural delays and resistance from provincial authorities, raising concerns about the implications for provincial autonomy, revenue generation, and the social ramifications of an expanding gambling sector.

The National Gambling Amendment Bill has had a troubled journey since its inception. After being introduced in 2018, it has lapsed twice, and its current iteration faces renewed opposition from provincial governments.

These authorities argue that the proposed legislation undermines their constitutional powers, creates unnecessary bureaucratic overlap, and threatens essential revenue streams that are vital for local economies.

At the heart of the Bill is the introduction of a National Central Elec-

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tronic Monitoring System (NCEMS), which aims to oversee all forms of gambling across the nation. This system is intended to enhance regulatory oversight and ensure compliance with gambling laws. However, provincial authorities, such as the Western Cape Gambling and Racing Board (WCGRB), have expressed strong objections, claiming that the NCEMS would infringe upon their licensing authority and impose additional costs on the industry.

The implications of the gambling industry extend beyond regulatory frameworks; they touch on pressing social issues, particularly gambling addiction. Reports indicate that South Africans wager over R1 trillion annually, with a staggering R700 billion attributed to sports betting alone.

This trend is particularly concerning among low-income households, where gambling losses exacerbate existing financial difficulties. According to financial experts, a significant percentage of gamblers resort to betting as a means to pay off debts or cover essential expenses, highlighting the urgent need for responsible gambling measures.

One of the critical aspects of the legislative process is public participation.

While the mediation stage of the Bill did not require public consultation, provinces have the option to engage their constituents. Legal advisors have warned that significant amendments to the Bill may necessitate renewed public participation, particularly given the potential impact on provincial governance structures.

Amidst the procedural confusion, committee members have expressed frustration over the lack of clear deadlines from the National Council of Provinces (NCOP). The unresolved conflicts regarding duplication of authority and revenue-sharing have led to a deferral of decisions, with the committee seeking clarity on timelines and considering the initiation of a public participation process.

Proponents of the gambling industry argue that it contributes significantly to the economy, generating revenue and creating jobs. However, the social costs associated with gambling addiction cannot be overlooked. Studies have shown that individuals with gambling problems are at a higher risk of mental health issues, including depression and suicidal tendencies.

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Cutting Through the Noise to Drive iGaming Brand Success

By Craig Wolstencroft - MMC

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he global iGaming market has never been more crowded or competitive. New operators and suppliers enter on a weekly basis, regulations shift between markets, technologies develop at speed, and player expectations continue to rise.

In such a dynamic environment, having a strong product is no longer enough. Visibility, credibility, and a coherent brand identity are what separate the companies that lead from those that struggle to secure attention. The brands that excel are those that understand how communication, trust, and strategic storytelling shape long term success.

Specialist agencies that focus on the sector, including MMC, have observed that iGaming brands now operate within a communication landscape

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that is more complex than ever. Their work across operators, suppliers, affiliates, and emerging technology companies reflects a broader industry truth. Effective marketing requires more than traditional PR or digital campaigns. It demands a combination of strategic positioning, multi market storytelling, community engagement, regulatory awareness, digital fluency, and a long term view of brand building that can withstand an industry defined by rapid change.

The Unique Marketing Challenges of iGaming Marketing within iGaming remains uniquely challenging due to the density of competition and the similarity of core offerings. Many companies provide comparable platforms, features, games, and mechanics. Stand-

ing out is no longer a matter of being louder than competitors. It relies on establishing authenticity, consistency, and trust, which are difficult to build but easy to lose.

The regulatory environment creates an additional layer of complexity.

What is permitted in one territory may be completely restricted in another. Marketing teams must create campaigns that are imaginative yet compliant, while navigating frequent legislative updates and shifting market conditions. This requires close attention to detail alongside the ability to craft engaging stories that remain within strict rules.

Player expectations continue to evolve at pace. Modern players expect seamless digital experiences,

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personalised interactions, and communication that feels more like a conversation than a sales pitch.

They engage with brands on social platforms, streaming channels, forums, communities, and content led environments. They look for connection, recognition, and a sense of alignment with the brands they choose to spend time and money with. Traditional adverts rarely achieve this alone. Reputation plays a major role. A single misjudged message, poorly handled incident, or negative news story can have long lasting implications for player trust and stakeholder confidence.

Strategic communication becomes core to both growth and protection.

How Industry Strategies Are Adapting Teams with extensive experience inside the sector often comment on the importance of understanding the interconnected ecosystem that underpins iGaming. Operators rely on suppliers. Suppliers rely on operators. Affiliates drive traffic.

Regulators shape approaches.

Media influence perception. Every relationship contributes to how a brand is viewed and how it performs.

Approaches to marketing, therefore, work best when built on an understanding of these connections.

One of the clearest trends is the renewed focus on brand strategy.

Many companies invest heavily in product development yet overlook the foundational elements of brand identity. Defining purpose, clarifying positioning, sharpening tone of voice, and establishing a clear set of values can transform the way a company communicates and is perceived. When these principles are aligned, all activity becomes more coherent, from visual identity and

Craig Wolstencroft digital presence to content and PR engagement.

PR itself continues to be a powerful driver of credibility. Rather than relying on sporadic press releases, companies are increasingly adopting a continuous approach to media engagement. Thought leadership, expert commentary, interviews, founder insights, and proactive engagement with journalists help to build a voice that carries authority. This creates opportunities for influence and strengthens relationships across the industry.

A brand that communicates consistently builds trust not only with players but with partners, regulators, investors, and potential hires.

Digital marketing has also expanded in sophistication. Multi market

communication is essential, as audiences in different regions engage with content differently.

Local regulations, cultural nuances, and player expectations all influence how messaging should be crafted and delivered. Content creation, community management, platform specific strategies, and visual storytelling provide ways to connect with audiences in more meaningful and locally relevant ways. Consistency remains vital across all regions, ensuring that no matter where players encounter the brand, they recognise its identity and values.

Collaborating for Better Outcomes Many organisations now place greater importance on collaboration between internal teams and external specialists. Agencies that

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41 Data driven decision making has become essential. Effective marketing requires analysis of player behaviour, engagement metrics, and market performance. Insights provide direction, helping brands to refine strategies, test ideas, and improve return on investment.

work deeply within the sector, such as MMC, frequently integrate themselves with internal marketing,

The first is that clarity outperforms volume. Many companies try to compete by producing more

product, and leadership teams to create a shared understanding and unified direction. This model increases speed of execution, improves message alignment, and reduces fragmentation across departments. When communication strategies are developed in partnership rather than in isolation, they tend to be more strategic and more effective.

content, more campaigns, or more announcements. The brands that succeed are those that communicate with precision. When a company knows who it is, what it stands for, and who it is speaking to, its messaging becomes sharper and more memorable.

This collaborative approach also helps teams remain agile. The ability to adapt to regulatory changes, respond to media developments, and shift focus according to market conditions is essential in iGaming.

Close coordination between internal stakeholders and external partners ensures that decisions are made quickly and that messaging stays accurate and aligned with long term goals.

Key Lessons for iGaming Brands Years of industry evolution have produced several clear lessons for brands looking to build long term success.

The second lesson is that PR is primarily about trust. Visibility alone does not guarantee positive perception. The iGaming industry is heavily scrutinised by players, regulators, partners, and the media.

A strong, consistent public presence signals professionalism, stability, and forward thinking, all of which influence the way a brand is viewed.

Another important factor is audience understanding. Communication must be shaped according to regional preferences, cultural norms, regulatory limitations, and player motivation. What works in one country may be ineffective or inappropriate in another. Tailored messaging grounded in insight ensures that content connects and resonates.

Community engagement and reputation management also play a major role in long term success.

Loyalty is built through meaningful interaction rather than short term promotions. Brands that invest in community building and proactively manage their reputation are better positioned to navigate challenges when they arise.

The Future of iGaming Marketing The growth and evolution of the iGaming sector shows that marketing and PR are now central pillars of long term business success.

Storytelling, brand identity, strategic communication, and community engagement all contribute to differentiation in an increasingly noisy market. Companies that invest in these areas place themselves in a stronger position to lead.

Industry specialists, including MMC, continue to contribute to this shift by helping brands find clarity, develop stronger narratives, and communicate with purpose. As competition intensifies and player expectations grow, the brands that thrive will be those that build trust, express authenticity, and communicate with consistency. In a landscape where attention is scarce and innovation is constant, the companies that succeed will be those that stand out for the right reasons and build reputations that last.

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New Zealand Government to Impose 4% GGR

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he New Zealand government has committed to ensuring that the introduction of legal online gambling does not detract from the financial support currently provided to community groups through land-based gambling revenues. The decision to implement a 4% GGR community funding requirement is a response to concerns that online gambling could siphon players away from traditional venues, such as pubs and clubs, which rely on gaming machines for revenue.

According to government estimates, the new funding model could generate between NZD 10 million and NZD 20 million in community returns within the first year of operation, starting from January 1, 2027. This projection is contingent on the overall GGR generated by the licensed online casino market, which is expected to grow as more operators enter the space.

The funds collected through this community funding requirement will be allocated to various local initiatives, including sports clubs, community groups, and grassroots activities.

This financial support is crucial for sustaining programs that benefit the community, such as assisting athletes in the Special Olympics to participate in national competitions.

The introduction of the Online Casino Gambling Bill has been a focal point of discussion within the New Zealand Parliament. Initially, the government aimed for a launch date in July 2026; however, recent developments suggest that this timeline may be pushed back. The community funding requirement is set to take effect from January 2027, indicating that the launch of legal online gambling could be delayed by several months.

The bill has undergone extensive public consultation, receiving over 5,000 submissions from individuals and organisations. A significant portion of these submissions—nearly 4,000—expressed concerns regarding the potential impact of online gambling on community returns.

Minister of Internal Affairs, Brooke van Velden, has publicly acknowledged the importance of community returns

in her statements regarding the bill.

She emphasised that the government is committed to ensuring that online gambling contributes positively to local communities, addressing fears that increased online gambling could lead to reduced funding for community initiatives.

Should the Online Casino Gambling Bill pass, it is anticipated that up to 15 operators will be granted licenses to operate within the regulated iGaming market. Each operator will be required to adhere to strict regulations, including the payment of a goods and services tax, an offshore gambling duty of 12%, and a mandatory levy of 1.24% of profits to fund services aimed at addressing gambling harm.

The bill will also impose restrictions on advertising practices for licensed operators. For instance, advertising directed at minors will be prohibited, and operators will be required to implement robust age verification measures to prevent underage gambling.

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Air Dice: Innovation, Identity, and the Next Chapter of Global Growth

By Erkki Nikunen Partner and Chief Business Development Officer of Air Dice

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n the crowded and fiercely competitive world of iGaming content, few companies have managed to maintain such a clear creative identity as Air Dice. Originally celebrated for its inventive dice-based games, the Helsinki-born studio has evolved into a multi-studio force that blends traditional casino entertainment with modern mechanics, rich storytelling, and a strong sense of visual identity. Now, with a growing international presence and a string of new releases, Air Dice is preparing for its next chapter — a period of significant expansion into Latin America, Asia, and Africa in 2026.

Air Dice’s trajectory over the past few years reflects a company that understands both art and analytics. Its games are defined by unique design choices, colourful animations, and a distinctive touch of playfulness, but underneath the surface lies a focus on precision — in math models, player retention, and volatility balancing. This dual focus has become one of Air Dice’s trademarks: combining style with substance, and storytelling with strategy.

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“We’ve always seen ourselves as more than just a slot provider,” said Erkki Nikunen, Partner and Chief Business Development Officer of Air Dice. “Our mission is to create entertainment that players remember — games that surprise and engage without losing the essence of casino fun.”

While Air Dice built its early reputation on unique dice games that delivered alternative gaming experiences, the company’s portfolio now spans a much broader range of genres. Its library includes modern video slots, adventurethemed titles, and hybrid games that

blend slot mechanics with elements of skill or choice. This creative direction has helped Air Dice appeal to a wider range of players and operators alike.

Recent titles like Piggy Shifter and Honey Bass highlight this evolution.

Both games feature high-quality graphics, energetic pacing, and bonus mechanics that add unpredictability to each spin. Honey Bass stands out for its combination of bonus triggers and interactive features that keep players engaged beyond traditional reel spins.

Meanwhile, Piggy Shifter introduces a dynamic reel system that shifts

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The company’s hybrid releases also demonstrate how Air Dice continues to blur the line between luck and strategy. Some of these games, like Alchemy Archive allow players to influence volatility or unlock stages within the game, adding a sense of agency that’s often missing from traditional slot experiences. It’s this kind of innovation — small, playerdriven moments of choice — that the studio believes will define the next wave of iGaming entertainment.

Behind Air Dice’s steady stream of releases is a multi-studio development model designed to encourage creative freedom. Each of the group’s internal studios brings its own artistic direction and mathematical philosophy, contributing to a diverse and flexible pipeline. This structure allows Air Dice to experiment across genres while still maintaining consistent technical quality and brand cohesion.

Some teams focus on bold, arcadestyle titles, while others lean into more atmospheric and story-driven experiences. This diversity is key to the company’s global ambitions. It ensures that Air Dice can adapt its games to suit different markets, from Latin America’s love of high-energy slot formats to Asia’s preference for visually rich, thematic content.

Strategic partnerships have become the backbone of Air Dice’s growth.

Integrations with leading aggregator platforms — have expanded the company’s footprint across regulated markets, allowing operators worldwide to offer Air Dice titles quickly and efficiently.

“Distribution is vital to our business model,” Erkki Nikunen continued “Working with aggregator networks gives us access to a global operator base and the flexibility to scale fast in new jurisdictions.”

compliance, which is essential as Air Dice targets emerging regions.

Aggregator integrations help bypass some of the heavy integration processes typically required for new markets, providing a faster route to players. This will be particularly valuable as the company deepens its focus on Latin America, Asia, and Africa in 2026 — regions where rapid growth is paired with complex regulatory frameworks.

Alongside its digital expansion, Air Dice has been building its presence on the ground. The company has become a regular name at major industry events, including ICE, SBC Summit, SiGMA and G2E, using these stages to debut new content and forge partnerships. These events have become critical platforms for the company’s regional engagement, helping it build brand visibility and connect with local operators.

These partnerships also simplify

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Air Dice is also looking to expand its resources by new hires in LatAm, Africa and Asia to secure customer service, relationship management and regional complianceAs Air Dice looks to 2026, its international expansion is guided by a simple philosophy: combine global quality with local relevance. The studio is developing content that resonates culturally and aesthetically with regional audiences. This means adapting artwork, soundscapes, and even bonus mechanics to reflect regional trends — from Latin America’s vibrant energy to Asia’s intricate storytelling traditions and Africa’s fast-rising mobile-first gaming culture.

Localization goes beyond visuals., currency options, and language support to improve accessibility and player experience in each new market. The company understands

that growth isn’t just about presence; it’s about participation.

Even as the company expands, Air Dice remains true to its creative DNA. The development teams continue to explore new technologies and gameplay concepts that could redefine engagement in the slot sector. Features like interactive volatility control, modular bonuses, and dynamic RTP options are becoming part of the studio’s signature toolkit.

That focus on experimentation keeps Air Dice agile in a market where attention spans are short and competition is intense. “Every game is a chance to surprise,” Mr. Nikunen added. “Players today want more than just a spin — they want a moment. Our job is to create those moments.”

positioned at a pivotal point in its growth story. It has evolved from a respected niche studio into a confident global challenger with a diverse product portfolio and a growing infrastructure to support international expansion. The company’s focus on originality, its willingness to experiment, and its growing network of global partners all point to an exciting year ahead.

As Air Dice aims to maintain its creative momentum while tailoring content to regional markets, its next phase could see it emerge as one of the most distinctive and fast-growing iGaming providers on the global stage. The company’s ambition is clear: to blend imagination and precision in a way that keeps players — wherever they are in the world — coming back for more.

As 2026 approaches, Air Dice is

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Sports Prediction Markets Illegal In Louisiana

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he Louisiana Gaming Control Board (LGCB) has issued an advisory regarding sports prediction markets, asserting that such platforms fall under the category of illegal sports betting according to state law.

Prediction markets are platforms where individuals can place bets on the outcomes of future events, including sports matches. These markets operate on the premise that collective knowledge can be harnessed to forecast outcomes more accurately than traditional betting methods. However, the legal status of these markets varies significantly from state to state.

In recent years, platforms like Kalshi and Polymarket have emerged, allowing users to trade on event outcomes.

These platforms have attracted considerable attention and investment, with Kalshi recently announcing a funding round that valued the company at $11 billion. However, as these markets expand, they face increasing scrutiny from state regulators.

The legal framework surrounding prediction markets is complex. While some argue that these markets should be treated as commodities under federal law, others contend that they constitute gambling, which is heavily regulated at the state level.

This has led to a patchwork of regulations across the country, with some states embracing prediction markets while others categorically reject them.

The LGCB’s recent advisory explicitly states that any contracts related to sporting events are classified as sports wagering under Louisiana law. This declaration has significant implications for operators looking to enter the prediction market space in

the state. **Definition of Sports Wagering: The LGCB defines sports event contracts as illegal unless conducted by a licensed operator. This means that any entity facilitating or offering these contracts without proper licensing could face legal repercussions. **Impact on Operators: The advisory warns that involvement in prediction markets could jeopardise an operator’s suitability for licensure in Louisiana. This creates a chilling effect on potential entrants to the market, as the risks associated with non-compliance could outweigh the potential rewards. **Comparison to Other States: Louisiana’s stance aligns with a growing number of states that are tightening regulations around prediction markets. States like Maryland, New

Jersey, and Connecticut have also issued warnings or taken legal action against operators in this space.

Operators like Kalshi argue that their products are regulated by the Commodity Futures Trading Commission (CFTC), which oversees commodities trading. However, the LGCB’s advisory challenges this notion, asserting that the Commodities Exchange Act does not apply to activities deemed illegal under state law.

The advisory comes at a time when multiple lawsuits are pending against prediction market operators. Kalshi, in particular, is embroiled in legal disputes with various state regulators, which could set important precedents for the industry. The outcome of these cases may determine the future of prediction markets in Louisiana and beyond.

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Georgia Has Mobile Sports Betting On Its Mind tery, including proposals for tax rates and licensing limits. His departure leaves a gap in leadership that may hinder progress on these initiatives.

Opposition to mobile sports betting remains strong, particularly from religious and anti-gambling organisations. These groups argue that expanding gambling could have negative social implications.

Georgia’s exploration of mobile sports betting is part of a larger conversation about gaming reforms in the state.

While previous legislative efforts have focused primarily on sports betting, there is growing interest in broader gaming reforms that could include casino gambling and other forms of wagering.

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he Senate Study Committee on Making Georgia the No. 1 State for Tourism has included a proposal to legalise mobile sports betting in its final report. This recommendation, which was added just before publication, highlights the growing interest among lawmakers in utilising sports betting as a tool to boost tourism revenue.

Proponents argue that legalising mobile sports betting could generate substantial revenue for the state. By tapping into the lucrative sports betting market, Georgia could potentially fund tourism initiatives and attract major events. The committee’s leaders have framed this suggestion as part of a broader strategy to guide future legislative discussions rather than a definitive policy commitment.

Georgia’s approach mirrors strategies employed by neighbouring states

like North Carolina, which allocates a portion of its sports betting revenue to attract significant events. This model has been a point of contention among stakeholders in Georgia, who believe that a similar approach could enhance the state’s appeal as a tourist destination.

Despite the optimism surrounding mobile sports betting, the legislative landscape remains complex. Ongoing debates among lawmakers reflect differing opinions on how to structure the legalisation of sports betting and its potential impact on the state’s economy.

The recent resignation of Rep. Marcus Wiedower, a prominent advocate for sports betting legislation, has added uncertainty to the legislative process.

Wiedower had introduced measures aimed at legalising online betting under the oversight of the Georgia Lot-

Under current state law, gambling is prohibited unless voters amend the constitution or lawmakers revise the structure of lottery-managed gaming. This legal framework presents a significant hurdle for proponents of mobile sports betting.

Missouri’s recent experience with sports betting offers valuable insights for Georgia policymakers. Following the legalisation of sports betting in Missouri, analysts observed a significant increase in active sportsbook accounts, indicating a strong demand for local betting options.

Tourism is an important component of Georgia’s economy, with over 174 million visitors generating an estimated $45.2 billion in spending last year. The potential for mobile sports betting to contribute to this economic landscape is significant, as it could attract a new demographic of visitors interested in sports and gaming.

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WHY THE IGAMING INDUSTRY’S NEXT BIG PLAY ISN’T JUST AI

BY NILESH MISTRY, COO AND CO-FOUNDER, BETTOR FASTER

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n arms race is underway in the iGaming industry. It’s not about odds, platforms, or even game mechanics, but about the sheer speed and scale of content. Operators and super-affiliates are locked in a relentless battle for organic traffic, struggling to produce timely, relevant, and localised content at a pace that can capture player intent.

The traditional content model – a large, expensive team of writers, SEO specialists, and translators is breaking under the strain. It’s slow, costly, unscalable and increasingly at risk from the disruption of age old acquisition models.

The industry’s Cost Per Acquisition (CPA) remains stubbornly high, driven by a reliance on paid channels. The consensus is that the only way to sustainably cut this CPA is to win the war for organic search. But how can a brand possibly create thousands of unique, multilingual content pieces to cover every match, every market, and every breaking news story in real-time?

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The answer is not simply “using AI.” The answer is to build an AI workforce. Bettor Faster is at the beginning of a paradigm change from generative AI – a tool that needs a human operator to agentic AI, where a suite of autonomous agents functions as a full-stack, 24/7, multilingual content team.

To see this in action, we can look to the adjacent, and equally competitive, fintech sector. A global fintech company, “Nemo.Money,” faced an ambitious goal: cut the CPA for firsttime deposits by 50%. Their existing content model was a significant barrier, too slow and resource-intensive to capture high-intent organic traffic on a global scale. The challenge was to build a new system that could consistently attract and convert customers far more efficiently than paid channels.

The solution was to design and build a sophisticated, end-to-end Agentic AI Content Engine. This wasn’t a single tool, but a team of specialised

AI agents built to automate the entire content pipeline. The impact was transformative. The primary business goal was not just met but exceeded, with the target CPA cut by 56.46%.

This was achieved by delivering the output of an estimated £487k annual content team for a mere operational cost of under £3k. The engine established the brand as a global authority, producing over 7,000 unique, multilingual trans-created content pieces, which in turn led to a 62.65% week-on-week increase in organic search impressions. The engagement was equally significant; a single automated LinkedIn post, for example, reached over 27,000 members, with 31% of that audience at a senior level.

This level of performance was possible because each AI agent had a specific, automated role, mimicking a human content team. The workflow was built as a sequential, autonomous pipeline:

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* The News Agent: Scans and analyses breaking corporate news 24/7. * The Investor Agent: When a significant event occurs, this agent generates an “investment theme” and selects relevant stocks. * The MCP (Model Context Protocol) Agent: Interfaces with the company’s backend through a proprietary server to access real-time, accurate data used to design and build high-performance, conversion-driven SEO pages. * The Copy Agent: Writes long-form opinion pieces and modular social media posts around the theme, all of which consistently pass AI-detection tests. * The Transcreation Agent: Transcreates (not just translates) the content for French, Spanish, Portuguese, and Hindi markets, adapting tone and

cultural nuance. * The Distribution Agent: Automatically publishes the complete, approved content package to all relevant channels.

The entire system is managed through an AI-enhanced CMS, giving the human team full oversight to review, edit, or regenerate any content with a single click.

The parallels for the iGaming and Sports Betting industry are immediate and profound. Both sectors are data-driven, time-sensitive, and operate in a global, multilingual environment. The “investment theme” from the case study is directly comparative to a “betting angle” for a major football match.

Imagine applying this agentic model to a Tier 1 operator or super-affiliate.

Weeks or days before a match, a Landing Page Agent and SEO Agent collaborate to design themed promotional modules, analyse long-tail search queries, and automatically generate a host of unique, data-rich landing pages for every conceivable market. When a star player is injured, the system would instantly react, with a Copy Agent writing a breaking news analysis while the SEO Agent updates all relevant articles. During the match itself, an agent monitoring a live data feed generates in-play content for social media the moment a player shows form. This model also solves the localisation challenge at a deeper level. A Localisation Agent doesn’t just translate “Free Bet”; it understands the compliance and cultural nuances, using “Bonus Bet” in Australia and “Apuesta Gratis” in Spain, ensuring all content adheres to specific regulatory guidelines.

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[Image description: End-to-end Agentic AI Content Engine where specialised AI agents automate the entire content pipeline]

collaboration with Tier 1 operators and super-affiliates, and a new strategic frontier is clearly emerging.

The conversation has rapidly evolved past using AI for simple chatbots or content generation. Many of these leaders are already successfully using AI to drive incremental efficiencies.

The key challenge they now face is how to connect these disparate AI tools and isolated successes into a single, cohesive, and autonomous system. They are looking to make the leap from automating tasks to automating entire business functions.

Our work is focused on helping them architect this strategic shift, building the genuine, defensible moats that will define the next generation of market leaders.

For operators, the strategic advantage is twofold. The first is the obvious cost-saving of automating 90% of the content workflow. The second, and perhaps more powerful, is achieving personalisation at scale. An AI agent

can manage a casino lobby, tailoring the games and promotions displayed to every single user segment 24/7, a task impossible for a human team. For super-affiliates, whose entire business model rests on creating authoritative content faster than their competitors, the value is even more direct. An agentic system allows a small team to operate with the power of a 50-person content department, dominating long-tail keywords and reacting to news in minutes, not days, allowing them to build a global SEO footprint without a global payroll.

The future of digital media, whether in finance or iGaming, belongs to those who can masterfully combine human creativity with the speed and scale of intelligent automation. This is not about replacing human teams but amplifying them. Human strategists will set the “why,” and the AI workforce will execute the “what” and “how” at a velocity we’ve never seen before.

The technology showcased in the fintech world is not a distant-future concept; it is being deployed in iGaming today. The question for industry leaders is no longer if this shift will happen, but who will be the first to build their £3k, 24/7, global content engine and leave their competitors behind.

Who is Bettor Faster Bettor Faster is a digital product development partner with a specialist focus on the iGaming, Sports Media, and Fintech sectors. Bettor Faster architects sophisticated Agentic AI systems and intuitive, robust digital products that engage users and drive commercial results. Their unique fusion of creative product design and advanced AI engineering allows them to build genuinely transformative technology for their partners.

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Unibet Owner Hit With €4 million Fine

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he Netherlands Gambling Authority (KSA) has imposed a record fine of €4 million on Unibet for their failure to comply with their duty of care to gamblers.

In July 2022, the KSA began an investigation into Unibet, operated by Optdeck Service Limited, a Malta-based company. The regulator’s scrutiny was prompted by alarming reports of excessive gambling behaviour among certain users of the platform. The investigation focused on ten specific gamblers who exhibited clear signs of addiction, including significant financial losses and prolonged gaming sessions.

The KSA’s findings revealed several shortcomings in Unibet’s approach to player protection: * Inadequate Monitoring: The automated and manual reviews of player behaviour were often insufficient.

Many users who triggered intervention alerts were allowed to continue gambling despite their escalating losses. * Delayed Interventions: In instances where Unibet did intervene, the actions taken were often delayed by weeks, failing to address the immediate risks posed to vulnerable players. * Superficial Engagement: When interventions occurred, they frequently consisted of minimal engagement, such as closed questions about the player’s enjoyment of the game, rather than a thorough assessment of their gambling habits.

The KSA emphasised that gambling operators have a duty of care to their players. This responsibility extends beyond merely offering games; it encompasses ensuring that players are not harmed by their gambling activities. The KSA’s chair, Michel Groothuizen, stated, “When there are signs of

excessive gambling behaviour and someone wagers a large amount of money in a short period of time, a provider must promptly investigate the source of the money.”

In response to the KSA’s findings, Optdeck Service Limited argued that it had the discretion to determine its addiction prevention protocols. The company maintained that it focused on the player’s personal responsibility and claimed that the investigation covered a period shortly after the licensing of its operations in the Netherlands.

While the KSA acknowledged that Unibet had implemented some measures to improve its practices following the investigation, these changes were deemed insufficient to negate the violations that had occurred.

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UAE Approves Its First Ever Sports Betting License

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he United Arab Emirates (UAE) has has approved the first ever online gaming and sports betting licensed platform, Play971. This marks a major shift in a country that has historically maintained stringent anti-gambling laws, deeply rooted in cultural and religious values. The launch of Play971 is regulated by the General Commercial Gaming Regulatory Authority (GCGRA), the federal entity tasked with overseeing all commercial gaming activities within the UAE. The introduction of Play971 is not merely the launch of a new website; it represents an important moment in the UAE’s approach to online gaming. This platform provides a regulated environment for realmoney gaming and sports betting, which was previously non-existent under UAE law. Play971 says it will offer a diverse array of casino-style games and sports betting options.

Under the oversight of the GCGRA, both players and operators are required to adhere to strict responsi-

ble gaming standards. This includes robust identity verification systems to ensure that only eligible participants within the UAE can access the services. Currently, the platform is available in select emirates, including Abu Dhabi and Ras Al Khaimah, with plans for broader accessibility anticipated by early 2026 as the regulatory framework continues to evolve.

The initial rollout of Play971 serves as a test case for future operators in the region. Regulators are actively refining licensing categories, supplier approvals, and compliance regulations to ensure that the market expands in a safe and transparent manner.

The UAE’s transition towards regulated online gaming builds upon several earlier initiatives. In 2024, the first official lottery licence was granted to The Game LLC, which initiated regulated draw operations featuring substantial prizes. This progression illustrates the UAE’s

commitment to developing a structured gaming environment.

According to the GCGRA, internet gaming encompasses a variety of activities conducted online, utilising computers, mobile devices, or other digital platforms. This includes games of chance, skill-based games, eSports, fantasy games, and sports betting. The GCGRA has clarified that sports wagering specifically involves betting on the outcomes of sporting events or the performance of athletes and teams, with legal wagers permitted only through licensed operators.

At its inception, Play971 is primarily accessible through its official website, rather than through public app stores. Users can register and engage with the platform directly online, following the necessary identity verification and eligibility checks mandated by the UAE’s gaming regulator.

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Finland Votes Down Changes to Online Gambling Bill

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inalnd’s parliament has voted against a series of proposed amendments to its online gambling bill, as the bill now advances with only minor adjustments. The outcome of the vote has implications for the future of the online gambling landscape in Finland, particularly as the nation prepares for a more expansive legal framework in the coming years.

The online gambling bill which is currently under consideration aims to modernise Finland’s gambling regulations, which have remained largely unchanged for years. The legislation is designed to create a more competitive environment for online gambling operators while ensuring consumer protection and responsible gambling practices.

Key Features of the Bill: ** Licensing Framework: The bill proposes a multi-licensing system

for online gambling operators, allowing multiple entities to offer services legally within Finland. ** Consumer Protection: Enhanced measures for consumer protection are included, focusing on responsible gambling and safeguarding vulnerable populations. ** Taxation: The legislation outlines a taxation framework for online gambling operators, which is expected to contribute significantly to state revenues.

In the lead-up to the vote, opposition parties presented several amendments aimed at strengthening consumer protections and addressing concerns related to gambling addiction. However, these proposals were overwhelmingly rejected by parliament, with a vote tally of 153 against and only 21 in favour.

Proposed Amendments: ** Raising the Minimum Gambling Age: A suggestion to increase the minimum gambling age from 18 to 20 years was put forward, aiming to protect younger individuals from potential gambling-related harms. ** Two-Factor Authentication: The opposition called for mandatory two-factor authentication for all logins on licensed gambling websites, enhancing security for users. ** Loss Limits and Deposit Controls: Proposals included implementing centralised loss limits and deposit controls across all operators to promote responsible gambling. ** Ban on Gambling Bonuses: A complete ban on gambling bonuses was suggested to prevent incentivising excessive gambling behaviour.

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Matchbook’s Launch of Prediction Markets in the UK

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atchbook, the sports betting exchange, is set to unveil a prediction market platform in the United Kingdom this January. The launch is not merely a new venture; it serves as a crucial “road test” for the company’s technology, paving the way for a future expansion into the United States. Interim CEO Ronan McDonagh shared insights about this strategic move in a recent interview with Bloomberg.

Prediction markets are platforms where individuals can buy and sell contracts based on the outcomes of future events. Unlike traditional betting, which often relies on fixed odds, prediction markets operate on a model that reflects the collective wisdom of participants.

Matchbook’s new platform will operate under its existing UK Gambling Commission exchange licence, initially focusing on sports. The platform will feature a white-label version for easyBet, a brand associated

with Stelios Haji-Ioannou’s business group. McDonagh emphasised that while the platform is not entirely new, it is designed to be more userfriendly, aiming to attract a broader audience. The contracts will display probabilities as percentage-based Yes/No options, a departure from the fractional odds commonly used in the UK. Matchbook is not just looking to establish itself in the UK; it has its sights set on the U.S. market as well.

The company anticipates securing regulatory approval in the U.S. as early as March. This ambitious plan follows the filing of applications with the Commodity Futures Trading Commission by its parent company, Triplebet Ltd., and its U.S. partner, RSBIX LLC. The goal is to launch a competitive exchange that can stand alongside established players like Kalshi and Polymarket.

Recognising its relatively low brand recognition in the U.S. compared to newer competitors, Matchbook is

open to forming partnerships with larger firms to enhance its distribution capabilities. McDonagh stated, “We’re not sentimental about going in as Matchbook.”

The U.S. prediction market is rapidly evolving, with several major players making significant strides. Companies like Fanatics, DraftKings, and FanDuel are actively developing their platforms, aiming to capture a share of this burgeoning market. Kalshi and Polymarket have emerged as frontrunners, operating as federally regulated financial exchanges that offer contracts on a variety of topics, including politics and macroeconomic events.

Despite the competitive environment, Matchbook believes it can carve out a niche for itself. With nearly two decades of experience in the betting exchange sector, the company believes it is wellequipped to compete from day one in the U.S. market.

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Trump Considers Ending Taxes on Gambling Winnings

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resident Donald Trump has said that he is contemplating the possibility of abolishing federal taxes on gambling winnings. This potential policy shift aligns with his administration’s broader initiative to reduce taxes on various income streams, including tips and overtime pay. During a recent press briefing aboard Air Force One, Trump expressed his openness to the idea, stating, “We have no tax on tips, we have no tax on Social Security, and we have no tax on overtime. No tax on gambling winnings, I don’t know. I’m gonna have to think about that.”

Under the existing tax regulations, gambling winnings are classified as taxable income. Individuals who win more than $600 are required to report their earnings, with the Internal Revenue Service (IRS) issuing a W-2G

form for such cases. The withholding rate for gambling payouts exceeding $5,000 stands at 24%, which applies to various forms of gambling, including lotteries, casinos, and sports betting.

If implemented, the elimination of taxes on gambling winnings could significantly impact a large segment of the American population.

According to the American Gaming Association, nearly 60% of American adults engaged in some form of gambling in the past year, with 30% visiting physical casinos and 21% placing sports bets. This proposed tax relief could potentially encourage more individuals to participate in gambling activities, thereby boosting the industry.

Bill Act, which introduced new tax exemptions, including the elimination of taxes on tips and overtime.

The administration’s focus on reducing tax burdens for everyday income streams reflects a broader strategy aimed at stimulating economic growth and increasing disposable income for American workers.

The potential removal of taxes on gambling winnings could lead to increased consumer spending within the gaming sector. By allowing individuals to retain more of their winnings, the administration hopes to foster a more vibrant gambling industry, which could, in turn, generate additional tax revenue from other sources, such as increased tourism and entertainment spending.

This consideration follows the enactment of the One Big Beautiful

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