Compliance Updates
How suppliers can maintain a presence in the US space
While a lot of talk about the US betting and gaming markets have been around operators and the highly competitive climate, behind the scenes, suppliers are also battling for a slice of the cake.
From powering betting and casino offerings to providing games content, reg tech, and RG solutions, the US is a region with high potential for suppliers willing to invest time and resources.
We spoke with Compliable’s Chief Revenue Officer, Greg Ponesse, to discover more about how suppliers can establish a presence and achieve their goals in the US.
A lot of the recent focus on North America has been around operators and the tough competitive landscape, but how are suppliers faring?
Overall, suppliers are doing quite well. This is partly driven by the simple fact that all operators rely heavily on suppliers in one way or another to run their businesses. On the platform and content side, the big players such as Light & Wonder, Everi, Aristocrat and Playtech, are especially vital as their casino offerings keep operators progressing. In a way, they become the production engine for operators and help entice customers to the gambling sites.
Smaller content suppliers may have a tougher time to fight off the competition from well-established land-based US giants, but as the markets mature, we are likely to see an increase of newer studios in the casino lobbies.
Outside of the content sphere, there is plenty of excitement around suppliers of reg tech, responsible gambling solutions, geolocation platforms and KYC tools etc, which are crucial for operators to further grow their businesses, so I expect to see more growth in that area too.
How do the licensing requirements differ for suppliers in the US compared with operators?
Both must navigate a complex and often-changing regulatory landscape but operators usually require a more comprehensive type of license due to their direct interaction with consumers and handling of player funds, meaning more rigorous and stricter investigations and background checks. This can include scrutiny of financial history, research into key employees, and inspections around anti-money laundering practices and responsible gaming.
Providers of goods and services to the industry need different types of licenses, and often fewer ones, with less stringent regulatory requirements regarding operational procedures. They must however adhere to standards ensuring the integrity and security of their products and can face a more focused set of rules related to specific technical standards and testing requirements.
From a cost perspective, an operator’s market entry fee is typically markedly higher than a supplier’s, including steeper licensing fees and taxes.
Are there any challenges that suppliers need to be aware of before entering the space, especially coming from Europe? Any common mistakes?
The first thing to determine is what type of license is required, and we often see suppliers apply for the wrong license or licenses they don’t necessarily need. This slows down the process and can end up being costly, so getting some guidance around this is recommended.
There are major regulatory differences in the US compared to Europe, with laws varying by state, so suppliers must be ready to navigate this unique landscape. Common mistakes include underestimating the complexity and cost of compliance and licensing, not adapting products to specific consumer tastes, meeting the legal requirements of different US states, overlooking the importance of local partnerships and networks, failing to have a robust plan for payment processing that complies with US regulations, and ignoring the potential for intellectual property disputes.
The overall licensing procedure is lengthy and complicated so European providers need to be prepared for detailed background checks and long waiting periods. To avoid any difficulties, companies must be fully committed and ready to adapt and comply with all the rules and regulations in the US.
Will the investment be worth the rewards for suppliers entering the US or is the local competition too hard?
From a traditional game perspective, the US has some well-established suppliers with a long history in the land-based sector and they are doing extremely well. There are however European suppliers who are also popular in the US market. In order to be successful, it is all about competitive differentiation as that is what operators are looking for. Evolution is a great example of this. As a fairly late market entry, they have still managed to stand out and is now dominating the live casino space with an unparalleled offering.
Many European suppliers have been in the market for a long time, so they have the knowledge and experience that can give them a competitive edge as they enter the US. It does take a lot of resources and investment but if you have a truly innovative product, you can make a mark.
How can Compliable help suppliers in the space?
We provide speed and accuracy and enable companies to keep up to date on what licenses are required. Our scalable platform allows employees to securely enter their information just once, with the data then being auto-populated across multiple forms and applications, making it simple to apply for different jurisdictions at the same time. Compliable keeps users aware of the licensing journey and offer FAQs and 24/7 help throughout.
We accelerate the licensing process for both operators and suppliers, giving them a competitive advantage in an industry where the first movers retain larger market share. Speed is just as important for suppliers who must keep up with the expansion of their operator partners, and we can offer that necessary support.
Compliance Updates
Washington’s Lottery Achieves Nation’s Highest Level of Responsible Gambling Certification
Washington’s Lottery announced that it has achieved the highest level of responsible gambling certification in the country. As acknowledged by the National Council on Problem Gambling (NCPG) and the North American Association of State and Provincial Lotteries (NASPL), Washington’s Lottery officially was certified for “Responsible Gambling Verification Best Practices at the Sustaining Level” in December 2024, the culmination of a process that began with certification at the Planning Level in 2019 and Implementation Level in 2021.
Washington’s Lottery is only the third state lottery in addition to Virginia and Ohio to achieve this milestone. NCPG and NASPL also recognize nine other state lotteries that have achieved a similar certification through the World Lottery Association.
“I can’t begin to express how proud I am of the work our team has done to achieve this important standard. We have a unique obligation as a state agency that sells a gambling product and need to balance the goal of raising money for important state initiatives like education with the need to acknowledge and assist the small percentage of players who may experience gambling-related distress. We take that work very seriously and weave it into all aspects of our jobs,” Kristi Weeks, Director of Legal Services for Washington’s Lottery, said.
To receive the Sustaining Level certification, Washington’s Lottery was evaluated by a team of four independent experts, who reviewed the lottery’s efforts in eight key categories related to responsible gambling: planning, employee training, retailer training, public education and awareness, product oversight, research, advertising, and resources.
“The key to our success has been the integration of responsible gambling initiatives into each and every employee’s position rather than centralizing it into only one or a few positions,” Weeks added.
Compliance Updates
IBIA establishes innovative Payment Provider Forum to protect the integrity of the sports betting market in Brazil from financial fraud
Six payment providers have signed a Declaration of Commitment and Participation
In a pioneering move to bolster the integrity of Brazil’s newly regulated and rapidly expanding sports betting market, the International Betting Integrity Association (IBIA) today launched a dedicated Payment Provider Forum with the explicit goal of protecting the market from financial fraud related to competition manipulation. The project has launched with six prominent payment providers already signed up to a Declaration of Commitment and Participation: Bazk, Z.ro Bank, OneKey Payments, OKTO, VPag and Pay4Fun.
With IBIA’s members forecast to generate over 70% of remote gross gambling revenue in Brazil, IBIA will play a key role in protecting the integrity of the sports betting market. Payment providers and other related financial services can also play a crucial role in ensuring the integrity of sports betting. The IBIA Payment Provider Forum has therefore been established to foster collaborative activities that contribute to a robust, secure and responsible gambling market in Brazil.
Regulatory and other institutions linked to financial payments and competition manipulation will be invited to join Forum meetings and engage in the development and implementation of preventative actions against financial fraud.
The Forum will also benefit from IBIA’s extensive knowledge of sports betting integrity issues and trends, obtained from its global integrity monitoring and data intelligence network. That includes many of the world’s largest regulated betting operators, active across six continents, and partnerships with leading sports bodies and gambling regulatory authorities. It will also leverage IBIA’s expertise in establishing industry standards, such as its Data Standards Kitemark.
Khalid Ali, CEO at IBIA, said: “Cooperation between financial services, regulatory authorities and betting operators is essential to address the challenges from financial fraud and to maximise the potential of the sector in Brazil. IBIA is therefore delighted that these major payment institutions have agreed to explore collaborative activities to protect the market. Working together, we can create a sustainable and thriving sports betting market in Brazil that benefits all stakeholders. Cross-sector partnership working is a central pillar of IBIA’s global activity, and the association will be assessing the potential benefits of replicating this group in a wider international setting.”
To that end, the Declaration’s signatories have committed to:
- Collaborate in the development of standards and best practices for payment processing.
- Engage with regulatory bodies to defend a robust, fair and effective regulatory framework.
- Promote responsible gambling and consumer, market and sporting event protection.
- Share knowledge and expertise to innovate and improve the payments ecosystem.
- Maintain the highest standards of ethical conduct and compliance with regulations.
The first meeting of the Forum will take place during SBC Rio.
Aristocrat Interactive, the rebranded online Real Money Gaming (RMG) division of Aristocrat, has received certification from the Washington State Gambling Commission to roll out its OASIS system to Class III operators across the State. OASIS is a comprehensive casino management system designed to offer a superior experience for land and sea-based operators.
Through this new jurisdiction approval, OASIS is now available to all 29 federally recognized tribal casinos in the state with a Class III Gaming Compact. This approval builds on OASIS’ existing authorization for Class II gaming in Washington, as BJ’s Bingo & Gaming in Fife, WA has used Aristocrat Interactive’s OASIS system for many years.
“We are thrilled that our OASIS system has been licensed by the Washington State Gambling Commission, and we look forward to working with more Casinos as we expand our footprint across the state. We strive to provide our casino partners with innovative solutions, helping them stand apart from their competition,” Kristen Jones, VP Sales of Aristocrat Interactive Gaming Systems, said.
With 360 partners across North America, Aristocrat Interactive Gaming Systems’ product suite has proven to be a key addition to casinos looking to enhance their operational capabilities. Quinault Beach Resort will be the first operator to incorporate the OASIS system through this new approval.
“We look forward to being the first-Class III casino in Washington to utilize the OASIS system across our casino floor. It is a cutting-edge solution that we are confident will lead to increased efficiencies across our operations,” Mark Palmer, GM at Quinault Beach Resort, said.
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