Compliance Updates
Leading Online Operators Launch Principles for Responsible Gaming
The largest online gaming operators in the country have come together to agree to the first industry-led responsible gaming standards. The 12-point pledge is a commitment to principles of responsible online gaming and are recommended as the principles for an industry benchmark.
The announcement coincides with this month’s designation as Responsible Gaming Education Month by the American Gaming Association.
The collaboration includes Bally’s Corporation, BetMGM, DraftKings, Entain, FanDuel, and MGM Resorts International.
The 12 principles are derived from four core attributes:
a)Â We participate only in legal markets that provide consumer protections.
b)Â We strive to instil responsible gaming culture throughout our respective businesses.
c)Â All forms of online gaming should be a fun activity and enjoyed as a form of entertainment.
d)Â While the vast majority of individuals can enjoy online gaming in a responsible way, some individuals need additional tools and support related to their gaming activities.
The 12 principles, set out in the appendix, include a commitment to take active steps to prevent underage and excluded individuals from participating in any form of gaming. Operators commit to providing customers with informed choices about gaming through easily understood responsible gaming tools, and all entities will continuously conduct research to track the impact of this collaboration.
Further, the principles include the adoption and effective promotion of a unified nationwide responsible gaming toll-free helpline, and socially responsible advertising which avoids imagery that might entice minors in its marketing content.
Other provisions call for “a shared responsibility approach to addressing problem gaming” and a commitment “to working with policy makers, academic experts and researchers, problem gaming treatment organizations, advocacy groups and partners” as well as customers to promote responsible gaming and address problem gaming.
The collaboration also commits to employee training and continuously monitoring operators’ respective responsible gaming programs and initiatives to ensure their compliance with applicable standards.
“Bally’s is proud to partner with all of the participating operators. We are committed to the 12-point pledge and it’s Bally’s and the industry’s responsibility to prevent underage gaming and provide education and safeguards,” said Robeson Reeves, President of Interactive at Bally’s Corporation.
According to Joshua Jessen, Chief Legal Officer at BetMGM, “Responsible gaming is at the forefront of everything we do at BetMGM. While we operate in a highly competitive industry, we are proud to stand together with our colleagues to adopt these important principles. Creating a consistent standard of responsible gaming measures across the board greatly strengthens our collective commitment to our customers, employees, and the communities where we operate. We look forward to building on our work into the future.”
DraftKings’ Senior Director of Responsible Gaming Chrissy Thurmond explained, “Essential to promoting safer play is a framework for operators to guide them in responsible gaming. DraftKings is pleased to be a part of this landmark effort that has culminated in the adoption of 12 responsible gaming principles across the participating operators â and that will benefit consumers around the United States.”
Martin Lycka, Entain’s Senior Vice-president for American Regulatory Affairs and Responsible Gambling, commended the collaborators for recognizing a national need and committing their respective organizations to action. “These principles mark an important milestone, and I am delighted other leading operators have joined us in this commitment to responsible gaming in the rapidly growing U.S. markets, as responsibility sits at the heart of our business. It’s truly a first for this market and a significant step for addressing problem gaming on a consistent basis.”
He added, “We have the research, the data, the partners—all the tools to establish an effective nation-wide code of responsible gaming principles. And we hope our industry and state regulators will join us in advancing these principles,” he said. “Our patrons deserve it.”
FanDuel’s Adam Warrington, Vice President, Responsible Gaming, added, “FanDuel is committed to collaborating and partnering with every participating operator, and our entire industry, on these 12 principles of responsible online gaming. Collectively, we have the privilege and opportunity to set the standard for what it means to be a responsible operator by leading from the front and collectively enabling our customers to enjoy our products, responsibly.”
Stephen Martino, Senior Vice President and Chief Compliance Officer, MGM Resorts, said, “Responsibility has long been a core value at MGM Resorts and guides our leadership in the industry, and it’s vital for responsible gaming to be reflected in everything that bears the MGM name. Having the industry come together with a unified approach and standards puts the best interests of our guests, customers, and their families at the forefront. It’s the right thing to do for our customers, our industry and our businesses.”
The six market-leading operators endorse the following statement and 12 principles for responsible online gaming:
We, the signatories, pledge to observe the following responsible gaming principles across all our online gaming related activities and to encourage all affiliated third parties, including but not be limited to content providers, social media influencers, social media accounts and brand ambassadors, to also adhere to these principles:
- We take active steps to prevent underage and excluded individuals from participating in any form of gaming within our products;
- We help patrons make informed choices about their gaming. We provide easy to read information about how to play, provide responsible gaming tools including information on how to access and use such tools; and provide other related information, including information about a toll-free helpline, as well as resources for those who are seeking support related to their gaming;
- We support the adoption and effective promotion of a unified nationwide responsible gaming toll-free helpline;
- We abide by applicable standards of socially responsible advertising, including compliance with all applicable state and federal laws and standards, and we avoid using minors in marketing content. We only use actors and company representatives in advertising and social media relating to gaming who reasonably appear to be above the legal age to gamble;
- We provide our customers with tools to play responsibly, including but not to limited to self-exclusion tools, financial and other account limits as well as customer betting histories;
- We abide by all self-exclusion rules and regulations, and provide resources to individuals who make the choice to self-exclude;
- We encourage patrons to set a budget that they can afford to and never play beyond their means, and not view gaming as a means to financial success;
- We encourage patrons to set time and financial limits on their gaming and stick to them, not to chase losses;
- We believe in a shared responsibility approach to addressing problem gaming and are committed to working with policy makers, academic experts and researchers, problem gaming treatment organizations, advocacy groups, and our partners as well as with our customers to promote responsible gaming and address problem gaming;
- We support funding for evidence-based problem and responsible gaming research;
- We provide all applicable employees with responsible gaming training upon hire and regularly thereafter, in order to embed responsible gaming culture in our businesses and
- We are committed to evaluating and continuously monitoring our respective responsible gaming programs and initiatives.
Incentive Games, a leading B2B games provider specialising in player acquisition and retention, today announced it has received full certification from Gaming Laboratories International (GLI) to offer its Pay-to-Play games in the Brazilian market.
This certification encompasses Incentive Games’ entire suite of games, random number generator (RNG), and remote gaming service (RGS), paving the way for the company to expand its reach into the thriving Brazilian gaming market.
Stewart Gove, COO of Incentive Games, commented, “This GLI certification is a huge milestone for us, and a testament to the hard work and dedication of the entire Incentive Games team. It demonstrates our commitment to delivering the highest quality and most secure gaming experiences to players worldwide. We are delighted to now offer our P2P games to licensed operators in the dynamic Brazilian market.”
FBMDS proudly announces its certification to operate in the Brazilian iGaming market, marking a significant milestone in its global expansion strategy. This achievement reinforces FBMDSâs leadership in the video bingo category and its commitment to deliver spotless quality, innovation and compliance to Brazilian operators and players.
With this certification, FBMDS becomes one of the few iGaming providers authorized to deliver certified, high-quality games tailored to the Brazilian market in which the brand is deeply enrooted because of its cultural background. This development not only strengthens the brandâs position in a rapidly growing sector but also offers Brazilian players and operators access to a portfolio of games that combine cutting-edge technology, cultural match, and world-class security standards.
âThis certification represents a pivotal moment in our journey,â said Renato Almeida, Director at FBMDS. âIt demonstrates our commitment to the Brazilian market, ensuring a safe, exciting, and fully compliant gaming experience for players, while empowering operators with premium certified content that drives engagement and growth.â
For FBMDS, this milestone aligns with its 2025 narrative: a roadmap focused on market expansion, innovation, and leadership in key iGaming segments. Brazilâs rapidly expanding market provides a prime opportunity to bring FBMDSâs renowned expertise in video bingo to a whole different level.
For operators, FBMDSâ certified games provide assurance of compliance with Brazilian regulations, while its innovative products and collections are designed to captivate players and drive business growth.
On what Brazilian players is concerned, online casino gaming enthusiasts can look forward to a personalized gaming experience that reflects their culture, preferences, and expectations, underpinned by the highest standards of excellence and safety.
Following this certification, FBMDS will launch a series of targeted marketing campaigns, event participations such as the SBC Summit Rio, in Rio de Janeiro, this February, and direct engagements with new clients. In the first quarter, FBMDS plans to strengthen its partnerships with operators and expand its footprint in Brazil through strategic initiatives and localized offerings.
FBMDS has long been a pioneer in the video bingo category, delivering innovative, culturally relevant titles that resonate with global audiences. Certification in Brazil is simply the recognition of its expertise and dedication to raising the bar in iGaming. By aligning its operations with local regulatory requirements, FBMDS ensures that its games offer a seamless, enjoyable experience while meeting the marketâs unique demands.
Braggâs proprietary and exclusive content and aggregation businesses are well-positioned to fuel double digit top- and bottom-line growth in 2025, targeting Brazilâs USD 1.4 billion iCasino market, which is expected to reach USD 3.7 billion by 2029. Â
Bragg Gaming Group a provider of iGaming content and platform technology solutions to the iGaming industry is proud to confirm that it is live as a supplier to licensed operators in the Brazilian market, following the introduction of regulated online casino operations in the territory on January 1, 2025.
The newly regulated Brazilian online casino market is projected to be worth USD 1.4 billion in 2025, and is expected to reach USD 3.7 billion by 2029 according to H2 Gambling Capital.
As a specialist regulated iGaming market supplier, Bragg believes it is well positioned to capitalize on the launch and projected growth of the Brazilian market and that revenue from the Brazilian market could represent up to 10% of the Companyâs total revenue in 2025.
Bragg is currently live with approximately one-third of licensed iCasino operators in Brazil, with prominent partners including Superbet, KTO, Betano, Novibet, Sportingbet and Betboo. The Company expects integrations to reach over half of licensed operators in Brazil by the end of Q2 2025.
Braggâs current content offerings include key proprietary content titles such as Egyptian Magic by Atomic Slot Lab and Crazy Diamonds by Indigo Magic. Accelerating proprietary content growth is a strategic priority for the Company, as fully-owned IP typically delivers higher gross profit margins, driving bottom-line growth and supporting a balanced, margin-accretive product mix.
Complementing its proprietary content offering, the Company has also introduced exclusive online casino games in the jurisdiction from its carefully selected âPowered by Braggâ partners including Bluberi, Sega Sammy Creation and King Show Games. Additionally, the Company intends to develop strategic relationships with local studio partners which will enhance Braggâs ability to deliver content tailored to Brazilian players.
Braggâs content strategy in Brazil, key to its top-line growth plans, also includes online casino content aggregation through its Bragg HUB delivery platform. Bragg HUB provides a comprehensive iGaming content service, offering over 10,000 online casino game titles including from leading content providers in Brazil. This offering is enhanced by the Fuze⢠player engagement platform, featuring tools for acquisition, cross-selling, conversion, and retention, including bonuses, free rounds, jackpots, and an AI-powered game recommendation engine.
The Company serves Brazilian operators from its Bragg SĂŁo Paulo office, led by LatAm Regional Director Sara Mosallaee and Senior Account Manager Amanda Alexandrini, providing fully localized support.
Matevz Mazij, Chief Executive Officer at Bragg Gaming Group commented: âWeâre delighted to expand into the newly regulated market in Brazil, and to be there for our customers on the first day of launch with our in-demand content portfolio and player engagement platform.
âAt Bragg we have extensive experience of delivering highly localized iGaming content and technology solutions in regulated markets, and we now expect the Brazilian market to become a key territory for us and a significant driver of our growth in the wider LatAm region.
âThis latest regulated market launch sets us on a strong trajectory for 2025, helping us deliver our strategic objectives of increased revenue through proprietary, exclusive and aggregated online casino content, while at the same time adding geographical diversity to our revenue streams, promoting stable, long-term growth for the Company.â
Neill Whyte, Chief Commercial Officer at Bragg Gaming Group added: âWeâve been working hard to make sure we have the right content, the right people and the right structures in place to support our Brazilian operator partners from day 1 of market launch, and Iâm proud to say we are now live in this exciting market which offers so much potential.
âWeâre already partnered or are in talks with approximately half of the Brazilian iGaming operator market, and that leaves plenty of room for growth. We will be busy in the coming months showcasing our games and technology solutions with both existing customers and potential new partners as we continue to grow our presence in Brazil and across the LatAm region.â
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