September 2018 Infinity Gaming Magazine

InfinityGaming www.gaming-awards.com | ISSUE98

BUSINESS TIME

SPORTSBETTING FOCUS SPECIAL

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27 PADDY POWER CONFESS

10 FROM STATES RIGHTS TO LAW Christina Thakor-Rankin

WHY IS US SPORTS BETTING SO POPULAR

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.

6 OUR WRITERS Meet our feature writers, the superb writers on our rosta.

09 GERMAN FIRM GOES BUST 10 RIGHTS TO LAW

18

Christina Thakor-Rankin

18 SHAPES & SIZES Teresa Tunstall

IN ALL SHAPES & SIZES

24 US AFFILIATE BUSINESS

Teresa Tunstall

Lee-Ann Johnstone

US BUSINESS FOR AFFILIATES?

27 PADDY POWER CONFESS

Lee-Ann Johnstone

24

32 ASO POPULAR LUS Sportsbetting

44 US SPORTSBETTING

+ NEWS & MORE NEWS from the gaming industry

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A note from the editor 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

Back To Business for us all PUBLISHING Infinity Gaming Magazine is operated by © Clever Duck Media Ltd ®

Lana Thompson - Editor

Welcome to the latest edition of the Infinity Gaming Magazine Welcome to the latest edition of the In-

time take place at the stunning Savoy

finity Gaming Magazine and for all those

Hotel in London.

coming back from the summer break we hope you had a great summer. As we

We have some superb surprises in store

enter September we all know the com-

and many new innovations to announce

ing months are a hugely busy time for

over the coming months to ensure the

everyone.

12th IGA will be the best and biggest ever.

Exhibitions come thick and fast not to mention annual reports and end of year

Now to the magazine and as always we

business, however do not fear here at

have some superb articles from Teresa

Clever Duck Media HQ we save you all

Tunstall, Lee-Ann Johnstone and Chris-

the time needed to find out all the latest

tina Thakor-Rankin, covering all the lat-

news and views from the world of the

est developments and opinions.

gambling industry both online and land based, giving you more time to focus on

Of course you will also find the very

business.

latest news covered from all over the globe.

If you missed it we have also launched the categories for the 12th edition of

Enjoy the magazine and the summer.

the International Gaming Awards (IGA) and introduced some new and exciting

“To Infinity and Beyond!”

categories. We also want to welcome our new and returning sponsors, thank

Regards,

you so much for all your support in this

Lana

charity focused event which will this

The Editor

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

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Infinity Gaming Magazine Contributing Writers A magazine is only as good as the content inside and with some of the leading specialists within the gaming industry. With specialised articles covering customer service, the gaming law, new prducts, technology and current affairs with the sector the Infinity Gaming Magazine is delighted to showcase our superb line-up of contributing writers.

Christina Thakor-Rankin Christina is Principal Consultant at 1710 Gaming Ltd, a specialist betting and gaming consultancy, delivering a range of services including licensing and compliance (incl. regulation, money laundering and social responsibility), business start-up, training and strategic reengineering, project management, research, business analysis and development, to start-ups and established multi-national operators and providers, gambling regu-

lators, law enforcement and government agencies, media, and specialist interest groups and associations within the sector, in both established and emerging markets across the world.

www.1710gaming.com

Teresa Tunstall – Independent Gaming Consultant After many years of working in casinos in the UK and on USA ships as a croupier and inspector, Teresa turned from ‘poacher to gamekeeper,’ spending 16 years with GamCare, who offer help and support to those who develop problems with their gambling.

Teresa now works independently consulting on all issues relating to Social Responsibility and Problem Gambling.

Working closely with the betting and gaming industry, She developed strong links delivering Social Responsibility and Problem Gambling training around the world, from Antigua to Moscow, and Auditing in the UK.

To contact Teresa regarding consulting please email: Teresatunstall1@gmail.com

Lee-Ann Johnstone - CEO Best Odds Marketing With almost two decades of digital marketing and affiliate experience gained within retail, payments and blue chip iGaming brands, Lee-Ann has a wealth of expertise as an award winning digital marketing expert and business mentor. She is the creator of AffiliateFEST, founder of Best Odds Marketing a digital consultancy specialising in affiliate marketing and recently launched Affiliate Insider offering training, events and business development for the affiliate channel.

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www.affiliateinsider.com|www.bestoddsmarketing.com

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EXCITING ROLE FOR FRENCH SPEAKING CASINO MANAGER EXCELLENT SALARY AND BENEFITS

GAMING NEWS

9

German Gaming Company Mybet In Grips of Insolvency

G

erman gaming firm, Mybet, is planning to plead insolvency, after talks with a strategic investor interested in acquisition fell through.

The company has claimed “imminent illiquidity”, meaning it foresees no possibility of paying-off the debt and will in all likelihood, stop operations soon.

The company, which is one of the largest gaming services provider in Germany, had plans to sell its profitable customer-facing online gambling operations wing to an undisclosed investor in an effort to focus on their growing B2B division.

However, after failing to come to a mutually-beneficial agreement, the Berlin bigwig sent letters to its Board of Directors disclosing its intention to claim insolvency in the court of law.

Mybet, which had experienced a phenomenal growth in market share and revenues in the period encompassing 2013-2014, saw a slowdown in its earnings after the slew of internal restructuring it engaged in, which included the sale of its Italian counterpart – Mybet Italia – in late 2014. Following this was its poor Sportsbook performance, where the company saw a decline in revenue by 11.6%, with its 2016 quarterly revenues falling to €10.7 million from the 2015 Q3’s €12.1 million.

For 2017, Mybet estimated a further slashing of revenues by €16 million.

The failed acquisition, coupled with Mybet’s rejection for provisional suspension or stay of enforcement filed at the Main II Tax Office by their sister division Personal Exchange International, has left behind a staggering debt and tax arrears amounting upwards of €4 million.

Things looked hopeful for the German conglomerate in early 2018 when the powerful financial investor professed interest in the company’s online gaming division. A non-

exclusive term sheet was signed by Mybet with the company which included terms for a 100% takeover of Mybet’s business, with the valuation leading into the single-digit million range. While share values increased temporarily, the declaration of insolvency has led to a dismal drop in the company’s value. As of today, Mybet’s shares stand at €0.072, a further €0.18 from yesterday.

In its last financial report released in November 2017, the company revealed to the investors and the public a 28.2% drop in its 9-month earnings to a meagre €24.9 million.

Mybet’s sports betting division also fell by 17% to €17.8 million, while the casino revenue dwindled by half to a sorry figure of €5.4 million. Novomatic Group’s exit from the German market has further hampered the company’s ability to successfully serve the live casino market, leading to further operational & financial challenges.

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US sports-betting: From States Rights to Federal Law?

By Christina Thakor-Rankin

I

n May the Supreme Court ruled

upon which sports betting is based and

ous field-based activity, Mr Silver does

that the US federal ban on sports

should therefore be a beneficiary from

raise a valid point.

betting, in place since 1992 with

the revenue generated by betting, as

the passing of the Professional and

well as being compensated for the

Regulated sports-betting almost

Amateur Sports Protection Act (PAPSA)

additional costs of ensuring integrity a

always raises the question of integrity

which restricted legal sports betting

newly regulated sports betting market

in a way in that the illegal market does

to only a very small number of states

will bring.

not. Aside of being harder to access, betting in an illegal market involves

(in practice just Nevada) was unconstitutional, in violation of the Tenth

Until Congress chooses to act however,

levels of risk (face-time with the Feds

Amendment and overturned it.

each individual State remains free to

resulting in possible jailtime) that

enact its own laws and regulations,

operating in an open and legal market

The decision saw several States de-

with NBA Commissioner Adam Sil-

does not. Not only does a regulated

clare their intention to legalise sports

ver stating ‘We remain in favour of a

competitive market provide a greater

betting as soon as possible, with Dela-

federal framework that would provide

range of betting markets and oppor-

ware becoming the first state to switch

a uniform approach to sports gambling

tunities, it also allows miscreants to

on regulated sports betting less than a

in states that choose to permit it,

‘hide in plain sight’ by employing the

month after the SCOTUS decision, and

but we will remain active in ongoing

money launderers favoured MO of

every sportsbook operator, supplier

discussions with state legislatures.

smurfing - spreading the risk by break-

and provider falling over themselves in

Regardless of the particulars of any fu-

ing done one large noticeable rogue

a bid to get their foot inside the newly

ture sports betting law, the integrity of

bet into several individual smaller

opened door of US sports betting and a

our game remains our highest priority.’

bets, in turn hidden amongst a number of normal bets placed across several

slice of a market estimated to be worth $150 billion annually.

Whilst many might take the view that

operators in several different loca-

the NBA and other sports are already

tions, or better still states.

Whilst the SCOTUS ruling was based

operating within a very visible frame-

upon the States rights, it does give

work of fairness and integrity - the

Given the challenges relating to

Congress the power to regulate sports

sheer volume of analysis and punditry

match-fixing and integrity that con-

gambling directly - a position favoured

that accompanies each broadcast

tinue to persist in the long established

by the sports associations on the basis

being more than capable of drawing

regulated sports betting markets of

that they own the intellectual property

attention to and calling out any nefari-

Europe and Australia, it is not

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unreasonable to assume that a fledgling

by a national framework which allows

ing exemptions or prohibitions for the

sports-betting market with a number of

for one principle to be interpreted or

latter categories.

individual sets of regulations and rules

implemented in slightly different ways.

across different states, with no com-

This poses several different the most

mon standard or code of practice for

The obvious ‘go to’ topic when discuss-

obvious being one of mixed messag-

monitoring and reporting issues relat-

ing anything betting and gambling re-

es, where one state allows betting on

ing to betting practices and patterns or

lated is social responsibility and prob-

college/e-sports, but a neighbouring

high level agreement which supports

lem gambling. Many newly regulating

state does not, or to further compli-

data sharing is likely to be a fixer, rogue

states are already taking a proactive

cate matters allows tournaments to

trader or insider dealer’s dream.

stance and ensuring that the issue of

be held in casinos or sports stadiums

responsible gambling is at the forefront

but prohibits betting on it. Given such

And as the experience of Europe and

of their regulations, with some also

a situation is likely to cause confusion

elsewhere has further shown, the chal-

considering state wide self-exclusion

for some adults one can only begin to

lenge of integrity is not something

programmes. Whilst this is a commend-

imagine how this might be perceived

which can be easily addressed by any

able position to take it will have limited

and then addressed by a tech savvy late

one group or body. It needs the full

efficacy if the self-excluded player in

teens/early 20s demographic innately

support of every part of the sports bet-

question can simply by-pass an exclu-

programmed to break the rules, earn

ting cycle, for whilst sanctions might

sion by taking a 10-minute drive across

bragging rights or a quick buck, eas-

be an effective deterrent for those with

the state-line and carry on betting.

ily led by influencers they have never

something to lose, for those who are on

actually met in real life. One only has

the fringes, poorly paid, under-appreci-

In relation to the wider issue of social

to look at the impact of skins betting

ated or simply nursing a grievance the

responsibility and ethics, there are al-

and loot boxes to know that questions

temptation can often prove too much.

ready concerns being voiced about

around betting on esports could have

sports as distinct from college sports

significant impacts.

But integrity is not the only area which

and new kid on the block, e-sports -

could be diluted or adversely impacted

with some regulators either consider-

INFINITY GAMING

Contact us if you have an idea for a special event and let us make it happen for you.

By Christina Thakor-Rankin

And all this without even getting into

fans travel cross-country to support

a debate on the ethics or morality of

their teams.

adults betting on an event which is

13

wants to.

For now, the chances of Congress do-

seen to be largely the preserve of those

As more states regulate the good, the

ing anything seem small, however, the

who are mainly ‘kids’; or the fact that

bad and the ugly will seek to exploit

elections will not be a distraction in-

college and e-sports are just as suscep-

and capitalise on differences, however

definitely, and with the subject of gam-

tible to integrity issues as sports events

small, across different states. How long

bling and betting still holding the pow-

- perhaps even more so given that the

before an operator with licences in

er to evoke extremes of emotion it may

prize money (and viewing figures) for

multiple states offers its customers a

only take one incident for Congress to

the world’s biggest esports tourna-

nationwide experience allowing them

act - and in the current climate who’d

ments now exceeds that of some pres-

to use one verified account to place

want to call which way that might go.

tigious sports events.

bets when out of state via technology or legal silences that by-pass state

As an outsider looking in, it seems that

Finally, there is the question of mar-

specific geo-location tracking? How

there are only really two things which

keting, advertising and sponsorship.

long before a sports betting advert

have the power to transcend state

Europe and Australia having both lived

is broadcast via cable or satellite in a

boundaries in the US - sport and Con-

through a period of de-regulation are

state where betting is illegal? How long

gress.

now circling back to regulation which

before the sports calendar is impacted

has seen the fast tracking of laws re-

by teams electing to not play in those

If the States want to be hold on to their

stricting or prohibiting gambling/bet-

states which have more stringent integ-

right to legislate on sports betting and

ting related advertising and marketing.

rity rules than others.

the sports associations and operators,

In the UK the Football Association has

suppliers and providers want to con-

already severed ties at a high level with

The US gambling landscape has often

tinue to enjoy the spoils of a regulated

gambling firms, and all the signs sug-

been likened to Europe - individual

market, now might be a good time to

gest there is more to come. But what of

states across one land mass. And that

start thinking about a voluntary nation-

a newly regulating US where different

is true to a point. Where it starts to get

al code which seeks to protect the one

states may take different stances on

tricky is that whilst Europe is a con-

against the other.

marketing and advertising, and where

tinent, America is a country - one na-

games are broadcast nationally, and

tion, one flag and one Congress with the power to rule on sports betting if it

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GAMING NEWS

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BBIN Charity Music Event - TGBcharity

B

BIN is actively participating in a variety of international events. Due to the inseparable connection between music and games, in 2018, BBIN partnered up with the world’s leading electronic music magazine, DJ Mag, to host a charity event known as The Gaming Beat Charity (TGBcharity). Fedde Le Grand, one of the world’s top 100 DJs, was invited at the event. Three new tracks will be available for free download from May to July this year during the 2018 FIFA World Cup. From May 1, 2018, a track will be available for free download on the first day of each month on the official TGBcharity website. At the end of July, if the number of downloads reaches 1 million, BBIN will donate US$90,000 to the Top 100 DJs foundation in the hopes of arousing public attention to charitable events through the influence of well-known media and leading DJs. BBIN is the leading iGaming soft-

ware supplier in Asia. It dedicated to technology and product development and providing integrated platform services to more than 500 gaming platform operators in Asia.

BBIN’s product “BB Sports” offers a new tournament odds interface.

It has a simple system for classifying its functions, and supports live streaming. This year, the site of “2018 FIFA World Cup” is specially set up to allow players to watch the games at any time. BBIN will continue to diversify its development of entertainment services to achieve its ultimate purpose of satisfying customers’ needs, in order to establish itself in the international market.

DJ Mag was established in 1991.

When electronic music first emerged in the United Kingdom, DJ Mag printed and distributed local magazines. Today, the brand has expanded to 17 countries, spanning offline and online digital content and reaching more than 24 million fans monthly worldwide. It has become

an international multimedia brand.

Fedde Le Grand, one of the world’s premier DJs, has long been regarded as one of the most iconic and influential figures in electro house music. Having won numerous awards, Fedde Le Grand has been hailed as one of the top DJs in the last decade. Fedde Le Grand has also worked with well-known pop artists from Coldplay, Madonna, Will.i.am, Robbie Williams, Everything But the Girl, Fatboy Slim, and Michael Jackson, to Shakira, Rihanna, and Mariah Carey.

The 2018 TGBcharity has officially kicked off on May 1. BBIN invites you to join us in downloading as well as supporting this charitable cause.

For free music download: www. bbinevent.com/TGBcharity; or search for TGBcharity online

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GAMING NEWS

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Scientific Games Ordered to Pay Up

A

US jury decision in mid August has ordered Scientific Games Corporation to pay $315 million to its competitors after it had been ruled by a Chicagobased federal court that the company had filed “frivolous” lawsuits to establish “sham patents” as part of a larger effort to monopolize the automatic card shuffler market.

It was determined that Scientific Games had relied on sham patent lawsuits against multiple competitors in an attempt to gain absolute control over the card shufflers market. The company is believed to be working towards filing an appeal currently.

The lottery and casino equipment giant, based in Las Vegas, stated that the jury had given out a wrong verdict in a filing to the SEC (Securities and Exchange Commission). Now, the company is looking to have the ‘damages award’ and the ‘finding of liability’ reviewed on appeal and

also before the trial court.

Triple threat Aces Up Gaming, Shuffle Tech, and Poydras-Talrickc Holdings were the three companies that collaborated in 2012 to develop a new automatic card shuffler for casinos. The newly developed product was debuted at the Las Vegas Global Gaming Expo in the same year.

But, soon enough, a patent infringement lawsuit was filed by SHFL Entertainment (formerly known as Shuffle Master) alleging that the three firms were using its technology without authorization. SHFL was acquired in 2013 by Bally Technologies for $1.3 billion. In 2014, Bally was acquired by Scientific Games for $1.5 billion.

Due to the lawsuit, Shuffle Tech and the others had to take the product off the market. However, in 2015, they filed an antitrust lawsuit against Scientific Games alleging

that SHFL Entertainment was aware of its patent being unenforceable and invalid.

The lawsuit also blamed the company for misleading the patent office and engaging in filing a sham patent lawsuit against prospective competitors.

The jury sided with Shuffle Tech and its partners, awarding them with a total of $315 million. The original amounts were $65 million to Shuffle Tech, $25 million to Poydras, and $15 million to Aces Up. However, the figures were tripled by a judge.

Bittersweet Shuffle Tech’s CEO, Rick Schultz, told the media that the company was satisfied with the ruling, but that they were unsure of what the next step would be. It is believed that Shuffle Tech sold the patent for its unique card-shuffler for casinos.

As of now, Shuffle Tech serves the consumer market.

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Gamblers come in different shapes and sizes……….

By Teresa Tunstall

I

t was a rarity to receive a call from a school nurse for help and advice about a 10 year old pupil who was continuingly playing ‘penny up against the wall’… first in the playground, then in the classroom with the teacher’s back turned.

Finally the nurse had to get an older boy to drag the pupil out of the boys toilet! “He was playing penny up against the toilet wall, miss,” said the older lad. The school nurse was at her wit’s end and made an enquiry about the pupil’s family.

It transpired that it was a single parent family with the mother struggling alone. Furthermore problems were exacerbated by a terrible disaster when her younger son was badly hit by a car which resulted in her having to spend all her time at his bedside.

So was his playing to win ‘penny up against the wall,’ his way of dealing with the absence of his mother and brother? Was this the way he dealt with what was happening in his little life? The nurse had the sense to report the problem to the school

INFINITY GAMING

Headmistress who took over the initiative, created support and help for the family inside and outside of school time.

Now we have to address the issues of children - some as young as 10 - playing games some of which are particularly violent resulting in disrupted sleep and angry difficult children.

The NHS clinic in London is looking to develop a model for diagnosing and treating gaming disorders for children caught up in these harmful disorders. It’s a worrying situation for many parents to comprehend something we never had to deal with while growing up but an important issue for parents and perhaps teachers to address. Sports Minister Tracey Crouch has welcomed the gambling industry’s announcement that it will no longer advertise sign-up offers on television before 9 PM this is an excellent initiative that needs to be done now so as to ensure that marketing for gambling products is not reaching our young people.

Gamble Aware Info Hub is issuing tenders for research into problem gambling activity. A recently pub-

lished paper on gathering statistic’s stated, ‘figures could appear in the date twice or multiple times particularly problem gamblers as they are likely to use more than one website whilst gambling.’ Any operator could tell you that problem gamblers use more than one website to gamble. I once spoke to a gambler in trouble and asked him ‘did you know you could have set a daily limit on how much you spend each day?’ “Yes I do know” he replied. ‘So why didn’t you set a daily limit,’ I asked? His reply was ‘because I would have just gone to one of the other 26 sites I play on!’

The nature of the beast of a gambler - be it a problem or otherwise - is that subliminally he or she are aware of the number of games played and how many players are participating.

To illustrate the point there has been Study’s in which they analysed only 45 gamblers this is too minimal a number to give a clear picture of UK gamblers! For many, gambling is a safe controlled environment and so we cannot truly blame gambling; it’s more about what’s going on in their lives and thus we need to help guide them to address their issues.

‘Penny up against a wall’

19

It seems that the strength of the Gambling

as Homeless Harry who attempted to take

Sadly, debt and gambling can go hand in

Commission is having an effect on those

a single shoe off the rack perched out-

hand although you’d rarely find a gambler

operators who didn’t seem to know what

side on the pavement. He hoped my son

admit to being in financial trouble. In this

their staff are up to or should I say not up

would eventually put the other shoe out

day and age yet again debt problems in

to! The last couple of years have seen Gros-

on the rack and he’d have a pair! It never

the UK raises its ugly head.

venor, Coral 32Red and Sky Bet to name

did happen! The Salvation Army, Shelter

but a few of the large gaming operators,

and other charities will take people off the

It is estimated 9 million people are using

being fined millions for not addressing is-

street as long as they haven’t been drink-

credit for everyday expenses. As the inter-

sues of Social Responsibility and money

ing or taking drugs which for some defeats

est rate rises and the consumer debt bub-

laundering. To quote the late great, Gam-

the object. One day Harry came into the

ble gets close to bursting, the consequenc-

Care Chairman, Anthony Jennings, ‘Re-

shop boasting that he’d finally been given

es could be profound for borrowing costs

search is a bottomless pit that dates the

a flat in Soho, a place of his own after years

and incomes, particularly those in less than

moment it’s finished.’

on the ‘housing list’. He moved into his

secure jobs. I despair to hear of those who

flat but still continued to pop in the shop.

attempt to increase their much needed

Homelessness is another serious mat-

However, one day Harry told the staff that

money by gambling it away.

ter that’s finally come to the fore again.

he’d left the flat as he preferred living in the

Whilst at college my son took a part-time

streets with the friends he knew. Despite a

job in a sports shop in Soho. One of their

flat of his own, the freedom of his old life

regular passersby was a local guy named

beckoned. Nothing is ever straightforward!

INFINITY GAMING

GAMING NEWS

21

Rank Suffer 40% Drop In Yearly Profits

T

he Rank Group, owner of brands such as Grosvenor Casinos and Mecca Bingo have announced their latest set of results with pre-tax profits plummeting 40.7%. Full year profits for the year ending June 2018 saw profits come in at £50.1 million from £84.5 million last year.

Business suffered with declining footfall and customer friendly results, the company said it was a “challenging” 2018 on the back of a “disappointing performance.”

It was back in April this year that the company announced a profit warning, revenues fell also by 2.3%. The only positive was that the companies digital business saw a rise in revenues of 9.9% to £122.5 million.

Chief Executive John O’Reilly said of the results, “With the backdrop of a disappointing performance in 2017/18, we are now moving quickly to identify the key priorities which will begin to realise the significant underlying potential that I have now seen first-hand since joining the Group in early May.” A move to a stronger digital business is clear for Rank and Reilly going forward by saying, “We are taking steps to increase our focus on the customer, to accelerate growth in the digital business, to drive cost efficiencies across the business and to strengthen our organisational capabilities.”

The Star Join Forces With Ritz-Carlton For Luxury Hotel The Star Entertainment Group has announced a new partnership with luxury hotel company Ritz-Carlton, the Australian casino operator is to develop a hotel and apartment complex close to their current casino, The Star Sydney. The new development that will cost A$500 million is to compete with the new A$2 billion Casino resort being developed by competitor Crown Resorts in Sydney’s Barangaroo.

The Star Sydney was the only casino complex in Sydney until Crown was awarded a casino license to develop a resort that is scheduled to open in the next four years.

Now as part of a renovation and expansion of The Star Sydney the company is looking to fend off future competition by Crown by developing its own luxury accommodation.

Once completed the hotel will boast 220 hotel rooms and 200 luxury apartments next to the casino along with restaurants, a spa and fitness centre. The new 61-story, six-star Ritz-Carlton hotel which is planned to be built next to The Star has no plans for any gaming expansion the company said.

INFINITY GAMING

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GAMING NEWS

23

Regulations in Online Gambling Laws in Sweden

O

n the 1st of August, Sweden began its application process for gaining licenses to the newly legalized online gambling market. The legalization of online gambling and the application process has been met with a booming response with over twenty-two gambling organizations registering on the first day itself. The subsequent weeks saw the inclusion of many more firms which made their way into the list of the Swedish Gambling Authority. The Swedish regulators expect about seventy more applicants before the official launch of the market on 1st January 2019.

Sweden has a history of a stringently regulated gambling market which initially had only state-run gambling facilities such as the Svenska Spel.

Since the last ten years, the EU has been protesting against the walledin gambling market of Sweden.

These protests were not credence

right up till 2013 when the EU resorted to filing legal proceedings against the country. Within the next five years, the Swedish government revisited their gambling laws and formulated “The Re-Regulated Gambling Market” in June 2018. This new bill establishes an online gambling market which will contain services offered by both offshore private firms and government-run bodies from 1st January 2019.

Some of the companies that have submitted applications for gaining access to the online gambling market include Kindred, Betsson, and LeoVegas, all of which are giants in the field. While today they are headquartered at offshore locations, with the passing of this new bill, many are considering moving their operations to Sweden. The Kindred Group happens to be one of the larger Swedish gambling firms owning online products such as Unibet, 32Red, and other products. In a

recently released press report, their CEO Henrik Tjärnström expressed his satisfaction at the equal opportunities offered to private firms in this heavily operated Swedish market.

He also conveyed his desire to satisfy the customers in the best possible way and adhere to the highest gambling standards. There is a growing concern regarding Svenska Spel’s unfair advantage due to its tax-free operations of offline casinos and its synergy with the online gambling market.

Going by the official reports of the Swedish Gambling Authority, revenue from the regulated markets amounted to $1.87 billion from about 9.9 million users in 2017. This size of the market is comforting to the interested parties who wish to enter the new online gambling scene. With the newly passed bill, the market is expected to pass $2 billion per year.

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LAND OF OPPORTUNITY THE US OPENS UP FOR AFFILIATE GAMING BUSINESS?

By Lee-Ann Johnstone

U

ntil very recently, the PASPA legislation outlawed gambling across many of the United States. With the repeal of this bill, the wheels have been set into motion for affiliates to reconsider entering yet another emerging market. Many are still unsure whether to bet it all on entering the US or hang back and be cautious to see how the land lies.

Having worked previously across the US market back in the early 2000’s when it was in boom prior to closing in 2006, AffiliateINSIDER Founder and CEO, Lee-Ann Johnstone, has over two decades of affiliate marketing expertise and weighs up the opportunity around how this market may develop and what has changed since then.

Whilst the US presented a large market opportunity back in the early

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00’s, it will be fragmented to start as the various states more to legalise online gambling according to federal laws. This means that there will be a focus for smaller brands to consider doing something different with their marketing from previous years but it will also mean that brands operating in this space will have to be doing something best in class to stand out.

This isn’t going to be about volume , it’s going to be about early adoption and establishing a brand to provide a competitive service and cover a variety of niche content streams that attracts customers.

Already we can see that the bigger affiliates have made a tentative move to enter the space and compete as early adopters of this new landscape. In a post-PASPA environment, however, smaller affiliates need to be even more vigilant in terms of cost vs return for expansion here, espe-

cially in terms of keeping abreast of federal legislative updates and local affiliate regulation. There will also be a requirement for these affiliates to demonstrate to brand that they can be effective marketing partners working complimentary to an operator’s wider marketing strategy for customer acquisition. It will be essential to have the right in-house expertise to make a successful entry and build long-term success.

There is still quite a bit that’s unclear, especially in relation to the proposed tax schemes and potential league loyalty fees might force operators to look for opportunities to cut costs and this could impact affiliates long term as well. Nobody is expecting affiliates to all rush in just because the gate is partially open, it may even take a few years for the market to fully relax to the same level that it once was.

25

Companies like Catena Media, Better Collective, and XL Media have the wherewithal to enter aggressively because they have bigger budgets and established resources in place to do so. However, this has been a global online trend over the past last decade thanks to consolidation and the rapid spate of M&A that has developed in this channel as businesses mature.

The same will probably hold true in the US market as well. Yes, there will be super-affiliates who drive a significant chunk of the action, however the market size will be able to accommodate variations of affiliate sites (and sizes) to provide for consumer preferences.

A landscape defined by state-by-state rulings also presents a unique opportunity for affiliates to test and target

before going full-swing. Those who have a depth of content or a particular service to offer can look at variety to complement their existing business models in just a few states to begin with. Focus on geographical location and niche down to test the results before jumping in with both feet.

Smaller early adopter affiliates could utilise their agility (as an independent business) to establish strong relationships and bed in unique deals.

saturation of affiliates re-entering the market, but for now most will remain cautious with a “wait and see” attitude before spending a lot of money to localise their brands.

As with any emerging market it’s a gamble and requires a lot of research and forethought before entry. For now we will all be waiting with interest and anticipation to see what happens next.

The point is, what worked in the past won’t necessarily work again and therefore its imperative that this market is viewed as a unique opportunity and that affiliate marketing strategies are created to work alongside the infrastructure and framework that exists. Time will tell whether we see a

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Paddy Power Installs Confession Box

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drive-thru confession box has just been erected in Dublin ahead of the Pope’s visit to Ireland. The box has been installed by Irish bookmaking firm Paddy Power. The company told the media the structure, which stands at 39 feet, was set up to help fellow Irishmen repent their sins in a more convenient manner.

The decision to build the confession box came after Paddy Power issued a survey that revealed the fact that 25% of people in Ireland had not taken part in confession.

The breakdown The survey found that around 80% of respondents had not attended confession even once a month.

Another 29% stated that they could not remember the last time they had attended confession.

When the respondents were asked if they found it convenient to take

part in confession, 61% responded with a ‘No’ while 15% stated that things could be better.

The spokesperson also mentioned that some were even cheering for England in the World Cup.

Paddy Power believes that its confession box, which measures 13 meters wide, 12 meters high, and 26 meters deep, would help motorists get done with their confession quickly. The actual term used by the company was “get sin-free fast.”

So, with all this happening, Paddy Power believes that the country’s sins have reached a certain threshold and that people need a convenient option for carrying out their confession. In this case, a drive-thru confession box that lets them complete their contrition in a quick ‘stop and go’ fashion.

The confession box has been erected right opposite Phoenix Park, across the road. This is a key location considering around 500,000 people are expected to gather here for the Pope’s sermon.

A country in need of God’s mercy?

According to one of the spokespeople from Paddy Power, Ireland has undergone many changes since the Pope’s last visit; changes that many conservative Irish people are not too happy about. The country legalized gay marriage and recently, abortion.

The confession box has also been targeted at the Catholic hierarchy.

Paddy Power went on to add that the church’s officials could also make use of the confession box to get things off their chest when they visit the country with the Pope.

Paddy Power expects motorists to use the confession box just before they head out for the Pope’s sermon, which is scheduled for the upcoming weekend.

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GAMING NEWS

29

Israel’s Ban on Gambling: Will it be Lifted?

E

ven though Israel follows Britain’s legal framework, there is one exception which has changed in recent years: the legality of gambling. In Britain, legislators agreed that a gambling ban is not only ineffective but is also making the country lose out billions of pounds that could have been generated in revenue.

In fact, a 15 percent tax was levied on all gross profits that punters made through sports betting, and in January 2010, it was reported that Britain earned revenue of almost £6 billion, equal to a whopping 0.5 percent of the country’s GDP. In addition to the monetary benefits of legalizing and regulating gambling, sports betting and casinos, the gambling industry also helps with any unemployment issue. In the UK, the industry employs as many as 100,000 people.

Gambling in Israel: A grey area The question of whether gambling is legal in Israel is a confusing one because even though Israeli Law clearly bans it in the Israeli Penal Law 5737 of 1977, this same law does not address the legality of online gambling at all. However, in 2005, the Attorney General ordered Israel-based online gambling operators to be closed. Not only this, but he also penalized credit card companies which had processed transactions related to online gambling.

Today, the legality of gambling is still as confusing as it has always been, and no steps have been taken to shine some light on the situation. While attorneys stand by laws that strongly ban casino gambling with severe consequences for any offender, lottery and sports betting are allowed by Israeli law.

Land-based casinos in Israel are

non-existent, at least out in the open. The strict ban has led to the rise of underground casinos that operate in secrecy. This is dangerous because it is unregulated, and can lead to various problems for all parties involved. It is due to these reasons that recently, the Israeli ban on gambling has been under a lot of criticism.

Contrary to operating in secrecy and being unregulated, lifting the gambling ban will provide space for a safe and regulated gambling industry. In addition, employment opportunities and monetary benefits are also available since it is a heavily taxable industry.

Even though Israel adopted the gambling ban from Britain, it does not look like it will follow Britain’s footsteps in legalizing gambling and land-based casinos any time soon.

But, only time will tell.

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31

State Rep for Illinois Urges Legislators to Consider Sports Betting

T

he cstate representative for Illinois, Bob Rita, has put the word out that he wants the state lawmakers to seriously consider the future of sports betting and online gambling next year. The Blue Island Democrat announced that he will be conducting a series of sessions for achieving consensus regarding the future of daily fantasy sports, sports betting, online casino, and online poker before the next session of the legislative body. As per the report, while the first subcommittee meeting would be held on August 22, a subsequent hearing will also be conducted on October 3rd.

He further reiterated that he would need the support of the other legislators in the state to make sincere efforts of legalizing sports wagering and online gaming in Illinois. Bob remarked that through the aforemen-

tioned hearings, he wishes to determine whether or not the lawmakers in the state are inclined to seriously consider an expansion of the casino industry within their jurisdiction.

Having been appointed the chairman of the Illinois House subcommittee on Gaming, Sales, and Other Taxes back in 2013, Bob has been associated with launching numerous sincere attempts of expanding the casino gambling industry in Illinois. Back in 2014, Bob had tried to introduce a bill for legalizing selected types of online gambling, which unfortunately failed to gain any traction. According to Bob, an expansion of the casino industry in Illinois will play a critical role in addressing the concerns of deficit budget in the state and help promote its economy in a significant way.

Bob outlined that after having invested several years of his life working with the issue of the budget deficit in Illinois, he believes that a casino expansion will essentially create endless opportunities of higher revenues, greater economic growth, and more jobs in the state.

He further added that the casino gaming landscape around the country had undergone serious transformations since he first got involved with the issue more than five years ago. Bob reasoned that he wanted to conduct the legislative hearings to acquire a greater understanding of how the aforementioned changes have unlocked an entire range of opportunities for the lawmakers in Illinois to put together strategies that would help strengthen their economy and cover their budgetary requirements.

In his statement to the local media,

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32

This Is How Sports Betting Became So Popular

S

ports-betting has recently grown to be one of the fastest growing markets in the gambling industry, just a few months after it was legalized by the U.S Supreme Court in May 2018. However, the road to legalization was not easy, and the gambling activity was not always received with such enthusiasm and positive reaction.

As soon as the ruling was made public on that Monday morning, gambling and sports enthusiasts charged social media with their excitement. Stock prices for local as well as international bookmaking companies increased, and a racetrack in New Jersey announced that it would take sports bets within just a few weeks. Not only this, in recent weeks, major gambling operators such as MGM Resorts

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and Caesars Entertainment have been battling against each other in attempts to dominate the sports betting market. Both have entered major agreements with gaming and technology companies to tap into online mobile sports betting.

However, the biggest, most unexpected agreement came when the NBA and MGM entered into a partnership. No one thought that a major league such as NBA would have any involvement with sports betting, but when the commissioner of NBA and CEO of MGM sat next to each other at a press conference, announcing their partnership, this was when the world knew sports betting was no officially mainstream.

It was not that Americans never indulged in sports betting before this. In fact, they have been spend-

ing hundreds of billions of dollars to bet on their favorite sports teams. But with the new Supreme Court ruling, they will no be able to do it freely and legally and have open conversations about sports betting comfortably.

To reach where it is today, sports betting had to overcome a lot of challenges which other forms of gambling weren’t subjected to. For instance, influential sports leagues were stiffly opposed to it, mob ties were a hindrance and just the general stigma and taboo associated with sports betting were huge challenges. These, in addition to objections from religious groups and addiction concerns, have molded the image of sports betting into something that threatens sports integrity in the U.S.

33

However, in the past few years, sports

It was then that fantasy football started

famous bookmaker Jimmy Snyder, com-

betting has witnessed sudden changes

getting on the nerves of the NFL.

monly known as The Greek to the “The

in terms of its reception among the gen-

NFL Today,” the famous Sunday morn-

eral audience as well as major sports

The NFL considered fantasy players

ing CBS preview show. Snyder, during

leagues.

acceptance,

as a bunch of “stat geeks,” but this all

his time at the show, contributed a lot

and now the increasing popularity of

This

growing

changed when Russo, a fantasy player,

towards making sports betting more

sports betting across the country is a

conducted a study on the game in at-

mainstream, even though he was not

revolutionary milestone in the history

tempts to change the perception peo-

allowed to talk about it directly.

of gambling in America, and there are

ple had of them. He found that fantasy

a number of factors that helped in the

football players were more valuable

Then, in 2000, ESPN started running

process. Some of these included the

than the average fan, as they watched

NFL point spreads. Mainstream media

prominence of daily football fantasy,

more matches. As a result, the NFL took

would have embraced it sooner, if not

the role of the media and open-minded

interest and completely changed their

for the fear of blowback from the sports

and progressive commissioners of ma-

attitude towards fantasy players. The

leagues, according to Brent Musburger,

jor sports leagues.

NFLPA started becoming sponsors for

famous sportscaster.

fantasy league conferences, NFL even It all started with Fantasy Football Fantasy football has played a major role

launched its own fantasy game and NFL

Progressive sports league commis-

players appeared in advertisements for

sioners such as Adam Silver, the dep-

it.

uty commissioner of NBA in 2006 also

in making sports betting mainstream. In

played major roles. He questioned if

the 1990s, when the game merged with

Sports media and sports leagues con-

forcing the billions of dollar spent on

the internet, fantasy football started at-

tribute

sports betting into the black market

tracting the attention of the NFL. While

was a realistic approach, as opposed

organizing fantasy leagues and keep-

The sports media also played an im-

to previous commissioners who called

ing up with scores were made much

portant role in changing the percep-

sports betting an “evil” and a “threat.”

easier, it was not possible to have injury

tion of sports betting. Even back then,

He started making changes and helped

updates and player notes readily avail-

despite the resistance from NFL, they

shape sports betting to what we know

able. So, many fantasy football players

covered a lot of fantasy league mate-

it as today.

started ringing up PR offices, asking for

rial. Then in 1976, Pete Rozelle, the

updates on player statuses and injuries.

NFL commissioner at the time added

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35

Macau To Be Richest Place On Earth By 2020

A

ccording to data by the International Monetary Fund, the gambling capital of the world, China’s Macau will replace Qatar to become the richest place on Earth by 2020, all thanks to the growing gambling market which has been stronger than ever.

The IMF projects that the per capita GDP (gross domestic product) of Macau will be as much as $143,116 by the year 2020. In reaching this amount, it will take the crown from Qatar as the world’s richest place, where the per capita GDP will be about $139,151 by the time.

For these calculations, 2016, the year for which the latest data is available is used as the base year. And according to the 2016 data, the per capita GDP for Macau stood at $100,069 while

Qatar had a much higher amount of $125,159.

However, because of how fast and strong the gambling market is growing, the tables are expected to turn in just two years. Being the only city in the People’s Republic of China where gambling is legally allowed, Macau attracts tons of tourists from across the globe (including VIP gamblers) every year who come there solely for gambling purposes. Apart from this, the local population also gambles a lot.

The gambling market has benefited Macau’s economy so much so that in 2017, gambling generated a whopping $32.68 billion in revenue, which was a 19 percent revenue growth. And

by July 2018, the numbers have increased again by 17.5 percent, bringing in an amount of $21.59 billion.

For a better understanding of how high this amount really is, take the revenue generated by Las Vegas casinos in the same year – it was just $5.84 billion, about a $20 billion-dollar difference. So, as you can see for yourself, Macau is the most popular destination for gamblers across the globe.

The IMF data also projects that Macau will not only take Qatar’s place by 2020 but by 2023, the wealth gap between the two will increase even more. By 2023, the per capita GDP of Macau is expected to be as high as $172,680, while Qatar’s will only be about $158,117. This is a considerable difference, almost the same as the difference between the two in 2016.

So, in other words, the tables will completely turn by 2023, if things go as expected.

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37

Colorado Considers Sports Betting

O

n May 14, the Supreme Court of the United States of America, ruled to legalize sports gambling across the country.

Since then, multiple states have put in efforts to include sports betting into the existing portfolio of gambling offerings.

Colorado Attorney General Cynthia Coffman issued a statement earlier this month calling for the legislation concerning sports gambling in the state to be amended. Currently, sports betting is categorized as a crime under the Colorado criminal code.

Coffman anticipates that the General Assembly will weigh in on the topic after members receive feedback from their respective constituents and stakeholders regarding the benefits and consequences of legalizing the gambling option.

The Attorney General has also stated that sports gambling was not prohibited under Article 18, Section 2 of the state constitution, which negates the need for a constitutional amendment.

The restrictions only cover lotteries and sports betting does not qualify as one, according to her.

In fact, the Colorado Supreme Court had even ruled that dog and horse races were not a lottery.

The push continues In July Reps. Alec Garnett and Cole Wist told them media that they would be pushing for the legalization of sports betting. But, if the legislature does consider the option, there will be several regulatory issues to overcome.

According to some legal experts, lawmakers would have to look at creating a licensing structure before legalizing sports betting. There are considerations to be made, such as taxing, locations, licensing qualification, and regulation etc.

New Jersey has been at the forefront of sportsbetting and has made plenty of progress after the supreme court ruling. Recently, Governor Phil Murphy signed a law that would permit racetracks and casinos to form 3 online

partnerships as long as they offer a physical sportsbook.

Experts believe that New Jersey would serve as an ideal model for online betting while Nevada would do the same for physical sportsbooks. Nevada is one of the few states that permitted sports betting, legalizing it all the way back in 1949. As a result, the state was grandfathered in when the Professional and Amateur Sports Protection Act came out.

The outlook It’s not certain how much sports gambling is worth in Colorado. However, it’s not the money that’s the biggest concern. Legal experts say it’s the complexity of the stakeholders that makes things challenging.

The typical stakeholders are the only 3 towns in the state that allow casinos, namely Central City, Black Hawk, and Cripple Creek.

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GAMING NEWS

39

Florida Giants Disney and Seminole Tribe Join Forces

W

ith the United States 2018 Elections at its heels, strange things are happening in the Land of Opportunity; although there may be no opportunity for some if certain participants in Florida’s pro-Amendment 3 campaign have their say.

Joint forces Disney Worldwide and Seminole Hard Rock Hotel & Casino Hollywood have joined forces to keep something at bay from both Florida and Floridians – gaming. The entertainment & hospitality giants have for long held sway over the Florida masses and have monopolized their respective segments by offering world-class products, services and facilities. However, the legalization of all types of gaming in Florida have put the bigwigs on guard.

Both Disney and the Seminole Tribe are making massive donations to resident non-profit political group – Voters in Charge, to push for the implementation of the constitu-

tional anti-gaming amendment 3.

According to the proposed amendment, there can be no expansion of or establishment of gaming centers in the State of Florida, without a 60 percent majority vote from registered voters in the State. This effectively puts control of the Florida gaming industry into the hands of registered voters, most of whom do not wish to have any casinos or online betting platforms operational across the State. The proposed amendment made its entry into the Senate after the Senate Committee passed the PASPA Act and legalized online gambling, set down regulations that reduced taxes on slot machine revenues, allowed promotion of fantasy sports, legalized certain card games and ended greyhound racing in Florida.

The Florida situation Disney with its offer of a safe and family-friendly atmosphere wants to retain Florida as the Sunshine State it is – happy and child-friendly.

The Seminole Tribe on the other

hand, wishes to preserve its status as the only provider of blackjack services in Florida (a status that no longer exists since the expiry of the company’s gaming compact with the state).

To ensure the passing of the proposed amendment, both Disney Worldwide Services and the Seminole Tribe have made donations amounting to $14.6 million and $11.7 million each to Voters in Charge. Recently, the two conglomerates donated an additional $5 million to the non-profit in the hopes to move things faster.

Currently, Voters in Charge have received more than 800,000 signatures from registered Floridian voters. Sings show there may be more signatures coming in closer to the November 6th US Elections. There is yet no word from experts how this may affect the eight counties which have ratified resolutions designed to bring in gaming terminals to the State.

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41

Indiana To Play On Sports Betting Earlier Than Expected

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awmakers in Indiana will be discussing the legalization of sports betting over the coming months during a study summer commission. According to State Rep. Alan Morrison from Brazil Indiana, he will be trying to get the bill a hearing along with State Rep. Jon Ford, after it failed to get a hearing last session.

This comes just months after the US Supreme Court struck down a law which banned sports betting on sports activities such as baseball, basketball, football and others.

allow online sports betting on mobile devices. The Republican Senator said that making mobile sports betting legal has a great potential to significantly increase Indiana’s revenue, as well as revenue for various gaming properties.

Indiana could get revenue by the millions through legal sports betting, according to Morrison, but right now, it is difficult to put an exact number.

Morrison said that by fighting to make sports betting legal in Indiana, he is putting something good for the state and the people. Judging by how things are going, he believes Hoosiers can legally indulge in sports betting sooner than they may expect.

The research study will show what to expect from legal sports betting To have a clearer picture of what the effects of sports betting could be for the state of Indiana should it be legalized, a gaming research consulting firm based in California has been hired by the Indiana Gaming Commission for about $75,000 to conduct a research study for two years.

The bill will also cover game integrity so that people will be aware of the legitimacy when they bet, as well as

Morrison said that through the findings of the research study, it would be possible to have a more detailed

data on how much revenue can be expected. He also said that he is confident he will receive bipartisan support to legalize sports betting in the state.

Sara Gonso Tait, Indiana Gaming Commission’s executive director said that the aim of the research is so that lawmakers can have access to independent data that will help them make the right decision.

Controversy around the legalization However, this attempt to legalize sports betting has also caused worry for some. According to The Indiana Council on Problem Gambling Inc., it could lead to many issues, especially for those who are struggling with gambling problems.

Others have said that they hope the study will look into how legal sports betting can affect adults in the State.

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43

Kindred Partners With Hard Rock

K

indred Group has entered into an agreement with Hard Rock Hotel & Casino Atlantic City, in New Jersey. The agreement spans 5+5 years and is an important first step for Kindred to offer online sports betting and gaming in the US. Kindred Group (previously Unibet Group) has agreed with Hard Rock Hotel & Casino Atlantic City to pursue a Casino Service Industry Enterprise License in New Jersey. The agreement allows Kindred to take its first important step towards offering US customers online sports betting and gaming services.

Hard Rock Hotel & Casino Atlantic City opened the doors to its casino in Atlantic City in June 2018 with ambition to become the market leader

and to offer customers a first-class casino and sports betting experience. Kindred Group shares the same aspirations. The collaboration between two strong international brands, will combine Hard Rock’s first-class lifestyle and entertainment experience with Kindred’s state-ofthe-art digital innovation and data analysis, creating a strong offering in the New Jersey market.

“Hard Rock is proud to partner with one of the fastest growing operators in the industry. We are hopeful that Kindred’s international experience and commitment to innovation will translate to a significant success in New Jersey,” said Kresimir Spajic, SVP Online Gaming at Hard Rock International.

“This is a very exciting moment for Kindred as we have been working hard to take this first important step into what will most likely become the largest betting market in the world. I’m also delighted that we have been able to team up with a true lifestyle and entertainment brand and I am confident that Kindred and Hard Rock Hotel & Casino Atlantic City will give New Jersey customers an absolutely great sports betting and gaming experience”, says Manuel Stan, SVP Kindred US. Kindred has been preparing to take this step for a long time and intensified its efforts when the US Supreme Court ruled against PASPA in May this year. The agreement is part of Kindred’s ongoing process to secure regulatory approval.

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44

Las Vegas Gambling Operators Turn To Sports Betting for Profit

S

ports betting has come to the rescue for Las Vegas gambling operators as complaints about growing fees and excessive charges increase.

Besides this, Vegas casinos are facing increasing competition from casinos across the globe such as Macau, and sports-betting seems to be the solution they are looking for.

Earlier this year on May, the U.S Supreme Court struck down a law that banned sports betting, making it legal in all 50 states. Just two months after this, giant gambling operator, MGM Resorts International announced that it had signed a deal with one of the top sports betting companies in the world, GVC Holdings. Chairman and CEO of MGM, Jim Murren said that the company was proud to start a new venture with such a reputable and trusted company such as GVC, calling his new partner the “largest and most dynamic” online betting operator worldwide. He also added that the “historic partnership” is

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expected to dominate the sports betting market in the U.S. Apart from their new partnership with GVC Holdings, MGM Resorts has also entered into an agreement with Boyd Gaming to offer online mobile gaming including not just sports betting but also poker as well as other casino games. Murren said that because of this joint venture, MGM will soon be able to engage with guests beyond their land-based casinos.

MGM is not the sole player in the sports betting market though. It is facing stiff competition from giant operator Caesars Entertainment, who announced that it had entered into an agreement with Scientific Games. This new joint venture will make sports betting available in the states of Mississippi and New Jersey. Barry Cottle and CEO of Scientific Games said that this deal is an important one that will be shaping the landscape of sports betting in the U.S for many years to come.

A brief history of sports betting in the U.S Sports betting seems like the ideal solution for many gambling operators today. The legalization and fast-growing popularity have definitely been a warm welcome to the expansion of the gambling market and has changed the business approach of various companies. However, this was not always the case.

Since the early 1900s, Las Vegas casinos have always been at the forefront when it came to expanding gambling opportunities both nationally and on a global scale.

They have also seen huge profits from their investment in China’s popular gambling hub, Macau, with the exception of Sheldon Adelson, owner of Las Vegas Sands. He decided to abandon the plan of building a Eurovegas resort worth $30 billion near Madrid, when the Spanish government interfered, causing a major hindrance.

45

Gambling

major

sports betting has always been a tough

ture ahead in the U.S. However, experts

growth worldwide in recent years, and

has

witnessed

a

one and has faced a lot of challenges.

are concerned about just how viable it

this means that competition ahs also

For the last twenty years, states in the

is, and how much impact it can have in

increased across the globe. Macau, a

U.S which had never made sports bet-

the gambling market in the long run.

major gambling destination in the Peo-

ting legal were prohibited from doing

ple’s Republic of China has emerged as

so by the Professional and Amateur

Despite these underlying concerns, the

the biggest contender, with the Inter-

Sports Protection Act, until May 14,

fast growth and success of legal sports

national Monetary Fund (IMF) even re-

when the Supreme Court allowed play-

betting, even though it has been less

porting that it would soon become the

ers to legally indulge in it.

than three months since it was legal-

biggest gambling hub in a few years’ time.

ized, is an exciting turn in the U.S gamWhat does the popularity of sports bet-

bling market. Moreover, the willingness

ting mean for gambling operators?

of operators to enter into deals that en-

So, in order to keep up with increas-

able them to diversify their platforms

ing competition, Las Vegas casinos

MGM Resorts and Caesars Entertain-

through online and mobile gaming and

have shifted their focus to the newly-

ment are not the only two operators in-

sports betting imply that they are open

legalized sports betting. This seems to

vesting majorly in legal sports betting.

to encouraging their customers to in-

be the ideal solution because of the

Various other gaming businesses have

dulge in remote gambling, even though

massive audience it is garnering, and

also begun to cash in on this fast-grow-

they spend millions in the construction,

making it available on mobile phones

ing market. Taking into consideration

maintenance and promotion of land-

through online sports betting just

just how much businesses in the gam-

based casinos.

makes it more accessible for a larger

bling market are investing into sports

audience. However, the fight to legalize

betting, it seems like it has a bright fu-

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