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Compliance Updates

Reputation matters – the importance of supplier licensing

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Reputation matters – the importance of supplier licensing

 

More and more jurisdictions are introducing licensing for B2B providers in an attempt to boost regulatory oversight and restrict black market activity with Sweden and Denmark recent examples. In this piece, we talk to Greg Ponesse, Chief Revenue Officer at Compliable, about how the increased compliance burden can favour suppliers’ standing in the iGaming ecosystem.

 

Have you seen a shift in attitudes from suppliers to only provide products in regulated markets?

We have seen that suppliers that have traditionally taken a .com approach are starting to move towards being licensed to secure additional revenue and more customers but also to improve their overall reputation and standing. The perception of brand integrity plays a big part of the decision-making process because some operator partners might be reluctant to work with suppliers if they have a mainly grey-market approach.

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In the US, supplier licensing has always been the norm, so where we are seeing attitudes changing is primarily with European suppliers. Although most suppliers might have a few licenses that they need to manage in key markets, they are now better understanding the importance of being seen as fully compliant across the board as regulation changes and operators are looking for trusted partners.

Some of these brands are massive enterprises who are now trying to get a handle on how to manage all their licenses across multiple regions, and we have seen an increased interest in our software to support that.

 

What has been the driving force for this – regulator pressure or business strategy?

It’s a little bit of both. Regulator pressure is definitely a big one as gambling becomes more ubiquitous and mainstream. It’s the responsibility of the government to provide structure and regulation to ensure safety for consumers and many are starting to realize that suppliers play an equally important role in that as operators. We have recently seen examples of locally licensed suppliers being fined by regulators for offering their products to unlicensed operators, so providers need to be on the ball to ensure their reputation stays intact.

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That said, the grey market suppliers up to this point have stayed in grey markets because that’s what was available to them. Now you’re seeing new markets opening up like North America, which has been huge, where all states require suppliers to be licensed. These grey market players that have previously focused on Europe now see that there’s revenue over there to be gained, so they need to pull up their socks and play the game.

As a business strategy, suppliers can only remain in black markets for so long, avoiding paying taxes and declaring revenue. In a competitive marketplace, suppliers can definitely benefit from being more established and having numerous licenses. Operators might be wary to work with companies that don’t take compliance seriously so being able to show that you have X number of licenses and that you have infrastructure in place shows that you’re serious, and that you know what you’re doing. It kind of sets the table for you to have a soft landing and to be able to begin those discussions with potential partners.

 

A sole focus on regulated markets would suggest a negative impact on profits so what benefits do suppliers see from being licensed?

If the train is only going in one direction, you eventually have to hop on it. Moving away from grey markets will inevitably have a negative impact on profits but you then have to look at where you can find additional revenue. If you are a licensed supplier, it does allow you to work with the big local operators. You have to decide on whether you can make more money as a grey-market supplier or by going into markets being licensed and making the most of what that offers.

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Do you expect more jurisdictions will introduce B2B licensing going forward?

Yes, for sure. Gambling is ubiquitous now and governments recognise that it’s a great revenue generator for them and it also helps with ensuring responsible gambling. With licensing, you provide a framework, infrastructure, and environment that is safe, and it ensures that everyone is on a level playing field. That needs to include all different sides of the industry such as operators, suppliers, affiliates etc. If everyone in the ecosystem follows the rules, it will be a better place for all.

 

What are the big challenges that suppliers face when it comes to licensing in 2024 and beyond?

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Your licensing strategy, so basically, where you are going to go get licensed. This process takes time and resources, and you want to make sure you are prepared before you start talking with operators. They will want to know, just like as with any other vendor, if you are licensed as a supplier.

If we use the US as an example, there is no shortage of suppliers that want to partner with the available operators, so you need to know who you want to work with and where, and then you have to make sure you sort those applications properly. That is all about getting the right advice or using software because if you fail the process, you will end up at the back of the queue and your go-to market strategy will be delayed.

 

What, if any, are the key differences between licensing in the US and regulated markets in Europe and other regions around the world?

For starters, every state in the US acts as if it is its own country and the licensing process is very complex and rigorous. In Europe, it was initially somewhat more relaxed. You got your Malta licence, and that was then good for all countries in Europe. We’re now seeing a bit of backtracking, with more and more countries getting tougher on rules and regulation.

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Increased supervision, with regulators having more oversight, means there is no hiding and I think that is what we’re moving towards on a global scale.

I do believe that most suppliers and operators prefer a regulated market because it separates proper companies from the bad ones. If I was a large operator or supplier that invested time and money into licensing and establishing a compliance team, I would feel good about that because there are so many companies that can’t do it. There’s this element of pay to play, so to speak, in order to really maximize your profits in a region.

Compliance Updates

PA Gaming Control Board Renews License for Wind Creek Bethlehem Casino

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The Pennsylvania Gaming Control Board (Board) unanimously voted to renew the Category 2 stand-alone casino license of Wind Creek Bethlehem LLC, operator of Wind Creek Bethlehem casino in Northampton County.

In making the decision, the Board determined that Wind Creek Bethlehem LLC had fulfilled the obligations under its previously approved casino operator’s license and therefore qualified to have its license renewed for an additional five-year period.

The decision to renew the license was based on a process utilized by the Board that enables both the operator and the public to provide information relevant to the renewal decision. A public input hearing was held in July 2024 in the casino’s host municipality, the City of Bethlehem, where personnel of Wind Creek Bethlehem submitted exhibits and presented testimony on various aspects of the facility’s operation since its last license renewal was granted. The public was also permitted to provide testimony about the casino and its impact in the community.

In reaching its decision, the Board also received information from local government officials, community groups and the PA State Police, along with the Gaming Control Board’s Office of Enforcement Counsel, Bureau of Investigations and Enforcement, Office of Compulsive and Problem Gaming, and Bureau of Casino Compliance.

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Additionally, a public hearing was held in Harrisburg to permit Board members to further question Wind Creek Bethlehem LLC representatives about any remaining issues prior to voting on the renewal.

Since its opening in May 2009 through September 2024, Wind Creek Bethlehem has generated over $7 billion in revenue from the play of retail slot machines and table games, sports wagering and iGaming, and has returned to the Commonwealth a total of $2.9 billion from tax revenue, assessments and fees. Wind Creek Bethlehem currently operates 2318 slot machines, 202 table games and a 20-table poker room while providing employment to 2242 persons directly or through third-party tenants in the events center, food and beverage outlets or retail stores. 94% of those employees are Pennsylvania residents.

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Compliance Updates

PrizePicks Awarded Fantasy Sports Licenses in Delaware and Missouri

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PrizePicks, the largest daily fantasy sports operator in North America, announced it has been awarded Daily Fantasy Sports Operator Licenses in Delaware and Missouri. The company will launch Arena, its innovative peer-to-peer fantasy sports contest, in both states.

“We are proud that Arena has been approved in every state where it has been submitted. We’ve seen strong player adoption to date and we look forward to replicating our success in these new markets with a fun gaming experience. We’d like to extend our gratitude to the Delaware Division of Gaming Enforcement, the Delaware Lottery, and the Missouri Gaming Commission for their thoughtful collaboration,” said PrizePicks CEO Mike Ybarra.

Arena offers a unique leaderboard style peer-to-peer gaming experience, allowing players to compete for prizes against one another. Participants are grouped based on their number of entries and experience level. Since launching in January, players on Arena have built over 20 million peer-to-peer lineups. With these new state launches, Arena will now be available in 15 states across the US.

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Compliance Updates

574 Slot Machines, Bingo Halls and Online Betting Modules were Destroyed by Coljuegos

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The Illegal Operations Control Department destroyed 574 gambling items that had been seized because they were operating without authorization in departments such as Cundinamarca, Atlántico, Valle del Cauca, among others, and which stopped transferring around $63.545 million to the health system.

“The destroyed items were valued at around $169 million and belonged to criminal structures that were dedicated to operating games of chance and luck without authorization and without paying the respective monopoly rents,” said Marco Emilio Hincapié, president of Coljuegos.

Among the destroyed items were electronic slot machines, bingo chairs, roulette wheels, poker tables, Keno and online betting modules, each of them composed of computers, CPUs, televisions, ticket machines, among others.

“In total, we have completed 7,934 destroyed items, valued at more than $1.5 billion. Due to these illegal activities, the health system has lost more than $200 billion in recent years, resources that would have allowed us to serve more Colombians under the subsidized regime,” said the president of the entity.

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Hincapié also said that in the coming days, Coljuegos will continue destroying another 117 electronic slot machines, 350 bingo elements (chairs, tables and boards), 8 poker tables and 252 sports betting modules.

“Never before has an administration attacked illegality in the industry so strongly. We are doing this at the behest of our president Gustavo Petro, who has always asked us to fight corruption and to decisively strike the mafias that operate unauthorized games in various regions of the country,” said Hincapié.

It is worth mentioning that illegal gambling organizations in Colombia are failing to pay the State around $1.5 billion annually for exploitation rights, resources that could be allocated to the health of low-income citizens.

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