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iCasino and lessons learned from across the pond

The rollout of regulated online casino in the US has been slower than many anticipated with only a handful of states having embraced the vertical alongside sports betting. But you only need to look to more established markets such as Europe to see that casino is the main driver of revenues, providing the stability that operators need for the market to be viable in the long term.
Even with the limited market size at present, online casino presents a massive opportunity stateside, but operators must deliver a world-class entertainment experience if they are to acquire and retain players at the scale needed.
This goes beyond bonuses and game selection and to more fundamentals such as seamless customer onboarding, a smooth in-app UX and localised payments.
Savvy US operators will be looking to established markets such as the UK to understand how they can continue to develop their iCasino offerings to not only meet but exceed consumer expectations.
It must be remembered that operators are competing with the likes of streaming, gaming and e-commerce when it comes to where consumers spend their entertainment hours and dollars, and this sets a very high bar for the overall customer experience. So where can the greatest improvements be made?
Martyn Hannah, Managing Director of online casino comparison site, Comparasino, says that payments are a key focus for players, especially when it comes to payouts.
Comparasino has a proprietary recommendation engine and from the data it generates itâs possible to understand emerging player preferences. Hannah says that more and more players are now searching for fast withdrawal casinos, as well as those that offer payment methods such as PayPal and Apple Pay.
âThe methods available to players for depositing and withdrawing are an important factor players consider when deciding which casinos to play at. Visa and Mastercard are always a must, but many now want to make payments using digital and mobile wallets like PayPal, Google Pay and Apple Pay. This aligns with wider payment trends and the rise in usage of these methods for day-to-day transactions.
âOf course, a major upside to these alternative payment options is the transaction speed they provide, especially when it comes to payouts. Players want their winnings without delay, and digital wallets as well as open-baling solutions provide the near instant withdrawals they are seeking.â
Bonusing is another factor that players consider. Historically, operators in the UK have become locked in a bonusing battle with deposit matches getting bigger and literally hundreds of free spins being included in welcome offers. But recent regulation changes have meant that casinos have had to reign in their promos, making it harder for them to differentiate.
Hannah says this is not a bad thing as it gives online casinos the chance to change their approach to bonusing and be more transparent and fairer with the promotions they are running.
âWith operators being limited on the bonuses they can offer to UK players, they are having to look to other ways to stand out from the competition. This has seen a rise in the number of no wagering bonuses, and this is absolutely a good thing.
âWagering requirements are underhand, with most casual players not understanding how they work. By removing it and letting players keep their winnings, casino brands can build more trust with players and ensure their experience is positive from the off.
âUS online casino operators really should consider doing away with wagering requirements, especially in the early days of the market where acquisition costs are rising and players are happy to jump between brands until they find the one that really offers what they are looking for. By removing the wagering requirement, they better position themselves as a brand for players to go back to having had a great first experience.â
Even in established markets such as the UK, there is still a lot of player education that needs to take place, certainly around areas like player onboarding and the information they are required to give to the casino, as well as why transactions can be delayed and even how slot games work.
Hannah says this is why operators should work more closely with online casino comparison sites as they do a lot of work when it comes to building trust between player and brand and educating players about the world of online casino.
âAt Comparasino, we see it as our responsibility to help players understand how online casino works, from how payments are made to the responsible gambling tools they can use to stay in control of their play. To help with this, we recently launched a blog where we are compiling articles, interviews and explainers from experts across the industry.
âUS online casino operators should look to work more closely with their affiliate partners when it comes to player education and even supplement this with their own knowledge hubs for the players already signed up to their brands.â
iCasino may have had a slow rollout in the US so far, but over time additional states will undoubtedly extend their regulations so that licensed operators can offer it. But until then, thereâs still a huge opportunity to explore and the brands that offer a truly compelling player experience will be the ones in the driving seat to maximise this and enjoy long-term success in the market.
By looking to brands in established markets such as the UK, operators can see exactly what players expect and then make sure they are offering it to them.
Central America
21VIRAL Boosts Latin American Reach Through Strategic Partnership with Virtualsoft

21VIRAL, a leading games aggregator for the Central and Latin American market, has strengthened its expansion by signing an agreement with platform provider Virtualsoft
21VIRAL, a leading games aggregator for the Central and Latin American market, today announced a strategic agreement with prominent platform provider Virtualsoft, significantly strengthening its expansion across the region.
This collaboration will integrate 21VIRALâs extensive portfolio of games into Virtualsoftâs platform, providing enhanced content options for operators across key Central and Latin American nations. Virtualsoft is a key supplier with a strong presence in markets including Ecuador and Peru, delivering innovative gaming solutions to a diverse range of operators.
Christoph HĂ€rtel, CEO of 21VIRAL, commented: “Partnering with Virtualsoft is a pivotal moment for 21VIRAL as we deepen our engagement with one of the worldâs most rapidly advancing online gaming markets. Virtualsoft underpins numerous leading brands in the region, and integrating our GameConnector solution will allow swift access to their operational brands. We look forward to working closely with Virtualsoftâs talented team to deliver innovative and revenue driving gaming experiences.”
Alejandro Velez, General Manager at Virtualsoft, stated: “21VIRAL has a strong reputation for seamless integrations and profound expertise in the Latin American gaming market, making them an ideal partner for us. Together, we are streamlining operations and elevating the gaming experience for players, aiming to set new benchmarks for the industry.”
Compliance Updates
New Bill in California Could End Online Sweepstakes Gaming

California State Assemblymember Avelino Valencia (D-Anaheim) has introduced Assembly Bill (AB) 831 to protect Californians from unregulated online gambling by prohibiting online sweepstakes games that use a âdual currencyâ model to mimic casino-style wagering.
âSweepstakesâ platforms sell virtual coins that are used to play casino-style games and can be redeemed for cash or prizes, essentially operating as unlicensed gambling businesses. By exploiting âNo Purchase Necessaryâ disclaimers, they sidestep Californiaâs regulatory framework and evade the stateâs voter-approved proposition related to Tribal-State gaming. Many of these âsweepstakesâ operators are based offshore and function without proper oversight, avoiding requirements like consumer protections, responsible gaming safeguards, background checks, and tax compliance.
âWe cannot look the other way while these platforms exploit legal grey areas. These operations undermine the voter-approved framework that affirms Tribal governmentsâ sovereign right to conduct gaming in California. AB 831 strengthens that framework and ensures gaming in California remains fair and accountable,â said Assemblymember Avelino Valencia.
AB 831 fortifies existing sweepstakes laws and clarifies the illegality of internet-based sweepstakes that use the dual currency model. It reinforces the shared responsibility between the State, licensed operators, and Native Nations to keep gaming safe, transparent, and accountable. AB 831 is co-sponsored by the Yuhaaviatam of San Manuel Nation, the California Nations Indian Gaming Association (CNIGA), and the Tribal Alliance of Sovereign Indian Nations (TASIN), reflecting strong support from across Indian Country.
âFor over 25 years, Tribal governments like Yuhaaviatam of San Manuel Nation, have upheld the will of California voters by operating gaming with integrity. That commitment has allowed us to reinvest in our communities, boost local economies, and support essential public services on reservations and in partnerships across the state. Illegal online gaming now threatens this foundationâcompromising voter-approved law and putting Californians at risk,â said Yuhaaviatam Tribal Council of San Manuel Chairwoman Lynn Valbuena.
âWe support this legislation that will close dangerous loopholes and strengthen the integrity of Californiaâs gaming system. We remain committed to defending a proven framework that protects the sovereignty of Tribal Nations and delivers real and lasting benefits to all Californians. Together, Tribal governments and the State of California will continue to address and take decisive action against illegal internet gaming in all its forms,â said Yuhaaviatam Tribal Council of San Manuel Vice Chairman Johnny Hernandez, Jr.
âTribal government gaming contributes nearly $25 billion to Californiaâs economy, sustains over 112,000 jobs, and funds critical community programs. Unregulated online sweepstakes threaten this voter-approved system by imitating casino gaming without oversight, accountability, or community investment. These illegal platforms erase the benefits of regulated gaming while exposing consumers to serious risks,â said CNIGA Chairman James Siva.
AB 831 is pending a hearing in the Senate.
Compliance Updates
New Initiative from DI Council Aims to Enable Betting on Professional Sports

The Division I Council introduced a proposal that, if adopted in October, would change sports betting rules to permit student-athletes and staff members to bet on professional sports and refocus the Association’s enforcement efforts on college sports betting and behaviors that directly impact game integrity. If adopted, the change will be implemented only if Divisions II and III also vote to allow betting on pro sports.
The council’s introduction of the proposal, which comes after a directive from the Division I Board of Directors in April that the council adopt changes to sports betting rules, is not an endorsement of sports betting behaviors, especially for college athletes. The NCAA’s prohibition against betting on college sports would remain in place, as would the prohibitions against sharing information about college events with bettors. The NCAA also would continue to maintain its prohibition for NCAA championships  against advertising and sponsorships associated with betting.
“NCAA rules prohibiting sports betting at all levels were written and adopted at a time when sports gambling was largely illegal nationwide,” said Josh Whitman, athletics director at Illinois and chair of the council. “As betting on sports has become more widely accepted across the country, Division I members have determined that further discussion of these sports betting rules is warranted, particularly as it relates to the potential distinctions between betting on professional versus collegiate sports. Throughout our discussions, the council has remained focused on student-athlete wellness and educating student-athletes about the risks and potentially harmful impacts of betting.”
Current NCAA rules do not allow student-athletes or institutional staff to engage in sports betting at any level (professional, college or amateur) for any sports that have NCAA championships, and NCAA members have continually maintained that any betting by a student-athlete on his or her own team or own sport in college should continue to result in a permanent loss of any remaining collegiate eligibility. However, in 2023, Division I changed the reinstatement guidelines for student-athletes who participate in sports betting on professional sports to focus on harm reduction for problematic betting behaviors.
“Deregulating professional sports betting may provide schools an additional opportunity to implement harm-reduction strategies, which can be more effective and have long-term benefits not seen with abstinence-only approaches. Harm-reduction strategies include education, stigma reduction and acknowledging actual behaviors,” said Dr. Deena Casiero, NCAA chief medical officer. “By meeting student-athletes where they are, schools may be more effective at preventing, identifying and supporting student-athletes with problematic gambling behaviors. Regardless of the change, schools are encouraged to use the many sports betting resources already available.”
The recently released Harm Reduction Considerations for Gambling & Sports Betting in Collegiate Sports references available sports betting resources, including the NCAA Mental Health Best Practices. Additionally, more than 100,000 student-athletes, coaches and administrators have been reached through the NCAA’s education efforts with EPIC Global Solutions, and the NCAA has launched an e-learning module to educate student-athletes on problem gambling harms and the integrity risks associated with sports betting.
Several sports betting-related violations by staff members at NCAA schools have been resolved through the infractions process in recent years, and the enforcement staff is working on issuing Notices of Allegations in several ongoing cases that involve allegations of betting on professional and college sports by student-athletes and/or athletics department staff members at a handful of NCAA schools.
The proposed rule change would not be retroactive. If it is adopted, it would apply only to sports betting activities that occur after the effective date of the proposal.
“The enforcement staff’s sports betting-related caseload has significantly increased in recent years, and our staff â including our new sports betting integrity unit â has been effective in detecting and pursuing violations,” said Jon Duncan, NCAA vice president of enforcement.
The Association prioritizes competition integrity, which is vital to college sports. The NCAA uses a layered strategy to respond responsibly to the rise in sports betting across the United States by monitoring over 22,000 contests per year, advocating for limits on  prop bets that pose heightened risks, reducing the potential for student-athlete abuse by aggrieved bettors, and creating greater transparency to assist with the timely investigation and resolution of integrity-related issues.
This layered approach includes the most recent agreement extension with Genius Sports to establish unprecedented betting restrictions on high-risk proposition bets. Sportsbooks licensing NCAA championship data must cooperate fully with NCAA investigations, including providing access to account data, financial history and geolocation records. This will allow the NCAA to work with the sportsbooks to gather detailed account information when harassers are identified to prevent repeat offenders from continuing to place bets across platforms, increasing safeguards to protect student-athlete mental health and well-being.
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