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Compliance Updates

What Does Looser Legislation Mean for US Sportsbooks? Retaining and Attracting Players in an Expanding Market

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What Does Looser Legislation Mean for US Sportsbooks?: Retaining and Attracting Players in an Expanding Market
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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

Balkans

Expanse Studios Launches in Bulgaria with Inbet

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Expanse Studios, a leader in online gaming innovation, has secured a Bulgarian iGaming license and is now live on Inbet’s website. This expansion brings Expanse Studios’ popular game offerings including turn-based strategies gamified for iGaming, classic slots, traditional card games and the highly-acclaimed ones like Titan Roulette, Clown Fever Deluxe, Wild Icy Fruits, White Wild Whale and Joker Poker to Bulgarian players.

Diverse Gaming Portfolio Now Available to Bulgarian Players

With the Bulgarian market entry, Expanse Studios introduces a versatile gaming experience to Inbet’s platform. The offerings include a dynamic range of games tailored to diverse player preferences:

  • Turn-based strategy games: Leveraging gamification, these games transform traditional strategy gameplay into engaging iGaming experiences, suitable for both novice and experienced players.
  • Classic slots: Players will enjoy a variety of themed slots that combine traditional gameplay with modern graphics and sound.
  • Traditional card games: A selection of popular card games offer something for every card game enthusiast.
  • Titan Roulette: This standout feature, known for its immersive experience and innovative design, continues to be a favorite among roulette players.

Commitment to Quality and Compliance

Expanse Studios not only cultivates a diverse gaming library but also adheres to stringent regulatory standards to ensure a secure and fair gaming environment. The acquisition of the Bulgarian iGaming license is a testament to Expanse Studios’ commitment to compliance and excellence in the gaming industry.

The partnership between Expanse Studios and Inbet marks a significant milestone in Expanse Studios’ expansion efforts. By combining Expanse Studios’ innovative gaming solutions with Inbet’s established market presence, both entities are set to offer a superior gaming experience to players in Bulgaria and potentially beyond. As Expanse Studios continues to develop and release new games monthly, Bulgarian players can look forward to a continually evolving and enriching gaming landscape.

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Compliance Updates

EGBA Welcomes European Parliament’s Approval Of New EU Anti-Money Laundering Framework

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EGBA Welcomes European Parliament’s Approval Of New EU Anti-Money Laundering Framework
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The EU’s new anti-money laundering package aims to create a more consistent regulatory framework and will benefit online gambling operators by standardising AML rules and reporting requirements across member states.

Brussels, 24 April 2024 – The European Parliament has approved the EU’s new anti-money laundering (AML) package at its plenary sitting today, marking a significant milestone towards a new EU framework for combatting financial crime. The European Gaming and Betting Association (EGBA), representing Europe’s leading online gambling operators, welcomes the Parliament’s approval of the new AML package and believes the incoming rule changes will strengthen the EU’s approach to tackling money laundering.

The new package will contain:

  • single rulebook regulation – with provisions on conducting due diligence on customers, transparency of beneficial owners and the use of crypto-assets.
  • The 6th Anti-Money Laundering Directive – containing national provisions on supervision and national AML authorities, as well as on the access of authorities to necessary and reliable information, e.g. beneficial ownership registers.
  • The establishment of the European Anti-Money Laundering Authority (AMLA) – which have supervisory and investigative powers to ensure compliance with AML requirements, operating in conjunction with national AML authorities.

EGBA believes the new rules will benefit Europe’s online gambling operators by ensuring a consistent regulatory approach across EU member states. Another important feature, under the competence of AMLA, will be the creation of a harmonised reporting format for Suspicious Transaction Reports (STRs). This will ensure that Europe’s online gambling operators encounter the same STR requirements across all EU member states, thereby setting clear and consistent expectations that will reduce administrative burdens and costs.

To assist online gambling operators in complying with the EU’s new AML rules, EGBA has developed industry-specific guidelines on anti-money laundering which apply a risk-based approach and include practical measures that operators can take – on customer and business risk assessments, customer due diligence processes, suspicious transaction reporting, and record keeping. EGBA members already apply the guidelines and submit annual reports to EGBA that summarise their progress in implementing its measures. The guidelines are also open to all operators based in the EU and EGBA encourages operators to sign up to them.

The AML package now awaits formal adoption by the Council of the EU, expected in May, before being published in the EU’s Official Journal.

“We welcome the European Parliament’s approval of the new anti-money laundering package. The new framework will set high standards and ensure greater consistency in the application of AML rules across the EU. Online gambling operators, especially those operating in multiple countries, will benefit from a single rulebook and harmonised reporting requirements that will unravel national complexities. We will look to review our industry guidelines on AML to ensure their alignment with the new EU rules. By signing up to the guidelines, operators can already prepare themselves for the incoming changes in the EU rules and join our members in their efforts to proactively and positively contribute to the EU’s fight against money laundering.” – Dr. Ekaterina Hartmann, Director of Legal and Regulatory Affairs, EGBA.

 

Source: EGBA

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Australia

Crown Reinstated at Sydney Casino

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The NSW Independent Casino Commission has found Crown Sydney suitable to retain its casino licence after nearly three years of intensive remediation.

Chief Commissioner, Philip Crawford, said Crown has come a long way and must now demonstrate its long-term commitment to maintaining suitability.

“The NICC is confident the Crown we deemed suitable today has a strong model to keep operating into the future,” Mr Crawford said.

The NICC’s suitability assessment established that Crown Sydney has fundamentally reformed its business and is operating the casino within the objects of the Act, the requirements of the suitability deed, and in compliance with its regulatory obligations.

In addition to proving it can run the casino lawfully, Crown has remediated its business in other meaningful ways such as building a culture of transparency and accountability across its integrated resort.

“Hard work and transformation aside, the NICC has not forgotten the level of misconduct exposed in 2021 when Crown was found unsuitable,” said Mr Crawford.

“Crown Sydney has ongoing work to reach steady state and it must continue to lift standards and maintain its cultural transformation.

“There is and will always be room for improvement, but Crown is a changed business that is looking toward the future.

“Likewise, the NICC is a changed regulator with enhanced powers, a singular focus on casinos, and a mandate to address the risks of harm.

“This decision is a positive outcome for Crown Sydney, its staff, and the community – who can be sure the NICC will use all of its powers to keep the casino in check.”

In addition to the implementation of hundreds of new internal controls, the Bergin-based reforms have been reflected in a new licence and new regulatory agreement between Crown Sydney, the NSW Government and the NICC.

These agreements include updated settings, such as the removal of fetters to the NICC’s powers, as well as previous compensation trigger clauses that are no longer part of the casino legislation.

Mr Crawford said: “Crown cannot disregard the responsibility and privilege that comes with holding a casino licence. Crown Sydney’s ability to provide a destination hospitality and entertainment venue underpinned by the restricted gaming facility is contingent on its steadfast commitment to continuing suitability, accountability and compliance.”

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