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Netherlands Moves to Ban Untargeted Gambling Advertising

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In an effort to allegedly curb gambling addiction, the Netherlands has laid the groundwork for a comprehensive ban on untargeted gambling advertising.

Gambling advertising is set to take a significant hit in the Netherlands. The local government plans on setting a comprehensive ban on untargeted ads, in an attempt to reduce gambling addiction.

Online gambling became legal in the Netherlands in October 2021. Since then, the local gaming authority, Kansspelautoriteit, has issued licenses to more than 20 companies. This has naturally led to an increase in gambling advertising as well, with operators looking to increase their player count.

Authorities took notice and quickly began to phase out gambling advertising. One of the first moves lawmakers made to control gambling advertising was to stop celebrities from appearing in the ads. While celebrities, and retired football players in particular, were a common sight in gambling ads, this was soon brought to a stop.

Understanding the Ban on Untargeted Advertising

An argument at the centre of this discussion is the protection of vulnerable groups. In the case of online gambling, Dutch authorities determined that young adults, ages between 18 and 24, should be considered a vulnerable group.

Minister for legal protection Franc Weerwind has been developing regulations to protect these vulnerable groups from untargeted advertising.

As the name itself suggests, untargeted advertising refers to any kind of ad that isn’t aimed at one specific group. Some examples would include ads on bus shelters, billboards, signposts. Unlike online targeted advertising, untargeted advertising is there for all to see.

“We are already seeing a shift in marketing budget spendings of our partners, from the regular media channels to the affiliate channel. We expect this to continue in the coming months. Especially after the new law comes into force in July, we will work even more intensively with most parties,” says Michael Fancher CCO of Onlinecasino.amsterdam.

Football in particular is set to take a big hit. You’ve probably noticed an increase in gambling advertising on uniforms and stadiums. Betting sites and online casinos have been investing a significant amount in advertising sporting events. That obviously makes a lot of sense, considering that sports fans are also likely going to be drawn to betting.

Advertising in sporting events, however, also falls under the untargeted advertising umbrella. This means that football teams and other organisations must find a suitable replacement. Because of the large sums of money involved, authorities are willing to hold the ban back for a few years.

While the first set of regulations on untargeted gambling advertising is set to roll out as early as July 2023, sports teams will have a “grace period” of sorts. A ban on event sponsorship is already scheduled for 2024. Teams, meanwhile, will have until 2025 before the ban also hits them. This two-year period is in place to give them enough time to find a suitable replacement.

Fines for companies not in accordance with the new regulations could be quite hefty, as there are some examples to go by. JOI Gaming and Toto Online were initially issued warnings, and later fined, for targeting ads at vulnerable groups. The fines were reportedly as high as €400,000.

Untargeted Advertising and Gambling Addiction

Is there really any relation between untargeted gambling advertising and growth in gambling addiction?

Recent research has shown the opposite. A recent report by the National Alcohol and Drug Information System shows that gambling addiction has gone down over the last two years.

At the same time, a recent survey by Nielsen shows that gambling advertisement spending has gone up by as much as €15 million. While companies have spent more on advertising, this number hasn’t necessarily translated into gambling addiction – quite the opposite.

These numbers, of course, also include untargeted ads. The World Cup was one of the driving forces behind this sudden jump in investment. And it is no secret that the World Cup is a big opportunity for untargeted advertising. Yet, gambling addiction continued to go down.

At the end of the day, most signs point out that gambling addiction and gambling advertisements aren’t necessarily related.

There is also legislation already in place to protect these vulnerable age groups. Gambling ads will usually air past 10:00 pm, for example.

What Now for Gambling Advertising in the Netherlands?

Setting aside the debate about untargeted advertising, one thing is certain: gambling companies in the Netherlands will take a significant hit once the new legislation rolls out. How can online casinos and other gambling operations make up for the ban?

One viable solution has always been there: online ads. Targeted advertising is still legal, and gambling companies can still use Google for advertising. Email ads are also an option, and still relevant to target specific groups of potential users.

Of course, the ban on untargeted advertising is currently restricted to the Netherlands. In other words, companies can still turn their attention to international events. It’s still perfectly legal to advertise in big international competitions, like the World Cup or the Champions League. Naturally, Dutch viewers, whether through streaming or conventional broadcasts, will get to see these ads.

While the ban on untargeted advertisements will inevitably have a negative effect, it’s not the end of the road for gambling advertisements in the Netherlands. There are still plenty of ways to get the message across, but it will require a bit of a rethink on how to do it in the most effective way.

Industry News

CT Gaming Introduces “Tournaments” Module

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CT Gaming’s Casino Management System has been a cornerstone of the product offerings for nearly a decade. It has continuously evolved to meet the industry’s and the client’s changing needs. One of the most exciting recent developments is the introduction of a separate module dedicated to tournaments.

The new feature represents a significant advancement in the company’s capabilities and offers a range of benefits for both operators and players. The tournament module enables a variety of competitive formats, allowing for dynamic competitions between players, software applications, gaming machines and even specific games. This flexibility means operators can create and manage tournaments tailored to their unique audience and strategic goals.

For players, the tournament module enhances the gaming experience by introducing an element of competition and excitement. It encourages engagement and loyalty by providing opportunities to compete for prizes and recognition. The ability to participate in tournaments adds a new layer of interaction, making the gaming experience more immersive and enjoyable.

Additionally, the module’s integration into the company’s Casino Management System ensures operators can easily track and manage tournament activities. This includes real-time monitoring of player performance, automated scorekeeping and detailed reporting on tournament outcomes. Such features not only streamline the management process but also provide valuable insights that can be used to refine future tournaments and promotions.

The implementation of this module underscores CT Gaming’s commitment to staying at the forefront of technological advancements in the gaming industry. By continuously enhancing the Casino Management System, the company aims to provide its clients with cutting-edge tools that drive engagement, optimise operations and ultimately contribute to their success. The company believes that this new module will be a game-changer for the clients, offering them a powerful new way to attract and retain players while setting a new standard for competitive gaming experiences in the casino environment.

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Industry News

Kambi charts over 20 years of sportsbook evolution with the “Kambi Founders’ Story”

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Kambi charts over 20 years of sportsbook evolution with the “Kambi Founders’ Story”
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Interactive resource recounts the Kambi journey from inception to becoming the world’s leading sports betting supplier

Kambi, the world’s trusted sports betting partner, has launched the Kambi Founders’ Story, an interactive resource outlining the company’s journey to becoming the industry’s leading sports betting supplier.

Featuring interviews with key figures from throughout the company’s history including Co-founders Kristian Nylén and Anders Ström, as well as Kambi Sportsbook MD Erik Lögdberg, the Founders’ Story charts more than two decades of Kambi’s history, from the halls of Sweden’s Karlstad University to milestones such as creating history by processing the first legal online bet in the U.S.

The Founders’ Story also charts the evolution of the sports betting industry, taking in landmarks such as the dot-com boom and the birth of live betting to the broadening influence of the B2B sportsbook model.

Officially founded in 2010 and gaining independence in 2014 with its listing on the Nasdaq Stockholm First North, Kambi has gone on to become the foremost provider of sportsbook technology and services to the regulated betting and gaming industry, with partners including BetPlay, LeoVegas, Kindred Group, Rush Street Interactive and Paf, Kambi’s first partner signing back in 2010.

Kristian Nylén, Kambi CEO and Co-founder, said: “Kambi’s journey is unique within the sports betting sector, and as I step up to the Board of Directors and welcome incoming CEO Werner Becher, I am pleased to be able to look back with pride and share it with the industry through this Founders’ Story.

“The business has grown from an idea between university friends to become the clear leader in its field, and as the Kambi Group continues to enhance its delivery with an expanding range of modular services including AI-driven odds feeds, front-end UX and esports, it is a journey that is only just getting started.”

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Cryptocurrency

Betting on Crypto: How Crypto Casinos are Driving Mainstream Adoption

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Betting on Crypto: How Crypto Casinos are Driving Mainstream Adoption
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Author: Scott Major, CCO, Transact365

In the digital age, two revolutionary trends are converging to reshape the landscape of financial entertainment: cryptocurrencies and online gambling. At the forefront of this intersection are crypto casinos, innovative platforms that are not only leveraging blockchain technology but also driving the widespread adoption of digital currencies.

By integrating digital assets into an engaging and familiar activity like gambling, crypto casinos are introducing a wider audience to the practical uses of blockchain technology. Conversely, the growing popularity of cryptocurrencies is attracting more users to online gambling platforms, expanding the reach of such platforms to tech-savvy individuals who prioritise privacy and decentralisation.

Crypto Casinos: Pioneering Adoption

Crypto casinos represent a new frontier in the gambling industry, leveraging blockchain technology to offer players a secure, transparent, and decentralised gaming experience. By accepting cryptocurrencies like Bitcoin, Ethereum, and others, these platforms provide users with unparalleled privacy, faster transactions, and lower fees compared to traditional fiat currency casinos. This alignment with the ethos of decentralisation and financial sovereignty inherent in cryptocurrencies has attracted a growing number of tech-savvy users and early adopters to the world of online gambling.

Moreover, crypto casinos are not just leveraging cryptocurrencies; they are actively promoting their adoption. In fact, crypto casinos are expected to become more mainstream by the end of 2024.  Players who may have been previously unfamiliar with digital assets are now acquiring and using them for entertainment purposes, thereby integrating cryptocurrencies into their everyday lives. This increased exposure to cryptocurrencies through gambling fosters a deeper understanding and acceptance for their utility and benefits beyond the gaming sphere. Therefore, as cryptocurrencies gain wider acceptance, more traditional gamblers are likely to explore crypto gambling options. This trend could expand the market share of crypto casinos within the overall online gambling industry.

The Ripple Effect: Cryptocurrencies and Online Gambling

Cryptocurrencies are also revolutionising the online gambling industry by addressing long-standing challenges related to payment processing. One of the critical barriers for traditional online casinos has been the inefficiency for certain underbanked sectors and at times costliness of payment solutions –  exacerbated by stringent regulations and geographical limitations. Cryptocurrencies circumvent these hurdles by offering a decentralised payment method that operates across borders with minimal fees and swift transaction times.

An efficient payment solution is paramount to maximising the synergy between cryptocurrencies and online gambling. Crypto casinos have capitalised on blockchain technology’s ability to facilitate instant and secure transactions, ensuring seamless deposits and withdrawals for players worldwide. This efficiency not only enhances the user experience but also expands market reach by attracting players from regions where traditional banking systems may be unreliable or inaccessible.

Harnessing Efficiency for Growth

By streamlining financial transactions through blockchain technology, crypto casinos are able to offer competitive advantages that resonate with today’s digital-first consumers. This includes faster payouts, reduced transaction fees, and heightened security measures that inspire trust and confidence among players.

The rise of crypto casinos is not merely a trend but a transformative force that is propelling the adoption of cryptocurrencies and reshaping the online gambling industry. By embracing blockchain technology and user-friendly crypto and local payment solutions, these platforms are fostering a symbiotic relationship that not only benefits both industries but most importantly the customers alike.

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