With iGaming regulation changing in multiple European and Latin American markets, Paysafe’s Rory Howard considers the invaluable role of payments

By Rory Howard, GM of iGaming for EMEA, Paysafe

After enacting new gambling legislation at end-2023, Brazil is expected to launch its iGaming market on January 1^st. With 215m people, Latin America’s most populated country is almost certain to rapidly become a major global jurisdiction. Annual gaming revenue is forecast to grow to $4.9bn within five years, according to Vixio.

While the new Brazilian market offers an important opportunity for operators, licensing includes significant regulations to negotiate, including around payments. With other markets also enacting or considering more robust iGaming regulation, the operators that successfully navigate this new space can make change pay.

From Sao Paulo to Sweden via the UK

In April, Brazil published an Ordinance on operators’ payment requirements, preventing players from depositing using credit cards, cash, cheques, pay slips, bank slips and cryptocurrencies. Withdrawals of winnings will only be possible via electronic transfer between the operator and the player’s bank account, which must be a financial institution authorized by the Brazilian Central Bank.

Such restrictions, especially around credit cards, are part of a broader global trend to promote responsible gambling. In neighbouring Argentina, the Buenos Aires legislature is currently considering a bill to ban credit cards and social assistance debit cards for online betting in the capital region’s regulated market.

Over in the UK, operators have not been able to offer credit card deposits since the Gambling Commission restricted this in April 2020. More recently, the UK government’s Gambling Act Review white paper, which was released in April 2023, has resulted in more robust know your customer (KYC) checks for operators, including on affordability. From August all UK bettors depositing a net £500 needed to be checked, lowered to net deposits of £125 from February.

And UK operators are also facing marketing restrictions. From summer 2026, front-of-shirt Premier League football club sponsorships will no longer be an option following the association’s voluntary ban. In addition, the government is currently considering whether bonuses should be tightened, though it appears unlikely that the UK will go as far as Brazil’s complete ban on bonusing and free bets.

The UK isn’t the only European country strengthening its iGaming regulatory framework, with Sweden only allowing operators to offer players a single sign-up bonus following the Scandinavian country’s re-regulation of the market in 2019. More recently, the Swedish gambling regulator has come out in favour of the government’s proposed ban on credit cards for iGaming from April 2025.

Playing and paying it forward

With Sweden’s eastern neighbour, Finland, looking to liberalize its government monopoly with a licensing system for private operators by early 2027, the only constant when it comes to iGaming regulation is change. While regulatory change providers operators with opportunity, they need to have a solid strategy in place.

The global regulatory space is highly complex and diverse, so it’s essential for operators to develop a robust compliance framework that covers all the different legal requirements for each global market. Against the backdrop of the responsible gambling shift, KYC protocols have never needed to be more granular, requiring automation and specialised software for the highest accuracy and efficiency.

Payments are an indispensable element in negotiating the new regulatory landscape. Every market is unique, including when it comes to payments. If a jurisdiction restricts credit cards or other payment methods, operators’ cashiers need to include alternatives such as digital wallets, eCash or even pay-by-bank options to ensure players don’t abandon a brand before they become a customer.

With markets restricting bonuses and other marketing channels like sponsorships, operators need to ensure they are getting payments right. Payments – including quick payouts and deposits and the availability of preferred payment methods – are much more important factors in players’ selection of online sportsbooks than sign-up offers and sports sponsorships, according to Paysafe’s 2024 research.

More broadly, it’s also vital for operators to choose the right payment provider. Partnering with a payments company with global experience and which offers a comprehensive range of its own and third-party payment solutions, including local payment methods (LPMs) like Brazil’s Pix, will enable operators to effortlessly tailor their cashiers to a particular market.

Whether in Brazil, Argentina, the UK, Sweden or Finland, the global iGaming market is diversifying from a regulatory perspective. While the changing space poses significant challenges, it gives savvy operators an opportunity to ensure their brands and cashiers are not only compliant but have a completive edge that will ultimately pay out.

Rory Howard

As General Manager for iGaming in the EMEA region at Paysafe, Rory oversees the company’s online gambling business in the U.K. and continental Europe as well as neighbouring regional markets. He has close to 20 years’ experience in payments and fraud analysis, with a strong focus on the iGaming space. Rory’s previous roles include payment leadership positions at The Rank Group, Racing Stars, Gamesys, and Eyas Gaming.

New Account Manager further diversifies growing Thunderkick team

Independent slots studio Thunderkick has unveiled Ariadna Ölund as new Account Manager to support its LatAm expansion goals.

The addition of Ölund continues Thunderkick’s employee diversification – following the arrival of native Italian Andrea Brioschi last year – as the provider continues to develop and tailor its product offering towards targeted markets.

Ölund will join the wider team at the Stockholm headquarters before travelling to SBC Lisbon just four weeks after starting the role, with the Account Manager keen to build relationships and meet prospective clients face to face.

Ölund has a wealth of experience in the marketing sector, previously occupying the positions of PR Communications Manager and Marketing Communications Manager. Born in Barcelona and now based in Stockholm, Ölund will bring valuable Spanish language skills to Thunderkick as the supplier targets further development across the globe.

Thunderkick debuted on the LatAm stage in Q2 of 2023, launching in Mexico with Rush Street Interactive-owned Rushbet. It has since amplified that presence, with Ölund appointed to forge relationships with leading brands in regulated markets such as Mexico, Colombia, and Paraguay.

Svante Sahlström, Chief Commercial Officer at Thunderkick, said: “We are excited to welcome Ariadna to the Thunderkick team. This region remains a focal point for commercial growth, and we have no doubt Ariadna will be pivotal in supporting our Latin American expansion.”

Ariadna Ölund, LatAm Account Manager at Thunderkick, added: “I am delighted to have joined such an innovative company in the industry and am looking forward to building relationships that allow Thunderkick to enhance its footprint on the global stage.”

SOFTSWISS, a global leader in the iGaming technology with over 15 years of experience, is on track to secure certification for its Casino Platform and Sportsbook in Brazil. The certification process, conducted by an authorised testing laboratory, is currently underway. As the process unfolds, SOFTSWISS shares insights into the critical requirements for success in the burgeoning Brazilian market.

Last year, SOFTSWISS obtained GLI-19 and GLI-33 certifications, providing a solid foundation for meeting Brazil’s regulatory standards. However, the Brazilian market has its distinct regulatory demands. Through close consultations with certifying laboratories, SOFTSWISS has identified key priorities set by the Brazilian Government, including player registration, Know Your Customer (KYC) protocols, and responsible gambling practices.

Andrey Starovoitov, Co-CEO at SOFTSWISS, comments: “We view Brazil as a highly promising region and are encouraged by the progress in local regulation as well as by the proactive efforts of local authorities to refine and enhance the existing legal framework. The stringent requirements for gambling software emphasise responsible gambling and public protection, which regulators aim to balance effectively with business interests. It’s clear that the Brazilian Government is working diligently to maintain the appeal of white labelling within this market, ensuring a healthy environment for both operators and players.”

Enhanced Registration Processes

One of the standout features of Brazil’s regulatory approach is its emphasis on a robust registration process designed to mitigate potential risks for both players and operators. Notably, the regulation requires new players to provide a CPF number (Brazilian Individual Taxpayer Registry Number) during registration. The system verifies the number to prevent users from creating multiple accounts as well as guarantees that registrations are made with accurate personal details, reducing fraud risks.

This measure will be crucial in preventing underage gambling, protecting self-excluded individuals, shielding operators from bonus abuse through account multiplicity, and enabling the government to monitor tax compliance on winnings.

Stringent KYC Protocols

Brazil’s regulatory framework is also expected to introduce enhanced KYC procedures. Specific user actions, such as password resets or profile updates, may require additional verification steps. A possible implementation is a liveness check, necessitating technical upgrades to most existing platforms. This approach ensures higher security and compliance, safeguarding both operators and end-users.

Commitment to Responsible Gambling

Responsible gambling is a top priority for the Brazilian regulator. Currently, the regulator is formulating a comprehensive set of requirements that will empower players to control their gaming activities. These features must be seamlessly integrated into gaming platforms, reflecting the government’s commitment to protecting players and promoting a safe gambling environment.

Given its extensive expertise in this area, SOFTSWISS is well-positioned to meet these requirements. With a strong track record in maintaining high security standards, the company has demonstrated its capability by helping operators secure around 6 million euro through its Anti-Fraud team in H1 2024. These efforts have not gone unnoticed; SOFTSWISS has been recognised with multiple industry accolades, such as SiGMA Africa Awards, for its commitment to responsible gambling, solidifying its reputation as a leader in this field.

Earlier this year, as part of its strategic expansion in Brazil, SOFTSWISS appointed legendary F1 driver Rubens Barrichello as its Non-Executive Director in Latin America. Barrichello, renowned for his success in the highly competitive world of motorsport, brings invaluable expertise in navigating cutting-edge technology and innovation. His involvement also ensures that SOFTSWISS benefits from his deep understanding of the Brazilian market and integrates a local perspective into its product development.

About SOFTSWISS 

SOFTSWISS is an international tech company supplying software solutions for managing iGaming projects. The expert team, which counts over 2,000 employees, is based in Malta, Poland and Georgia. SOFTSWISS holds a number of gaming licences and provides one-stop-shop iGaming software solutions. The company has a vast product portfolio, including the Casino Platform, the Game Aggregator with thousands of casino games, the Affilka affiliate platform, the Sportsbook Platform, and the Jackpot Aggregator. In 2013, SOFTSWISS was the first in the world to introduce a Bitcoin-optimised online casino solution.