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Comparing the iGaming industries of Europe and Australia – What to learn from each other

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The iGaming industry has seen significant growth in recent years, with Europe and Australia being two of the major players. While both continents boast thriving gambling markets, there are considerable differences in the way they approach regulation, market growth, and consumer protection. This article will explore these differences and what each region can learn from the other to enhance their respective iGaming sectors.

The State of iGaming in Europe

The European iGaming market has long been a global leader in the industry. With a diverse range of countries and regulatory frameworks, the European market offers an excellent case study for understanding the intricacies of iGaming regulation and innovation.

Regulation and Licensing

In Europe, the iGaming industry is heavily regulated, with each country having its own set of rules and regulations. While some countries, such as the United Kingdom, have a single regulatory body overseeing the industry (the UK Gambling Commission), others have multiple regulators responsible for various aspects of gambling.

The European Union has also played a significant role in shaping the iGaming landscape. Through the establishment of directives and regulations, the EU has fostered a more harmonized approach to iGaming across its member states. This has led to the development of standardized licensing processes and requirements, which has helped to create a more level playing field for operators.

Market Growth and Innovation

The European iGaming market has witnessed tremendous growth over the past decade, driven by advances in technology and an increasingly interconnected world. The industry’s growth has been further bolstered by the rapid adoption of mobile gaming, which has opened up new opportunities for operators and developers alike.

Innovation has been a key factor in the European iGaming market’s success. Operators have been quick to adopt new technologies, such as virtual reality and blockchain, to enhance the user experience and streamline operations. Additionally, the emergence of innovative business models, such as pay-per-play and social gaming, has helped to diversify the market and attract new customers.

The Australian Gambling Landscape

Australia is home to one of the most vibrant gambling markets in the world. While the Australian gambling industry shares some similarities with its European counterpart, there are also significant differences in the way it operates and is regulated.

Regulation and Licensing

In Australia, gambling regulation is primarily the responsibility of individual states and territories. Each jurisdiction has its own regulatory body and set of rules governing the industry. This has led to a more fragmented approach to iGaming regulation compared to Europe, with differing licensing requirements and regulations across the country.

Despite these differences, there have been efforts to harmonize regulation across the various Australian jurisdictions. The Interactive Gambling Act (IGA) of 2001, for example, provides a national framework for the regulation of online gambling, with the Australian Communications and Media Authority (ACMA) responsible for enforcement.

Market Growth and Innovation

The Australian gambling market has experienced significant growth over the past few years, fueled by the popularity of online betting and the rise of mobile gaming. This growth has been supported by a strong domestic industry, with numerous homegrown operators and game developers enjoying considerable success.

While the Australian market has been somewhat slower to adopt new technologies and business models compared to Europe, there are signs that this is changing. For example, the increasing popularity of blockchain-based gaming platforms and the emergence of social gaming experiences demonstrate that the Australian iGaming industry is beginning to embrace innovation.

Learning from Each Other

Despite the differences in their respective iGaming markets, there are valuable lessons that Europe and Australia can learn from one another. By examining these lessons, both regions can work towards creating a more robust, innovative, and sustainable iGaming industry.

Adopting a More Harmonized Regulatory Approach

Both Europe and Australia can benefit from adopting a more harmonized regulatory approach. In Europe, the efforts made by the EU to standardize licensing processes and requirements have helped create a level playing field for operators. Australia can take a cue from this approach and work towards fostering greater consistency in its gambling regulations across various states and territories. This would not only simplify the licensing process for operators but also provide a more cohesive framework for consumer protection.

Conversely, European countries can learn from Australia’s experience with the Interactive Gambling Act (IGA) and the role of the Australian Communications and Media Authority (ACMA) in enforcement. By establishing a centralized regulatory body to oversee the iGaming industry, Europe could streamline its regulatory processes and ensure more effective enforcement of gambling laws.

Embracing Innovation and New Technologies

Both regions can learn from each other when it comes to embracing innovation and new technologies. While Europe has been a frontrunner in adopting virtual reality, blockchain, and other emerging technologies, there is still room for improvement. The Australian market’s growing interest in blockchain-based gaming platforms and social gaming experiences can serve as an inspiration for European operators looking to diversify their offerings and attract new customers.

At the same time, Australian operators can look to their European counterparts for guidance on how to capitalize on the opportunities presented by mobile gaming and other innovative business models. By learning from Europe’s experiences with pay-per-play and social gaming, the Australian iGaming industry can continue to evolve and grow.

Fostering Responsible Gambling Practices

Responsible gambling is a critical aspect of the iGaming industry, and both Europe and Australia have a lot to learn in this regard. Europe’s focus on consumer protection, including the implementation of self-exclusion programs and stringent age verification processes, can serve as a model for Australia as it continues to develop its responsible gambling initiatives.

On the other hand, Australia’s commitment to research and education around problem gambling can provide valuable insights for European countries. By sharing knowledge and best practices, both regions can work together to create a safer and more responsible iGaming environment for all.

Players’ Mentality: Europe vs. Australia

The players’ mentality is an essential aspect to consider when comparing the iGaming industries in Europe and Australia. Understanding the preferences, habits, and motivations of players in these regions can help operators tailor their offerings and marketing strategies to better serve their target audience.

European Players: Diversity and Sophistication

European players are known for their diverse preferences and sophisticated tastes. With a wide variety of cultures and languages within the continent, players have unique preferences when it comes to game types, themes, and gameplay features. This diversity has led to the development of a vast array of games tailored to cater to the varied tastes of European players.

One of the key traits of European players is their affinity for skill-based games, such as poker and sports betting. These games require an element of strategy and knowledge, which appeals to the competitive nature of many European gamblers. Additionally, European players tend to gravitate towards live dealer games, which offer an immersive and interactive experience that closely resembles playing in a brick-and-mortar casino.

Australian Players: Passion for Pokies and Sports Betting

Australian gambling culture has a strong focus on pokies, also known as slot machines, which are immensely popular across the country. This preference for pokies can be attributed to their widespread availability in pubs, clubs, and casinos, as well as their simplicity and potential for significant payouts.

In addition to pokies, Australian players have a deep-rooted passion for sports betting. This enthusiasm for sports betting is driven by the country’s rich sporting culture, with popular markets including Australian rules football, rugby, cricket, and horse racing. The rise of online sports betting platforms has further fueled this passion, offering players a convenient way to place bets on their favorite sports and events.

Regional Game Preferences: Insights and Opportunities

By understanding the game preferences of players in Europe and Australia, operators can identify opportunities to tailor their offerings and expand their market reach. Comparing the popularity of different game types and formats in each region can also provide valuable insights for game developers looking to create new and innovative products.

European Game Preferences: A Diverse and Evolving Market

The European iGaming market is characterized by its diverse game preferences, with players enjoying a broad range of options, from classic casino games to innovative skill-based offerings. Table games, such as roulette, blackjack, and baccarat, remain popular among European players, who appreciate the combination of strategy and chance these games provide.

In recent years, the European market has also witnessed a growing interest in live dealer games, which offer an immersive and interactive gaming experience. This trend has been driven by advances in streaming technology and the increasing availability of high-speed internet connections, which have made it possible to deliver high-quality live casino experiences to players across the continent.

Australian Game Preferences: A Focus on Slot machines and Sports Betting

In contrast to the diverse game preferences of European players, the Australian market is heavily focused on slots and sports betting. The popularity of pokies can be attributed to their simplicity and potential for significant payouts, as well as their widespread availability in pubs, clubs, and casinos across the country.

Sports betting is another dominant feature of the Australian iGaming market, driven by the nation’s rich sporting culture and the increasing accessibility of online betting platforms. This strong focus on sports betting presents opportunities for operators to develop innovative betting products and platforms tailored to the preferences and habits of Australian players.

Adapting to Regional Preferences: Strategies for Success

By understanding the differences in players’ mentality and game preferences between Europe and Australia, operators and game developers can adapt their strategies for success in each region. This includes tailoring game offerings, marketing campaigns, and customer support services to cater to the unique preferences and expectations of players in these markets.

In conclusion, the iGaming industries of Europe and Australia have much to learn from each other. By adopting a more harmonized regulatory approach, embracing innovation and new technologies, and fostering responsible gambling practices, both regions can work towards creating a more robust, innovative, and sustainable iGaming industry. By learning from each other’s successes and challenges, Europe and Australia can continue to be global leaders in the ever-evolving world of iGaming.

Writer: Valentina
Proofreader: Said

Australia

Crown Approved to Retain its Melbourne Licence

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Crown Approved to Retain its Melbourne Licence
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The Victorian Gambling and Casino Control Commission (VGCCC) has ruled Australian casino giant Crown Resorts can keep its Crown Melbourne casino licence.

The full Commission decided that Crown Melbourne has addressed the failings identified by the 2021 Royal Commission into the Casino Operator and Licence.

Commission Chair Fran Thorn said that the Royal Commission detailed how Crown Melbourne had breached its legal, social and moral obligations, resulting in illegal activities, tax avoidance, money laundering, criminal associations and significant harm to vulnerable community members, ultimately finding Crown Melbourne unsuitable to hold the Melbourne Casino Licence.

“Despite the enormity of its findings, the Finkelstein Royal Commission recommended Crown be permitted to continue operating under stringent independent oversight conditions for two years, determining it had the will and capacity to transform itself to again become suitable, which would be to Victoria’s benefit,” she said.

The Victorian Government responded decisively to the Royal Commission’s findings, appointing a Special Manager to oversee Crown Melbourne’s operations and remediation. It also established the VGCCC as a new regulator focussed solely on the gambling industry and created a specific set of enhanced powers with respect to the Melbourne casino.

The Commission was given the responsibility of deciding whether it was clearly satisfied that Crown Melbourne had returned to suitability and whether the Melbourne Casino Licence remained in the public interest. In making its independent determination, the Commission carefully considered the reports of the Royal Commission and other relevant inquiries, the reports of the Special Manager. Those reports considered the steps Crown Melbourne had taken to address the matters identified by the Royal Commission and the measures to ensure they would not be repeated.

Commissioner Thorn said the Special Manager’s final report concluded that Crown Melbourne has remediated the failings exposed in the Royal Commission and established the critical foundations needed to achieve sustainable overall transformation in coming years.

“There was no evidence of maladministration or illegal or improper conduct indicative of the serious and systemic failures previously identified by the Royal Commission, and these failings had been addressed,” she said.

Commissioner Thorn said that Crown Melbourne had demonstrated to the satisfaction of both the Commission and the Special Manager that it had introduced extensive reforms to prevent or reduce gambling harm, financial crime and money laundering. It has also addressed systemic risk management failures and strengthened its integrity framework.

“During our investigations, we observed a different Crown Melbourne emerging with a clear understanding of the privilege and obligations of holding the Melbourne Casino Licence,” she said.

The Commission’s decision was also supported by Crown Melbourne’s comprehensive transformation plan, required by the Special Manager, against which it will continue to be held accountable going forward.

“That transformation plan will be at the heart of our oversight, along with Crown’s legal and social obligations, and provides the next level standard for Crown Melbourne. The Commission will require Crown Melbourne to deliver further transformation through a statutory direction that will be issued shortly,” she said.

Along with the VGCCC’s strengthened oversight regime and enforcement powers, the VGCCC has established a new, specialist Casino Division providing confidence that Crown Melbourne will be held stringently accountable in the future, including for its ongoing transformation.

Commissioner Thorn said: “In return for the privilege of an exclusive licence, Victorians have a right to expect that Crown Melbourne will never again prioritise profit ahead of the safety and wellbeing of its patrons and staff or over compliance with its legal and social obligations.

“Crown Melbourne must continue to seek to rebuild and earn public trust by demonstrating the good character, honesty and integrity that are necessary to remain a suitable casino operator. We put Crown on notice that this Commission will not hesitate to act if the privilege of holding the casino licence is again abused.”

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Australia

BetMakers CFO Anthony Pullin Resigns

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BetMakers CFO Anthony Pullin Resigns
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BetMakers Technology Group has announced the resignation of its Chief Financial Officer (CFO) Anthony Pullin.

Pullin had been with BetMakers for over five years and has played a key part in helping with the business’ growth and development, according to the company.

The outgoing CFO’s last day will be on Wednesday 27 March 2024, with the process said to be already underway to employ a replacement for Pullin, with BetMakers set to provide a market update on the matter shortly.

In the meantime, BetMakers Group Financial Controller, Warrick Van Der Merwe, will act as the interim CFO. Van Der Merwe has been with the company for around three years and previously led the Australian and Group financial reporting teams, reporting directly to Pullin.

Jake Henson, CEO of BetMakers, said: “We thank Anthony for his significant contribution to BetMakers. Over the past 5 years Anthony has been a valued senior team member, adding financial rigour to our business.

“He leaves BetMakers in a strong position, with the foundations now in place for the Company to achieve profitability. We wish Anthony all the very best for his future endeavors where I have no doubt he will be an extremely highly valued team member.”

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Australia

Rabbitohs and Bulldogs Pledge Three More Years to Tackle Sports Betting Advertising

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Fans of the South Sydney Rabbitohs, Canterbury-Bankstown Bulldogs and the NRL will enjoy more games with less sports betting advertising thanks to extended partnerships with the New South Wales government’s Reclaim the Game initiative that will see commitments from both clubs continue for another three years.

Both extensions come after two successful years partnering with Reclaim the Game, with meaningful contributions made to changing attitudes towards sports betting across their respective communities.

The 2023 Reclaim the Game survey shows that Rabbitohs and Bulldogs supporters are now much more aware of where to seek support for issues with gambling.

Since forming the partnerships, members and fans have shown a marked increase in awareness of GambleAware services, with around one in three Rabbitohs and Bulldogs supporters now aware of the dedicated website and helpline.

To continue their stance against betting advertising, both clubs agree to not display betting ads at their home games, to promote Reclaim the Game through their communication channels and continue to educate players, staff and fans about gambling risks.

The Rabbitohs and Bulldogs go head-to-head this Friday, March 29, at Accor Stadium Homebush.

Since launching in 2020, the New South Wales government’s Reclaim the Game program has been a huge success, now boasting eleven partners across five codes including AFL, A-League, cricket, NBL and NRL. Through the support, the initiative has reached millions through more than 260 games, both on television and in stadiums. For more information visit: www. Gambleaware. nsw. gov. au/resources-and-education/awareness-campaigns/reclaim-the-game. If you or someone you care about needs support or advice, please call GambleAware on 1800 858 858 for free and confidential help and support 24/7.

“NRL games draw huge crowds and receive extensive media coverage,” the Director of the Office of Responsible Gambling, Alison Parkinson, said. “The NRL is highly intertwined with betting advertising and sponsorships, increasing the risk of gambling harm among fans. The Rabbitohs and Bulldogs have been pioneers against the saturation of betting ads in the NRL, helping to make their game days a family-friendly experience.

“Family traditions often shape support for a club and attitudes towards gambling can also be passed down through generations. We are pleased to see the Rabbitohs’ and the Bulldogs’ commitment to addressing this issue, highlighting the potential harms that gambling can cause individuals, families and society.”

“We are thrilled to extend our partnership with Reclaim the Game,” the Chief Executive Officer for the South Sydney Rabbitohs, Blake Solly, said. “Its commitment to being part of a positive social movement aligns with the values of our club and we are excited to continue working together to challenge the notion that gambling is a normal part of sport.”

“In 2022, we joined forces with Reclaim the Game to say no to sports betting advertising,” the Chief Executive Officer for the Canterbury-Bankstown Bulldogs, Aaron Warburton, said. “It was a first of its kind partnership for our club and one we are extremely proud of, challenging the notion that betting is a normal part of the game.

“Rugby league is one of the most entertaining sporting experiences on offer and we firmly believe that our members and fans should be able to watch and enjoy this great game without constant advertising from sports betting companies. The contests, rivalries, skills and personalities within our game are what make it so attractive to millions of viewers and we couldn’t put it better than to say, don’t let a bet take you away from the game.”

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