Compliance Updates
What Does Looser Legislation Mean for US Sportsbooks? Retaining and Attracting Players in an Expanding Market
The US sports betting market has grown exponentially over the past few years highlighting an increased need for sportsbooks to increase their footprint in new states and engage new players. However, staying ahead of the competition is a challenge and the changing landscape is calling for innovative ways to stay ahead. Starting where many don’t and tackling the problem of invalid traffic has the potential to give many bookies the edge they need to maximise return on investment (ROI).
Six years ago, online sports betting was almost entirely outlawed in North America. Over the past few years, the number of states that have legalised sports betting has increased drastically. Not only this, but combined with an increase in mobile betting, the number of bettors on the scene in the US is growing meaning there is a lot more money in play.
Sportsbetting is now legal in 38 out of the 52 states with online betting legal in 29 of those according to LegalSportsReport. Relaxed legislation combined with an increase in mobile betting just means there is more opportunity for bookies to take advantage of the growth and make bigger returns. But without tackling invalid traffic that’s eating up budgets behind the scenes, they’re simply not going to make a return on ad spend and achieve legitimate conversions.
The Barriers to US Market Growth
By the end of the year, the online sports betting market in the US is anticipated to achieve a revenue of $9.65 billion as per Statista research. The new level of convenience and accessibility has attracted a new wave of players and thus an increase in the number of online sports betting platforms and apps available in the market. To attract and retain these players, bookies introduce more incentives to drive bets including boosted odds and free bets, however, this comes with its own set of challenges.
Invalid traffic is engagement that artificially inflates an advertiser’s costs, including non-human traffic, or activity designed to produce fraudulent impressions. Here with these incentives, invalid traffic in the form of bots comes into play. These automated bots create fake accounts and steal bonuses. Sophisticated networks of bad actors can leverage millions of IPs to commit bonus fraud almost entirely undetected by betting companies. What seems like a productive way to drive new customer acquisition actually ends up harming operators looking to keep a competitive edge in the expanding market.
As well as this, returning users could be responsible for budget losses and a lack of conversions. These are loyal customers, who sportsbooks want to retain, accessing the site through a paid search campaign. These existing users repeatedly clicking through drives up customer-acquisition costs (CACs) and resulting in a huge inefficiency in pay-per-click (PPC) advertising. Not managing these users will result in barriers when it comes to expanding into new US markets and truly making the most of the legislation changes.
The Answer for Bookies
So, for sportsbooks to beat the competition in US markets and make the returns they deserve, they must start by tackling invalid traffic. This doesn’t mean that marketing strategies should be limited to mitigating bots or implementing hard-line strategies that discount genuine traffic. Ultimately, the first thing operators need is visibility.
By having an overall view of which of its marketing methods are impacted most by bots, US operators can put themselves ahead of the competition and take the steps forward to implementing a technology solution that meets their needs. With clearing understanding of their traffic, sportsbooks can add a layer of protection which will result in significant savings and a much stronger conversion rate to depositing customers – effectively making the most of the expanding market.
When it comes to returning customers, sportsbooks can initiate custom validation rules whereby they set the number of times a user clicks on a paid ads campaign. This means budgets can be saved for genuine users who are more likely to convert without damaging current retention.
As well as this, shadow campaigns are an effective way of maintaining optimal audience engagement and the competitive edge US bookies are after. These are a duplicate of your current campaign but set up with lower cost-per-click (CPC) to funnel excessive clickers and returning users away from inadvertently driving up costs. By utilising custom validation rules and shadow campaigns, sportsbooks unlock previously wasted budgets that can be put straight back into acquiring new and nurturing existing customers. The result of this is maximised ROI from campaigns that thrive.
Gaining Visibility and Control to Win Big
The US sportsbetting industry is only expanding and generating more revenue year on year. Each betting company is looking to make the most of the relaxing legislation and take its share of the pie to maximise ROI. However, by not addressing the issue of invalid traffic or being at a loss of where to start entirely, they are losing more and more every day.
By unlocking a new level of visibility with real-time verification of traffic, bookies can gain trust and confidence in the validity of the data being used to scale and drive conversions with reliable and fact-driven investments. With confidence in the data they’re using to attract and retain audiences, sportsbooks are empowered to scale their operations across the US and maintain a competitive edge to win bigger each betting season.
Written by: Kalen Bushe, Vice President at TrafficGuard
Compliance Updates
Spillemyndigheden Calls Attention to FATF’s Updated Lists of High-risk Jurisdictions
The Danish Gambling Authority has called attention to FATF’s (Financial Action Task Force) updated lists of high-risk jurisdictions: the Grey List (jurisdictions under increased monitoring) and Black List (call for actions). Among other things, gambling operators must include FATF’s lists of high-risk jurisdictions when risk assessing players.
Jurisdictions listed on the Grey List are Algeria, Angola, Bulgaria, Burkina Faso, Cameroon, the Ivory Coast, Croatia, DR Congo, Haiti, Kenya, Lebanon, Mali, Monaco, Mozambique, Namibia, Nigeria, the Philippines, South Africa, South Sudan, Syria, Tanzania, Venezuela, Vietnam and Yemen.
Jurisdictions listed on the Black List are Democratic People’s Republic of Korea, Iran and Myanmar.
Gambling operators are required to conduct enhanced customer due diligence (EDD) pursuant to section 17(1) of the Danish AML Act, if a player is assessed to impose a higher risk of the gambling operator being misused for money laundering or terrorist financing.
Gambling operators shall conduct this risk assessment based on Annex 3 to the AML Act (high-risk factors) which includes the FATF high-risk country lists (the so called black list and grey list).
It is not required that gambling operators perform EDD if a country is listed on the FATF’s list. EDD are only a requirement for players from jurisdictions listed in the EU Regulation of High Risk Third Country list pursuant to 17(2) of the AML Act.
Africa
South Africa: Tribunal Grants Lottoland Interim Relief – Orders Google to Grant Lottoland Access to its Advertising Platform
The Competition Tribunal (“Tribunal”) has issued an interim order directing Google Ireland Ltd and Google South Africa (Pty) Ltd (collectively, “Google”) to permit Lottoland South Africa (Pty) Ltd (“Lottoland”) to access its advertising services known as “Google Ads”, for so long as Google permits any firm in South Africa to utilise Google’s Ads Services to advertise fixed-odds betting on the outcome of lotteries. The Tribunal’s order applies for a period of six months from its date, or the conclusion of a hearing into the prohibited practices alleged by Lottoland, whichever is the earlier.
This platform enables advertisers to display ads to users who utilise Google search, with Google Ireland acting as the service provider for Google Ads in South Africa.
The Tribunal’s order follows an interim relief application by Lottoland, a licensed bookmaker, which, inter alia, offers fixed-odds bets on the outcome of various lotteries around the world, including the South African national lottery, sporting events and other betting contingencies. Lottoland competes with other licensed bookmakers in South Africa such as Hollywood Bets, World Sports Betting, Betway, Betfred (which owns Lottostar) and Netbet (which trades as Sportingbet).
In summary, Lottoland alleged that Google terminated its access to Google Ads without justification while allowing access to its competitors, causing it financial harm and distorting competition in the market that Lottoland operates in, to the detriment of consumers.
Google contended that Lottoland’s offering of fixed-odds bets on the outcome of the national lottery in South Africa contravenes sections 57(1) and 57(2)(g) of the Lotteries Act. It submitted that in terms of its online advertising policies, which are designed to protect users, restrictions are placed on the promotion of certain gambling activities. Of particular relevance, the promotion of lotteries is limited to state-licensed entities and that this restriction is in place to ensure compliance with the provisions of the Lotteries Act.
Reasons for Decision
A non-confidential version of the Tribunal’s reasons will be published in due course once any confidentiality claims in relation to the reasons have been finalised with the parties involved. In deciding the matter, the Tribunal considered the following three factors holistically, balancing each factor against the other to determine what is reasonable and just:
• Evidence relating to the alleged prohibited practice;
• The need to prevent serious or irreparable damage to the applicant (Lottoland); and
• The balance of convenience.
Compliance Updates
IAGR confirms new Board members
The International Association of Gaming Regulators (IAGR) has announced the appointment of four new trustees to its Board, each bringing unique expertise and leadership to strengthen IAGR’s global regulatory efforts:
- Anders Dorph, Danish Gambling Authority (Europe)
- Peter Kesitilwe Emolemo, Gambling Authority of Botswana (Africa)
- Kevin Mullally, General Commercial Gaming Regulatory Authority (Asia/Oceania)
- Louis Rogacki, New Jersey Division of Gaming Enforcement (North America)
IAGR President Ben Haden said, ‘I’m delighted to welcome our four new trustees to the IAGR Board. Their diverse expertise and leadership across different jurisdictions will bring fresh perspectives to our work, further strengthening our global approach to gaming regulation.
‘I look forward to collaborating with Peter, Louis, Kevin and Anders as we continue to foster innovation and drive forward effective, responsible regulation for the benefit of the global gaming community.
‘We also extend a big thank you to Trude Høgseth Felde and Mabutho Zwane for their dedicated service as they complete their terms on the Board, and I’m pleased to announce that Jason Lane will continue for another term as a Trustee.’
As a leading forum for gaming regulators worldwide, IAGR enables members to meet, share information, discuss legislative developments, exchange views and learn best practices in gaming regulation.
In recent news, IAGR has also confirmed that its 2025 annual conference will be held in Toronto, Canada, from 20 to 23 October 2025, with registrations opening in early 2025.
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