Compliance Updates
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.
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.
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.
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?
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.
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.
Leading business, technology, finance, and gaming law firm, Segev LLP, is proud to announce its 10th anniversary. Over the past decade, Segev has evolved from a bold idea into a multi-jurisdictional firm serving clients across Canada, the U.S., and beyond.
Built for innovation-driven industries, the firm is widely recognized for its work with companies at the forefront of gaming, crypto, technology, and emerging sectors. “Our 10-year anniversary is a defining moment,” said Founding Partner, Ron Segev. “It’s a testament to the strength of our team and our culture of teamwork, self-improvement, and growth – all of which is directed at scoring wins for our great clients.”
As industries like fintech, crypto, iGaming, and AI have matured, so has the firm, often in parallel with its clients. “We’ve all grown together with our clients from one success to the next, whether it be helping clients complete financings or helping them close business,” said Managing Partner Alon Segev. “I look forward to continued growth for us and our clients in the next 10 years!”
The firm’s client-first approach has consistently earned recognition from top legal ranking guides. Segev LLP is ranked by Chambers and Partners as a “Leading Firm” and “Band-1” in Canada for Gaming Law and are also recommended by The Legal 500 and Lexology. These rankings reflect the team’s ability to deliver strategic, high-quality legal solutions that align with their clients’ business goals.
Recognized for their unique ability to exceed expectations and deliver out-of-the-box solutions, Segev LLP’s clients have affirmed: “The firm demonstrates its capability not only to understand complex matters, but also to offer solutions that are practical, pragmatic, and value-adding.”
“Segev possesses outstanding resources and maintains global partnerships, enabling it to deliver precise and informed responses to any queries related to the iGaming industry.”
“Epic service, very good, I won the case!”
“Great service, friendly atmosphere, and support.”
Several Segev team members also reflected on the milestone: “There was a moment early in my time here when I realized I wasn’t just being brought in to help; I was expected to contribute, take initiative, and run with big ideas. That stuck with me,” said Negin Alavi.
“Together with our clients, [Segev] has experienced remarkable growth over the past decade. I’m honored to have contributed to this journey and to celebrate these shared successes,” said David McHugh.
“Segev has cultivated a thriving law practice on the principle that challenges are to be embraced as opportunities. The approach has enabled us to grow as lawyers, but more importantly, it has enabled us to ensure the success of our clients,” said Mark Balestra.
“Since joining through Segev’s Ontario expansion, I’ve had the chance to work alongside some of the sharpest and most collaborative lawyers in the gaming space,” added Manav Bhargava. “As a full-service firm and industry leader, Segev stands out for its ability to support innovative businesses with practical, forward-thinking legal advice.”
Segev LLP will commemorate the anniversary with a series of internal and external initiatives throughout the remainder of the year.
Compliance Updates
Illinois Gaming Board Announces Enhanced, Uniformed Advertising Rules for Casinos, Video Gaming and Sports Wagering
The Illinois Gaming Board (IGB) adopted new rules that expand existing restrictions on advertising, marketing and promotions for licensed casino, video gaming, and sports wagering operators including a ban on advertising on college campuses and new requirements to protect the public, especially young people and problem gamblers.
“By adopting these measures, the IGB is building upon existing regulations to implement additional safeguards and standards that further protect the public and encourage responsible gambling habits. These regulations provide for clear, consistent, ethical, and transparent advertising and marketing guidelines for all casino, video gaming, and sports wagering operations under IGB jurisdiction,” said IGB Administrator Marcus D. Fruchter.
While previous IGB rules placed restrictions on advertising and promotional content which included prohibitions against false or misleading claims and other restrictions, the new rules go farther to ensure advertisements are not placed in locations where they are likely to be seen by underage or vulnerable populations. The expanded rules also require operators to maintain advertising records and include prominent, responsible gaming messages in advertising, marketing and promotions.
After assessing the advertising and marketing rules for sports wagering adopted in 2020, the IGB determined that those limitations apply equally to video gaming and casinos. The IGB further determined to enhance the existing rules to best assure an ethical advertising environment that restricts enticements to minors and those with gambling problems.
The revised advertising and marketing rules which expanded and codified practices for all gambling segments under IGB jurisdiction are now effective, following a public notice and comment period, the May 13, 2025 approval from the Illinois General Assembly’s Joint Committee on Administrative Rules (JCAR), and publication by the Secretary of State in the Illinois Register Issue 31 on August 1, 2025.
The rules feature requirements for Illinois operators including:
• Prohibition from having advertisements or promotions published, aired, broadcast, displayed, or distributed on any college or university campus, or college or university media outlets such as college or university newspapers and radio or television broadcasts, or any sports venues used primarily for college and university events.
• Prohibition from depicting college or university students, colleges or universities, or college or university settings.
• Retention of copies of all advertising and marketing materials including a log of when and how those materials have been published, aired, displayed, or distributed.
• Allowing patrons the option to unsubscribe or opt out of advertising, marketing or promotional materials. Additionally, operators should comply with any patron request to unsubscribe or opt out of receiving materials as soon as practicable.
• Prohibition on entering into agreements with third parties to conduct advertising or marketing on behalf of, or to the benefit of, the Illinois operator when compensation is dependent upon, or related to, the volume or outcome of wagers.
• Include problem gambling text as determined by the Illinois Department of Human Services in all advertising and marketing materials.
Compliance Updates
SOFTSWISS Strengthens Regulated Market Presence in LatAm with Full Product Certification in Brazil
The leading tech provider shares key results of H1
SOFTSWISS, a global tech provider with over 15 years of iGaming expertise, delivered robust product growth across its ecosystem and secured official certifications in Brazil and Peru during the first half of 2025. These achievements reinforce the company’s leadership as a provider of reliable, scalable iGaming solutions, with a strategic focus on expansion in LatAm.
The first half of 2025 brought a new wave of significant growth for SOFTSWISS in LatAm with fully localised, compliant solutions tailored to the needs of regional operators. Now, its Game Aggregator, Casino Platform, Sportsbook, and Jackpot Aggregator are officially certified in Brazil, making it a full product lineup ready for operation in one of the region’s most dynamic markets. Additional Gaming Laboratories International (GLI) certifications in Peru represent the next step in SOFTSWISS’ long-term expansion strategy.
By H1 2025, SOFTSWISS sustained its dominant position across flagship products, with several iGaming solutions demonstrating particularly notable growth:
- The Game Aggregator expanded its portfolio by 26% across 1,350 brands, giving operators more flexibility.
- The Jackpot Aggregator reached 100 integrated brands, up 25% since the start of the year – a clear sign that demand for engagement-driven mechanics continues to grow. Jackpot Aggregator campaigns help partners boost player turnover by 50%, driving growth and retention.
- The Casino Platform continues to power 250 casinos with 99.999% uptime – ensuring uninterrupted gameplay. No bets are lost, no sessions are dropped – a critical factor for operators running 24/7.
- Affilka by SOFTSWISS reached 109 million registered users, up 28% since the beginning of the year. The number of active brands surpassed 480, while affiliate account volume rose by 22%, reflecting strong demand for efficient, performance-driven marketing tools.
- The Sportsbook offers access to 2,000 markets and 200 sports, and supports 100,000 live events, delivering a fast, responsive, and scalable betting experience.
“We are not just expanding, we are earning trust in new markets. The first half of 2025 showed strong growth across products and markets. Getting certified in Brazil and Peru isn’t just a checkbox – it’s a strong validation for operators that they can count on us to deliver reliable, localised, and fully compliant solutions,” added Max Trafimovich, International Non-Executive Director at SOFTSWISS.
SOFTSWISS is taking bold steps toward long-term growth in Latin America, with a clear ambition to become a leading technology partner for local iGaming operators. By combining global experience with a deep understanding of regional market needs, SOFTSWISS is delivering tailored solutions that help operators launch faster, operate more efficiently, and scale with confidence.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 35,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
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