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What USA needs to learn from European gambling

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The US and European markets are diverse: one, well established with decades of operational and regulatory experience, the other, on the cusp of what’s hailed as the new digital gold rush.

As the birthplace of online casinos and sportsbooks, European jurisdictions and operators have perfected the online gambling experience and regulatory framework through decades of experience. While, in the USA, the first state launched legal NJ online gambling in 2013, with the latest state, Connecticut, going live just two weeks ago. Previously, onshore gambling was not permitted, and offshore casinos proffered their services to US customers.

With gambling revenue now flooding into several states (the iGaming market was worth $2,178.29 million in 2020) and more looking to legalize, discussing what the US market can learn from Europe is a key discussion point.

US casinos vs Europe casinos

The US gambling market is highly complex. In each state that has legalized the activity, there is an individual regulatory body, set of rules, and licensing procedure, with each operator and supplier requiring state-by-state licensing. While there are some similarities across the board, such as all gambling states linking licenses to land-based casinos (only land-based casinos can apply for gambling skins; hence online operators must partner, then apply), there is no standardization procedure, and implementation times depend on each licensing authority.

This means breaking into the US market is challenging for operators and suppliers, with most starting in the largest market, New Jersey, before expanding to other states, creating a bottleneck.

As a result, US online casinos are smaller than European sites, with game lobbies maxing out at around 10000 titles and usually featuring no more than a handful of suppliers. The newest, launching with as few as 100 titles. In contrast, Europe has mega gambling brands (only a few of whom currently operate in the US, like 888 and Betway), with thousands of licensed suppliers and operators, meaning the only restriction of the size of online casinos is the operator’s budget, not availability. This also leads to more innovative European online platforms that pioneer the latest gaming and player trends, like VR casinos and gamification.

The most important lesson that the US can learn from Europe in this respect is how to scale the market, allowing standardization of gambling regulations and potentially even licensing agreements across states (similarly to how the UKGC worked in EU gambling jurisdictions, pre-2015). This would facilitate the quicker implementation of licenses for operators and suppliers, allowing the market and products to grow faster in a more innovative and competitive setting. 

Marketing strategies

European and US gambling marketing strategies are quite different. In the USA, Gambling advertisements are protected under the first amendment, so as long as the details advertised are correct, there’s no issue. There is also the widespread practice of sports sponsorship, making the market very visible.

European jurisdictions used to be more open to gambling advertisements, but things have changed drastically over the last five years, with markets like the UK strictly controlling the content and placement of gambling advertisements, even banning it during sports events, and removing sponsorship logos from kits. For the most part, these changes reflect a firmer stance on responsible gambling: not excessively advertising or tempting players, not placing advertising where underage gamblers can access them, and not using bonus terms unfairly to misconstrue deals.

The fact that EU markets have moved from a more liberal marketing stance to a more controlled one, based on responsible and fair gambling measures, means there’s a lesson to be learned here from a player safety perspective.

Legislation differences

We touched a little on regulation when looking at the differences between US and EU casinos, but what we didn’t cover is that the land-based casino – online skin licensing system puts a total cap on the gambling market in each state. This doesn’t exist in Europe and leads to a much tighter regulatory approach as there are fewer licensee holders, making new measures easier to implement. 

In contrast, the European market isn’t capped in numbers, leading to a more competitive and innovative market, but one that is ultimately harder to control. Many argue that we are now seeing the effects of this, with different European markets hastily implementing renewed measures (like the UK and German jurisdictions limiting spin speeds on slots, bonus sizes, advertising, and other factors) that forget online gambling is a source of entertainment and make a return to offshore options more tempting for players.

As you can see, there are both advantages and disadvantages to the differences in the regulatory approaches. Ultimately, with similarities in the cross-border market makeup, the US should use Europe as a test case, examining what works and what doesn’t for best practice, aiming to build a robust gambling industry that keeps players gambling safely and onshore.

Compliance Updates

1Click Games receives the prestigious ISO 27001 Information Security Certificate

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The ISO 27001 certificate is a worldwide information security management standard that allows organizations in the online gambling industry and other sectors to manage asset security. It establishes, in particular, how information security risk management processes should be built and what controls should be used. ISO 27001 certification allows 1Click Games to offer additional guarantees to our customers regarding information security and data processing.

This year, the compliance of 1Click Games with ISO 27001 international standards was checked by one of the world’s leading independent auditors. The auditors assessed how our services comply with the requirements of the International Organization for Standardization, including management processes, the use of technologies and equipment. The analysis showed that the risk management system in the services is built and developed on the basis of the best world practices and fully provides the necessary information protection.

Maxim T., CEO at 1Click Games, says: “Data protection is one of the cornerstones of our business, and ISO 27001 certification demonstrates how seriously we take this responsibility and these strict standards. The certification process, took many hours of detailed checks. However, along with the satisfaction of the result, we recognize that this is only part of our ongoing responsibility to ensure the maximum possible safety of our customers. Besides, information security is never a static process, and in order to continue to set our services at the highest possible level, we requested one of the strictest certificates — ISO 27001 — and received it.”

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Gaming

Top 5 latest charming iGaming brands out of the European Market

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It is no secret that the iGaming market is on the rise, with new iGaming operators and software providers constantly appearing. It might be, therefore, difficult to find those with unique offerings. We have put together a list of some of the rising stars of the industry present on the European market.

AFUN

AFUN Entertainment Group specializes in game development, payment system development and product data analysis. It is among the best legally licensed Sportsbook and iGaming platforms, with more than 1,500 game products and 30,000 sports events.

Present across Europe, America and Asia, the AFUN Group is licensed by Curaçao and has obtained an offshore gaming license from the Gambling Commision of the Government of Malta. With over 20 years of experience, the company has recently entered Latin America with one goal in mind: to guarantee the best online experience and provide each user with a personalized gaming experience on a trustworthy platform. It has already shown promising growth on the Brazilian market.

Check out their website with a wide range of games and keep up with the latest updates through their LinkedIn page.

Wazdan

Wazdan leads the way on innovation in casino content development. With a portfolio of over 150 cross-platform casino games, the company promises amplified performance and revenue growth.

The company adopts a partner-centric approach, offering tailored services and products that best align with their clients’ growth strategy. Wazdan also aims to stay innovative by constantly expanding its cutting-edge player-engagement suite, while respecting all the requirements of the regulatory regimes, promoting responsible gaming.

The company has been in the market for 10+ years pushing iGaming technology forward, which undoubtedly earns a place for them on our list.

Softswiss

Softswiss offers software for online casinos and bookmaking websites. What makes this company stand out is that their products can be delivered as standalone solutions or combined into a single iGaming Platform.

Softswiss was awarded the Best Online Casino Provider in the Nordics 2022 (B2B) award at the Baltic and Scandinavian Gaming Awards. Beyond its casino platform – an exceptional, scalable, iGaming platform with high-speed of operation and intuitive management – the company’s portfolio includes:

  • Game Aggregator – Bringing together 170+ casino game studios with over 11,000 mobile-friendly games via a single API integration
  • Softswiss Sportsbook – A unique high-performance platform for sports betting operations
  • Affilka – Affiliate Management Platform
  • Jackpot Aggregator – Enabling customized jackpot campaigns
  • Softswiss Lottery Terminal – An all-in-one lottery system for any land-based operation

With such a wide range of offerings and further services, including anti-fraud support, player retention and content management, the company deserves this spot on the list.

Stakelogic

Best known for its online slots and live casino games, Stakelogic offers a wide selection of casino games and works with over 500 operators in 20+ countries. The company’s slogan ‘Think Bigger’ highlights its commitment to innovation, as the company constantly works to revolutionize the online gaming industry.

Stakelogic creates graphic slots and live casino games that represent the most advanced online games available on the market. Every product is tweaked and tuned to the level of ultimate user experience.

Over the years, the company has collected 7 awards for its outstanding performance. With 10+ live studios, 3 game shows and 250+ unique slots, Stakelogic is changing the way players play.

Apparat Gaming

Apparat Gaming is a relatively new player on the iGaming market, but is already showing promising results. Founded in 2020 by a team of industry veterans, the company is on a mission to develop “slot games with a German accent”.

Apparat Gaming develops slots of the highest artistic quality, with German technical standards. The company secured a licence from the Malta Gaming Authority in 2021 and has since become the trusted supplier of online content for operators in Germany and other European markets.

As the last contender on our list, Apparat Gaming delivers on the German stereotype: high-quality products, reliability and commitment. And absolutely no sense of humor. This is iGaming with a German Accent.

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Latest News

Fasten your seatbelts – Pilot from Gamzix is out!

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Fasten your seatbelts – Pilot from Gamzix is out!
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Gamzix, igaming development studio, has announced the release of its first crash game “Pilot”. This is the 30th game from Gamzix provider. To celebrate this small anniversary was released something as good as video-slot, but different.

There are 3 essential facts of the crash game “Pilot”:

– 2.4 Mb weight. It’s from 30% to almost 350% lighter than competitors have.
– Different skins. All skins will be under the same game ID, so there is no need to add a new game. Also, there is a plan to add new skins every month and there will be a lot of thematic skins for sport events, holidays etc.
– Pilot is supported via web view (Telegram/Viber/WhatsApp and others).

“First Crash Game in Gamzix portfolio, and we can’t be more proud and excited about it. Because every time we do something different, every team-member sees his/her growth in real time. And this is preparing us for the new big jump”, – Alexandr Kosogov, CEO at Gamzix.

Enjoyable sounds with imitation of plane take off fulfill every round of the game. There is an ability to change skins for individual casinos, fair play and support for 22 localizations and for all types of currencies (FIAT+Crypto).

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