The UK’s Betting and Gaming Council (BGC) has announced its members have agreed to a new code of conduct covering the design of online games. 

Designed to improve player safety and address problem gambling concerns, the new code will be implemented by BGC members from the end of this month. 

Specific points include a minimum game cycle speed of 2.5 seconds, a ban on ‘turbo’ or high speed modes, along with a ban on multi-slot play. Operators will also be obliged to carry out more checks on players’ activities, adding breaks to play, to ensure they can intervene quickly if needed. 

Commenting on the new code CEO of the BGC, Michael Dugher, said:

“The new Game Design Code of Conduct is yet another example of our determination to address concerns head on and meet our safer gambling commitments.

“I’m sure that our members will embrace this approach and commit to its objective of improving player safety.

“And as we prepare for the forthcoming Gambling Review, it is further evidence of our industry’s commitment to improving standards – unlike the completely unregulated black market.”

You can find the full Game Design Code of Conduct here.

Last month the BGC also introduced a new code of conduct for socially responsible advertising.

AYO.NEWS says:

Will the changes to online game design really make a difference to problem gambling, or just end up frustrating responsible players, operators and suppliers alike? Whatever happens, offering iGaming products in the UK now must be like navigating a minefield. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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iGaming revenue continues to rise, with the European Gaming and Betting Association (EGBA) anticipating iGaming generating as much as €29.3bn in the year 2022 – a rise of almost €5bn from 2019.

Whilst this is a huge positive, those within the industry will be well aware that the key to the long-term success of online casinos, is its interaction with the Millennial generation.

Millennials’ Gaming Education

A recent report suggested that the majority of young people are gaming in some capacity. From casual mobile games to more in-depth console/PC games, the report found that 22-36-year-olds still hold a keen interest in gaming, and whilst the evolution from video gamer to iGamer may not currently be an obvious one, the ability to play games while making real cash should prove appealing to Millennials.

To entice the Millennial age demographic, iGaming payouts are getting larger, and can, on occasion, be lifechanging, with those who play mega moolah sometimes attempting to land jackpots in the tens of millions. iGaming companies also create their content to specifically target Millennials, with well-known gameshows adapted to be used in an iGaming capacity, and popular celebrities brought in to market their products. Clearly, a new approach will be required to bring in this audience.

Appeal Increases With Tech Advances

Generations Y & Z were seen as the first to catch the gaming bug, and now it’s incredibly rare to see a member of this demographic unable to navigate their way around a smartphone. iGaming has adapted to this by tailoring their games to mobile and tablet devices, moving away from the traditional online casino websites which were only accessible on desktop or laptop.

As technology continues to evolve – with virtual reality and augmented reality gaming now two of the fastest moving in the genre – expect iGaming to continue to adapt their content to appeal to Millennials’ tastes.

Issues That Face The Industry

It is not just the issue of appealing to a younger demographic which currently faces iGaming, though, with video gaming giants Sony and Microsoft recently unveiling plans of a surprising partnership. The duo has spent the majority of Millennials’ lives competing for Playstation and Xbox sales, but Sony is now looking to Microsoft for help in powering its streaming services.

With competition in the video gaming industry greater than ever, the largest iGaming providers will need to guarantee that their content remains engaging, and innovative, to keep on the right side of Millennials.

Generational Gambling Habits

The main concern for the online casino sector though, is that Millennials do not seem to prioritize gambling as much as the slightly older Generation X.

In a study by Atlantic City’s Stockton University, the Generation Xers were found to spend on average 23.5% of their monthly budget on gambling, significantly more than the 8.5% wagered by Millennials. Of the Millennials who do gamble, the study showed that 40% who did not currently play slot games said that they would do so if there was an element of skill involved, and 38% would play if in a group.

iGaming may be a sector on the rise, but at this stage, there is little doubt that there is work to do to attract Millennials. However, should iGaming developers continue to adapt to changes in technology, and user experience, the industry will no doubt be confident of maintaining its upwards trajectory in the years to come.

Authorities in Buenos Aires have amended the proposed online gambling framework, opening licenses to local land-based operators. 

Under the original plans, local land-based operators would not have been eligible to apply for online gambling licenses. The rationale for this approach was to “avoid monopolistic practices”, and attract experienced international operators. 

However, those plans were initially approved in February, before Argentina was struck by COVID-19, which has significantly compounded the economic issues the country was already facing. As such, in a recent vote, the Buenos Aires City Legislature voted in favour of opening up online licensing applications to local land-based gaming operators. 

The changes mean that established local operators like Puerto Madero Casino and the Palermo Hippodrome will apply for online licenses. 

A ‘clean record clause’ was also added to the proposed legislation, banning anyone ever convicted of a serious crime, either in Argentina or abroad, from being involved in the management of a Buenos Aires-licensed gambling operator. 

Buenos Aires online licenses will be valid for five years, with no fixed fees, while all operators will be taxed on GGR at between 10-20% depending on the specific vertical, plus an additional 6% ta on net income duties. 

Buenos Aires City Lottery (LOTBA) is expected to be responsible for screening and regulating license holders, while the Buenos Aires Ministry of Finance will collect fees, taxes, and issue penalties. City Governor Horacio Rodríguez Larreta now needs to approve the final amendments to the legislation, after which Buenos Aires will be able to officially launch its licensing process. 

AYO.NEWS says:

It’s understandable that local land-based operators were a little bit miffed at being excluded from online opportunities, and we’re sure the pressure on legislators increased significantly as the COVID-19 economic crisis hit the land-based casinos hard. 

While it means established international operators won’t have it all their own way, the amendments also means there’s likely to be a bunch of local Argentine operators looking for experienced technical suppliers to partner with. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

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Gambling and entertainment solutions provider 888 Holdings has appointed Lord Jonathan Mendelsohn as non-executive director and chair designate. 

Lord Mendelsohn, who has more than 20 years of experience in the gambling industry, has taken up his new roles with immediate effect. Mendelsohn co-founded both gambling and sports M&A and strategic advisory boutique, Oakvale Capital LLP, and LLM Communications – which was later acquired by Financial Dynamics. 

Mendelsohn will succeed the current chair of the 888 Holdings board, Brian Mattingley, when he steps down at the next Annual General Meeting in May 2021. 

Commenting on the appointment, Mattingley, said:

“We are delighted that Jon has accepted the offer to join the Board and become the next Chair of 888. Jon has tremendous knowledge of the global online gaming industry, extensive deal-making experience and fantastic leadership qualities.  

“I am very confident that the Board will benefit significantly from Jon’s vast understanding of our sector as the Group continues its exciting long-term development.

“It has been a great privilege to Chair 888 and serve its stakeholders during more than 15 years with the Group. I am personally very pleased that someone of Jon’s experience and calibre will succeed me as Chair and I look forward to working closely with him over the coming months.”

While Mendelsohn himself added:

“I am very excited to join the Board of such a world-class gaming operator. 888 is a company that I have long admired during my more than 20 years working with companies in the gaming and gambling industries.”

Staying with 888 Holdings, earlier this month the company announced Yariv Dafna as Aviad Kobrine’s successor in the role of CFO.

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The SBC Digital Summit Africa virtual conference and exhibition is set to provide the most comprehensive analysis yet seen of the long-term opportunities for the betting and gaming industry in Africa’s varied and fast-changing markets.  

The event, which takes place on 6 -7 October 2020, features more than 60 expert speakers, including senior executives from betting operators in African markets, regulators, marketing specialists, and leading industry suppliers. Between them, they have unrivalled knowledge of what it takes to launch and run successful gambling businesses in African nations.  

Pre-COVID, Africa could boast some of the world’s fastest-growing economies, as a combination of more stable political conditions and the rapid spread of technology helped to create a growing middle class with disposable income. While overall economic progress in many African nations has been badly hit by the pandemic, the conditions remain promising for betting operators searching for new opportunities. 

Smartphone ownership is still growing quickly, Sub-Saharan Africa is already the world’s biggest market for mobile money transactions, and broadcasters such as Supersport and Canal+ Afrique have made international sporting events more accessible than ever before to a youthful population looking for entertainment. 

Furthermore, countries such as Nigeria, Ghana, Tanzania and South Africa have established regulated markets where it is possible for online sports betting operators to obtain a licence. Gambling is also legal in many other African nations, although their regulatory regimes do not yet encompass online. In short, there is already an audience for sports betting in large parts of the continent. 

SBC Digital Summit Africa will explore the current and future opportunities presented by these conditions. The event will see industry experts provide in-depth analysis of key issues such as which markets have the biggest growth potential, the nations that are the most receptive to international operators, which sports are likely to be popular with local punters, and what the future holds for Africa’s retail bookmakers. 

Day one of the digital conference will open with an exclusive interview with former Nigeria striker and Interwetten brand ambassador Yakubu, before providing a region-by-region breakdown of the prospects for Africa’s regulated markets. 

The first day’s agenda has an East Africa session, with Bulent Boytorun (COO, BetLion) among the senior executives ready to offer on-the-ground perspectives of the latest developments and opportunities. Attention then turns to West Africa for a panel featuring Adekunle Adeniji (Managing Director, betBonanza), Akin Alabi (Founder, NairaBET), Ibukun Okeowo (CEO, Gibet) and Dolan Beuthin (CEO, Betmonsta), which will deliver a deep dive into regulatory and market conditions. 

Delegates can also expect a detailed exploration of the future of South Africa’s established regulated market, followed by sessions looking at the prospects for lotteries and online casinos across the continent. The crucial issue of how operators entering markets in Africa can cope with the very different payments infrastructure will also be put under the spotlight, with Mark Tipping (CEO, Gaming4Africa) set to share his experience of launching businesses in the region.

Day two will focus on how to approach some of the technical and compliance challenges related to running a betting or gaming operation in different African nations. There will also be an evaluation of how technology is helping to change the profile of the African sports fan, along with assessments of which sports and leagues are most important for success in the continent’s varied betting markets.

Ahead of SBC’s first event fully dedicated to the African industry, CEO Rasmus Sojmark said:

“With a growing sports-mad population, ever improving access to smartphone and mobile money technology, and relatively low barriers to entry compared with other emerging markets, Africa represents a highly attractive opportunity for betting and gaming operators. 

“However, information about the exact nature of that opportunity and the strategies required to make the most of it is in short supply. That will change at SBC Digital Summit Africa, as we have compiled a speaker list packed with executives and consultants with hands-on experience of launching and successfully running gambling businesses in a wide variety of African markets, all ready to share valuable information and practical insights about what they have learned.”

In addition to the conference, the event will also feature an interactive product display area with leading suppliers showcasing innovations tailored for local markets, together with a programme of networking roundtables to make it easy for delegates to connect and talk business with other decision makers in the market. 

Click here to register for your free pass for SBC Digital Summit Africa. 

Major gambling operator GVC Holdings has launched virtual sports from Inspired Entertainment across several platforms. 

Inspired’s virtual sports, including soccer, V-Play NFLA Legends Football, and V-Play Basketball, have gone live with ten GVC brands including Bwin, Sportingbet, and Partypoker.

The content, which has been integrated into GVC’s sportsbook platform, is streamed via Inspired’s cloud-based platform.  

Commenting on the news sports product director of GVC, Raja B-Sheikh, said:

“We are delighted to offer Inspired’s high-performing virtual sports across our vast array of sports brands on the GVC platform. In these challenging times and given the significant impact on the global sporting calendar during the last four months; virtual sports content has demonstrated its potency and has an exciting future role to play in sportsbook.”

While President and Chief Operating Officer of Inspired, Brooks Pierce, added:

“We have had a long and beneficial relationship with GVC and we are looking forward to expanding it. GVC has some of Europe’s leading online gaming brands, including bwin, which is synonymous with online sports betting, and we are thrilled to add these brands to our portfolio of Virtual Sports customer.”

AYO.NEWS says:

Just a year ago, virtual sports were still very much a fringe novelty as far as most bookies were concerned. But, what a difference a global pandemic can make. Since March, when the lockdowns effectively shut down sports around the world, we’ve seen operators scramble to improve their virtual sports offering. 

Earlier this month SKS365 announced it would be launching Kiron’s virtual sports portfolio on its Planetwin365 brand, while in late August, Betgenius confirmed it would be providing all its clients with access to Kiron’s full virtual sports offering.

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020